Proposed Marketing Strategy for Products in a Niche Market (Case Study: 3Kurma)

Abstract

Dates are widely consumed in Indonesia, especially during the Ramadan season. This
study aims to identify innovative marketing strategies, understand date consumption
patterns, and find obstacles that prevent dates from becoming a routine consumption
option outside of Ramazan. The mixed-methods approach is employed, combining
both quantitative and qualitative research methods to gain a comprehensive
understanding of consumer behavior, motivation, and preferences related to date
consumers. Data analysis was conducted using thematic analysis with the assistance
of NVivo software to organize the data and identify key themes. The results from 235
respondents highlight key demographic and behavioral insights. Additionally, date
type and quality are key factors in customer recommendations, indicating that sellers
should balance traditional marketing with catering to younger generations by creating
products aligned with healthy lifestyle trends and culinary innovation. 3Kurma can
demonstrate the product's versatility and premium quality. Pop-up events at malls,
markets, or popular local spots in Jakarta can be a highly effective marketing strategy
to build brand awareness, create a sensory experience, and engage directly with their
target audience in a unique and memorable way.