Packaging design as a marketing and branding strategy for Kampar pineapple chips products

Abstract

Pineapple is a popular crop in the peatlands of Riau province. One of the centers for pineapple production in Riau Province is Kualu Nanas Village, Tambang District, Kampar Regency. Pineapple is processed into chips, one of Riau Province's typical souvenirs. The pineapple chip industry in Kampar Regency faces various obstacles, such as very simple product packaging, short shelf life, varied or negotiable prices, and sub-optimal distribution and marketing. This study aimed to analyze marketing strategies and update the packaging design of pineapple chips to increase sales of pineapple chips. This research uses quantitative descriptive analysis methods (IFE and EFE matrix analysis) and qualitative descriptive analysis (SWOT analysis). Primary data was collected by survey method through interviews and field observations, while secondary data was collected by literature study. The IFE matrix has a score of 2.6165, while the matrix EFE score is 2,5195. One of the results of formulating the pineapple chips marketing strategy is the renewal of the packaging design and improving product marketing through digital marketing.