The innovative product business "Nutmeg Tea" is a superior product in the Coffee Delivery business which is made from tea and nutmeg. The combination of tea and nutmeg with a mixture of spices such as ginger, lemongrass, cloves, in boiling water of cinnamon and cardamom powder, plus honey and a little soda adds a complete taste. This is what attracts consumers. Most of the growing beverage business today is not able to last long. Most of these businesses fell or went bankrupt due to several factors, including management factors that were still simple, lack of working capital and the loss of consumers who switched to other products. This is a challenge for marketing in the beverage agro-industry business.
The purpose of this final project is to find out how the marketing mix (4P) in the nutmeg tea business "Nutmeg Tea" and STP (segmenting, targeting, and positioning) in the "Nutmeg Tea" nutmeg tea business is. The final project location is at Hantaran Coffee, Banda Aceh City. Data was collected through observation, and a survey using a questionnaire on 36 respondents determined by the accidental sampling method to consumers who bought nutmeg tea products. The analytical method used is descriptive quantitative analysis method and cross tabulation.
Based on the results of this final project, the nutmeg tea business "Nutmeg Tea" has four marketing mixes (4P). In product attributes, the packaging of nutmeg tea "Nutmeg Tea" is considered attractive, and the taste quality is in accordance with consumer tastes. In the price attribute, the selling value of nutmeg tea "Nutmeg Tea" is considered relatively affordable, in accordance with the quality, and benefits obtained by consumers. The nutmeg tea product "Nutmeg Tea" is sold at Hantaran Coffee so that the distribution location is considered strategic. Promotion of nutmeg tea "Nutmeg Tea" is carried out using social media via Whatsapp and Instagram, also through information from friends / family`s
The results of the cross tabulation analysis show that the market segmentation of the nutmeg tea product "Nutmeg Tea" is men and women aged over 15 years with a high school education level, and a bachelor's degree. The target market for the nutmeg tea product "Nutmeg Tea" is men aged 15-24 years with a high school/high school education level, most of whom are university students. The positioning of this product is to use the words "tea" and "nutmeg" as the two keywords of the nutmeg tea product "Nutmeg Tea" so that it is easy for consumers to remember because this product is the first herbal tea of nutmeg.