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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) · pp. 16–24

DOI
10.34306/att.v4i1.213
ISSN
2656-8888, 2655-8807
Published
2022-01-10
Publisher
Pandawan
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

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.

Keywords

Collaboration network of the authors

32 authors · 87 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Raharja
  • Institut Teknologi Medan
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Adam FaturahmanAffiliation unknown2
Alfiah KhoirunisaUniversitas Raharja2
Desy AprianiAffiliation unknown2
Indra WijayaAffiliation unknown1
Rosa LesmanaAffiliation unknown1
Harry AgustianAffiliation unknown1
Sipah AudiahAffiliation unknown1
Suwarno SuwarnoInstitut Teknologi Medan1
Hardi MulyonoAffiliation unknown1
Irma IdayatiAffiliation unknown1
Dewi ParamitaAffiliation unknown1
Felix SutisnaAffiliation unknown1
Tiurida Lily AnitaAffiliation unknown1
Thomas Sumarsan GohAffiliation unknown1
Ahmed KhanAffiliation unknown1
Ninda LutfianiUniversitas Raharja1
ChoiriyahAffiliation unknown1
Siti MaryamAffiliation unknown1
Dedeh SupriyantiAffiliation unknown1
Qurotul AiniUniversitas Raharja1
Farida AgustinAffiliation unknown1
Aji Gempur PamungkasAffiliation unknown1
Arief SuharkoAffiliation unknown1
JawahirAffiliation unknown1
Ankur Singh BistAffiliation unknown1
Bhupesh RawatAffiliation unknown1
Nur Ihsan PermadiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>