Media and Promotion Strategy for Glofee Business Development in Digital Era

Abstract

Coffee is a very popular drink among Indonesians because of its taste and aroma. With the increase in coffee consumption, coffee waste generated by coffee shops is also increasing. One of the efforts to reduce it is by recycling it into goods that have a sale value, namely ceramic glass. The coffee grounds are processed with clay material which is formed into coffee-scented ceramic cups. Glofee is a brand that promotes this idea by utilizing coffee grounds to make ceramic cups based on home industry. Glofee, which is a new brand, does not yet have a strong identity to compete with its competitors. Products from Glofee are still in the development stage and require clear branding and promotion to introduce Glofee and create brand awareness as a new brand. This design aims to create brand awareness and promotion for Glofee. To support this design, data was collected using interviews and SWOT analysis which then used a qualitative descriptive method. This design starts from creating a visual identity in accordance with the Glofee concept to product development in the form of ceramic glass. The World Changer is a concept idea that will be used in all media made from the Glofee brand.