Implementation Technology for Development of a Brand Communication in Company PT. XYZ

Authors

  • Iskandar Mustofa Nasution Bakrie University
  • B.P. Kusumo Bintaro Bakrie University
  • Christien Setiya Kesumawati University of Raharja
  • Muhamad Zahruddin University of Raharja
  • Efa Ayu Nabila University of Raharjs

DOI:

https://doi.org/10.34306/att.v4i1.213

Keywords:

Brand communication strategy, brand awareness, competitive advantage, Integrated Marketing Communication

Abstract

The study was conducted at Catering Service Company. The high competition of catering business requires the right brand communication strategy to communicate the uniqueness of the catering product in order to increase brand awareness. The purpose of this study is to define the right brand communication strategy by identifying external and internal factors, performing SWOT analysis, define segmentation, targeting and brand positioning. The research approach used is a qualitative and descriptive method with data collection using interviews and document studies. The results of the study shows that some competencies possessed by the company can be used as long-term competitive advantage. While other competencies are competitive equality because they also owned by competitors. These competitiveness should be communicated well to the target customers.   Conclusion, Type of business for The Catering Company is Business to Business (B2B) for catering services to industrial (factory), training centers and events, and Business to Consumer (B2C) for wedding catering services. Marketing activities that will be carried out are integrated marketing communication (IMC) through Above the Line (ATL), Below the Line (BTL) and Through the Line (TTL). Brand Communication should be done with more focus and consistent, as well as need dedicated team to perform brand communication.

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Published

2021-01-10

How to Cite

Nasution , I. M. ., Bintaro, B. K., Kesumawati, C. S. ., Zahruddin, M., & Nabila, E. A. (2021). Implementation Technology for Development of a Brand Communication in Company PT. XYZ. Aptisi Transactions on Technopreneurship (ATT), 4(1), 17–25. https://doi.org/10.34306/att.v4i1.213

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Articles