Developing Local Purple Sweet Potato Commodities Through Product Innovation and Marketing Strategy at Purple Crispy Roll SME in North Sulawesi

Abstract

Purple sweet potato (Ipomoea batatas L.) is a nutritious local commodity in North Sulawesi, rich in anthocyanins, fiber, and vitamins, yet its utilization as economically valuable processed products remains limited. This study aims to analyze the development strategy of purple sweet potato through product innovation in the form of Purple Crispy Roll snacks, and to evaluate the effectiveness of a 4P marketing mix strategy in penetrating the market of Mapanget District, Manado City. A descriptive quantitative method with a case study approach was employed, encompassing business plan analysis, demand-supply projection, and marketing mix identification. Results indicate that potential market demand reaches 1,209,600 units in 2026, growing ±5% annually to 1,470,276 units in 2030. With competitor supply totaling 846,000 units per year, a market opportunity of 363,600 units is available. Targeting a 20% market share, Purple Crispy Roll projects sales of 72,720 units (IDR 363,600,000) in 2026, rising to 103,620 units (IDR 518,100,000) in 2030. The marketing strategy encompasses competitive pricing at IDR 5,000 per unit, integrated digital and conventional promotion, and multi-channel distribution. This study concludes that local purple sweet potato product innovation combined with an integrated marketing strategy holds substantial potential for developing food micro-enterprises in North Sulawesi.