NAME : TRISMAWAN JULIANSYAH
NIM : 224412113
S1-
Management Material and Logistic’ 12
Tugas Mandiri
Logistic Management
Monday, 3 June 2013
A.
Company Profile & History
PT. J.CO Donuts
and Coffee was founded
by Johnny Andrean
previously known as
a successful businessman salon. No less than 168
salons and 41
school networks owned
salon, the hairdressers
but then instinct
took plunge into
the food business. Since 2003 he
has been actively developing J.CO.
J.CO domestic goods by using concepts
from overseas and enhanced with modernization
and the best quality. J.CO intended to
invade foreign markets.
J.CO preparation takes a long time. During 3 years of Johnny Andrean and his team studied the donut business, explores the recipe, as well as conduct market research and sampling. Johnny J.CO launched with the concept of "what she likes and it can be accepted by society".
On June 26, 2005, J.CO first began operations in Supermall Karawaci, Tangerang and then go directly to the outlet as much as possible. Within a year, has had 16 pieces J.CO outlets with 450 employees late for outlets only. There are seven outlets in Jakarta and the rest in Bandung, Surabaya, Makassar, and Pekanbaru.
In the near future they will open in Palembang, Batam, Manado, Bogor, Medan, and Bali, and there is also the desire to go international in 2007 with locations in Australia, Hong Kong, or Singapore.
J.CO preparation takes a long time. During 3 years of Johnny Andrean and his team studied the donut business, explores the recipe, as well as conduct market research and sampling. Johnny J.CO launched with the concept of "what she likes and it can be accepted by society".
On June 26, 2005, J.CO first began operations in Supermall Karawaci, Tangerang and then go directly to the outlet as much as possible. Within a year, has had 16 pieces J.CO outlets with 450 employees late for outlets only. There are seven outlets in Jakarta and the rest in Bandung, Surabaya, Makassar, and Pekanbaru.
In the near future they will open in Palembang, Batam, Manado, Bogor, Medan, and Bali, and there is also the desire to go international in 2007 with locations in Australia, Hong Kong, or Singapore.
Before 2005, the donuts markets in Indonesia and Southeeast Asia were
dominated by the Dunkin’ Donuts, an American brand. At those time the most
known type of donuts were the Dunkin’s. The brand of Dunkin Donuts was the king
in market because of no serious competitors, including in Indonesia where it
had almost 200 outlets. If there were any companies trying to compete with it,
they would just lose within a short time. Nevertheless, since 2005, the
battlefield of donuts totally changed. A new brand owned by an Indonesian broke
the domination of the Dunkin’. The new brand is J.Co, created by Johnny
Andrean, a successful hair-stylist businessman. He introduced the products of
donuts different from the Dunkin’s. They are thinner, smaller and more crispy.
Surprisingly, the market responses were amazing. Furthermore, J.Co does not
only sell donuts. It combines them with coffee. Thus, Johnny’s brainchild is
labeled as the J.Co Donuts & Coffee. Only within a relatively short time,
J.Co has changed the map of donuts business competition in Indonesia. Currently,
if Indonesians were asked about donuts, they would answer J.Co as the
most-preferred brand, overtaking the previous one, the Dunkin’s. Furthermore,
in a various survey, it is suggested that the consumers would prefer J.Co
donuts than the others’. Even the newly-arrived donuts producer from the US,
the Krispy Kreme, has still been unable to resist the achievement of J.Co. At
present, J.Co has more than 100 outlets throughout Indonesia. Even, since 2008,
it has existed in Malaysia, Singapore, the Philippines, Australia and China. It
is reportedly that this Indonesian brand is going to expand its markets to
other Asian countries, such as Thailand, Japan and Hongkong-China. This is
undoubtedly an amazing achievement of Johnny Andrean, of which even him might
not have imagined it before. But for sure, when there is a strong will,
combined with hard work and determination, everything is possible
B. Product
J.CO
Donuts & Coffee
is a cafe retailer in Indonesia specializing in donuts, frozen
yogurt and coffee. The company is owned and managed
by Johnny Andrean Group. J.CO Donuts & Coffee began trading in 2005. One of
the fastest growing life café chains, J.CO Donuts & Coffee has grown
to more than 30 outlets in Asia in a relatively short period of two and half
years. The strategic locations of J.CO outlets, as well as its’ superior
quality b
everages and
innovative range of “light-as-air-donuts”.
J.CO Donuts & Coffee is present in the community with several kinds of products on offer. The products in question include donuts, coffee, chocolate, as well as the newest products, yogurt. Each donut is named in accordance with creative toppings and flavors. This creates a unique and easy to remember names, for example, Cheese Me Up is the name for a donut with melted cheese on top. Tira Miss U is the name of a donut topped with tiramisu.
Here are the names of the products offered J.CO Donuts & Coffee: Hazel Dazzle, Glazzy, Alcapone, Coco Loco, Cheese Me Up, Miss Green T, Why Nut, JCrown Oreo, Da Vin Cheez, Mona Pisa, Heaven Berry, Forest Glam , J.CO Praline, J.CO Yogurt, Choco Forest Freeze, J.Pops, and much more.
C. COMPETITIVE
ADVANTAGE
J.CO
prides itself for creating a life café concept that is vibrant and energetic,
stylish yet interactive and customer-friendly, and for using only premium
ingredients in its signature range of coffee & chocolate beverages and
donuts which appeal to even the most discerning customers.
Not all companies do not find many opportunities to differentiate on his
offer and gain competitive advantage. Some small companies find many advantages
that easily imitated by competitors and, therefore very easy fragile. The
solution for this is the company continues to identify excellence - excellence
and potential new mengintroduksinya one by one to make the competitors
confusion or chaos. These companies do not expect to get a big advantage that
permanent, but many small advantages that can be introduced to win market-share
for a period of time. Offer a market can be differentiated by product, service,
personnel, or image.
In this case J.Co pursuing a strategy of product differentiation, service differentiation, and differentiation personnel. Where it can be viewed by doing the right J.Co differentiation strategy to position the company as a market leader. And the strategy.
Proper differentiation is precisely the J.Co competitors can not be a pretty tough competitor for J.Co. J.Co product differentiation is done by making the donuts are very soft and has a distinctive flavor that is not owned by competitors. Differentiation of services is J.Co J.Co prioritizes quality of service to its customers.
In this case J.Co pursuing a strategy of product differentiation, service differentiation, and differentiation personnel. Where it can be viewed by doing the right J.Co differentiation strategy to position the company as a market leader. And the strategy.
Proper differentiation is precisely the J.Co competitors can not be a pretty tough competitor for J.Co. J.Co product differentiation is done by making the donuts are very soft and has a distinctive flavor that is not owned by competitors. Differentiation of services is J.Co J.Co prioritizes quality of service to its customers.
D. VALUE
CHAIN
A value chain is a chain of activities
that a firm operating in a specific industry performs in order to deliver a
valuable product or service for the market.
The concept comes from business management and was first described and
popularized by Michael Porter in his 1985
best-seller, Competitive Advantage: Creating and Sustaining Superior
Performance
·
FIRM INFRASTRUCTURE
Identify the brand positioning J.CO Donuts &
Coffee when viewed from the brand itself
is as follows. J.CO Donuts & Coffee
is a local brand
that is positioned as an international brand.
J.CO Donuts &
Coffee is a representation
of a modern lifestyle that relies on quality and
best service. J.CO Donuts & Coffee
offers ambience to
its customers, it can be seen from the order
of the interior outlets and
facilities are comfortable
tables and chairs for customers
·
HUMAN RESOURCE MANAGEMENT
J.CO donuts & coffee using experts
or human resources who have qualified in the culinary field, especially donuts.
therefore j.co can make a variety of unique products, delicious, luxurious
impression, but can be obtained at an affordable price
·
TECHNOLOGY DEVELOPMENT
J.Co donuts are made using machines,
both when mixing the
ingredients, cooking and making donuts topping.
The only human labor is involved only at the
time of printing donuts. Who also use the
mold tool.
All machines are used entirely imported from the USA. As well as the basic materials, more than 50% is imported from abroad. Like the chocolates imported from Belgium and milk from New Zealand. Also, to drink, the ingredients mostly imported anyway. Most coffee powder imported from Italy and Costa Rica. Based on all this, J.CO positioned as a premium-quality products in the market donuts Indonesia.
All machines are used entirely imported from the USA. As well as the basic materials, more than 50% is imported from abroad. Like the chocolates imported from Belgium and milk from New Zealand. Also, to drink, the ingredients mostly imported anyway. Most coffee powder imported from Italy and Costa Rica. Based on all this, J.CO positioned as a premium-quality products in the market donuts Indonesia.
·
PROCUREMENT
Most of the raw material for making
donuts j.co use
goods imported directly
from the USA and
several other countries.
Therefore, the procurement of raw materials j.co
is a very important part in the production process
J.CO Donuts & Coffee and
competitors-competitors currently developing their
own strategies. Donuts & Coffee J.CO
uniqueness that made the difference
and give you a
plus over competitors is transparent kitchen
concept so that consumers can
see firsthand the making of donuts and products
Donuts & Coffee J.CO other. Additionally,
J.CO Donuts &
Coffee puts the quality by using high quality
ingredients imported from abroad
- example: Belgian
chocolate. J.CO Donuts & Coffee also
offers a cozy atmosphere
with a fabric interior
so that consumers will feel comfortable
to enjoy the dishes they buy
in stores J.CO
Donuts & Coffee.
Before 2005, the donuts markets in Indonesia and Southeeast Asia were
dominated by the Dunkin’ Donuts, an American brand. At those time the most
known type of donuts were the Dunkin’s. The brand of Dunkin Donuts was the king
in market because of no serious competitors, including in Indonesia where it
had almost 200 outlets. If there were any companies trying to compete with it,
they would just lose within a short time. Nevertheless, since 2005, the
battlefield of donuts totally changed. A new brand owned by an Indonesian broke
the domination of the Dunkin’. The new brand is J.Co, created by Johnny
Andrean, a successful hair-stylist businessman. He introduced the products of
donuts different from the Dunkin’s. They are thinner, smaller and more crispy.
Surprisingly, the market responses were amazing. Furthermore, J.Co does not
only sell donuts. It combines them with coffee. Thus, Johnny’s brainchild is
labeled as the J.Co Donuts & Coffee. Only within a relatively short time,
J.Co has changed the map of donuts business competition in Indonesia. Currently,
if Indonesians were asked about donuts, they would answer J.Co as the
most-preferred brand, overtaking the previous one, the Dunkin’s. Furthermore,
in a various survey, it is suggested that the consumers would prefer J.Co
donuts than the others’. Even the newly-arrived donuts producer from the US,
the Krispy Kreme, has still been unable to resist the achievement of J.Co. At
present, J.Co has more than 100 outlets throughout Indonesia. Even, since 2008,
it has existed in Malaysia, Singapore, the Philippines, Australia and China. It
is reportedly that this Indonesian brand is going to expand its markets to
other Asian countries, such as Thailand, Japan and Hongkong-China. This is
undoubtedly an amazing achievement of Johnny Andrean, of which even him might
not have imagined it before. But for sure, when there is a strong will,
combined with hard work and determination, everything is possible.
Not all companies do not find many opportunities to differentiate on his offer and gain competitive advantage. Some small companies find many advantages that easily imitated by competitors and, therefore very easy fragile. The solution for this is the company continues to identify excellence - excellence and potential new mengintroduksinya one by one to make the competitors confusion or chaos. These companies do not expect to get a big advantage that permanent, but many small advantages that can be introduced to win market-share for a period of time. Offer a market can be differentiated by product, service, personnel, or image.
In this case J.Co pursuing a strategy of product differentiation, service differentiation, and differentiation personnel. Where it can be viewed by doing the right J.Co differentiation strategy to position the company as a market leader. And the strategy.
Proper differentiation is precisely the J.Co competitors can not be a pretty tough competitor for J.Co. J.Co product differentiation is done by making the donuts are very soft and has a distinctive flavor that is not owned by competitors. Differentiation of services is J.Co J.Co prioritizes quality of service to its customers.
Not all companies do not find many opportunities to differentiate on his offer and gain competitive advantage. Some small companies find many advantages that easily imitated by competitors and, therefore very easy fragile. The solution for this is the company continues to identify excellence - excellence and potential new mengintroduksinya one by one to make the competitors confusion or chaos. These companies do not expect to get a big advantage that permanent, but many small advantages that can be introduced to win market-share for a period of time. Offer a market can be differentiated by product, service, personnel, or image.
In this case J.Co pursuing a strategy of product differentiation, service differentiation, and differentiation personnel. Where it can be viewed by doing the right J.Co differentiation strategy to position the company as a market leader. And the strategy.
Proper differentiation is precisely the J.Co competitors can not be a pretty tough competitor for J.Co. J.Co product differentiation is done by making the donuts are very soft and has a distinctive flavor that is not owned by competitors. Differentiation of services is J.Co J.Co prioritizes quality of service to its customers.
In its first year of operation,
J.CO Donuts & Coffee was awarded "Marketing Award" as the brand
with the best product innovation. Following this award, J.CO won "Best
Donuts 2006" by FREE Magazine at the end of 2006. In early 2008, J.CO
Donuts & Coffee received the award "The Intergrated Marketing Strategy
Champion 2008" by SWA business magazine and MarkPlus Co. Since its
establishment, J.CO has already won many awards.
·
MARKETING AND SALES
J.CO Donuts & Coffee has a SWOT
(Strength, Weaknesses, Opportunities,
Threats). Streght (Strength) in JCO
Donuts & Coffee
is the JCO as a
market leader, a strong CO-Branding J.CO
Donuts & Coffee
making increasingly able to expand his
business even to the Asian
markets and many
enthusiasts that love, Varian Taste, Product
Diversification. Weaknesses (Weakness)
in J.CO Donuts
& Coffee is
too expensive, maybe because
the quality and taste
made by J.CO Donuts
& Coffee itself
is different from other donuts it would cost a
fortune. Opportunities (Opportunity
/ Opportunities) JCO
Donuts & Coffee
in the number of consumers who liked the food, and the business opportunities
that can be very
good, because with the wide range of products J.CO Donuts & Coffee
is much preferred by consumers. Threats (Threats) in
JCO Donuts &
Coffee in the number
of competitors - competitors now as Dunkin'Donuts,
rival donut.
J.CO. Donuts donuts to be
different from other products in the country because the product is positioned as
a lifestyle and targeted to consumers of the middle and upper segment with a
dynamic lifestyle, young and modern. To work on this market segment, J.CO. making
donuts are not filling, thinner and softer texture, can be eaten anytime and
anywhere? donuts that are on the market before, portions tend to be large and filling.
While J.CO., of size and shape, more suitable snack called snack or a big meal delivery.
In terms of price J.CO.cukup kompetitif.J.CO. strategy using the concept of experiential
marketing through its open Wfchen.
Brand activation for brand
building. This strategy is realized in the form of sampling around the store,
making a twitter account, web and fb fanpage in the virtual world, into the community of moms gathering by
organizing a factory visit and
demo making donuts.
For these companies, endorsement visitor? long queues
snaking through at
the outlet? and media who writes a story
about the delights, distinctiveness,
and "hoopla" J.CO. more important
than advertising. This branding strategy succeeded
in creating word of mouth and
reap the publicity. From the side view outlet, J.Co. trying to bring an
international feel with a minimalist design is simple but still
elegant and modern, almost like a cafe
booth design in
the world renowned shop, Starbucks.
J.co has a special website that
provides a variety www.jcodonuts.com
the menus inside
the complete content
to answer the curiosity of enthusiasts J.co and
web design is
very appealing. J.co
will also have a twitter account for the media promotion
of highly innovative and practical @ JcoIndonesia
in this account provide
delivery services for delivery j.cool
yogurt and donuts
too, of course, in addition to facilitate the costumer to find out the latest
products from J.co
turned out this twitter
account provide some
promo one "BUY
premium PASEO Tissue
and Get JCO JCO
vouchers valid in
all store.Hurry!! The vouchers are limited.
via: @ JcoIndonesia
"and many other promo twit and also his fan page
on FB is J.CO Donuts and Coffee
Indonesia.
STEPS MARKETING PLAN FOR J.CO DONUTS
The data included in this reportare based on
publicly available data such as those on
internet websites, news,package declarations, public
reports. When appropriate data are “masked” soas not to create unexpected
conflictsThe reports are posted and linked on slideshare, blogs, and facebook
so thatthere is easier sharing among students from different marketing class.
·
3. STEPS 1 TO 5: “SHARING THE J.CO WAY” 1. J.CO donuts
PTM are kids, teenagers to business people. 2. Mixed flavors of donuts for
kids, teenagers or young professionals to enjoy while catching up with some
friends or just unwinding from the busy work schedule. 3. They have the option
to choose Krispy Kreme or Dunkin Donuts. 4. Elegant type of donut with a
,medium price. 5. Within a short span of 4years, J.CO has grown to 73 outlets
in 15 cities in Indonesia. It recently began its foray into Malaysia, Singapore
and in the Philippines they already opened three(3) branches and there would be
two(2) more branches that will opened
·
4. STEPS 6 TO 10: “SHARING THE J.CO WAY” 6. Freshly
made donuts with quirky flavor names such as Al Capone, Heaven Berry, and
Oreology just to name a few. 7. J.CO donuts is priced at P42.00 per piece but
if you buy by a dozen then it would only cost roughly at P26.00 per piece. 8.
Uses Billboards, Internet, events, experience and word of mouth for promotion.
9. Found in South-East Asian countries such as Indonesia, Malaysia, Singapore
and Philippines. 10. “ Sharing the J.CO way” – innovation of mixed flavored
Donuts, that looks elegant with an affordable price.
·
5. 1. J.CO PRIMARY TARGET MARKET (PTM) AREKIDS,
TEENAGERS TO BUSINESS PEOPLE: o Demographics: • from age 4 and UP, for kids who
can already enjoy donuts to business people as long as they are not prohibited
by their medical conditions. • Class A,B and C o People who have sweet-tooth,
sucker for sweets o For people who wants to relax and chit-chat with friends or
unwinding after a days’ work.
·
6. 2a. FOR KIDS, TEENAGERS OR BUSINESS PEOPLE WHO
WANTS TO ENJOY OR UNWIND: I want to share with friendsI want to be full and
satisfied
·
7. 2b. J.CO PRIMARY TARGET MARKET (PTM)NEEDS, WANTS
AND DEMANDS : o Needs: • J.CO is not “just” a donut but also something that
will make you satisfy your hunger and cravings. o Wants: • It’s cool to hang
out in J.CO with the very young and artistic vibe in their stores plus the free
Wi-Fi while enjoying their gourmet donuts. o Demands: • Kids, teenagers and
business people demands a relaxing time to just enjoy good foods with good
friends.
·
8. 3a. J.CO COMPETITORS: o Direct: • Krispy Kreme
(originated in Nashville, Tennessee, Unites States), Dunkin Donuts (American
global doughnut company based in Canton, Massachusetts). o Indirect • Other
coffee shops and bake shops. o Variables: • Competitive price, age, lifestyle,
variety of donuts, good ambiance, also offers variety of coffees and yogurt.
·
9. 3b. J.CO COMPETITIVE POSITION MAP:
·
10. 3c. J.CO UNIQUE COMPETITIVE MAP: FUNCTION J.CO
KRISPY DUNKIN AL DONUTS KREME DONUTS BENEFITS Great taste Suits to wide range
of taste/appetite Affordability Teen and yuppies niche market Attractive
presentation
· 11. J.CO POSITION IN THE MARKET- ELEGANTDONUT
WITH MEDIUM PRICE: o J.CO positions
itself to be that “Elegant donut with a medium price.” o It serves the ABC
market to be satisfied with a quality donut that tastes even better than it’s
competitor who has been in the market for a much longer time. o Strategic
location in major malls in the Metro.
J.CO Donuts & Coffee uses
symbols peacock on
their logo. The
peacock symbolizes beauty, neatness, softness
and timelessness, beauty and subtlety
of flavor and
mirrored donut shape. While immortality can
be seen from the loyalty of consumers who are
willing to stand in long queue outlets J.CO
just to get
their favorite donuts.
Each donut creatively named based toppings and flavors. This creates a unique and easy to remember, for example, Chees Me Up is the name for a donut with melted cheese on top layer. Tira Miss U is the name for a donut topped with tiramisu.
Johnny takes three years before launching J.CO Donuts & Coffee to the Indonesian market. Three years used to prepare standards and production procedures, selection of raw materials, improve product quality and production processes, as well as business operations.
However, J.CO has been present in the Indonesian market. The first store opened in Supermall Karawaci Tangerang (not far from Jakarta) on June 26, 2005. J.CO Donuts & Coffee in Indonesia everything is controlled and owned by Jhonny itself, while shops overseas franchise, which is where we know that the franchise J.CO Donuts & Coffee is owned by Singapore's BreadTalk group.
Each donut creatively named based toppings and flavors. This creates a unique and easy to remember, for example, Chees Me Up is the name for a donut with melted cheese on top layer. Tira Miss U is the name for a donut topped with tiramisu.
Johnny takes three years before launching J.CO Donuts & Coffee to the Indonesian market. Three years used to prepare standards and production procedures, selection of raw materials, improve product quality and production processes, as well as business operations.
However, J.CO has been present in the Indonesian market. The first store opened in Supermall Karawaci Tangerang (not far from Jakarta) on June 26, 2005. J.CO Donuts & Coffee in Indonesia everything is controlled and owned by Jhonny itself, while shops overseas franchise, which is where we know that the franchise J.CO Donuts & Coffee is owned by Singapore's BreadTalk group.
COMPETITIVE
ADVANTAGE OF MY SELF
Competitive advantage I have of myself are:
a. confident
I have confidence high enough to compete with my competitors continue to be a provision in the career of my life. Self-confidence is one aspect of personality which is very important in human life. People who believe themselves sure of their own abilities and have realistic expectations, even when their expectations are not realized, they stayed positive and can take it.
b. soul Leadership
in the current era of globalization, the soul of leadership is one of the important factors in developing themselves in order to compete in an era that knows no national boundaries at this time.
c. Clever music and education
people who are good in music has above average brain-rata.bermusik is a fun activity as well as an activity that can sharpen our brains, therefore most people who are good at music are also people who are good in education and associate fellow human being who is a capital in the era of globalization
a. confident
I have confidence high enough to compete with my competitors continue to be a provision in the career of my life. Self-confidence is one aspect of personality which is very important in human life. People who believe themselves sure of their own abilities and have realistic expectations, even when their expectations are not realized, they stayed positive and can take it.
b. soul Leadership
in the current era of globalization, the soul of leadership is one of the important factors in developing themselves in order to compete in an era that knows no national boundaries at this time.
c. Clever music and education
people who are good in music has above average brain-rata.bermusik is a fun activity as well as an activity that can sharpen our brains, therefore most people who are good at music are also people who are good in education and associate fellow human being who is a capital in the era of globalization
SOURCE
NAME : TRISMAWAN JULIANSYAH
NIM : 224412113
S1-
Management Material and Logistic’ 12
Tugas Mandiri
Logistic Management
Monday, 3 June 2013
A.
Company Profile & History
PT. J.CO Donuts
and Coffee was founded
by Johnny Andrean
previously known as
a successful businessman salon. No less than 168
salons and 41
school networks owned
salon, the hairdressers
but then instinct
took plunge into
the food business. Since 2003 he
has been actively developing J.CO.
J.CO domestic goods by using concepts
from overseas and enhanced with modernization
and the best quality. J.CO intended to
invade foreign markets.
J.CO preparation takes a long time. During 3 years of Johnny Andrean and his team studied the donut business, explores the recipe, as well as conduct market research and sampling. Johnny J.CO launched with the concept of "what she likes and it can be accepted by society".
On June 26, 2005, J.CO first began operations in Supermall Karawaci, Tangerang and then go directly to the outlet as much as possible. Within a year, has had 16 pieces J.CO outlets with 450 employees late for outlets only. There are seven outlets in Jakarta and the rest in Bandung, Surabaya, Makassar, and Pekanbaru.
In the near future they will open in Palembang, Batam, Manado, Bogor, Medan, and Bali, and there is also the desire to go international in 2007 with locations in Australia, Hong Kong, or Singapore.
J.CO preparation takes a long time. During 3 years of Johnny Andrean and his team studied the donut business, explores the recipe, as well as conduct market research and sampling. Johnny J.CO launched with the concept of "what she likes and it can be accepted by society".
On June 26, 2005, J.CO first began operations in Supermall Karawaci, Tangerang and then go directly to the outlet as much as possible. Within a year, has had 16 pieces J.CO outlets with 450 employees late for outlets only. There are seven outlets in Jakarta and the rest in Bandung, Surabaya, Makassar, and Pekanbaru.
In the near future they will open in Palembang, Batam, Manado, Bogor, Medan, and Bali, and there is also the desire to go international in 2007 with locations in Australia, Hong Kong, or Singapore.
Before 2005, the donuts markets in Indonesia and Southeeast Asia were
dominated by the Dunkin’ Donuts, an American brand. At those time the most
known type of donuts were the Dunkin’s. The brand of Dunkin Donuts was the king
in market because of no serious competitors, including in Indonesia where it
had almost 200 outlets. If there were any companies trying to compete with it,
they would just lose within a short time. Nevertheless, since 2005, the
battlefield of donuts totally changed. A new brand owned by an Indonesian broke
the domination of the Dunkin’. The new brand is J.Co, created by Johnny
Andrean, a successful hair-stylist businessman. He introduced the products of
donuts different from the Dunkin’s. They are thinner, smaller and more crispy.
Surprisingly, the market responses were amazing. Furthermore, J.Co does not
only sell donuts. It combines them with coffee. Thus, Johnny’s brainchild is
labeled as the J.Co Donuts & Coffee. Only within a relatively short time,
J.Co has changed the map of donuts business competition in Indonesia. Currently,
if Indonesians were asked about donuts, they would answer J.Co as the
most-preferred brand, overtaking the previous one, the Dunkin’s. Furthermore,
in a various survey, it is suggested that the consumers would prefer J.Co
donuts than the others’. Even the newly-arrived donuts producer from the US,
the Krispy Kreme, has still been unable to resist the achievement of J.Co. At
present, J.Co has more than 100 outlets throughout Indonesia. Even, since 2008,
it has existed in Malaysia, Singapore, the Philippines, Australia and China. It
is reportedly that this Indonesian brand is going to expand its markets to
other Asian countries, such as Thailand, Japan and Hongkong-China. This is
undoubtedly an amazing achievement of Johnny Andrean, of which even him might
not have imagined it before. But for sure, when there is a strong will,
combined with hard work and determination, everything is possible
B. Product
J.CO
Donuts & Coffee
is a cafe retailer in Indonesia specializing in donuts, frozen
yogurt and coffee. The company is owned and managed
by Johnny Andrean Group. J.CO Donuts & Coffee began trading in 2005. One of
the fastest growing life café chains, J.CO Donuts & Coffee has grown
to more than 30 outlets in Asia in a relatively short period of two and half
years. The strategic locations of J.CO outlets, as well as its’ superior
quality b
everages and
innovative range of “light-as-air-donuts”.
J.CO Donuts & Coffee is present in the community with several kinds of products on offer. The products in question include donuts, coffee, chocolate, as well as the newest products, yogurt. Each donut is named in accordance with creative toppings and flavors. This creates a unique and easy to remember names, for example, Cheese Me Up is the name for a donut with melted cheese on top. Tira Miss U is the name of a donut topped with tiramisu.
Here are the names of the products offered J.CO Donuts & Coffee: Hazel Dazzle, Glazzy, Alcapone, Coco Loco, Cheese Me Up, Miss Green T, Why Nut, JCrown Oreo, Da Vin Cheez, Mona Pisa, Heaven Berry, Forest Glam , J.CO Praline, J.CO Yogurt, Choco Forest Freeze, J.Pops, and much more.
C. COMPETITIVE
ADVANTAGE
J.CO
prides itself for creating a life café concept that is vibrant and energetic,
stylish yet interactive and customer-friendly, and for using only premium
ingredients in its signature range of coffee & chocolate beverages and
donuts which appeal to even the most discerning customers.
Not all companies do not find many opportunities to differentiate on his
offer and gain competitive advantage. Some small companies find many advantages
that easily imitated by competitors and, therefore very easy fragile. The
solution for this is the company continues to identify excellence - excellence
and potential new mengintroduksinya one by one to make the competitors
confusion or chaos. These companies do not expect to get a big advantage that
permanent, but many small advantages that can be introduced to win market-share
for a period of time. Offer a market can be differentiated by product, service,
personnel, or image.
In this case J.Co pursuing a strategy of product differentiation, service differentiation, and differentiation personnel. Where it can be viewed by doing the right J.Co differentiation strategy to position the company as a market leader. And the strategy.
Proper differentiation is precisely the J.Co competitors can not be a pretty tough competitor for J.Co. J.Co product differentiation is done by making the donuts are very soft and has a distinctive flavor that is not owned by competitors. Differentiation of services is J.Co J.Co prioritizes quality of service to its customers.
In this case J.Co pursuing a strategy of product differentiation, service differentiation, and differentiation personnel. Where it can be viewed by doing the right J.Co differentiation strategy to position the company as a market leader. And the strategy.
Proper differentiation is precisely the J.Co competitors can not be a pretty tough competitor for J.Co. J.Co product differentiation is done by making the donuts are very soft and has a distinctive flavor that is not owned by competitors. Differentiation of services is J.Co J.Co prioritizes quality of service to its customers.
D. VALUE
CHAIN
A value chain is a chain of activities
that a firm operating in a specific industry performs in order to deliver a
valuable product or service for the market.
The concept comes from business management and was first described and
popularized by Michael Porter in his 1985
best-seller, Competitive Advantage: Creating and Sustaining Superior
Performance
·
FIRM INFRASTRUCTURE
Identify the brand positioning J.CO Donuts &
Coffee when viewed from the brand itself
is as follows. J.CO Donuts & Coffee
is a local brand
that is positioned as an international brand.
J.CO Donuts &
Coffee is a representation
of a modern lifestyle that relies on quality and
best service. J.CO Donuts & Coffee
offers ambience to
its customers, it can be seen from the order
of the interior outlets and
facilities are comfortable
tables and chairs for customers
·
HUMAN RESOURCE MANAGEMENT
J.CO donuts & coffee using experts
or human resources who have qualified in the culinary field, especially donuts.
therefore j.co can make a variety of unique products, delicious, luxurious
impression, but can be obtained at an affordable price
·
TECHNOLOGY DEVELOPMENT
J.Co donuts are made using machines,
both when mixing the
ingredients, cooking and making donuts topping.
The only human labor is involved only at the
time of printing donuts. Who also use the
mold tool.
All machines are used entirely imported from the USA. As well as the basic materials, more than 50% is imported from abroad. Like the chocolates imported from Belgium and milk from New Zealand. Also, to drink, the ingredients mostly imported anyway. Most coffee powder imported from Italy and Costa Rica. Based on all this, J.CO positioned as a premium-quality products in the market donuts Indonesia.
All machines are used entirely imported from the USA. As well as the basic materials, more than 50% is imported from abroad. Like the chocolates imported from Belgium and milk from New Zealand. Also, to drink, the ingredients mostly imported anyway. Most coffee powder imported from Italy and Costa Rica. Based on all this, J.CO positioned as a premium-quality products in the market donuts Indonesia.
·
PROCUREMENT
Most of the raw material for making
donuts j.co use
goods imported directly
from the USA and
several other countries.
Therefore, the procurement of raw materials j.co
is a very important part in the production process
J.CO Donuts & Coffee and
competitors-competitors currently developing their
own strategies. Donuts & Coffee J.CO
uniqueness that made the difference
and give you a
plus over competitors is transparent kitchen
concept so that consumers can
see firsthand the making of donuts and products
Donuts & Coffee J.CO other. Additionally,
J.CO Donuts &
Coffee puts the quality by using high quality
ingredients imported from abroad
- example: Belgian
chocolate. J.CO Donuts & Coffee also
offers a cozy atmosphere
with a fabric interior
so that consumers will feel comfortable
to enjoy the dishes they buy
in stores J.CO
Donuts & Coffee.
Before 2005, the donuts markets in Indonesia and Southeeast Asia were
dominated by the Dunkin’ Donuts, an American brand. At those time the most
known type of donuts were the Dunkin’s. The brand of Dunkin Donuts was the king
in market because of no serious competitors, including in Indonesia where it
had almost 200 outlets. If there were any companies trying to compete with it,
they would just lose within a short time. Nevertheless, since 2005, the
battlefield of donuts totally changed. A new brand owned by an Indonesian broke
the domination of the Dunkin’. The new brand is J.Co, created by Johnny
Andrean, a successful hair-stylist businessman. He introduced the products of
donuts different from the Dunkin’s. They are thinner, smaller and more crispy.
Surprisingly, the market responses were amazing. Furthermore, J.Co does not
only sell donuts. It combines them with coffee. Thus, Johnny’s brainchild is
labeled as the J.Co Donuts & Coffee. Only within a relatively short time,
J.Co has changed the map of donuts business competition in Indonesia. Currently,
if Indonesians were asked about donuts, they would answer J.Co as the
most-preferred brand, overtaking the previous one, the Dunkin’s. Furthermore,
in a various survey, it is suggested that the consumers would prefer J.Co
donuts than the others’. Even the newly-arrived donuts producer from the US,
the Krispy Kreme, has still been unable to resist the achievement of J.Co. At
present, J.Co has more than 100 outlets throughout Indonesia. Even, since 2008,
it has existed in Malaysia, Singapore, the Philippines, Australia and China. It
is reportedly that this Indonesian brand is going to expand its markets to
other Asian countries, such as Thailand, Japan and Hongkong-China. This is
undoubtedly an amazing achievement of Johnny Andrean, of which even him might
not have imagined it before. But for sure, when there is a strong will,
combined with hard work and determination, everything is possible.
Not all companies do not find many opportunities to differentiate on his offer and gain competitive advantage. Some small companies find many advantages that easily imitated by competitors and, therefore very easy fragile. The solution for this is the company continues to identify excellence - excellence and potential new mengintroduksinya one by one to make the competitors confusion or chaos. These companies do not expect to get a big advantage that permanent, but many small advantages that can be introduced to win market-share for a period of time. Offer a market can be differentiated by product, service, personnel, or image.
In this case J.Co pursuing a strategy of product differentiation, service differentiation, and differentiation personnel. Where it can be viewed by doing the right J.Co differentiation strategy to position the company as a market leader. And the strategy.
Proper differentiation is precisely the J.Co competitors can not be a pretty tough competitor for J.Co. J.Co product differentiation is done by making the donuts are very soft and has a distinctive flavor that is not owned by competitors. Differentiation of services is J.Co J.Co prioritizes quality of service to its customers.
Not all companies do not find many opportunities to differentiate on his offer and gain competitive advantage. Some small companies find many advantages that easily imitated by competitors and, therefore very easy fragile. The solution for this is the company continues to identify excellence - excellence and potential new mengintroduksinya one by one to make the competitors confusion or chaos. These companies do not expect to get a big advantage that permanent, but many small advantages that can be introduced to win market-share for a period of time. Offer a market can be differentiated by product, service, personnel, or image.
In this case J.Co pursuing a strategy of product differentiation, service differentiation, and differentiation personnel. Where it can be viewed by doing the right J.Co differentiation strategy to position the company as a market leader. And the strategy.
Proper differentiation is precisely the J.Co competitors can not be a pretty tough competitor for J.Co. J.Co product differentiation is done by making the donuts are very soft and has a distinctive flavor that is not owned by competitors. Differentiation of services is J.Co J.Co prioritizes quality of service to its customers.
In its first year of operation,
J.CO Donuts & Coffee was awarded "Marketing Award" as the brand
with the best product innovation. Following this award, J.CO won "Best
Donuts 2006" by FREE Magazine at the end of 2006. In early 2008, J.CO
Donuts & Coffee received the award "The Intergrated Marketing Strategy
Champion 2008" by SWA business magazine and MarkPlus Co. Since its
establishment, J.CO has already won many awards.
·
MARKETING AND SALES
J.CO Donuts & Coffee has a SWOT
(Strength, Weaknesses, Opportunities,
Threats). Streght (Strength) in JCO
Donuts & Coffee
is the JCO as a
market leader, a strong CO-Branding J.CO
Donuts & Coffee
making increasingly able to expand his
business even to the Asian
markets and many
enthusiasts that love, Varian Taste, Product
Diversification. Weaknesses (Weakness)
in J.CO Donuts
& Coffee is
too expensive, maybe because
the quality and taste
made by J.CO Donuts
& Coffee itself
is different from other donuts it would cost a
fortune. Opportunities (Opportunity
/ Opportunities) JCO
Donuts & Coffee
in the number of consumers who liked the food, and the business opportunities
that can be very
good, because with the wide range of products J.CO Donuts & Coffee
is much preferred by consumers. Threats (Threats) in
JCO Donuts &
Coffee in the number
of competitors - competitors now as Dunkin'Donuts,
rival donut.
J.CO. Donuts donuts to be
different from other products in the country because the product is positioned as
a lifestyle and targeted to consumers of the middle and upper segment with a
dynamic lifestyle, young and modern. To work on this market segment, J.CO. making
donuts are not filling, thinner and softer texture, can be eaten anytime and
anywhere? donuts that are on the market before, portions tend to be large and filling.
While J.CO., of size and shape, more suitable snack called snack or a big meal delivery.
In terms of price J.CO.cukup kompetitif.J.CO. strategy using the concept of experiential
marketing through its open Wfchen.
Brand activation for brand
building. This strategy is realized in the form of sampling around the store,
making a twitter account, web and fb fanpage in the virtual world, into the community of moms gathering by
organizing a factory visit and
demo making donuts.
For these companies, endorsement visitor? long queues
snaking through at
the outlet? and media who writes a story
about the delights, distinctiveness,
and "hoopla" J.CO. more important
than advertising. This branding strategy succeeded
in creating word of mouth and
reap the publicity. From the side view outlet, J.Co. trying to bring an
international feel with a minimalist design is simple but still
elegant and modern, almost like a cafe
booth design in
the world renowned shop, Starbucks.
J.co has a special website that
provides a variety www.jcodonuts.com
the menus inside
the complete content
to answer the curiosity of enthusiasts J.co and
web design is
very appealing. J.co
will also have a twitter account for the media promotion
of highly innovative and practical @ JcoIndonesia
in this account provide
delivery services for delivery j.cool
yogurt and donuts
too, of course, in addition to facilitate the costumer to find out the latest
products from J.co
turned out this twitter
account provide some
promo one "BUY
premium PASEO Tissue
and Get JCO JCO
vouchers valid in
all store.Hurry!! The vouchers are limited.
via: @ JcoIndonesia
"and many other promo twit and also his fan page
on FB is J.CO Donuts and Coffee
Indonesia.
STEPS MARKETING PLAN FOR J.CO DONUTS
The data included in this reportare based on
publicly available data such as those on
internet websites, news,package declarations, public
reports. When appropriate data are “masked” soas not to create unexpected
conflictsThe reports are posted and linked on slideshare, blogs, and facebook
so thatthere is easier sharing among students from different marketing class.
·
3. STEPS 1 TO 5: “SHARING THE J.CO WAY” 1. J.CO donuts
PTM are kids, teenagers to business people. 2. Mixed flavors of donuts for
kids, teenagers or young professionals to enjoy while catching up with some
friends or just unwinding from the busy work schedule. 3. They have the option
to choose Krispy Kreme or Dunkin Donuts. 4. Elegant type of donut with a
,medium price. 5. Within a short span of 4years, J.CO has grown to 73 outlets
in 15 cities in Indonesia. It recently began its foray into Malaysia, Singapore
and in the Philippines they already opened three(3) branches and there would be
two(2) more branches that will opened
·
4. STEPS 6 TO 10: “SHARING THE J.CO WAY” 6. Freshly
made donuts with quirky flavor names such as Al Capone, Heaven Berry, and
Oreology just to name a few. 7. J.CO donuts is priced at P42.00 per piece but
if you buy by a dozen then it would only cost roughly at P26.00 per piece. 8.
Uses Billboards, Internet, events, experience and word of mouth for promotion.
9. Found in South-East Asian countries such as Indonesia, Malaysia, Singapore
and Philippines. 10. “ Sharing the J.CO way” – innovation of mixed flavored
Donuts, that looks elegant with an affordable price.
·
5. 1. J.CO PRIMARY TARGET MARKET (PTM) AREKIDS,
TEENAGERS TO BUSINESS PEOPLE: o Demographics: • from age 4 and UP, for kids who
can already enjoy donuts to business people as long as they are not prohibited
by their medical conditions. • Class A,B and C o People who have sweet-tooth,
sucker for sweets o For people who wants to relax and chit-chat with friends or
unwinding after a days’ work.
·
6. 2a. FOR KIDS, TEENAGERS OR BUSINESS PEOPLE WHO
WANTS TO ENJOY OR UNWIND: I want to share with friendsI want to be full and
satisfied
·
7. 2b. J.CO PRIMARY TARGET MARKET (PTM)NEEDS, WANTS
AND DEMANDS : o Needs: • J.CO is not “just” a donut but also something that
will make you satisfy your hunger and cravings. o Wants: • It’s cool to hang
out in J.CO with the very young and artistic vibe in their stores plus the free
Wi-Fi while enjoying their gourmet donuts. o Demands: • Kids, teenagers and
business people demands a relaxing time to just enjoy good foods with good
friends.
·
8. 3a. J.CO COMPETITORS: o Direct: • Krispy Kreme
(originated in Nashville, Tennessee, Unites States), Dunkin Donuts (American
global doughnut company based in Canton, Massachusetts). o Indirect • Other
coffee shops and bake shops. o Variables: • Competitive price, age, lifestyle,
variety of donuts, good ambiance, also offers variety of coffees and yogurt.
·
9. 3b. J.CO COMPETITIVE POSITION MAP:
·
10. 3c. J.CO UNIQUE COMPETITIVE MAP: FUNCTION J.CO
KRISPY DUNKIN AL DONUTS KREME DONUTS BENEFITS Great taste Suits to wide range
of taste/appetite Affordability Teen and yuppies niche market Attractive
presentation
· 11. J.CO POSITION IN THE MARKET- ELEGANTDONUT
WITH MEDIUM PRICE: o J.CO positions
itself to be that “Elegant donut with a medium price.” o It serves the ABC
market to be satisfied with a quality donut that tastes even better than it’s
competitor who has been in the market for a much longer time. o Strategic
location in major malls in the Metro.
J.CO Donuts & Coffee uses
symbols peacock on
their logo. The
peacock symbolizes beauty, neatness, softness
and timelessness, beauty and subtlety
of flavor and
mirrored donut shape. While immortality can
be seen from the loyalty of consumers who are
willing to stand in long queue outlets J.CO
just to get
their favorite donuts.
Each donut creatively named based toppings and flavors. This creates a unique and easy to remember, for example, Chees Me Up is the name for a donut with melted cheese on top layer. Tira Miss U is the name for a donut topped with tiramisu.
Johnny takes three years before launching J.CO Donuts & Coffee to the Indonesian market. Three years used to prepare standards and production procedures, selection of raw materials, improve product quality and production processes, as well as business operations.
However, J.CO has been present in the Indonesian market. The first store opened in Supermall Karawaci Tangerang (not far from Jakarta) on June 26, 2005. J.CO Donuts & Coffee in Indonesia everything is controlled and owned by Jhonny itself, while shops overseas franchise, which is where we know that the franchise J.CO Donuts & Coffee is owned by Singapore's BreadTalk group.
Each donut creatively named based toppings and flavors. This creates a unique and easy to remember, for example, Chees Me Up is the name for a donut with melted cheese on top layer. Tira Miss U is the name for a donut topped with tiramisu.
Johnny takes three years before launching J.CO Donuts & Coffee to the Indonesian market. Three years used to prepare standards and production procedures, selection of raw materials, improve product quality and production processes, as well as business operations.
However, J.CO has been present in the Indonesian market. The first store opened in Supermall Karawaci Tangerang (not far from Jakarta) on June 26, 2005. J.CO Donuts & Coffee in Indonesia everything is controlled and owned by Jhonny itself, while shops overseas franchise, which is where we know that the franchise J.CO Donuts & Coffee is owned by Singapore's BreadTalk group.
COMPETITIVE
ADVANTAGE OF MY SELF
Competitive advantage I have of myself are:
a. confident
I have confidence high enough to compete with my competitors continue to be a provision in the career of my life. Self-confidence is one aspect of personality which is very important in human life. People who believe themselves sure of their own abilities and have realistic expectations, even when their expectations are not realized, they stayed positive and can take it.
b. soul Leadership
in the current era of globalization, the soul of leadership is one of the important factors in developing themselves in order to compete in an era that knows no national boundaries at this time.
c. Clever music and education
people who are good in music has above average brain-rata.bermusik is a fun activity as well as an activity that can sharpen our brains, therefore most people who are good at music are also people who are good in education and associate fellow human being who is a capital in the era of globalization
a. confident
I have confidence high enough to compete with my competitors continue to be a provision in the career of my life. Self-confidence is one aspect of personality which is very important in human life. People who believe themselves sure of their own abilities and have realistic expectations, even when their expectations are not realized, they stayed positive and can take it.
b. soul Leadership
in the current era of globalization, the soul of leadership is one of the important factors in developing themselves in order to compete in an era that knows no national boundaries at this time.
c. Clever music and education
people who are good in music has above average brain-rata.bermusik is a fun activity as well as an activity that can sharpen our brains, therefore most people who are good at music are also people who are good in education and associate fellow human being who is a capital in the era of globalization
SOURCE
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