Strategic plan and market opportunity for kombucha as a functional drink

Over the years, tea consumption became associated with eating and living habits just like
coffee or soft drinks without regards to its benefits. The aging of the population and limitations
of modern medicine have caused many people to look for new ways to improve their health.
Doubts surrounding lifestyle and diet along with the growing interest in functional foods and
nutrateutical have contributed to this trend.
Tea product have a larger market after the bottle water. Indonesia is the fourth largest
population in the world. 25% of Indonesian people consist of youth, 63 million have average 1529 of age. The youth need a healthy life. According to Indonesian Soft Drink Association
(Asrim) estimates the market soft drinks instant tea nationwide grew 7.5% to 1.67 billion liters in
2011 compared to 2010 is 1.55 billion liters. The growth follows the increase in the number of
population and low level of consumption of soft drinks in Indonesian society. The main driver
for growth in soft drink tea market is the population of adolescents and young people in the
country. Teenagers and young people are the productive population and potentially have
disposable income levels continue to rise. Instant tea share stood at 8.9% in 2010, second only
drink bottled water, which reached 84% of the total soft drinks market ready-national.
The market opportunity for kombucha tea is wide in Indonesia, the competitor for this
new product is still low. The rate of urbanization in Indonesia is high too. It is approximately
54% form total population. Urbanization becomes a driving factor to increasing demand for
functional food. Urban lifestyle with a high level of activity was also pushing demand for
beverage products (Poeradisastra 2011). The trend shown that the urban people need a instant,
safe, comfort, and valuable food. Consuming regular products is no longer enough for upperclass shoppers, and they are now seeking products that provide them with greater benefit and
added value. Nielsen observed three categories that experienced growth by answering the needs
of the upper class: lifestyle, health and convenience.
For seeking a market opportunity we have made a SWOT analytical shown on table ..
(S) Strengths
(W) Weaknesses
1. access of raw material is 1. should keep on cool
high and cheap
2. quality of raw material
2. have a high health benefit
3. new product (not popular)
3. have a fresh taste
4. simple production
5. low competitor wide
market
(O) Opportunities
(SO)
(WO)
1. no commercial product
1. High market opportunity 1. Standardize the quality of
2. urban productive age is 2. Low competitor in same
product
product
2.
Seek for regulation
high
(T) Threats
(ST)
(WT)
1. the society belief
1. attractive marketing
1.maximalization
in
2. standard regulation
2.Product quality optimally marketing
and serving quality
2. product innovation

1. Analysis of STP (Segmentation, Targeting, and Positioning)

a. Segmentation
Market segmentation of the product divided into 3 groups based on psychographic (social
class, lifestyle and personality), namely:
1. Elder who have awareness of healthy food and beneficial for the body as well as an affordable
price and have a low immunity.
2. The general public who are members of the communities exercise such as yoga, gymnastics,
etc.
3. Travelers foreigners who are looking for unique culinary Indonesia.
b. Targeting
The main targets in marketing of this product is the general public who are members of various
sports community (yoga, gymnastics, bike, climber, etc.) who have a high purchasing power for
food products that have health benefits. Another potential target is elder who have a low
immunity and realize the importance of healthy food and beneficial to the body at an affordable
price. Target minor of the product is foreign tourists who are looking for unique culinary
Indonesia.
c. Positioning
Marketing of products is product which has an image as a "healthy beverage" and have a positive
impact on health. Products is positioned as a new product that is able to simplify and unify the
way the consumption of fermented tea as local food.
d. Industry Trends
Beverage industry trends emphasizes its function as a drink that can provide health and
invigorating effect to the body. Commercial kombucha is not entering the Indonesia market yet.
This will cause the trend of industries for product marketing "kombucha" will require more effort
in introducing a beverage product. Beverage manufacturers vying to produce drinks with
carrying icons and logo to attract customers. Drinks are also manufactured in a practical
packaging model thus allowing consumers to bring drinks anywhere with ease.
Poeradisastra F.2011. Prospek dan Perkembangan Industri Minuman Ringan di Indonesia
[terhubung berkala] http://foodreview.co.id/preview.php?view2&id=56483#.VnjdErZ97IU . 22
Desember 2015
Venu Madhay.2011. Consumer Buying Habits Change as Indonesia Welcomes a New Era
[terhubung berkala] http://www.nielsen.com/us/en/insights/news/2011/consumer-buying-habitschange-as-indonesia-welcomes-a-new-era.html . 22 Desember 2015