Himasilkan IPB University’s PPK Ormawa Team Holds Digital Marketing Training to Expand Market Potential

The Student Association of the Department of Aquatic Products Technology (Himasilkan), Faculty of Fisheries and Marine Science (FPIK) IPB University held a product marketing training for the Mekarsari Village Women Farmers Group (KWT), Bogor, West Java (29/7). This activity is part of the IPB University Student Organization Capacity Strengthening Program (PPK Ormawa).

Aisyah, a member of Himasilkan IPB University explained that the product marketing training was attended by KWT and members of family empowerment and welfare (PKK). She said, product marketing is an act of introducing products that involves proper planning and strategy to reach consumers. Therefore, she said, one of them is in the form of promotional activities and segmentation targeting positioning (STP) analysis.

The IPB University student explained that STP analysis is a marketing strategy used to analyze the market. The analysis groups consumers based on their behavioral characteristics, as well as planning, collecting, and processing data. 

“STP analysis needs to be applied to focus product marketing targets so that they match consumer needs,” said Aisyah.

She hopes that this product marketing training can provide benefits and knowledge about the importance of promotion and market analysis. Thus, the products sold are right on target to consumers.

Novita as a member of KWT said, “The products promoted in the market sometimes taste less, but because the promotional video is interesting, many people buy it.”