Proposed Marketing Strategy to Improve Performance of

Cupumanik Sundanese Puppets and Souvenir Store

Afina Faza Khoirunnisa and Atik Aprianingsih

School of Business and Management, Institut Teknologi Bandung, Indonesia

Keywords: Marketing Strategy, Creative Industry, Puppets Golek, and Souvenirs Business.

Abstract: Creative industry in Indonesia is currently increasing, in the 2015-2019 are 7.38%. With the growth of the

creative industry, especially the arts and tourism in Indonesia, especially West Java, it becomes a good

opportunity for craft artists, such as Cupumanik. Cupumanik is a West Java golek puppets and souvenir

business located in the city of Bandung which has been famous at domestically and internationally since 1980.

With good opportunities from the development of creative industries and tourism, it should be able to reach

consumers in the market easily. But in reality, Cupumanik still needs to be supported by other things for

increased sales. This research uses internal and external analysis to create a marketing strategy. Internal

analysis of resources, capabilities, and value chain analysis. External analysis is carried out by the General

Environment, Industrial Environment, Competency analysis, and Customer Analysis. The root cause of

business issues is internal resources, marketing, environment, and competitors. According to that, the big

problem of Cupumanik is low marketing activities. The strategies that proposed to Cupumanik to solve the

business issues expand the business activities and scope, create more marketing activities, collaborate with

government, travel agent, and influencer, and also create a special treatment to potential customers.

1 INTRODUCTION

Cupumanik was officially established in 1980 by Mr.

H. Herry Hermawan. He has collaborated with the

government to accommodate puppet craftsmen in

Purwarkarta. The effort and hard work of Mr. H.

Herry Hermawan, in 1987, he received the first award

from President Soeharto, namely Upakarti as a sign

of the hero of cultural preservation.

In 2009, the leadership of Cupumanik was

changed to Wida Widiawati. Today, there has been a

shift in market demand that puppet golek is not only

a toy but can also be used as a souvenir that reflects

Indonesia, especially West Java. In addition, there is

a shift in interest in classical puppet models to

become more modern, so that special skills and skills

are needed to make puppet golek look more modern.

Cupumanik offers many types of puppets

products with many size, models, and functions (like

classical puppets, exclusive puppets, puppet mask,

pen, lamp, decoration, etc.). Not only puppets,

Cupumanik also offers traditional local souvenirs

from West Java likes traditional fan, musical

instrumental, miniature of Kujang, musical

instrumental, and traditional stationery).

Customer of Cupumanik can watch the process of

making puppets directly. The aim of that is to

establish consumer trust that the original homemade

puppet products by Cupumanik and show consumers

that the quality of the material used to make puppets

is of good quality, and also made by the hands of

skilled craftsmen so they can produce beautiful

puppets of good quality.

The focus of this research is a marketing strategy

for increasing performance of Cupumanik. The

marketing strategy will be analyzed by external and

internal analysis. Internal analysis of resources,

capabilities, and value chain analysis. External

analysis is carried out by the General Environment,

Industrial Environment, Competency analysis, and

Customer Analysis, and also SWOT Analysis. That

analysis is used for proposed strategies for

Cupumanik to become more sustainable, have

competitive advantage, and expand a market or

business scope.

The decrease of performance can be expected

because puppet demand is getting smaller and smaller

due to a generation shift, where the current generation

rarely knows about puppets because their interest is

more in technology rather than culture, besides that

400

Khoirunnisa, A. and Aprianingsih, A.

Proposed Marketing Strategy to Improve Performance of Cupumanik Sundanese Puppets and Souvenir Store.

DOI: 10.5220/0008431804000405

In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019), pages 400-405

ISBN: 978-989-758-408-4

travelers prefer buying souvenirs are special foods

from certain regions rather than souvenirs especially

puppets.

2 METHOD

Conceptual Framework of this research are described

in figure1.

Figure 1: Conceptual Framework.

The methods of this research are internal and

external analysis. Internal analysis of resources,

capabilities, and value chain analysis. External

analysis is carried out by the General Environment,

Industrial Environment, Competency analysis, and

Customer Analysis. As a result of the external and

internal environment, it will be summarized in the

SWOT analysis. Therefore, the root cause analysis

will be developed to give alternative strategies. The

business strategies will explain by TOWS matrix.

From the external analysis, the result of PEST

Analysis are from the political aspect, President

Jokowi makes Creative Economy Agency, with that

regulation, and the entrepreneur of the creative

industry can run the business with reference to the

regulation. Through the regulation, it is also affected

that business players can facilitate their business

because of government contributions to creative

industries. And also, with support of the local

government, many entrepreneurs in the creative

industry have the advantage of making it easier to

establish good cooperation with industry players

(including suppliers and distributors) locally and

internationally. From an economic aspect, the

creative economy contributes a relatively small

contribution to the Gross Domestic Product (GDP).

The economic factor will make a good prospect to all

business sector and of course for the creative industry,

because Indonesia has a huge market and opportunity,

and also have many resources such as material,

human resource, natural resources, etc. Sociocultural

aspects, the industry in the creative economy itself is

open to actors of various ages and backgrounds,

resulting in a significant contribution to the

employment and career of the younger generation.

Creative industry inclusive must provide

opportunities to everyone. This opportunity needs to

be utilized by business people because it can take a

broad market and can absorb labour, besides that with

the development of creative industries, it can create

new phenomena especially young generation to be

able to continue to be rich so that they can create good

products or other useful and valuable selling, which

can later contribute to the country. Technology

aspects, the number of internet and smartphones users

in Indonesia nowadays make a possibility of online

business will increase and make an opportunity to

businessman to change their business strategy to

online. This is the opportunity for businessman for

facilitating business activities, especially for

promotions and sales, because consumers can easily

access information about products and are easy to buy

wherever and whenever so that it can indirectly

expand the market of a business.

The result of Industrial Environment Analysis are:

Table 1: The summary of Porter’s Five Forces Analysis.

Five Forces Level

Threat of New Entrants Low

Threat of The Substitutes Hi

Rivalr

Amon

Com

etito

Medium

Bargaining Power of Suppliers Low

Bargaining Power of Buyers Medium

From table 1 above, the threat of new entrants and

bargaining power of suppliers is low. But rivalry

among competitor and bargaining power of buyers is

medium, and threat of the substitutes is high. This

industry is quite challenging and competitive. But

nowadays, this industry has potential to growth

because this industry has a market.

The result of the competitor analysis shown in

table 2.

Proposed Marketing Strategy to Improve Performance of Cupumanik Sundanese Puppets and Souvenir Store

401

Table 2: Competitor Analysis Summary.

Key Aspects Melcyana Art Saung Angklung Udjo

Objective

Specialty of

Characters Puppets

A place for Sundanese

cultural tourism

destinations

Strategies

Targeting a middle

customer with

different segmentation

such as businessman,

employee, or family.

Targeting low to high

customer with offers

cultural performance and

products (angklung and

souvenirs).

Product

Character Puppets

Classical Puppets

Wooden Mus

Cultural & Angklung

Performance

Souvenirs & Angklung

Price

souvenir start from

Rp200.000

Character puppets start

from Rp1.000.000.

Product souvenirs

Rp7.000 – Rp500.000

Place

Don’t have offline

store, but Crafters and

Owners at Sumedang

Jl. Padasuka 118,

Bandung

Promotion

Instagram and

facebook,

programmed in

television, youtube,

newspaper, and also

events.

Instagram and facebook,

programmed in

television, youtube,

newspaper, website, and

events, and e-commerce.

The result of customer analysis which get the data

from the questionnaire was distributed by online and

directly to Cupumanik’s potential customer with

sample size 125 respondents regarding gender, age,

occupation, residents, living in hometown, education,

average expanse per month, as the art and culture

enthusiast, kind of art and culture likes, as the puppet

enthusiast, type of puppets which likes, source of

know puppets, experience to buy puppets.

From the internal analysis, Cupumanik means to

identify the characteristics and all elements derived

from within the organization that is influenced and

controlled by Cupumanik. The internal analysis will

be explained Resources (tangible and intangible

resources), Capabilities and Value Chain Analysis of

Cupumanik.

Tangible Resources consist of financial resources,

organizational resources, physical resources, and

technological resources. From financial resources,

Cupumanik sales are obtained mostly from basic

puppets even though the quantity is not large but

because the price is more expensive than souvenirs,

making basic puppets become the main income. From

organization resources, Even though in terms of

quantity of more souvenir sales. Since its

establishment for nearly 30 years, Cupumanik still

has the same "family oriented" culture, since the

existing organizational structure is only informal,

only limited to owners and workers. From physical

resources, The Headquarter of Cupumanik is located

in H. Akbar No. 10, Kebon Kawung Bandung.

Cupumanik located in the center of the city where

near from Bandung Station, Husein Sastranegara

Airport, near from many hotels and restaurants, near

from Mall, and near from alun-alun Bandung, so that

makes an advantage for Cupumanik for grab the

market. From technological resources, Use the power

of the internet for marketing and sales, one of

Cupumanik's marketing efforts is through the

internet, such as social media and websites.

Intangible Resources consist of human resources,

innovation resources, and reputation resources. From

human resources, Human resource is an important

part in running a business. The average employee in

Cupumanik has family ties, so there is no requirement

to become a Cupumanik employee, the important

thing is he wants to work hard, honestly and

responsibly. From innovation resources,

Cupumanik's innovation is making puppets not only

as ordinary displays but adding other values that can

be used as everyday items such as lights, pens, key

chains, bottle opener, necklaces, desk calendars, and

others. In addition, Cupumanik puppets have other

advantages in terms of both color and carving details,

making Cupumanik have a competitive advantage

compared to its competitors. From reputation

resources, Cupumanik gets an award from President

Soeharto as a sign of the hero of cultural preservation.

Cupumanik as one of the products of West Java

abroad by the Government of the City of Bandung

and West Java to present the culture of West Java.

Cupumanik currently has several stores both self-

managed and managed by third parties, including

among them in the Bandung Souvenir Shop in Dago,

Sarinah Jakarta, GWK Bali, Yogyakarta, etc.

The capabilities of Cupumanik described in table

Table 3: Cupumanik’s Capabilities.

Resources Capabilities

Financial

Resources

Have three incomes from sell basic

puppets, exclusive puppets, and

souvenirs

Organizational

Resources

Family oriented of corporate culture

Physical

Resources

Located in the center of Bandung City, so

easy to access

Technology

Resources

Use the power of internet for marketing

and sales

Human Resources

Have senior designer to create valuable

puppets

Innovation

Resources

Have diversification product such as size,

function, material of batik, decided by

asic and exclusive puppets

Reputational

Resources

The government has been trusted to

represent West Java in several countries,

has several shops in several cities

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The analysis of Cupumanik Value Chain are:

a) Primary Activities:

1. Inbound Logistic

The raw material for Cupumanik puppets is

lame wood and albasiah wood. Lame wood is

used for exclusive puppets, while albasiah

wood is used for basic puppets and other

souvenirs. Lame wood used by Cupumanik is

only found in Purwakarta because lame wood

in other areas such as Majalaya and Sumedang

is not as good as the quality in Purwakarta.

2. Operations

Cupumanik workshops in Bandung, the basic

ingredients of puppets are reprocessed (carved

in detail, carried out coloring process to

preserve and beautified, such as being given

paint detail, given accessories, given clothes,

and arranged to become whole puppets).

3. Outbound Logistic

After the puppets are finished and ready to be

sold, the puppets are stored in the Cupumanik

Bandung store while in the distribution

process, the puppets are displayed according

to their categories. Packaging puppets will be

carried out when there is a purchase. For

packaging tailored to the wishes of consumers.

Distribution of Cupumanik puppets is done

through courier delivery.

4. Marketing and Sales

Cupumanik does not have specific marketing

plan activities. Cupumanik dominant use word

of mouth marketing process and maintain the

current customer, but since 2017, Cupumanik

adapts to the present era that is almost

everything based on the internet and start

expanding to online marketing to sell their

products and take new customers. Since

venturing into online marketing as well,

Cupumanik's sales began to increase.

5. Service

Cupumanik's services are carried out in

accordance with consumer classifications. If

new customers who come to the store are

usually served by shopkeepers. For

Cupumanik's current consumer, usually, the

owner is directly served for after-sales service

or to buy a new product. The owner also

usually directly serves a number of special

customers

b) Support Activities

1. Procurement

In procurement activities, Cupumanik did not

directly buy raw material, but the crafter

bought the raw material directly, so

Cupumanik bought the basic product from the

crafter that had been trusted since Cupumanik

was established, namely the crafter in

Purwakarta. To buy other materials such as

paint, accessories, and fabrics for clothing

such as tile, satin, batik, and others, it was

purchased from several fixed suppliers in

Bandung and Majalaya who had collaborated

since Cupumanik was established. But for

batik cloth specifically for exclusive puppets,

the owner is looking for his own suitable batik.

2. Firm Infrastructure

Cupumanik doesn't have a specific function

such as strategic planning, finance,

accounting, etc., because Cupumanik only

focuses in sales. All function about the

business activity is recorded by a simple and

manual method by owner.

3. Human Resource

Cupumanik does not have specific human

resource management, both owner and

employees applied family-oriented culture on

their organization. For the division of tasks,

Cupumanik divides according to their

respective expertise and duties.

4. Technology Development

In production process, Cupumanik products

doesn't need technology development because

the product is handicraft so made by hand.

And also Cupumanik is SME business so,

Cupumanik doesn't produce a product in very

large quantities, so technology development

not too important for the production process.

Segmenting of Cupumanik are 10-60 years, with

educational level grade school or less, school

graduate, college graduate, expense per month Under

2 million, >2 million - 10 million, >10 million, living

in Indonesia, psychographic personality Traveller,

Culture & Art enthusiast, and Artist, behaviour with

use occasion for Regular occasion and special

occasion, user status are Non User, Ex-User, Potential

User, First time User, Regular User, attitude to

product are Unaware, Aware, Informed, Interested,

Intending to buy, Enthusiastic, Positive, Indifferent,

Negative. Targeting of Cupumanik are 18-60 years,

with educational level school graduate, college

graduate, expense per month >2 million - 10 million,

>10 million, living in Bandung, West Java,

psychographic personality Traveller, Culture & Art

enthusiast, and Artist, behavior with use occasion for

special occasion, user status are Potential User, First

time User, Regular User, attitude to product are

Aware, Informed, Interested, Intending to buy.

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Cupumanik makes a positioning as the most complete

souvenir especially puppets store in Bandung.

The summarize of SWOT Analysis of Cupumanik

are shown in figure 2.

Figure 2: SWOT Analysis of Cupumanik.

From the fishbone diagram which used for

analyse the root cause, the big problem of Cupumanik

is low marketing activities, because when you have a

good product and become an old player in the

industry but it is not supported by good marketing

activities, how new customers will be interested.

3 RESULT

The alternative solution in this research will be made

by TOWS analysis. The strategies proposed to

Cupumanik to solve the business issues is expand the

business activities and scope, collaborate with

government, travel agent and influencer, create

marketing activities to make brand awareness, grab

more customers, improve search engines

optimization (SEO), do research & development

product for innovation & diversification, and create a

special treatment to potential customers.

This research chooses the two strategies that

proposed for Cupumanik those are an online

marketing strategy and offline marketing strategy.

The focus of online marketing strategy is to build

product and brand awareness of Cupumanik. From

this research, solution for Cupumanik to promote and

advertise products using social media such as

instagram, facebook, twitter), e-commerce such as

Tokopedia, Bukalapak, and Shopee, and also use

Search Engine Optimization (SEO). From offline

marketing strategy is signboard on the main road and

increase a number of distributors in other cities and

countries.

4 CONCLUSIONS

Cupumanik is a West Java golek puppets and

souvenir business located in the city of Bandung

which has been famous at domestically and

internationally since 1980. With good opportunities

from the development of creative industries and

tourism, it should be able to reach consumers in the

market easily. But in reality, Cupumanik still needs to

be supported by other things for improving

performances.

For make a problem solving for Cupumanik

business issues, the proposed solution are improved

online marketing by social media and Search Engine

Optimization (SEO), and offline marketing, such as

put up sign board on the main road and increase a

number of distributor in other cities and countries.

The implementation plan for each solution describe

below:

1. Put up the sign boards on the main road

By placing signboard will make their places

visible for new customer.

2. Use Google Adwords

Make it easier to find Cupumanik by people with

certain keywords will be displayed at the top of

the search results page.

3. Post and develop content in social media

(instagram and facebook)

Always manage post every day and posting in

peak time which many people will open their

social media, and do posts as often as possible in

certain times to strengthen engagement to

followers and to increase the number of followers.

4. Make ads in social media

Make ads in social media with a frequency of 1

time per week.

5. Get other income through another business

activities

Get other income through another business

activities such as charging a tariff for making your

own puppets, imposing a tariff or giving a policy

if you buy a product of at least Rp1 million to see

the process of making puppets, charge a fee for

watching puppet show.

6. Make a collaboration with influencer or celebrity

in social media

Collaboration with social media influencer or

social media celebrity to create and increase brand

awareness of Cupumanik as a center for puppet

shows and souvenirs for Bandung. That

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collaboration must have legal agreement for

safety action.

7. Make new collaboration with third parties or

distributors

New collaboration with third parties or

distributors to expand the market to other cities

and countries, and this collaboration will

minimize cost for Cupumanik to expand the

market.

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