ABSTRACT
The increasing number of companies from various industries usually supports the economic growth of a country. One of them is the culinary industry, which contributes enough funds to state revenue. Mentailovers is one of the businesses included in the culinary industry. Mentailovers only uses Instagram ads as a promotion tool. The limitations of promotional media make Mentailovers unknown to many people. The external analysis will be carried out using consumer analysis by distributing questionnaires, while the internal analysis will be using STP analysis. After that, the researcher breaks down the root cause using Fishbone. Using a brand mapping strategy, a new company can create personal branding for their own business. The solution is to create a new market segment and make a referral program that is expected to increase brand awareness, make innovative products, and increase engagement with consumers through attractive photos.
