Marketing Mix Strategy Formulation in Bakery Store (Case Study: Pinnamon Bakery)

The F&B industry is one of leading sector which successfully recorded a positive growth by 1.6% during pandemic even though Indonesia GDP is contracted by 2.1% YoY in 2020. One subsector of F&B industry is Bakery industry which has become the most competitive industry since the product intersects with human basic needs. The competition in bakery industry is very tough, each players compete to offer higher value with different strategy to get larger market share than the competitors. Pinnamon is one of the players in bakery industry in Pekanbaru that was established in 2019. Carrying unique product and different concepts, they try to steal bakery market through their signature product Cinnamon roll made from Danish pastry fill with marmalade pineapple, which is one of special fruit from Pekanbaru. In early of store opening, their product be in demand for several months. After that, Covid 19 pandemic and another several restrictions made the sales decrease. But, after covid recovered several times ago, the sales hard to bounce back as initial figure, and customer repetition very low only at 10%. Mixed method approach is used to get customer perceived value for Marketing mix in Pinnamon, through survey with 108 respondents and get deeper insight through deep in interview with 10 respondents. The results shows that Pinnamon has lack on their 7P marketing Mix, moreover on Place, Price, Physical Evidence and Product. Then the strategy is built to enhance value offered by Pinnamon in all aspect of Marketing Mix.