Marketing Thirst
DOI:
https://doi.org/10.59889/ijembis.v3i2.312Keywords:
Marketing Mix, Beverage, $P, SWOT AnalysisAbstract
Drinks are an indispensable part of human daily life. Various types of drinks are present to meet various needs and tastes. One of Jakarta's most popular beverage brands today is HAUS, which offers various variants of refreshing drinks. Culinary tourism is one of the tourism concepts that are developing throughout the world. Culinary is also one of the supporting elements that are very important in the success of tourism in a destination. Culinary, especially local culinary, is even able to describe the entire culture of the people in an area. Likewise, in Indonesia's Special Economic Zone (SEZ), the development of local culinary is an opportunity to encourage the development of this region. Drinks are an indispensable part of human daily life. Various types of drinks are present to meet various needs and tastes. One of Jakarta's most popular beverage brands today is HAUS, which offers various variants of refreshing drinks. The purpose of this journal is to understand more deeply the HAUS brand beverage, how to market its integrity, marketing mix or 4P, and STP (Segment, Target, Positioning). Not only that, we also analyzed the SWOT of Albert Humphrey on the HAUS beverage brand.
Downloads
References
Ananda, A., &; Pradini, G. (2022). The role of Food & Beverage Service in providing services to increase customer satisfaction at McDonald's Jatipadang. Eqien-Journal of Economics and Business, 11(03), 263-277.
Knollenberg, W., Duffy, L. N., Kline, C., &; Kim, G. (2021). Creating competitive advantage for food tourism destinations through food and beverage experiences. Tourism Planning &; Development, 18(4), 379-397.
Kusumaningrum, A. P., Trishana, T., Zifa, M. S., Pradini, G., &; Ardani, P. (2023). A Bibliometric Analysis on Culinary Tourism in 2023. Scientific Journal of Wahana Pendidikan, 9(22), 1077-1088.
Mulya, M. H., Adila, R., &; Pradini, G. (2022). Analysis of service quality and product quality on customer satisfaction at Es Teller Restaurant 77 Branch Mall Pejaten Village. Turn Journal, 2(2), 23-29.
Moses, M. (2019). Analysis of segmentation, targeting, and positioning in the hospitality sector: The case of Paputo Beach Café. African Journal of Hospitality, Tourism and Leisure, 8(4), 1-20.
Pradini, G., Hendratono, T., Azahari, A., Rahmawati, E., &; Herawan, T. (2023, June). Research Trends in Tourism Participation: A Bibliometric Analysis Using the Scopus Database. In International Conference on Computational Science and Its Applications (pp. 437-454). Cham: Springer Nature Switzerland.
Pradini, G., Kusumaningrum, A. P., Agustiani, F., &; Rizkia, N. N. (2022). The Role of Supervision of Tribal Health Protocols of the Tourism and Creative Economy Office of the East Jakarta Administrative City towards the Hospitality Industry During the Covid-19 Pandemic in the Matraman District of East Jakarta. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 2(3), 415-426.
Rahmawati, E., Hendratono, T., Sugiarto, S., Pradini, G., &; Herawan, T. (2023, June). Railways Transport Infrastructures for Supporting Tourism: A Bibliometric Analysis. In International Conference on Computational Science and Its Applications (pp. 473-494). Cham: Springer Nature Switzerland.
Suteja, I. W., &; Wahyuningsih, S. (2019). Strategy for Developing Local Culinary Potential in Supporting Tourism Activities in the Mandalika Special Economic Zone, Central Lombok Regency. Scientific development media, 14(2), 2035-2042.
Zahrulianingdyah, A. (2018). Culinary as a supporter of the tourism industry based on local wisdom. TEKNOBUGA: Journal of Fashion and Boga Technology, 6(1), 1-9.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Muhammad Surya Saleh, Fitri Agustiani, Gagih Pradini, Anisa Putri Kusumaningrum
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
