DEVELOPING COMMUNAL COFFEE INDONESIA MARKETING PLAN BASED ON BUYER PERSONA

• Main Author: Firza Alfajri, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52135
• Institution: Institut Teknologi Bandung

Globally, we are welcoming the industry 4.0, a technological advancement that resulted in the easiness to gather and analyzed big data. This advancement of industry also bring the need of advancement in marketing process. There are changes in the consumer’s habit and preference, hence the term Marketing 4.0 is proposed by Kotler, Kartajaya and Setiawan on their book “Marketing 4.0 moving from traditional to digital” (2017). The change of consumer patterns happens globally and in every sectors. One of them is the coffee sector. In Indonesia, the coffee industry’s growth is in an upward trend. New coffee shops sprung up everywhere, even in the middle of COVID-19 pandemic. As a roaster, this condition is an opportunity for Communal Coffee Indonesia. Although, the financial report for CCI says otherwise, there is a downtrend of product sold. The down trend shows how vulnerable CCI’s market base is. Higher number of roast beans consumer means a more complex and diverse market. Furthermore, this opportunity is not exclusively belongs to CCI. Other competitor could also benefit from this condition. CCI need to make sure their competitive advantages within the industry from the consumer point of view. A buyer’s persona is a hypothetical archetype of various consumer that can help in the marketing, product and service design. Before focusing the business effort on one of the persona, CCI need to first analyze their internal, external and macro-environment condition that could limit the possibilities of the action taken by CCI, while influence the results generated from the said action. After those conditions are analyzed, CCI could proceed to focus their effort on one or more buyer’s persona that appear in CCI’s target market.