Perancangan Branding UD. Subyung Nusantara

Rahmansyah Benefid, Muhammad Syawaludin (2020) Perancangan Branding UD. Subyung Nusantara. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Banyaknya produk lokal yang berhasil scale up karena upaya branding yang baik membuktikan dengan branding dapat meningkatkan kualitas jasa atau produk. Salah satu produk lokal yang perlu dilakukan branding adalah UD. Subyung Nusantara dengan produk Keripik Usus citarasa Nusantara. Subyung memiliki beberapa masalah brand seperti kurangnya brand awareness, kemasan yang tidak berstandar foodgrade serta belum adanya upaya branding dari pemiliknya. Untuk mengatasi berbagai permasalahan brand pada Subyung dan menentukan strategi branding yang tersistem, perancangan branding ini dilakukan dengan beberapa metode riset yaitu analisis budaya snacking masyarakat Indonesia melalui data sekunder, menentukan target pasar, studi eksisiting perusahaan dan competitor untuk menentukan positioning Subyung dalam melakukan branding. Untuk memperkuat data temuan, dilakukan juga penyebaran kuisioner pada calon konsumen dan konsumen Subyung serta melakukan interview dan depth interview dengan praktisi brand dan brand owner yang telah berhasil menerapkan program-program branding pada perusahaannya. Riset yang telah dilakukan kemudian diolah agar dapat merumuskan beberapa program branding yang kemudian akan dikonsultasikan dengan pemilik perusahaan untuk eksekusi desain. Hasil dari “Perancangan Branding UD Subyung Nusantara” adalah program-program branding untuk mengatasi permasalahan brand pada Subyung diantaranya adalah kemasan yang terstandar foodgrade, media cetak sebagai identitas brand, perancangan website Subyung sebagai pusat informasi perusahaan dan portal penghubung dengan media branding lain, social media branding sebagai media softselling dan engagement utama dengan konsumen serta perancangan Facebook dan Instagram ads untuk meningkatkan brand awreness Subyung kepada masyarakat. ========================================================== The number of local products that successfully scale up because of good branding efforts proves that branding can improve the quality of services or products. One of the local products that needs branding is UD. Subyung Nusantara with Nusantara Flavor Chips products. Subyung has several brand problems such as lack of brand awareness, non-standard foodgrade packaging and no branding efforts from the owner. To overcome various brand problems in Subyung and determine a systematic branding strategy, branding design is carried out with several research methods, namely the analysis of Indonesian people's snacking culture through secondary data, determining market targets, company and competitor studies to determine Subyung's positioning in branding. To strengthen the findings data, a questionnaire was also distributed to prospective customers and Subyung consumers and conducted interviews and depth interviews with brand practitioners and brand owners who have successfully implemented branding programs at their companies. The research that has been done is then processed in order to formulate several branding programs which will then be consulted with the owner of the company for design execution. The results of “UD Subyung Nusantara Branding Design" are branding programs to overcome brand problems in Subyung including foodgrade-standard packaging, print media as brand identity, Subyung website design as a corporate information center and a connecting portal with other branding media, social media branding as the main softselling and engagement media with consumers and the design of Facebook and Instagram ads to enhance Subyung's brand awareness to the public.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Subyung, Indonesia, Culture, Culinary, Archipelago Subyung, Indonesia, Budaya, Kuliner, Nusantara
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises
H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis.
H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
H Social Sciences > HD Industries. Land use. Labor > HD62.5 New business enterprises. Business incubators.
N Fine Arts > NC Drawing Design Illustration
N Fine Arts > NE Print media
Divisions: Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User: Muhammad Syawaludin Rahmansyah Benefid
Date Deposited: 29 Aug 2020 08:16
Last Modified: 29 Aug 2020 08:16
URI: https://repository.its.ac.id/id/eprint/81616

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