| As new producer in agriculture, marketing of "AMANAH" organic fertilizer is necessary in particular with a view to introducing the new product within the community. In general it can be said that the goal is to achieve maximum profits, rapid growth and to maintain the viability of the product. This goal can only be achieved if the product marketing strategy appropriate to the target to be able to use the opportunity or opportunities that exist in marketing, so that the position or the position of products on the market can be maintained and even enhanced as well. In order for these new products were well received even a market share, then there are some activities that should be run and the right marketing strategy is needed. One of them is the promotional marketing communications strategy. This research will be identified consumer identity and needs of consumers of organic fertilizer through a preliminary questionnaire and a questionnaire study. The study was conducted in Jakarta area covering West Jakarta, East Jakarta, North Jakarta, South Jakarta and Central Jakarta. Who were respondents in the questionnaire study were users of organic fertilizer either solid or liquid organic fertilizer. The method used in processing the data is descriptive statistics and SWOT analysis. From data processing, can be known the identity of the consumer, where the behavior associated with purchasing decisions of organic fertilizers, and attributes that are necessitated by the needs of consumers. So based on the results of data processing, can be carried out analysis of the behavior and needs of consumers of organic fertilizer that can help design the right strategy for the promotion of "AMANAH" organic fertilizer. |