<![CDATA[General Background The food and beverage sector in Indonesia, particularly the cake and snack category, exhibits significant growth driven by rising population numbers, urban expansion, and shifting consumer lifestyles. Specific Background Local culinary enterprises are capitalizing on domestic shifts from imported goods to home-produced items while utilizing modern digital trade platforms to reach broader audiences. Knowledge Gap Despite growing interest in artisanal food businesses, comprehensive empirical assessments integrating marketing mix frameworks, segmentation approaches, and digital adoption for legacy cookie brands remain limited. Aims This study examines the implementation of marketing strategies utilized by J&C Cookies Bandung in an effort to boost sales volume. Results The findings indicate that J&C Cookies effectively applies comprehensive marketing tactics, including digital marketing, branding, product development, pricing, distribution, and promotion, alongside a well-integrated 7P marketing mix and STP approach that successfully expands market share and raises sales. Novelty This research provides a contextual evaluation of combining traditional artisanal manufacturing with omnichannel digital distribution and targeted demographic positioning within the Indonesian cookie industry. Implications These insights offer a strategic benchmark for similar food and beverage enterprises seeking to adapt their marketing frameworks to contemporary digital business environments. Key Findings Highlights J&C Cookies successfully integrates a 7P marketing mix and STP approach to expand its market share and sustain consumer loyalty. The adoption of omnichannel distribution and digital marketing across platforms like Instagram, TikTok, and e-commerce marketplaces significantly broadens customer reach. Maintaining strict raw material standards and premium pricing reinforces the brand's positioning as a leading artisanal cookie producer. Keywords Digital Marketing, Marketing Mix, STP, J&C Cookies, Strategy Marketing]]>
