Strategi Komunikasi Pemasaran dalam Meningkatkan Kesadaran Merek

(Studi Kasus Fivelements Retreat Bali)

Abstract

This study aims to analyze the marketing strategy implemented by Fivelements Retreat Bali in building brand awareness through the 7P marketing mix approach, which consists of product, price, place, promotion, people, process, and physical evidence. The background of this research is based on the rapid growth of the wellness tourism industry in Bali and the increasing competition among retreat service providers, which requires effective marketing strategies to strengthen brand awareness. This research uses a qualitative method with a descriptive approach. Data collection techniques were conducted through observation, interviews, and documentation related to the company’s marketing activities. The results of the study indicate that Fivelements Retreat Bali has implemented a fairly integrated marketing strategy through the seven elements of the marketing mix. The product and physical evidence elements become the main factors that differentiate the company from its competitors through the concept of a wellness retreat based on holistic healing and environmental sustainability. Meanwhile, the promotion element through digital media, along with service quality supported by professional people and well-organized processes, also strengthens the brand image among tourists who are interested in wellness tourism. Overall, the implementation of the 7P-based marketing strategy is considered effective in supporting the formation of brand awareness of Fivelements as an exclusive wellness retreat that offers a holistic experience for visitors.