PROPOSED BRAND LEVERAGE WITH ONE VILLAGE ONE PRODUCT (OVOP) APPROACH CASE STUDY: KALUA IN CIWIDEY
Nurunnisha, Gina Apryani
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One Village One Product (OVOP) is a community-based program development, with a market- based approach to economic development, firstly initiated by Dr. Morihiko Hiramatsu. In terms of marketing, it can be regarded as a brand with leveraging the existing brand equity approach. Ciwidey is a tourist area, such as Kawah Putih, Situ Patengan, Hot Spring Water Walini, and Rancaupas Campgrounds in South Bandung, which has a huge potential. Development is being encouraged to help the development of this area by leaps and bounds. The existence of Kalua as one of typical food of Ciwidey increases tremendous business opportunities in this area. Although Kalua has been on the market for 15 years, tourists are still not familiar with Kalua, and it has not been regarded as a product associated with Ciwidey. Another issue is that Kalua is not seen as an interesting product. This research was conducted in one company, namely Kalua Jeruk Ponyo as a model, in order to be more focused in analyzing marketing mix, internal company, customers, and suppliers. This research was done by analyzing the marketing mix product, analyzing the situation with 5C analysis, as well as corporate demand calculation in order to determine the root causes that lead to business issues described previously. This study was conducted on potential customers who visited Kawah Putih and consumers shopping in Kalua Jeruk Ponyo, by conducting in-depth interviews, questionnaires, and food testing. From the result study, based on the analysis of potential consumers and their consumption patterns, it is known that their product awareness was low and they were not interested in the product due to the absence of segmentation, targeting and positioning, lack of product innovation, the absence of marketing communication and SOP for production. Finally, this study generated a form of draft business solution segmentation, targeting, and positioning. The new product proposal was based on the results of food testing, and business-to-customer (B2C) integrated marketing communication strategy was applied to build relationships with other business partners. The main objective of the proposed business solution is to increase awareness and ultimately the market share. Moreover, the collaboration with government to make this OVOP program succeed is very important in order to solve the problem, namely increasing the market share of Kalua. Together with historical review of the growth of the OVOP movement led by Oita Prefecture, this paper attempted to identify the unique characteristics of the movement as well as its limitations, and proposed how Japan’s experience with the movement may be applied in Ciwidey. As Ciwidey OVOP is already known as a nearly- born movement, this study did not only focus on the comparison between two areas; but also learnt a good lesson from Japan, and discovered suitable practical application in order to apply them to the Indonesian context.