¹Ida Ayu Ketut Sumawidari,²Ida Ayu Kade Werdika Damayanti,³Ni Kadek Muliati,⁴Solihin,⁵Budi Susanto

^1,2,3,4,5Tourism Department of Politeknik Negeri Bali, Indonesia

DOI : https://doi.org/10.47191/ijsshr/v6-i6-21

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ABSTRACT

Vegetarian cuisine is increasingly becoming a trend in society, starting with many people realizing the importance of living a healthier lifestyle to changing their lifestyle to becoming vegetarian food connoisseurs. The purpose of this research is to analyze marketing strategies for vegetarian food for the millennial generation so that their food products can be accepted and enjoyed. This research is descriptive qualitative through in-depth interviews, observation, and documentation of data collection. The study reveals that differentiated marketing strategy is including the organizational environment within the organization which is normally a potential target market for the millennial generation. It is further suggested that product mix, price, distribution and promotion channels are regarded as the marketing mix strategy.

KEYWORDS:

marketing strategy, vegetarian food, millennial generation

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VOlUME 06 ISSUE 06 JUNE 2023