Promotion of Kopi ABC’s Brand Trough Bintang Bola Kopi ABC 2016 Activities In Building a Brand Image

Abstract

By making West Java as a huge potential market in products sale of Kopi ABC therefore brand’s Kopi ABC did not hesitate to become official partner of the big clubs in Indonesia, which also is the pride of the residents of West Java, namely Persib Bandung. Persib known as a club that has particularly fanbase is very broad and many are commonly known by the name of bobotoh, and also Persib own management with a clear vision and mission as well as professional. By holding Persib as a brand ambassador, then brand’s Kopi ABC did a lot of promotional activities that relate directly to Persib in the form of “Bintang Bola Kopi ABC2016â€event which might be expected to build a brand image among bobotoh in particular, and society in general.The purpose of this research is to know the sponsorship activity done by  brand’s Kopi ABC with Persib, planning and designing from “Bintang Bola Kopi ABC 2016†activity, and also response from bobotoh to brand’s Kopi ABC after “Bintang Bola Kopi ABC 2016†activity.In this research using qualitative method with descriptive study approach. In collecting the research data, the researcher interviewed to the parties from Kopi ABC, namely AnggaraHeryudasa as Area Promotion - Marketing Field, ArbimoSholehudin who served as Account Manager Marketing from PT.PBB (Persib Bandung Bermartabat), and also representatives from some of bobotoh. In addition, the data obtained through observation, literature study to obtain information about the activities that have been done and help the credibility of research results, as well as documentation in the form of photos.The results of the research that has been done can be concluded that one of the sponsorship activities conducted by brand’s Kopi ABC with Persib can build a brand image among bobotoh and the people of West Java is “Bintang Bola Kopi ABC 2016â€. The activity is very thoughtful and designed as possible so different from the year previous. The image of brand’s Kopi ABC among bobotoh is to bebobotoh’scoffee number one in the world!