Integrated Marketing Communication Strategies in Increasing Brand Awareness: A Case Study of Almaz Fried Chicken in the Country Printing

Abstract

This research is motivated by the importance of implementing an Integrated Marketing Communication (IMC) strategy to enhance brand awareness amid the increasingly competitive fast-food industry. Almaz Fried Chicken Percetakan Negara, a fried chicken restaurant with a Middle Eastern concept, needs to build strong brand awareness in order to be recognized and remembered by consumers. This study aims to analyze the Integrated Marketing Communication strategy implemented by Almaz Fried Chicken Percetakan Negara in improving brand awareness. The research employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observations, and documentation. The informants consisted of the Store Leader, Local Store Marketing staff, and consumers of Almaz Fried Chicken Percetakan Negara. This study applied the Integrated Marketing Communication theory proposed by Kotler and Keller, along with Aaker’s Brand Awareness theory. The findings reveal that Almaz Fried Chicken Percetakan Negara implements six IMC elements, namely Advertising, Sales Promotion, Public Relations, Direct Marketing, Event and Experience, and Word of Mouth Marketing. These strategies have successfully enhanced consumers’ brand awareness, as reflected in their ability to recognize the brand (brand recognition), recall the brand (brand recall), and place Almaz Fried Chicken among the first brands that come to mind (top of mind).