STRENGTHENING BRAND EQUITY OF SUKABUMI TRADITIONAL CULINARY TO BECOME A NATIONAL CLASS BRAND: STUDY CASE OF MOCI PRODUCT AS SUKABUMI UNIQUE CULINARY
Joko, Ratih Hurriyati

Education University of Indonesia

Abstract

STRENGTHENING BRAND EQUITY OF SUKABUMI TRADITIONAL CULINARY TO BECOME A NATIONAL CLASS BRAND: STUDY CASE OF MOCI PRODUCT AS SUKABUMI UNIQUE CULINARY

Joko1, Ratih Hurriyati2
Post graduated Students Education University of Indonesia1, Lecture Education University of Indonesia2
Email: joko68@upi.edu, rhurryati@upi.edu
Management Science Department of Posgraduate School Education University of Indonesia

Abstract

Strategic Plan of Tourism Ministry period 2015-2019 set the traditional culinary development as one element of tourist attraction (ODTW). The policy encourage all regions in Indonesia competing to explore the attractiveness, advantages, and selling value of their region unique traditional culinary either as a reception menu or as gift by the tourists who come to visit. These developments have resulted in traditional trademarks transforming from the originally only one common name such as Mochi, Peuyeum, Sale of Banana, Bika Ambon, and so on, becoming branded and more distinguished from other producers (branding) in form of unique or different flavors, colors and packaging (differentiation). These branding and differentiation efforts for traditional entrepreneurs are not planned on the basis of marketing principles to reinforce brand identity, brand image and brand positioning through market research, in order to obtain an appropriate marketing mix strategy. Actually, the application of marketing principles is important for traditional culinary entrepreneurs to build brand equity, which in turn forms loyalty of their customers. Particularly in the Sukabumi region, one of the typical culinary is Moci, which is a round shaped rice-based flour and glutinous rice flour, generally contains green beans. Moci cake production is still produced traditionally so that its free from preservatives, causing the snack can only last at most 3 days since made. The development of the accessibility of the Sukabumi area (Bogor Sukabumi toll road), delivery services and information technology that enable online sales, those become market opportunities for traditional culinary producers, especially Moci to seriously build their brand equity, in order to access wider market share in national level. Certainly by considering the freshness and expiration of the Moci product

Keywords: Traditional culinary, brand, differentiation, brand equity, market opportunity

Keywords: Keywords: Traditional culinary, brand, differentiation, brand equity, market opportunity

Topic: Financial Management and Accounting