Exploration of Marketing Communication Mix Activities to Increase Brand Awareness of Luscious

Abstract

The title of this research is “Exploration of Marketing Communication Mix Activities to Increase Brand Awareness of Luscious”. The problem is that Luscious’ brand awareness is low and it effects to the low sales. The purpose of this research is to determine marketing communication mix activities to increase brand awareness of Luscious. This study uses qualitative method with in-depth interview and documentation as data collection methods. Based on the interview results with current customer, potential customer, similar business, and brand consultant, it can be concluded that television advertising, sales promotion such as giving free sample and free product after some purchases, using social media as public relation tools, and using Instagram as direct marketing tools are the marketing communication mix activities that can increase brand awareness of Luscious. Moreover, Luscious does not need to conduct personal selling activities.