Name : Rafli Muhammad Syah Zalukhu

NRP : 55193112637
Prodi : TPH-A/V
Mata Kuliah : Komunikasi Perikanan
Dosen : Mumfaizin Faiz

BUSINESS NAME : Light Green Catfish cendol with Java Brown Sugar
No. SUBJECT DETAIL DESCRIPTION

1 Business Concept
2 Point of Sales
“Light Green Catfish Cendol with Java Brown Sugar” is a beverage product made from catfish. In
addition to being more efficient to get catfish, it is also easier to process and serve as cendol, it is
enough to only steam for 15 minutes, then the catfish is separated from the bones and head or
only the meat is taken, then the meat is mixed with rice flour or sago flour followed by giving
pandan leaf which aims to provide a more attractive color and provide a fragrant sensation of
pandan on cendol so that it can eliminate the fishy smell of catfish after becoming cendol. When
you want to sell it, the catfish cendol product is mixed with Javanese brown sugar which has been
melted first, added with coconut milk and ice cubes. The last stage is to give oreo and cheese
toppings according to the tastes of consumers. In addition to increasing the level of welfare of
catfish pond farmers because of the stable operation of SMEs, consuming catfish cendol can also
increase the love for the country because this product uses 100% original Indonesian raw
materials.
Besides being made from natural ingredients, which are 100% without preservatives, this drink is
also one of the efforts made so that the Indonesian people can fulfill their nutritional and protein
needs through the raw material used, namely catfish. This is especially true for catfish farmers
who give them the opportunity to increase their economic pace by cultivating catfish because this
 product basically uses catfish as raw material. This product is 100% Indonesian product where
cendol is one of the drinks that is often in demand by many Indonesians.
3 Brand Name Light Green Catfish cendol with Java Brown Sugar

4 Product & Variant The Light Green Catfish cendol product with Java Brown Sugar only differs in the toppings
provided such as Oreo, cheese, chocolate, and several other toppings.

5 Packaging The intended target consumers are millennials who in fact still like to taste new things and also do
not rule out the possibility for young or old such as children and adults such as the elderly.

6 Pricing We also provide a small size that is 150 ml at a price of IDR 15,000, a medium size that is 180 ml at
a price of IDR 18,000, a large size weighing 200 ml at a price of IDR 20,000.
The beverage product "Light green catfish cendol with java brown sugar" weighs 200 ml at a price
of Rp. 20,000 by taking 55% profit with promotional methods in the form of social media
assistance, brochures, customer events and including discounts and promos at events, feature-
rich applications and offline store.
7 Consumer Target The intended target consumers are millennials who in fact still like to taste new things and also do
not rule out the possibility for young or old such as children and adults such as the elderly.

8 Current Competitor The competitors at this time are ready-to-eat drinks which are the same in sales or there are some
differences in them, such as ready-to-drink drinks using buba or coffee. Competitors now also
have a fairly good branding among the Indonesian people, especially young people who often
upload posts using these ready-to-drink drinks on their social media pages.
9 Distribution Channel The product segmentation "Light green catfish cendol with java brown sugar" covers areas in
JABODETABEK and its surroundings. Has a market segment among families or individuals who
want drinks that have high nutrition. With the Covid-19 pandemic, people are looking for alternative
food or simple drinks. This makes the product an alternative drink for all people. Our products are
segmented to consumers from various circles by opening stands in every major mall in every city
in Indonesia and collaborating with related online sales parties such as shopee food, grab and go-
jek, as well as collaborating with payment method agencies such as Ovo. and go-pay.

10 Communication Method The importance of a brand is mainly because the brand can influence consumer buying behavior,
helping producers or sellers get a higher price for the products they produce, considering that
brand-minded consumers will be willing to pay a premium price for a product if it comes from a
certain brand. The brand also guarantees that the product is more resistant to price shocks
considering that price changes do not have a big effect on consumers who are loyal to certain
brands. Brand will ultimately drive an increase in sales volume which means an increase in
producer income. , and product design. “Light green catfish cendol with java brown sugar”, shows
the advantages that start from producing according to good production standards, using quality
materials, producing quality products as a guarantee for consumers, providing good service and
building a good impression. positive.
Example :
 Brochure containing mainstay menus, prices, and pictures of the menu. Making brochures for
 this promotion aims to make it easier for consumers to see the existing menu

 The product logo

11 Business Plan (5 years) In general, we are targeting sales to reach hundreds of millions by 2021 through market expansion
in the city. The determination of sales targets for the next 5 years is based on the trend of cendol
business growth over the last 5 years. Moreover, the last few years have also been supported by
weakening macroeconomic conditions. Various efforts were made, especially with a strategy that
was based on the development of human resources. This eventually became the competitive
advantage of catfish cendol to calm the competition in the domestic food business. The prospect
 of the food business in Indonesia is still potential, and this is supported by the improving
international market.
 The company's goals for the next 5 years are as follows:
 Increase the number of production in accordance with the conditions.
 Provide employee training to improve human resources.
 Increase the number of catfish suppliers and use quality catfish
12 Financial Projection Financial Compensation in the form of monthly salary, fixed and variable allowances, overtime pay.
Non-Financial Compensation in the form of a flexible and comfortable work environment, vacations
or outings, promotions that allow employees to move from one position to another with higher
status and responsibilities, Training to improve skills and cooperative colleagues and superiors.
Example :
The calculation of employee salaries starts from February because January is still in the
preparation stage, which is explained as follows: