Penerapan Strategi 5P di Brand Kopi Kenangan & Starbucks - Market Think 142

Summary

The video delves into the competitive coffee shop industry in Indonesia, highlighting key players like Tomoro, Kenangan, and Starbucks. It explores their unique strategies across product offerings, pricing, promotion, and place. Tomoro stands out for its rapid expansion and targeting of office spaces, while Kenangan uses quirky marketing tactics and collaborations with other brands. Starbucks, a global leader, emphasizes its premium brand image through consistent design, innovation, and customer engagement. Despite the market being saturated, the video emphasizes how brands can differentiate themselves by leveraging smart strategies and staying relevant to their audience.

Takeaways

• 😀 Coffee shop businesses in Indonesia are thriving, with intense competition, but brands are still finding ways to win in a red ocean market.
• 😀 Coffee's cultural significance in Indonesia, as one of the best coffee producers globally, makes coffee shops a profitable and sustainable business.
• 😀 Coffee has addictive qualities, leading consumers to drink more regularly, which boosts sales and customer loyalty for coffee shops.
• 😀 The high profit margins in the coffee shop business, ranging from 8% to 35%, make it an attractive investment.
• 😀 Coffee shops benefit from group consumption, where customers typically visit in groups rather than alone, driving more traffic and sales.
• 😀 Tomoro's success is attributed to its strategic placement in high-traffic areas and its focus on rapid expansion.
• 😀 Kopi Kenangan uses a creative marketing strategy with names tied to romance and nostalgia, distinguishing it from other brands and creating buzz.
• 😀 Kenangan’s price range is slightly higher than Tomoro’s but still in the affordable range, appealing to middle-income consumers.
• 😀 Starbucks is a pioneer in the modern coffee shop concept, offering a wide range of beverages and creating a space for people to socialize while enjoying their coffee.
• 😀 Starbucks has a premium brand image, reinforced by its pricing strategy and consistent global presence, and it excels in product innovation and customization options for customers.

Q & A

Why is the coffee shop business considered appealing despite intense competition?

The coffee shop business remains appealing because of several factors: coffee is a cultural staple in Indonesia, the cost to set up a coffee shop is relatively low due to domestic coffee production, and the addictive effects of coffee drive regular consumption. Additionally, profit margins are high, and coffee is often consumed in groups, leading to more potential customers.

What are the key strengths of Tomoro's business strategy?

Tomoro’s strengths include its rapid expansion, focusing on strategic locations like office areas to capture busy professionals. The brand is highly efficient, creating outlets that are small but cost-effective. They also leverage customer data through their app to improve their offerings.

How does Kenangan differentiate itself in terms of product naming and promotions?

Kenangan has used creative and trendy product names linked to themes of romance, like 'Kopi Kenangan Mantan,' to stand out in a crowded market. These catchy names helped create a unique identity, although they may not resonate with all segments of the audience.

What is Kenangan’s strategy for distribution and expansion?

Kenangan’s expansion strategy involves aggressive growth, with hundreds of outlets even internationally, like in Malaysia. They also collaborate with other brands to share retail space, thereby cutting costs and expanding reach in key locations.

What makes Starbucks a standout in the coffee shop industry, according to the video?

Starbucks stands out due to its consistent branding, widespread international presence, and focus on creating an experience beyond just selling coffee. They offer customization options, a variety of sizes, and regular product innovation, all contributing to their premium brand image.

How does Starbucks’ pricing strategy contribute to its brand image?

Starbucks targets a middle-upper market with higher prices compared to local competitors. This pricing strategy helps establish its semi-premium image, supported by a consistent brand presence and perceived value, making consumers feel their purchase is justified.

What role does merchandise play in Starbucks' marketing strategy?

Starbucks uses merchandise, particularly unique and collectible tumblers, as a marketing tool. These items act as walking advertisements for the brand, and offering perks like free coffee for tumbler owners further incentivizes purchases and strengthens brand loyalty.

How does Starbucks approach physical store locations compared to Tomoro?

Starbucks tends to choose larger, more upscale retail spaces in high-traffic areas such as shopping malls and large office buildings, targeting a more modern, affluent crowd. This contrasts with Tomoro, which focuses on smaller outlets in office areas for convenience.

What distinguishes Starbucks’ staff and customer interaction from other coffee shops?

Starbucks baristas are trained to communicate confidently and professionally, creating a sense of expertise in coffee making. Their ability to suggest products or customize orders without being pushy makes customers feel valued and justifies the premium prices.

Why is consistency in physical environment important for Starbucks?

Starbucks maintains a consistent store design and atmosphere across all locations, ensuring a familiar experience for customers, no matter where they are. This consistency strengthens the brand identity and customer loyalty, which is something other brands have yet to replicate successfully.