With the growing fast moving consumer goods (FMCG) segment in Indonesia, bread consumption is a smart alternative to daily needs behind rice. Since the development of lifestyle, and modern retail coming to Indonesia, ready to consume (RTC) products in stores are becoming an increasing trend. The increasing growth over the years in the bread industry needs to be capitalized for competition among primary consumption such as rice and noodles. In the modern marketing era, more and more developments to reaching customers have evolved through technology ranging from digital medias to advanced word of mouth campaigns. These different techniques are a staple to increasing brand awareness, brand image, customer loyalty and others. Thus to excel in the modern market, Le Gitt as a brand has to implement different techniques to engage and increase sales with techniques such as STP (Segmentation, Targeting, Positioning) model, SWOT analysis, and marketing/promotional mix.

Supervisor: Rifa Zahirsjah