Marketing Development of Beef Cattle, Sheep, Goat and Derivative Products through the Application of Digital Marketing in Facing the Impact of Covid-19 Pandemic

Abstract

Livestock business especially beef cattle, sheep and goat, experienced the marketing problems during the pandemic of Covid-19, which resulted a decrease in farmers income. Although there was a decline in purchasing power, data showed that during the pandemic, the demand of processed livestock products increased 3-4 times compared to before the outbreak of pandemic. This condition due to the changes in consumer preferences who wanted the product that have quality standards of health and food safety, and indicated a great opportunity for increasing the sales of processed products for beef cattle, sheep and goats. To support the level of sales of both primary and processed products, it was necessary to change the promotion and marketing strategy. Utilization of digital marketing platforms as a new philosophy and modern business practice related to the marketing products, services and information that can be carried out by small-scale farmers. The digital platform which developed for digital marketing of livestock products is Vilstock.id. The application used the SDLC (System Development Life Cycle) Waterfall method, while the comparative analysis of the value of implementing digital marketing platforms before and after using was the Return Cost Ratio (R/C ratio) a comparison between revenues and costs. The result of the analysis showed that there was an increasing income of SME farmers as indicated by the value of the R/C ratio from 1.014 (before) to 1.072 (after). This shows an increase in product sales by 5.4% within 4 weeks.