PROPOSED VALUE ADDED AND MARKETING STRATEGY FOR INDONESIAN SPECIALTY COFFEE
Indonesia is the number 4 coffee producing country in the world. In fact, Indonesia is now the second largest exporter of Arabica specialty coffee in the world. However, the level of coffee consumption in Indonesia is still low at 1.34 kg per capita and Indonesia's specialty coffee consumption...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/38568 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia is the number 4 coffee producing country in the world. In fact, Indonesia is now the second largest exporter of Arabica specialty coffee in the world. However, the level of coffee consumption in Indonesia is still low at 1.34 kg per capita and Indonesia's specialty coffee consumption is still 1% of national coffee consumption. Although, Indonesia's specialty coffee consumption continues to increase by around 8% - 10%.
Therefore, external analysis and internal analysis are conducted to find out the root of the problem from this problem so that it can increase specialty coffee sales in Indonesia. External analysis carried out included PESTLE analysis, Porter 's Five Forces analysis and buyer analysis in Indonesia. Meanwhile, internal analysis consists of analysis of Segmenting, Targeting and Positioning (STP) and analysis of Marketing Mix Strategyfor Indonesian specialty coffee at this time. From the results of external and internal analysis, the root cause of the low consumption of Indonesian specialty coffee is due to the lack of value proposition, limit number of promotions, limit number of marketplaces, lack of packaging design, and lack of collaboration.
Therefore, the author proposes to create value proposition in the form of healthy value and marketing mix strategy that follow top nine marketing trends in 2019 includes creates colorful packaging, put ‘healthy’ label, ‘love your love’ campaign, and ‘halal’ logo on its packaging,millennial engagement, micro influencer, gamification, instant gratification, and co-marketing with digital wallet as promotion strategy, also omnichannel as place strategy. Besides that, the author proposes to improve the business ecosystem so that enhance the collaboration.
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