Analysis of Co-Branding Strategy to Improve Company's Competitive Power: Case Study on Walls Selection Oreo

摘要

The Co-Branding Strategy has been a choice since the 1980s. Co-Branding is a strategy chosen by at least 2 companies or 2 products to increase sales by combining 2 brands or more that were previously known by consumers. The purpose of this study is to find the effect of co-branding strategies that have been implemented, to find the brand equity value, and implementation of Co-Branding strategies in increasing company competitiveness between Walls Ice-cream and Oreo. Research methodology in this study use quantitative descriptive with EFE Matrix, IFE Matrix and SWOT Matrix analysis with the respondents background from with the chairman, marketing managers, customers, and experts from university lecturers with marketing management major. Result of the study from EFE and IFE Matrix, also SWOT Matrix are companies, products, market share, innovation and price available to support Co-Branding Strategy for Wall's Selection Oreo. Co-Branding Strategy on Walls and Oreo Products provides added value and increases competitiveness for both brands for the consumers who are the object of research.