Marketing Plan for Business Startups "Jamu Partnership" in Indonesia

Abstract

Background – Traditional Indonesian medicine is known as Jamu. Jamu as the legacy of the ancestors of the Indonesian nation has been used for generations by the community as a drink to maintain the health of the body. Jamu lovers are still dominated by baby boomers because of the stigma of bitter jamu that develop in society, especially among millennials. Jamu with a good taste becomes one of the options in the midst of the rise of contemporary drinks that do not necessarily provide health benefits. Socialization of the culture of fondness for jamu by the Government continues to be campaigned through activities of drinking jamu. Government also support activity medical tourism services through jamu café. The lack of jamu cafes that serve delicious product an opportunity for startup who want to do business in the field of jamu. The high unemployment rate, entrepreneurial desire and the growth of jamu market that is presented further strengthen the opportunity to open a jamu partnership business. This big opportunity needs support with strong marketing activities. Method – Using STP and Marketing Mix (NICE and 7P) strategies. Result – This analysis can help business partnership startup companies in the field of jamu as a strategy in marketing. Keywords: Marketing Plan, Startups, Jamu Partnership, Business Opportunity, Indonesia.