Strategi Branding Berkonsep Otomotif pada Bisnis Ice Cream Service Bandung
DOI:
https://doi.org/10.29313/bcscm.v6i2.25753Keywords:
Strategi Branding, Branding, Food and BeverageAbstract
Abstract. The food and beverage (F&B) industry is highly competitive, requiring a strong branding strategy to create market differentiation. Ice Cream Service in Bandung presents a distinctive branding approach that merges the automotive and F&B industries to create a unique consumer experience. This study aims to examine how the branding strategy implemented by Ice Cream Service strengthens its brand identity and market positioning, focusing on its automotive-themed architecture, unique selling proposition, market segmentation, and the rationale behind adopting an automotive workshop concept as its brand identity. Using a constructivist paradigm and a qualitative case-study method, data were gathered through in-depth interviews with the owner and staff, observation, and documentation, and verified through source triangulation. Berger and Luckmann’s The Social Construction of Reality serves as the analytical framework for understanding how the brand identity is externalized, objectivated, and internalized by consumers. The findings show that the automotive-inspired interior and exterior design, distinctive product offerings such as automotive-themed flavors and packaging, community-based segmentation, and the owner’s personal passion collectively form a coherent and difficult-to-imitate brand identity, positioning Ice Cream Service as a lifestyle community hub for young automotive enthusiasts in Bandung.
Keywords: Branding, Brand Strategy, Brand Identity, Food and Beverage, Social Construction of Reality.
Abstrak. Industri food and beverage (F&B) merupakan sektor bisnis yang berkembang pesat dan sangat kompetitif, sehingga memerlukan strategi branding yang kuat untuk menciptakan diferensiasi di pasar. Ice Cream Service di Kota Bandung menghadirkan pendekatan branding yang unik dengan menggabungkan konsep otomotif dan produk es krim untuk menciptakan pengalaman konsumen yang berbeda. Penelitian ini bertujuan mengetahui bagaimana strategi branding yang diterapkan Ice Cream Service memperkuat identitas merek dan positioning di pasar, dengan berfokus pada desain arsitektur bertema bengkel otomotif, unique selling proposition (USP), segmentasi pasar, dan alasan pemilihan konsep bengkel otomotif sebagai identitas merek. Penelitian menggunakan paradigma konstruktivisme dengan metode kualitatif melalui pendekatan studi kasus. Data dikumpulkan melalui wawancara mendalam dengan pemilik dan staf, observasi, serta dokumentasi, dan diverifikasi melalui triangulasi sumber. Teori The Social Construction of Reality dari Berger dan Luckmann digunakan sebagai kerangka analisis untuk memahami bagaimana identitas merek dieksternalisasi, diobjektivasi, dan diinternalisasi oleh konsumen. Hasil penelitian menunjukkan bahwa desain interior dan eksterior bertema bengkel otomotif, keunikan produk seperti rasa dan kemasan bertema otomotif, segmentasi berbasis komunitas, serta passion pribadi pemilik secara bersama-sama membentuk identitas merek yang koheren dan sulit ditiru, sehingga memposisikan Ice Cream Service sebagai lifestyle community hub bagi anak muda pencinta otomotif di Kota Bandung.
Kata Kunci: Branding, Strategi Branding, Identitas Merek, Food and Beverage, Konstruksi Sosial Realitas.
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