Integrated Marketing Communication for Tong Tji Tea House Semarang Indonesia

DOI

10.2991/978-2-38476-098-5_7How to use a DOI?

Keywords

Integrated Marketing Communication; FnB Business; Tong Tji Tea House Semarang

Abstract

The Food and Beverage (FnB) business in Indonesia experienced a great shock during the COVID-19 pandemic. This was mainly due to the Large-Scale Social Restrictions which required food and beverage businesses to close their businesses and not accept guests to dine-in. After the COVID-19 transmission rate decreased, the FnB business must try to bounce back to face global challenges and changes in the use of communication technology. Therefore, this study aims to describe the application of Integrated Marketing Communication (IMC) in the FnB business, with a case study on Tong Tji Tea House Semarang. Tong Tji Tea House Semarang was chosen as a case study because it has implemented IMC’s strategy in dealing with global changes and communication technology. The research method used is descriptive qualitative, with data collection through interviews and documentation studies. Data were analyzed by data reduction, data presentation, conclusion drawing, and data verification. The results of this study indicate that in facing global challenges and the development of communication technology, IMC becomes important to be developed. The segmentation and targeting of the FnB business must be expanded, not only to include people who come to the place but must be able to make deliveries to the surrounding area. Then the product must be developed so that it can be delivered. Place must be adjusted not only to physical places, but also to online distribution. Prices must be adjusted especially if distributed through food delivery applications, because there will be costs from the application as well as shipping costs. Promotion still has to use traditional tools such as print advertising and mass media, sales promotion, personal selling, events, and publicity. But it must also be supported by digital marketing.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Monika Teguh
AU  - Gaby Swastika
AU  - Yoseviene Kuntjoro
AU  - Hadjar Malika
PY  - 2023
DA  - 2023/08/31
TI  - Integrated Marketing Communication for Tong Tji Tea House Semarang Indonesia
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 64
EP  - 80
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_7
DO  - 10.2991/978-2-38476-098-5_7
ID  - Teguh2023
ER  -