| dc.description.abstract | The increasing awareness of consumers toward food choices, ingredients,
and lifestyle changes has created opportunities for bakery businesses to develop
products with greater consideration of ingredient selection and consumer
preferences. Puddyton is a bakery business that develops a health-conscious
bakery concept through product differentiation, alternative ingredient utilization,
and consumer-oriented marketing strategies. This final project aims to analyze
Puddyton’s business development, evaluate market acceptance, assess marketing
implementation, and formulate strategic recommendations to support sustainable
business growth.
The study applies a business design approach involving market validation
activities, consumer surveys, product testing, financial analysis, SWOT analysis,
and strategic evaluation. Puddyton’s product differentiation is implemented
through the use of alternative ingredients, including cassava flour, sorghum flour,
pumpkin flour, and potato flour, as well as selected sweeteners such as palm sugar
and stevia. These characteristics represent Puddyton’s product formulation
approach and positioning strategy rather than scientifically validated health
benefits.
The implementation results indicate positive market acceptance toward the
health-conscious bakery concept. Based on customer survey results, 70% of
respondents showed interest in healthier bakery products, while 29% considered
alternative ingredients as a unique product value. Community collaboration and
word of mouth also became important sources of brand awareness, with 75% of
consumers discovering Puddyton products through recommendations from
friends, family, or communities. In terms of financial performance, Puddyton
generated total revenue of IDR 403,851,500 and profit of IDR 187,007,665 during
the implementation period from February 2025 to June 2026.
Based on the analysis, Puddyton has potential to strengthen its position as
a health-conscious bakery brand through relationship-based marketing,
community collaboration, product innovation, and improved digital marketing
management. However, further validation is required regarding long-term
customer loyalty, digital marketing conversion effectiveness, and nutritional
performance because laboratory nutritional testing has not been conducted. | en_US |
