Integrated Marketing Communication Strategy to Increase Brand Awareness for Small Medium Enterprise (Business Coaching in Small Medium Enterprise Cake and Bakery Industry)
Journal Title: International Journal of Sales & Marketing Management Research and Development (IJSMMRD) - Year 2018, Vol 8, Issue 1
Abstract
Purpose – The purpose of this research is to know the strategy to increase brand awareness for Small Medium Enterprise (SME) through implementing Integrated Marketing Communication (IMC) so the SME can maximize offline and also online marketing. Design/methodology/approach – Business coaching methods, through a series of unstructured interview with the owner to know their business process and marketing activities. Observation also used to know the real situation between customer and the enterprise. The results from the unstructured interviews and observation were analyzed using qualitative descriptive methods to know gaps between the ideal and actual conditions of the SME or company, then the results were also used to find the IMC to be implemented in order to increase brand awareness. Findings – The findings show that offline marketing was not maximal yet. In the store, customers did not get special experience because SME did not do promotion maximally. Brand awareness for current situation was still at the level of brand recognition, which is the limit of brand awareness. Hence, it is going to be a major attention to maximizing promotion to increase brand awareness. Research limitations/implications – There are also limitation of this paper, this study was only conducted to instore- promotion, for self-manufactured products by SME. Originality/value – The paper will add to the literature of brand awareness, and integrated marketing strategy in Small-Medium Enterprises (SMEs)’s business-to-consumer in Indonesian bakery industries
Authors and Affiliations
ANGGI GHAISANI PERTIWI
Keywords
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- EP ID EP281755
- DOI 10.24247/ijsmmrdfeb20182
- Views 71
- Downloads 0
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