Strategi Pemasaran Keripik Nenas di Desa Kualu Nenas Kecamatan Tambang Kabupaten Kampar
Abstract: The purpose of this
research is to knowing the marketing channel of pineapple chips, to analyze
marketing efficiency of pineapple chips, to analyze marketing mix of pineapple chips and to identify aspects of
strengths, weaknesses, opportunities and threats and formulate strategies that
can be applied in development agroindustry pineapple chips. The analityc method
used in this research is survey method with sample 12 craftsmen. The reseach
result shows there are two marketing channels pineapple chips are directly and
indirectly. Marketing efficiency at direct and indirect marketing channel there
is the same in the plastic 250gr packaging. Product strategies with respect to
product attributes, branding, gift packaging, labeling and product support
services. Pricing strategies based on cost and competition. Distribution
strategies are directly to consumers, through retailers and wholesalers.
Promotion strategies are personal selling, sales promotion and direct
marketing. Pineapple chips marketing strategy are participation in training in
order to development business, increase production, cooperation with the
government to finding alternative problems solutions and utilizing media
promotion.
Penulis: Puspita Sari Dewi,
Evy Maharani, Susy Edwina
Kode Jurnal: jppertaniandd140841
