STRATEGI BRANDING DAN MARKETING DALAM MEMPOPULERKAN MAKANAN BARU SEBAGAI OLEH-OLEH KHAS DAERAH
Abstract
How is the right branding strategy to build the brand image of Moringa leaf chips as an attractive Bengkulu souvenir integrating Bengkulu's visual and cultural characteristics into the branding of Moringa leaf chips, logo, packaging, Formulating the right branding strategy to build a unique Moringa leaf chips brand image Designing branding elements of logos, packaging, which integrate Bengkulu's visual and cultural characteristics The study entitled Branding and Marketing Strategy in Popularizing New Food as a typical regional souvenir, uses the Qualitative method, the qualitative method is a research approach that focuses on an in-depth understanding of a phenomenon. This method emphasizes the words of meaning and interpretation. This study also focuses on the type of qualitative case study research: is a method of in-depth research on an event, individual, group, or organization. With marketing strategies and professionalism of service and quality, Akilah2r has succeeded in facing its competitors who are quite a lot in the surrounding area. Akilah2r is growing rapidly and prospectively until now. Very tight competition such as a souvenir shop with a taste where the shop also has several branches and opens around. The beginning of the existence of moringa leaf chips was in 2021. In this study, the author found that the latest innovation regarding moringa leaves was processed into food and then made into Bengkulu's typical souvenirs are very interesting to be a local specialty of Bengkulu city. Although there are still many people who do not know about these souvenirs, an interesting marketing is made.
Keywords: branding strategy, marketing, innovation
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