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Short Product Analysis :KOPI AROMA
SIPUT BULLS EYEsindikat paling imut but still eyesyik
BackgroundSome 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 age has come to 81 years in 2011.
Product InformationStore location :
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”
SWOT AnalysisStrength: 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.
SWOT AnalysisOpportunity• 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.
Competitive SituationKopi aroma Kopi Warung Tinggi Kopi Luwak
Price (Rupiahs)
56.000/kg (Arabica) 44.000/kg (Robusta)
80.000/kg (Robusta) 120.000/kg (Arabica) 150.000/kg (Rajabica) 350.000/kg (Kopi Jantan)450.000/kg (Excellence)
1.800.000 / kg (Arabica)
Variation of Flavors
Arabica, Robusta Robusta, Arabica, Rajabica, Kopi Jantan, Excellence
Arabica
Location Jakarta, Bandung, Bali
Jakarta Jakarta, Medan, Aceh
Availability
Limited Limited Limited
Marketing MixProduct :
Ground coffee beans Arabica and Robusta Whole coffee beans Arabica and Robusta Price :
Arabika Rp.56.000 /kgRobusta Rp. 44.000 /kg
Place: Kopi Aroma Store Jl. Banceuy no.51 Bandung Supermarkets in Bandung, Jakarta and BaliPromotion: 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
Problem DefinitionMain
ProblemDoes Kopi Aroma need promotion further than its
current promotion condition?
Potential Problem1. The current positioning of
the brand “Kopi Aroma” isn’t suitable for the product. The positioning should be revised.
2. Does Kopi Aroma need promotion further than its current promotion condition?
AlternativesKopi 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
One Solution and Contingency plan
One SolutionKopi Aroma doesn’t need to promote further than the current conditionContingency planKopi Aroma should promote in media which tourists want to come to
TERIMA KASIHTHANK YOU
DANKIEGRÀCIESBEDANKT
MERCIDANKEGRAZIE
Cảm ơn bạn
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