Marketing Communication Strategy of Sunyi House of Coffee and Hope in Branding Image as a Difabel Friendly Cafe

DOI

10.2991/assehr.k.210805.113How to use a DOI?

Keywords

Marketing Communication Strategy, Brand Image, Difabel Café

Abstract

Coffee shops business in Indonesia has growth and development because there is a change in the people’s lifestyle of modern society. This can be seen there are a lot of coffee shops now. Therefore, it must be required the right strategy and characteristic to growth, development, and be able to compete with competitors. The purposes of this research are to know about the marketing communication strategy of Sunyi House of Coffee and Hope in branding image as a difabel friendly cafe. This research uses descriptive qualitative methods with case study through data collections such as interview, documentation, and literature study. The subject of this research is chief marketing officer and chief executive officer of Sunyi Cafe. The theory used is an IMC, 7P, and PR system theory. The results of this research are in branding image of Sunyi House of Coffee and Hope as a difabel friendly cafe is to do various event activities, such as set up skills training for difabel, arrange sign language classes, and make a collaboration with other brands. Then, carry out some PR activities establishing good relations with media partner, Sunyi workers, and difabel communities. Also, Sunyi Cafe doing sales promotions, direct marketing, and word of mouth to attract attention and introduce the various products and increase awareness of Sunyi Cafe, such as discounts, giveaway, cashback, loyalty card, promotions in social media, open stand/booth.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jessica Novita
AU  - Septia Winduwati
PY  - 2021
DA  - 2021/08/08
TI  - Marketing Communication Strategy of Sunyi House of Coffee and Hope in Branding Image as a Difabel Friendly Cafe
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 716
EP  - 721
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.113
DO  - 10.2991/assehr.k.210805.113
ID  - Novita2021
ER  -