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KOPIKO

Group Member
Lim Mei Xian
PBS1421729
Safra Afina binti Zuraimi PBS1421759
Augustine Obum Onyebuchi PBS1421700
Lee Yoon Hoe
PBS1421739
Siah Che Wei
PBS1421707

Introduction

Sales report from


promoter
Sales of Kopiko Inbisco Italian Range in Econsave Banting
140

120
117
100

80
67

60

40

43
32

20

24

19
8

41944

41974

42005

42036

42064

42095

11
42125

42156

PRODUCT DETAILS

Root Cause & Key


Marketing Issue

Target
Market

Pricing

Failure in
Meeting
Consumer
Expectatio
n

Lack in
Marketing
Research

Conflict in
Branding

Lack of
Promotio
n&
Advertisi
ng

Inaccurate
Distributio
n Channel
and point
of
purchase
Brand
Name &
Packagin
g

Failure in Meeting Consumer


Expectation - Same coffee,
- International
Coffee Council
- 80% Robusta
Coffee is low
acidity & high
bitterness

different level of
milk
- Failed in designing
their level of the
milk content in the
coffee

- High Expectation

- Italian flavor
should have a
gourmet coffee
taste and
fragrance.

Lack of
Promotion & Advertising

NOT

advertise in any media electronics, print media

or e-channel

- Improve sales, but


only cover specific
area
- Promoter help in
customer decision
making but the
effect is not longlasting
- No promoter, the

Inaccurate Distribution Channel


and point of purchase
- place at
supermarket and
food
mart
- In term of
point
of
purchase, Italian
Range 3in1 is placed
together with all the
instant coffee in the
market
- Display not attractive

- not at the
level

Unappealing brand name and


unattractive packaging

-Not attractive to differentiate itself to the rest of the


product in the market

-Not help to deliver the product knowledge and product


value

Conflict in Branding

Percetual Mapping

Target Market

- Target Market is too small


and competitive
- Middle aged adults

Pricing
- RM16.05
to RM19.05
One of the
highest price
among the rest
of the Instant
Standard Coffee
-

Separating the Brand Name


Brand Extension
Increase Brand awareness
Separate the products they produce from the original
brand name.
Well known for producing candies

Increase the Reach of CUSTOMER

Outdoor
advertising
Facebook
Roadshow

Product Placement
Have their own block
-Eye-level shelving
-Selected outlets of
specialty stores

4P STRATEGIES

Conduct Market Research

Identify the target market,


Assess how much target market is willing
to spend on this coffee and how often
they buy

Meeting Consumer Expectation

Cappuccino, Caf Mocha and Caf Latte


flavors did not satisfied
Italian flavor should have a gourmet coffee
taste and fragrance.
Make all the necessary consultations and
research
Customer Expectation + Product
Performance

Rebranding and repackaging of


the Product.
Change to brand name that is short and
meaningful
Box packaging design should be
redesigned

Best alternatives
SEGMENTATION
TARGETING
DIFFERENTIATION
POSITIONING

Conclusion
Italian Range Product will excel in the
market if the company understand well
their target market through the initial
market research before product launch
together with drastic marketing epromotion.

References
Ander, W. N., & Stern, N. Z. (2005). Winning at retail:
Developing a sustained model for retail success. New
York, United State: Wiley.
Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic
and utilitarian sources of consumer attitudes. Marketing
Letters, 2, 159170.
Bonoma, T. V. (1985). Case research in marketing:
Opportunities, problems and a process. Journal of
Marketing Research, 22(2), 199-208.
Euromonitor International. (2015). Company share report.
Retrieved July 5, 2015, from http://www.euromonitor.com.

References
Hsu, J. L., & Hung, W.-C. (2005). Packed coffee drink
consumption and product attribute references of young
adults in Taiwan. Food Quality and Preference, 16, 361367.
International Coffee Organization. (2014). Coffee
consumption in East and Southeast Asia: 1990-2012.
Retrieved from
http://www.ico.org/news/icc-112-4e consumption-asia.pdf
Kerin, R. A., Lau, G. T., Hartley, S. W., & Rudelius, W. (2013).
Marketing in Asia. New York, United State: McGraw-Hill
Irwin.
Kotler, P., & Keller, K. L. (2009). Marketing management.
Upper Saddle River, N.J: Pearson Prentice Hall.

References
Kwok, S., & Uncles, M. (2005). Sales promotion
effectiveness: The impact of consumer differences at an
ethnic-group level. Journal of Product & Brand
Management, 24(3), 170-186.
Labbe, D., Ferrage, A., Rytz, A., Pace, J., & Martin, N.
(2015). Pleasantness, emotions and perceptions induced
by coffee beverage experience depend on the
consumption motivation (hedonic or utilitarian). Food
Quality and Preference, 44, 5661.
Mayora Group. (2015). Mayora at a glance. Retrieved July
6, 2015, from http://www. mayora.com/ourcompany/mayora-at-a-glance/

References
Mishra, A. (2013). Business model for Indian retail sector
The Cafe Coffee Day case: In conversation with V.G.
Siddhartha, Chairman, Coffee Day. IIMB Management
Review, 25, 160-170.
Ng, K. K. (October 11, 2014). Kopiko instant coffee
experience anywhere, any time. The Star. Retrieved from
http://www.thestar.com.my/Lifestyle/Food/Features/
2014/10/11/Kopiko-instant-coffee-experience-anywhereany-time/

THANK YOU

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