Abstract:
In the dynamic world of specialty coffee retail, establishing and increasing brand awareness
is critical for long-term growth and competitive advantage. This study focuses on the
marketing communication tactics used by Bean Spot, Alfamart's coffee corner, with a
particular emphasis on their usage of Integrated Marketing Communication (IMC) tools. IMC
combines multiple promotional components to convey a consistent and effective message
to target consumers. This study conducts a thorough examination of how Bean Spot
strategically uses IMC tactics such as social media marketing, direct marketing, and sales
promotion to effectively enhance brand visibility among consumers. The study includes
qualitative approaches, including in-depth interviews with marketing communication
professionals and Bean Spot customers. The findings provide insights into the effectiveness
of IMC methods in improving Bean Spot's brand visibility, customer engagement, and sales.
Both offline and online media, such as print and Instagram, have a significant impact on
brand awareness. The thesis contributes to a better knowledge of marketing
communication utilizing IMC in the specialty coffee corner business and makes practical
advice for that brand looking to optimize their marketing communication efforts to increase
brand awareness in competitive markets.
