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As we know that the Covid-19 pandemic has had a significant impact on several sectors. Including the Micro, Medium and Small business sector, mobility restrictions and changes in consumer behavior have forced UMKM players to adapt and issue new strategies to survive and thrive in the midst of this situation.
One of the most appropriate marketing strategies is the marketing mix strategy, Marketing mix itself is a marketing strategy that combines several elements in it in an integrated manner in order to achieve a targeted market marketing goal. This strategy consists of seven main elements, namely product (product), price (price), place (place), promotion (promotion), people (people), process (process) and physical evidence. These seven elements must be combined appropriately to achieve the desired marketing objectives.
Several 7p market mix strategies that can be implemented by UMKM:
1. Product:
- Improve product quality: Ensure products are of good quality and in accordance with applicable standards.
- Developing product innovation: UMKM players must continue to innovate and present new products that are attractive and in accordance with market needs.
2. Pricing:
-Providing discounts or promos: UMKM players must offer discounts or promos to attract consumers and increase sales.
- Provide bundling packages: Offer product bundling packages that are attractive and provide benefits to consumers.
3. Place:
- Utilize online platforms: Utilize online platforms such as maketplace, social media, and websites to reach consumers more widely.
- Collaborate with e-commerce platforms: by collaborating with e-commerce platforms, UMKM can market their products and logistics services.
4. Promotion:
- Increase online promotional activities: Actively promote on social media, websites and other inline platforms.
- Create interesting and informative content: create interesting and informative content about products, such as video reviews, tutorials, etc.
5. People:
- Build a professional work team: Make sure the team has the right skills and knowledge for the job.
- Provide training to employees: Provide training to employees to improve their knowledge and skills in serving consumers.
6. Processes:
- Create an easy ordering and payment system.
7. Physical Evidence:
- Maintain product quality and cleanliness: Ensure that products are always in good condition and well-maintained.
-Keep the store and packaging clean: Make sure the store and product packaging are always clean and tidy.
Applying the right 7P marketing mix strategy that is adaptive to pandemic conditions can help UMKM to survive and even thrive. In addition, it is important for UMKM to continuously monitor the development of market situations and trends in order to adjust their strategies appropriately.
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