IMPROVING THE EXPORT OF TRADITIONAL FOOD IN KEDIRI, EAST JAVA, THROUGH MODERNIZING THE TOOLS OF MARKETING AND PACKAGING


DESCRIPTION OF INNOVATION

Background
Kediri lies in about 3 hours by car from Surabaya, the capital of East Java Province. As the third big cities in east java after Surabaya and Malang, Kediri is such an improving city that a lot of improvements are doing by the local government. Kediri has a lot of traditional foods that most of Indonesian people know, Tahu Kuning, Kripik and Sate Bekicot, Pecel, and Krupuk Pasir. These four traditional foods will be bought by the visitors and they are available almost in many places from the beginning we enter the entry gate of Kediri. Unfortunately, Tahu Kuning, which looks like a tofu from Japan, but it is square and in yellow color, and Kripik and also Sate Bekicot, which are made from an animal similar to snail, are not resist food. They have to be eaten within 2 days in normal temperature. But when more than 2 days, we have to put then into trash can, because we can not eat them anymore. When we discuss about Pecel and Krupuk Pasir, we are having a hope, because these two foods are resist enough. Pecel is made from blended nut, usually spicy enough and should be mixed with water before eating it. Krupuk pasir is such a controversial food, as it is made from flour, it will be fried not in frying oil, but in cleaned river sand.
Those foods have their own characteristics, resist or not. For the resist foods we are not going to discuss deeply here, but especially for Tahu Kuning and Sate Bekicot that are not resist enough. Tahu kuning is usually packed in bamboo box that is just resist within 2 days in normal temperature. Sate Bekicot is just put in a plastic and should be eaten within 24 hours. Both products are delicious and prospectus. But because of the tools of marketing and the limited packaging technology, they are not easy to go internationally. In addition, there are so many regulations from other countries about importing food from Indonesia.
For improving the quality of Kediri’s traditional food, this paper proposes an innovation to modernizing the marketing tools and packaging. The goal is how to make these food reach other countries without any damaged during the delivery. It can be put in aluminium foil or others. When the both products can be retained more than 4 days, it can have a hope to reach the other countries and ready to eat healthy.


Goals
To create the modern marketing tools for Tahu Kuning and Sate Bekicot so they will be known broadly.
To create the idea on how to make Tahu Kuning and Sate Bekicot can be retained more than 4 days to eat.

Benefit
The producers of Tahu Kuning and Sate Bekicot in Kediri will apply the new idea and improve their product quality.
The producers can enhance their income by applying the new idea.

Strategies
Investigation in producers’ places such as, Surabaya, Gresik and Pasuruan.
Looking for the data about the servant.
Searching and looking for some data to know about the ideas.

Conceptual and Analytical Framework

Investigation in location
Data on sales after applying the method
Data on sales before applying
Searching the alternative idea to do the paper
Try to apply to the business
From the figure above, we describe the steps can be taken during the project, those are:
Investigating and knowing the old paradigm of fishing society that they depend so much on sea products (showed by the line), no matter how the climate and season affect the result they might get.
The first arrow shows the changes of paradigm that alter the focus on sea products to the tourism business products (showed by the line).
The second arrow tells about the impact from the changes of paradigm, better life and better income.
















INDUSTRY CONSTRAINTS ADDRESSED

There is no competitors for this product, it means that the products are specific in Kediri, although we can find other Tahu, such as Tahu Sumedang from West Java, but Tahu Kuning is just found in Kediri. Sate Bekicot is also specific in Kediri, that means there is no other place producing Sate Bekicot.
The constraints today must be from other countries that aware of the quality of food products. Some of Indonesian products, especially in food are restricted in specific country, such as China. Because of this reason, we are going to try that Kediri’s traditional food can go international by implementing the modern marketing tools, such as internet advertisings and modern packaging that enable the food resist more than 4 days during the delivery time.
In the time of increasing pressures on Indonesia products, Tahu Kuning and Sate Bekicot can be the alternative to export. The most important thing to do before exporting is how we can describe the benefit of those two products for health to the consumers abroad.


POTENTIAL IMPACT OF INNOVATION

The potential impact of innovation, of course, is to enhance the income of people in Kediri. Today, they just market the products to the local market because of the packaging that is not suitable for distance marketing, and also the products are known by the people who have relatives in Kediri, or they purposely visit Kediri. If they are not connected to Kediri in any ways, we are sure they will not know anything but from the media, such as newspapers and TVs.
When implementation of modern marketing tools and packaging is success, it is no wonder if the products will be able to be marketed in broader areas even foreign market, because of the packaging has made the food resist. It means that the income of people in Kediri will increase.


INDICATORS FOR SUCCESS

The innovation proposed here can be measured by the indicators for success both qualitative and quantitative.
The qualitative indicators are:
The quality of the products, that usually resist only within 2 days in normal temperature, but it can resist more than 2 days.
The more interesting packaging
The more interesting and modern marketing tools, not only WOM communication method but also internet communication.



The quantitative indicators are:
The increasing of income of people in Kediri that produce those products.
The number of domestic sales growth.
The number of international sales growth
The number of the customers know about the products.

Methods to measure the qualitative indicators:
investigation
data collection
reference studies about new marketing tools and packaging

Methods to measure the quantitative indicators:
Comparing the income between before and after implementation.
Comparing the number of visitors within 6 months after implementing the modern marketing tools and packaging.
4. Comparing the total domestic and international sales growth achieved within 6 months.




cantact: evi.thesar77@gmail.com