PROPOSED MARKETING STRATEGIES TO INCREASE BRAND AWARENESS FOR ZOJIRUSHI TUMBLER FINAL PROJECT In partial fulfilment of the requirements for the master’s degree from Institut Teknologi Bandung By ALWAN FADHIL Student ID: 29322392 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG March 2025 i ABSTRACT PROPOSED MARKETING STRATEGIES TO INCREASE BRAND AWARENESS FOR ZOJIRUSHI TUMBLER By Alwan Fadhil Student ID: 29322392 (Master of Business Administration Program) Plastic production and consumption have increased significantly and become the issue of plastic pollution. Single-use water bottles are one of major sources of plastics pollution as they take a long time to decompose and damage the environment. Tumbler or reusable bottle is a sustainable alternative to tackle the issue resulting in growing demand of tumblers. This market potential is an opportunity for Zojirushi as tumbler brand offering quality products including materials, durability, technology, and design to consumers. However, the brand awareness of Zojirushi is still low limiting it to capitalize the market. This study aims to formulate marketing strategies to increase brand awareness of Zojirushi by conducting external and internal analysis of Zojirushi and focusing on the social media marketing activities that impact brand awareness. The result shows that advertisements and entertainment are the most significant factors that have a positive impact on brand awareness. These findings suggest that giving extra exposure with ads to reach more users in social media and having engaging content are important to drive brand awareness. Therefore, the recommendation is to utilize social media through entertaining content highlighting product quality and social media ads to boost content to increase brand awareness. Keywords: tumbler, Zojirushi, brand awareness, marketing strategy, social media marketing, advertisement ii ABSTRAK USULAN STRATEGI PEMASARAN UNTUK MENINGKATKAN KESADARAN MEREK UNTUK TUMBLER ZOJIRUSHI Oleh Alwan Fadhil Student ID: 29322392 (Program Studi Magister Administrasi Bisnis) Produksi dan konsumsi plastik telah meningkat secara signifikan dan memunculkan permasalahan polusi plastik. Botol air sekali pakai merupakan salah satu sumber utama limbah plastik karena membutuhkan waktu yang lama untuk terurai sehingga dapat merusak lingkungan. Botol yang dapat digunakan kembali atau tumbler menjadi alternatif berkelanjutan untuk mengatasi masalah ini sehingga menyebabkan permintaan tumbler semakin meningkat. Potensi pasar ini merupakan kesempatan bagi Zojirushi sebagai merek tumbler yang memiliki produk berkualitas tinggi, baik dari segi material, daya tahan, teknologi, dan desain. Namun, saat ini Zojirushi memiliki tingkat kesadaran merek yang masih rendah sehingga tidakbisa memanfaatkan peluang pasar secara maksimal. Studi ini bertujuan untuk merumuskan strategi pemasaran untuk meningkatkan kesadaran merek Zojirushi melalui analisis internal dan eksternal, serta mengeksplorasi aktivitas pemasaran media sosial yang berdampak terhadap kesadaran merek. Hasil penelitian menunjukkan bahwa iklan dan konten hiburan merupakan faktor paling signifikan yang berdampak positif pada kesadaran merek. Oleh karena itu, penelitian ini merekomendasikan Zojirushi untuk memanfaatkan media sosial melalui konten hiburan yang membahas kualitas produk, serta menggunakan iklan di media sosial untuk meningkatkan jangkauan audiens dan meningkatkan kesadaran merek. Keywords: tumbler, Zojirushi, kesadaran merek, strategi pemasaran, pemasaran media sosial, iklan DECLARATION OF NON-PLAGIARISM Plagiarism is considered as the act of dishonesty and a breach of academic ethics in which strongly against the School’s policy and regulation. I declare that materials presented in this Final Project are my own work and do not involve plagiarism. Should I do plagiarism in this Final Project, hereby I am willing to accept any consequences determined by the School.