| dc.description.abstract | Adamar was established since 2014 in Surabaya. Adamar has a vision to
become a local brand that produce products with premium quality. Adamar runs in
fashion industry, and produce accessories like woman’s bags that made from
synthetic leather or genuine leather. Since launching the first product until now,
Adamar already have 8 different models for woman’s bags in the market.
The research purpose is to formulate a strategy that help ADAMAR gain
awareness from the customer as local brand. The method of this research is
descriptive qualitative research. The collection method is done by using deep
interview with open question. The Subject of this research is the practitioner with 5
years experience, the Benchmark Company, and customers chosen by the researcher
with purposive sampling method. Object of this research is ADAMAR. To proof the
credibility of this research using Triangulation Method.
The results of this research show that one of the best strategy for a new brand
is by using and developing advertising those and to choose the right media to
distribute it. Then, IMC (Integrated Marketing Communication) is the right strategy
when the brand was just build, as it helps the brand prepare to compete in the market
in the future. After that, the brand can develop all the tools in the IMC. | en_US |
