110 Chapter V Conclusion and Recommendation V.1. Conclusion Karmellow is one of the brands of popcorn snacks from PT Suara Matahari Trading (SUMATRA) Group. Karmellow offers the best taste and good quality popcorn snacks that consist of three flavors, caramel, chocolate, and strawberry, in 20-gram sizes. However, the trendline of Karmellow's sales is declining. Besides, based on the survey, Karmellow has the lowest index score of brand awareness compared to other competitors. Therefore, Karmellow needs to prepare its marketing efforts by developing marketing strategies to increase sales and also customer awareness. There are external and internal factors that can affect Karmellow. From the external factors, it is known that GDP has been increasing, that the economy in Indonesia is well, and people have higher purchasing power. Besides, the total volume of snack distribution in Indonesia has increased and is predicted to keep increasing. However, the competition in the popcorn industry is very tight, where the distribution and promotion of competitors are very massive compared to Karmellow. It can be a threat to Karmellow because customers can easily move to competitors when they want to eat popcorn. On the internal environment analysis, Karmellow has a good taste in popcorn because they have a secret recipe, that the competitor didn’t know. Karmellow popcorn also has a good brand reputation because it sells at an affordable price with a delicious taste. However, the product distribution for Karmellow popcorn is very limited, and the promotion activities from Karmellow are still categorized as low. After doing customer analysis through a distributed questionnaire, the author got 252 respondents that are categorized into 3 segments through cluster analysis. The author will focus on Cluster 1 and Cluster 2 as target markets. Karmellow's target market is males and females aged 12 – 30 years old who primarily live in Jabodatebak. They are 111 students or private/state-owned employees with moderate monthly spending in a month. Their behavior is purchasing popcorn snacks less than twice a month, but they can spend up to Rp100,000 a month for popcorn snacks. The author also proposed a new marketing mix for Karmellow.