Short Product Analysis :KOPI AROMASIPUT BULLS EYEsindikat paling imut but stilleyesyik
Background Some brands in Indonesia has survived for over than 20 years. These brands has survive through their own competitive advantage , whether it is their differentiation, cost leadership or focus that can make their brand to exist for over 20 years. One of the oldest brands in Indonesia is “Kopi Aroma”. Its
ProductInformation location : Store Jl. Banceuy no 51 BandungCategory :Ground and Whole coffeebean Coffee beans : Arabica and Robusta Uniqueness : Stored coffee beans for 5-8 years Positioning : “Kopi alami tanpa bahan kimia”
SWOT AnalysisStrength: The brand has high awareness widely Its uniqueness of storing the coffee beans for 5-8 years is hard to becopied Strategic location in the center of Bandung City. Kopi Aroma categorized in the niche market. Kopi Aroma has an affordable price The antiqueness of the machines and building is an attractiveness fortourist Weakness There isn’t much promotion or advertisement about “Kopi Aroma” from the company itself. The availability of the product is only in Bandung, Bali and Jakarta, and only in some supermarkets. Service for purchasing is in long time.
SWOT AnalysisOpportunity• Kopi Aroma can open its own café• Kopi Aroma can expand its manufacturing sizeand distribution channel nationally and internationally• Kopi Aroma can enrich the taste of coffee. Threat • The coffee beans suppliers can’t give the exact quality for Kopi Aroma needed. • There will be no one that can continue the business brand as the current owner can.
Competitive Situation Kopi aroma Kopi Warung Tinggi Kopi LuwakPrice 56.000/kg (Arabica) 80.000/kg (Robusta) 1.800.000 / kg(Rupiahs) 44.000/kg (Robusta) 120.000/kg (Arabica) (Arabica) 150.000/kg (Rajabica) 350.000/kg (Kopi Jantan) 450.000/kg (Excellence)Variation Arabica, Robusta Robusta, Arabica, Rajabica, Arabicaof Flavors Kopi Jantan, ExcellenceLocation Jakarta, Bandung, Jakarta Jakarta, Medan, Aceh BaliAvailability Limited Limited Limited
Marketing Mix Product : Ground coffee beans Arabica and Robusta Whole coffee beans Arabica and RobustaPlace: Price : Kopi Aroma Store Jl. Banceuy no.51 Arabika Rp.56.000 /kgBandung Robusta Rp. 44.000 Supermarkets in Bandung, Jakarta and /kgBaliPromotion: No self promotion from the “Kopi Aroma” Words of Mouth Article from SWA magazines, National GeographicChannel, Asian Food, foreign magazine, Reader’s Digest, etc Documentary film from national television channels. Tourist media
Problem DefinitionPotential Problem Main Problem1. The current positioning of the Does Kopi Aroma brand “Kopi Aroma” isn’t suitable for the product. The need promotion positioning should be revised. further than its2. Does Kopi Aroma need current promotion promotion further than its current promotion condition? condition?
AlternativesKopi Aroma :× doesn’t need to promote further than the currentcondition× should make a cyber community for promoting theproduct× should promote more to the supermarkets in big cities× should promote in media which tourists want to come to
One Solution and Contingency planOne SolutionKopi Aromadoesn’t need topromote furtherthan the currentconditionContingency planKopi Aromashould promotein media whichtourists want tocome to
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