Page 216 - Proceeding The 2nd International Seminar of Science and Technology : Accelerating Sustainable Innovation Towards Society 5.0

nd
The 2 International Seminar of Science and Technology
“Accelerating Sustainable innovation towards Society 5.0”
ISST 2022 FST UT 2022
Universitas Terbuka
c) Number of Products Sold. The product sold of fish jelly products
of TSM reached 3,100 kg (6,960 packs)/month or 37,313.28 kg
(83,520 packs)/year with product weights between 440–500
grams/pack.
d) Consumer Characteristics. Consumers/buyers, both final and
agents/resellers, come from companies (CV. Salimah Seafood),
Offices (Government Agencies, Banking, Factories, Hospitals),
Foundations/Islamic Boarding Schools (Husnul Khatimah and
Nasrul Haq'sabilul Qur'an), Resellers (spread in several
regencies/cities in West Java), and households/final consumers
from the general public, civil servants/private sector and so on.
The market share of fish jelly products of TSM includes students of
foundations/islamic boarding schools, catering, cafes and restaurants
and consumers in West Java. In addition, its products have also
penetrated the provinces of Jakarta, Banten, Central Java, and
Papua. The Fishery Product Processing and Marketer Group “Nifari
Food” is one of the competitors of TSM in Cirebon City. To increase
market share, TSM increases sales more than its competitors by
acquiring more new customers who may be consumers who have not
purchased the product or customers of its competitors as well as
encouraging existing customers to become resellers so that they can
buy more products.
The marketing strategy used by TSM to achieve the market share
mentioned above, namely: offline and online marketing. The offline
marketing strategy is carried out to attract target consumers by making
banners in front of/around the company and reseller shops. The
disadvantage of this strategy is that the shop's visitors are only people
who are in the surrounding area. The Company participates in
exhibitions and bazaars held by the Government and the private
sector to attract new customers and encourage more purchases by
existing customers. In addition to selling directly at the exhibition and
bazaars, the company also distributes business cards and brochures
to visitors. Market absorption carried out offline for fish jelly products
reaches 90%. While the online marketing strategy is carried out to

ISST 2022 – FST Universitas Terbuka, Indonesia 193
International Seminar of Science and Technology “Accelerating Sustainable
Towards Society 5.0