scholarly journals Increasing the Brand Awareness of Go China Using a Promotional Video

K ta Kita ◽  
2018 ◽  
Vol 6 (2) ◽  
pp. 186-192
Author(s):  
Monica Gozali
Keyword(s):  
Brand Awareness ◽  
Travel Agency ◽  
Target Market ◽  
High Class ◽  
Promotional Video

Asia Holiday Tour & Travel is a travel agency based in Surabaya on Jalan Indragiri No. 12-18 #9. It focuses more on tour package selling especially throughout Asia. Asia Holiday has a main project called Go China that offers many destinations to China. Go China’s target market is Surabaya people, middle to high class, and 40 years old and older. Asia Holiday’s competitors are ATS Vacations and Golden Rama. The main problem of Asia Holiday is that they only have brochures to promote and market their tour products which not so effective. As a result, the selling of Go China tour packages rarely achieves its maximum number. A promotional video is the best solution for Asia Holiday to increase the brand awareness of Asia Holiday. It is an animation video and as a representative in explaining about Go China to the target market. 

scholarly journals Designing a Promotional Video as a Tool to Promote Swiss-Belinn Airport Hotel Surabaya to its Target Market

K ta Kita ◽  
2020 ◽  
Vol 8 (2) ◽  
pp. 201-211
Author(s):  
Nathalia Cindy Cindy
Keyword(s):  
Target Market ◽  
Creative Thesis ◽  
Project Report ◽  
Final Project ◽  
Close Proximity ◽  
Short Video ◽  
Promotional Video ◽  
Potential Customers ◽  
Target Markets

This is a Creative Thesis Final Project Report on a problem at Swiss-Belinn Airport Hotel Surabaya (SAHS). SAHS is a hotel that is located strategically in close proximity to Juanda Airport. The hotel has three types of rooms and provide various facilities, such as restaurant, pool etc. The target markets for these products are people who need meeting rooms, and are away on business trips, vacations, and transit. However, the hotel is struggling to reach out to individual guests. Thus, in order to effectively introduce and inform the hotel to a wider population, a tool is needed. A Promotional Video (PV) is a short video or movie to promote a product or service to potential customers. PV can highlight the USP of the hotel. However, due to the current pandemic, creating the promotional video is unattainable. Thus, this thesis would cover interviews for the data and/until the act of creating the plotline for the promotional video.Keywords: Promotional tool, promotional video, USP, target market

scholarly journals Designing a Video as a Tool to Promote Zoom Hotel Jemursari Surabaya to its Target Market

K ta Kita ◽  
2020 ◽  
Vol 8 (3) ◽  
pp. 232-243
Author(s):  
Rendy Darmawan
Keyword(s):  
Main Product ◽  
Target Market ◽  
Creative Thesis ◽  
Promotional Video

This is a creative thesis report on a problem that Zoom Hotel Jemursari Surabaya has. Zoom Hotel Jemursari is located at Jl. Raya Jemursari Surabaya. As a hotel the main product of Zoom Hotel Jemursari is the rooms it provides for the guests. The main problem of this hotel regarding the salespersons have difficulties to convince the customers because they do not have a promotional tool that can support them to provide more interesting information about Zoom Hotel Jemursari. Regarding this problem, I decided to make a promotional video as the solution for this problems. However, due to current pandemic, this thesis would cover questionnaire for the data and/until the act of creating the storyline for the promotional video. This promotional video will be a beneficial tool for Zoom Hotel Jemrusari’s salespersons because this tool will support the salespersons to convince the customers by providing more interesting information using this promotional video. Keywords: Promotional tool, promotional video, storylines, questionnaire, USP, Hotel,

scholarly journals Influence of Advertisement Message on Fitbar Billboard Towards Brand Awareness and Its Implication to Brand Image

Humaniora ◽  
2016 ◽  
Vol 7 (1) ◽  
pp. 63
Author(s):  
Yuliana Riana Pand ◽  
Wiliany Gui
Keyword(s):  
Path Analysis ◽  
Brand Image ◽  
Brand Awareness ◽  
Target Market ◽  
Message Content ◽  
Nutritional Content ◽  
Analysis Techniques ◽  
Message Structure ◽  
The Media ◽  
Message Format

The assumption that snacks could cause problem in diet and bodyweight, makes this study interesting. Because this product, Fitbar, appears on the market as a healthy snack that is contrary to this assumption. This product is about to prove that there is a healthy and tasty snack as snacks. Marketing communications through advertising billboards with the media aims to reach the target market. Fitbar billboard ads convey the message content in the form of information about the attributes and benefits of products such as nutritional content and product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message) to variable Y (brand awareness) and its implications on the variable Z (brand image). The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message) and Y (brand awareness) to variable Z (brand image) amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image. 

scholarly journals Proposed Customer-based Brand Equity (CBBE) Strategy for Railway Courier Service – Case Study: Rail Express of PT Kereta Api Indonesia

2021 ◽  
Vol 6 (1) ◽  
pp. 1-5
Author(s):  
Fahmi Aulia Rahman ◽  
Nita Garnida
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Low Cost ◽  
Distribution Channel ◽  
Product Distribution ◽  
Brand Awareness ◽  
Target Market ◽  
Integrated Marketing ◽  
Railway Transportation ◽  
Courier Service

PT Kereta Api Indonesia (KAI) is a railway transportation service provider in Indonesia. In 2019, KAI launched railway courier service to support logistic sector, called Rail Express. Despite the advantages of railway courier service in providing low-cost fee and minimum risk of time delay and accident, low market penetration indicates brand awareness in the market is still very low. The main objective of this study is to develop customer-based brand equity strategy for railway courier service, by using Rail Express as the case to carry out the research. This study used a series of qualitative method research to fully comprehend the business situation and propose the solution to the business problem. First, in-depth interviews were conducted to the management and staff of KAI to assess external and internal environments of railway courier service. Second, focus group discussions were conducted to gain consumers’ insight related to brand awareness and brand image of Rail Express. The discussion was attended by 16 participants that represent Rail Express target market of e-commerce buyer and seller. Third, this study used TOWS matrix to generate business solution alternatives based on previous analysis findings. As the result, this study formulated three main strategies to build customer-based brand equity: first, integrated marketing communication to establish brand awareness by increasing brand recall and brand recognition; second, brand repositioning to establish brand image by developing brand associations related to positive image and technology; and third, improvement on existing marketing mix, i.e., product, distribution channel, and price strategies.

scholarly journals INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TO BRAND AWARENESS AND BRAND IMAGE TOWARD PURCHASE INTENTION OF LOCAL FASHION PRODUCT

2021 ◽  
Vol 4 (15) ◽  
pp. 23-41
Author(s):  
Nahda Ihzaturrahma ◽  
Nurrani Kusumawati
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Target Market ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Fashion Products ◽  
Fashion Brand

Many young Indonesian entrepreneurs have opened clothing brands to introduce local fashion products that are not inferior to other well-known brands. Business owners are still confused about how they can increase brand awareness and brand image through effective information dissemination methods. This really affects several things in the business they have, such as sales, followers on social media, consumers, etc. Therefore, this research aims to identify Integrated marketing communications methods can affect brand awareness and brand image toward the purchase intention of local fashion products by using smart PLS analysis. This time, the object of the questionnaire this time is using a local brand from Dama Kara. Six hypotheses are proposed based on the needs you want to analyse and a quantitative approach was adopted with 215 respondents. This study confirmed that one of the most influential factors on purchase intention towards local fashion products is sales promotion, in which people will purchase local fashion products if they get many promotions that are offered from the local fashion brand they want to buy. According to the data processing results, there are two aspects that influence brand image and brand awareness: advertising and sales promotion. Thus, this finding highlights the need to analyse many local fashion brands in Indonesia more deeply and more specifically so that they can find out the problems that occur in each local fashion brand in Indonesia and get perspectives from various consumers from various local fashion brands. These findings from this research will be used as a recommendation for the Look at Me brand to develop a sustainable marketing strategy for the more specific Indonesian target market with methods from integrated marketing communication.

Special Events Fashion Show Collaboration in Socializing Spongebobgold to Support Brand Awareness

2019 ◽  
Vol 11 (2) ◽  
pp. 144-157
Author(s):  
Alexander Mamby Aruan ◽  
Henri Putra Jaya ◽  
Adela Setiawan ◽  
Felicia Hanslim
Keyword(s):  
Public Relations ◽  
Communication Theory ◽  
Brand Awareness ◽  
Maturity Stage ◽  
Target Market ◽  
Global Campaign ◽  
Special Event ◽  
Special Events ◽  
Strategic Public Relations ◽  
Increasing Demand

MNC Licensing International sees the opportunity of expanding the target market of their brand animation SpongeBob. In its current state, SpongeBob has reached the maturity stage. SpongeBob feels the importance to extend the target market to millennials. Regarding this, SpongeBob created a global campaign called SpongeBob Gold. SpongeBob Gold's global campaign is a marketing public relations activity created through nine steps of strategic public relations planning to support brand awareness. This campaign uses a fashion show collaboration strategy that collaborates with the local designers from every country. For Indonesia, SpongeBob Gold collaborate with Indonesian local designer Tities Sapoetra. This fashion show collaboration gives the experience to the fans and uses an influencer to deliver its message. This research uses communication theory, marketing public relations, special event and nine steps of strategic public relations planning in analyzing the implementation of SpongeBob Gold. The methodology that is being used in this research is called qualitative methods by conducting in-depth interviews. The results show that the implementation has had a good outcome. Using the nine steps of strategic public relations planning, the author can understand the implementation of a good strategy in establishing the increasing awareness of the SpongeBob Gold that has resulted in the increasing demand of the licensed of SpongeBob.   Keywords: marketing public relations, brand repositioning, special event, brand awareness, fashion show collaboration

PERANCANGAN BRAND ACTIVATION DAN MEDIA PROMOSI UNTUK THERAPEUTIC

Jurnal VICIDI ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 81-94
Author(s):  
Yemima Judithia Karsena ◽  
Hutomo Setia Budi
Keyword(s):  
Social Media ◽  
Quantitative Methods ◽  
Environmental Issues ◽  
Brand Awareness ◽  
Environmental Damage ◽  
Target Market ◽  
Qualitative And Quantitative Methods ◽  
Waste Reuse ◽  
New Business ◽  
The Right

Currently, environmental issues are a sensitive matter and are widely discussed in the world and in Indonesia. Environmentally friendly products have started to be widely used and have become a new lifestyle for several groups of people. Many business actors take this opportunity to start a business which at the same time invites the public to care more about environmental health. Therapeutic is a new business created because of the founder's awareness of environmental issues that are currently happening. Carrying eco-friendly products, Therapeutic sells natural soap bar and scented products that are made from natural ingredients and do not cause environmental damage, as well as applying the concepts of less-waste, reuse, and eco-lifestyle. As a new brand that stands in the midst of a pandemic like today, Therapeutic has several obstacles, namely in Indonesia there have been many similar products or businesses that will cause Therapeutic to lose competitiveness and lose name when faced with competitors. In addition, Therapeutic still needs trust from consumers, which is very necessary for the types of products and systems from Therapeutic. From the problems faced, Therapeutic conducted research to find out what marketing strategies and promotional media were right to increase brand awareness.   The formulation of the problem in this study is how the brand activation strategy and promotional media are in accordance with the target market to increase Therapeutic brand awareness in social media. This research uses qualitative and quantitative methods in collecting data. The qualitative method is carried out by interviewing several experts and extreme users of eco-lifestyle actors to find data on how to carry out the right promotion. The quantitative method is carried out by surveying the Indonesian people to find out what social media platforms are most effective in promoting. The results of this study concluded that the right brand activation strategy for Therapeutic is by carrying out activities that can attract public interest such as workshops, so that the activities carried out can simultaneously introduce products and brands and provide education. The right social media platform to promote Therapeutic activation is Instagram.   Keywords: Brand Activation, Eco-Lifestyle, Eco-Friendly, Social Media.

EXPRESS: Can Encroachment Benefit Hotel Franchisees?

2021 ◽  
pp. 002224292110081
Author(s):  
TI Tongil Kim ◽  
Sandy D. Jap
Keyword(s):  
Public Policy ◽  
Hotel Industry ◽  
Brand Awareness ◽  
Travel Agency ◽  
Dominant Firm ◽  
Positive Effects ◽  
Contentious Issue ◽  
Public Policy Decisions ◽  
Online Travel ◽  
Online Travel Agency

Franchise encroachment is the addition of an outlet in the vicinity of existing franchisees. It is a highly contentious issue resulting in revenue cannibalization of incumbent locations. Against this backdrop, we consider the possibility that the addition of same brand outlets can in fact, create positive effects via customer utility and ultimately, benefit franchisees. This may be due to a range of mechanisms such as quality signaling, learning, or brand awareness, resulting in a positive pathway on franchisee performance. We unpack this using detailed proprietary and publicly available datasets from the hotel industry over a five-year period, and an experiment. Our results evidence positive effects on customer utility for same brand outlets, and stronger effects for newer brands, cross brands, and online travel agency channel bookings. Counterfactual simulations indicate that although encroachment hurts franchisees on average, it can modestly benefit same brand franchisees in low brand density markets. Together, this illustrates the potential "sunny side" of encroachment, underscoring the need to update our view of encroachment as context-dependent. Our novel emphasis on customers versus the dominant firm view suggests customer and incumbent responses to encroachment should be accounted for in the development of franchise strategy and public policy decisions.

scholarly journals Analysis of Brand Awareness, Customer Satisfaction and Perceived Quality on the Brand Loyalty in the Bottled Water Consumer (AMDK) SINARMAS PRISTINE Brand

2020 ◽  
Vol 5 (6) ◽  
pp. 1009-1015
Author(s):  
Christiana Fransiska Sembiring ◽  
Fachry Rendy Pradika ◽  
Irham Abdul Azis ◽  
Nurhadi .
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Quantitative Methods ◽  
New Product ◽  
Perceived Quality ◽  
Bottled Water ◽  
Brand Awareness ◽  
Target Market ◽  
Sampling Techniques ◽  
Descriptive Research

Pristine is a new product that puts the target market from premium to premium consumer mess smaller than regular AMDK products. Pristine pH 8 + that can neutralize acid effluent bodies. This research focuses on analyzing brand awareness, customer Satisfaction and perceived quality against the brand loyalty of bottled water consumers in the package (AMDK) SINARMAS Pristine brand. The type of research used in this study is descriptive research using quantitative methods. The population in this research is the community in Jakarta and its surroundings with samples taken as many as 66 respondents. The collection of data on this research uses questionnaires distributed to respondents using incidental sampling techniques. The results of this study showed that Simultaneous analysis results showed that the variables of brand awareness, customer satisfaction, and perceived quality have a significant effect on the brand loyalty consumer AMDK brand Pristine

scholarly journals Promoting Fast Tour and Travel Using a Marketing Booklet

K ta Kita ◽  
2018 ◽  
Vol 6 (1) ◽  
pp. 52-56
Author(s):  
Cyntia Dewi Efendi
Keyword(s):  
Travel Agency ◽  
Target Market ◽  
Information Contact ◽  
Exchange Program ◽  
Tourist Destinations ◽  
Contact Information ◽  
Travel Agencies ◽  
Main Target ◽  
Overseas Travel ◽  
Student Exchange

Fast tour and travel is a travel agency located in Jalan Raya Lontar 259B, Surabaya, which has a unique target market who are foreigners. It hardly find their own target market and usually depend on overseas travel agencies. Therefore, a marketing booklet is an effective promotional tool that can help Fast Tour and Travel to get more foreign customers because this marketing booklet will be distributed in Universities in Surabaya which have student exchange program. This marketing booklet consists of table of content, company profile, explore Surabaya (Surabaya tourist destinations), some favourite destinations near Surabaya (Bromo, Malang, and Madura), and contact information (contact us). By having this marketing booklet, Fast Tour and Travel can get their main target market.  

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