DEVELOPING BRAND EQUITY AND MARKETING MIX FOR INCREASE SALES ON INDOESKRIM BANDUNG

• Main Author: Anisah Pratiwi, Dian
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45667
• Institution: Institut Teknologi Bandung

The level of competition in the FMCG industry is still very tight, where more and more players are entering the Indonesian market and increasing their marketing activities. Ice cream consumption in Indonesia has not received special attention from consumers, especially in the ASEAN region. The growth of the ice cream market in Indonesia is very high, from 2012 to 2020 around 16 percent per year. With this potential and hope for Indonesia, it can consume more ice cream than other countries. Indoeskrim is one of the brands included in the FMCG industry. Indosekrim spread throughout all regions in Indonesia. Indoeskrim has a distribution area in Bandung. Each distribution area is given a sales target where the sales target is the source of company revenue. The sales target given for Indoeskrim Bandung exceeds the target previously targeted in 2018. By providing excess targets and reducing the distribution area, Indoeskrim must find ways to increase sales volume. This study aims to build brand equity in the eyes of consumers and increase sales in order to achieve these sales. This study uses the Brand equity approach where brand equity is directly related to Integrated Marketing Communication (IMC). The research method used in the form of qualitative and distributing questionnaires. This research is not limited because ice cream is something that can be liked by all groups. The results show that to increase brand equity and sales can be done to improve the target audience, communication design, and communication channels. The chosen communication design is hiring brand ambassadors, giving information about new products in social media, doing co-branding, improving social media. Communication channel can improve several aspects such as advertising and website appearance owned by Indoeskrim.