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Implementation Technology for Development of a Brand Communication in Company PT. XYZ

Aptisi Transactions on Technopreneurship (ATT) · Vol. 4 No. 1 (2022) · hlm. 16–24

DOI
10.34306/att.v4i1.213
ISSN
2656-8888, 2655-8807
Terbit
2022-01-10
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

The study was conducted at Catering Service Company. The high competition of catering business requires the right brand communication strategy to communicate the uniqueness of the catering product in order to increase brand awareness. The purpose of this study is to define the right brand communication strategy by identifying external and internal factors, performing SWOT analysis, define segmentation, targeting and brand positioning. The research approach used is a qualitative and descriptive method with data collection using interviews and document studies. The results of the study shows that some competencies possessed by the company can be used as long-term competitive advantage. While other competencies are competitive equality because they also owned by competitors. These competitiveness should be communicated well to the target customers. Conclusion, Type of business for The Catering Company is Business to Business (B2B) for catering services to industrial (factory), training centers and events, and Business to Consumer (B2C) for wedding catering services. Marketing activities that will be carried out are integrated marketing communication (IMC) through Above the Line (ATL), Below the Line (BTL) and Through the Line (TTL). Brand Communication should be done with more focus and consistent, as well as need dedicated team to perform brand communication.

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  • Universitas Raharja
  • Institut Teknologi Medan
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Rekan penulisOrganisasiArtikel bersama
Adam FaturahmanAfiliasi tidak diketahui2
Alfiah KhoirunisaUniversitas Raharja2
Desy AprianiAfiliasi tidak diketahui2
Indra WijayaAfiliasi tidak diketahui1
Rosa LesmanaAfiliasi tidak diketahui1
Harry AgustianAfiliasi tidak diketahui1
Sipah AudiahAfiliasi tidak diketahui1
Suwarno SuwarnoInstitut Teknologi Medan1
Hardi MulyonoAfiliasi tidak diketahui1
Irma IdayatiAfiliasi tidak diketahui1
Dewi ParamitaAfiliasi tidak diketahui1
Felix SutisnaAfiliasi tidak diketahui1
Tiurida Lily AnitaAfiliasi tidak diketahui1
Thomas Sumarsan GohAfiliasi tidak diketahui1
Ahmed KhanAfiliasi tidak diketahui1
Ninda LutfianiUniversitas Raharja1
ChoiriyahAfiliasi tidak diketahui1
Siti MaryamAfiliasi tidak diketahui1
Dedeh SupriyantiAfiliasi tidak diketahui1
Qurotul AiniUniversitas Raharja1
Farida AgustinAfiliasi tidak diketahui1
Aji Gempur PamungkasAfiliasi tidak diketahui1
Arief SuharkoAfiliasi tidak diketahui1
JawahirAfiliasi tidak diketahui1
Ankur Singh BistAfiliasi tidak diketahui1
Bhupesh RawatAfiliasi tidak diketahui1
Nur Ihsan PermadiAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en"> Implementation Technology for Development of a Brand Communication in Company PT. XYZ</dc:title>
	<dc:creator xml:lang="en">Nasution , Iskandar Mustofa </dc:creator>
	<dc:creator xml:lang="en"> Bintaro, B.P. Kusumo</dc:creator>
	<dc:creator xml:lang="en">Kesumawati, Christien Setiya </dc:creator>
	<dc:creator xml:lang="en"> Zahruddin, Muhamad</dc:creator>
	<dc:creator xml:lang="en">Nabila, Efa Ayu</dc:creator>
	<dc:subject xml:lang="en">Brand communication strategy</dc:subject>
	<dc:subject xml:lang="en"> brand awareness</dc:subject>
	<dc:subject xml:lang="en">competitive advantage</dc:subject>
	<dc:subject xml:lang="en">Integrated Marketing Communication</dc:subject>
	<dc:description xml:lang="en">The study was conducted at Catering Service Company. The high competition of catering business requires the right brand communication strategy to communicate the uniqueness of the catering product in order to increase brand awareness. The purpose of this study is to define the right brand communication strategy by identifying external and internal factors, performing SWOT analysis, define segmentation, targeting and brand positioning. The research approach used is a qualitative and descriptive method with data collection using interviews and document studies. The results of the study shows that some competencies possessed by the company can be used as long-term competitive advantage. While other competencies are competitive equality because they also owned by competitors. These competitiveness should be communicated well to the target customers.   Conclusion, Type of business for The Catering Company is Business to Business (B2B) for catering services to industrial (factory), training centers and events, and Business to Consumer (B2C) for wedding catering services. Marketing activities that will be carried out are integrated marketing communication (IMC) through Above the Line (ATL), Below the Line (BTL) and Through the Line (TTL). Brand Communication should be done with more focus and consistent, as well as need dedicated team to perform brand communication.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2022-01-10</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/213</dc:identifier>
	<dc:identifier>10.34306/att.v4i1.213</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 4 No. 1 (2022): March; 16-24</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 4 No 1 (2022): March; 16-24</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v4i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/213/160</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 Iskandar Mustofa  Nasution , B.P. Kusumo  Bintaro, Christien Setiya  Kesumawati, Efa Ayu Nabila, Muhamad  Zahruddin</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>