BRAND DEVELOPMENT OF SPASSO MILANO THROUGH PUBLIC RELATIONS – DRIVEN MARKETING STRATEGIES
BY ORCHAN CONSULTING ASIA, MALAYSIA
By
Geastari Ivyghaida Vania Ibrahim 16112006
BACHELOR’S DEGREE in
COMMUNICATION AND PUBLIC RELATIONS
FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
August, 2016
Revision after the Thesis Defense on 26 July 2016
Geastari Ivyghaida Vania Ibrahim STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Geastari Ivyghaida Vania Ibrahim
____________________________________________
Student Date
Approved by:
Deborah Nauli Simorangkir, Ph.D
____________________________________________
Thesis Advisor Date
Eric Jos Nasution, MBA, MA, Ph.D
____________________________________________
Dean Date
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Geastari Ivyghaida Vania Ibrahim ABSTRACT
BRAND DEVELOPMENT OF SPASSO MILANO THROUGH PUBLIC RELATIONS – DRIVEN MARKETING STRATEGIES BY ORCHAN CONSULTING ASIA, MALAYSIA
By
Geastari Ivyghaida Vania Ibrahim Ms. Deborah Nauli Simorangkir, Ph.D, Advisor
SWISS GERMAN UNIVERSITY
Not only culture and attractions can become landmarks of a country for tourists to get to know more about their uniqueness. Cuisine also can be used in some countries in Asia to attract the attention of many visitors. The restaurant industry in Asian continent is known for its wide range of foods, like in Malaysia which has many restaurants that give a wide range of authentic dishes. Thus, it has been a steep competition for the restaurant industry in Malaysia. In order to survive the competition, public relations and marketing are needed. The purpose of this study is to analyze public relations – driven marketing strategies that Orchan Consulting implements to develop the brand of Spasso Milano restaurant.
This study uses in-depth interviews that are conducted with three participants. The results have found that Orchan Consulting use RACE models, marketing mix 4P, social media, influencers, and market segmentation. After worked together with Orchan Consulting, Spasso Milano had sustained growth in customers, and Spasso Milano are change their popularity over the period of time.
Keywords: Restaurant, Steep Competition, Public relations, Marketing
Geastari Ivyghaida Vania Ibrahim
© Copyright 2016
by Geastari Ivyghaida Vania Ibrahim
All rights reserved
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Geastari Ivyghaida Vania Ibrahim DEDICATION
I dedicate this works for Orchan Consulting, Spasso Milano,
Swiss German University, and for myself.
Geastari Ivyghaida Vania Ibrahim ACKNOWLEDGEMENTS
I would like to thank my parents for their patience and support for me. Also to my twin sister, my two younger sisters, and my three younger brothers for all the distractions.
I want to thank my supervisor, Ms. Deborah who helped me from the beginning to the end of my thesis journey. To Craig, who also helped me in revising and also in giving me advices. Also to my lecturers in the Communication and Public Relations Department, thank you for all knowledge you have shared with me and CommPR2012.
Thanks to my best friend who are always there in good and bad times. To Swiss German University, to my classmates in PR 2012, to my senior and junior, and of course batch of 2012. Because of them, 4 years in college can be unforgettable.
Thanks to Korean drama and K-pop songs that always accompany me whenever I get
tired of university life.
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Geastari Ivyghaida Vania Ibrahim TABLE OF CONTENTS
Page
STATEMENT BY THE AUTHOR………2
ABSTRACT………3
DEDICATION………5
ACKNOWLEDGEMENTS………6
1. INTRODUCTION………..……….12
1.1 Background………12
1.1.1 Orchan Consulting Asia Sdn. Bhd. Malaysia………..14
1.1.2 Outto Dine Sdn. Bhd………...14
1.1.3 Spasso Milano……….15
1.2 Research Problems……….16
1.3 Research Questions………16
1.4 Research Objectives………...16
1.5 Scope and Limitations…………...……….17
1.6 Significance of Study……….17
1.7 Research Process………18
2. LITERATURE REVIEW……….19
2.1 Food & Beverages Industry………19
2.1.1 The Risks……….20
2.1.2 The Location………....20
2.1.3 Building Customer Loyalty……….21
2.1.4 Restaurant – The Trends to Dine Out………..22
2.2 Public Relations………..23
2.2.1 Public Relations Process………..26
2.3 Marketing Communication……….27
Geastari Ivyghaida Vania Ibrahim
2.3.2 Social Media as Marketing Tool………....32
2.3.2.1 Facebook………...33
2.3.3 Influencer in Marketing………...34
2.3.4 Market Segmentation……….36
2.4 Chapter Summary……….39
3. RESEARCH METHODS………....42
3.1 Types of Study………...42
3.2 Unit of Analysis……….43
3.3 Case Study………...…..44
3.4 Scope of Study………...49
3.5 Populations and Sample……….49
3.6 Description of Variable Operational………..50
3.7 Data Collecting Techniques………...51
3.7.1 In-depth Interview………...52
3.7.2 Documentation………54
3.8 Data Analysis technique……….54
3.9 Triangulation………..57
4. RESULTS AND DISCUSSIONS………59
4.1 Description of the informants……….59
4.2 Results………60
4.3 Discussions……….65
4.3.1 The Challenge of Restaurant – Spasso Milano………....72
5. CONCLUSIONS AND RECOMMENDATIONS………...74
5.1 Conclusions………74
5.2 Recommendations………..77
GLOSSARY……….79
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