PROMOTION STRATEGY TO INCREASE BRAND AWARENESS OF QUANTUM GAS COOKER

• Main Author: Helmy Hindarsyah (NIM: 29105320); Pembimbing : Ir. Leo Aldianto, MBA., Rio
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19331
• Institution: Institut Teknologi Bandung

PT.Aditec Cakrawiyasa is one of the local companies that provides home appliances commercial product with specialty in gas cooker. In facing dynamic competition and government’s policy, companies are expected to apply the right business strategies, expectantly the product become more popular and be able to compete with the existing competitor. This research has an objective to improve promotion strategy in order to increase the market share and Quantum’s brand awareness. This research is using Brand Equity Method that is developed by David Aaker (1997). The result of this research shows that either user or non user didn’t have awareness about Quantum’s brand. According to that fact, the company needs effective solutions of promotional mix’s program to increase brand awareness of this product and also generate volume of the sales. The Implementation of promotion strategy initiate with advertising on television as a trigger, then continue and focused on community marketing concepts. These activities have standard operational procedure and could be apply to all branches. Therefore, the objective to increase brand awareness of Quantum will be reached.