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.
Highlights
The Catering Service Industry is a series of productive activities in the field of providing dishes, both daily dishes, incidental dishes in various banquets, as well as servings at official banquets for various events and moments [1].Catering is a business that has good prospects, supported by a large number of Indonesians, good economic growth, activity patterns, and changes in the consumption culture of the people
Research was conducted on a catering service company, PT XYZ ("Perusahaan Jasaboga"), a catering service provider company with experience in serving food and beverage dishes since 2012
The increasing number of catering service companies has led to a higher level of competition in the catering business
Summary
The Catering Service Industry is a series of productive activities in the field of providing dishes, both daily dishes, incidental dishes in various banquets, as well as servings at official banquets for various events and moments [1]. Mission, integrity and supported by staff-chef which is professional and experienced in providing catering in large quantities and kitchen facilities complete with good and hygienic cooking utensils to serve products with delicious and fresh taste quality [2], Jasaboga Company continues to develop its performance by marketing its products to the recreational park and non-recreation park markets. Jasaboga companies need to develop a brand communication strategy because the current marketing communications are deemed to be minimal and inconsistent, do not have the right strategy, and do not have a special staff/team focused on creating and implementing brand communication programs as a marketing strategy. By developing a brand communication strategy based on brand identification, analysis of current environmental factors, and analysis of brand segmentation-targeting-positioning, it is expected to be the right marketing strategy to support marketing and increase sales of catering products
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