Aurellita, Nabila Chavia and Dimas Fakhruddin, S.ST., M.Ds. (2023) Perancangan Rebranding UMKM “Bake n Batter". Diploma thesis, Universitas Brawijaya.
Abstract
di Kota Bekasi yang menjual produk olahan panggang. Selama dua tahun berupaya mengembangkan pasarnya, Bake n Batter belum juga dapat menarik pelanggan baru. Melalui observasi dan wawancara, diketahui bahwa logo yang sudah ada dibuat tanpa mempertimbangkan branding nya. Hal ini membuat desain konten promosi dan merchandise yang dihasilkan Bake n Batter memiliki desain yang tidak konsisten. Penelitian ini bertujuan untuk merancang rebranding UMKM "Bake N Batter" dengan pendekatan "Segmenting, Targeting, and Positioning" sebagai upaya meningkatkan brand awareness. Pendekatan tersebut digunakan untuk mengenali secara langsung pasar yang dituju, memilih target pasar yang potensial, dan menempatkan posisi perusahaan dengan tepat. Metode penelitian yang digunakan adalah metoda gabungan (mixed method) dengan teknik pengambilan data melalui observasi, wawancara, kuesioner, dan studi literatur.
English Abstract
Bake n Batter is a MSME (Micro, Small, and Medium Enterprises) in Bekasi City that sells baked goods. After two years on exerting Instagram to promote themselves to a bigger market, Bake n Batter has not yet succeeded in attracting new customers. Through observation and interview, it is known that the existing logo was made without any consideration of the branding. This resulted in Bake n Batter’s inconsistent promotion content and merchandise design. This research aims to rebrand MSME "Bake N Batter" with segmenting, targeting, and positioning approach as a means to improve brand awareness. The said approach was used to directly get to know the market, choose the most potential market, and positioning the brand precisely. The used method in this study is a mixed method with data collection technique namely through observation, interview, questionnaire, and literature study.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0523170543 |
| Uncontrolled Keywords: | Bake n Batter, rebranding, brand awareness-Bake n Batter, rebranding, brand awareness |
| Divisions: | Program Vokasi > D4 Desain Grafis |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 21 May 2024 08:19 |
| Last Modified: | 21 May 2024 08:19 |
| URI: | http://repository.ub.ac.id/id/eprint/219382 |
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