PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO BUILD BRAND AWARENESS AND INCREASE SALES FOR BEBEK REUNCEUM

• Main Author: Mustika Indra Dewi, Seila
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/74871
• Institution: Institut Teknologi Bandung

Bebek Reunceum is one of MSMEs engaged in the food and beverage industry which provides its main product which is fried duck. This research was created to identify the problems faced by Bebek Reunceum and help provide solutions to increase sales and brand awareness by making the right marketing strategy. This research uses qualitative and quantitative methods. In-depth interviews were conducted with Bebek Reunceum customers and online questionnaires were distributed to 158 respondents who are the target market for Bebek Reunceum. Secondary data was collected from Bebek Reunceum internal data and other sources such as books, journals, etc. Internal analysis was carried out using Resource Based View analysis, VRIO analysis, STP analysis, and Marketing Mix analysis. External analysis using PESTLE analysis, Porter’s Five Forces analysis, Competitor analysis, and Customer analysis. After mapping external factors and internal factors, the authors then use SWOT analysis and root cause analysis. The marketing strategy is designed based on the results of the SWOT matrix, which will later form a TOWS analysis as a basic reference for the strategy to be formulated. The strategy includes developing STP, Marketing Mix, and designing Integrated Marketing Communications. Based on the research, it can be concluded that the strategy that can be used to increase sales and brand awareness is to improve product, place, and promotion elements in the marketing mix. This promotion can be done by designing integrated marketing communications through social media.