MARKETING COMMUNICATION INNOVATION OF FRESH FRUIT AND VEGETABLES (FFV) MODERN RETAIL LOCAL SUPPLIER: COMPETITIVENESS OF SMALL HOLDER TO ENTER MODERN RETAIL
ABSTRACT: Modern retail rapid
development is an opportunity for fruit and vegetable farmers to fulfill
consumer retail business demand. This research give an insight of how marketing
communication innovation suggested for local FFV supplier in order to enter
modern retail by concerning their competitiveness through modern retail point
of view and adjusted with modern retail marketing decision. It applies
qualitative design through case study at Retail XYZ Group. The main FFV supplier
criteria appointed by the company are supplier price product offering, product
quantity, quality and continuity. Overall, almost all of local FFV supplier
marketing criteria is perceived worst than importer in terms of durability,
quantity, service level, after post harvest handling, R&D, and commodity
attribute. An incremental marketing communication innovation could be done via
direct partnership with small holders who are able to meet retail FFV
requirements in commodity quantity, quality, continuity, post harvest handling,
durability, research and development facility, product sourcing and
availability throughout season, and deliver service excellent. This is an
opportunity for the small holder to build a long term relationship marketing
with modern retail.
Author: Hesty Nurul Utami and
Agriani Hermita Sadeli
Journal Code: jpsosiologigg140026
