MARKETING DEVELOPMENT STRATEGY AND INNOVATION EMPOWERMENT OF ROBUSTA COFFEE IN BASEH VILLAGE, KEDUNGBANTENG DISTRICT, BANYUMAS REGENCY, CENTRAL JAVA PROVINCE.

Abstract

Baseh Village has local coffee products which are managed by the Village-Owned Enterprises (hereinafter BUMDES). One of the obstacles faced by BUMDES managers is the continuous marketing and product innovation process. The strategy that can be done is the marketing mix. The expected result of this strategy is an increase in marketing and market expansion that can be achieved by Baseh Village coffee products. The marketing mix strategy for Robusta baseh coffee includes six things namely Product, Price, Place, People, Process, and Promotion. First, the products in the form of ground coffee and coffee beans. Price, the selling price for ground coffee per 100 gram is Rp. 15,000, while the selling price for coffee beans per kilogram is 50,000. Place, where the production of Baseh Robusta Coffee is centered in the BUMDES office which is managed by the BUMDES team. While the place to market the product, there are stalls in Baseh village, coffee shops and rest areas in Baseh village, Baturagung fruit gardens, and cafes that are buyers of Baseh Robusta Coffee. People, the human resources involved are the baseh coffee farmer group, the BUMDES coffee production team, and the Baseh village youth group. Process, the production process starts from coffee fruits become ground coffee that is ready to be consumed. Promotion, promotional innovations that will be carried out are through blogs, web, social media, initiation to cafes, and promotions to every guest who visits the village hall or to the village apparatus house. Another strategy used as a solution to the problem of product innovation is the empowerment of the creative digital marketing team for coffee products.