ARTICULATING VALUE THROUGH STORYTELLING: A CASE STUDY OF OSENG BALAYAR COMPANY

• Main Author: Rabbani, Rahmi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80719
• Institution: Institut Teknologi Bandung

A company's sales decrease can occur due to a need for more customer awareness and interaction with the brand. Creating good value requires relevance to customer needs which will be successful if communicated well to provoke customer interaction with the brand. This research aims to propose a brand communication strategy using the concept of storytelling by articulating value propositions as contribution to business model innovation. This research uses qualitative research methods conducted by interviewing several customers of Oseng Balayar to gain insight into their experiences with the brand. Complementary analysis was also carried out in internal and external documents to validate the data obtained from the interviews. Value proposition analysis is carried out to understand the value of customers and create company value related to customers, followed by business model innovation analysis using the business model canvas and business model framework tools to capture and articulate the company's external value obtained from a customer perspective and combined with the company's internal values. The Value Proposition and Business Model Innovation analysis results will reveal a storytelling concept packaged through the "Slow Storytelling" and "Start with Why" methods. These two things are alternative solutions in designing storytelling concepts. This research uses the Oseng Balayar case study because this company has products with cultural values and culinary heritage that can be communicated through storytelling. This research results in a proposed storytelling concept as a brand communication tool to increase customer awareness and engagement implemented through a content planner. Limitations of this research include the results of the brand storytelling concept, so this research can still be researched further to measure the effectiveness of the storytelling concept by communicating it directly to customers through social media content, which is already designed for the implementation plan.