BRAND ANALYSIS AND EVALUATION OF YOFORIA BANDUNG

• Main Author: Anjani Samardhya (19015220), Kalyana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28373
• Institution: Institut Teknologi Bandung

As more people are interested in consuming more healthy food, yogurt is one of the many industries that started growing because of the healthy lifestyle trend. Most of the consumers of yogurts are young women who are on a diet or trying to eat healthily. Because of this, drinking yogurt has been considered as a feminine behavior and not very suitable or admirable for men. Established in December 2016, Yoforia entered the yogurt market with the thought of banishing this paradigm. However, this brand message was not delivered well enough to the audience and still making unsatisfying results. This study aims to implement brand analysis -- more specifically, brand auditing toward Yoforia brand to remove any gap between what Yoforia wanted to deliver and what their target market or consumers think about Yoforia. This research used qualitative research method by interviewing the manager of Yoforia itself inside the company (Brand Inventory) and their target market outside the company to be the customer perspective (Brand Exploratory) using In-Depth Interview. This research also used quantitative research method for its Brand Exploratory using online questionnaire spread to the intended target market. The targeted interviewees are people who Yoforia considered as a target market who already knew about the brand with Convenience Sampling. Then for the analysis, Brand Audit analysis by Kevin Lane Keller which consists of Brand Inventory, Brand Exploratory, and Gap Analysis is used. Brand Dynamics Model is used to analyze quantitative results. For the results, this research will discover the manager perspective in brand inventory and the customer perspective in brand exploratory. The gap between these two perspectives toward the brand, if present, will be shown in Gap Analysis and indicates a low performance of Yoforia in branding. Brand performance in the eyes of customers will be analyzed using Extended Strategic Brand Mapping analysis by Nasution and Pangestu, which consists of four selected association; strength, favorability, uniqueness, number. Finally, to measure brand equity, this research uses Brand Dynamics Model which has five categories to be analyzed; bonding, advantage, performance, relevance, and presence. After all of the analysis has been done, the research suggests that manager start forming and redefine a brand-building program for its brand elements along with the content and then creating a marketing communication strategy based on the findings to solve the gap and improve the branding and content marketing strategy of Yoforia.