American International Journal of Business Management (AIJBM)

ISSN- 2379-106X, www.aijbm.com Volume 5, Issue 05 (May-2022), PP 69-77

Influence of MarketingMix Strategy onZayurku's Business Plan

Freddy Raya Napitulu1, Tantri YanuarRahmat Syah2, Rhian Indradewa3, Ketut
Sunaryanto4.
1
(Faculty of Business Economics EsaUnggul University Indonesia)
2
(Faculty of Business Economics EsaUnggul University Indonesia)
3
(Faculty of Business Economics EsaUnggul University Indonesia)
4
(Faculty of Business Economics EsaUnggul University Indonesia)
*Corresponding Author: Freddy Raya Napitupulu1

ABSTRACT : Foodservice providers now compete on a new level for client pleasure as the contemporary
world and its people's habits change. So, food firms have to come up with a plan to keep their goods in
demand, one of which is via marketing techniques executed by each company in the very competitive
industry. This study aimed to investigate the extent to which Zayurku's 7 P marketing approach for ready
meals had an impact. A detailed study of previous research connected to the mixed idea of marketing and
descriptive analysis examines the best practices of 7 P marketing strategies currently in use. Applying all
seven points of the 7p marketing strategy with the situation that Zayurku's firm will operate is how the
process works. According to the findings of this research, Zayurku's marketing approach includes both
traditional and digital elements. Customer satisfaction is anticipated from Zayurku's company's goods and
services because of the company's strong reputation.
KEYWORD : Ready Meals, Healthy Food, Strategic Financial, Business Plan, Zayurku.

I. INTRODUCTION
Indonesia's population expansion, technical advancements, and ease of access to money all contribute
to the food sector development. The emergence of franchised food entrepreneurs and independent food
enterprises demonstrates the expansion of the food sector. In order to take advantage of the expanding market
potential in the food industry, organizations must add value to taste, packaging, service, and affordability. As a
result, the food industry's development is directly linked to the need of consumers for convenience and speed in
the preparation of their meals. Demand Will Be Driven by Shifting Consumer Preferences and Lifestyles The
growth of the food and beverage business has been heavily influenced by consumer trends, tastes, and special
interests. Because of the growing desire among customers for ready-to-eat, quick, minimally processed foods
with extended shelf lives and good quality, food packaging trends in the food and beverage industry have seen
significant changes in recent years. Knowing what customers want and how to meet their expectations more
effectively and efficiently than rivals is one method to fulfill a company's objectives (Phillip Kotler and Keller,
2012). In order to keep the previous customer, re-buying interest is required. In order to achieve both of these
goals, a firm must have a solid marketing plan in place to remain competitive. Due to the hectic city life in
Jakarta, free delivery services have become essential in the digital age of high mobility. This includes ordering
food, health services, medication, and other essentials (Andayani et al., 2020).
With their hectic schedules and limited abilities to prepare nutritious meals like veggies and side
dishes, Zayurku premade meals provide an alternate option for customers. The marketing mix is the ideal way to
analyze all operational components of Zayurku marketing since it looks at goods, services, pricing, and location
in the Zayurku market. Despite this, the Zayurku marketing mix utilized by zayurku is 7P in the present digital
competition. Using the 7P marketing mix, it is believed that Zayurku would be able to come up with a winning
plan. Product, pricing, promotion, venue, people, physical proof, and process are all factors in 7P Arena
Corner's marketing mix.
Based on the findings outlined above, experts believe that the 7P marketing mix variable has become
an essential concern in today's company competitiveness, which has resulted in gaps. For that reason, a study
entitled "The Influence of Marketing Mix Strategy on Zayurku Ready Food Businesses" is a good fit for
academics (Case Study on Zayurku Indonesia).

II. LITERATURE REVIEW

2.1. Sales Marketing Strategy
By conceiving, presenting, and freely sharing good items and services with others, marketing is a social
activity. According to Phillip Kotler and Keller (2012), the American Marketing Association
defines marketing as "the process of planning and implementing thought, pricing... and promoting, as well as
distributing ideas, goods, and services to create exchanges that meet individual and organizational goals."

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Influence of Marketing Mix Strategy onZayurku Business Plan

Management choices and activities to differentiate a firm from its rivals and retain its competitive advantage are
referred to as strategic decisions and actions. A company's strategy must be tailored to the goals, resources, and
environment it operates. Daniel (2018)To create demand for their goods and improve performance, marketing
strategies are used by firms to give their target consumers high-quality items at reasonable costs; provide
successful promotional methods, and engage with their distribution channels (Gituma, 2017).
2.2. Marketing Mix
Kotler and Keller (2012) define the Marketing Mix as a collection of marketing instruments that
organizations employ to accomplish their marketing objectives in the target market continually. There are also
marketing mix changes, in which the manufacturer tailors the aspects of the marketing mix to the specific
needs of each market. To get the most out of this marketing mix, it is important to employ it in line with the
company's current condition. A marketing manager's knowledge of the Marketing Mix is based on aspects that
may be exploited to influence customer purchase choices, as defined above. Product, Price, Place, and
Promotion have long been considered the four pillars of marketing. As consumers' expectations rise, the
service business must adapt to include the "4P" of People, Process, and the Physical Environment (PPE)
(Hashim and Hamzah, 2014). Products, pricing, locations, and promotions are all aspects of a company's
marketing strategy that it employs in response to external and internal market pressures to accomplish its
objectives (Philip Kotler &Armstrong, 2016). A mixed marketing plan includes all of a company's actions to
ensure that the target market favorably impacts its product's demand. Organizations that want to satisfy the
demands of their consumers should often put their efforts into learning about their clients and devising
effective methods for doing so (Muchiri, 2016). Many aspects go into determining a product's pricing,
location, marketing, people, procedure, and evidence.
2.2.1. Product
According to Kotler dan Armstrong (2016) 'Product' may be anything that can be presented to a market
for attention, acquisition, usage, or consumption and may fulfill a need. Another way of saying this is that a
product is everything that a firm has to provide to the market to satisfy that market's desires and needs. Products
and services are also included here (Kotler and Keller, 2012). Product Variation, Product Quality, and Product
Display may all be used to assess the quality of a product in the marketplace.
2.2.2. Promotion
Using all of the components of the Marketing Mix, the company's promotional activities aim to sway
potential customers (7P). To put it simply, promotion is one method of marketing communication that aims to
share information, influence, and remind the target market of the company and its goods so that they are
inclined to accept, purchase, and be loyal to those things. Advertising, sales promotion, public relations, and
direct marketing may all be utilized in this industry. Advertising medium should be chosen according to the
product's shape and function. Tjiptono (2005) provides a framework for measuring promotions: the first level is
the ad's momentariness, and the second is the publicity of rivals.
2.2.2.1. Personal Selling
Using face-to-face interactions, salespeople who engage in personal selling want to pique the attention
of potential customers and get them to purchase their wares. Promoting a product or service via one-on-one
contact with potential customers allows sellers to learn more about the wants and requirements of their target
market and get feedback directly from those customers themselves. Because personal selling involves face-to-
face interactions between buyers and sellers, customers' desires, behaviors, and purchasing motivations may be
seen in real-time. A more rapid response is possible because of this.
2.2.2.2. Publicity – Public Relations (PR)
Publicity is a certain amount of information about a person, item, or organization disseminated to the
public through the media. When compared to other promotional tools, publicity has several virtues, among
others: More trustworthy, because in the form of news, not an advertisement, can reach people who do not want
to read the ad, can be placed on the front page of a newspaper or in other prominent positions.
2.2.2.3. Sales promotion (Sales Promotion)
Sales promotion is a marketing activity in addition to personal selling, advertising, and publicity that
encourages the effectiveness of consumer purchases by using tools such as shows, exhibitions, demonstrations,
and so on and discounts such as discounts on product purchases. Zayurku also conducts promotions through
digital marketing conducted at certain events, and innovations that are the fundamental strength of marketing
will continue to be done to position the brand in the minds of prospective consumers (Marsuki et al., 2019).
Some examples of sales promotion methods: Giving examples of goods for free is one of the sales promotion
tools considered the most expensive and the most effective. Gift coupons are very effective because they make
people quickly interested. The rebate is a reduction in the price given to the buyer—direct discounts. Show,
showing off items at certain times, places, and situations. All sales promotions are psychologically affecting
purchases.

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Influence of Marketing Mix Strategy onZayurku Business Plan

2.2.2.4. Direct Marketing (Direct Marketing)

According to Kotler (2002), Direct Marketing is marketing that uses a variety of media to interact
directly with consumers, usually calling consumers for immediate response. Direct marketing is when
companies want to establish direct communication with customers, they use direct communication strategies,
which are more able to interact, databases that trigger the marketing communication process using media to
drive customer response. Based on 2018 statistics, the most effective marketing plan is social media marketing.
Social media marketing is the best way in the top 18% of the list compared to other ways of marketing (Arifin et
al., 2019).
2.3. Price
Price contains an understanding, an exchange rate of goods or services generally expressed in monetary
units (Rupiah, Dollar, Yen, etc.). In the business world, prices have many names, for example, in the world of
trading products called prices, in the world of banking called interest, or in the business of accounting services,
consultants called fees, taxi transportation costs, telephones are called tariffs while in the world of insurance is
called premiums. According to Phillip Kotler and Keller (2012), Price is the amount of money charged for a
product or service or the amount of the consumer exchange rate on the benefits of owning or using that product
or service. The Price in question is the amount of money the customer must pay to get the offered product or
service (Widardi et al., 2019).
2.4. Place
According to Sutojo (2009), distribution is an effort so that a product can be available in places that
make it easier for consumers to buy it whenever consumers need it. Location selection requires careful
consideration of several factors, among others (Huriyati, 2008): First is Access, for example, a road that makes
it easier for consumers to reach the place. Both Visibility, for example, locations that can be clearly seen from
the roadside. All three parking lots have their own parking space or space or use public parking. The fourth
expansion, there is enough space for business expansion in the future. Fifth government regulation, such as a
business license letter. The sixth competition, namely consideration of the location of competitors.
2.5. People
According to Nirwana (2004), people are people who have a hand in providing or showing the services
provided to consumers during the purchase of goods. In this study, restaurant employees play an active role in
providing services to consumers during purchases. This people factor plays an active role. It can positively
affect purchasing decisions, as developed by Kotler and Keller (2012), the more positive the performance given
to consumers, the better the impact in making purchasing decisions. According to Ratih (2005;62), people are:
"all actors who play a role in the presentation of services or products to influence purchases. ―Elements of
people are company employees, consumers, and other consumers in the service environment. According to
Ratih (2005; 63), this people element has two aspects: First Service People. Service people usually hold dual
positions for service organizations, namely holding services and selling these services. Good service, fast,
friendly, meticulous, and accurate can create customer satisfaction and loyalty to the company that will
eventually improve the company's good name. Both customers. Another factor that influences is the relationship
that exists between customers.
2.6. Process.
According to Philip Kotler (2006), the process here is to cover how the company serves the demands of
each consumer. Starting from the consumer orders (orders) until finally they get what they want. Certain
companies usually have a unique or special way of serving their consumers. What is meant by the process in
marketing is the entire system that takes place in the implementation and determines the quality of smooth
implementation of services that can provide satisfaction to its users.
2.7. Physical Evidence
"Support facilities are part of the marketing of services that play a pretty substantial role," writes
Nirwana (2004). In order to ensure the long-term viability of these services, they typically need additional
infrastructure for delivery. Customers will better understand the service if it has existing support facilities. The
following physical service aspects must be taken into consideration by marketers when developing high-quality
services: Customers' service infrastructure must also be taken into account by firm management. Customers
consider a variety of factors when making a purchase decision, including the presence of impressive facilities
with air conditioning, cutting-edge telecommunications technology, and high-quality office furnishings,
amongst others. According to Timpe (2004), a restaurant's physical amenities are essential because they
contribute to the ambiance, influencing how much customers enjoy their meals. The following are the six
categories into which physical facility indicators may be divided: The First Shade (wall color, color of
equipment used). It is possible to use either layout (plant order, wall fibers). The Third Lamp (lighting both
indoors and from the outdoors). Fourth, items that make life easier (restrooms, trash cans, and other equipment).
5th Furnishing (number of seats and tables). The Sixth Environment (the atmosphere displayed through
decoration or existing music).

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Influence of Marketing Mix Strategy onZayurku Business Plan

III. METHODOLOGY
The type of research conducted is a type of research with inductive quantitative methods, this is
because this study is intended to conclude correlation between the variables studied. Inductive quantitative
methods, are also studies whose nature can be calculated in number by statistical methods. A causal quantitative
approach is a scientific approach to managerial and economic decision-making that aims to obtain evidence of
cause-and-effect relationships or the influence of research variables.

IV. RESULTS AND DISCUSSIONS

Based on the results of the implementation of marketing strategies carried out by researchers, the
strategy applied by Zayurku in winning competition with competitors from marketing strategies is to implement
the Marketing Mix 7P strategy and improvements on several digital channels in its promotional strategy.
Broadly speaking, the results applied by the researchers are as follows.
4.1. Product Strategy
Products are goods, services and rights and a combination of all of them. Rights are understood as the
right to use certain goods or services or certain financial services. The product offered is a healthy ready-to-eat
food named Zayurku.
4.2. Price Strategy
Two (two) price schemes are possible at this point in the development of a new product, and they are as
follows: 1) Floating Costs (Skimming Price), Setting high prices in order to make a profit and pay expenses (the
company can convince consumers that the product is different from other similar products). Skimming works
well when few rivals and price differential in a particular market niche. When a corporation is not ready to go
into full-scale manufacturing, skimming might be utilized to restrict demand. Furthermore, skimming may raise
the product's worth extremely high. As long as the market is not too split into distinct categories, this pricing
approach may be used to gain market share and demand, and the product does not have much symbolic
meaning. Price-conscious target markets may benefit from this strategy as well. Zayurku's pricing strategy is
based on penetration prices, where ready-to-eat food items with relatively new self-heating technology are
introduced to the general public using penetration price techniques to establish a high market share and a
significant profit for the firm. Compare zayurku service costs to those offered by other companies in your area.
Zayurku's menu and ready meals are:

Table 1. Zayurku products and prices

AREA PRODUCT INGREDIENTS PRICE

Chicken Soup Organic rice, vegetable soup, seasoning, sambel, chicken 25.000
JAVANESE Vegetable Lodeh Ani Chicken Organic rice, vegetable lodeh, seasoning, sambel, chicken, anchoic fish 25.000
Vegetable Asem Organic rice, vegetable asem, seasoning, sambel, salted fish, Chicken kremes 25.000
Soto Medan Organic rice, jackfruit vegetables, seasonings, sambel, rendang 25.000
Jackfruit Vegetable Rendang Organic rice, jackfruit vegetables, seasonings, sambel, rendang 25.000
SUMATRA
Sweet Chicken Young Cassava Leaves Organic rice, cassava vegetables, herbs, sambel, chicken 30.000
Vegetable Rebung Asam Sambal Tempoyak Organic rice, vegetable shoots, seasoning, sambel, chicken 30.000
Stir-fry PakChoy Chicken Betutu Organic rice, pakchoy vegetables, seasonings, sambel, betutu chicken 40.000
BALI-LOMBOK
Plecing Kale Chicken Taliwang Organic rice, vegetable plecing, seasoning, sambel, chicken taliwang 35.000
Eggplant Chicken Stingray Organic rice, vegetable eggplant, seasoning, sambel, stingray 30.000
KALIMANTAN
Gangan Waluh Organic rice, Gangan vegetables, seasoning, sambel, chicken 35.000
SULAWESI Ihutilinangka Organic rice, Ihutilinangka vegetables, seasonings, sambel, chicken 35.000
Source: Zayurku

4.3. Place/Distribution Channel Strategy

In the words of Kotler and Keller (2012), a distribution channel is a series of interdependent
organizations that participate in making a product or service ready for use or consumption. According to Adrian
Payne (2001), "distribution channels" relate to deciding who would engage in providing services, such as
businesses or people. Companies such as manufacturers create and distribute their products via various
distribution channels. According to Philip Kotler (2002), the length of a channel is determined by the types of
channels visible from several intermediary phases, namely: A one-level channel with just one seller
intermediary, such as a store or a distributor, is a zero-level channel (also known as a direct-marketing channel).
Retailers and wholesalers are two intermediaries in a two-level channel; wholesalers, wholesalers, and retailers
are three intermediaries in a three-level channel; or firms that utilize representatives for their company.
The firm carries out marketing plans and sales goals via the use of distribution channels established and
controlled by the organization. Sales of the company's products or services should thus improve, resulting in
increased profits for the business. The number of sales used to calculate a company's earnings is heavily
influenced by the distribution channels used to make those sales. Distribution channels play an essential part in
raising sales volume, from the company's cost efficiency to the company's goal of contacting prospective
customers to raise sales, as seen above. Product or service volume sales rise due to higher amounts being sold
via the company's distribution channels; this is the primary goal. Zayurku employs both physical and online
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Influence of Marketing Mix Strategy onZayurku Business Plan

channels, especially B2C and B2B, when marketing. Offline Zayurku employs distribution businesses to get
items into convenience shops. A contemporary industry developed throughout Indonesia. Zayurku employs e-
commerce enterprises to promote their items using digital apps in the internet marketplace.
4.4. Promotion Strategy
Because promotion is inextricably linked to marketing, it cannot function without it. Products and
services may be promoted in various methods, including advertising and word-of-mouth. There are several
advantages to promoting your business, including the following: In order to keep customers from switching to
competitors' products, promotion can help enhance customer loyalty; 3) Communication Media, Promotion can
help companies express the information they wish to convey to their customers and potential customers; 4)
Promotion is a powerful tool for defending a company's image from aggressive attacks by its competitors; 4)
Trial and Repeat Buying, by doing promotions, will increase the chances of a company to continue to get new
customers as well as repeat customers; 5) Building a Brand, Promotion serves to increase "Brand Awareness,"
and also with the higher level of "Brand Awareness," will make a product can become the "Top of Mind" in the
company's market. A company's public image will be bolstered thanks to the branding it creates. There are five
distinct types of the promotional mix. Among the components of the Promotion Mix are advertising, product
sales, direct marketing, customer service, and public relations.

Promotional MixZayurku Images

4.5. Advertising (advertising)

For non-profit groups and businesses alike, advertising is expensive and time-consuming to
communicate with the public. Advertising's primary goal is to raise consumer interest in the things being
advertised. While advertising's advantages include: Customers can speak with numerous individuals at once, as
well as distribute information about the things they are interested in via eye-catching patterns, noises, and
colors. Bulky is a good word to describe advertising. Consumers may learn more about Zayurku's ready-to-eat
healthy food items via advertisements on television, radio, and print media. The following are the advertising
mediums:

Tabel2. Targeting Digital Marketing

Advertisement Media Target Time Target Visitor Total target

Website 1,587,600 Visitors and

Google Ads 6 Months 8820 per day
Application download apps
Facebook Ads Facebook 18,018,000 Visitors and
6 Months 100,100 per day
Instagram Ads Instagram app market downloads
765,000 viewers and
Youtube Youtube 6 Months 8500 Per day
subscribers

4.5.1. Personal Selling

Zayurku uses the Personal Selling strategy by conducting a Campaign through a community of healthy
food lovers, business people and community leaders in order to introduce Zayurku products.

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Influence of Marketing Mix Strategy onZayurku Business Plan

4.5.2. Publicity– Public Relations (PR)

Zayurku uses publicity strategies by working with Radio on talk shows and using digital channels to
publish products and ease of presentation.
4.5.3. Sales promotion (Sales Promotion)
Zayurku promotes convenience stores and ecommerce weekends on Fridays and Sundays and
promotions on pay receipt dates. Zayurku will also work with health events and travel agencies to promote such
as providing product samples to introduce Zayurku to consumers.
4.5.4. Direct Marketing (Direct Marketing)
In order to get quick responses from customers to acquire rapid replies from clients, businesses may
use direct marketing as one of their interactive marketing strategies. The company's connection with consumers
will improve as a result of using this marketing strategy. There are several ways in which direct marketing
promotions may be used to connect with or solicit answers from specific consumers and prospective customers.
These include direct mail, telephone, fax, e-mail, and other personal liaison methods. For direct sales in the
shop, Zayurku will have a display of ready-to-eat food goods in the store and an SPG (Sales Promotion Girl)
trained in product expertise to demonstrate the benefits of zayurku to customers. In specific tests, samples will
be distributed in-store so that customers may see and experience the zayurku tastes firsthand. Additionally,
Zayurku sells its products online through e-commerce and Instagram shops, which link customers to Zayurku
transaction booths via its website and e-commerce store, respectively. Payments may be made by Zayurku by
bank transfer or using one of the many available fintech apps.
Zayurku does not rest on its laurels year after year when it comes to marketing. ATL and BTL's
promotional efforts will target market penetration and brand image building. In the lead-up to the goal period,
we decided to begin extending distribution and menu development in Sumatra, Kalimantan, and Sulawesi,
following distribution phases in Java and Bali. Although Zayurku's primary distribution area has shifted to other
regions, the company will continue to conduct promotional operations in Java and Bali to boost basket size and
repeat purchases to maintain customer loyalty when new rivals enter the market. This method will be
implemented regularly to keep Zayurku consumers loyal while also recruiting new clients.
4.6. People Strategy
When it comes to enterprises that need high-performance resources, people are a significant asset.
Customers will be happy and loyal if they have access to high-performing workers. Good knowledge skills are
essential for a company's internal operations and its public image. Customers' perceptions of a service provider
are shaped in part by the actions of the people who work there. Employees, customers, and other customers in
the service environment are all examples of humans. In service marketing, the quality of the services given is
highly influenced by the selection, training, motivation, and human resource management of the individual who
acts as the service provider. In terms of marketing people, entrepreneurs, and leaders, Zayurku needs high-
performance human resources. Professionals with a health education certificate are required by Zayurku Human
Resources, as are those with experience and those who have shown strong performance. Human resources are
critical to the success of a company like maklonZayurku, which is why they demand highly qualified and
experienced employees in their industry and a focus on health and nutritional balance in meals.
4.7. Process Strategy
When it comes to providing a service, the process is a term that encompasses the actual methods,
mechanisms, and flows of activity. This step in the process has significance in communicating the nature of the
service. The process of providing services is an essential aspect of the service marketing mix since clients will
be pleased to experience the service delivery system as an integral part of the whole service. The quality of a
product or service relies heavily on the delivery procedure. All firm activities must be carried out following
established processes and procedures by personnel who are competent, devoted, or loyal to the organization
where they work in order to assure the quality of service (quality assurance). When the ready-to-distribute
product is shipped to Zayurku's storage warehouse, it will then be delivered to the distributor's location based on
the number of goods that have been ordered, which will then begin to be distributed to convenience and modern
stores across Indonesia and reach the hands of consumers through the payment system that applies in each store.
Starting with the maklon selection stage and continuing through the appointment of distributors and
collaboration with distributor reference shops, the whole marketing process in Zayurku has been managed in
compliance with the operating procedures standards applicable in Zayurku (Trading Term).
4.8. Physical Evidence Strategy
As part of the physical proof that customers need from service organizations with character, a
company's building is an essential aspect of that evidence. Visitors' moods are affected by various factors,
including interior design, building equipment, and layout. Buildings that cater to the needs of service
organizations in specific market segments must be capable of evoking a sense of place by paying attention to
details like lighting and sound. In North Jakarta, Zayurku has an office facility where all of the company's

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Influence of Marketing Mix Strategy onZayurku Business Plan

business strategy, marketing, and administrative functions are housed. Bekasi, West Java, is the home of
Zayurku's warehouse.
4.9. Sales Marketing Strategy
4.9.1. Sales Strategy
Zayurku, one of Indonesia's newest ready-to-eat healthy food businesses, has to make an effort to get
its goods in front of as many people as possible. Zayurku's goods require a plan in Indonesia to gain acceptance
and become market leaders. Zayurku's plan is as follows:
4.9.2. Push Strategy
It is a marketing approach to encourage customers to use Zayurku goods and reward those who do.
Brand recognition and a vast sports application market are the goals of this approach. Zayurku items are
introduced to the public through different electronic and social media platforms. Above the line, Zayurku
Strategy employs this strategy.
4.9.3. Pash Strategy
Products from Zayurku come with a marketing plan. Consumers will be more likely to try Zayurku
items if they see them as being made in their own country. Campaign Strategy is used to promote brand
recognition and create a favorable image as the work of the nation's youngsters among the healthy food
enthusiast and traveler communities. In addition, Zayurku places a high value on the availability of ready-to-eat,
nutritious, and convenient food. In order to develop strong ties with Zayurku and its customers, direct WA is
used to promote Zayurku's newest initiatives and events to consumers. In the approach called "Below the Line,"
this method is used.

Figure 2 ATL and BTL Strategy

(Self-processed matrix for research purposes)
4.10. Sales Marketing Target
Sales Marketing Target is a target calculated based on the assumption of Zayurku agreement which is
based on the number of Indonesians recorded as employees. So that the results of the Optimistic Target
amounted to 50% of the number of venues, the normal target of 30% of the number of venues and the
pessimistic target of 10% of the number of venues.

Table 4Sales Marketing Target Normal

NORMAL (30%)
JUMLAH
PRODUK HARGA MARGIN REVENUE
KONSUMEN
Sop Ayam 25.000 12.500 543.401 6.113.264.513
JAWA Sayur Lodeh Teri Ayam 25.000 12.500 494.001 5.557.513.194
Sayur Asem 25.000 12.500 395.201 4.446.010.555
Soto Medan 25.000 12.500 543.401 6.113.264.513
Rendang Sayur Nangka 25.000 12.500 444.601 5.001.761.875
SUMATERA Gulai Ayam Daun
30.000
Singkong Muda 13.000 444.601 5.201.832.350
Sayur Rebung Asam
30.000
Sambal Tempoyak 13.000 395.201 4.623.850.977
Tumis PakChoy Ayam
40.000
Betutu 23.000 444.601 9.203.241.849
BALI-LOMBOK
Plecing Kangkung Ayam
35.000
Taliwang 18.000 444.601 7.202.537.099
Terong Ayam Ikan Pari 30.000 13.000 345.801 4.045.869.605
KALIMANTAN
Gangan Waluh 35.000 18.000 247.001 4.001.409.500
SULAWESI Ihutilinangka 35.000 18.000 197.600 3.201.127.600
Total 1 tahun 4.940.012 64.711.683.631
4.11. Marketing Timeline
Zayurku plans to implement a variety of marketing efforts. Before their official presentation, a
campaign was launched to promote Zayurku products to a broad audience of foodies and culinary, tour, and

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Influence of Marketing Mix Strategy onZayurku Business Plan

travel industry professionals. Introductions are made, and events are sponsored as part of the campaign. The
next phase uses different media, such as TV and radio, and social media, such as Google Ads, Facebook,
Instagram, and YouTube, to sell the product. Influencers in this context include food bloggers and artists,
community leaders, and tourists, who may collaborate. The marketing of appealing deals on payday, weekdays,
national holidays, and client birthdays will be the next activity to draw in new customers and encourage existing
ones to continue using Zayurku goods.
Table 5Sales Marketing Activity
Marketing Activity Schedule Plan
ZAYURKU
"Makanan Siap Saji Sehat, Enak dan Praktis"
Pra Launching LAUNCHING
0 0 0 0 0 0 1 2 3 4 5 6 7 8 9 10 11 12
Listing Produk
Campaign Himpunan Pedagang Pengusaha Indonesia
Asosiasi Pemasok Pedagang Ritel Indonesia
Organisasi Tour & Travel
Kampus dan sekolah
Google ads
fb
ig
youtube
Digital Marketing Buzzer Buzzer Buzzer
Bumper Bumper
Endorse Endorse Endorse Endorse
Youtube Youtube
RADIO RADIO
TAHUN HARI Libur
Sponsor RAMADHA
WEEKDAYS WEEKDAYS AJARAN BEKAL HARBOLNAS Natal/Tahun
Acara/Event/Promo N SEHAT
BARU NASIONAL Baru

Marketing Activity Schedule Plan

4.12. Marketing Budget
Marketing planning is essential to attaining financial success. However, the implementation
expenditures will have a direct influence on the organization. As a result, the marketing strategy's success
concerning financial reporting must be evaluated using the appropriate measurement method. The following is a
breakdown of Zayurku's marketing expenses:

Tabel 5.7. Budget Marketing Table

BIAYA MARKETING
JENIS Institusi YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Listing Produk Rp 1.066.500.000 Rp 1.173.150.000 Rp 1.290.465.000 Rp 1.419.511.500 Rp 1.561.462.650
Himpunan Pedagang Pengusaha Indonesia Rp 10.000.000 Rp 11.000.000 Rp 12.100.000 Rp 13.310.000 Rp 14.641.000
Asosiasi Pemasok Pedagang Ritel Indonesia Rp 10.000.000 Rp 11.000.000 Rp 12.100.000 Rp 13.310.000 Rp 14.641.000
Campaign
Organisasi Tour & Travel Rp 10.000.000 Rp 11.000.000 Rp 12.100.000 Rp 13.310.000 Rp 14.641.000
Kampus dan sekolah Rp 10.000.000 Rp 11.000.000 Rp 12.100.000 Rp 13.310.000 Rp 14.641.000
Wobler & Banner Rp 42.660.000 Rp 46.926.000 Rp 51.618.600 Rp 56.780.460 Rp 62.458.506
Google Adv Rp 144.000.000 Rp 158.400.000 Rp 174.240.000 Rp 191.664.000 Rp 210.830.400
Facebook & Instagram Rp 198.000.000 Rp 217.800.000 Rp 239.580.000 Rp 263.538.000 Rp 289.891.800
Youtube Rp 198.000.000 Rp 217.800.000 Rp 239.580.000 Rp 263.538.000 Rp 289.891.800
Digital Marketing Buzzer Rp 45.000.000 Rp 49.500.000 Rp 54.450.000 Rp 59.895.000 Rp 65.884.500
Bumper Rp 50.000.000 Rp 55.000.000 Rp 60.500.000 Rp 66.550.000 Rp 73.205.000
Endorse Rp 264.000.000 Rp 290.400.000 Rp 319.440.000 Rp 351.384.000 Rp 386.522.400
ADLIBS Rp 200.000.000 Rp 220.000.000 Rp 242.000.000 Rp 266.200.000 Rp 292.820.000
Weekdays Promo (Discount 20%) Rp 40.000.000 Rp 44.000.000 Rp 48.400.000 Rp 53.240.000 Rp 58.564.000
Ramadhan Sehat (discount 40%) Rp 80.000.000 Rp 88.000.000 Rp 96.800.000 Rp 106.480.000 Rp 117.128.000
Tahun ajaran baru(Discount 10% + 20 %) Rp 25.440.000 Rp 27.984.000 Rp 30.782.400 Rp 33.860.640 Rp 37.246.704
Hari Bekal Nasional (Discount 30%) Rp 30.000.000 Rp 33.000.000 Rp 36.300.000 Rp 39.930.000 Rp 43.923.000
Sponsor Ship/Event/Promo
Hari Pelanggan Nasional (Discount 30%) Rp 30.000.000 Rp 33.000.000 Rp 36.300.000 Rp 39.930.000 Rp 43.923.000
Hari Belanja Online Nasional (Discount 50%) Rp 100.000.000 Rp 110.000.000 Rp 121.000.000 Rp 133.100.000 Rp 146.410.000
Hari Libur Natal dan Tahun Baru (Discount 25%) Rp 25.000.000 Rp 27.500.000 Rp 30.250.000 Rp 33.275.000 Rp 36.602.500
(berlaku pada 1000 pengguna pertama)
TOTAL Rp 2.578.600.000 Rp 2.836.460.000 Rp 3.120.106.000 Rp 3.432.116.600 Rp 3.775.328.260

V. CONCLUSION
Researchers may deduce that the company will use Zayurku's 7P marketing mix marketing strategy to
compete with other companies in the same industry. To further enhance brand awareness, the 7P marketing mix
will be more focused on promotions, where it will employ the current digital platforms like Google Ads,
Facebook, Instagram, and Tik Tok as much as feasible. This strategy is critical in light of the market's shift to a
growing digital community. Choosing the correct endorsers, influencers, and promotional materials is essential
for Zayurku to succeed in the ready food business competition. This will encourage customers to sample and
purchase Zayurku goods.

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*Corresponding Author: Freddy Raya Napitulu1

1
(Faculty of Business Economics EsaUnggul University Indonesia)

*Corresponding Author: Freddy Raya Napitulu 1 www.aijbm.com 77 | Page