The Product, Promotion, and Place @BreadTalkIndo

DOI

10.2991/aebmr.k.200205.002How to use a DOI?

Keywords

@BreadTalkIndo, marketing communication, unstructured datasets

Abstract

The business sector is expanding and increasing the competition in the consumption sector such as the food and the beverage industry. Bread store is one of the growing and competitive industry. There are Holland Bakery, Breadtalk, Breadlife and much other bread stores in Indonesia. Johnny Andrean open a franchise of Bread Talk in Indonesia in 2003, the first store is in Mall Kelapa Gading Jakarta and since then, there are 73 stores distributed all over Indonesia. Nevertheless, there is a lack of research that analyzes the Breadtalk marketing communication, especially via social media. Therefore, the research aimed to explore the proposition of Breadtalk in Indonesia from @BreadTalkIndo. The findings show that the attributes or services delivered by @BreadTalkIndo consist of the basic elements of the marketing mix which are the promotion, product, and place. Furthermore @BreadTalkIndo also answering a complaint from the customer, delivering a procedure to order the bread, the payment instruction, and inputs for the products, services, and the place to sell the brand, the cleanliness and also the delivery services.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Arissetyanto Nugroho
AU  - Janfry Sihite
PY  - 2020
DA  - 2020/02/12
TI  - The Product, Promotion, and Place @BreadTalkIndo
BT  - Proceedings of the 4th International Conference on Management, Economics and Business (ICMEB 2019)
PB  - Atlantis Press
SP  - 6
EP  - 8
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200205.002
DO  - 10.2991/aebmr.k.200205.002
ID  - Nugroho2020
ER  -