PROPOSED INTEGRTAED MARKETING COMMUNICATION STRATEGY TO INCREASE BRAND AWARENESS OF LOKALATE CASE STUDY OF PT. NUTRIFOOD INDONESIA

• Main Author: Tampan Nugraha, Dhio
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62309
• Institution: Institut Teknologi Bandung

Lokalate as the early brand from Nutrifood Indonesia, launched for the first time in 2017 focusing on selling instant coffee as the main product. The first product they itroduced to the public is Lokalate Palm Sugar. At the moment, Lokalate have many different variances, comprises of Lokalate Palm Sugar, Lokalate Avocado, Lokalate Durian, Lokalate Kawista, Lokalate Berondong, Lokalate Tape and Sticky Rice, and Lokalate Andaliman. Nutrifood still generate standard strategy to enhance Lokalate products. Therefore, Lokalate still considered as a new entrance. Based on secondary data obtained by the author through one of their online distribution channels, namely social media, Lokalate tends to have low engagement on social media which has an impact on the low brand awarness compared to their competitors, namely Nescafe, Good Day and Caffino. Therefore, the writer decided to do this research. This study aims to determine what factors influence prospective buyers on brand awareness and develop a marketing strategy through integrated marketing communications. This study uses quantitative methods through online questionnaires. This study has two analyzes, namely internal and external. Internal analysis includes segmenting, targeting, and positioning (STP), VRIO, and Marketing Mix. Meanwhile, external analysis includes PESTEL, Porter 5 Forces, Competitor Analysis, and Consumer Analysis. After doing the analysis, the authors get a SWOT and Root Cause analysis to find several solutions using the TOWS Matrix. Next, the author chooses the appropriate strategy to increase Lokalate's brand awareness.