Development of Puddyton’s Marketing Strategy as a Healthy Bakery through Community Collaboration, Word of Mouth, and Social Media

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.