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All Journal Prospera: Journal of Economics, Management and Business Studies
Nur Kasanah
Universitas Islam Negeri Kiai Ageng Muhammad Besari Ponorogo; Indonesia

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Innovation of Variant Flavour and Visual Product to Increase Brem Sales in Kampung Brem Cintya Kusuma Wardani; Nur Kasanah
Prospera: Journal of Economics, Management, and Business Studies Vol. 1 No. 1 (2026)
Publisher : Avicenna Litera Edutech

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67918/prospera.v1i1.2

Abstract

Increasing competition in the traditional food industry requires local entrepreneurs to innovate to remain competitive and sustainable. One of Madiun’s traditional culinary products facing such challenges is brem, particularly that produced in Kampung Brem Kaliabu. Changes in consumer preferences, especially among younger generations, have highlighted the importance of innovation not only in product taste but also in product visuals. This study aims to analyze the implementation of flavor variants and product visual innovations to increase Brem sales, identify the challenges producers face, and examine the impact of these innovations on product attractiveness and sales performance. This research employed a qualitative, descriptive method. Data were collected through observation, in-depth interviews, and documentation involving ten brem producers in Kampung Brem Kaliabu, Mejayan District, Madiun Regency. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The findings indicate that innovations in flavor variants, such as the introduction of fruit and chocolate flavors, and improvements in product visuals through modern, informative packaging significantly increase product value, consumer interest, and sales volume. However, producers continue to face challenges, including limited capital, insufficient knowledge of product innovation, low utilization of digital marketing, and restricted access to packaging Design resources. In conclusion, flavor variants and visual innovations are proven effective strategies for increasing Brem sales and require continuous support from the government and related institutions to strengthen the competitiveness of local products.
Marketing Mix Strategy in Increasing the Competitiveness of Bluder Mbah Tjokrat Ponorogo Alfi Noor Rohmah; Aliya Zahra Anas Tasya; Alviolita Limas Asifa; Annisa Rohmatul Hidayah; Arlinda Estiningrum; Nur Kasanah
Prospera: Journal of Economics, Management, and Business Studies Vol. 1 No. 2 (2026)
Publisher : Avicenna Litera Edutech

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67918/prospera.v1i2.32

Abstract

Local culinary MSMEs play an important role in strengthening regional identity and supporting community economic growth. Bluder Mbah Tjokrat Ponorogo is a local souvenir-based MSME that develops bluder bread products by combining traditional taste with distinctive local flavor innovations. This study aims to analyze the implementation of the 7P marketing mix strategy, identify the obstacles encountered, and explain its impact on sales improvement. This study used a descriptive qualitative method, with data collected through observation, interviews, and documentation. The data were analyzed through data reduction, data display, and conclusion drawing, while data validity was strengthened through source and method triangulation. The results show that Bluder Mbah Tjokrat has implemented the 7P marketing mix strategy, consisting of product, price, place, promotion, people, process, and physical evidence. This strategy is reflected in flavor innovation, varied pricing, a strategic location, online and offline promotion, friendly service, standardized production processes, and neat store displays and packaging. However, several obstacles remain, particularly in price perception and inconsistent digital promotion. The implementation of the 7P marketing mix has had a positive impact on increasing sales and expanding market reach. This study concludes that the 7P marketing mix is fairly effective in supporting MSME competitiveness, but further strengthening is needed in digital branding and price positioning.
Co-Authors Alfi Noor Rohmah Aliya Zahra Anas Tasya Alviolita Limas Asifa Annisa Rohmatul Hidayah Arlinda Estiningrum Cintya Kusuma Wardani