Bauran Pemasaran Kacang Asin Merek Cendrawasih pada UD. Monang Denpasar-Bali

The Marketing Mix of Salted Peanut of Cendrawasih Brand at UD. Monang Denpasar-Bali. UD. Monang is an agro-industrial busines engaged in the production of snack of peanuts. Seeing the interest of consumers who tend to consume more salted peanuts than any other peanuts, this study aimed to determine the marketing mix conducted by UD. Monang on cendrawasih salted peanuts in term of the concept of product, price, place/distribution and promotion and to identify the constraints faced by UD. Monang in marketing salted peanuts produck with brand of cendrawasih. Based on the research result of cendrawasih salted peanuts produck are processed from raw materials of the best peanuts. The marketing mix carried out by UD. Monang on its produck was to provide three packaging in the form of plastic to make it look more appealing to consumers. Pricing implemented by UD. Monang is the cost plus pricing method which set the price based on the cost added by the percentage of the cost. For small-sized plastic packaging containing 125 gram was for Rp 3.900, 225 gram for Rp 8.400 and 350 gram for Rp 11.400. the company uses retailer as an intermediary in the distribution of products to the end consumers. Promotional activities used by the company was to use personal selling. Internal contrains faced was the company’s performance in terms of the promotion was less effective. External constraints were that their competitors of similar products resulted in the company having to compete fairly tight. Keywords: marketing mix, salted peanuts, personal selling, retailer