Analisis Pengembangan Bisnis Minuman Olahan Gaya Hidup dengan Spesialisasi Infused Water pada Studi Kasus Infusify

Infusify is a company specializes in infused water product, in which engages in the fast moving food and beverages industry. Infused water itself is a healthy beverage filled with fresh slices of fruit and vegetables, which is beneficial for the sake of better way of living. Infusify offers its product line in the form of nutritious-based lifestyle beverage that emphasizes natural elements in its manufacturing process. As a growing company, we dedicate ourselves for healthier daily living among Indonesians at large. Infusify put forward three important values to consumers, which are fun, practical, and natural as outlined in the product. In the course of operational activity, Infusify implements infusion and osmotic techniques as the basic concept of the product. Based on its advantaged process compared with its competitors, our line of products certainly have major distinctive advantages in terms the usage of raw materials and the processing method which cannot be duplicated by others. By the product offered to its consumers, there are two ingredients used as the bases, namely oxygenate water and kunai grass. The uses of these special bases are proven to create richness in the flavor. It is also combined with five unique combinations, such as apple-lemon, apple-strawberry, apple-kyuri (Japanese cucumber), apple-mango, and apple-star fruit. The use of apple is specifically designed to enrich the detoxification function of our infused water. The primary target of this brand is divided into two particular categories, firstly, the 18 to 25 years old market and secondly, the 26 to 35 years old market. The share of consumers aged 18-25 years is a community with a modern and dynamic lifestyle in the area around West Jakarta, Central Jakarta and Tangerang. While the market targeting the 26-35 year age group is seeking for more regular purchasing frequency in the greater Jakarta area. Both markets have common similarities regarding consciousness toward healthier lifestyle. In the interest for greater exposure in both markets, thus Infusify opted to launch its first outlet in Supermal Karawaci since April 2015. It was chosen for its strategic position between the main districts of Lippo Village, surrounded by Menara Matahari office building, CIMB Niaga tower, and Pelita Harapan University in accordance to the brand’s specifically target market. In the beginning of the venture, the owner deposited the initial capital of Rp 31,650,000 (equivalent to US$ 2,400 in July 2015) in cash and equipment. By performing business feasibility projections for the upcoming year, it is estimated that Infusify will obtain a return of investment by 82 percent in twelve months. Regarding to facts attached in the following and by seeing positive market response, it can be concluded that Infusify is feasible to run in the market.