MARKETING COMMUNICATION INNOVATION OF FRESH FRUIT AND VEGETABLES (FFV) MODERN RETAIL LOCAL SUPPLIER: COMPETITIVENESS OF SMALL HOLDER TO ENTER MODERN RETAIL

Abstract

Modern retail rapid development is an opportunity for fruit and vegetable farmers to fulfill consumer
retail business demand. This research give an insight of how marketing communication innovation suggested for
local FFV supplier in order to enter modern retail by concerning their competitiveness through modern retail
point of view and adjusted with modern retail marketing decision. It applies qualitative design through case
study at Retail XYZ Group. The main FFV supplier criteria appointed by the company are supplier price product
offering, product quantity, quality and continuity. Overall, almost all of local FFV supplier marketing criteria is
perceived worst than importer in terms of durability, quantity, service level, after post harvest handling, R&D, and
commodity attribute. An incremental marketing communication innovation could be done via direct partnership
with small holders who are able to meet retail FFV requirements in commodity quantity, quality, continuity, post
harvest handling, durability, research and development facility, product sourcing and availability throughout
season, and deliver service excellent. This is an opportunity for the small holder to build a long term relationship
marketing with modern retail.