STRATEGI BRAND POSITIONING KAFE DENGAN KONSEP ALAM DI KOTA MALANG (STUDI PADA KAFE BUKIT DELIGHT)

Brand Positioning Strategies for Cafes with the Concept of Nature in Malang City (Study at the Bukit Delight Cafe) By: Eko Huda Prasetiyono / 201310040311477 / Communication Science Keyword: Brand Positioning Strategy, Brand Positioning The number of cafes in the city of Malang, which is growing rapidly, creates aggressive competition. Many of them are competing to create new ideas or innovations in establishing or maintaining their business. With the same goal, namely getting a market or target market. However, not all cafes can maintain their brand or existence because consumers are exposed to many similar products. A cafe that applies a positioning can maintain its existence. Many of them do not only sell products but also sell contemporary lifestyles. In this case, the Bukit Delight Cafe has implemented a brand positioning strategy so that it is always in the minds of consumers by carrying out various marketing communication methods that aim to invite consumers to continue to be loyal with the Bukit Delight cafe. Marketing communication according to Terence A. Shimp (2003: 4) is an important aspect in the overall mission of marketing and determines the success of marketing. Meanwhile, positioning according to Philip Kotler in Kartajaya (2010) defines positioning as the act of designing the company's offer and image so that the company can be in a competitive position that is meaningful and different in the minds of customers. This study uses a qualitative approach and uses a descriptive type of research. Where are the informants with selected data sources based on key informant recommendations. Data collection techniques using semi-structured interviews and documentation. The results showed that the brand positioning strategy used by the Delight Hill Café included thematic designs, services and products, event marketing, and the effects of social media. So that the delight hill cafe can still exist until now in its fourth year with an average of 4500-9000 consumers per month. And still get a positive image in the minds of consumers as a thematic and contemporary romantic cafe