Marketing Strategy of Coffee Products “Cornfuse”

Dimas Ero Permana, Pearl Loesye Wenas (), Fonny Sangari, Merryany Bawole, Benny Irwan Towoliu and Sintia Rajamuddin
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Dimas Ero Permana: Tourism Departement
Pearl Loesye Wenas: Tourism Departement
Fonny Sangari: Tourism Departement
Merryany Bawole: Tourism Departement
Benny Irwan Towoliu: Tourism Departement
Sintia Rajamuddin: Tourism Departement

A chapter in Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), 2025, pp 543-551 from Springer

Abstract: 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.

Keywords: Coffee Products; Cornfuse; Marketing Strategy (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-938-4_61

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