Integration of Digital and Offline Marketing in the Development of CUSO (Cucumber Soap) Products

Abstract

This Business Plan is prepared to assess the feasibility of a natural liquid bath soap business under the brand CUSO (Cucumber Soap). This product uses fresh cucumber extract, which is rich in nutrients, to moisturize, refresh, and protect the skin without any harmful chemicals, making it safe for all skin types, including sensitive skin. The target market includes consumers aged 14–40 in the Kairagi Dua and Buha sub-districts, as well as the area around the Manado State Polytechnic, with initial sales projected at 12,000 bottles and a 2% annual demand growth. The marketing strategy combines digital promotion thru social media (Instagram, TikTok) with direct distribution at the business location and local retail stores. From a production standpoint, the business utilizes readily available cucumber raw materials from the local market at a stable price, and employs simple, efficient, and low-cost equipment. Financial analysis shows that the business is viable with an initial capital of Rp35,000,000, a selling price of Rp32,000–Rp35,000 per bottle, and a significant profit margin. The results of the investment feasibility indicator calculations show a positive NPV, an IRR higher than the discount rate, a relatively short payback period, and a BEP at a realistic sales volume. Thus, CUSO has the potential to become a sustainable and competitive enterprise in the natural body care product market.

Keywords: Business plan, CUSO (CUCUMBER SOAP), cucumber soap, natural health.