This Group Field Project aims at auditing and examining the obstacles in details that make the growth of PESONA Brand less competitive even though it saw a wide and potential market in Indonesia. The finding of the Brand Audit shows that PESONA does not understand the online signature local culinary market as a whole, mainly the market behavior that needs to be understood explicitly. The Brand Audit using the ethnographic approach helps PESONA understand the needs, likes and dislikes of consumers on this service holistically. The audit resulted in a more concrete description of regarding the segmentation of signature culinary delivery service and the responses of consumers on PESONA service and its products. One recommendation obtained from this study is to overhaul the STP (Segmentation, Targeting and Positioning) strategy that is now limited to consumer demography to become STP based on needs and consumer behavior leading to a more focused, effective, and efficient activities of PESONA in the future.

Supervisor: Amalia E. Maulana