Agustina, Wiji Luluk (2022) RE-BRANDING REDSOGA MELALUI PERANCANGAN MEDIA PROMOSI SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS. In: Seminar Nasional Desain (SNADES) 2022, Surabaya.
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Abstract
RedSoga, previously better known as Keday Kado, is a boutique and art shop founded by Sugeng Pribadi in 2012 in Batu City, East Java. RedSoga sells garment products, handicrafts, and artworks processed from recycled materials and environmentally friendly materials with market segmentation targeting tourists who come to Batu City. The Covid-19 pandemic triggered RedSoga's sales to fall freely. Responding to this condition, Sugeng made various marketing efforts but did not have a significant impact in boosting sales. Based on the results of the study, it is known that RedSoga's promotion failure was triggered by a lack of brand awareness. Therefore, it is necessary to design RedSoga promotional media. The objectives of this study are 1) to determine the types of promotional media that are effectively and efficiently used in the post- pandemic and 2) to design promotional media as a re-branding of RedSoga. The type of research used is qualitative research with methods of collecting observational data, literature studies, and documentation. The research data was analyzed using SWOT and USP to obtain information related to product strengths, weaknesses, opportunities, and threats, as well as product uniqueness. The data that has been analyzed is then used as a concept for designing Instagram feeds and reels video, as a type of prmosi media that is considered effective and efficient to use post-pandemic. The final result of this promotional media design is expected to be able to represent RedSoga's re-branding strategy and be able to arouse consumer awareness of the RedSoga brand which then has an impact on increasing sales. Keywords: promotion media, branding, brand awareness
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products N Fine Arts > N Visual arts |
| Divisions: | Conference/Seminar > Seminar Nasional Desain (SNADES) 2022 |
| Depositing User: | Fatchullah Fatchullah |
| Date Deposited: | 19 Oct 2022 06:09 |
| Last Modified: | 19 Oct 2022 06:09 |
| URI: | http://repository.upnjatim.ac.id/id/eprint/9968 |
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