WINNING CUSTOMERS HEARTS : THE REBRANDING EFFORtS OF WIN’S TALAS PONTIANAK

Abstract

In this study, the researcher discussed about Win’s Talas Pontianak : a traditional snack fromPontianak,west kalimantan. The researcher found two problems on the Win’s Talas Pontianak , which related to its brand and package. Win’s Talas Pontianak did not have a strong brand identity and package, as the Win’s Talas Pontianak only wrapped with the used printed label and common plastic. The objective of the research is to increase the sale of the Win’s Talas Pontianak by rebranding the brand and package of the Win’s Talas Pontianak. The result of this research is the package design for Win’s Talas Pontianak, which is designed in an informative and persuasive manner. In achieving that, this research applied the qualitative descriptive approach. There are two data gathered in this study: Primary Data and Secondary Data. The primary data is collected by conducting observations and interviews. The researcher conducted direct and online interviews with the owner of Win’s Talas Pontianak in order to find out the details of the products and customer responses. The researcher also collected the secondary data from credible sources on the internet such as journals, books and documents. It found that the majority of informants wanted to improve the brand and packaging of Win’s Talas Pontianak to be more informative, creative and innovative manner, but still hold on the characteristics of Pontianak. The researcher also concluded that the new brand and packaging had achieved the objectives of this study, which can attract the attention of customers to buy the product and increase the product value.