YOTTA, Brand Lokal yang Mengglobal. Begini Kisah di Balik Kesuksesannya

Summary

This transcript presents an engaging conversation about Yota, a popular beverage company originating from Sulawesi, Indonesia. The regional manager, Muzawir Nurhate, discusses Yota's origins, starting as a student-led initiative in 2015, and its journey to opening 52 stores across Sulawesi. The company focuses on providing affordable, trendy drinks for students, with a special emphasis on eco-friendly practices and Sharia-based products. As Yota continues to expand, they prioritize customer satisfaction, offering a mobile app for easy ordering and promotions, while also exploring future national growth and potential IPO ambitions.

Takeaways

• 😀 Yota Indonesia was founded in 2015 by Mr. Adrian, a psychology alumnus, starting as a student-focused beverage business in the psychology faculty canteen.
• 😀 The brand's name 'Yota' originates from the combination of 'Yogurt' and 'Tape', traditional milk-based drinks, and also symbolizes encouragement inspired by Japanese culture.
• 😀 Yota has grown significantly, now operating 52 stores across various provinces in Sulawesi, including South, North, Southeast, and West Sulawesi.
• 😀 Yota’s mission is to inspire happiness through its products and marketing activities, with a primary target audience of students and young adults.
• 😀 The brand emphasizes affordability and trendy drinks for students, with popular products like Belgian chocolate drinks containing melted chocolate.
• 😀 Yota incorporates Sharia-based principles in its marketing and product offerings, ensuring halal compliance and respectful promotion strategies.
• 😀 The company promotes sustainability by using reusable packaging, goodie bags, and tumblers in response to single-use plastic bans.
• 😀 Yota engages customers through the Yoters mobile application, offering membership benefits, loyalty points, discounts, and convenient self-pickup or delivery services.
• 😀 The company prioritizes customer needs and experiences, tailoring products, marketing programs, and store layouts to enhance satisfaction and loyalty.
• 😀 Yota aims to first strengthen its brand presence in Sulawesi before pursuing national expansion, with long-term goals including becoming a national company and potentially pursuing an IPO.
• 😀 Enthusiasm and dedication are highlighted as key drivers behind Yota’s growth, starting from a small student initiative to a recognized regional brand.
• 😀 Special programs like 'Yota Barbar' focus on shared enjoyment with friends and family, reinforcing community engagement and customer interaction.

Q & A

What inspired the creation of Yota?

Yota was created to provide affordable and trendy beverages for students, addressing the lack of accessible options for students in 2015. The founder, a psychology alumnus, wanted to offer a solution to students who wanted to hang out or enjoy trendy drinks at affordable prices.

What is Yota's mission and vision?

Yota's vision is to inspire people to be happy through its products and activities. The company aims to create an atmosphere of joy and togetherness, especially among students, by offering beverages that cater to their needs and preferences.

How did Yota initially start its operations?

Yota started in 2015 with a small outlet at the psychology faculty canteen. The business began with a drink cart, participating in events before expanding to more permanent locations. Initially, it rented space in a tenant alongside other small businesses.

What is the significance of the name 'Yota'?

The name 'Yota' comes from the combination of 'Yogurt' and 'Tape' (a traditional fermented drink), representing the initial idea of creating a drink from milk and tape. Additionally, 'Yota' symbolizes encouragement, inspired by Japanese culture, which initially featured a sushi cart concept.

How has Yota evolved since its inception?

Yota has expanded from a small outlet in a university canteen to having 52 outlets across Sulawesi. The company’s growth was propelled by angel investors, strategic marketing efforts, and the launch of an app that helps maintain customer engagement and loyalty.

What are some unique features of Yota's products and services?

Yota offers a wide variety of products, including coffee, smoothies, and tea, to cater to different customer preferences. The company emphasizes eco-friendly initiatives, with reusable packaging and goodie bags to reduce single-use plastic waste. They also operate with a Sharia-compliant business model.

What initiatives does Yota have to engage with students?

Yota engages students through a loyalty program via the Yota app, offering discounts, membership days, and points that can be redeemed for products or merchandise. Yota’s marketing campaigns are also geared toward students by featuring influencers and tailoring products to student trends.

How does Yota handle competition in the beverage industry?

Despite the increasing competition in the beverage industry, Yota stays focused on its mission and unique identity. It differentiates itself through its Sharia-compliant products and services, eco-friendly initiatives, and by staying closely aligned with student needs and preferences.

What is Yota’s strategy for expansion?

Yota’s short-term strategy is to strengthen its presence within Sulawesi, particularly in Makassar, Goa, and surrounding areas. In the long term, the company aims to expand nationwide and potentially enter the IPO market once they have solidified their brand in the eastern regions of Indonesia.

How does Yota maintain customer loyalty?

Yota maintains customer loyalty through the Yota membership program, where members earn points with every purchase and enjoy exclusive benefits like discounts and special offers. The app further enhances customer experience by offering delivery, self-pickup options, and tailored promotions.