PROPOSED BRAND BUILDING PROGRAM OF BAGUS AGRO PETANG PROJECT

• Main Author: KUSUMA WIJAYA (NIM: 29107007), BAGUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/11903
• Institution: Institut Teknologi Bandung

PT. GPS has developed an agrotourism destination in North Badung, Bali called Bagus Agro Petang. Development strategis in this area based on the agrotourism principal. Bagus Agro Petang offers agricultural tourism activities and organic farming which elaborates them with global packaging and also improves the welfare of local people. One of the advantage of Bagus Agro Petang is the uniqueness concept that makes it as the one and only organic agrotourism in Bali. Beside the farming land itself, Bagus Agro Petang also completed with international class villa, restaurant, laboratory and outbond field. A marketing strategy needed to introduce Bagus Agro Petang to the customers. The strategy will be succeeded if it was supported by a strong brand, which can reveal mind and fulfill the customers, so they making a decision to visit Bagus Agro Petang.<p>The needs and expectations of the customers play major role in the destination choosing process. If they did not have enough information and they will assume that destination could not fulfill their needs and expectations, then the tourism services consumption would not be happened. A research has been done in order to build a strong brand for Bagus Agro Petang. The in-depth interview results described that Bagus Agro Petang branding strategy must create positive brand awareness and brand image, through qualified services that can fulfill customers needs and expectations.<p>Analysis of the problems and solving alternatives resulted two major solutions. First, is to build brand identites that can deliver the vision, mission, and value of the corporate to the customers. Second, is internal branding, so that every person who involved in the Bagus Agro Petang management know the corporate value and culture, turn into behavior, and pass it on in the right way to the customers. Internal branding also encourage people to think innovative and be creative, in order to raise the sustainable brand quality.