MOCHI MASTERY
A Strategic Approach to Elevate Sales through Product Innovation at Bangpanjifoods in the Islamic Culinary Market
Keywords:
product innovation, Bangpanjifoods, marketing managementAbstract
Culinary business competition requires management to develop appropriate strategies to be able to compete. Due to competition, there will be a decrease in sales in April 2023 by 1,362 (0,17%) from 7,720 mochi to 6,358 mochi. The declining sales at Bangpanjifoods indicates that its marketing management is also declining. Product innovation must be a priority strategy for Bangpanjifoods, because it has a very important role in a competitive market. The purpose of this research is to determine product innovation in increasing sales of Mochi Ichigo Daifuku viewed from an Islamic Business Perspective at Bangpanjifoods Bandar Lampung with. The method used is qualitative by means of interviews. There are 3 indicators in increasing Bangpanjifoods Sales, namely Product Quality, Product Variants and Product Design. The research results show that the product innovation used by Bangpanjifoods is improving product quality, increasing product flavor variants from 6 flavor variants to 10 flavor variants, and improving product packaging design by adding a logo, clear name, address, social media name, telephone number, and halal logo to increase sales reviewed from an Islamic business perspective.
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