European Academic Research ISSN 2286-4822
ISSN-L 2286-4822
Impact Factor: 3.4546 (UIF)
DRJI Value : 5.9 (B+)
Article Details :
Article Name :
Conceptual Work of Integrated Marketing Communication to Improve the Brand Awareness and Sales of Delizea
Author Name :
FAIZ MUNIF MUTIA TALITHA LEILANI SHAFIRA ALISYA PUTRI MAULANA1
Publisher :
Bridge Center
Article URL :
Abstract :
The culinary industry in Indonesia is experiencing a positive growth. By 2016, the culinary industry contributed the highest gross domestic product of the creative economy according to the sub-sector. As the culinary industry has had an impact on Indonesias economy, the writer sees the potential of good business for Delizea. Established in 1995, Delizea is a home-based business that sells a variety of foods ranging from small to heavy meals. Initially, Delizea only received limited orders from family and friends; the booking time was also erratic. As time went by, Delizeas customers began to increase by word of mouth, but there was no significant change to its sales. The goal of this work is to help provide concept ideas in terms of marketing communications. The authors suggestion for Delizea is to do rebranding first, then focus on marketing communications activities by integrating multiple marketing communications mix. With the concept of integrated marketing communications activities that have been made, it is expected to increase the brand awareness and sales of Delizea.
Keywords :
integrated marketing communications, social media, delizea
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