Integrasi Analisis Pasar dan Strategi Sport Marketing Dalam Membangun Brand Awareness : Studi Kasus Komunikasi Pemasaran Pada Sektor Minuman Nutrisi

Abstrak

This study aims to evaluate the effectiveness of integrating market analysis and sports marketing strategies in building brand awareness and customer loyalty. Using a case study of the Milo product Football Championship program in Surakarta, this study examines how understanding consumer behavior and the marketing environment becomes the foundation for designing persuasive communication messages. The research method used is descriptive qualitative with data collection techniques through observation, literature studies, and questionnaires. The results show that the use of sports marketing is not merely a promotional activity, but a form of Integrated Marketing Communication (IMC) implementation that is able to align the functional needs of the product (nutrition/energy) with the social activities of the target market (sports). Appropriate STP (Segmenting, Targeting, Positioning) analysis at elementary school age has been proven to significantly increase the effectiveness of market penetration. The implications of this study emphasize the importance of synergy between market data analysis and event creativity in facing global competition.

Kata kunci: market analysissport marketingmarketing communicationIMCbrand awareness