The Conceptual Idea of Strategy to Increase Sales of Traditional Wet Cakes in Gunungkidul Regency

Abstract

Traditional food is one of the characteristics of a region. The marketing of traditional cakes is often done using traditional methods. Wet cakes are cakes with a soft, moist, and tender texture. These cakes are usually made for traditional ceremonies, rituals, or celebrations, as well as for daily snacks. This article aims to provide advice and input to traditional wet cake MSME actors to improve their sales. The methods used are literature study and interviews with business owners. The problem framework offered to increase sales includes product innovation, brand usage and registration, marketing development through promotion, and packaging improvement. MSME actors of traditional wet cakes can coordinate with relevant organitations such us Directorate General of Intellectual Property for trademarks, Health Office for Food and Beverage Business Licensing (PIRT), Industry, Cooperatives, SMEs, and Manpower Gunungkidul Regency Office for packaging, MSME communities, and partnerships with souvenir shops regarding marketing and promotion, as well as conducting product innovation trials to enrich product variations.