Perpustakaan Digital ITB

After the development of the freeway Cipularang and many established hangout and shopping venues, people where interested to spend more time and money to shop and relax in Bandung. Free magazine helped these people to know the information regarding to these places. In order to survive in the market, one free magazine should stand out from the. To do so, this media communication should be well-known. Suave free catalogue an example of free magazine is a dedicated to the advertisement of fashion products from Distro in Bandung and Jakarta. It is targeted to young people from B A economy background. The problem was, does the targeted audience know well Suave? If so, to what extent and why? In short, the measurement of Suave's brand awareness in needed. The finding toward this problem was that people who had the highest brand awareness to Suave were from a particular group of people which was called Cluster 2. This group of people had the most frequent visit to Cafés and Distro, as the main distribution and consumption places of Suave. They also visited the café in every week of the month. Another important finding was the brand awareness of Suave was in the medium level. It was contributed by the fact that the brand reall was in the high level and brand recognition was in the medium level. This divas't correspond to the theory that to recall a brand was harder than to recognize the brand. Other supporting evidence was that, the medium level of brand recognition was because the majority of respondent were not exposed to Suave free catalogue. Like any other brand, Suave free catalogue has its brand element which is the name of the brand "Suave" and the slogan of the brand "Fashion Therapy". The strength of the brand element was high toward brand recognition and low toward brand recall. It was fortunate that fact was brand recall of Suave was higher than its brand recognition hence brand recognition and the strength of brand element towards brand recall should be increased. The recommendations toward this problem was to first increase the strength of the brand element of Suave towards its brand recall by socializing the meaning of the word "Suave" and "Fashion Therapy". Although brand recall level was already high, this was important to maintain the strength of Suave's brand awareness. The second recommendation is to increase Suave's brand recognition which heavily relates to exposure and appearance in the main distribution location. There solutions are to increase the number of exemplars, to distribute in several waves of distribution on not just on the beginning of the month and third to enhance the display of Suave free catalogue by making a customized and eye-catching rack for the display of Suave's issues.