Abstract :

One of the brand portfolios that is expected to grow to support Claygo’s commercial expansion in Indonesia especially in the biscuit category is Ajoy. According to the 2020–2021 results, Ajoy is dealing with significant business issues, such as unmet sales targets that are negatively related to category growth. Ajoy’s penetration rate is likewise still very low, at less than 1%, with a trialist base of just 0.6 to 0.8 percent. This study uses a quantitative approach with the type of descriptive research. The approach to obtain the data is done with the survey by utilizing online questionnaires. Ajoy brand awareness is relatively poor, primarily due to the advertisement’s low share of voice. Low purchase conversion results from low awareness, which is also a result of a number of barriers, including product knowledge, price, and physical and mental availability. Due to Ajoy’s higher pricing but unable to establish a solid judgment regarding the price point, the premium positioning it seeks to establish is not well received by the target market. This study will help Ajoy to identify its low brand awareness trigger and low purchase conversion (from aware to ever purchase metric) trigger, as well as develop the brand message corresponding to Ajoy’s premium positioning and define the integrated marketing communication initiatives to deliver the brand message to Ajoy’s  prime prospect.

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Keywords :

Brand awareness, Brand message, Integrated marketing communication, Purchase conversion.

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