ABSTRACT

Cesya Vanesa Saptari (1305002764)

MARKETING COMMUNICATION STRATEGY ON BUILDING BRAND
AWARENESS PUYO SILKY DESSERTS
(xiv + 114 pages: 19 pictures; 3 tables; 17 atachments)
Key words: Puyo Silky Desserts, Marketing Communication Strategy, Brand
Awareness
For the past few years in Indonesia, food and beverage industry has been
significantly increased, giving opportunities for more people to invest in it. With
the continually rapid growth industry, business owners are competing to improve
their products quality in order to gain public attention.
With food industry advancing, many kinds of desserts are also being
established. One of many trends of desserts is pudding, getting on a large amount
of public interest. Looking at this great opportunity, young entrepreneurs Adrian
Christopher Agus and Eugenie Patricia Agus decided to start up Puyo Silky
Desserts.
Brand awareness is very essential in a business. Puyo Silky Desserts
deliberately made plenty of business decision concerning brand awareness using
Marketing Communication Strategy.
In this research, researcher studied in detail on what are the marketing
strategies Puyo Silky Desserts implemented to help increase their brand
awareness. This research will be analyzed and clarified using theory of Marketing
Communication Strategy with qualitative approach. Researcher collected data by
doing in-depth interview with seven informants.
This research concludes Puyo Silky Desserts used six out of eight Strategy
of Marketing Communication. Focusing in advertising, sales promotion, direct
marketing and word of mouth.
References: 58 (1991-2016)

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