Marketing Strategy of Coffee Products “Cornfuse”

DOI

10.2991/978-94-6463-938-4_61How to use a DOI?

Keywords

Coffee Products; Cornfuse; Marketing Strategy

Abstract

In developing new products, sometimes companies or business units are faced with product ideas, socio-cultural restrictions, government regulations, capital, and barriers to entry into the market, especially when the product is considered a substitute product. In addition, in the process of introducing products to a very complex market, products are also prone to imitation products. Nowadays, competition is no longer about controlling a large market, but rather about controlling market niches and being able to maintain sustainability between producers and buyers. Here there is a war of marketing strategies to convince consumers to buy the products offered. This is the problem in this study, where this product is a health drink made from corn processed into coffee powder, to reach target consumers who are susceptible to kofein. The purpose of this research is to design a marketing strategy for coffee products derived from corn, which in the process uses traditional methods. This product is made by Manado polytechnic students, majoring in Tourism. The positioning of this product is a healthy coffee drink. The research method used is descriptive qualitative, with a market analysis approach, product positioning branding and sustainable marketing. Data collection techniques are literature study, observation and interviews. The results of the study show that in order to reach the market, the marketing strategy used is through segmentation, targeting, and positioning combined with branding and packaging that emphasizes environmentally friendly elements.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dimas Ero Permana
AU  - Pearl Loesye Wenas
AU  - Fonny Sangari
AU  - Merryany Bawole
AU  - Benny Irwan Towoliu
AU  - Sintia Rajamuddin
PY  - 2025
DA  - 2025/12/31
TI  - Marketing Strategy of Coffee Products “Cornfuse”
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
PB  - Atlantis Press
SP  - 543
EP  - 551
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-938-4_61
DO  - 10.2991/978-94-6463-938-4_61
ID  - Permana2025
ER  -