Analisis Strategi Produksi dan Efektifitas Pemasaran Minuman Freshy Drink Vellup

Abstract

Freshy Drink Vellup is a culinary business that offers a sparkling herbal beverage made from a combination of chia seeds, carbonated beverages, lime, lemongrass, liquid sugar, and mint leaves. The uniqueness of the product lies in its combination of sweet and sour flavors, distinctive lemongrass aroma, carbonation sensation, and chia seed texture. This study aims to analyze the production strategy and marketing effectiveness implemented by Freshy Drink Vellup. The study uses a descriptive approach with data obtained from business records, observations of production and marketing activities, and business documentation. The production strategy is analyzed based on raw material availability, production processes, equipment utilization, production capacity, product quality, and packaging. Meanwhile, marketing is analyzed through market segmentation, the 6P marketing mix consisting of product, price, place, promotion, people, and physical evidence, as well as SWOT analysis. The results indicate that the production strategy of Freshy Drink Vellup is supported by relatively accessible raw materials, a simple production process, appropriate equipment, and quality control through cleanliness, taste consistency, and product appearance. In terms of marketing, Freshy Drink Vellup targets productive-age consumers and urban communities, particularly consumers who conduct activities in the Megamass Manado area. The marketing strategy is supported by a selling price of Rp25,000 per cup, a strategic business location in the Megamass Manado area, promotion through social media and personal selling, and attractive product presentation. The analysis indicates that the production and marketing strategies implemented have supported business continuity, although improvements are still required in digital promotion, online ordering services, product quality control, and expansion of marketing channels.