Proposed Marketing Strategy to Increase Brand Awareness and Purchase Intention of Sliced Tobacco for PT. Taru Martani 1918

Abstract

Tobacco is a leading agricultural commodity in Indonesia. So that it can improve the national economy and improve the welfare of local farmers. Cigarette consumers in Indonesia are very high because people in Indonesia have a smoking culture that has been passed down from generation to generation until today. This triggers the development of cigarette companies in the market. PT Taru Martani is a tobacco company that produces sliced tobacco and cigars. PT Taru Martani has been operating since 1918. However, brand awareness at PT Taru Martani is still low. Therefore, this study aims to obtain a strategy to increase brand awareness and purchase intention at PT Taru Martani. The external analysis used by the author is PESTLE analysis, Porter’s Five Forces analysis, customer analysis, and competitor analysis. While the internal analysis uses marketing mix analysis, VRIO analysis, and STP analysis. Then internal and external factors were analyzed using SWOT analysis, TOWS analysis, and QSPM analysis. Based on the results of the research, it is known that the causes of problems at Taru Martani are: lack of brand awareness, the use of digital platforms that are not optimal, and product distribution that is not widely distributed. The strategies generated based on the analysis are marketing strategies based on culture and lifestyle, increasing and expanding promotional activities by utilizing social media platforms and online marketing channels to increase visibility and brand awareness, increase product information updates and communicate the advantages of Taru Martani products to consumers, expand networks distribution, focus on product and service quality, as well as discount and promotional offer strategies.