Integrated Marketing Communication sebagai Pengembangan One Village One Product (OVOP) Studi Kasus: Kalua di Ciwidey

  • Gina Apriyani Nurunnisha


One Village One Product (OVOP) is a community-based program development, with a market- based approach to economic development, firstly initiated by Dr. Morihiko Hiramatsu. In terms of marketing, it can be regarded  as  a  brand  with  leveraging  the  existing  brand equity approach. Ciwidey is a tourist area, such as Kawah Putih, Situ Patengan, Hot Spring Water Walini, and Rancaupas Campgrounds   in   South   Bandung,   which   has   a   huge potential. Development is being encouraged to help the development of this area by leaps and bounds. The existence of Kalua as one of typical food of Ciwidey increases tremendous business opportunities in this area. Although Kalua has been on the market for 15 years, tourists are still not familiar with Kalua, and it has not been regarded as a product associated with Ciwidey. Another issue is that Kalua is not seen as an interesting product.

This research was conducted in one company, namely Kalua Jeruk Ponyo as a model, in order to be more focused in analyzing marketing mix, internal company, customers, and suppliers. This research was done by analyzing the marketing mix product, analyzing the situation with 5C analysis, as well as corporate demand calculation in order to determine the root causes that lead to business issues described previously. This study was conducted on potential customers   who   visited   Kawah   Putih   and   consumers shopping in Kalua Jeruk Ponyo, by conducting in-depth interviews, questionnaires, and food testing.

From the result study, based on the analysis of potential consumers and their consumption patterns, it is known that their   product   awareness   was   low   and   they   were   not interested in the product due to the absence of segmentation, targeting  and positioning, lack of product innovation, the absence of marketing communication and SOP for production.

Finally, this study generated a form of draft business solution segmentation, targeting, and positioning. The new product proposal was based on the results of food testing, and business-to-customer (B2C) integrated marketing communication strategy was applied to build relationships with other business partners. The main objective of the proposed business solution is to increase awareness and ultimately  the  market  share.  Moreover,  the  collaboration with government to make this OVOP program succeed is very important in order to solve the problem, namely increasing the market share of Kalua.

Together with historical review of the growth of the OVOP movement led by Oita Prefecture, this paper attempted  to  identify  the  unique  characteristics  of  the movement as well as its limitations, and proposed how Japan’s experience with the movement may be applied in Ciwidey. As Ciwidey OVOP is already known as a nearly- born  movement,  this  study  did  not  only  focus  on  the comparison between two areas; but also learnt a good lesson from Japan, and discovered suitable practical application in order to apply them to the Indonesian context.

May 29, 2017
How to Cite
NURUNNISHA, Gina Apriyani. Integrated Marketing Communication sebagai Pengembangan One Village One Product (OVOP) Studi Kasus: Kalua di Ciwidey. Jurnal Logistik Bisnis, [S.l.], v. 7, n. 1, p. 54-69, may 2017. ISSN 2086-8561. Available at: <>. Date accessed: 15 july 2019.