Brand Advertising

Brand Analysis
By

Tristan Kaban

1601203144

DK 44 INT

VISUAL COMMUNICATION DESIGN PROGRAM

FACULTY OF CREATIVE INDUSTRIES

TELKOM UNIVERSITY
 Strategy Promotion Planning to Strenghten the
Positioning of On The Way Sushi (OTW Sushi)
Brand in Bandung

Product Identification

 About the product & brand

OTW Sushi is a sushi brand based in Bandung that provides 130 varieties
of sushi menu that was made from fresh and high quality ingredients with
cheap price

 Target audience
The target that OTW Sushi brand tried to reach are audiences and
consumer that have interest in the culinary field, especially Japanese
cuisine. With target audeinces ranging from college student and employee
from the age of 20 to 30 that love culinary and wanting to explore new
things with middle class lifestyle and lives in Bandung.

 Product USP
One of the Sushi UMKM that provides quality ingredients and offered
affordable prices with 130 variations of menu.
OTW Sushi Message and Tagline

 OTW Sushi message

The message that was tried to be conveyed from this advertisement is to
promote and established OTW Sushi brand position in the sushi food
market at Bandung as a UMKM that provide 130 varieties of sushi with
fresh ingredients and cheap price.

o What To Say
Wanting to tell the mass public about the advantages of
OTW Sushi product. That On The Way Sushi is a sushi
made of quality ingredients and affordable price.

o Tagline
The tagline of OTW Sushi product is “A Good Price,
Good Food”. The product from On The Way Sushi are
consist of sushi with high quality ingredients and high
nutrition that have variations of menu but with affordable
prices, because healthy food doesn’t need to be expensive.
 Big Idea
Holding a workshop event named “Sushi Season”. This event will be held
at one of OTW Sushi branch in Rancabolang. This event will be an annual
event held once every year with the aim to gives consumer chance to
explore furthermore on the making of sushi itself, learning informations
about sushi, dan to also gives information on the benefits from the product
of OTW Sushi. This event workshop will be held 8 times for the full
month of August or twice per week.

There will also be challenges held for consumer to then upload on social
media with the winner of these challenges receiving voucher that were
valid for 1 month. But on other months there’ll also be sushi season with
different promotion activity each month.
o How To Say
The type of strategy used are Integrated Promotional
Campaign and Public Live Event with the use of outdoor
media and social media. Examples of these strategies are
the event workshop “Sushi Season” and promotion using
instagram.

The goal for this is to increase the number of consumers

significantly and creating the appropriate creative media
communication strategy so that the messages in there can
be delivered to the intended target audience. Plannings
starts from poser, banner, tiktok content, holding events
and also promotion through social media.

o AISAS
1. Attention
The media used consists of poster, banner and
instagram story with the communication strategist
being informative persuasive. Media placements are
on instagram, main streets at Bandung, and 3
branches of OTW Sushi.
2. Interest
The media made are tiktok videos and instagram
reels using informative persuasive communication
strategy. Platfrom used are Instagram and TikTok.
3. Search
Using the instagram feed system for consumer to
search for the brand.
4. Action
Holding events and providing vending machine as
informative communication strategy . With
placement of these media on OTW Sushi branch at
Rancabolang branch.
5. Share
To increase engagement and shared informations on
social media, OTW Sushi used instagram story filter
to net audiences from consumers that have tried the
product.
 Conclusion & Self Opinion of the Product Advertisement

From what I’ve gathered I can conclude that the research had been done right and
thorough with a definite goal accompanied with precision way of marketing the
product to the mass audience. My only critism is that I believe it can attract more
target audiences. More than the aim of 20-30 years old consumer. I believe this
sushi brand can also target older generations as nowadays older generation also
used social media and they also liked to try something new. The brand can may
add more advertising in facebook to attract older people and to get partnership
with online food delivery service so that it can be promoted on the headline of
online food services for example GoFood, so that when people wanted to order
food, they will be first shown the product from OTW Sushi as headline and
suggestion.