DESIGNING BETTER CUSTOMER EXPERIENCE

FINAL EXAM
MM5001
MARKETING MANAGEMENT

S Y N D I C AT E 8
DIAS N. DWI S. ERIK P. FIRLIANI S.
29322493 29322461 29322449 29322432

EUROKARS MOTOR INDONESIA

01. Summary

02. Background

03. Market Research

04. Customer Journey

05. Marketi ng Strategy

 SUMMARY

• Indonesia is one of the 10 countries with the most Starbucks outlets. However, Starbucks
has a lot of competitors in Indonesia, i.e.
C U R R EN T
• To be the best coffee shop chain in Indonesia, Starbucks wants to be ahead of its
CO N DI T I O N S competitors, one of the strategies is improving satisfaction level in terms of customers’
experience.

• There are several consumer key triggers and barrier

• Key triggers for the consumer to choose Starbucks are pleasant atmosphere/ambiance,
accessibility, standardized but customized menu, and friendly staff.
M AR KE T • Key barriers for the consumer to not choose Starbucks are face value price, taste, less
R ESEA RCH authenticity, and long queue.
R ES U LTS • By occasion, Starbucks consumers are divided into two: hang-out consumers and grab-and-
go consumer
• Hang out consumers important: comfortable and clean store, friendly staff, and price
• Grab-and-go important: access, price, taste
 SUMMARY

• Sources of awareness of Starbucks consumers are friends or colleagues, outlets, and

electronic direct message
• Starbucks consumers consider to choose Starbucks due to its image of prestige, social media
C U STO MER reviews, and menu comparison
J OU R N E Y • On purchase, Starbucks is divided into two: hang-out consumers and grab-and-go
consumers. Consumers prefer to buy Starbucks in outlets.
• Starbucks consumers will spread good word of mouth if they have a special moment at
Starbucks, high promo, and next-level experience (i.e. good view)

• To have multiple approaches that will support each other and lead to one goal: wider customer
segment = more sales opportunities
• Improve the image of a professional working place by serving fully equipped private / VIP
WAY
room
FORWAR D FO R • Improve product by serving premium products and artisan coffee
STAR B U CKS • Reach a wider range of consumers by opening a pop-up store
• Shorten the waiting time for the grab-and-go consumer by launching a new feature on
Starbucks App: Pre-Order
 BACKGROUND
S TA R B U C K S I N I N D O N E S I A

1971, USA 2002, ID

Selected countries with the largest number of

Starbucks stores worldwide as of October 2022
 BACKGROUND
S TA R B U C K S M A R K E T S H A R E I N I N D O N E S I A

Number of coffee shop outlets in Indonesia Share of market value of largest coffee chains in
between August 2019 to April 2020, by brand Indonesia in 2019

Source : https://www.statista.com/statistics/1034500/indonesia-coffee-shop- Source :https://www.statista.com/statistics/1034500/indonesia-coffee-

outlets-number-by-brand/ shop-outlets-number-by-brand/
 BACKGROUND

• Non-Coffee Products
Cha Time
C Ban Ban
•
•
Affordable Price

Non-Coffee Products
O • Price
Kopi Kenangan • Place
M • Indonesian Menu

S E RV I C E P Janji Jiwa •
•
Place
Application

E
VS
• Place
Famili Mart
• Price
M A N P OW E R T Harlan Holden • Application

Tanamera Authenticity - ”so” coffee

I
•
P L AC E & V I B E Pison • Place

T •

•
Heavy Meals

Heavy Meals
TO P O F M I N D O Djournal • Place
• Membership

R Coffee Bean • Place

Excelso • Place
 MARKET RESEARCH
RESEARCH OBJECTIVE

Understand consumer’s
Identify Starbucks
Identify Starbucks percepti on, expectation,
consumer needs and gap
consumer group usage, and atti tude
through brand experience
towards Starbucks

Method : Focus Group Discussion

MARKET RESEARCH
RESPONDENT CRITERIA

DEMOGRAPHY
MALE-FEMALE
AGE 25-45
SEC UPPER
EMPLOYEE

USERSHIP CRITERIA
• USERSHIP SEGMENT, DIVIDED INTO 2 CATEGORIES
o LOYAL CONSUMER (BUMO) OF STARBUCKS IN THE PAST 1 MONTH, GOLD
MEMBER OF STARBUCKS
o REGULAR CONSUMER (TOP 3 BRAND) OF STARBUCKS IN THE PAST 1 MONTH
• ALL MUST BE AWARE OF STARBUCKS
• ALL MUST BE A REGULAR COFFEE/PLEASURE BEVERAGE DRINKER

LO C AT I O N
JABODETABEK
 MARKET RESEARCH
S TA R B U C K S C U S T O M E R S AT I S FA C T I O N D R I V E R

Starbucks outlets and its services are the main reason why consumer choose Starbucks for their beverage
needs .
STARBUCKS CUSTOMER
HI
    Pleasant Atmosphere / Ambience
• Most of the loyal user claimed the habit of coming to Starbucks were from their needs of a cozy
place
     

    Accessibility
• The outlets are available at most of the place where the loyal user spent time (i.e. office, mall)
     

    Standardized but customized menu

• Loyal user can depend on Starbucks consistent taste
• Loyal user also like how they can customize the beverage (e.g. level of sugar, type of syrup, milk
variation)
     

    Friendly Staff
• The barista friendly attitude makes consumer feels special and wants to come back
• The staff is also knowledgeable without being condescending, making consumer feels welcome
LOW
 MARKET RESEARCH
S TA R B U C K S C U S T O M E R S AT I S FA C T I O N B A R R I E R

Besides price, product quality become the biggest reason why consumers is not choosing Starbucks as the
brand for their coffee needs.
STARBUCKS CUSTOMER
HI
    Face Value Price
• Starbucks price (before promotion) is becoming one of the biggest reason why consumers not
choosing Starbucks
• Consumer thinks they can find better product with similar price
   

    Taste
• Their products taste is not the best compared to other brands, especially the coffee
• There are no “characters” to their product (i.e. their coffee don’t have signature smell / notes /
taste)
     

    Less Authentic
• Starbucks is being seen as “the fast food of coffee”
• Very few outlets with signature layout / architecture, thus no special feelings when visiting
     

    Long Queue
• In peak hours, the queue is quite long
LOW • Other brands have a feature to order first, pick up later via their app, which Starbucks doesn’t
have
 MARKET RESEARCH
S TA R B U C K S U S A G E H A B I T
When to Buy
M I N . O N C E A DAY, E V E RY DAY
• Mostly, consumer buy Starbucks in the
morning and afternoon (after breakfast to
after lunch).
• However, some is also buying Starbucks in
the evening to stay fresh during work
hours.
Purchase Habit
WHERE
• Office: in the lobby of consumer office
• Malls
• Brick and mortar : a stand alone outlet,
more favorable for outlets with great view
to the outside / have big windows
FUN FACTS!
• Consumer is buying Tumbler and Starbucks card,
treating it as collectibles.
• In the morning, consumer has higher tendency to buy
food as well.
• Some of the consumer say “Buy 1 Get 1” to define
Starbucks, as their BOGOF promo is available almost
everyday.
• Almost all of Starbucks consumer are planning to buy
(not impulse buying)
HOW MANY
• For consumer who is buying beverage with
high concentration of coffee (e.g. Americano,
Cold Brew) they buy it one
• For consumer who is buying “sweeter”
beverage (e.g. chocolate, tea, frappuccino),
they may purchase 1-2 times a day.
 MARKET RESEARCH
S TA R B U C K S K E Y I N F L U E N C E R

Promotion and outlets availability are very good to raise awareness and improve consideration. However,
Starbucks image as “a place for executive” are the most convincing one.

LOW HI

     

ACCESSIBILITY TO OUTLETS PROMOTION PRESTIGE IMAGE

• As the advertisement of Starbucks is • Promotion become key trigger for
spread, having the outlets easily found consumer to buy Starbucks
everywhere will enhance the possibility • Loyal user is chasing promotion via
for consumer to buy Starbucks regular buying (loyalty program) to get
free products, whilst regular user finds
BOGOF or discount more attractive
• As a place where lots of professional /
students do their work, Starbucks are
being seen as “a place for executive”,
expensive, and exclusive. This
intrigued consumer to try.
• The high price and high-variation of
product customization also making
Starbucks looks very sophisticated to
others.

“It’s usually placed in strategic location -
near lobby or inside a department store,
so it’s a nice place to have appointment
with friends.”
Loyal consumer
“There are times where the price is not as
expensive as other brands, that’s when I
want try for the first time.”
Regular consumer
 MARKET RESEARCH
S TA R B U C K S C U S TO M E R T Y P E - H A B I T

There are two types of consumer for Starbucks : ‘hang-out’ consumer and ‘grab-and-go’ consumer.
A person can change their type depend on the occasion despite their loyalty status. Quality of outlets
become the important thing for hang-out consumer, whilst access is the driver for grab-and-go consumer.

Hang-out consumer   Grab-and-go consumer

Using Starbucks as a place to hang A place for consumer to get coffee as

Definition
out for work, school, or social activities soon as possible
Food and beverage Product consumed Beverage

Starbucks at mall
Starbucks at the office
Starbucks with great view Place
Starbucks drive through
Starbucks with big outlets

In the evening In the morning / afternoon

Time
Weekend Weekday

Comfortable and clean store Top 3 trigger to Access

Friendly staff choose a coffee Taste
Price brand Price
 CUSTOMER JOURNEY
CUSTOMER JOURNEY MAP
PERSONA
•Tasya, 30 y.o (single), upper class
•Private sector employee, she love to
drink coffee and hang out with her
friend.
•Social media : Instagram
SCENARIO
●Tasya is very busy with her work
especially in the morning. However, she
want to buy a cup of coffee which have
good flavour and fast service before start
her work, otherwise she can’t focus.
●On the weekend, Tasya love to hang out
with her friends. She needs to decide the
place that they can visit, with can offer
various menu and also convenient to stay
for couple of hours.
 CUSTOMER JOURNEY
CUSTOMER JOURNEY MAP

Awareness Consideration Purchase Onboarding Advocacy

Select payment Take away the • Invite friends to
• Looking around the area • Compare the menu, price, Select menu
User Action

option order Starbucks. • Complaint to

• Search nearest coffee shop in promo, distance location, vibes
or facility of the store and Select service • Persuade to store manager
Google maps
services. Choose area to Consume & sign up for • Give bad
• Search “best coffee shop” option : dine-in
• Review official social media sit or stay hangout in the store loyalty member review on
on social media and Google or takeaway
• account and website of each • Review in social media
Ask friends and coworker
brand Socmed & Blog

• Barista • Payment
Touchpoints

• Social Media • Brochure • Socmed official account

• Outlet store • POSM at cashier getaway • Email
• Website • Outlet store
• Social media desk machine • Barista/manager
• Food apps • Merchandise
• Search engine • Order confirmation • Shelf product
• Blog shelf
• Banner, brochure • Starbucks loyalty • Chalkboard,
• Digital ads card screen display

• Lack description of the menu, • Payment machine error or limited

• No response or late response for
taste and ingredients. option
Points

• No promo available. customer’s complaint

• Starbucks loyalty app error,
Pain

• Store too far loyalty card undetected

• Long queueing, no empty seat. • No empty seats available
• Taste less tasty. • Wrong menu input

• Provide most used payment method. • Ensure to follow up directly on each

• Always maintain and update the loyalty
Solutions

complaint both offline and online.

Possible

system. • Build communication with consumer

• Rearrange the setting seat and enlarge the (always present when there is good or
space. bad review, always share apology and
• Reconfirm to consumer on each order appreciation).
before payment happen.
 CUSTOMER JOURNEY
AWARENESS PHASE

What is the customer problem?  How the customer solve their problems?

• • Ask for friend’s recommendation
Want small effort to get the coffee
• • Browsing in Google with certain keywords such as “nearest coffee
Need a quality coffee
• Need place to hangout where also sell beverages and foods  shop”, “best coffee shop”, “best coffee”, “coffee promo” etc
• • Looking around the area to see the available store
Search for competitive price of coffee yet good in quality
• Getting information from ads 

What brand that being the customer’s top of

How the customer aware with our brand?
mind for coffee shop?  • Through Google search SEO first page, Google maps location
• Through website (www.starbucks.co.id) and social media official
• Starbucks  account (Instagram : @starbucksindonesia. Twitter :
• Kopi Kenangan @SbuxIndonesia. Facebook : Starbucks Indonesia. Tiktok :
• Janji Jiwa @starbucksindonesia). 
• Kulo • Promotion channel : Paid ads, brochure, banner
• Excelso • Outlet store
• The Coffee Bean
 CUSTOMER JOURNEY
C O N S I D E R AT I O N P H A S E

What barrier might turn down the

What USP might attract customer? 
customer?
• Authentic coffee taste • Good atmosphere and facility
• High variation of menu • • High price
Location easy to reach
• • • Limited menu option
Customized order Collectible merchandise
• • • Basic taste of coffee (unauthentic)
Competitive price Loyalty member benefit
• Fast and good service • • Limited seat available
Easy order via apps
• • Bad atmosphere (noisy, dirty)
Available promo
• • No promo available 
Various payment option
• Long queueing

What promo appealing for What is the competitor’s USP?

customer?  • Kopi Kenangan : less price, authentic coffee taste, easy
order through apps
• Janji Jiwa, Family Mart : less price, easy to find (many store
• BOGOF (Buy One Get One Free)
• near office)
Cut price promo (% off price)
• Harlan Holden : good atmosphere, authentic coffee taste
• Loyalty point rewards
• Piston : good atmosphere, high variation of menu (food
and beverages)
 CUSTOMER JOURNEY
PURCHASE PHASE

What USP attract customer?  What barrier turn down the customer?
• High variation of menu (esp.
beverages)
• Good service (friendly,
cheerful, well knowledge)
• Various service option (dine-
in and takeaway)
• Spacious room, good
atmosphere
• Loyalty card special edition  • Limited menu option (esp. food)
• Easy payment with loyalty
card 
• Various payment option
(digital and cash)
• Promo
• Limited seat available
• Bad atmosphere (noisy, dirty)
• Long queueing
• Trouble during payment (error on loyalty apps or
payment gateway)
• Wrong order input
 CUSTOMER JOURNEY
ADVOCACY PHASE
Why customer review is important?  How to get customer review?
• To know what customers like and don’t like about the products
or services and what the brand can improve
• Build brand expertise → validate the brand’s expertise and show
potential customers that Starbucks worth for them.
• Customer feedback creates that ‘social-proof’ trust that
encourages other visitors to buy.
How to respond on good review?
• Appreciate customer review and say thank you with
personalized message.
• Listen to what made their experience 'good' and find a way
to make it 'great.'
• Follow up the customer by share new or relevant
information, but don’t make it too sales-focused.
• Share appreciation gift to make them feel valued. 
 
• Ask customer to give review → provide multichannel
review options, follow up on recent interactions or
purchases by asking for a review, offer incentives for each
review
• Earn organic review from customer → Actively engage with
customers, listen to their needs and use the feedback to
create a better experience.
How to respond on bad review?
• Publicly acknowledge and thank the customer—quickly
(usually happen for social media review)
• Offer to have a private conversation
• Sharing the proof that brand have solve the issue and
create better experience for customer. 
M A R K E T I N G S T R AT E G Y

The STEPS
1. D e fi n i n g Ta r g e t M a r ke t
2. D e v e l o p a U n i q u e P r e p o s i ti o n
3. T h e S t r a t e g y
 M A R K E T I N G S T R AT E G Y
D E F I N I N G TA R G E T M A R K E T

Who : Young Professionals |

THE SOCIAL Peopl e that uti l ize Starbucks as a
High-end School Students |
PEOPLE common meeti ng point(s)
Social Gathering Women

Peopl e that have more Who : Coff ee Enthusiasts |

THE COFFEE knowledge and an advance Coff ee Infl uencer | Young
LOVER coff ee taste palett e Professionals

THE BUSY Peopl e that drink coff ee as their Who : Commuter | Daily Coff ee
SOCIETY daily routi nes Dri nker | Young Professi onals

THE Gold Tier Starbucks Member

Who : “Di e Hard” Starbucks
L O YA L I S T customers
 M A R K E T I N G S T R AT E G Y
DEVELOP A UNIQUE PREPOSITION

THE SOCIAL THE BUSY

PEOPLE SOCIETY
From “ Common Meeti ng Point ” Grab & Go Po p Up Sto re
 “Co mprehensive Hang Out Place”

THE THE COFFEE

L O YA L I S T LOVER
Pre-Order Features in Starbucks App From “Good regular coff ee” 
“Arti san Co ff ee”
 M A R K E T I N G S T R AT E G Y
T H E S T R AT E G Y

THE SOCIAL From “Common Meeti ng Point ”

PEOPLE  “Co mprehensive Hang Out Place”

Adding private room can give additi onal features to some sel ected
OBJECTIVES
outlets  Improve word of mouth

PRODUCT DEVELOPMENT
Additi onal fully equipped Private/ VIP room
PROPOSAL

KEY PERFORMANCE INDICATOR P&L from the speci fi c room

Soc ial Media | Media Release | Store Signage | Front Line/Bari sta
AWARENESS PROPOSALS
Off ering SOP | Pop Up Store

SALES PROMO Room & FNB package | Free room on minimum spendi ng

COLLABORATION Li ve TV/ Radio broadcasts insi de the room

 M A R K E T I N G S T R AT E G Y
T H E S T R AT E G Y

THE COFFEE From “Good regul ar coff ee”

LOVER  “Arti san Co ff ee”

As an opti ons for coff ee enthusi asts to escalate their coff ee

OBJECTIVES
experiences

• Premium product w/ curated beans, thorough processing &

PRODUCT DEVELOPMENT
Hi gher ser vi ng standard
PROPOSAL
• Improve current product to a more “local” taste demand

KEY PERFORMANCE INDICATOR Sales Growth %-age & engagement numbers

Social Media | Medi a Release | Store Signage | Front Line/Barista

AWARENESS PROPOSALS Off ering SOP | Pop Up Store | Events for coff ee enthusiasts | Free
tasti ng cup

SALES PROMO Free Upsize | Exclusive Bank Promo

COLLABORATION Exc lusive co llabo rati o n menu with respected barista/ cel ebriti es
 M A R K E T I N G S T R AT E G Y
T H E S T R AT E G Y

THE BUSY G ra b & Go Pop Up Store

SOCIETY

• To reach wider range & new custo mers

OBJEC TIVES • As an adverti sement/tasti ng spot to att ract custo mers tr y the
real experience at the offi cial stores

KEY PERFORMANCE INDICATOR Amount Sal es | # of repeat order customers ( Starbucks card)

• Create a pop-up store in public transportati on stati on (MRT) wit h

PRODUC T DEVELOPMENT
mid-high offi ce building area
PROPOSAL
• Sell fast ser vi ng and selected menu only

Social Medi a | Store Signage | The Store itself | Geo-tagging SMS

AWARENESS PROPOSALS
blast

Exclusive Mini/Value ser ving size product | Gift Voucher to be

SALES PROMO
exchanged in offi cial stores for new premi um products/ VIP Room
 M A R K E T I N G S T R AT E G Y
T H E S T R AT E G Y

THE Pre-Order Features i n Starbucks App

L O YA L I S T
• Encourage more member to uti lize more thei r app
OBJEC TIVES • To improve Gol d member customer ’s sati sfacti on level by solving
some paint poi nt i ssues

KEY PERFORMANCE INDICATOR Growt h contributi on %-age f rom Starbucks card order

• Additi onal Pre-Order Features on Starbucks App to reduc e

PRODUC T DEVELOPMENT
queuing /waiti ng ti me at selected outlets
PROPOSAL

AWARENESS PROPOSALS Social Medi a | Press Release| Starbucks A pp | Promoti on E-mail

 M A R K E T I N G S T R AT E G Y
THE CONCLUSION

THE SOCIAL THE BUSY

PEOPLE SOCIETY

THE THE COFFEE

L O YA L I S T LOVER

• T h e s e p r o p o s a l s h a v e m u l ti p l e a p p r o a c h e s f r o m l o y a l c u s t o m e r s t o n e w
c u s t o m e r s , f r o m r e g u l a r c o ff e e d r i n k e r s t o a d v a n c e d o n e s .
• T h o s e m u l ti p l e a p p r o a c h e s w i l l s u p p o r t e a c h o t h e r a n d c r e a t e a n i n p u t -
output cycle that leads to one GOAL : WIDER customer SEGMENTS= MORE
S A L E S o p p o r t u n i ti e s
THANK YOU