Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Designing advertising strategies for the Armenti Coffee House
I. Sumargono & A.P. Ayu
Telkom University, Bandung, Indonesia
ABSTRACT: The Armenti Coffee House is one of the coffee shops in Bandung that has the
vision to make its coffee shop educational. Here, customers can deepen their insight into the coffee
as well as have the unique experience of making their own coffee while learning about coffee
processing. Based on the results of the interview analysis, the lack of maximum branding activity
makes the target audience unable to recognize Armenti as an educational coffee shop. Also, many
consumers want to learn about coffee, but Armenti is not their choice of places to study. This
research uses qualitative methods in collecting data, in the form of observation, interviews, and
literature study. The data obtained were analyzed using SWOT, AIO, and AISAS. The author makes
a series of branding and promotions with the theme “Ragam Literasi Rasa,” with the goal of
increasing awareness and recognition of The Armenti Coffee House.
Keywords: Armenti, branding, educative, promotion
1 INTRODUCTION
The Armenti Coffee House, established in Bandung in September 2018, is one of the small- and
medium-sized companies engaged in the coffee industry. Besides selling coffee, Armenti also has a
pleasant cafe atmosphere, a spacious, clean, and comfortable environment, excellent coffee quality,
and adequate coffee equipment, ranging from manual coffee machines to automatic ones. Along
with it serving third-wave coffee (high-quality coffee elevated to an art form) and supported by its
facilities, Armenti also hopes to create a coffee shop that is well known in the community as an
educational coffee shop.
Compared to other coffee shops, the Armenti Coffee House provides more experiences with
which customers can learn about the coffee-making process. It aims to educate the public to
know more about coffee. This unique experience is also supported by visual brand activation,
including logos and colors, as well as communication and non-visual behavior (Pamungkas 2018).
Unfortunately, due to lack of visual marketing such as slogans and mascots, the image of Armenti’s
coffee shop as an educative coffee shop is not yet formed. At the same time, according to Judisseno
(2019), creating good branding for consumers must be a provider of ideas and inspiration, as well
as a provider of experience. Besides, the existing brand strategy is still not optimal, so it does
not build a unique and valuable position in the minds of consumers. This is proved by the lack of
association of the Armenti Coffee House in the minds of consumers as an educative coffee shop.
Based on the results of the questionnaire and interview, many of the target audience of the
Armenti Coffee House cannot associate Armenti with being an educational coffee shop. This is
unfortunate, considering that many of the target audience want to learn and deepen their insights
about coffee, but do not know where to go, however Armenti is not a choice in their minds for that.
In designing this advertising strategy, maximum branding and promotion activations will be
carried out to increase brand equity in the category of the Armenti Coffee House brand association
and create a unique position in the minds of consumers.
Based on the background, the problem was formulated on how to design the right branding
strategy and promotion for the Armenti Coffee House. Issues that will be discussed in the design
DOI 10.1201/9781003193241-43
231
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Designing advertising strategies for the Armenti Coffee House
I. Sumargono & A.P. Ayu
Telkom University, Bandung, Indonesia
ABSTRACT: The Armenti Coffee House is one of the coffee shops in Bandung that has the
vision to make its coffee shop educational. Here, customers can deepen their insight into the coffee
as well as have the unique experience of making their own coffee while learning about coffee
processing. Based on the results of the interview analysis, the lack of maximum branding activity
makes the target audience unable to recognize Armenti as an educational coffee shop. Also, many
consumers want to learn about coffee, but Armenti is not their choice of places to study. This
research uses qualitative methods in collecting data, in the form of observation, interviews, and
literature study. The data obtained were analyzed using SWOT, AIO, and AISAS. The author makes
a series of branding and promotions with the theme “Ragam Literasi Rasa,” with the goal of
increasing awareness and recognition of The Armenti Coffee House.
Keywords: Armenti, branding, educative, promotion
1 INTRODUCTION
The Armenti Coffee House, established in Bandung in September 2018, is one of the small- and
medium-sized companies engaged in the coffee industry. Besides selling coffee, Armenti also has a
pleasant cafe atmosphere, a spacious, clean, and comfortable environment, excellent coffee quality,
and adequate coffee equipment, ranging from manual coffee machines to automatic ones. Along
with it serving third-wave coffee (high-quality coffee elevated to an art form) and supported by its
facilities, Armenti also hopes to create a coffee shop that is well known in the community as an
educational coffee shop.
Compared to other coffee shops, the Armenti Coffee House provides more experiences with
which customers can learn about the coffee-making process. It aims to educate the public to
know more about coffee. This unique experience is also supported by visual brand activation,
including logos and colors, as well as communication and non-visual behavior (Pamungkas 2018).
Unfortunately, due to lack of visual marketing such as slogans and mascots, the image of Armenti’s
coffee shop as an educative coffee shop is not yet formed. At the same time, according to Judisseno
(2019), creating good branding for consumers must be a provider of ideas and inspiration, as well
as a provider of experience. Besides, the existing brand strategy is still not optimal, so it does
not build a unique and valuable position in the minds of consumers. This is proved by the lack of
association of the Armenti Coffee House in the minds of consumers as an educative coffee shop.
Based on the results of the questionnaire and interview, many of the target audience of the
Armenti Coffee House cannot associate Armenti with being an educational coffee shop. This is
unfortunate, considering that many of the target audience want to learn and deepen their insights
about coffee, but do not know where to go, however Armenti is not a choice in their minds for that.
In designing this advertising strategy, maximum branding and promotion activations will be
carried out to increase brand equity in the category of the Armenti Coffee House brand association
and create a unique position in the minds of consumers.
Based on the background, the problem was formulated on how to design the right branding
strategy and promotion for the Armenti Coffee House. Issues that will be discussed in the design
DOI 10.1201/9781003193241-43
231