Product Benefit Based Marketing Strategy of EM4 at PT. Songgolangit Persada

Abstract

PT. Songgolangit Persada faces challenges in marketing EM4 products as the trend of organic agriculture continues to grow, yet remains constrained by information gaps and competitive pressure. This study aim to identify benefit-based marketing strategies for EM4 that are implementef and to analyze their role to sales performances. The research employs a SWOT analysis method with an IFAS score of 3.496 and an EFAS score of 3.874. data were collected through descriptive quantitative questionaires distributed to 10 internal respondents, supported by field observations, and interview. The findings indicate that the company’s main strengths lie ini the effective communication of product benefits and the provision of added value, while the weaknesses are found in market segmentation and promotional intensity. Opportunities are driven by increasing consumer awareness and supportive government policies, whereas threats originate from sales fluctuations and the presence of competitors.the company is positioned in Quadran (aggressive), with SO strategies focusing on educational outreach and optimization of digital media. Benefit-based marketing strategies are proven to have a positive effect on increasing sales volume and market share. Therefore, strengthening benefit-oriented segmentations, enhancing promotional intensity, and establishing collaboration with government institutions and distributors are recommended to optimize market opportunities.