Track: Entrepreneurship and Innovation

Abstract

The period of quarantine during the COVID-19 pandemic has many different meanings for each person. Limited movement and activities have limited access to fulfillment of healthy, hygienic, and safe food. Food has added value, a form of fulfillment of basic needs and entertainment and pleasure. The purpose of this paper is to examine the target customer pain of frozen food during the covid 19 quarantine and make product design and packaging innovations following consumer expectations. Innovation Product Design is one strategy that allows companies to develop and survive during the Covid. This research uses an action research method with a qualitative descriptive approach to seek, find and create appropriate product design and packaging to solve customer pains. This study's results resulted in product design innovation and packaging for frozen food following consumers' expectations. This research's significance is the analysis of target customers pains during the quarantine period, which can be an opportunity for the frozen food business. This research's recommendation is product development for frozen food by exploring the culinary treasures of the archipelago to add product value through packaging and product design innovation.