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COMPANY BACKGROUND
Wacico is a local company established in 2015 in Tasikmalaya which is
engaged in the food and beverage sector, especially Indonesian traditional
snacks. The establishment of Wacico is to promote and preserve the
diversity of Indonesian culinary delights

The name Wacico comes from the habit of the owner's son, who often
babbles by saying "wacico, wacico" which no one even knows what it means.
From there, the owner felt that the mention of the word wacico was very
impressive, unique and catchy to be used as a brand name for the snack
company she owns.

Wacico has provided a selection of appetizing traditional treats. They carry all
of its production activities in Tasikmalaya, where it developed.
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THE FOUNDING MOTHER
Mrs. Eci is a 42 years old housewife who filled
her time by doing a business which is Wacico.

"Wacico's current packaging did not fulfil the owner's desire where she found that some of
her customers had a bad experience with the delivery process. The owner's thought that
the problem was in the expedition service, but turns out, her packaging could not
maintain the product entirely, only 70% of them survived, the rest were wrecked"
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WACICO'S PRODUCTS

Keripik Singkong Keripik Sale Pisang Keripik Pisang

Kerupuk Aci Keripik Sukun Aliagrem and Getuk

Rengginang Telur Gabus


SWOT ANAYSIS
Strength
Offers a variety types of products
Offers a great taste for all their products
Offers an affordable price
Offers a high-quality ingredients
Opportunities
Many people like salty chips (same as Sukun)
Might be introduced to the international market since
there are a lot of countries that like to eat chips
Development and expansion of sales channels in online
sales.
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Weaknesses
Lack of brand recognition that make it difficult for Wacico to
attract customers who are not familiar with the brand
Lack of giving clear information (how and where to buy,
ingredients, BPOM code, halal logo)
The current packaging is flimsy and the packaging design is
pretty unattractive
Wacico does not have plans to expand the market to a larger
local market and to the international market yet
Threats
Many established brands selling the same product that
have gained the trust of the public
Nowadays, people rather eat or buy any famous brand
than try something they weren't familiar with
Packaging really matters nowadays because the function
has already been fulfilled for many years.
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STP ANALYSIS SEGMENTING wa ci c

No. Geographic Demographic Pyschographic

17-24 years old (gen z)

Female and Male
Loves to eat a traditional snack,
Bandung, Tasik, Students, College students, Bachelor, Newly
Segmentation 1 especially fruit snack and also
and Garut Married Couple
must be at an affordable price.
Lower-Middle class
Income: Middle earner

25-45 years old (millennials)

Female and Male Really into quality over quantity,
Jabodetabek and
Segmentation 2 Newly Married Couple, full nest 1, full nest 2 prefer good taste rather than just
Bandung
Middle-Upper class famous.
Income: High earner

>45 years old (baby boomers)

Female and Male Really loyal for a snack that
Segmentation 3 Bandung and Tasik Full nest 2, full nest 3, retired people brings up childhood memories
Middle-Upper class and has an authentic taste.
Income: middle earner
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STP ANALYSIS TARGETING

Segmentation Measurable Accessible Substantial Actionable Differentiable

Segmentation 1 YES YES YES YES YES

Segmentation 2 YES YES YES YES YES

Segmentation 3 YES YES YES NO YES

According to the MASAD analysis above, we can see that one out of three segmentations did not meet one of the
requirements. Segmentation 1 and Segmentation 2 have fulfilled all the requirements of MASAD analysis.
Meanwhile, segmentation 3 did not meet one of the criteria. Our analysis suggested that segmentation 3 was
categorized as not actionable because, at their age, sukun snacks from Wacico might be too hard for them to chew,
and not only that, they are also already loyal to certain products, thus it is quite difficult to sell to them.
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STP ANALYSIS POSITIONING

Number of
Competitors Net Weight Price Packaging Material
Flavor Variations

Keripik Sukun
104 grams Rp18.000 1 Variant Plastic
Bayu Samudra

Keripik Sukun
100 grams Rp5.500 4 Variants Plastic
Dapoer Adzriel

Keripik Juara Snacks 200 grams Rp13.000 1 Variant Plastic

Keripik Sukun KZL 150 grams Rp15.000 10 Variants Plastic

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STP ANALYSIS
POSITIONING - PERCEPTUAL MAP
In the perceptual map, we only choose
High price price and flavor variations as the most
important things to be compared
Keripik Sukun Bayu Samudra among these brands. Thus, if
compared to the other competitors,
Wacico is positioned at a low price and
offers less variety of flavors.
Less variety of
Keripik Sukun Juara Snacks Furthermore, if we analyze Wacico’s
Many variety of
flavours flavors packaging materials in comparison
with other competitors, we can see that
o Keripik Sukun KZL
wa ci c the majority of competitors above are
still utilizing basic plastic packaging.
Keripik Sukun Dapoer Adzriel This indicates that Wacico has no
differentiation with the competitors
Low price since they all use the same packaging
material for their packaging.
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PROBLEM
STATEMENT
We decided to put the packaging of sukun chips from Wacico as
our primary focus. We realized that it will be difficult for Wacico to
introduce its products, especially sukun chips to the international
market with its current packaging condition, thus, there should be
a total change in this sukun chips packaging. However, Wacico
itself is probably confused about ​how to start this total change.
We tried to help Wacico by emphasizing this change in
packaging material and packaging design since the current
packaging condition of Wacico’s sukun chips is less sturdy and
pretty unattractive. Furthermore, due to the environmental
impact of the business, Wacico itself will support the wellness and
sustainability of the environment by using eco-friendly materials
for packaging purposes.
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RESEARCH
METHODOLOGY
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MIX METHODS
Qualitative Research Quantitative Research

Based on the questionnaire result, Wacico is really

In conclusion, we found the difficulty that occurs in
possible and feasible to expand their business not
Wacico business which is the packaging itself and
only in Tasikmalaya and also expand in their
also knows the background story of how the
audience, since many people like chips, and also
Wacico name was made. However, due to her not
wanted to try sukun chips. Regarding the question
having much available time, thus the duration
about the packaging, turns out, the result was really
time to call her was limited and also she is not
positive, most of them are choosing in the 5 scales,
quite fast to respond. But, luckily we managed to
which means the packaging is good and appealing.
ask her the important question that we wanted to
Thus, we think Wacico has the possibility to attract
ask. Thus, Wacico’s problem is the first thing that
many customers and also to boost their sales by
we must be focused on, which leads us to create
using new packaging, especially as it can create a
design and packaging for Wacico products that
happy and calm feeling to the customer, as we
we hope can solve her problem.
wanted.
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BACKGROUND
IDEAS
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GUYUB RUKUN
In Javanese means true harmony, friendship, getting along, giving to each
other, and loving each other. Through that packaging idea, everyone can
eat these chips in a spacious container and does not limit anyone from
eating the snacks. Therefore people who eat them together will get along
with each other, harmonious, have no disputes, and anything that related
with that.

OBJECTIVE OF NEW PACKAGING

Attract New Customer Provides Product Information

Maintain the product fresh and Delivers on what they offered &
not wrecked. uniqueness
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PACKAGING
DEVELOPMENT
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IDEAS

Blooming Shape Chips Roll and Put Sliding Packaging

Pros
Pros Pros
Pringles but the aluminum can be
Each level or extent can have Low cost on the material and
shaped into a place to store
different flavors. more feasible for SME
chips, so they can be used again.

Cons
Cons Cons
Does not fit SMEs that have small
Does not fit the theme of The plastic cap can not be
budgets since it requires mass
“Guyub Rukun” since it is quite recyclable
packaging production.
individualistic.
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DESIGNER

Wafa Aulia Izzati

FSRD ITB
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EXECUTED PACKAGING

Packaging Prototype 3d
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Map of Indonesia Guyub Rukun
Unique
Facts Material:
CardBox
Plastic Cap
Halal &
BPOM Logo

Net Weight
Wacico's
(107 gram)
Logo

Best
Before

Famous
Ingredients Landmark in
Indonesia
QR Code Slogan Diversity
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Sliding Side

Breadfruit

Breadfruit
 No Items Quantity Price/Pc

PACKAGING BUDGET Fixed Cost

1. Design Fee 1 design Rp 260.000

2. Equipments 4 pcs Rp 45.000

Variable Cost

1. Cardbox 1 pc Rp 3.000

2. Sticker Printing 1 pc Rp 12.500

Total Rp 320.500
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DESIGN
DEVELOPMENT
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LOGO DEVELOPMENT ELEMENTS

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COLOR SCHEME
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REASONS USING GREEN COLOR :

Healthy Natural Peace

EMOTIONS WE WANT TO DELIVER :

Relaxed Calm Happy

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BUSINESS
DEVELOPMENT
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ECOBIZ
Background Implementation Plan
Putting Wacico on Ecobiz.id was a suggestion
from Kak Ilma and Pak Herry, however it is our
decision to register Wacico in the ecobiz.id or
not.

Objective
We decided to put or register Wacico on a website called Ecobiz.id,
1. Ecobiz can attract potential customers or where it is a place to gather UMKM from Indonesia and also offer
any audience that did not expect it before, free material for UMKM to use. However, as we can see on the
especially attracting the Ecobiz audience picture above, there are many products or businesses that did not
and users. maximize on their visualization.
2. Ecobiz contains information that helps the
SMEs business to learn many studies about
creating a business and kind of strategy to
Proposed Idea for
implement. Product Placement
3. Ecobiz can help the business to grow and
make a link to another SMEs business that and Photoshoot:
can expand their connection.
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INSTAGRAM Implementation Plan

Background
However, Wacico’s Instagram still lacks
appearance, where the possible reaction
from the audience is just seeing the product
and scrolling through their exploration.
While for the Instagram references, we think that bright
Objective colors are the most suitable color for Wacico since food
products will be more attractive and appealing if their
1. Instagram is a popular and free platform that
feeds are using bright colors and consistent.
can attract any type of user and audience.
2. Instagram can influence people's buying
intentions if it is packed with attractive and Accounts Followers

appealing feeds and videos.

3. Instagram can increase social networking as Astrogoods.id 2988
well, not only for customers but can be
investors and other SMEs business, especially Vitalite 3619
since they both provide contact or direct
message features to anyone without adding
ZananaChips 51.9K
them as a friend.
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INSTAGRAM
To solve the problem, we suggest various strategies for Wacico Instagram Content Pillar

in the form of Instagram benchmarking, content pillar as their

Types Contents Frequency
guideline to create their content, a well-planned content
calendar for a year (starting from beginning until the end of Product review, Process
the year), advertising plan, KOL endorsement, and KOL Product Showcase
to make the product,
Min. 3/month
Ingredients of the
collaboration to promote Wacico’s products. product

Question box, Poll,

Interactive Content Min. 3/month
Games, Quizzes

Educative/Informati
Informational, Tips Min. 2/ Month
ve Content

User KOL repost,customer

Min. 4/Month
GeneratedContent repost. unboxing

Month 1 2 3 4 5 6 7 8 9 10 11 12
Special Occasion Special Occasion Only

Frequency 4 4 4 4 4 4 4 4 4 4 4 4
Viral Content Based on Current Trends
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TIKTOK Implementation Plan

Background
TikTok have a special value and place in Indonesia's
preferences. We can see the potential the video can be
ForYourPage is much larger than attracting followers. In
addition, Tiktok helps Wacico reach a wider audience and
increase their conversion rate. It allows for the business
account to showcase their products and services creatively
and engagingly, which can instantly attract the audience'
attention.
Tiktok Live Shopping Tiktok Shop Tiktok Content

Objective Accounts Followers

1. TikTok is a popular and free platform that can attract any
type of user and audience.
Ownerrajangemil 1.4M
2. TikTok can influence people's buying intentions if it is
packed with attractive and appealing videos.
3. TikTok can increase social networking as well, not only for CEO Basreng Sultan 744.0K
customers but can be investors and other SMEs business,
especially since they both provide contact or direct Gehel Snack 334.2K
message features to anyone without adding them as a
friend.
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TIKTOK
TikTok Content Pillar
Same with Instagram, the next solution of TikTok strategy is to
create well-planned content for a whole one year which is from
Types Contents Frequency
January, 2023 until December, 2023. The content calendar will
map out all marketing activities of Wacico which is aimed to
Product review, Process to make
Min.
keep stakeholders organized and accountable to the marketing Product Showcase the product, Ingredients of the
3/month
product
responsibilities in the current and future situations.
Min.
Interactive Content Live TikTok Shopping
5/month

Educative/Informativ Informational, hacks to consume Min. 2/

e Content snacks in other way Month

KOL repost,customer repost.

User
unboxing, Honest Review, Stitch Min. 1/Month
GeneratedContent
Video

Month 1 2 3 4 5 6 7 8 9 10 11 12 Special Occasion Special Occasion Only

Frequency 0 0 1 0 0 1 0 0 1 0 0 1 Viral Content Based on Current Trends

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E-COMMERCE
Background Objective
Indonesian people are used to transacting online and there
1. Offer customers a convenient and user-friendly option to
are no obstacles for Wacico to enter the market to promote
purchase a product via the internet.
this product category. Also in accordance with the
2. Enable Wacico to expand its customer base and offer its
questionnaire result that 76.7% of respondents said that they
products to a larger audience.
used Shopee to find the product information. As a result,
3. Facilitate Wacico in obtaining customer preferences,
Wacico has a great opportunity to maximize the application
monitoring sales, and enhancing their marketing strategies.
because it is very likely to draw potential customers from
4. Allow Wacico to increase sales and profitability.
various areas.

Implementation Plan

Landing Page Product Information Special Event Shopee Influencer

Live Shopping Advertisement Great Service SEO

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MARKETING PLAN & BUDGET

https://bit.ly/WacicoMarketingPlan

https://bit.ly/MarketingBudgetWacico

FUTURE EXPORT
ACTIVITIES
Background
Many businesses are striving to grow their
operations and boost their income in today's
global economy by entering new markets and
extending the number of their customers.
Objective
1. Wacico can reach a wider potential market
and tap into new sources of demand.
2. Diversifying market prospects so that even if
the domestic economy begins to suffer, you
may still have other rising markets for your
goods and services.
3. Extending the lives of mature goods. If the
domestic market for your goods and services
appears to be saturated, you may introduce
them to other markets throughout the world.
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Implementation Plan
For Wacico to effectively export their products, they must
carry out comprehensive research on the intended
market and have a grasp of the local preferences,
regulations, and tastes. Nonetheless, there are nations
with export capabilities that are keen on snacks and have
promising prospects for expansion.
7 out of 10 Americans even always eat snacks all the time
and from the results of a survey of 2,000 people
America
Americans are very fond of salty and savory snacks, such
as chips, cheese-flavored snacks, etc.
The size of the snacks market in China has kept growing
as a result of rising purchasing power and consumer
willingness.
Snacks not only increase productivity but have also
China
evolved into an "important weapon" for fostering
relationships among coworkers
Many Chinese households would put snacks out on tables,
especially savory snacks because they love it so much
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THANK YOU