10 STEPS MARKETING PLAN FOR J.CO DONUTS CHANNE DE LUMEN 18 NOVEMBER 2012
DISCLAIMER:This 10 step Marketing Plan is part of the mandatory requirements of Prof.De Ungria’s Marketing Management class. The data included in this reportare based on publicly available data such as those on internet websites, news,package declarations, public reports. When appropriate data are “masked” soas not to create unexpected conflictsThe reports are posted and linked on slideshare, blogs, and facebook so thatthere is easier sharing among students from different marketing class.
STEPS 1 TO 5: “SHARING THE J.CO WAY” 1. J.CO donuts PTM are kids, teenagers to business people. 2. Mixed flavors of donuts for kids, teenagers or young professionals to enjoy while catching up with some friends or just unwinding from the busy work schedule. 3. They have the option to choose Krispy Kreme or Dunkin Donuts. 4. Elegant type of donut with a ,medium price. 5. Within a short span of 4years, J.CO has grown to 73 outlets in 15 cities in Indonesia. It recently began its foray into Malaysia, Singapore and in the Philippines they already opened three(3) branches and there would be two(2) more branches that will opened
STEPS 6 TO 10: “SHARING THE J.CO WAY” 6. Freshly made donuts with quirky flavor names such as Al Capone, Heaven Berry, and Oreology just to name a few. 7. J.CO donuts is priced at P42.00 per piece but if you buy by a dozen then it would only cost roughly at P26.00 per piece. 8. Uses Billboards, Internet, events, experience and word of mouth for promotion. 9. Found in South-East Asian countries such as Indonesia, Malaysia, Singapore and Philippines. 10. “ Sharing the J.CO way” – innovation of mixed flavored Donuts, that looks elegant with an affordable price.
1. J.CO PRIMARY TARGET MARKET (PTM) AREKIDS, TEENAGERS TO BUSINESS PEOPLE: o Demographics: • from age 4 and UP, for kids who can already enjoy donuts to business people as long as they are not prohibited by their medical conditions. • Class A,B and C o People who have sweet-tooth, sucker for sweets o For people who wants to relax and chit-chat with friends or unwinding after a days’ work.
2a. FOR KIDS, TEENAGERS OR BUSINESS PEOPLE WHO WANTS TO ENJOY OR UNWIND: I want to share with friendsI want to be full and satisfied
2b. J.CO PRIMARY TARGET MARKET (PTM)NEEDS, WANTS AND DEMANDS : o Needs: • J.CO is not “just” a donut but also something that will make you satisfy your hunger and cravings. o Wants: • It’s cool to hang out in J.CO with the very young and artistic vibe in their stores plus the free Wi-Fi while enjoying their gourmet donuts. o Demands: • Kids, teenagers and business people demands a relaxing time to just enjoy good foods with good friends.
3a. J.CO COMPETITORS: o Direct: • Krispy Kreme (originated in Nashville, Tennessee, Unites States), Dunkin Donuts (American global doughnut company based in Canton, Massachusetts). o Indirect • Other coffee shops and bake shops. o Variables: • Competitive price, age, lifestyle, variety of donuts, good ambiance, also offers variety of coffees and yogurt.
3c. J.CO UNIQUE COMPETITIVE MAP: FUNCTION J.CO KRISPY DUNKIN AL DONUTS KREME DONUTS BENEFITS Great taste Suits to wide range of taste/appetite Affordability Teen and yuppies niche market Attractive presentation
4. J.CO POSITION IN THE MARKET- ELEGANTDONUT WITH MEDIUM PRICE: o J.CO positions itself to be that “Elegant donut with a medium price.” o It serves the ABC market to be satisfied with a quality donut that tastes even better than it’s competitor who has been in the market for a much longer time. o Strategic location in major malls in the Metro.