INCREASING BRAND AWARENESS OF A GREEN GROCERY STORE THROUGH SOCIAL MEDIA MARKETING COMMUNICATIONS: A CASE ON GREENKIND

• Main Author: Alethia Loebis, Safira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71519
• Institution: Institut Teknologi Bandung

GreenKind is an Indonesian green grocery store brand who want to increase sales numbers across outlets. This issue has been rooted to a lack of brand awareness that can be improved through a social media marketing communications strategy. A survey with 100 respondents was collected along with a focus group discussion (FGD) of 6 participants. The topics were current brand awareness towards GreenKind, brand attribute preference of a green grocery store brand, social media platform preference, and creative content preference. Results showed that only 7.8% of respondents were able to recognize GreenKind, with only half of this amount capable of recalling GreenKind’s product scope. Only 1% of respondents had GreenKind as their top-of-mind brand. 15% incorrectly recalled GreenKind as another brand. Respondents leaned towards high product breadth, high product quality, and personalized health products. The social media platforms Instagram was preferred by over 74% of respondents for usage and various contexts of business to consumer (B2C) brand connection, with TikTok at 4.9-10.7%, then LinkedIn at 13.6% for brand trustworthiness. Respondents also showed high preference to informative, problem-identifying, and educative content. GreenKind can improve its marketing communications by defining the brand as a green grocery store with a high variety of high-quality health products that answer your problems. GreenKind provides a sustainable and convenient dine and shop experience. GreenKind must utilise Instagram and TikTok for mirror functions utilising informative, educative, and problem identifying content, while LinkedIn must be used for brand credibility with informative content. This strategy must be divided into three phases over a 6-week campaign. The first stage will launch each social media profile, followed by an establishment stage, then a concretising stage for brand attributes and brand credibility. Performance is to be monitored weekly for KPI progress. The results of this research hope to provide insight for future studies on social media marketing communication strategies.