Abstract :

In the last five years Indonesia has experienced an increase in gross domestic gross which has a direct impact on increasing public consumption. However, in 2020 there was a change in the consumption patterns of Indonesian people towards food and beverages consumed due to the COVID-19 pandemic. People began to change their consumption patterns to a healthy lifestyle by consuming more nutritious foods and drinks. A noticeable change is the pattern of milk consumption which has changed to plant-based milk. Kira Almond is an MSME company that runs in the field of food and beverages which was founded in 2018. Kira Almond Milk was created to help people who are lactose intolerant, pregnant and lactating mothers, and to support people with a healthy lifestyle. However, during the COVID-19 pandemic Kira experienced sales that tended to stagnate and decline because it could not market its products optimally. This study aims to identify factors that affect brand awareness of Kira Almond and formulate strategies to increase sales of Kira Almond. The method used for data collection is quantitative method and descriptive statistics. Data was obtained from interviews with the owner of Kira Almond, questionnaires distributed to 204 respondents, and literature studies. The use of internal analysis tools such as 4P marketing mix, VRIO, and STP as well as external analysis tools such as Porter’s Power Analysis, PESTEL analysis, competitor analysis, and consumer analysis followed by SWOT and QSPM analysis were conducted to determine the optimal strategy to increase brand awareness and purchase intention of Kira Almond.

Based on the results of the study, Kira Almond can increase promotional activities and placement to increase the company’s brand awareness which will have a direct impact on consumer purchase intentions. In addition, based on the results of the analysis, five alternative strategies are obtained and the preferred strategy is to invest in promotional activities and channels such as social media advertising, partnerships with influencers, or events to increase brand awareness or equal to the W-T2 strategy.

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Keywords :

Almond milk, Brand awareness, Marketing Strategy, Purchase Intention.

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References :

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