| Issue |
E3S Web of Conf.
Volume 373, 2023
ISEPROLOCAL 2022 - The 3rd International Seminar on Promoting Local Resources for Sustainable Agriculture and Development
|
|
|---|---|---|
| Article Number | 04008 | |
| Number of page(s) | 8 | |
| Section | Food Science and Agriculture Technology | |
| DOI | https://doi.org/10.1051/e3sconf/202337304008 | |
| Published online | 14 March 2023 | |
Packaging design as a marketing and branding strategy for Kampar pineapple chips products
1 Riau University, Agricultural Technology Industry Study Program, Bina Widya Campus KM 12.5, Pekanbaru Riau, Indonesia
2 Riau University, Economic Development, Bina Widya Campus KM 12.5, Pekanbaru Riau, Indonesia
3 Andalas University, Agricultural Technology Industry Study Program, Limau sweet, Padang, Indonesia
4 Riau University, Department of Agrotechnology, Faculty of Agriculture, Bina Widya Campus KM 12.5, Pekanbaru Riau, Indonesia
5 Politeknik Negeri Payakumbuh, Livestock Production Technology, West Sumatra, Indonesia
6 Riau University, Department of Forestry, Faculty of Agriculture, Bina Widya Campus KM 12.5, Pekanbaru Riau, Indonesia
7 Riau University, Department of Agribisnis, Faculty of Agriculture, Bina Widya Campus KM 12.5 Pekanbaru Riau, Indonesia
* Corresponding author: yelly.zamaya@lecturer.unri.ac.id
Pineapple is a popular crop in the peatlands of Riau province. One of the centers for pineapple production in Riau Province is Kualu Nanas Village, Tambang District, Kampar Regency. Pineapple is processed into chips, one of Riau Province's typical souvenirs. The pineapple chip industry in Kampar Regency faces various obstacles, such as very simple product packaging, short shelf life, varied or negotiable prices, and sub-optimal distribution and marketing. This study aimed to analyze marketing strategies and update the packaging design of pineapple chips to increase sales of pineapple chips. This research uses quantitative descriptive analysis methods (IFE and EFE matrix analysis) and qualitative descriptive analysis (SWOT analysis). Primary data was collected by survey method through interviews and field observations, while secondary data was collected by literature study. The IFE matrix has a score of 2.6165, while the matrix EFE score is 2,5195. One of the results of formulating the pineapple chips marketing strategy is the renewal of the packaging design and improving product marketing through digital marketing.
© The Authors, published by EDP Sciences, 2023
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