Kopi Aroma is an Indonesian coffee brand that has survived for over 20 years due to its competitive advantages. It stores its Arabica and Robusta coffee beans for 5-8 years, giving it a unique flavor. While it has a loyal customer base and favorable pricing, it relies primarily on word-of-mouth promotion and lacks a strong online/national presence. The document analyzes whether Kopi Aroma needs to promote further than its current condition to address this weakness and capitalize on opportunities for expansion.

1. Short Product Analysis :
KOPI AROMA
SIPUT BULLS EYE
sindikat paling imut but still
eyesyik

2. 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

3. Product
Information location :
Store
Jl. Banceuy no 51
Bandung
Category :
Ground and Whole coffee
bean
Coffee beans :
Arabica and
Robusta
Uniqueness :
Stored coffee beans for 5-8
years
Positioning :
“Kopi alami tanpa bahan
kimia”

4. SWOT Analysis
Strength:
 The brand has high awareness widely
 Its uniqueness of storing the coffee beans for 5-8 years is hard to be
copied
 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 for
tourist
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.

5. SWOT Analysis
Opportunity
• Kopi Aroma can open its own café
• Kopi Aroma can expand its manufacturing size
and
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.

6. Competitive Situation
Kopi aroma Kopi Warung Tinggi Kopi Luwak
Price 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, Arabica
of Flavors Kopi Jantan, Excellence
Location Jakarta, Bandung, Jakarta Jakarta, Medan, Aceh
Bali
Availability Limited Limited Limited

7. Marketing Mix
Product :
 Ground coffee beans Arabica and
Robusta
 Whole coffee beans Arabica and
Robusta
Place:
Price :
 Kopi Aroma Store Jl. Banceuy no.51
Arabika  Rp.56.000 /kg
Bandung
Robusta  Rp. 44.000
 Supermarkets in Bandung, Jakarta and
/kg
Bali
Promotion:
 No self promotion from the “Kopi Aroma”
 Words of Mouth
 Article from SWA magazines, National Geographic
Channel, Asian
Food, foreign magazine, Reader’s Digest, etc
 Documentary film from national television channels.
 Tourist media

8. Problem Definition
Potential Problem Main Problem
1. 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 its
2. Does Kopi Aroma need current promotion
promotion further than its
current promotion condition?
condition?

9. Alternatives
Kopi Aroma :
× doesn’t need to promote further than the current
condition
× should make a cyber community for promoting the
product
× should promote more to the supermarkets in big cities
× should promote in media which tourists want to come to

10. One Solution and Contingency
plan
One Solution
Kopi Aroma
doesn’t need to
promote further
than the current
condition
Contingency plan
Kopi Aroma
should promote
in media which
tourists want to
come to

11. TERIMA KASIH
THANK YOU
DANKIE
GRÀCIES
BEDANKT
MERCI
DANKE
GRAZIE
Cảm ơn bạn