Trend of margarine consumption in Indonesia rose from 2012 to 2017. This showed that market of margarine has the potential growth that can be grabbed by PT Asianagro Agungjaya (AAJ). AAJ who is operated in edible oil manufacturing industry produce Vitas sachet margarine which has low sales revenue. The main objective of this study is to assess factors affecting customer preference through marketing mix and formulating marketing strategy for Vitas sachet margarine to increase sales revenue. In order to meet customer needs, company has to understand customer preference which is done through exploratory marketing research. The collection of primary data will be the combination of quantitative and qualitative method. Quantitative method is done by distributing online survey. The sampling method in this paper is non-probability sampling method (convenience sampling technique). The sample size of the survey is determined based on population proportions by using Slovin formula. Qualitative method is through in-depth interview with some respondents and internal management as well as netnography. Then, strategy formulation is conducted through TOWS matrix, marketing mix framework, and Customer Based Brand Equity (CBBE). Based on the brand evaluation of Vitas, it showed that only 25% of respondents know Vitas sachet margarine and only 49% of them purchase Vitas. Moreover, the current condition of Vitas sachet brand is in the first stage of brand pyramid in CBBE. It is found that marketing mix of Vitas sachet margarine need to be improved. CBBE’s initiatives are focused on the redefining the STP and improving marketing mix.