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

Introduction

This tutorial explores the application of the 5P strategy in branding for two major coffee players: Starbucks and Kopi Kenangan. Understanding how these brands utilize the 5P framework—Product, Price, Place, Promotion, and People—can provide valuable insights into effective marketing strategies, especially in the rapidly growing coffee industry.

Step 1: Analyze the Product Offering

• Define Product Features:

  • Starbucks offers a wide range of coffee beverages, teas, and food items, focusing on premium quality and brand experience.
  • Kopi Kenangan emphasizes local flavors, offering unique beverages that resonate with Indonesian culture.

• Evaluate Product Differentiation:

  • Starbucks positions itself as a luxury brand, creating a premium experience through store ambiance and customer service.
  • Kopi Kenangan focuses on affordability and accessibility, aiming to cater to everyday consumers.

Step 2: Understand Pricing Strategies

• Starbucks Pricing:

  • Uses a premium pricing strategy, which reflects the brand’s image and quality.
  • Prices may vary by location, often reflecting the local market conditions.

• Kopi Kenangan Pricing:

  • Adopts a competitive pricing strategy that appeals to a broader audience.
  • Prices are set lower than Starbucks, targeting budget-conscious consumers while maintaining quality.

Step 3: Explore Distribution Channels

• Starbucks Distribution:

  • Operates through a global network of stores, including standalone cafes and partnerships with retailers.
  • Offers online ordering and delivery services to enhance convenience.

• Kopi Kenangan Distribution:

  • Focuses on local outlets, often located in high foot-traffic areas.
  • Utilizes delivery apps to reach customers who prefer at-home consumption.

Step 4: Analyze Promotional Strategies

• Starbucks Promotions:

  • Engages customers through loyalty programs and seasonal promotions.
  • Uses social media and influencer partnerships to create buzz around new products.

• Kopi Kenangan Promotions:

  • Leverages local marketing tactics, including grassroots campaigns and community engagements.
  • Utilizes social media to connect with younger audiences and promote limited-time offerings.

Step 5: Consider People in the Brand Experience

• Starbucks Customer Experience:

  • Trains employees to provide exceptional service and create a welcoming atmosphere.
  • Focuses on building a community around the brand, encouraging customer loyalty.

• Kopi Kenangan Customer Experience:

  • Aims for a friendly and approachable service style, reflecting local culture.
  • Engages with customers through direct feedback and community involvement to enhance satisfaction.

Conclusion

The 5P strategy offers a robust framework for analyzing and developing brand strategies in the coffee industry. By examining the distinct approaches of Starbucks and Kopi Kenangan, marketers can identify effective practices that resonate with different consumer segments. Consider applying these insights to your own brand strategy, focusing on product differentiation, competitive pricing, strategic distribution, engaging promotions, and exceptional customer experiences.