Implementation of branding on the promotion strategy of aroma care products at pt. aroma Wangi Indonesia

This research took place at PT Aroma Wangi Indonesia with the aim of analyzing the implementation of branding and promotion strategies specifically for the company's product, Aroma Care, to increase its recognition among the public. Branding implementation is crucial in influencing consumer perceptions of products. Aromacare aims to enhance their branding through digital and offline promotion strategies. However, data indicates that their target achievements are still low. In the digital realm, despite creative content, consumer response to the product remains lacking due to human resource limitations and intense competition. On the offline front, limited participation in activities such as bazaars and exhibitions, as well as a lack of information, hinder their efforts. The researcher concludes that the implementation of Aroma Care branding is still low, resulting in the product being unknown to the wider public. Suggestions from the author include Aroma Care needing to implement branding according to their predetermined targets and providing training to their branding team to generate more creative ideas or content references to make their product known to the public.