Track: Entrepreneurship and Innovation

Abstract

Recently, many people considering consuming more healthy food. Consuming healthy food even become a lifestyle; they do not doubt paying more for healthy food. This market segment, become larger and larger. Grabbing this opportunity, many brands are starting to positioning their product as a healthy product. The question is that healthy brand positioning effective to raise sales?. This research using a case study of the healthy baked shop, namely moose bakeshop. Moose bake shop already running its business for almost two years and positioning its brand as a healthy bakery. The purpose of this study to measure the effectiveness of healthy brand positioning to raise sales. The data collected from 2020 until 2021 and comparing the selling before and after the pandemic to provide depth analysis. The result shows that before the pandemic, this bakery shop reaches good performance in their product selling. At the beginning of the pandemic, the data shows that the sales are pretty good, with a slight decrease in sales and regular rest. This research concludes that healthy brand positioning is adequate to maintain sales, especially during the pandemic aligning with the increasing number of people concerned about consuming healthy food products.