Analisis Strategi Digital Marketing Kopi Kenangan Melalui Pendekatan RACE

Summary

Kopi Kenangan, founded in 2017, has become Southeast Asia's first F&B unicorn by revolutionizing the coffee business in Indonesia. With innovative strategies in market segmentation, targeting, and positioning, the brand focuses on high-quality, affordable coffee using cutting-edge technology. Their marketing mix includes aesthetic packaging, competitive pricing, and mobile apps for convenience. By engaging millennials and Gen Z through social media, influencer partnerships, and promotions, Kopi Kenangan has built a loyal customer base. This scalable business model, combined with strategic collaborations, has propelled the brand's rapid growth and market dominance.

Takeaways

• 😀 Kopi Kenangan, founded in 2017, has become Southeast Asia's first food and beverage unicorn company.
• 😀 The brand’s marketing strategy is built on segmentation, targeting, and positioning (STP) with a focus on the millennial and Gen Z demographic.
• 😀 Kopi Kenangan differentiates itself by being the only 'kopi kekinian' (modern coffee) chain with halal certification across Indonesia.
• 😀 The brand uses premium espresso machines from Italy, such as La Marzocco and Victoria Arduino, to ensure high-quality coffee.
• 😀 Kopi Kenangan employs a tech-driven approach, with stores designed for efficiency and the use of mobile apps for a seamless customer experience.
• 😀 The company offers affordable pricing, with coffee ranging from Rp 5,000 to Rp 42,000, targeting the lower-middle-income segment in Indonesia.
• 😀 Social media plays a crucial role in Kopi Kenangan's marketing strategy, with platforms like Instagram, TikTok, and Facebook used to reach and engage customers.
• 😀 Kopi Kenangan’s app has over 1.8 million active users, becoming one of Indonesia's most-used coffee apps, helping to build customer loyalty.
• 😀 The company’s promotional tactics include unique menu names, 'Buy One Get One' offers, and influencer partnerships to drive engagement and sales.
• 😀 Kopi Kenangan’s business model is scalable, allowing the brand to expand both within Indonesia and internationally, ensuring long-term sustainability.

Q & A

What makes Kopi Kenangan unique in the Indonesian coffee market?

Kopi Kenangan stands out in the Indonesian market by being the first food and beverage unicorn in Southeast Asia, with a focus on high-quality, halal-certified coffee, top-tier espresso machines, and a technology-driven business model, including a user-friendly app for ordering.

Who founded Kopi Kenangan and when?

Kopi Kenangan was founded in 2017 by Edward Tirtanata, Games Prananto, and Cynthia Khairunnisa.

How did Kopi Kenangan differentiate itself from its competitors?

Kopi Kenangan differentiates itself by offering halal-certified coffee, using high-end espresso machines like La Marzocco, and operating as a startup with a modern, tech-enabled approach rather than a traditional coffee shop model.

What is the target audience of Kopi Kenangan?

Kopi Kenangan primarily targets millennials and Gen Z, individuals aged 18 to 35, who are looking for affordable and high-quality coffee.

What strategies does Kopi Kenangan use for brand awareness?

Kopi Kenangan employs a variety of strategies, including market segmentation, influencer marketing, social media campaigns, and promotions such as Buy One Get One offers. They also use content like coffee-related cooking tutorials and educational videos to engage customers.

How does Kopi Kenangan utilize technology in its business model?

Kopi Kenangan uses technology in several ways, such as offering an app for ordering coffee, leveraging customer data for location-based decision making, and implementing a dynamic approach to customer segmentation through business intelligence.

What is the pricing strategy of Kopi Kenangan?

Kopi Kenangan’s pricing strategy is designed to cater to the lower-middle income segment in Indonesia, with prices ranging from IDR 5,000 to IDR 42,000 depending on the menu item.

What types of promotional activities does Kopi Kenangan use?

Kopi Kenangan promotes its brand through various channels, such as social media campaigns, influencer partnerships, and unique menu names. They also offer discounts, such as Buy One Get One promotions, and provide rewards through their loyalty programs.

How does Kopi Kenangan build customer loyalty?

Kopi Kenangan builds customer loyalty by offering promotions, conducting surveys to understand customer perceptions, and creating engaging content. They also reward repeat customers with discounts and special deals, such as cashback and limited-time offers.

What has been the financial impact of Kopi Kenangan's strategies?

Thanks to its innovative strategies, Kopi Kenangan achieved significant financial success, including USD 22.2 million in revenue and USD 400,000 in profit in 2019. The brand continues to see growth in both its revenue and market share.