Analyze how much influence the marketing mix on the brand image of Fratelli coffee

Oct 13, 2025 by wbrum.org 74 views

Introduction

In today's competitive market, creating a strong brand image is crucial for any business to succeed. Fratelli's coffee brand image is not yet fully embedded in the minds of consumers, which affects the quality of the premium coffee offered and the promotional efforts made. To overcome this problem, it is necessary to conduct an in-depth analysis of the proper marketing mix (marketing mix), in accordance with the target market you want to reach. This study aims to formulate effective steps in building a strong brand image for Fratelli coffee.

The Importance of Brand Image in Marketing

Brand image is the perception or image that consumers have on a brand, which affects the purchasing decision. In the context of Fratelli's coffee, a positive brand image can increase customer loyalty and distinguish products from competitors. Therefore, analyzing the factors that influence the brand image is very crucial. A strong brand image can also lead to increased sales, customer retention, and ultimately, business growth. On the other hand, a weak brand image can lead to decreased sales, customer dissatisfaction, and ultimately, business decline.

Research Purposes

This study has two main objectives:

Analyze how much influence the marketing mix on the brand image of Fratelli coffee: This objective aims to determine the extent to which the marketing mix elements (product, price, place, and promotion) influence the brand image of Fratelli coffee.
Evaluate the performance of each element in the marketing mix in forming a brand image: This objective aims to evaluate the performance of each marketing mix element in forming a brand image, and to identify the most influential element.

Research Methodology

The method used in this study is non-probability sampling, with a sampling quota technique for data collection. The analysis process includes:

Test the instrument or questionnaire: This step aims to test the validity and reliability of the questionnaire used to collect data from consumers.
Classic Assumption Test: This step aims to test the assumptions of the regression analysis, such as linearity, normality, and homoscedasticity.
Hypothesis testing: This step aims to test the hypotheses formulated based on the research objectives.
Making a regression model: This step aims to develop a regression model to analyze the relationship between the marketing mix elements and the brand image.

Analysis Results

The analysis results using SPSS version 17 software showed that:

The marketing mix contributed 87.80% to the formation of Fratelli's coffee brand image, while 12.20% was influenced by other factors: This result indicates that the marketing mix elements play a significant role in forming the brand image of Fratelli coffee.
From the results of the analysis, the price is proven to be the most influential marketing mix element with a coefficient value of 0.139: This result indicates that price is the most influential marketing mix element in forming the brand image of Fratelli coffee.
Meanwhile, promotion is an element with the lowest influence, with a coefficient value of 0.060: This result indicates that promotion is the least influential marketing mix element in forming the brand image of Fratelli coffee.

Marketing Mix Analysis

Product

High quality Fratelli coffee needs to be communicated more effectively so that consumers are aware of the value of the product. Innovations in products, such as new variants or attractive packaging, can also increase attractiveness. For example, Fratelli can introduce new coffee flavors or packaging designs that appeal to consumers.

Price

Appropriate price determination will provide a positive picture of the quality of the product. Educating consumers about the factors that affect prices, such as raw material sources or production processes, can be an effective strategy. For example, Fratelli can explain the high quality of its coffee beans and the care taken in the production process to justify the premium price.

Place

Strategic product distribution, including collaboration with various outlets or cafes, can increase brand visibility. Make sure Fratelli coffee is available in the right location will attract more customers. For example, Fratelli can partner with popular cafes or restaurants to increase its visibility and reach a wider audience.

Promotion

Using social media and collaboration with influencers can be an effective step to reach a wider audience. For example, Fratelli can create a social media campaign to promote its coffee and collaborate with influencers to reach a wider audience.

Conclusion

From the analysis conducted, it can be concluded that the development of Fratelli's coffee brand image is greatly influenced by the marketing mix element. The right strategy in prices, products, places, and promotions must be implemented simultaneously to achieve this goal. Building a strong brand image will not only increase sales, but also creates sustainable customer loyalty. Further research activities can deepen understanding of the dynamics of market and consumer preferences that are constantly changing.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve product communication: Fratelli should communicate the value of its high-quality coffee more effectively to consumers.
Develop a pricing strategy: Fratelli should develop a pricing strategy that justifies the premium price of its coffee.
Increase brand visibility: Fratelli should increase its brand visibility by partnering with popular cafes or restaurants.
Use social media and collaboration with influencers: Fratelli should use social media and collaborate with influencers to reach a wider audience.

By implementing these recommendations, Fratelli can develop a strong brand image and increase its sales and customer loyalty.

Q&A: Marketing Mix Coffee Fratelli Study

Q: What is the main objective of this study?

A: The main objective of this study is to formulate effective steps in building a strong brand image for Fratelli coffee by analyzing the factors that influence the brand image and evaluating the performance of each element in the marketing mix.

Q: What is the marketing mix, and how does it relate to brand image?

A: The marketing mix refers to the combination of four elements: product, price, place, and promotion. These elements play a significant role in forming the brand image of a product or service. In the context of Fratelli coffee, the marketing mix elements are analyzed to determine their influence on the brand image.

Q: What is the significance of brand image in marketing?

A: Brand image is the perception or image that consumers have on a brand, which affects the purchasing decision. A strong brand image can increase customer loyalty and distinguish products from competitors.

Q: What are the research purposes of this study?

A: The research purposes of this study are:

To analyze how much influence the marketing mix on the brand image of Fratelli coffee.
To evaluate the performance of each element in the marketing mix in forming a brand image.

Q: What is the research methodology used in this study?

A: The research methodology used in this study is non-probability sampling, with a sampling quota technique for data collection. The analysis process includes testing the instrument or questionnaire, classic assumption test, hypothesis testing, and making a regression model.

Q: What are the analysis results of this study?

A: The analysis results using SPSS version 17 software showed that:

The marketing mix contributed 87.80% to the formation of Fratelli's coffee brand image, while 12.20% was influenced by other factors.
The price is proven to be the most influential marketing mix element with a coefficient value of 0.139.
Promotion is an element with the lowest influence, with a coefficient value of 0.060.

Q: What are the recommendations of this study?

A: Based on the findings of this study, the following recommendations are made:

Improve product communication.
Develop a pricing strategy.
Increase brand visibility.
Use social media and collaboration with influencers.

Q: What are the implications of this study?

A: The implications of this study are that the development of Fratelli's coffee brand image is greatly influenced by the marketing mix element. The right strategy in prices, products, places, and promotions must be implemented simultaneously to achieve this goal. Building a strong brand image will not only increase sales, but also creates sustainable customer loyalty.

Q: What are the limitations of this study?

A: The limitations of this study are:

The study is limited to the analysis of the marketing mix elements and their influence on the brand image.
The study does not consider other factors that may influence the brand image, such as consumer behavior and market trends.

Q: What are the future research directions?

A: The future research directions are:

To conduct a more in-depth analysis of the marketing mix elements and their influence on the brand image.
To consider other factors that may influence the brand image, such as consumer behavior and market trends.
To develop a more comprehensive model of the brand image formation process.

By answering these questions, we hope to provide a better understanding of the marketing mix coffee Fratelli study and its implications for business and marketing practices.