MARKET RESEARCH

“Sang Pisang VS Crunchy Banana”

Submitted as a Partial Fulfillment of The English Final Assignment

Arranged by:
EXTI RIKA WATI
1711021080

ECONOMIC DEVELOPMENT DEPARTMENT

THE FACULTY OF ECONOMIC AND BUSINESS
UNIVERSITY OF LAMPUNG
2018
The Comparison Between Banana Nugget Product “Sang Pisang VS Crunchy Banana”

A. Definition About The Products

1. SANG PISANG BY KAESANG

Sang Pisang is a banana-based food product which is processed into a banana

nugget with about 20 variants of flavor and toping. The name of Sang Pisang itself
comes from the owner's name, Kaesang Pangarep, the youngest son of the president
of Indonesia—Joko Widodo. Learning from his brother—Gibran Rakabuming
Raka—who has already been involved in the foodpreneur, Kaesang began to open the
business since 2017. Now, Sang Pisang has 21 branches throughout Indonesia. In
Lampung, Sang Pisang outlet’s officially opened on March 18, 2018 ago as the 10th
store located on the 3rd floor of Mall Boemi Kedaton (MBK).
 For packaging, Sang Pisang by Kaesang uses a cute box with an eye-catching
color; black combined yellow. Yes, because yellow is identical with banana. The
writing on the box also sounds very Indonesian; not 'nugget', but ‘naget’. Each box
contains 10 banana nuggets.
Sang Pisang by Kaesang is priced at a fairly affordable price of Rp20.000, -
per box for each flavor variant. If you want to add a toping, simply by adding money
of Rp5.000, - only.
In terms of promotion, the product of Sang Pisang is much promoted through
social media, especially instagram. In addition, Kaesang—the owner—also promotes
this banana-based food product through a vlog video on his youtube account.
Kaesang also briefly collaborated on his Sang Pisang product with Gibran's martabak
product-named Markobar when he first inaugurated Sang Pisang product in Jakarta.

2. CRUNCHY BANANA
 Crunchy Banana is a banana-based food product that is processed into a
chrispy banana by combining bananas and bread flour. The bread flour that binds the
whole banana makes the chrispy sensation so attached. Various toppings also add to
the taste of food products that are so popular in Lampung. This food business started
in 2016 and now has four branches of Way Halim, Enggal, Langkapura and the last
on Metro.
In the packing, Crunchy Banana or commonly called 'Canci' is packed with a
sweet box with a monkey image with a purple and yellow color typical Canci. Each
box contains 10 chrispy bananas.
For the price, Canci is priced around Rp17.000, - up to Rp.22.000, - per box
and if you want to add toppings just by adding money of Rp6.000, -.
Crunchy Banana is promoted through social media, especially instagram. And
to attract the attention of consumers, Crunchy Banana also often hold give away with
various interesting prizes.

B. The Reason Why I Choose The Products

There are several reasons why I chose Sang Pisang and Crunchy Banana as the
two products I compare in this market research assignment, including:

1. I chose both of these products because I like processed foods from bananas especially
fried bananas. And the innovation of fried bananas—banana naget or banana chrispy,
I think is suitable to be discussed in my task this time.

2. I chose this banana naget product because this food is quite popular now, or
commonly called 'kekinian' among millenials today.

3. I chose this product because one of the products I choose, named Sang Pisang, is the
product of the president's son—Kaesang Pangarep. This caught my attention so I
decided to compare it with a famous banana nugget product in Lampung, Crunchy
Banana.
C. Why The Products are Popular

There are several reason why the products are so popular:

SANG PISANG CRUNCHY BANANA

 Having a distinctive banana flavor

 It has a distinctive flavor of banana
with various topings that are so
and chrispy bread, with so many
proportional.
melted topings.

 It has unique packaging like 'naget'

 We can order special canci with
that sounds very Indonesian and also
mixtoping or double topping by
the hastag #BukanKueArtis that
adding some money.
catches our attention when we open
the box.
 An affordable price.  An affordable price.

 Hygienic.  Hygienic.

 Owned by a son of the President

 Well known as the best seller
Joko Widodo, Kaesang Pangarep.
banana nugget in Lampung.
D. What Factors I Consider When Purchasing This Products

There are few factors I consider when purchasing this product:

1. Price
I consider the price when buying these products, either Sang Pisang or Crunchy
Banana. Because the price is still around Rp20.000, - per box, I think it is still quite
affordable for students pockets.
2. Taste
Taste is the main factor that I consider buying this product. We certainly do not want
to spend money on food that is not worth eating, right?
3. Shape
Exciting shapes and packaging of the product are also my consideration when
purchasing this product.
4. Place Selling
A clean and hygienic selling place is a consideration when purchasing this product.
5. Service
Good and friendly service make me not hesitate to go back again.