Proposed Marketing Strategy To Increase Brand Recognition In B2B Business (Case Study At PT Prima Sambara Persada)
Article Sidebar
Main Article Content
Abstract
The fast growth of the FMCG industry in Indonesia has opened up new markets for B2B raw material suppliers like PT Prima Sambara Persada (PT PSP), a spice supplier in Jakarta. Despite operating well and having important certifications, PT PSP faces problems with being well-known in the B2B food manufacturing industry. This paper suggests a marketing approach to raise the company’s brand awareness by studying internal and external conditions. A qualitative research method combines Segmenting, Targeting, and Positioning (STP), the expanded marketing mix (7Ps), and PESTEL analysis. The fuzzy analytical hierarchy process (FAHP) ranks customer demands based on interview information from relevant B2B clients. The purpose of performing a SWOT analysis is to review the strategy to check its alignment with goals. Research shows that PT PSP’s main strengths are making custom spice blends, ensuring food is safe and certified as halal, and adapting logistics. The heavy use of direct marketing and word-of-mouth referrals does not allow it to reach new audiences. According to the FAHP analysis, customers pay the most attention to product specifications, certification, and the location of the supplier. From the segmentation findings, the company chose a customer group that values supplier location over cost, which lets them steer clear of price competition. As part of the strategy, we propose reaching more people by entering digital B2B markets, boosting our website, and engaging directly with attendees at trade events. It helps apply integrated marketing approaches in the B2B spice distribution industry.
Article Details
References
Abdeen, F. N., Gunatilaka, R. N., Sepasgozar, S. M. E., & Edwards, D. J. (2022). The Usability of a Novel Mobile Augmented Reality Application for Excavation Process Considering Safety and Productivity in Construction. Construction Innovation, 24(4), 892–911. https://doi.org/10.1108/ci-07-2022-0168
Abratt, R., & Kleyn, N. (2023). The Conscientious Corporate Brand: Definition, Operationalization and Application in a B2B Context. Journal of Business and Industrial Marketing, 38(10), 2122–2133. https://doi.org/10.1108/jbim-10-2021-0468
Aungkulanon, P., Atthirawong, W., Luangpaiboon, P., & Chanpuypetch, W. (2024). Navigating Supply Chain Resilience: A Hybrid Approach to Agri-Food Supplier Selection. Mathematics, 12(10), 1598. https://doi.org/10.3390/math12101598
Ayunda, S. E., & Harsoyo, T. D. (2024). The Influence of Halal Certification, Halal Awareness, and Product Quality on Buying Interest in Halal Cosmetic Products for the Local Brand Make Over. Jurnal Ilmiah Manajemen Kesatuan, 12(3), 743–752. https://doi.org/10.37641/jimkes.v12i3.2543
Bas, S. A. (2024). A Hybrid Approach Based on Consensus Decision Making for Green Supplier Selection in Automotive Industry. Sustainability, 16(7), 3096. https://doi.org/10.3390/su16073096
Bhuiyan, M. A., Zhang, Q., Wu, X., Rahman, M. K., & Khare, V. (2023). Does Good Governance Promote Sustainable Tourism? A Systematic Review of PESTEL Analysis. Sn Business & Economics, 3(1). https://doi.org/10.1007/s43546-022-00408-x
Bitoun, R. E., David, G., & Devillers, R. (2022). Strategic Use of Ecosystem Services and Co‐benefits for Sustainable Development Goals. Sustainable Development, 31(3), 1296–1310. https://doi.org/10.1002/sd.2448
Boiko, N. (2023). Modern Strategy and Tactics Development Algorithm of Internet Marketing on the B2B Market. Economics of Development, 22(1). https://doi.org/10.57111/econ/1.2023.50
Fachrurazi, F., Silalahi, S. A. F., Hariyadi, H., & Fahham, A. M. (2022). Building Halal Industry in Indonesia: The Role of Electronic Word of Mouth to Strengthen the Halal Brand Image. Journal of Islamic Marketing, 14(8), 2109–2129. https://doi.org/10.1108/jima-09-2021-0289
Fahira, A., & Djamaludin, M. D. (2023). The Influence of Brand Trust and Satisfaction Towards Consumer Loyalty of a Local Cosmetic Products Brand X Among Generation Z. Journal of Consumer Sciences, 8(1), 27–44. https://doi.org/10.29244/jcs.8.1.27-44
Faisal, A., Adzharuddin, N. A., & Yusof, R. N. R. (2024). The Nexus Between Advertising and Trust: Conceptual Review in the Context of Halal Food, Malaysia. International Journal of Academic Research in Business and Social Sciences, 14(1). https://doi.org/10.6007/ijarbss/v14-i1/19718
Fauzi, M. A., Ali, N. S. M., Russ, N. M., Mohamad, F., Battour, M., & Zaki, N. N. M. (2024). Halal Certification in Food Products: Science Mapping of Present and Future Trends. Journal of Islamic Marketing, 15(12), 3564–3580. https://doi.org/10.1108/jima-12-2023-0407
Flores, M. J. P., & Díaz, I. M. R. (2023). Online Reputation for Food Sector Exporters in the B2B Context: The Importance of Sustainability. Foods, 12(20), 3862. https://doi.org/10.3390/foods12203862
Garner, B., & Mady, A. (2023). Social Media Branding in the Food Industry: Comparing B2B and B2C Companies’ Use of Sustainability Messaging on Twitter. Journal of Business and Industrial Marketing, 38(11), 2485–2504. https://doi.org/10.1108/jbim-09-2022-0418
Geng, Y., Alshahrani, R., & Mujlid, H. (2025). Enhancing Foreign Language Learning Through Social Media Applications: A Fuzzy Analytic Hierarchy Process Approach. European Journal of Education, 60(1). https://doi.org/10.1111/ejed.70057
Hayes, Ó., & Kelliher, F. (2024). The Role of Social Media Data in Enhancing B2B Omni-Channel Marketing Efforts in Small Businesses. Journal of Small Business and Enterprise Development, 32(1), 151–172. https://doi.org/10.1108/jsbed-02-2023-0051
Hu, L. (2022). The PPE Industry in Italy During COVID-19: Supply Chain Disruption and the Adoption of Digital and Social Media in B2B Firms. Journal of Business and Industrial Marketing, 37(10), 2050–2063. https://doi.org/10.1108/jbim-01-2021-0005
Hu, L., & Olivieri, M. (2022). The Acceleration of Digital Communications in the Durable Goods Industry. A Study on White Goods Firms After COVID-19. Journal of Business and Industrial Marketing, 38(7), 1465–1478. https://doi.org/10.1108/jbim-09-2021-0422
Jeromina, P. F. J. X. P. (2024). Analyzing the Influence of Social Media Marketing Strategies on Consumer Purchase Intentions Mediated by Trust. Jier, 4(3). https://doi.org/10.52783/jier.v4i3.1696
Jiagui, L., & Lam, J. F. I. (2024). Macao’s Academic Book Publishing Industry: A SWOT and PEST Analysis. Learned Publishing, 37(2), 98–108. https://doi.org/10.1002/leap.1598
Kalra, A., Itani, O. S., & Rostami, A. (2023). Can Salespeople Use Social Media to Enhance Brand Awareness and Sales Performance? The Role of Manager Empowerment and Creativity. Journal of Business and Industrial Marketing, 38(8), 1738–1753. https://doi.org/10.1108/jbim-01-2022-0056
Kittur, P., & Chatterjee, S. (2023). Role of B2B Reliance and Brand Image in Reducing Risk Perceptions: A Serial Mediation Model. European Journal of Marketing, 57(4), 1068–1098. https://doi.org/10.1108/ejm-05-2022-0362
Kittur, P., Chatterjee, S., & Upadhyay, A. (2022). Antecedents and Consequences of Reliance in the Context of B2B Brand Image. Journal of Business and Industrial Marketing, 38(1), 102–117. https://doi.org/10.1108/jbim-05-2021-0263
Kusuma, A. R., Syarief, R., Ekananta, A., & Sukmawati, A. (2023). Scenario Planning of Digital Transformation in Indonesia’s Fast-Moving Consumer Goods Sales Organization: Uncertainties and Possibilities. The Winners, 24(2), 83–96. https://doi.org/10.21512/tw.v24i2.10401
Laitinen, J., Katko, T. S., Hukka, J. J., Juuti, P., & Juuti, R. P. (2022). Governance and Practices for Achieving Sustainable and Resilient Urban Water Services. Water, 14(13), 2009. https://doi.org/10.3390/w14132009
Leniwati, D., Leniwati, D., Prasetyo, A., Juanda, A., Afrizal, F., & Jati, A. W. (2024). Sustainable Strive: Holistic Exploration of CSR Through Economic, Environmental, and Social Lenses. Kompartemen Jurnal Ilmiah Akuntansi, 22(2), 273. https://doi.org/10.30595/kompartemen.v22i2.23741
Lestari, S., Bakhtiar, A., & Suliantoro, H. (2023). Green Marketing and Intention to Buy Green Product: Systematic Literature Review. Spektrum Industri, 21(1), 75–84. https://doi.org/10.12928/si.v21i1.103
Lianto, T. J., & Harianto, E. (2024). The Influence of Product Quality, Event Marketing, and Word-of-mouth on Repurchase Intention Mediated by Purchase Decision. Dinasti International Journal of Education Management and Social Science, 5(6), 1886–1897. https://doi.org/10.38035/dijemss.v5i6.2915
Mallouppas, G., Yfantis, E. A., Ioannou, C., Paradeisiotis, A., & Ktoris, A. (2023). Application of Biogas and Biomethane as Maritime Fuels: A Review of Research, Technology Development, Innovation Proposals, and Market Potentials. Energies, 16(4), 2066. https://doi.org/10.3390/en16042066
Moi, L., & Cabiddu, F. (2022). Navigating a Global Pandemic Crisis Through Marketing Agility: Evidence From Italian B2B Firms. Journal of Business and Industrial Marketing, 37(10), 2022–2035. https://doi.org/10.1108/jbim-01-2021-0034
Muhammad, T., & Yakasai, M. U. (2022). The Impact of Islamic Finance Towards Halal Product Development and Patronising Halal Smes in Nigeria. International Journal of Islamic Business & Management, 31–43. https://doi.org/10.46281/ijibm.v6i1.1902
Muhnidin, A., & Pinem, R. K. B. (2024). The Role of Halal Certification and Brand Image in Increasing Consumer Trust (Case Study of MSMEs Crispy Masjef Bananas). Journal La Bisecoman, 5(2), 201–209. https://doi.org/10.37899/journallabisecoman.v5i2.1208
Mujianto, M., Hartoyo, H., Nurmalina, R., & Yusuf, E. Z. (2022). Strategies for Increasing Traditional Retail Stall Loyalty to Suppliers in the Era of Digital Transformation. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.8.3.452
Mulyadi, T., Hasyim, M., Olimsar, F., Hanadwiputra, S., Diawati, P., & Suhartina, R. (2023). Halal Logo Branding to Attract Muslim Tourists. International Journal of Professional Business Review, 8(7), e01372. https://doi.org/10.26668/businessreview/2023.v8i7.1372
Nguyen, G. T. T. (2025). Bridging Functionality and Emotion: The Role of Brand Image in Cultivating Loyalty Among Logistics Partners Through Brand Love and Engagement in Vietnam’s B2B Sector. Journal of Business and Industrial Marketing. https://doi.org/10.1108/jbim-08-2024-0609
Niu, Z. (2024). Risk and Opportunity of Diageo: PESTEL and SWOT Analysis. Fe, 1(9). https://doi.org/10.61173/wdw94h39
Oemar, H., Prasetyaningsih, E., Bakar, S. Z. A., Djamaludin, D., & Septiani, A. (2022). Awareness and Intention to Register Halal Certification of Micro and Small-Scale Food Enterprises. F1000research, 11, 170. https://doi.org/10.12688/f1000research.75968.3
Ponkavi, E., & Saraswathy, C. (2024). Impact of Digital Advertising on Brand Visibility in B2B at Petrocoat Speciality Chemical Private Limited. Comfin Research, 12(S1-May), 57–64. https://doi.org/10.34293/commerce.v12is1-may.7810
Ramos, M. A. (2024). The Patterns of the Past and Future Agenda in International Branding: A Literature Review. Review of International Business and Strategy, 34(2), 311–339. https://doi.org/10.1108/ribs-06-2023-0067
Rane, N. L., & Choudhary, S. (2023). Fuzzy AHP and Fuzzy TOPSIS as an Effective and Powerful Multi-Criteria Decision-Making (MCDM) Method for Subjective Judgements in Selection Process. International Research Journal of Modernization in Engineering Technology and Science. https://doi.org/10.56726/irjmets36629
Rudi, J. R., Mubarok, D. H., Ar-Rasyi, H. H. A., Rahayu, W. P., & Dewi, T. S. (2024). B2B Marketing Communication Strategies in Increasing Sales: A Systematic Literature Review. International Journal of Business Law and Education, 5(2), 1543–1550. https://doi.org/10.56442/ijble.v5i2.600
Sayal, A., & Banerjee, S. (2022). Factors Influence Performance of B2B SMEs of Emerging Economies: View of Owner-Manager. Journal of Research in Marketing and Entrepreneurship, 24(1), 112–140. https://doi.org/10.1108/jrme-06-2020-0082
Sethi, A. R., Dash, S., Mishra, A., & Cyr, D. (2023). Role of Community Trust in Driving Brand Loyalty in Large Online B2B Communities. Journal of Business and Industrial Marketing, 39(2), 256–272. https://doi.org/10.1108/jbim-10-2022-0469
Silitonga, R. Y. H., & Rizky, B. (2022). Proposed SWOT Strategy With Attention to the Managerial Innovation Level. Journal of Novel Engineering Science and Technology, 1(01), 1–8. https://doi.org/10.56741/jnest.v1i01.54
Singh, S., Gandhi, M. L., Kar, A. K., & Tikkiwal, V. A. (2023). How Should B2B Firms Create Image Content for High Social Media Engagement? A multimodal Analysis. Industrial Management & Data Systems, 123(7), 1961–1981. https://doi.org/10.1108/imds-08-2022-0470
Sudirjo, F., Kushariyadi, K., Mustafa, F., Osman, I., & Kusnadi, I. H. (2024). Analysis of the Effectiveness of Integrated Customer Relationship Management Strategy Implementation on Loyalty of National Logistics Company Customers. Jurnal Informasi Dan Teknologi, 223–228. https://doi.org/10.60083/jidt.v6i1.503
Susilo, D., Mendoza, C. M. T., & Khan, M. A. (2023). Sustainability in Industry: The Lack of Implementation Running in the FMCG Industry. Jurnal Ekonomi Dan Bisnis Digital, 2(2), 461–476. https://doi.org/10.55927/ministal.v2i2.3850
Tran, D., Broeckhoven, I., Hung, Y., My, N. H., Steur, H. D., & Verbeke, W. (2022). Willingness to Pay for Food Labelling Schemes in Vietnam: A Choice Experiment on Water Spinach. Foods, 11(5), 722. https://doi.org/10.3390/foods11050722
Wahyuningsih, R., Suharsono, A., & Iriawan, N. (2023). Comparison of Market Basket Analysis Method Using Apriori Algorithm, Frequent Pattern Growth (Fp- Growth), and Equivalence Class Transformation (Eclat) (Case Study: Supermarket “X” Transaction Data for 2021). Business and Finance Journal, 8(2), 192–201. https://doi.org/10.33086/bfj.v8i2.5226
Wang, C., Nguyen, N.-A.-T., & Dang, T. (2022). Offshore Wind Power Station (OWPS) Site Selection Using a Two-Stage McDM-based Spherical Fuzzy Set Approach. Scientific Reports, 12(1). https://doi.org/10.1038/s41598-022-08257-2
Yuswadi, M. R. A., & Soekarno, S. (2024). Digital Transformation and Corporate Valuation: Unveiling the Influence of Digital Maturity in Stocks Return in Indonesian FMCG Industry. International Journal of Current Science Research and Review, 07(06). https://doi.org/10.47191/ijcsrr/v7-i6-106