Citation:

RR Anindita Wulandari. "Proposed Marketing Strategy to Increase Sales of Coffee Gel (Case Study: Komodo Arms Coffee Gel)" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 299-306, 2024.

Abstract:

Komodo Coffee Gel is a pioneering product in Indonesia’s energy gel market, combining the advantages of coffee with the convenience of an energy gel. Despite its innovative nature, Komodo Coffee Gel has faced challenges that hinder its market growth. This study identifies key issues within the marketing mix—specifically Product, Place, Promotion, and Packaging—that impact the product’s performance. These challenges include limited flavor variety, inefficient packaging, restricted distribution channels, and insufficient promotional efforts. Through comprehensive external and internal analyses, including PESTEL, competitor analysis, consumer behavior study, and the marketing mix framework, this research aims to propose a new strategic marketing plan. The proposed strategies are designed to enhance product appeal, expand market reach, and improve brand visibility. By addressing these areas, the study aims to drive sales growth and foster customer loyalty, ensuring that Komodo Coffee Gel can effectively compete in the dynamic energy gel market.

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Keywords:

Energy Gel, Indonesia, Marketing Mix, Place, Price, Product, Promotion, Sales.