Marketing Communication Strategies After the Covid 19 Pandemic in Food and Beverages Enterprise (Case Study in Kalis Donuts Yogyakarta)

Abstract

As a newly born developing micro small and medium enterprises (MSME) dessert restaurant chain, Kalis Donuts faced numerous challenges due to the restrictions imposed by the pandemic. It is known by the current facts that Kalis Donuts has grown and survived through the past Covid-19 pandemic and has even become one of the most popular culinary food destinations in Yogyakarta. Thus, this study aims to understand on what are the Kalis Donut marketing communication strategies implementation after the Covid-19 pandemic, what are the strategies that new, changing, modifying from the Covid-19 period with current situation. The research methodology involves a comprehensive analysis of primary and secondary data sources. Primary data collection is achieved through interviews with Kalis Donuts officials and customers, while secondary data is obtained in order to support primary data and it will be formed as Kalis Donuts reports, articles, and Kalis Donuts marketing communications during the pandemic. The findings aims to reveal the new marketing communication strategies implemented by Kalis Donuts after the Covid-19 pandemic which effectively employed various marketing communication strategies after the pandemic in order to engage with customers on this new normal transition.