Ibrahim, Geastari Ivyghaida Vania and Simorangkir, Deborah Nauli (2016) Brand Development Of Spasso Milano Through Public Relations – Driven Marketing Strategies By Orchan Consulting Asia, Malaysia. Bachelor thesis, Swiss German University.

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Abstract

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.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Restaurant; Steep Competition; Public relations; Marketing
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59 Public relations H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 Oct 2020 14:58
Last Modified:	19 Oct 2020 14:58
URI:	http://repository.sgu.ac.id/id/eprint/925

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