Proposed New Marketing Strategy to Increase Sales and Brand Consideration for Healthy Food Business (A Case of Miethy)

Covid-19 pandemic makes people are beginning to prevent of these dangerous diseases, such as exercise, mental health care, and consuming healthy foods. The high demand of people's awareness of healthy food has made the food and beverage sector business increase. Miethy also had a chance to offer a variety healthy food. But, Miethy had a 23% declined in sales after four months of launching and sales always below the target. This paper research is to analyze Miethy's current condition, to find out what can be done to make sales increase, and what is the ideal marketing plan for Miethy's in the future. The qualitative method that used for internal and external analysis, there are STP analysis, 4P’s marketing mix analysis, Five Porter’s Forces, Competitive analysis, and Customer analysis. The problem was found that Miethy’s marketing activities with Miethy STP was not suitable, and Miethy experienced in high competition compared to its competitors because of the company's lack of branding. Based on the results of this research, Miethy is required to redesign a new marketing strategy. The new marketing strategy that becomes the final solution is the 4P’s marketing mix. Miethy will arrange a “Healthy Noodle Snack” with three flavors (chicken curry, spicy, cheese) for a new product variant. New miethy product sales will be placed in Bandung with an affordable price. And Miethy must also optimize digital marketing on social media and online marketplace for product promotion