Strengthening Brand Equity of Local Food to be a National Brand Class

摘要

Strategic Plan of Tourism Ministry period 2015-2019 sets the traditional culinary development as one element of tourists attraction. The policy encourages all regions in Indonesia in competing to explore the attractiveness, advantages, and selling value of their region unique traditional culinary either as a reception menu or as a 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 Moci, Peuyeum, Sale pisang, 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 it's free from preservatives, causing the snack can only last at most 3 days since made. Since the development of the accessibility in Sukabumi area where the delivery services and information technology enables to do online sales, it becomes a market opportunities for traditional culinary producers. To add, it can help the producer to seriously build their brand equity, in order to access the wider market share in national level, certainly by considering the freshness and expiration of the Moci product.