Proposed Marketing Strategy To Enhance Brand Awareness For Snack and Traditional Cuisine Products (Study Case: Cap Ajam Djago)

The rural area is well known for its natural resources like farming, stockbreeding, and home production of fruit chips snack & Indonesian traditional cuisine and so is the village of Sukadana Baru in East Lampung. The number of planted areas, food products, and local snacks in Sukadana Baru Village, however, is not comparable to the lack of sales channels. So that Cap Ajam Djago is initiate to be a partner for SMEs and local farmers in marketing these products. The company's vision is to become the best supplier of local snacks and traditional cuisines in Indonesia with a mission to empower local SMEs. Cap Ajam Djago focuses on traditional food products and the distribution of raw materials from rural areas. Cap Ajam Djago's main products are chips, chili sauce, and seasoning powders. However, as a newcomer to the local traditional snack and seasoning industry, the Cap Ajam Djago brand has low brand awareness compared to its competitors. This study aims to determine a business solution to enhance awareness of the Cap Ajam Djago brand by using qualitative and quantitative methods. A literature study, internal and external analysis is then applied to analyze the current condition and position of the company. For internal analysis, Cap AjamDjago apply Marketing Mix—4Ps, while for external analysis using Porter's Five Forces. The data that has been collected from the results of the internal and external analyses are then analyzed using SWOT analysis and business situation analysis using in-depth interviews and questionnaires to determine market perceptions. The results of the internal analysis show that the company's weaknesses are products that are easy to imitate, unmanaged social media, there's an absence of store and newcomers to the industry. Theresults of the external analysis show that there are threats to new competitors, threats of high product substitutes, and inconsistent product quality from suppliers. The results of the business situation analysis show that a healthy food campaign is needed, and labels of regional origin are less attractive. The researcher then created a new marketing strategy called the Marketing Mix—3Ps, which contained three marketing indicators, namely Perception, Promotion, and Products as business solutions. Marketing Mix—3Ps implementation at the company starts from the first week of October 2020 until the end of December2020. Keywords: SMEs, snack, traditional cuisine, brand awareness, marketing strategy, Marketing Mix4Ps, Porter’s Five Forces, SWOT Analysi