Proposed Integrated Marketing Communication for Freddo Coffeeshop

• Main Author: Uswaturrasul - 29115712, Yahya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31688
• Institution: Institut Teknologi Bandung

Café and coffee shop business in Indonesia continues to grow rapidly, and it should be reckoned as one of the profitable business in this modern era. Changes in the lifestyle of Indonesian society also continue to encourage the growth of this industry. Nowadays, drinking coffee is not just an ordinary coffee activity but has become like a lifestyle. This is marked by the proliferation of coffee shop in several cities, including Bandung. From a cultural point of view, coffee shops have become widespread to become centers of social interaction where people can gather, hang out or just fill the time. This kind of activities in creative industry conducted by Freddo Coffeeshop, Freddo Coffeeshop is a coffee shop that focused and engaged in a culinary, by picking up coffee as its main product. This coffee shop has established since April 2016, but began to operate effectively at December on the same year. Ahead of one year since operated, Freddo Coffeeshop sales did not achieve its target. Freddo Coffeeshop other problem is low brand awareness. This coffee shop’s main business issue is that they do not have a proper marketing strategy, which can keep them going forward in the industry. <br /> <br /> The objective of this research is to formulate the suitable integrated marketing communication strategy that can help Freddo Coffeeshop to raise its brand awareness and achieve target sales, by creating a marketing communication implementation strategy. To propose the suitable strategy for Freddo Coffeeshop, this research conducted an internal and external analysis. Internal analysis consist of STP analysis and marketing mix analysis (7Ps). While external analysis, consist of PEST analysis, Porter’s 5 Forces, and Competitor analysis. All those analysis lead Freddo Coffeeshop to identify their main problem which causes the sales target is not achieved. This research also use root cause analysis to help Freddo Coffeeshop address what problems that they faced. The results obtained that the main problem is in the marketing, such as the use of social media, build brand awareness, and sales promotion.To solve these problems, SWOT analysis, which developed into TOWS matrix, used in this research.The results of TOWS matrix are formulated into several integrated marketing communications strategies. <br /> <br /> The results obtained several marketing actions. The most important thing to do is optimizing the use of social media, Instagram and Facebook, as a tool to build brand awareness and tool for sales promotion. Using endorsement strategies and paid promote can also solving their problems. In addition to digital marketing, another action beside digital marketing that Freddo Coffeeshop need to do are create or join an event, and make both signage and directional signage. <br />