Yesterday I was surprise when my eyes saw some posters in small store near my house about new product of Kopiko. Since we knew that Kopiko in Indonesia is well known as a coffee candy and I think Kopiko also the market leader for coffee candy in Indonesia. Because I’m a coffee lover (black coffee actually) so I bought 1 sachet to try it (I drink coffee with milk or cream just for variation, or if I miss the taste of sweet in the coffee). And you how amazed I am when I drank it, the taste really good. I can recommend to other coffee lovers to try it, at least you won’t be disappointed with the taste.
The last positioning in tv campaign is ‘Number one in the world’ (Nomor 1 di dunia) which is described by how Kopiko is made by fine coffee seeds seemed showed that Kopiko is standing side by side with other coffee brand such as Nescafe, Kapal Api and so on. First I only think this is just a strategy for repositioning the product to the customer so that people not consider Kopiko as a candy but really a coffee than a candy. But now I realize that Kopiko really want to introduce itself as a real coffee product in Indonesia (because I search that Kopiko coffee already in some other countries).
Coffee is a common commodity which is many players already exist in the market. In marketing theory, producer should make a special form differentiation for common product (i.e. tea, medicine, sugar, etc) if you want to take a special position in consumer minds. Such as tea, you can mention many kind of tea, and you can buy it because of the specialties also the function of the tea. Green tea with pearl tea is different product, different taste and also different purpose.
There are some brands for 3 in 1 coffee has already exist and has a strong market in Indonesia such as Kapal Api, ABC, Indocafe, Nescafe, Torabika and still many brands are trying to get the rest of market segment among the giant brands. So how Kopiko will be compete to those brands which are already settle in Indonesia?
Kopiko maybe confidence with the brand in consumer minds before they try to sell variation products, it is one good point that the taste of the previous product (coffee candy) is satisfy enough in the market. So even Kopiko introduce a new product but I think people will consider to try it because of the Kopiko brand. But it must be supported also by good product so customer will continue to purchase (not only try) because the product satisfaction in it. Do I think the taste of Kopiko 3in1 is good? Good is not enough, because there are some coffee brands also had good flavor. So there is still one key selling point to support the taste so customer can remind it as the value added of the product. And Kopiko give the smart way to make the product different by using ‘brown sugar’ as its potential key selling point among other brands. I think no other coffee brand is paying attention with the ‘sugar’ taste become its selling point (and actually for me as coffee lover composition of the sugar in the coffee absolutely very important). So I think raising ‘brown sugar’ words in their marketing campaign is the smart way. People will curious how and what is the taste of brown sugar in the coffee? At least you will buy for first tester before you take decision to buy it for your regular drink in the morning. In this way, Kopiko is not offering just common coffee in the packaging but offering another form of coffee product.
I only disappointed with the packaging design of Kopiko, because for me it’s to similar with Torabika not only the color gradation, the picture of round coffee cup in front and also the packaging material (is it because of they are in the same group company?? Mayora) I think PT Santos with the Kapal Api and Kopi ABC even in the same group but have a very different characteristic in the packaging and not only rely on coffee cup picture in the front. I remembered that I had to see the posters twice to realize that it’s Kopiko Brown Coffee not Torabika, and I think I make it sure again when I saw the real packaging and I said to the shop keeper… “wow…it’s Kopiko, I thought it’s Torabika in the first sight”. I don’t know peoples opinion about it…but above all of it, welcome to the real coffee world Kopiko.
No comments:
Post a Comment