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Vol. 3 No. 2 (2025): (Special Issue)
Articles

Proposed Marketing Strategy To Increase Brand Recognition In B2B Business (Case Study At PT Prima Sambara Persada)

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  • Arif Fahlevi,
  • Mohammad Toha
Arif Fahlevi
School of Business and Management, Institut Teknologi Bandung
Mohammad Toha
School of Business and Management, Institut Teknologi Bandung
DOI: https://doi.org/10.58229/jims.v3i2.344

Published 2025-06-02

Keywords

  • B2B Marketing,
  • Brand Recognition,
  • Fuzzy AHP,
  • Marketing Strategy,
  • STP Analysis

How to Cite

Fahlevi, A., & Toha, M. (2025). Proposed Marketing Strategy To Increase Brand Recognition In B2B Business (Case Study At PT Prima Sambara Persada). Journal Integration of Management Studies, 3(2), 227–240. https://doi.org/10.58229/jims.v3i2.344

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.

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