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Marketing Planning “Pineapple Drink” Innovation of Subang Honey

Pineapple Processed Drink

Article · September 2021

DOI: 10.52403/ijrr.20210967

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 International Journal of Research and Review
DOI: https://doi.org/10.52403/ijrr.20210967
Vol.8; Issue: 9; September 2021
Website: www.ijrrjournal.com
Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237

Marketing Planning “Pineapple Drink” Innovation

of Subang Honey Pineapple Processed Drink
Bea Kahfi Arini1, Rhian Indradewa2, Tantri Yanur Rahmat Syah3,
Ketut Sunaryanto4
1,2,3,4
Department Management, Faculty Economic and Business, Esa Unggul University, Jakarta, Indonesia
Corresponding Author: Bea Kahfi Arini

ABSTRACT 1. INTRODUCTION
Awareness of people’s healthy
Background - The people’s need is for healthy, lifestyle and thinking back to nature makes
fresh, safe, and very high-quality drinks. PT people in Indonesia choose healthy and
Limatra designs and manages the pineapple fibrous foods such as vegetables and fruits.
beverage product business with various variants.
Drinks made from fruit are natural healthy
PT Limatra provides pineapple juice product
that are packaged from pineapple essence close drinks that are natural and traditional in
to 100% without the addition of preservatives. Indonesia. Unfortunately, the types of
With 100% pineapple juice content, of course, it healthy drinks made from fruits with no
has a high vitamin C content as well. With Ultra artificial sweeteners and artificial
High Temperature (UHT) technology in the preservatives are still very limited
service industry and the use of aseptic paper invariants. Currently, Indonesia has the
packs, it can produce good quality fruit juice largest number of businesses in the culinaru
products, maintain fruit freshness, and have field. In addition, the public’s desire for
relatively long product durability. By looking at entrepreneurship through MSMEs,
consumer needs, PT Limatra provides solution, especially in the food and beverage sector is
namely : (1) providing pineapple juice products
also very large. This is a potential
with variants of flavors (a mixture of apple,
mango, and orange); (2) providing pineapple opportunity for the community to enjoy life
juice products using aseptic paper pack through advanced businesses in the
packaging technology; (3) use UHT technology beverage sector. Pineapple itself i West Java
to maintain product freshness and durability; (4) is a very productive commodity. However, a
product that provide 100% pure fruit juice with lot of fruit is produced at harvest but only
no added formula. To run a business, really sold in the dorm of raw fruit without further
requires sales planning. This journal will direct processing. Further processing in marketing
sales planning regarding target consumers, science will provide more value from the
terget markets, and about sales targets that will marketing aspect which will increase the
ensure this business is sustainable. income of pineapple farmers and their
Method – Using STP and 7P’S marketing mix.
distributors.
Result – The results of this analysis can help
business marketing strategies in the packaged However, any product without
fruit juice beverage industry. marketing with the right product
information to its consumers will not be
Keywords: Marketing planning, Innovation, able to sustainably the product will be
Pineapple drink. known, purchased, and enjoyed by the
public. Happy customers will tell others
about the customer’s experience when using
a product or service. In other words,

International Journal of Research and Review (ijrrjournal.com) 534

Vol.8; Issue: 9; September 2021
Bea Kahfi Arini et.al. Marketing planning “pineapple drink” innovation of Subang honey pineapple processed
drink.

customers create communities on a “word of 2.3. Marketing Mix

mouth” basis. PT Limatra focuses on Business to
The establishment of PT Limatra is Customer (B2C). Business to Customer is
by RI Law No. 40/2007, online by one of the company’s strategies to sell
appointing a notary through the Ministry of directly to individuals [3]. Therefore, the
Law and Human Rights Administration right strategy used by the company is 7P.
System. For the submission of the name of The 7P marketing mix is used by B2C
the PT based on the Law on PT and the because this strategy has incorporated all
Ministerial Regulation Number 43/2011 marketing tools ranging from product, price,
concerning Procedures for Submitting and promotion, place, people, processes, and
Using the name of PT. Making a Certificate physical evidence[4].
of Company Domicile (SKDP) submitted by
the local sub-district office. 2.4. Sales
PT Limatra builds a sales force to
2. MATERIALS AND METHODS achieve sales success. Sales success is
2.1. Marketing Objective created if the sales force prioritizes good
Building a business is very service. The regulation of sales activities in
important to set the goals to be achieved by the business aims to make the sales process
the business. These goals must be in line with company goals[2].
measurable so that they are easily achieved
by the company’s vision and mission. The 2.5. Revenue Stream Projection
products sold by PT Limatra do not only Determining the number of costs for
focus on one product but also develop new marketing activities will greatly determine
innovative products for product the success in marketing national products.
development [1]. The company’s marketing management
feels the need to determine the estimated
2.2. Segmenting, Targeting, Positioning amount of revenue so that the growth of its
PT Limatra’s business focus is on business can be seen.
direct sales to customers, known as the
Business to Customer concept. With 3. RESULT & DISCUSSION
this concept, the company divides Based on the theoretical explanation
customers’ info several groupings based on above, the following are the results of PT
segmentation, targeting, and positioning. Limatra’s marketing plan for pineapple
The determination of the target is based on juice products.
the segment that has been determined.
Management of the right target market will 3.1. Marketing Objectives
make it easier to reach an efficient and The following are the marketing
effective market [2]. objectives of PT Limatra in the bellow:
Table 3. 1 Marketing Objectives of PT Limatra
Category Marketing Objective
Short-Term (1-3 years) 1. Creating an image as a healthy and refreshing drink through social media
2. Doing marketing throughout the Subang
Medium-Term (3-5 years) 1. Increase social media engagement rate
2. Expanding the marketing area throughout West Java
Long-Term (More than 5 years) Selling of 1 L family pack products to the entire island of Java
Source: Author, 2021

The target that will be carried out to achieve these marketing objective in the bellow :
Table 3. 1 Target of PT Limatra
Category Target
Short-Term 1. Increase freelance sales force of 100 people
(1-3 years) 2. Do canvassing with sales of at least 45 bottles/day
3. Offer various promotional items and samples at events and sponsorships as a product
introduction every month

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Vol.8; Issue: 9; September 2021
Bea Kahfi Arini et.al. Marketing planning “pineapple drink” innovation of Subang honey pineapple processed
drink.

Table 3.2 Continued…

Medium-Term 1. Routinely post products on social media at least 3 times/day
(3-5 years) 2. Create a loyalty program by giving vouchers to customers for every product purchase
3. Adding freelance sales force up to 240 people
Long-Term 1. Produce 1 L family pack products
(More than 5 years) 2. Opened 5 representative branches in 5 big cities in Java
3. Adding freelance salesforce 2 times from the total for the fourth years
Source : Author, 2021

3.2. Segmenting, Targeting, Positioning years). This division is based on the results
Sales of nasnas product focus on of the 2020 BPS population census. For
Business to Customer (B2C) so that the income from end-users, they are grouped
segment taken by PT Liatra is teh end-user. into several groups according to their
PT Limatra makes segmentation for this income, namely poor (<IDR
end-user divided into geographic, 354,000/month), vulnerable (IDR 354,000-
demographic, and psychographic. IDR 532,000), to medium (IDR 532,000-
Geographical segmentation consists of the IDR 1,200,000), medium (IDR 1,200,000-
island of Java. Meanwhile, for IDR 6,000,000), and upper (>IDR
demographics, PT Limatra divides age into 6,000,000).
several generation, namely Gen Z (8-23 From the results of segmentation
years), Millennials (24-39 years), Gen X carried out by PT Limatra, the targets to be
(40-45 years), and Baby Boomers (56-74 achieved are in the bellow:
Table 3. 2 Stages of Target Achievement
Variable Target Achievement
Short Term Medium Term Long Term
Geographics
Region Subang West Java Java Island
Demographics
1. Age 24-39 years (millennial) 24-39 years (millennial) 24-39 years (millennial)
2. Gender M&F M&F M&F
3. Income Level Middle Class Middle Class Middle Class
4. Expenditure Rate To middle to high To middle to high To middle to high
Psychographics
1. Social Class To middle to high To middle to high To middle to high
2. Lifestyle Driven by speed, variety, and desire Driven by speed, variety, and desire Driven by speed, variety, and desire
Source: Author, 2021

PT Limatra strives to become a

business that is known for its pineapple
juice drink products with high vitamin
content, practicality, and a different taste.
The product will become a competitive
advantage. PT Limatra has to compete with
similar business actors who offer more
pineapple juice product with a mixture of
sweeteners and preservatives. Therefore, PT
Limatra determined its positioning as a
business that orders fresh pineapple juice
and can be consumed in different ways. The Figure 3. 1 Positioning of PT Limatra
Source: Author, 2021
following picture show a map of the
positioning of nasnas product offers a good
3.3. Marketing Mix
taste with a variety of products at an
PT Limatra’s business obtains with
affordable price :
the target market of Business to Customer
(B2C). The marketing mix for B2C is 7P,
namely Product, Price, Place, Promotion,
People, Process, and Physical Evidence.

International Journal of Research and Review (ijrrjournal.com) 536

Vol.8; Issue: 9; September 2021
Bea Kahfi Arini et.al. Marketing planning “pineapple drink” innovation of Subang honey pineapple processed
drink.

a. Product The logo used by trade products with

PT Limatra offers products with the the nasnas brand describes the freshness that
Nasnas brand and focuses on maintaining consumers will fell when drinking it. The
the quality of its products which is ensured packaging that will be used for this product
without using preservatives of artificial ranges from paper pack aseptic packaging to
flavors. The product is also added to several mass product, besides that, nasnas also
other fruit mixtures with a ratio of 60% offers 1L family pack products for the long
pineapple and 40% other fruits such as term. The following packaging designs will
apples, mangoes, and oranges. be offered:

Figure 3. 2 Product Packaging

Source : Author, 2021

b. Price often referred to as competitive-based

PT Limatra took a strategy with the pricing. Nasnas will be offered to
same prices as competitors but using the consumers in the size of 250 ml in paper
natural taste of fresh pineapple, so that it pack aseptic and 1L family pack for the long
could attract customers and a larger market term. Comparison of product prices from
share. Pricing for nasnas products is competitors in the bellow:
determined base on competitors which are
Table 3. 3 Price Comparison by Brand
Company Brand Price/Pcs
Original Mix Family Pack
PT Great Giant Pineapple Duta 250 ml IDR 10,000 n/a n/a
PT Diamond Clod Storage Jungle Juice 200 ml IDR 7,000 n/a n/a
PT Limatra Nasnas 250 ml IDR 7,000 Rp 7,500 Rp 12.5000
Source : Author, 2021

c. Place
Nasnas product can be obtained by
end-user through MSMEs, social media, to
certain events that have been determined by
the company. The marketing method used
by PT Limatra includes indirect marketing
to end-user which are described in the
following flow:
Figure 3. 3 B2C Distribution Channel
Source : Author, 2021

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Vol.8; Issue: 9; September 2021
Bea Kahfi Arini et.al. Marketing planning “pineapple drink” innovation of Subang honey pineapple processed
drink.

d. Promotion f. Process
Efforts to achieve the marketing PT Limatra ensures fast product
objectives of nasnas product, PT Limatra delivery to end-users. The company also
strives to introduce and set prices. This is uses chatbots to handle the first interactions
done so the consumers can find the with customers via social media.
existence of the product offered. The
promotional strategy carried out by PT g. Physical Evidence
Limatra is carried out to create customer Consumers will feel helped by the
awareness for healthy and different physical evidence of a product offered by
products. Some of the promotions used by the company. This is to make it easier for
PT Limatra include the following: them to assess a product to be purchased.
1. Advertising Physical evidence of national service
2. Sales promotion, including freelance includes various customer reviews and
sales stories on the company's social media. PT
3. Publication Public Relations Limatra also promotes its products through
4. Digital Marketing (Social media, the company's social media so that
Ecommerce) consumers feel confident to buy nasnas
5. Events products.
6. Cooperation (Partnership)
3.4. Sales
e. People The marketing management of PT
People in PT Limatra’s marketing Limatra will build a superior sales force to
mix refer to the human resources in the achieve success in sales. The sales success
organization. PT Limatra employs of the sales force for national products will
experienced and trained staff to be able to be created if the sales force prioritizes good
provide effectively and quality service and service. Many aspects can drive success in
product offerings to customers. PT Limatra sales some of which are the structure and
has a team to test and develop the products role of the sales force, salesforce, activities,
offered, a product design team to make customer, and company results.
products more attractive to consumers, and
a pool of freelancers for different tasks.
Tabel 3. 4 The Sales Effectiveness Drivers

Source: Author, 2021

3.5. Revenue Stream the company. Determination of marketing

Marketing costs managed by the costs to determine revenue from sales is
company are for sales promotion costs, made based on the scenarios and assumption
event cost, and price discounts provided by presented in the bellow:

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Vol.8; Issue: 9; September 2021
 Bea Kahfi Arini et.al. Marketing planning “pineapple drink” innovation of Subang honey pineapple processed
drink.

Table 3. 5 Assumption of Revenue Stream Projection

Source: Author, 2021

CONSLUSION Multidisciplinary Academic, 03(04), pp. 71-

Proper marketing planning is very 75.
important for a new company to introduce 2. E. Setiyawati, R. Indradewa, and T. Y. R.
its products to the market. Without proper Syah (2021), “Marketing Plan for Business
marketing planning preparation, it will be Startups ‘Jamu Partnership’ in Indonesia,”
International Journal of Research and
difficult to achieve the desired target. PT
Review. 08(08), pp. 327–333.
Limatra with its business focus on Business 3. J. Widardi, T. Y. R., Syah, R. Indradewa,
to Customer (B2C) is more appropriate to and S. Pusaka (2019), “Marketing Mix
use the 7P strategy. This strategy can run Strategy Implementation for Business Plan
optimally equipped with a well-planned at LH Hotel,” Journal of Multidisciplinary
financing plan that has been carried out by Academic, 03(05), pp. 167–168.
PT Limatra. 4. M. Kurniawan, T. Y. R., Syah, S. Pusaka,
and R. Indradewa (2020), “Marketing
Acknowledgement: None Analysis over Start-up Business in Lifestyle
( Combining Barbershop and Coffee shop )
Conflict of Interest: None at PT . Jeeva Work Corporation,” Journal of
Multidisciplinary Academic (04)01, pp. 52–
55.
Source of Funding: None
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