PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE BRAND AWARENESS AND SALES (CASE STUDY: ARAFATEA)

• Main Author: Ulhaq Priatna, Nadhiya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77924
• Institution: Institut Teknologi Bandung

Arafatea is one of the online-based small businesses operating in the Food and Beverage sector that offers premium tea products that are of premium quality and 100% pure without any mixture of preservatives and dyes. Arafatea also creates its tea products by combining spices to produce new, interesting and unique tea variants with premium quality and product standards. However, the product itself is not achieving the desired level of awareness and sales. Thus, it is crucial for Arafatea to improve their marketing efforts by creating the suitable marketing strategies that will finally lead to good business growth regarding brand awareness and sales. The purpose of this research is to develop an appropriate integrated marketing communication strategy to increase brand awareness and sales of Arafatea. This research is conducted by identifying problems internally and externally using PESTEL analysis, Porter Five Forces, competitor analysis, Marketing Mix, STP analysis, SWOT analysis, Root Cause Analysis, and researchers also analyze the Arafatea customer analysis result using SEM-PLS method. This research was conducted using quantitative method. The primary data collection in this writing is carried out by the author through in-depth interview for qualitative methods with the owner therefore researchers could learn how to identify problems from company perspective and their target in accordance with the developed company. For quantitative methods, questionnaires were distributed to 203 respondents. The result of the analysis indicates that Arafatea still has low brand awareness and there is a lack of appropriate integrated marketing communication strategy used by the company. Using the interview insights, the researchers construct an integrated marketing communication strategy using a TOWS Matrix. The result of this research is that the company needs an appropriate integrated marketing communication that can be utilized for Arafatea to improve their marketing strategies to increase their brand awareness and sales.