PROPOSED MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF MICRO, SMALL, AND MEDIUM ENTERPRISES (STUDY CASE: PEMPEK ANANDA)

• Main Author: Gusti Komang Adef Tanaya, I
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/84299
• Institution: Institut Teknologi Bandung

"Pempek Ananda", an MSME business founded by Mrs. Herlianti Kusumaputri and Mr. Tri Ananda since December 2022. The "Pempek Ananda" business sells frozen pempek food in the form of family package variants. This business has experienced several problems including the decline in sales trends in recent times and also digital promotions that have not been carried out too massively and the lack of attractive digital marketing content created on its social media accounts. Therefore, this study aims to identify and recommend effective marketing strategies to increase brand awareness of Pempek Ananda in Bandung. Data collection was carried out through qualitative methods by collecting data through observation and interviews with business owners. The analysis tools used are Internal Analysis using STP Analysis (Segmentation, Targeting, Product) and Marketing Mix. In addition, External Analysis uses PEST analysis (Political, Economical, Social, Technological Aspects) and Competitor Analysis which aims to understand current market conditions. Business Model Canvas, SWOT, and TOWS analysis are used to highlight internal strengths and weaknesses and external opportunities and threats and find business solutions to the problems raised in the study. The proposed Business Solution is, differentiation from competitors by creating Pempek Instant Package, and maximizing interesting content and promotional programs identified as potential strategies to attract and retain customers. This study concludes that MSMEs such as Pempek Ananda can achieve significant growth through marketing strategy efforts that utilize digital trends and diversify Pempek Instant Package products. Recommendations include continuous innovation in product offerings, strategic collaboration with influencers, and participation in local culinary events to increase Brand Awareness.