BUSINESS PLAN FOR SENDIKALA JAJAN WITH LOCAL CULTURE: MARKETING TRADITIONAL TEMERODOK SNACKS IN THE MODERN MARKET

Abstract

Sendikala Jajan is a snack startup that incorporates Lombok cultural nuances into its snack products. Temerodok (a typical East Lombok snack) is one of the products Sendikala Jajan aims to market in the modern market. This snack differentiates itself from other Lombok snacks due to its deep cultural elements and values. Sendikala Jajan is also targeting Gen Z and Millennial consumers, as these two generations are well-suited to Sendikala Jajan's digital marketing strategy. The business will also market across various platforms and social media platforms frequently used by Gen Z and Millennials, leveraging marketing analytics and data to optimize promotions. Sendikala Jajan also plans to collaborate with food influencers and integrate packaging with interactive QR codes to enhance consumer education about the culture behind the food. From a financial perspective, Sendikala Jajan projects a much more conservative but still profitable projection, with an annual revenue target of IDR 500 million and a net profit of IDR 150 million. This growth can also be supported by various operations if this business has many consumers, which will be projected with a direct sales model to consumers and also a digital branding strategy that can reduce distribution costs for these snacks while being able to increase business visibility. There is a long-term expansion that includes diversification of this business's products and also increasing regional to global scale by targeting a profit margin of 5% through existing operational efficiencies. At Sendikala Jajan, we also want the products sold not only from the food business but also the opportunity to invest in a business brand that has a strong cultural background by combining digitalization in the brand that will be developed continuously which is expected to be able to bridge tradition with modern lifestyle trends.