ORGANIZATION STRUCTURE

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FARIDATUL DINIYAH
CEO

VIRGA RISKI N IQBAL MAJDA

SALES MANAGER MARKETING MANAGER

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Award and Certification :

1. Top Brand Award - Category Ready to Drink Coffee 2017.

2. Good Day Coffee got appreciation from IDPBA (Indonesia Digital
Popular Brand Award) category Coffee Booth 2018.

Our Products :
Good day coffee has now produced many varieties of flavors to attract
customers, including cappuccino, coffee freeze, tiramisu bliss, funtastic
mocachino and coffee freeze choco orange. Since its inception, good day
coffee has been widely known to tagline communities as “because life is
full of flavors” that reflect much of the flavor. The image made good day
coffee easier for the public.

About Us :

The quality of the product is an important thing that every company must
do if they are to compete in the market. Individual consumers have
varying perceptions of a product. Good day coffee is produced by the
most modern and sophiscated sophiscated machinery used to maintain
the fresh and nutritional value of selected coffee beans to produce the
best quality products for consumers. From the automatic processing of
raw materials to the ready products that leave the storage facility, no
direct contact with the human hand ensures that hygienic coffee remains
viable during the production process. Quality is a factor in a product that
causes it to be valuable.

Having a strong brand image is a must for any company, since their
image is a valuable corporate asset. A strong brand image can build a
good brand name. Quality products and a good image are believed to
attract customers. With the quality of products and the many flavors
produced by good day coffee, it is not possible to interest the public in
good day.

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Coffee has been considered a prized beverage in the home, the boarding
school, even among office workers, and is viewed as the most practical
and likable busting of all time. The public needs caffeinated drinks such
as coffee that are deemed to be more effective at eliminating drowsiness
than energy drinks, and it is no exception to the perennial PT Santos Jaya
who sends out the good day coffee variety. Good day was the coffee
produced by PT Santos Jaya immortal since early 2001.

Vision :

The quality products and many flavors variants produced by good day.

Mission :

1. Innovating to offer variety of coffee flavors.

2. Good day provides coffee ready to drink.
3. More economical sachet packaging coffee.
4. We are able to choose based on the taste you like.

Target Marketing

TEENAGERS AND ADULTS

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Price

This is the price of the product good day coffee. Good day coffee are
very cheep and affordable for all of people.

The following are the products good day coffee price table :

Type Price
Sachet
Good Day Cappuccino Rp. 18.900,-
Good Day Mocaccino Rp. 13.200,-
Good Day Rock Salt Caramello Rp. 14.500,-
Good Day Chococino Rp. 12.000,-
Good Day Vanilla Latte Rp. 12.000,-
Good Day Caribbean Nut Rp. 12.000,-
Good Day The Original Rp. 12.000,-
Good Day Freeze Mocafrio Rp. 21.800,-
Good Day Freeze Cookie n Rp. 21.800,-
Cream
Good Day Hazelnut Macchiato Rp. 21.800,-
Bottle
Funtastic Mocaccino Rp. 6.000,-
Tiramisu Bliss Rp. 6.000,-
Avocado Delight Rp. 6.000,-
Originale Cappuccino Rp. 6.000,-

Strategy Marketing

The marketing strategy carried out by santos jaya abadi Inc in marketing
its products is by using marketing strategy formulation that starts from
STP, namely market segmentation (segmentation), strategy for
determining target markets (targeting), and market positioning strategies
(positioning).

A. Marketing Segmentation Strategy

The following criteria needed in market segmentation include :
1. Geografis : whole region Indonesia.
2. Demografis : Gender
a. Religion – ALL
b. Job – ALL
c. Education – ALL
d. Tribe – NO LIMIT
3. Psikografis : Life style
Sales Target : Generally, our sales targets are people who likes
new things. As like new flavor of the product. This is in
accordance with the characteristics of good day.
B. Strategy for Determining Target Markets

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 In order to increase the company’s revenue. Adjustments must also
be made to the target market so that sales can be targeted at all
ages except children and toddlers.
C. Market Position
PT Santos Jaya Abadi managed strategy of customers, namely :
1. The product good day coffee are so many flavors, so the
teenegers will not feel bored to drink good day coffee.
2. Instant and practical for you to drink, because good day is the
product instant, if we are travelling, we can bring the product
good day which is in bottle.

The product sachet of good day coffee

The product bottle of good day coffee

Mind Share of good day

Good Day explains the product well to consumers in a way maintain the
quality of taste and innovation. In order to minimize trust in consumers.
Good Day has the slogan "life is full of flavors" so that consumers can
easily remember the Good Day product coffee brand image.

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Market share of good day

Market Share

Torabika
Good Day
Nescafe
Indocafe
ABC Instant

Based on the above data it is known that no single brand meets the
criteria for a market leader that owns the markets by 40%. Good day
instant coffee can take over the market asa market challenger or market
challenger, good day has a share of 32%. Mean while, torabika and
Indocafe, the market share of the market is 20% and 23%.

PROFIT SHARE

IMPROVEMENTS
MISCELLANEOUS COSTS
WORKING CAPITAL
INVESTOR'S DEVIDEN
MARKETING

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Partnership

Brand Ambassadors

This is Brand Ambassador the product good day coffee, namely :

1. Tiara Andini
2. Lyodra
3. Afgan

All of Brand Ambassador are a singer.

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PT Santos Jaya Abadi Profit Analysis

In 2019 as a whole PT Santos Jaya Abadi through Indonesia products a

profit of Rp. 100.500.000.000,-. In 2020 it increased by 8% to Rp.
108.540.000.000,-. In 2021 it increased by 13% to Rp. 122.650.200.000,-
billion. In 2022 it increased by 17% to Rp. 143.500.734.000,- billion.

Profit
YEAR (%)
(billion)

2019 Rp. 100.500.000.000,- -

2020 Rp. 108.540.000.000,- 8%

2021 Rp. 122.650.200.000,- 13%

2022 Rp. 143.500.734.000,- 17%

Profit Analysis
18%
16%
14%
12%
10% Profit Analysis

8%
6%
4%
2%
0%
2019 2020 2021 2022

Promotion

Tagline : Life is full of flavors.

Advertising : platform digital marketing, event, brochure.

Events :

Offline : Good day held events in schools, sport competitions, festivals

music and other. Our selling is very nice because our product isn't only
hot coffee but also ice coffee. Hot coffee is best seller in festival music
because festival music often held at night so that is perfect time for
having hot coffee and Ice coffee is best seller in school fun fair and sport

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competitions because those often held at morning until afternoon so ice
coffee is perfect in hot weather. Sometimes we held fun games to get the
prizes.

Online : will be held competition which involves social media users to

always be creative and innovative, such as making a good day cover and
others.

A. Online Marketing

B. Offline Marketing

We put our product in stalls, malls, mini markets so it can be easily

obtained, ranging from stalls to large supermarkets.
Judging from the product life-cycle aspect, good day is currently in a
mature, stable position, has a very strong brand, mind brand of instant
coffee. At this stage good day should not be complacent, in the sense
that good day still has to hold a promotion to remind customers that
good day is still in the lead, and always continues to innovate for
product evaluations and promotion strategies.