PROPOSED MARKETING STRATEGY TO IMPROVE BRAND AWARENESS OF P’SEQ BAKERY

• Main Author: Amalia Suryadi, Rizky
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/35040
• Institution: Institut Teknologi Bandung

Bandung is considered a creative city and tourism. Bandung is famous for its culinary tourism. The average number of tourists who come to Bandung every year is around 5,000,000 (Culture and Tourism Agency, Bandung City Government). Some tourism centers in the city of Bandung are on Jalan R.E Martadinata Street (Jalan Riau) Asia Afrika Street, Dago Street, and Lembang. Tourism activities that continue to develop in the city of Bandung create many opportunities of course in the realm of culinary business. P'seq bakery tries to capture this opportunity by opening a culinary business namely Bakery in Bandung. However, in building and maintaining this business P'seq Bakery must face many challenges, especially in the face of competition because many people still do not know the P'seq bakery brand To face this challenge, P'seq bakery must create a strategy to increase brand awareness appropriate to survive and win market share and also make new innovations to increase awareness and sales. This study aims to help P'seq bakery identify the problems that occur within the company by analyzing the market situation, Porters' forces (Self-assessment result) which aim to determine the extent of competitors, potential customers, bargaining power of buyers, bargaining power of suppliers and SWOT analysis. In addition, P'seq bakery also needs to do a marketing mix strategy that will be viewed from the perspective of the owner and the consumer. By doing a gradual analysis, it shows that P'seq bakery faces low sales due to lack of brand awareness, P'seq bakery is not maximal in a promotion, only uses Instagram. To approach, the researcher used a questionnaire distributed to 100 respondents who were considered to have certain criteria. After doing the mix and TOWS matrix analysis, the researcher proposed a strategy to answer the main problems faced by P'seq bakery. The first strategy is to increase promotional activities through social media and paid promotions. The second strategy is to increase awareness of a product that has its own value. The third strategy is to provide promos or vouchers every month and improve the services provided.