HOW CAN AU GRé DU VIN INCREASE ITS BRAND AWARENESS AND DEVELOP AN IMPACTFUL SOCIAL MEDIA STRATEGY?

• Main Author: Alifanda Awaloedin, Nadira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61051
• Institution: Institut Teknologi Bandung

The purpose of this study is to analyze the current issue encountered by the owners of Au Gré Du Vin in relation to the company’s brand awareness and social media strategy with a research question of “How Can Au Gré Du Vin Increase Its Brand Awareness and Develop an Impactful Social Media Strategy?” This paper will analyze three main platforms, comparing the Instagram, Facebook, and official website of Au Gré Du Vin with one of its main competitors, Les Vins d'Aurélien, to compare where the business in the market is at with their social media strategies. Furthermore, customer reviews will be considered as primary data. Whilst secondary data will rely on the analysis of the 3 platforms regarding their content, engagement, and the utilization of features. According to the findings, Au Gré Du Vin has been engaging and informative on Facebook yet has not made use of all the features available for business on Instagram and does not provide enough information on its website for credibility. A business does not have to be on all social media platforms; however, it must try to persistently stay relevant in the platforms that are crucial to the company’s growth. To do so, a clear differentiation point must be known as a guideline for brand awareness. In this case, Au Gré Du Vin differentiate itself not just through its product, but they could also highlight their excellent customer-centric services as they are able to turn customers into family. The company could rebrand itself as more than a wine community, but a wine family. This concept will then be portrayed in each of the platforms and adjusted accordingly to ensure an effective and integrated social media strategy. Furthermore, the activities that will be conducted to increase brand awareness will also focus on building a broader community from the current one, such as through a referral program and contests.