“Egg Sell Points” A Chicken Eggs Marketing Strategy Based On Smart Farming System

¹ Student participant program “Merdeka Belajar Kampus Merdeka” MBKM Ministry of Education, Culture, Research, and Technology, Republic of Indonesia
² Undergraduate student of the Faculty of Animal Science, Universitas Brawijaya, Malang, Indonesia
³ Lecturer at Department of Socio-economic Faculty of Animal Science, Universitas Brawijaya, Malang, Indonesia

^* Corresponding author: awangtrisatria@ub.ac.id

Abstract

Post-COVID-19 in 2022, reported an increase in chicken egg consumption by 2.7 percent in Indonesia consumer’s. In 2021, the amount of eggs consumption was 18.92 Kg/Capita/year up to 20.02 Kg/capita/year in 2022. Estimated output consumption in 2023-2026 is estimated to grow by 1.16% per year. This condition is an excellent opportunity for laying hen farmers to maximize productivity and profits. However, generally the farmers still carry out the open house traditional farming system, its need to implement smart farming systems in the production process, and rely on one marketing channel. This paper is a review article and is collaborated with existing conditions in current laying hen farms. The first objective of this study is to overview the potential of laying hen farms using a smart farming system approach with the aim of farmers being able to diversify products with segmented distribution channels. The second is to build a segmented marketing network according to the product needs of each consumer. The expected result of this study is that farmers can maximize productivity and increase profits through segmented distribution channels. The innovation of this marketing system will be called ^Eggs sell points^ an integrated chicken egg marketing system through a sales point connected to the Internet of Things.