Abstract

Objective: This study evaluates the feasibility of introducing Ice Watermelon Milk in the food and beverage sector, focusing on consumer preferences, market dynamics, and potential health benefits to provide insights for sustainable business strategies. Methods: A mixed-methods approach was utilized, incorporating field surveys and interviews in Mataram City to gather primary data on consumer preferences and purchasing patterns. Secondary data from scholarly journals and industry reports supplemented this analysis of market trends and regulatory requirements. The study employed quantitative analysis for financial projections and qualitative analysis for market segmentation and SWOT evaluation. Results: Findings indicate strong consumer preference for fresh, natural products with unique taste profiles, particularly in hot weather. A competitive selling price, determined through cost-plus pricing, balances affordability and profitability. Projected sales underscore the product’s market acceptance. The study highlights the importance of strategic partnerships and effective marketing strategies in enhancing brand visibility and consumer engagement. Novelty: This research introduces Ice Watermelon Milk as an innovative product, combining the refreshing qualities of watermelon with the creamy texture of milk, catering to modern consumers' health-conscious and sensory preferences. It identifies a market gap and potential for product differentiation in the beverage industry. Implications of the Research: The findings offer valuable insights for entrepreneurs and industry participants on optimizing product development and marketing strategies. By emphasizing consumer preferences and sustainability, this research contributes to the broader discourse on innovative product offerings in the food and beverage industry, promoting economic and social benefits.

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