Fundamental of Marketing

1. Intensive Bootcamp Digital Marketing
by @myskill.id
[Day 2 – Fundamental of Marketing]
Mini Portfolio :
Anisa Tri Wahyuni

2. Silahkan pilih satu brand yang teman-teman ketahui atau menggunakan
brand sendiri, lalu mulailah menganalisa brand tersebut dengan 4C
Diamond.
Mini Task

3. Background Summary
Kopi Soe is a coffee shop which established in 2018.
This shop is one of the coffeeshop with affordable price
in Indonesia. Kopi Soe also give the novelty of its ‘rum
regal’ beverages ; the mixtures of rum, milk and regal
biscuit.

4. Company
POD : Kopi Soe has 50 : 50 Beverages Varity, Rum Regal
Beverages, providing an old vibes themes from the coffee
POP : Few similar menu, Packaging, similar concept of snacks
Consumer
Age: M/F, 18-40 years old
Persona : Young Adult, Employee
Competitor
Direct Competitor
Starbuck
Fore
Kopi Kulo
Tuku
Janji Jiwa
Kopi Kenangan
Lain Hati
Indirect Competitor
Jco
Dunkin Donut
Chatime
Haus!
Meenum
Teh Indonesia
Change
Social – Culture
Habits of people who like to hangout after working
hours/college student after classes

5. Company
Point of Difference
Rum Regal Beverages
Rum Regal is the non coffee beverages which become the reccommended drink
among the customers.
50 : 50 Beverages Varity
Kopi Soe has 50 : 50 comparison in the menu, between coffee and non coffee
based. Therefore, it gives some non-coffee drinker more available options to
order.
Point of Parity
Few similar menu
Some of the menu in Kopi Soe are similar and with the other coffeeshop
(Chocolate, Kopi susu)
Packaging
The packaging designed pretty much similar (different logo, similar packaging
material)

6. Competitor
Direct Competitor
Starbuck
Fore
Kopi Kulo
Tuku
Janji Jiwa
Kopi Kenangan
Lain Hati
Indirect Competitor
Jco
Dunkin Donut
HAUS!
Menantea
Esteh
Chatime
Meenum

7. Consumer
Young Adult (18-25 years old)
Young Adult like College Students, will consider Kopi Soe is the
place for them to hang out, doing assignment together, or for a
date.
Employee (20-40 years old)
With the trend of WFH and WFA since pandemic happened, some
employee may find Kopi Soe that offer an affordable price of coffee
and comfortable place as destination /option to go while they are
working. They may also consider Kopi Soe as the place to recess
after working hours after pandemic has ended.

8. Change
Social-Culture
Young Adult and Young Professional/Employee enjoy coffee and
they have a habit to spend their time after work/ classed for
hanging out or gathering with their colleagues. This culture, added
by menu that specifically offered by Kopi Soe, will be the reason
that provide what people need : a place to talk and a good coffee.

9. Intensive Bootcamp Digital Marketing
by @myskill.id
@triw_1220
Anisa Tri Wahyuni
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