SHARPENING SOCIAL VALUES FOR THE BRANDING STRATEGY OF A SOCIAL BUSINESS STARTUP (CASE STUDY OF AILIV)

• Main Author: Ramadhenisa, Selvi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/81908
• Institution: Institut Teknologi Bandung

Ailiv, a preventive health startup guided by the vision of "Quality of Life for All," aspires to extend its mission beyond its current customer base to impact a broader community positively. Therefore, this research seeks to expand Ailiv's social values and establish brand communication that aligns with its founding mission. The theory of change model is utilized in the study to elevate values, which are then incorporated to develop Ailiv's brand identity and communication strategy. This study uses a qualitative approach with data collected through interviews and focus group discussions (FGD). The interview was conducted with potential customers and beneficiaries. The focus group discussion was performed within Ailiv’s internal team. The data collected from this study was then analyzed using content analysis for interviews and thematic analysis for FGD. The study identified diabetes as the most critical and urgent health concern to potential customers. To determine Ailiv's enhanced value, the needs and wants of potential customers and beneficiaries (people with diabetes) were analyzed. The analysis identified opportunities for Ailiv to expand its social impact by offering financial support to diabetic patients. In alignment, Ailiv's brand identity was formed based on the new values highlighting inclusivity in health empowerment. The new brand identity requires an updated communication model based on the AIDA framework. Ailiv aims to foster deeper connections with its audience by utilizing online and offline channels to optimize the brand purchase funnel. The study's findings emphasize the importance of Ailiv in expanding its resources, product development, operations, and social initiatives to communicate the brand with enhanced social values.