that the visitors are
comfortable and want to visit again. Nowadays, the world of food and beverage
is very developed rapidly and of course has a very wide market of various
circles can become customers depending on the type of restaurant or café. Not
only regular customers, restaurants or cafes can also be used as a place to
hold various events both internally and externally. According to statistical
data from Q2 2017, the Central Statistics Agency (BPS) Report has stated that
in 2017 the food and beverage trade industry has increased by 5.07% (Q2 2017 Badan
Pusat Statistik ( BPS ) Report, n.d.) (Source:
Indonesia's economic growth in the second quarter of 2017).
Liputan6.com,
Jakarta - Chairman of the Indonesian Food and Beverage Association (GAPMMMI),
January 30, 2018 The food and beverage industry has the potential to grow by
more than 10% in 2018. The growth is supported by the moment of regional head
elections (regional elections) so that the circulation of money increases. "The
food and beverage industry also contributed 6.21% to national GDP in the third
quartile of 2017, an increase of 3.85% compared to the same period last
year." (Lukman, 30 January 2018)
The
restaurant business deals with planning and prediction as well as competition.
It is inevitable that all businesses, especially businesses in the world of
food and beverage are related to pressures, many conditions that need to be
considered, one of which is when restaurants are too crowded or too quiet to be
a problem for people who do business in the world of food and beverage.
Restaurants are scattered everywhere, there are many forms, styles, scales,
types of cuisine, and nuaansa kesukannya various. (Torisna, 2010, p. 2)
The café
that the author wants to research is Ruci's Joint. Ruci's Joint is a restaurant
that can be called café and bar located at Jalan Suryo Blok S No. 49, Rawa
Barat, Kebayoran Baru. Ruci's Joint is a subsidiary of PT. Ruci's Art Partner.
The company also has an art gallery located in the same building Ruci's Joint
concept art cafe bar where there are interiors that have artistic value, even
sometimes they sell souvenirs that have artistic value in their café. Ruci's
Joint owns social media such as Instagram with more than 3000 followers, and is
the manager of various online applications such as Zomato and Qraved. Ruci's
Joint also collaborates with Provoke Youth Club media (Source: Julius Wisnu,
Personal Communication, June 2, 2019).
Various
strategies and ways of promotion are carried out to attract customers so that
the sales value of the restaurant or café can increase. One of the strategies
used by Ruci's Joint and the author will discuss is the rebranding strategy
that has been carried out by Ruci's Joint. Initially Ruci's Joint shaped like a
food court consisted of many booths in collaboration with several food and
beverage brands such as Tuku, Burgushi, Ya dong Dimsum, and Frux. In December
2017, Ruci's Joint rebranded by changing the logo, concept and image of Ruci's
Joint itself, which started from a food court-like shape to the present day in
the form of restaurants, cafes, and bars.
Not many
food industries are rebranding by changing the concept to such extremes. There
are some restaurants that rebrand just to change the logo and menu, such as
Hokben, Pizza Hut, and others. Although Ruci's Joint rebranded, Ruci's Joint
only changed the concept, logo, and imagery of the place, but did not rename
it. In contrast to Ruci's Joint which rebranded based on the commitment of the
brands that cooperated with Ruci's Joint so that the concept was changed to
one.
Ruci's Joint
also provides a place to rent as an internal and external event. Usually if the
external event is usually called function, where the client or company that
rents will hold press conference, product launching, talk show and others. If
the internal event is more like karaoke together, watch together, movie
screening, and others. The events are planned and applied by Marketing Public
Relations of Ruci's Joint to increase the level of sales value and raise the
name of Ruci's Joint in accordance with the objectives of the company.
In general,
restaurants create internal events that aim to introduce their names widely and
certainly increase the value of their sales. Such as regular live music events,
regular DJs, events every month as well as certain promotions that have been
planned. There are also those who hold external events but different concepts
in the sense, event organizers from outside the company who want to hold an
event in the restaurant or can be called a function. Of course, the purpose is
different, if the event from the outside is usually closed to the public, the
purpose of the restaurant is to focus on the advantages of the restaurant.
Of the many
cafes, writers are attracted to Ruci's Joint because of the quality they have
and the imagery that Ruci's Joint has. Their strategies are also different from
others. They work with one of the event organizers, HENZZLE, to create regular
events, usually once a month. Events are held like karaoke. So far, the event
created by Ruci's Joint has managed to increase their sales value by inviting
several hosts as singers to enliven the event. Therefore the author is
interested in researching Ruci's Joint.
The author
is very interested to research about the world of Food and Beverages because
nowadays the industrial world is growing, can be seen in the street senopati
hamnpir entirely a restaurant. There is no denying that everyone needs to eat
and drink, both of which are one of the primary needs of human beings.
Therefore, it is necessary to note the quality of food and drinks of a
restaurant. If the quality is good and in accordance with market tastes,
consumers will continue to come. The strategy of restaurants to be able to continue
to grow and be able to compete with their competitors so as to maintain
customer loyalty.
The author
also wanted to find out if Ruci's Joint Marketing Public Relations was
successful in changing the image, concept, logo, of Ruci's Joint itself.
Because it can be seen the rebranding that has been done Ruci's Joint is quite
significant, which was in the form of a food court so that it becomes a
restaurant and art café. Is it effective after the rebranding and what needs to
be developed again in order to maintain customer loyalty from Ruci's Joint. The
author wants to know if the rebranding strategy is successful, whether this
strategy needs to be done for other restaurants in order to maintain customer
loyalty.
As a
practitioner of Public Relations, especially Marketing Public Relations in the
world of F&B, of course, must know how to set the strategy and make the
timeline do not let there be a decrease in sales value. Including the use of
social media, ruci's joint may not have a lot of social media, but without a
doubt social media is very influential for a product because nowadays social
media is one form of portfolio for a person as well as a product. Therefore,
the author wanted to raise the title of research on "Ruci's Joint
Marketing Public Relations Strategy in Conducting and Communicating Rebranding
to Increase Sales Value".
Marketing Public
Relations
Emergence of
Marketing Public Relations since the 1930s in America. Edward Bernarys, the
father of modern public relations, successfully created various Marketing
Public Relations programs. He uses communication tools commonly used by public
relations, namely article writing and third-person endorser as a persuasive way
to bring products closer to consumers (Thomas L. Harris, 1993 P. 13).
Public Relations
conducts publications that become a sub-part of the marketing function to
promote products to the public, especially their target market. Public
Relations and marketing can not be separated from each other the desired
results of a public relations company can do marketing more effectively. (Haliza, Kailaku, & Yuliani, 2017) (Sari, 2007 p. 45)
According to
Rhenal Kasali, the audience of Marketing Public Relations is the community and
consumers, therefore it can be interpreted that Marketing Public relations is
as the management of communication to motivate the purchase and satisfaction of
customers, consumers, and the public. Marketing Public Relations brings two
ways communications traffic closer between brands and communities. (Ali, 2017).
The concept
gave birth to the theory of three ways strategy to create public opinion so as
to create an image of the company itself. Here's an explanation of the three
ways strategy:
1.
Push Strategy
Promotional
strategies used by marketers to get the brand or product it manages to
customers. The strategy is to sell goods directly to customers. Utilizing sales
force to sell its products directly and can get incentives if the sales target
is achieved. This strategy is effectively used for new brands that do not yet
have a high enough value of the product or the brand itself. So sales force is
entrusted to educate end customers directly about the products and brands of
the company itself..
2.
Pull Strategy
The
purpose of pull marketing is to get customers to visit the brand. Common sales
strategies include promotion through masaa media, directional word of mouth,
and sales through advertising. In terms of business, pull marketing is an
effort to create brand loyalty and make customers dating back while push
marketing is more aimed at short-term sales.
3.
Power Strategy (Pass Strategy)
Public
relations has the power to influence and create public opinion about a company.
This strategy is used to persuade the public to potentially support the
achievement of marketing public relations goals. Pass- strategy is a strategy
carried out by marketing public relations to conduct the same with various
companies or other organizations. It can be in the form of sponsorship,
partnership, or holding an event. (Salmiyah, 2017, p. 47).
4.
Worth of Mouth
Marketing
activities known as 4P or new marketing (product, price, place, promotion) that
must be managed to meet the needs of consumers without oversleping the
company's objectives. Promotions are used to inform, introduce and remind
people about products and to improve the target market of distribution channels
and the public to purchase a company's products (Factors that make up Word of
Mouth communication and its effect on Purchasing Decisions, 2013)
Fridgen
in Susanto (2002:6) states that promotional instruments consist of personal
selling, advertising publicity, public relations, worf of mouth, and sales
promotion. Based on research conducted by Onbee Marketing Research in
collaboration with SWA magazine (2009) proved that the level of WOM
Conversation (retelle to others) is 85% and makes WOM as a source of
information to change its decision by 67%.
WOM
itself literally has the sense of word of mouth marketing, usually starting
from something natural and unplanned. Puspito in Fahima (2008) explained that
the most basic thing in the creation of WOM, is when the product can give
satisfaction to its customers. WOM is very concerned with the customer
experience of a product from the company.
Film
As a Brand Brand is very important for a company. John Stuart, CEO of Quaker
Oats from 1922 to 1956 quoted by Christina Ariadne Sekar Sari in the book
Product and Brand Managing Techniques said that "if this company were to
split up I would give you the property, plant, and equipment and I would take
the brands and the trademarks and I would fare better than you." Every
company needs to pay attention to the role of the brand. Good brand management
needs to be done to increase the brand equity of a brand. (Sari, 2017)
According
to the American Marketing Association (AMA), a brand is a name, term, mark,
symbol, or design, or a combination of all of them, intended to identify the
goods and services of a seller or group of sellers and to differentiate them
from competition. Brands not only talk about names and logos, but one
organization's commitment to customers to deliver what is already the brand's
principle. (Sari, 2017)
The
key to creating a brand, based on the AMA's definition, is the ability of
manufacturers to select brand elements, so that consumers can identify products
and differentiate from other manufacturers. Brand elements are different
components of the brand, which identify and distinguish them from other
manufacturers namely, name, logo, symbol, packaging design, and other
characteristics.(Sari, 2017)
Rebranding
The word
rebranding has the meaning and intent of rebranding. According to Muzellec and
Lambkin (2006) as quoted by previous researchers by Muhammad Izharuddin with
the title Rebranding Process at Plasa Marina Using Complex Process Model revealed
that the word "rebrand" is a new word formation, consisting of two
words 're' and 'brand'. Re is the prestate for a verb, which can mean
"again" or "new", squandering that action is performed at
another time. Therefore, according to Muzellec and Lambkin (2006) the proper
understanding of rebranding is to create a new name, term, symbol, design, or a
combination of all for one brand that is undeniable with the aim of developing
differentiation (new) positions in the minds of stakeholders and competitors.
Rebranding
is more than just changing the brand name. Rebranding requires a lot of
research and cost. A company can not easily change the concept or brand of the
company, it is necessary to apply research and plan strategies to rebrand so
that the purpose of the company is achieved.
In most cases of rebranding, companies change their names in order to
change the concept and develop the products and companies they own..
METHOD
The research
method that researchers use is qualitative with interpretative approach. In the
research methodology book by V. Wiratna Surwajeweni in 2014 quoting Strauss and
Corbin (1997) revealed that qualitative research is a type of research that
produces discoveries that cannot be achieved (obtained) by using statistical
procedures or other means of quantification (measurement).
Qualitative
research is generally used for research on people's lives, history, behavior,
organizational functionation, social activities, and others. The understanding
of interpretative itself according to kbbi dictionary is the existence of
messages, opinions, and views; related to the interpretation. Researchers use
descriptive qualitative methods with interpretative approach with the intention
of obtaining interpretation of strategies carried out by Marketing Public
Relations Ruci's Joint when rebranding.
The data
obtained from qualitative research is descriptive. In the form of speech or
writing from things that researchers observe in a certain state of context that
is examined from a whole, comprehensive, and holistic point of view. This
research includes action research which means the research is aimed at finding
effective methods in the daily activities of the company. This research is a
process of individuals or groups who want change so that they can get
accountable conclusions. (Sujarweni, 2014).
RESULT AND DISCUSSION
Overall
of the rebranding process that took place both pre, due, and post rebranding
that occurred, the strategy used by Ruci's Joint was very effective and
successful. And now Ruci's Joint has been running in accordance with the vision
and mission of Ruci's Joint at first. Indeed Ruci's Joint did not change its
name, but the logo and concept of Ruci's Joint changed drastically. In terms of
consumers, koknsumen prefer Ruci's Joint which is currently. The facilities
provided from Ruci's Joint are now very varied as previously written. Not only
sell food and beverages but Ruci's Joint is also willing if there are external
customers who want to make an event in Ruci's joint until Ruci's Joint has to
close its business on that day.
The concept of business made is very varied.
Shareholders and staff are also pleased with the successful rebranding of
Ruci's Joint. Not many restaurants are rebranding by changing the sedrastis
that Ruci's Joint does. Ruci's Joint was brave enough to take a risk when it
decided to rebrand.
"I can not answer the details yes. But for
traffic we are quite far, far away yes maybe at the figure of 80% but for the
same income can reach the estimated 80 to 90 cents after rebranding."
(Julius Wisnu, interview July 4, 2019).
Mr Julis Wisnu has said that the srtegi that
has been implemented for the rebranding of Ruci's Joint has been very
successful even increasing the value of sales by about 80% from before.
From the consumer side of each consumer source
who interviewed researchers, they prefer ruci's joint which is now, both in
terms of practical when paying, in terms of convenience, and in terms of events
that have been designed by Ruci's Joint itself
"The place is more neat. So yes it's good
now. But if the old tuh there tuku. But now Ruci also has his own iced milk
coffee." (Mutiara, interview July 4, 2019)
"prefer Ruci's Joint which is now for
sure. The menu is more if it used to be really limited tuh menu for nasi goring
aja tuh cuman there are only 3 coffees there are 1 and 2 types are quite
complicated because the pay is a lot of cashiers. There are four cashiers. If
now everything is ydah under him become easier." (Dhany Indra, interview
July 4, 2019)
The events created by Ruci's Joint both in
cooperation with internal and external parties indirectly give rise to the
nature of loyalty for consumers. The public is much more familiar with Ruci's
Joint with brand image which is full of credibility and art. In terms of
traffic is not as fast as it used to be because nowadays people who come to
Ruci's Joint aim to work mupun gather with friends, but it is not a bad thing
because it is in accordance with the purpose of the owner of Ruci's Joint, Mr.
Tomy Sibarani.
In terms of strategy, Ruci's Joint has been
quite effective and does not cost much for its communication. Communication is
done only through social media, especially Instagram and WOM which is very
reliable by Mr. Julius Wisnu. WOM is the most influential of the successful
rebranding of Ruci's Joint itself. Ruci's Joint also has a strategy to benefit
people who have high folowers on his instagram to be one of the Hosts to come
to the event that has been created Ruci's Joint. Indirectly, the person will
post on his instagram and introduce Ruci's Joint.
This research uses
interview techniques and data triangulation. Based on the interviews of the
four sources, the source gave approximately the same answer. In the internal
sense, internal sources say that transactions and traffic are very much
increased in comparison before rebranding even up to more than 80%. The current
condition of Ruci's Joint is in accordance with the vision and mission of the
company (Ruci's Joint). Before the rebranding of Ruci's Joint image was very
different from the current one. In the past, Ruci's Joint was very visited by
Gojek to buy TUKU coffee drinks, in other words Ruci's Joint has an image of
where to buy TUKU. While Ruci's Joint is actually made to support pt. OTHER
RUCI ART PARTNERS (Ruci's Art Gallery).
CONCLUSION
Rebranding conducted by
marketing public relations division of Ruci's Joint aka General Manager of
Ruci's Joint under pt. RUCI Art Partners has used elements of the staging
rebranding process, starting from Ruci's Joint public relations marketing
strategy in determining the hierarchy of rebranding, the rebranding format. All
had been planned and as a result Ruci's Joint did not change their name, but
they changed the concept of its overall sales strategy and changed the menus of
their products.
Marketing Public Relations
Ruci's Joint conveys a message through Lasswell's theory, namely Who, Says
What, In What Channel, To Whom, In What Effect. The application of these
elements by Ruci's Joint to customers and internal staff has also taken place
in accordance with the timeplan that has been made by the General Manager of
Ruci's Joint itself. Based on all the results of researchers' interviews with
customers, the source said that they were more satisfied and had a better
customer journey after Ruci's Joint rebranded. In terms of sales value, Mr. Tommy
Sibarani and Mr. Julius Wisnu said that the value of their sales after
rebranding is much higher than before rebranding. Not only in terms of sales
value, but in terms of traffic, Ruci's Joint is quite crowded. Mutiara's source
also said the same thing, he said that currently Ruci's Joint has a lot of
customers even sometimes have to make reservations and when other customers can
not then they can not visit Ruci's Joint. In terms of strategy that has been
diguankan by Ruci's Joint does not have much cost in terms of its promotion.
The strategy used and the Timeplan that has been prepared from GM Ruci's Joint
is very effective and smooth so it has an excellent impact for Ruci's Joint.
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Ruci's Joint Marketing Public Relations Strategy in
Conducting and Communicating Rebranding to Increase Sales Value