IMAGE BRANDING STRATEGY OF TANDURIA ORGANIC FERTILIZER AND PESTICIDE PRODUCTS

Urban Farm DB summary

This qualitative case study analyzed Tanduria's branding strategy for its organic fertilizer and pesticide products, focusing on brand strength, uniqueness, and favorability. Through direct observations and in-depth interviews with Tanduria’s founders, the study found that the Indonesian urban farming platform successfully promotes its brand by emphasizing ease of use and environmental sustainability, particularly targeting the Millennial generation for home-based planting. This strategy effectively strengthens Tanduria's image as a modern, eco-friendly brand aligned with urban lifestyles.