PACKAGING DESIGN AS A BRAND BUILDING TOOLS FOR CASHEW SNACK PRODUCT – CASE STUDY ‘MEDE IBU DEWI’

• Main Author: Dana Hiswara/ 29115151, Gilang
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27523
• Institution: Institut Teknologi Bandung

Mede Ibu Dewi is a SME company that was founded in Bogor around 2005, started by the <br /> <br /> owner’s selling cashew snack activity to her relatives and friends. Seeing positive feedbacks <br /> <br /> from the customers, she tried to expand the number of sales by increasing distribution <br /> <br /> channels, by distributing the products in some stores and restaurants. <br /> <br /> Within 12 years of the journey, Mede Ibu Dewi shows improvement in the number of sales. <br /> <br /> But the problem is the growth of sales appears to be really slow compared to the other SME <br /> <br /> cullinary companies. After conducting some analysis, it is decided that the first step to fix <br /> <br /> this problem is to build a brand, because despite of its 12 years of running business, Mede Ibu <br /> <br /> Dewi doesn’t have any brand equity at all, not even a brand name. Where it has been known <br /> <br /> that branding holds an important part of business that should be utilized to improve <br /> <br /> performance of a company and increase the number of sales. <br /> <br /> To build a brand for Mede Ibu Dewi, one of the first, easiest, and economical step is through <br /> <br /> packaging design. As packaging is the first thing that interacts with the customers and has <br /> <br /> long been recognized as a ‘silent salesperson’ of a product. Therefore, some research needs to <br /> <br /> be done to know which kind of packaging that can optimally serve as Mede Ibu Dewi’s brand <br /> <br /> building tool. Through Semantic Differential Analysis approach, Mede Ibu Dewi can direct <br /> <br /> forms of packaging prototypes that is in accordance with the vision of the company. The <br /> <br /> research carries quantitative method by sampling process through test questionnaire to find <br /> <br /> out cosumers’s perception of Mede Ibu Dewi’s new packaging options. Where the results will <br /> <br /> be further processed to determine which prototype will be chosen to be Mede Ibu Dewi’s new <br /> <br /> packaging design.