PROMOTIONAL STRATEGY FOR BEBEK GORENG H. NARTO

• Main Author: Ristyanto, Hernindyo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71205
• Institution: Institut Teknologi Bandung

Bebek Narto, a fried duck restaurant, has recently undergone rebranding and has seen a significant decrease in revenue as a result. In order to address this issue, it is necessary for the company to implement a comprehensive rebranding strategy. This strategy should include a thorough analysis of the external environment, including a PESTLE analysis, competitor analysis, and customer analysis. It should also include a segmentation, targeting, and positioning (STP) analysis in order to effectively target and position the brand in the market. In addition to these external factors, Bebek Narto should also focus on internal factors such as improving customer service and implementing a point-of-sale system in order to gather valuable customer data. This data can then be used to identify trends and areas for improvement, leading to increased customer satisfaction and loyalty. The proposed rebranding strategy includes leveraging social media, exploring alternative marketing channels, building trust with customers, and gathering more customer data to make informed decisions about changes to the business. Key performance indicators will be used to measure the effectiveness of the strategy, including an increase in brand awareness and customer loyalty, as well as an increase in revenue. The rebranding strategy will be implemented over a three-month timeline, with specific action plans and activities in place to achieve the desired results. Recommendations for future research include studying the long-term effects of the rebranding strategy on Bebek Narto's revenue and customer satisfaction, as well as exploring other potential marketing strategies for the restaurant industry.