INTEGRATED MARKETING COMMUNICATION TO INCREASE BRAND AWARENESS OF SOTO KUDUS PAK MINTO

• Main Author: Halim, Eikal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/86712
• Institution: Institut Teknologi Bandung

This research uses the theory of Integrated Marketing Communication (IMC) at Soto Kudus Pak Minto. Soto Kudus Pak Minto as a business in the food and beverage industry, especially in the Rest Area, must think about how to gain a competitive advantage along with the growing trend of the food & beverage service industry in recent years. Given that a long-term marketing communication strategy must be implemented in order to compete with competitors around the Rest Area by increasing awareness which has an impact on increasing sales. The research methodology combines qualitative analysis and strategic management tools. Data was collected through semi-structured interviews with key stakeholders and secondary data from literature and organizational documents. Analyses included internal and external assessments using consumer analysis, Marketing Mix theory, STP, Resource-Based View (RBV), VRIO framework, Five Porter’s and PESTEL analysis. This approach ensures a thorough understanding of Soto Kudus Pak Minto's strengths, weaknesses, opportunities, and threats (SWOT), which leads to the formulation of strategic recommendations using IMC theory. The main findings of the internal analysis show that Soto Kudus Pak Minto has several valuable resources such as products that have distinctive flavours, food quality control management, and a strategic restaurant location. Challenges include management still using simple promotions (word of mouth), low budget for marketing communications, lack of technological innovation and improvement of food flavours, and social media promotions that are not updated. External analysis shows opportunities in maintaining the consistency of distinctive flavours, cooperation with travel partnerships, the use of the PAWOON application and CCTV in business operations and the use of social media. However, the threats faced are simple forms of promotion, increasing rental prices and raw materials which have an impact on reducing sales margins, prohibitions on selling the same products and selling bottled drinks. The proposed business strategy using IMC is: choosing communication channels such as media both offline and online, determining the budget for conducting promotional activities, conducting regular monitoring and evaluation to ensure promotions run effectively and efficiently. The expected result of the proposed strategy using IMC is that using promotion through social media can increase brand awareness of Soto Kudus Pak Minto which has an impact on increasing sales. This research contributes to the field of food business management by providing a practical framework that can be applied in increasing brand awareness of a product.