Strategi Marketing Tuku Hingga Sukses Menjadi Brand Kopi Besar Di Indonesia - Part 1

Summary

The transcript follows the journey of Tio, the founder of Tuku Coffee, discussing his vision for the Indonesian coffee industry. He emphasizes the importance of not only growing his own brand but also expanding the coffee culture in Indonesia. Through Tuku Coffee, he aims to improve coffee consumption by offering high-quality, locally sourced coffee. Tio shares insights into the challenges of building a unique coffee brand, including the strategy of offering coffee at unconventional locations like gas stations. The conversation highlights the significance of understanding customer needs and adapting the business accordingly.

Takeaways

• 😀 Tuku was founded with the goal of not only growing as a brand but helping grow the entire coffee industry in Indonesia.
• 😀 Tuku's mission focuses on increasing coffee consumption in Indonesia and providing a sustainable and consistent market for coffee farmers.
• 😀 The founder, Tio Danu Prasetyo, has been involved in the coffee industry since 2008 and has extensive experience as a barista and business owner.
• 😀 Tuku aims to differentiate itself by offering local, high-quality coffee that is easily accessible, even through online ordering.
• 😀 The brand's name, 'Tuku', translates to 'buy' in Javanese, symbolizing the act of purchasing and consuming local coffee.
• 😀 Tuku has actively contributed to the rise of specialty coffee in Indonesia, which gained popularity between 2012 and 2015.
• 😀 Despite not drinking coffee every day, the founder's passion for coffee led to the creation of Tuku, with a deep connection to the local community.
• 😀 The unique positioning of Tuku's coffee shops, such as one located at a gas station, reflects the brand's creative approach to business expansion and attracting customers.
• 😀 Tuku emphasizes customer feedback and creates new products, like their signature iced coffee, based on consumer preferences.
• 😀 The founder's business strategy focuses on staying connected with customers, continually adjusting operations based on their feedback, and understanding market demand before expanding.

Q & A

What is Tio's vision for Tuku and the coffee industry in Indonesia?

Tio envisions Tuku not just as a coffee shop but as a key player in elevating the entire coffee industry in Indonesia. He wants to see both Tuku and the industry grow together, contributing to an increase in coffee consumption nationwide.

How did Tio get involved in the coffee industry?

Tio has been involved in the coffee industry since 2008 and founded Tuku in 2015. His passion for coffee grew over time, especially after his experience living in Melbourne, where he saw how local coffee shops could thrive.

Why did Tio choose to start Tuku in 2015?

Tio saw an opportunity in 2015 to bring quality Indonesian coffee to the forefront. He wanted to contribute to the specialty coffee movement in Indonesia, which was gaining momentum, and create a space for high-quality, locally sourced coffee.

How does Tuku differentiate itself from other coffee brands?

Tuku differentiates itself by focusing on consistency and customer feedback. It also emphasizes providing coffee in unconventional locations, such as gas stations, which creates a unique experience for customers.

What role do customer preferences play in Tuku's business model?

Customer preferences play a crucial role in Tuku's business. Tio listens closely to customer feedback, which has led to the development of new products and changes to the menu. Tuku’s approach is to respond to customer needs in real-time.

Why does Tio believe in buying coffee regularly from local farmers?

Tio believes that buying coffee consistently from local farmers helps support the Indonesian coffee industry. This approach ensures that farmers are continuously supported and that the coffee consumption cycle within the country remains strong.

How does Tio view the impact of Tuku on the local coffee culture?

Tio sees Tuku as a driving force in transforming the local coffee culture. He wants Tuku to be a model for how the Indonesian coffee industry can grow by making local coffee more accessible and popular while also educating consumers about the quality of Indonesian coffee.

What is Tio's stance on expansion for Tuku?

Tio is cautious about expansion. He believes in expanding when there is sufficient demand, which is why Tuku waits for customer requests before opening new locations. He focuses on creating a sustainable business model rather than rushing to grow too quickly.

What was the significance of Tuku opening a coffee shop at a gas station?

Opening a coffee shop at a gas station was a bold move by Tio to introduce coffee in an unconventional location. It was a way to make coffee more accessible to people who stop at gas stations, transforming a typical brief stop into a coffee experience.

How did Tio's own experience with coffee influence the development of Tuku?

Tio’s experience with coffee, including his time spent in Melbourne and his exploration of different coffee styles, influenced the development of Tuku. He wanted to bring a more refined and locally sourced coffee experience to Indonesia while also creating a welcoming environment for people to enjoy coffee.