PROPOSED BRANDING STRATEGY FOR CV SUKSES SEJAHTERA: WAFER ROLLS PRODUCER

• Main Author: Suharyoko
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41351
• Institution: Institut Teknologi Bandung

The prospect of industrial business in Indonesia, especially in the field of snacks, is still very potential, because the population in Indonesia which continues to grow every year and annual expenditure of the majority of the population is in the food, snack and beverage consumption sector which is 58.66% of income per capita. Seeing many opportunities for developing a snack business in the future, CV. Sukses Sejahtera participated in winning the market share competition in the snack sector. But in running every business there will definitely be problems that must be overcome so that the companies can be more developed and more advanced in their business. Problems faced by CV. Sukses Sejahtera is decreasing demand for goods related to its Wafer Roll products with the Morena brand, which is rumored to be due to a lack of brand awareness from consumers, as well as a lack of support from kilo distributors to sell the Morena brand. The issue was explored both externally, internally, accompanied by market research to solve the problems that company faced. From the external side, the things that were reviewed began from PESTEL, industry analysis using (Porter's Five Forces), and analysis of competitors. On the other hand, from an internal point of view, starts from the internal analysis of the company starts from tangible and intangible resources, capabilities and core competencies of the company, as well as analysis of organizations and value chains complemented by Marketing Strategy (Segmentation, Targeting, Positioning), and Marketing Mix (4 ' Ps). This study also conducted the market research to find out consumer behavior towards Wafer Roll Morena products, which ended with a SWOT analysis so that the root causes of this issue were obtained. Business solutions from the root of the problems obtained are CV. Sukses Sejahtera needs to reshape the Morena Wafer Roll brand and gain awareness to increase the desire to buy from consumers. Rebranding is the solution, where this is done starting from reviewing Porter’s Five Forces, reviewing each brand element, recreating New Marketing Strategy (Segmentation, Targeting, Positioning), and formulating Marketing Mix (4’Ps). By using the Brand-Bulls Eye the author is able to set brand mantras and other values and form a new marketing mix. To be sure that all changes that occur in the market are as expected, monitoring and research on the target market must be carried out regularly, this is so that CV. Sukses Sejahtera can set realistic company targets that are in accordance with the established strategy with the aim of maintaining existing competitive advantages, and identifying if there are new business opportunities.