The Effect of Iodized Salt Business Marketing Strategy on Increasing Business Revenue (Case Study of UD Sniper Iodized Salt)
Keywords:
marketing strategy, marketing mix, iodized salt, MSMEs, business incomeAbstract
This study aims to analyze the marketing strategy of UD Sniper Iodized Salt and its effect on increasing business revenue. Marketing strategies are studied based on the concept of marketing mix which includes product strategy, pricing strategy, promotion strategy, and distribution strategy. This study uses a qualitative approach with a case study method. Data collection techniques are carried out through interviews, observations, and documentation with the main informants consisting of business owners and related parties. The results of the study show that UD Sniper Salts with Iodium has implemented a marketing strategy that includes all four elements of the marketing mix, although it is still simple and adapts to the conditions of MSME-scale businesses. The product strategy is focused on the quality and function of iodized salt with simple packaging and branding. The price strategy is set by considering production costs and people's purchasing power so that the price of the product is relatively affordable. Promotional strategies are carried out through direct communication and word-of-mouth promotions, while distribution strategies are carried out through direct sales and cooperation with local retailers. The implementation of this marketing strategy has contributed positively to increasing business income and the sustainability of UD Sniper Iodium Salt. However, the study also found that promotion and distribution strategies still have limitations, especially in terms of market reach. Therefore, it is necessary to develop a promotion strategy and expand distribution channels so that businesses can increase competitiveness and revenue growth in a sustainable manner.
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