Analysis J.

co Donuts And Coffe

Department of Baking Technology And
Management

大同技術學院
I GEDE AGUNG SRI RENDRA
HAFIZH ILMI MAULANA
YESSI TYANAWATI
WAHYU ADJI SAPUTRA
NOPRI
 About
J.Co Donuts & Coffee
• Who doesn't know J.Co?

• J.Co.Donuts is actually not a pioneer in the donut menu-

based cafe industry in Indonesia. Previously there had been
Dunkin Donuts.

• However, since entering the market in mid-2005, J.CO

immediately became a byword, beating the popularity of
Dunkin Donuts, and posting high sales growth.

• When the first J.co Donuts and Coffee outlet opened on

June 26, 2005 in Lippo Karawaci, Indonesia (head office),
many thought that this donut outlet was a foreign franchise.
Understandably, because at that time donut shops that had
an open kitchen concept did not yet exist in Indonesia.
SEGMENTING , TARGETING, AND POSITIONING
 SEGMENTATIONS
Market Segmentation in J.CO Donuts and Coffee is
the middle-upper segment with a dynamic, young,
plus modern lifestyle.
Young people who have just started work and have
a high level of consumption and are looking for a
lifestyle.
With an age range of 22-27 years for beverage
segmentation and age 20-35 years for food
segmentation.
The segmentation is divided into 4:
Geographic Segmentation
Demographic Segmentation
Demographic Segmentation
Psychographic Segmentation

This segmentation is based on:

social class classification
lifestyle, or other personality traits.

J.CO Donuts & Coffee targets the middle to

upper middle class with a modern lifestyle, likes
social activities such as hanging out in cafes, and
likes food and drinks with premium brands.
 Behavior Segmentation

This segmentation is based on the level of

knowledge, attitude of use or response to a
product. This segmentation can be
distinguished on the basis of: use
opportunities, benefits sought, user status, and
level of use.
 Behaviour Segmentation

J.CO Donuts & Coffee does not recognize the

opportunity to use it. Meanwhile, in terms of the
benefits sought, it can become a status symbol
and an instrument for fulfilling people's tastes.
 Behaviour Segmentation

This segmentation is based on the level of

knowledge, attitude of use or response to a
product. This segmentation can be
distinguished on the basis of: use
opportunities, benefits sought, user status, and
level of use.
 Behavior Segmentation

In addition, J.CO Donuts & Coffee targets

potential consumers and consumers who remain
brand competitors to expand the market and do
not recognize the level of usage.
 Targeting
The main target of JCO is young people and
families whose age of family members is less
than 55 years. We can see this from the JCO
counter design and product packaging, which are
brightly colored but not tacky and suitable for
the upper middle class consumers.
POSITIONING
The identification of the J.CO Donuts & Coffee brand
positioning when viewed from the brand itself is as
follows:
• J.CO Donuts & Coffee is a local brand positioned as an
international brand.
• J.CO Donuts & Coffee is a representation of a modern
lifestyle that relies on the best quality and service.
• J.CO Donuts & Coffee offers ambience to its customers,
we can see this from the interior arrangement of the
outlets and the comfortable table and chair facilities for
customers.
ANALISIS SWOT
Strength :
• The donuts are made using modern machines, starting from the
dough, how to cook it, to covering the surface of the donut with
ingredients that characterize each type of donut.
• The concept of 'open kitchen'.
• Good atmosphere.
• Various variations in the appearance and taste of the product.
• The staff of J.Co Donuts and Coffee are friendly and nimble in
serving their customers.
• The location or position of the outlet. Even though they are in the
same mall as their competitors, J.Co almost always targets the
Hook position, or at least in the direction of the entrance (usually
opposite or adjacent to its brother BreadTalk).
Weakness :

1. Inadequate seating in some outlets

such as at Pluit Village.
2. Not yet standing alone outside the
mall like Dunkin which has many
Dunkin Cafes that stand alone outside
the mall.
Opportunities :
• Award
In its first year of operation, J.Co Donuts & Coffee was
awarded the “Marketing Award” as the brand with the
best product innovation. After this award, J.Co won “Best
Donut 2006” in Free Magazine at the end of 2006. In 2008,
J.Co Donuts & Coffee was awarded “The Integrated
Marketing Strategy Champion 2008” in business magazines
SWA and Markplus & Co. Another award that J.Co Donuts
& Coffee received was the 2008 CAKRAM AWARD for the
Breakthrough Campaign category at Food & Beverage.
Threat :
• As a player in the food and beverages market–
specifically on donuts and coffee, J.Co Donuts & Coffee
has several competitors: I-Crave and Krispy Kreme.
Talking about the donuts and coffee business, Dunkin
Donuts can't be missed.
• The brand, driven by Dunkin'Brands, has been around
since 1950. This brand covers worldwide for market
reach and is still standing with several types of products
on offer: donuts, brownies, croissants, muffins, coffee,
chocolate, and others. In terms of age, it is clear that
Dunkin Donuts has more flying hours than J.Co Donuts
& Coffee, which was only founded in 2005.
• However, Dunkin Donuts is not a competitor to
J.Co Donuts & Coffee. This is because the
Dunkin Donuts concept is more focused on
mainstream donuts, J.Co Donuts & Coffee is
more positioned as a donut that is luxurious in
terms of appearance and packaging as well as
selling a lifestyle (life style).
 J.CO DONUTS
AND COFFEE
DISTRIBUTION
CHANNELS
• For distribution, J.Co chooses to distribute its products in malls
because its segment is middle class. And J.Co almost always
targets Hook's position, or at least in the direction of the entrance
(usually opposite or adjacent to his brother BreadTalk), so that
when visitors enter the mall, they will immediately see the outlet.
• J.co Donuts & coffee made a strategy that was realized in the
form of sampling around the outlets, creating twitter, web and
fanpage accounts on Facebook in cyberspace, entering the
community of arisan mothers by holding factory visits and donut-
making demos. For this company, visitor endorsements do not
need to be needed because the long queues that snake in outlets
and the media that write stories about the delicacy, uniqueness,
and excitement of J.co are more important. And this strategy
succeeded in creating word of mouth and reaping publicity. In
terms of appearance, J.co outlets try to present an international
feel with a minimalist design that is simple but still elegant and
modern.
Thank you😊