PROPOSED BRAND MAPPING STRATEGY FOR INCREASING BRAND AWARENESS OF “MENTAILOVERS”

• Main Author: Natalia Harini, Diana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49771
• Institution: Institut Teknologi Bandung

The economic growth of a country is usually supported by the increasing number of companies from various industries. One of them is the culinary industry which contributes quite a lot of funds to state revenue. Mentailovers is one of the businesses included in the culinary industry. Mentailovers was established in January 2020, then had the focus of marketing using Instagram ads. Since its establishment, Mentailovers has been selling products online by using Instagram as a promotional media and not having an offline store. The limitations of promotional media make Mentailovers unknown to many people and also, because of Mentailovers new established and marketing was not done effectively and efficiently. In gathering information, this study submitted a questionnaire and also interview to potential buyers and other respondents by distributing samples and the writer asked the respondent to fill in the questionnaire and interview given. The purpose of this final project is to find out the right brand strategy as the basis for a new business. In this final project, there is a discussion of the situation and problems that are being faced by Mentailovers and also what strategies are needed to overcome the problems experienced by Mentailovers. For analyses, the author uses internal analysis and external analysis. The Internal analysis are analysis of Segmenting, Targeting, Positioning (STP), Marketing Mix (4P's) and for External analysis are Consumer Analysis, Competitor Analysis, Porter Analysis, and after known through external and internal analysis, are analyzed again using SWOT analysis with Blue Ocean Strategy. For this study, the authors used Quantitative and Qualitative Research. The sample used amounted to 140 people. And for problem solving using Brand Mapping Strategy and the results of the analysis show Mentailovers lack of Brand Awareness. So, Mentailovers need to do some actions that can increase Brand Awareness. The results of the analysis showed that Mentailovers experienced problems from the aspect of Brand Awareness due to lack of marketing. Therefore, researchers formulated several Brand strategies that can be used as a solution to increase Mentailovers revenue, among others, by creating new market segments by innovating products that will be offered, increasing engagement with consumers through attractive photos and content and also the existence of socialization, collaboration, co-branding, use influencer that expected to increase Brand Awareness.