PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS FOR COFFEE SHOP BUSINESS (CASE STUDY ON BRAND PAYU COFFEE & EATERY)

• Main Author: Karim Mohammad, Iqbal
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71193
• Institution: Institut Teknologi Bandung

The total distribution of Coffee in Indonesia is increasing every year, and it is in line with the growing Coffee Shop industry in Indonesia, specifically in Jakarta. Payu is one of the local SME Coffee Shop brand located in Gandaria, South Jakarta which was established in 2020. Building brand awareness is important for a new brand, particularly for SME companies with an existence of less than five years like Payu. According to an interview with Payu’s co-owner, Payu brand awareness is very low which in line with the result of a questionnaire from a total of 202 respondents shows that 68,8% never heard of Payu before. To analyse the root cause more deeply, researchers used Fishbone Diagram and Inter-relationship Diagram and found that Lack of Marketing effort is the root cause for Payu. The purpose of this research is to propose a suitable marketing strategy to increase Brand Awareness for Coffee Shops like Payu. Researchers use both quantitative and qualitative methodologies in conducting research. Data collection is done by conducting in-depth interview with co-owner, distributing questionnaires, and conducting a focus group discussion. Quantitative results are used to make Cluster Analysis, Brand Awareness Analysis, and Spider Web Analysis. While Qualitative results is used to make Behavioural Shift analysis and Brand Association analysis. According to focus group discussion, customers are like the coffee trends like Ready-to-Drink Coffee and Snapchilled Coffee. After conducting analysis through all stated above, the proposed new marketing strategies are carried out using Buyer Persona Creation, Competitive Advantage, Product Adjustment, and Brand Concept Mapping. Based on BCM model, Payu are relatable with associations links Comfortable and Working place. There are three new marketing strategies that can increase coffee shops brand awareness like Payu. First, developing two different customer personas based on cluster analysis, this strategy is useful to make a clear targeting for coffee shops to deliver the message to targeted audience or market. Second, coffee shops can work with influencers who have an audience driven from the Buyer Persona Creation strategy, choosing the right influencer can maximize the output. Third, conduct and make a brand activation based on the association links from brand concept mapping and invite the chosen influencers in the event as a speaker or guest star.