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

Kopi Aroma Analysis

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Page 1: Kopi Aroma Analysis

Short Product Analysis :KOPI AROMA

SIPUT BULLS EYEsindikat paling imut but still eyesyik

Page 2: Kopi Aroma Analysis

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.

Page 3: Kopi Aroma Analysis

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”

Page 4: Kopi Aroma Analysis

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.

Page 5: Kopi Aroma Analysis

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.

Page 6: Kopi Aroma Analysis

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

Page 7: Kopi Aroma Analysis

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

Page 8: Kopi Aroma Analysis

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?

Page 9: Kopi Aroma Analysis

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

Page 10: Kopi Aroma Analysis

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

Page 11: Kopi Aroma Analysis

TERIMA KASIHTHANK YOU

DANKIEGRÀCIESBEDANKT

MERCIDANKEGRAZIE

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