NEW PRODUCT DEVELOPMENT AND MARKETING MIX STRATEGIES FORNUTSAFIR COOKIES IN LOMBOK TOURISM

Abstract

This community service article examines the formulation of new product development and marketing mix strategies for Nutsafir Cookies, a local food small and medium enterprise in Mataram, Lombok. The activity was designed to strengthen the firm’s integration into the tourism value chain by aligning its products, packaging, distribution, promotion, and service processes with tourist needs. An applied case-based and participatory problem-solving approach was used through partner discussions, product and marketing diagnosis, review of tourism-market information, literature-based analysis, and collaborative formulation of practical solutions. The assessment identified several strategic gaps: the product portfolio was not yet fully organized around tourist usage situations, local distinctiveness had not been concentrated into a flagship product, packaging and distribution needed stronger tourism orientation, and marketing decisions required more systematic data. The resulting solution integrates a simplified Stage-Gate process, four priority product concepts, the 7P marketing mix, tourism-ecosystem partnerships, and low-cost digital tools such as QR-based product stories, WhatsApp Business, customer insight forms, and a weekly marketing dashboard. The article contributes an implementable framework for tourism-linked food SMEs to convert local resources and cultural narratives into differentiated, measurable, and market-tested offerings. For Nutsafir Cookies, the proposed strategy provides a phased pathway to improve customer value, channel access, brand recognition, and operational readiness for tourism and MICE markets.