Detail Cantuman

PRODUCT DESIGN INNOVATION MEDIA PROMOTION AND SALES PROMOTION SELECTION STRATEGY BROWN SUGAR FARMERS GROUP OF BUMI ASIH DISTRICT IN THE VILLAGE TAPEN BONDOWOSO

Fredy Eka Ardhi Pratama
Studies Program of Agribusiness
Graduate Program


ABSTRACT

Internship Empowerment (MKP) is one of the subjects who apllied to the program study agribusiness graduate programs at the Politechnic of Jember, the target is the Cane Farmers Group Bumi Asih Village Wonokusumo District of Tapen regency. Farmers Group Bumi Asih Cane Sugar Industry Factory or so-called "Sugar Mini" Bumi Asih a membership of 17 people with a production capacity of 7 until10 Kw/ per 10 hours. The observation effort brown sugar becomes an alternative economic activities sugarcane farmers in marketing his crop, sugarcane farmers only menngirim yield to White crystal sugar factory. Delays sugar harvest will be undertaken by the factory are often detrimental to sugarcane farmers, late harvest/harvesting of sugar cane causes the cane to dry, low weight and yield. Business development opportunities brown sugar made from sugar cane juice in liquid form, it is still quite a large area where the industrial sector is still in short supply of raw material liquid brown sugar, it adds to the motivation of farmers to expand the scale of its business. The purpose of the implementation of the Internship Empowerment (MKP) are (1) To identify problems, formulate and provide alternative solutions to problems (problem solving), which took place on location MKP, (2) Identify and explain the organization's management system, work procedures and scope on location MKP. Approaches and methods undertaken to issue the production process: (1) make the product more attractive than before. Consumers will be attracted to the product Factory "Sugar Mini" Bumi Asih if given a touch of creative ideas. Innovations can be born from the old product is modified slightly so as to give the feel or impression to consumers. (2) sales promotion strategies through the establishment of a sales force or a salesforce that is designated by the Plant Management Governance "Sugar Mini" Bumi Asih. Sales force formed by three indicators of skills, responsiveness and professionalism. Salespeople should obtain sufficient and continuous training so that they are more skilled. Design innovation product brown sugar in a Factory "Sugar Mini" Bumi Asih is an idea that has long wanted to be applied so that with the process of MKP (Internship Empowerment) the manufacturer wants to widen the market with a new target market for refined households, by having packaging adequate to be marketed with a new target market and have a clear identity. Media campaigns used include information and excess of sugar cane cap Bumi Asih. Packaging has a dual function as a useful addition to the protective products, also part of the media strategy contained promotional information about products and excess sugar cane cap Bumi Asih.


Keywords: Brown Sugar Processing, Innovation Product, Sales Promotion Strategy.