PROPOSED IMPROVEMENT OF INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE BRAND AWARENESS OF HALOFRESH

• Main Author: Indra Putra, Armanda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63892
• Institution: Institut Teknologi Bandung

Indonesia’s fresh produce industry holds great potential as rising middle class combined with demographical bonus are allowing more Indonesians to diversify their dietary sources with growing varieties of fresh produces as well as processed agricultural produces (Boer, 2017). HALOfresh entered Indonesian fresh produce industry in 2018, offering branded Cavendish banana as their main product. As a new entrant, HALOfresh attempted to gain brand awareness and market traction utilizing digital marketing channel. This research utilized qualitative and quantitative methodology for its data collection (primary and secondary) and the analysis thereof. Primary data comprised of interview and questionnaire. Secondary data is derived from observation of context relevant to the business environment. The collected data is analyzed through use of deductive analysis method where the collected facts are examined by means of applicable marketing theories. Internal analysis includes theories such as STP analysis, Marketing Mix, and Resource-based View through VRIO Framework. For external analysis, theories used will include PESTEL, Porter Five Forces, Competitor, and Consumer Analysis. Through the combined utilization of SWOT analysis and TOWS matrix, this research proposed several marketing strategies to increase brand awareness of HALOfresh, namely, establish product differentiation, improvement in the distribution and availability, and strengthening of the current promotion strategies.