TARGETING ANALYSIS OF LEMONILO PRODUCTS AMONG THE COMMUNITY IN DENPASAR

Abstract

The Lemonilo is a health-oriented instant noodle brand that offers products without preservatives, artificial coloring, or MSG, and uses a baking process to reduce fat. Founded in 2017, Lemonilo strives to provide a healthier alternative for Indonesian consumers. Despite its commitment to promoting healthier food choices and collaborating with influencers like the boyband NCT Dream to enhance brand awareness, Lemonilo faces challenges in expanding its market share. Competition from established brands like Indomie and Mie Sedaap, along with higher pricing, has limited Lemonilo’s growth in the instant noodle market. This study analyzes Lemonilo's marketing strategy through the lens of targeting, focusing on its efforts to appeal to health-conscious consumers, especially mothers and younger generations. The brand leverages digital engagement, green marketing, and product differentiation to position itself as a premium, healthier option. However, Lemonilo must overcome several obstacles, such as consumer skepticism about its health claims, the need to improve taste and texture, and pricing concerns. By addressing these issues, Lemonilo can enhance its competitive positioning in a highly saturated market. Recommendations for Lemonilo include increasing consumer education about the health benefits of its products, improving flavor and texture, revising pricing strategies, and expanding its product line. In addition, building a community centered around healthy living and expanding its digital presence can help strengthen consumer loyalty. These strategies are vital for Lemonilo to increase market penetration and grow its brand in Indonesia's competitive instant noodle industry.