scholarly journals Strategi Marketing Public Relations Kopi Kenangan dalam Membangun Brand Awareness

Prologia ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 175
Author(s):  
Scelly Alvionita Chayadi ◽  
Riris Loisa ◽  
Sudarto Sudarto
Keyword(s):  
Strategic Planning ◽  
Public Relations ◽  
Planning Process ◽  
Brand Awareness ◽  
High Quality ◽  
Coffee Shop ◽  
Strategic Planning Process ◽  
Data Collection Technique ◽  
The Right ◽  
Public Relations Strategy

The rapid growth of the coffee business in Indonesia especially JABODETABEK, has resulted in very tight competition for entrepreneurs in the coffee sector, this has made coffee shop entrepreneurs have to be able and must have the right strategy in dealing with this competition. The purpose of this study is to determine the Marketing Public Relations strategy of Kopi Kenangan in building brand awareness for the last 3 years. The theory used in this research is Whalen's 7 step Strategic Planning Process. The method used in this research is qualitative with the case study method. The data collection technique used was in-depth interviews. The results of this study indicate that the Marketing Public Relations of Kopi Kenangan wants to instill the mindset of "Affordable with High Quality Coffee" into the minds of consumers by using the Marketing Public Relations strategy consisting of pull, push and pass carried out by PR & Communications Kopi Kenangan. So that the process of maintaining brand awareness starts from not realizing the original brand of Kopi Kenangan, to the peak of the mind which means the success of Kopi Kenangan as a coffee brand that is able to develop and compete.Pesatnya pertumbuhan bisnis kopi yang ada di Indonesia terutama JABODETABEK sehingga menimbulkan persaingan yang sangat ketat bagi para pengusaha bidang kopi, hal tersebut membuat para pengusaha kedai kopi harus mampu dan harus mempunyai strategi yang tepat dalam menghadapi persaingan tersebut. Tujuan dari penelitian ini adalah mengetahui strategi Marketing Public Relations Kopi Kenangan dalam membangun brand awareness selama 3 tahun terakhir. Teori yang digunakan dalam penelitian ini adalah Whalen’s 7 step Strategic Planning Process. Metode yang digunakan dalam penelitian ini adalah kualitatif dengan metode studi kasus. Teknik pengumpulan data yang digunakan adalah wawancara mendalam (depth interview). Hasil penelitian ini menunjukan bahwa Marketing Public Relations Kopi Kenangan ingin menanamkan mindset “Affordable with High Quality Coffee” kedalam benak konsumen dengan menggunakan strategi Marketing Public Relations yang terdiri dari pull, push and pass yang dilakukan oleh PR & Communications Kopi Kenangan. Sehingga proses untuk mempertahankan brand awareness yang dimulai dari tidak menyadari merek awal Kopi Kenangan berdiri, sampai pada puncak pikiran yang berarti keberhasilan Kopi Kenangan sebagai brand kopi yang mampu berkembang dan bersaing.

scholarly journals A inovação em processo: a implementação da lean inception como metodologia de trabalho em relações públicas

2021 ◽  
Vol 16 (28) ◽  
pp. 179
Author(s):  
Diuliane Valéria Prado dos Santos ◽  
Tiago Costa Martins ◽  
Maria Eduarda Fagundes dos Santos
Keyword(s):  
Strategic Planning ◽  
Public Relations ◽  
Research Methodology ◽  
Planning Process ◽  
Design Science ◽  
Science Research ◽  
Design Science Research ◽  
User Centered Design ◽  
Strategic Planning Process ◽  
Construction Of Knowledge

O presente trabalho tem como objetivo propor um processo de planejamento estratégico a partir de uma articulação da metodologia Lean Inception com a área de Relações Públicas. Seguindo as diretrizes da Design Science Research, metodologia de pesquisa que operacionaliza a construção do conhecimento com o objetivo de viabilizar a construção de artefatos que sejam solução para um problema, o estudo resultou em um método que apresenta um passo a passo de como a implementação da Lean Inception pode contribuir com o processo de planejamento estratégico, de forma que ele seja desenvolvido de maneira efetiva dentro de um ambiente organizacional que exige agilidade em seus processos.Process innovation: the implementation of lean inception as a working methodology in public relationsAbstractThis paper aims to propose a strategic planning process based on an articulation of the Lean Inception methodology for Public Relations’ area. Following the guidelines of Design Science Research, a research methodology that operationalizes the construction of knowledge in order to enable the construction of artifacts that are a solution to a problem, the study resulted in a method that presents a step by step approach to how the implementation of Lean Inception can contribute to the strategic planning process, so that it is developed effectively within an organizational environment that requires agility in its processes.Keywords: Strategic planning; user-centered design; lean inception; public relations; communication.

scholarly journals Strategic Communications and Corporate Branding: a Study of Jebsen & Jessen Indonesia Group

2017 ◽  
Vol 10 (1) ◽  
pp. 37-52
Author(s):  
Heny Wahyu Tamara Dwi Lestari ◽  
Dindin Dimyati ◽  
Mohammad Shihab
Keyword(s):  
Strategic Planning ◽  
Public Relations ◽  
Corporate Branding ◽  
Planning Process ◽  
Secondary Data ◽  
Primary Data ◽  
Corporate Communications ◽  
Branding Strategy ◽  
Strategic Planning Process ◽  
Communication Processes

Corporate communications hold a vital function to maintain the company’s positive image and reputation in front of stakeholders. A corporate communications practitioner must be able to handle a variety of communication processes in an organization, including to determine the right strategy to reach its communications goal. The purpose of this research is to analyze the corporate communications strategy of Jebsen & Jessen Indonesia Group to create its corporate branding and reflect it with public relations strategic planning process. The researcher gathered the primary data from in-depth interview with key informant and combine it with secondary data from other relevant data. Afterwards, it was verified by triangulation to strengthen the credibility of data and continue with analysis process. This research concluded that Jebsen & Jessen Indonesia Group has implemented its corporate branding strategy accordingly to public relations strategic planning process. Some of the targets have been achieved in one year period, however there have been suggestions to improve the future corporate branding strategy formation.

scholarly journals Serious Gaming for the Strategic Planning Process

2014 ◽  
Author(s):  
Adina Aldea ◽  
Maria-Eugenia Iacob ◽  
Jos van Hillegersberg ◽  
Dick Quartel ◽  
Henry Franken
Keyword(s):  
Strategic Planning ◽  
Planning Process ◽  
Serious Gaming ◽  
Strategic Planning Process

scholarly journals University Community Engagement and the Strategic Planning Process

2018 ◽  
Vol 13 (1) ◽  
pp. 4-17 ◽  
Author(s):  
Laura Newton Miller
Keyword(s):  
Strategic Planning ◽  
Qualitative Methods ◽  
Quantitative Methods ◽  
Planning Process ◽  
Strategic Plan ◽  
User Experience Design ◽  
Strategic Planning Process ◽  
Research Libraries ◽  
The University ◽  
University Community

Objectives- To understand how university libraries are engaging with the university community (students, faculty, campus partners, administration) when working through the strategic planning process. Methods- Literature review and exploratory open-ended survey to members of CAUL (Council of Australian University Librarians), CARL (Canadian Association of Research Libraries), CONZUL (Council of New Zealand University Librarians), and RLUK (Research Libraries UK) who are most directly involved in the strategic planning process at their library. Results- Out of a potential 113 participants from 4 countries, 31 people replied to the survey in total (27%). Libraries most often mentioned the use of regularly-scheduled surveys to inform their strategic planning which helps to truncate the process for some respondents, as opposed to conducting user feedback specifically for the strategic plan process. Other quantitative methods include customer intelligence and library-produced data. Qualitative methods include the use of focus groups, interviews, and user experience/design techniques to help inform the strategic plan. The focus of questions to users tended to fall towards user-focused (with or without library lens), library-focused, trends & vision, and feedback on plan. Conclusions- Combining both quantitative and qualitative methods can help give a fuller picture for librarians working on a strategic plan. Having the university community join the conversation in how the library moves forward is an important but difficult endeavour. Regardless, the university library needs to be adaptive to the rapidly changing environment around it. Having a sense of how other libraries engage with the university community benefits others who are tasked with strategic planning

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