PERENCANAAN PENDAMPINGAN STRATEGI BRANDING DALAM MENINGKATKAN BRAND AWARENESS PADA MITRA JB PELANGI

WIBOWO, TIARA HANNYZA (2024) PERENCANAAN PENDAMPINGAN STRATEGI BRANDING DALAM MENINGKATKAN BRAND AWARENESS PADA MITRA JB PELANGI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

JB PELANGI is an UMKM produced by CV Khadijah Berlian Kejora which is located on Jl AMD rt1/1 Gelam Jaya Kec, Pasar Kemis, Kab. Tangerang Banten. 155560 . Mitra JB PELANGI is a spicy chips food business with different levels of spiciness. Mitra JB PELANGI was started by Astatik from a small business in 2011 until now it has been produced on a large scale and has become CV. Even though Mitra is quite large, it still experiences several challenges and problems both in branding and wider recognition in modern times. To be able to compete in an increasingly tight market, partner actors must adapt and compete in this digital era, Mitra JB PELANGI has not yet carried out optimal promotions to increase brand awareness among target consumers. In carrying out planning and mentoring activities for partners, the author carries out a branding strategy to increase brand awareness, there are 2 focuses, namely branding and promotion. Brand identity is a visual component that is appropriate and expected to match the characteristics of partners as a differentiator from competitors. Because Mitra already has its own identity, the author wants to develop it further and plan it. As well as brand activation in interactions on social media, this can be done by posting quizzes, challenges, as well as activity feature stories, feeds and reels. Also, promotional activities are carried out to introduce products and help keep sales stable. Key word: strategi branding, strategi brand awareness, promotion strategic, strategi brand identity,UMKM JB PELANGI merupakan UMKM di produksi oleh CV Khadijah Berlian Kejora yang berlokasi Jl AMD rt1/1 Gelam Jaya Kec, Pasar Kemis,Kab. Tangerang Banten. 155560 Mitra JB PELANGI merupakan usaha makanan keripik pedas dengan tingkat kepedasan yang berlevel. Mitra JB PELANGI di rintis oleh Astatik dari usaha kecil tahun 2011 hingga sekarang sudah diproduksi secdara besar dan menjadi CV.Walaupun Mitra sudah cukup besar, namun masih mengalami beberapa tantangan dan permasalahan baik dalam melalukan branding dan pengenalan lebih luas lagi di masa yang modern. Untuk dapat bersaing di pasar yang semakin ketat, pelaku mitra harus beradaptasi dan bersaing dalam era digital ini, promosi yang masih belum maksimal dilakukan oleh Mitra JB PELANGI untuk meningkatkan brand awareness kepada target konsumen.Dalam melakukan kegiatan perencanaan dan pendampingan terhadap mitra, penulis melalukan strategi branding untuk meningkatkan brand awareness terdapat 2 fokus yaitu branding dan promosi. Brand identity ialah komponen visual yang sesuai dan yang diharapkan sesuai dengan ciri dari mitra sebagai pembeda dari kompetitor. Dikarenakan Mitra sudah memiliki identitasnya sendiri, maka penulis ingin mengembangkan lebih lanjut dan perencana. Serta brand activation pada interkasi di media sosial, bisa dengan postingan quiz, challenge, serta ativitas vitur story, feed, dan reels . Serta, kegiatan promosi dilakukan untuk memperkenalkan produk dan membantu agar penjualan tetap stabil. Kata Kunci: strategi branding, strategi brand awareness, startegi promosi, strategi brand identity,UMKM

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