Research Paper
Year: 2021 | Month: September | Volume: 8 | Issue: 9 | Pages: 534-539
DOI: https://doi.org/10.52403/ijrr.20210967
Marketing Planning “Pineapple Drink” Innovation of Subang Honey Pineapple Processed Drink
Bea Kahfi Arini1, Rhian Indradewa2, Tantri Yanur Rahmat Syah3, Ketut Sunaryanto4
1,2,3,4Department Management, Faculty Economic and Business, Esa Unggul University, Jakarta–Indonesia
Corresponding Author: Bea Kahfi Arini
ABSTRACT
Background - The people’s need is for healthy, fresh, safe, and very high-quality drinks. PT Limatra designs and manages the pineapple beverage product business with various variants. PT Limatra provides pineapple juice product that are packaged from pineapple essence close to 100% without the addition of preservatives. With 100% pineapple juice content, of course, it has a high vitamin C content as well. With Ultra High Temperature (UHT) technology in the service industry and the use of aseptic paper packs, it can produce good quality fruit juice products, maintain fruit freshness, and have relatively long product durability. By looking at consumer needs, PT Limatra provides solution, namely : (1) providing pineapple juice products with variants of flavors (a mixture of apple, mango, and orange); (2) providing pineapple juice products using aseptic paper pack packaging technology; (3) use UHT technology to maintain product freshness and durability; (4) product that provide 100% pure fruit juice with no added formula. To run a business, really requires sales planning. This journal will direct sales planning regarding target consumers, terget markets, and about sales targets that will ensure this business is sustainable.
Method – Using STP and 7P’S marketing mix.
Result – The results of this analysis can help business marketing strategies in the packaged fruit juice beverage industry.
Keywords: Marketing planning, Innovation, Pineapple drink.
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