Proposed Marketing Strategy to Increase Sales of Kudimon Healthy Food

: Kudimon Healthy Food is one of the MSMEs in Bandung that focuses on healthy snacks. After the pandemic subsided, based on internal data and information from management, Kudimon Healthy Food also faced problems related to sales 6 months ago. After conducting an in-depth interview with one of the owners of Kudimon Healthy Food, lack of knowledge about proper marketing strategies is one of the main problems faced by Kudimon Healthy Food. This could be due to limited time, resources, or accessibility to the information needed. Lack of access to a wide number of marketing platforms and mediums such as large markets and potential customers. This can be caused by limited capital, knowledge, and/or limited human resources. In this paper, the author conducts quantitative research by conducting preliminary surveys and indepth interviews with various parties as a new potential market segment for Kudimon Healthy Food to achieve sales, Kudimon Healthy Food only conducts Business to Consumer (B2C) sales. The author also analyzes the factors that influence the buying interest of new market candidates Kudimon Healthy Food. The analysis was conducted internally using: Segmenting, targeting and positioning, Marketing mix, VRIO Framework and Business Model Canvas, as well as external analysis consisting of Porter 5 forces, PESTEL analysis, Competitor analysis and Consumer analysis. The results of the author's research, Kudimon Healthy Food can expand its promotion and increase sales ratings in the market place, create a strong online presence and engage with potential customers, Develop an effective content marketing strategy by creating engaging and informative content for websites and social media platforms, Discounts or incentives can be given to customers who make multiple purchases or refer friends to the brand and offer samples it's free to customers, in-store or online, which is likely to increase their trust in your product.


FIVE FORCES MODEL
Michael E. Porter developed leading Five Forces designs and models that have the power to formulate competitive strategies in applying competitiveness analysis to social, environmental and business activities. The five forces include: the threat of new entrants refers to the ease of access to enter a market or industry. With the ease of new entrants to enter an industry, the intensity of competition will increase (Adamkasi, 2018).

COMPETITOR ANALYSIS
Competition is one of the most unavoidable factors in today's business world. Regardless of the size of the company, there are competitors in the industry, and their strategies influence the strategic planning process. Competitive analysis drives organizational strategy and influences how companies behave or react in their industry.

SEGMENTATION, TARGETING, AND POSITIONING MODEL
The Segmentation, Targeting, Positioning (STP) marketing model is a strategic approach to developing market strategies in modern marketing. Focusing on commercial effectiveness, STP helps business owners/marketing teams create communication plans, address rights, and prioritize segments. Market segmentation differentiates markets by following consumer preferences, characteristics, and behavior. The purpose of segmentation is to allow companies to better focus on the allocation of existing resources. Segmentation is key to differentiation by having a unique perspective on the market. With segmentation, businesses today envision more prospects with high potential (Philip Kotler, 2003, p. 163). Second, targeting is choosing a few profitable segments for businesses with a specific marketing budget to reach. Finally, market positioning refers to the process of forming the image or identity of a brand (product) and how consumers perceive it in a certain way.

MARKETING MIX 7P
According to Keller (2016), Marketing mix analysis is a combination of a company's tactical marketing instruments used to evoke the desired response from the target market. The marketing mix contains everything a business can do to engage customers and provide value to them. Some alternatives can be classified into four P's, or sets of variables. Result: Any offers, characteristics, design, packaging, quality and additional services or support provided by the company.

VRIO
Pearson/Prentice Hall argues that VRIO is a tool that can be used to measure internal analysis, meaning that the VRIO framework consists of four questions to ask regarding resources or the ability to determine potential aspects of competition. The VRIO model is used to identify and analyze whether certain resources of the company are strengths or weaknesses (Aribowo, 2021). The four questions include value, scarcity, replication, and organization.

SWOT ANALYSIS
Strengths, Weaknesses, Opportunities, and Threats are also known as SWOT. According to Seki and Biler (2016) cited in Ermetin (2023), SWOT Analysis is a methodology used to recognize strengths, weaknesses, opportunities, and threats presented by the external environment of a company, organization, technique, process, or situation. By utilizing this approach, strategies and plans can be designed to maximize existing strengths and opportunities while minimizing the impact of threats and weaknesses, taking into account internal and external factors.

ANALYSIS OF EXTERNAL AND INTERNAL ENVIRONMENTS
This chapter will describe the analysis and business solutions to be used in this research. The author will discuss the external and internal analysis of Kudimon Healthy Food. This research will also produce solutions to current business problems.

External analysis Porter 5 Strengths
Porter's five forces analysis is used to determine the competitiveness of the industry, this research industry is the food and beverage industry, especially the healthy snack industry. The following is an analysis of Porter's Five Forces: A. New Arrivals Threat: The culinary business is very possible to be entered by new competitors. Because the culinary business is very promising profits, but it must be supported by the right strategy and management concepts for the intended market. Every business person engaged in the same culinary food or beverage field, must be competing with each other to become a market leader. This condition does not corner the position of new players who really want to enter the field. For healthy snack products market can be driven by the increasing demand for healthy snacks as consumers become more health conscious with increasing interest in healthy lifestyles, increasing the chances of new competitors entering the healthy snack market. Therefore, manufacturers need to consider product innovation and creative marketing strategies to maintain place and customers. based on this, it can be categorized as High.

B. Threat of Substitution:
The availability of substitutions, such as the large number of healthy snacks sold in minimarkets, provides many alternatives for consumers to replace healthy food snacks, thus weakening the demand for healthy food snacks. Kudimon healthy food has a fairl y high threat because every individual who wants to eat or buy their snacks easily get non-healthy snacks in some supermarkets and shops nearby them. In addition, the many available ptaforms that provide healthy and certainly delicious foods such as gofood, shopeeood, grabfood and so on make consumers easily switch to buying these foods without having to buy snacks from kudimon healthy food. For this reason, kudimon healthy food must always create new products produced from its own recipes, so that if imitated it certainly will not taste exactly the same, and always intensively in marketing and promotional activities. Based on this, this category is called high. The bargaining power of suppliers of raw materials, such as gluten flour, nuts, and seeds and cassava according to healthy snack owners for raw materials is available many suppliers so that it does not affect the price and quality so that it can be said that many raw material suppliers in the production of healthy snacks cause low supplier bargaining power. Based on this, it can be categorized as low.

D. Buyer's Bargaining Power:
The presence of large numbers of buyers with varied preferences, tastes, and budgets can affect the pricing, marketing, and distribution of healthy snack products. Healthy snack companies need to engage with customers on multiple platforms and offer a variety of products to meet different preferences. So that consumers easily move to other healthy food products. based on this, it can be categorized as High.

E. Competitive Competition:
Based on the results of the interview, the owner of snack healthy food said that there is industry competition in the healthy snack market in the city of Bandung. With the existence of various marketplaces and online stores that offer healthy snack options, it shows that businesses are competing in this market. such as, marketplaces like Tokopedia and Blibli offer similar products from different sellers, while stores like ladang lima specialize in pasta, Almonds are healthy, vegan and protein-driven. based on this, the competitive competition category is categorized High.

PESTEL Analysis
The PESTEL framework covers political, economic, social, technological, environmental and legal factors that may have an impact on business. Analysis:

A. Politics (Opportunity)
For the Indonesian state, the Ministry of Health Directorate of Health Promotion and Community Empowerment runs the program Health promotion in schools and at work. The health program or movement launched by the government is an effort to improve the quality of public health. Multiple gestures like Healthy Living Community MovementorHealthy Food Eating Behaviorcan become a successful movement with the support of health promotion. With the movement carried out by the Indonesian government such as the Ministry of Health, it will have an impact on increasing public interest in buying healthy food products such as healthy kudimon.

B. Economy (opportunity)
Indonesia's current strong economic growth is supported by all components of GDP. Export growth remained high at 11.68% (yoy), supported by strong demand from major trading partners. Household consumption improved by growing by 4.54% (yoy), in line with increasing mobility and increasing purchasing power as well as decreasing inflation. This will have a positive impact on healthy food because consumers are likely to spend more money and businesses will get increased profits. This will expand the business to be able to develop even better. However, if the opposite happens then every existing entrepreneur should be careful because purchasing power decreases and adversely affects the business. The positive economic growth rate is an opportunity for Kudimon healthy food to grow bigger. In addition, it is also necessary to pay attention to changes in the country's economy such as the inflation rate and the value of the rupiah because it will later have an impact on selling prices.

C. Social (Opportunity)
Social factors can also have an impact on the healthy snack product market. For example, changes in consumer lifestyles, beliefs, and attitudes toward health and fitness can affect the demand for healthy snacks. In addition, societal trends such as plant-based or non-GMO product preferences can also influence consumer choices. In addition, social media and advertising can play an important role in shaping consumer perceptions of healthy snack products. D. Technology (opportunity) The more advanced the times, technological developments and innovations take place quickly and rapidly, so this requires many business people to continue to improve the technology used, if these business people do not want to miss a step from other business people who have used the most advanced technology today. For kudimon healthy food, now it uses marketing through social media and the web and sells its products in the marketplace, making kudimon healthy food easy to reach consumers widely and making transactions more convenient and efficient. In addition, Kudimon Healthy Food has also used delivery via online transportation to provide fast delivery services to all consumers both within the city and outside the city.

E. Environment (Opportunity)
For weather patterns that often rain in Bandung, it can have an impact on the availability and price of cassava raw materials which will certainly affect the supply chain of other products and result in an increase in operational costs of healthy food products. then the Bandung environment is a cold area and becomes a tourist spot for many people making many tourists from outside the Bandung area come so that it provides benefits for kudimon healthy food owners to develop marketing strategies so that many tourists are aware of the existence of the kudimon healty food product itself, which means that the cold environmental conditions of Bandung and the number of tourist attractions make it easy for kudimon healthy food to reach broader market.

F. Law (Opportunity).
The existence of regulations in Indonesia related to food safety, labeling requirements, and advertising restrictions can affect the development and marketing of healthy snack products. In addition, changes in laws related to intellectual property or product liability can also have an impact on a healthy snack industry. For Kudimon Heathy, this greatly impacts the operation of its business and provides more value to its products because basically Kudimon Healthy Food is made from healthy ingredients so there is no need to worry about government legal regulations such as halal certificates from MUI, BPOM certificates so that business can run smoothly and there will be no unwanted problems in the future. Competitor analysis The selection of competitors in the competitor analysis is based on the similarity of Kudimon Healthy Food's products and market segments. And this is based on an interview with the owner of Kudimon Healthy Food, there are two main businesses competitors of Kudimon Healthy Food, namely Sagolicious and Ladang Lima. Based on the competitor analysis, it can be seen that, in terms of price, Kudimon Healthy Food is quite competitive from its competitors. However, for sales in the market place, he experienced the fewest sales. Then for the promotion of Kudimon Healthy Food still needs to be developed when viewed from its competitors who have entered TikTok social media where TikTok is among the most popular social media for now. There are also competitors who use Shopee Live, Meta ADS which is a social media marketing that is quite capable of increasing product sales online. Finally, for product results and consumer ratings, it is quite competitive with its competitors where Kudimon Healthy Food has a rating at Market Place 5.0/5.0.

Consumer analytics
In terms of consumer analysis, the author used SMARTPLS software to determine the positive and significant relationship between variables in this study. These analyses include convergent validity, discriminant validity, composite reliability, Cronbach alpha, R square, and path coefficient.

Convergen Validity
The measure used in determining convergen validity is the average of the extracted variances (AEV) across all items in the concept. According to Hair et al (2019), the AEV received is 0.50 or greater, which indicates that the concept accounts for at least 50% of the observed differences in the items. The following are the results of the validity convergence that the author has done for the variables in this study:

Discriminant validity
The following results of the validity of the discriminatory are as follows:

Cronbach alpha
While Cronbach's alpha may be too conservative, composite reliability may be too soft, and the actual reliability of the construct is usually considered to be somewhere between these two extremes (Hair et al, 2019). Here are the results of the data analysis as follows: Structural Model Path coefficient Based on the results of the data analysis, it can be seen that there are two T statistics<1.96, namely word of mout on brand awareness and word of mouth on purchase intention. And the rest of the five T statistics>1.96 can be inferred as significant for the latent variable relationship. Then the original sample produces path coefficients with positive values from all variable relationships. Then it can be concluded that there is a positive relationship for the latent variable. So the results of respondents agree that advertising, social media, and word of mouth on brand awareness have a positive effect. And for advertising, social media, word of mouth and brand awareness of purchase intention there is also a positive influence, but not significant for word of mouth on brand awareness and purchase intention it can be seen from the statistical T value of <1.96 or also looking at the P-value value >0.05. So the hypothesis of the result of the submission is Internal analysis. STP When starting a business, the STP model helps marketers prioritize offers, create and deliver personalized and relevant messages, and engage different audiences, thus helping to create a marketing plan. STP Kudimon Healthy Food is provided with the following analysis:

Segmentation Geographic Segmentation
The geographical segmentation of Kudimon healthy food is divided into market divisions into different geographical units, namely the city area. Kudimon healthy food already has resellers in several cities, including Jakarta, Cimahi, but the production location is only in Sukasari, Bandung City.

Demographic Segmentation
The first type of demographic segmentation for Kudimon healthy food is based on people's financial situation, which can be described as middle to upper, or for people with low to middle to upper financial situations. The second group consists of mothers who have toddlers. Health-conscious people, as well as children who are allergic to snack products, make up the third segment. The latter is the group of young adults who have income.

Behavior Segmentation
Kudimon Healhty food has behavioral segmentation based on variable benefits obtained from consuming kudimon healthy food. Kudimon Healthy Food made from gluten flour is claimed to contain protein so it is ideal for people who are on a diet because of its low calorie count. Because it does not contain saturated fat or cholesterol, and almonds are claimed to contain calcium, magnesium, vitamin K, protein, zinc, and copper. This content is able to maintain health and bone density and can help facilitate milk production for breastfeeding mothers.

Targeting
The current target market for kudimon healthy food is women aged 17 -40 years living in urban areas. They are mothers who have toddlers, young mothers and young adults. Market from Kudimon is middle to upper income individuals who already have their own income. Targeted people usually seek the benefits of such products in the form of convenience, security, flexibility, quality goods, and benefits for themselves.

Position
Here are 9 Points about positioning for Kudimon Healthy Food: -Target segment: consumers who want to still be able to eat snacks but stay healthy and want to start a healthier life by not consuming products without preservatives.
-Consumer Problems: many consumers want to consume snacks from healthy ingredients. -Work to do: consumers who need snacks while they relax but can still eat healthier snacks to consume. -Terms of Reference: snacks that are still good for consumption but with healthy ingredients. -Basic Requirements: made of ingredients that are low in carbohydrates, sugar and gluten free. -Unique value proposition: providing healthier food for the consumer's body by maintaining the nutritional balance of the consumer's body. Made from ingredients without wheat flour and made from premium ingredients with different qualities.
-Reasons to believe: judging from the composition of the ingredients used, many testimonials from customers, have received halal logos from MUI and have PIRT. -Differences with competitors: more concerned with health than taste, can be consumed as much as possible without fear of getting fat when continuing to consume and the cheapest of competitors' prices for the healthy food group.
-Emotional End Benefit: customers feel safe to consume their snacks and get satisfaction from eating healthy foods.
Positioning Statement: For people who are looking for healthy snacks, good taste, and quality ingredients, kudimon healthy food is a snack that is committed in the value of health to the consumer's body. Unlike other snack brands, as far as kudimon healthy foods try to be responsible for the impact of what they produce on the health of consumers. Marketing mix (current) • Product: food that has a balanced nutritional content, contains fiber and substances needed by the body for the growth and development process. A healthy food menu must contain low carbohydrates, low sugar, gluten-free, and low.
• Price: Kudimon healthy food uses Cost-based pricing on its products, the range starts from 15.000 IDR -125.000 IDR. They offer value as the products are made from ingredients that are healthy on the body. They offer health impact value after consumption of their products.
• Place: customers can reach them through online and offline, making it easier for them to choose which ones they can access.
• Online through a website or Instagram, which makes it easy for customers to reach their brand because they simply click on the internet.
• Offline stores, customers can try their products in stores and consumers can feel the experience of shopping on their products. • Promotion: they promote their product brand on social media; by participating in events such as the campaign in Bali in 2023, Indonesia Tourism and Trade Investment Expo, KPP Pratama Bojonagara bazaar, participating in the ITB coaching clinic program, Bandung Creative Market 2021 and many other bazaars that have been followed.

VRIO
The analysis of VRIO Kudimon Healthy Food was collected after conducting an interview with one of the owners of Kudimon Healthy Food. Here is the following analysis to determine which resources can create a sustainable competitive advantage. Based on VRIO analysis results that have been carried out, it can be seen that the strength of kudimon healthy food is quality raw materials, closeness to suppliers, and skills to develop a healthy food menu that is varied and in accordance with market tastes. Internal Analysis SWOT and TOWS matrix After identifying the SWOT, the TOWS matrix for the business solution is: Strengthen promotion with health and consumption safety offerings for dietees, children and breastfeeding mothers 2 6,62

WT3
Strengthen online store ratings and reviews from consumers related to products by offering discounts for consumers who review products in online stores.

ST1
Enriching products by introducing new variants with various content in them 4 4,72 Source: QSPM Result After conducting a QSPM analysis, it is determined by identifying alternative strategies that obtain the highest score and ranking. A higher score signifies the preferred option for implementation. Conversely, a low score indicates that a particular approach is unfair and unworthy of adoption by the company.

Business solutions
The author must now be able to develop these solutions to overcome these obstacles and determine the optimal sequence or strategic priorities that can be applied in the near future.
• Create engaging content with a focus on Health values • Strengthen promotion with health and consumption safety offerings for dietees, children and breastfeeding mothers. • Strengthen online store ratings and reviews from consumers related to products by offering discounts for consumers who review products in online stores.