Komunikasi Pemasaran Terintegrasi untuk Meningkatkan Kesadaran Merek Soto Kudus Pak Minto.

Background: The food and beverage (FnB) industry plays an important role in the global and local economy, especially in Indonesia, where this sector contributes significantly to the Gross Domestic Product (GDP). Soto Kudus Pak Minto is one of the players in this sector that faces competition challenges and declining profits amid the rapid growth of the FnB sector. Purpose: This research aims to analyze the internal and external conditions of Soto Kudus Pak Minto's business in order to formulate the right marketing strategy to increase brand awareness and competitiveness. Methods: This study uses a qualitative approach with in-depth interviews as the main data collection method. Thematic analysis and SWOT are used to analyze the business situation and map out the appropriate marketing strategy. The data collected was analyzed using Nvivo software. Results: The results of the study show that although Soto Kudus Pak Minto has an advantage in terms of authentic taste, they face several challenges, including stiff competition, rising operating costs, and lack of an integrated marketing strategy. Conclusion: The study recommends the implementation of an integrated marketing strategy (IMC) that leverages social media, collaboration with travel agents, and discount promotions to increase brand awareness and expand market share. This approach is expected to overcome existing challenges and increase the company's profitability. [ABSTRACT FROM AUTHOR]