PRESENTASI AKHIR PARUH PERTAMA - MANAJEMEN PEMASARAN JASA

MARKETING MIX 8P
Tanamera Coffee Indonesia
Kelompok:

Astuti Pangestu
Chairunnisya
Hidayat Fathoni Amrullah
Silvia Kartika Dewi
About Tanamera Coffee Indonesia
Established since 2013 by Dini Aryani Criddle

Businesses : Coffeeshop, Coffee Barista Training Classes, Coffee Machine

Distributors (Giesen & Slayer), Coffee Beans

Outlets :

- Thamrin City Office Park (Jakarta)

- Summarecon Scientia Square Park (South Tangerang)

- Lobby One Pacific Place (Jakarta)

- Pantai Indah Kapuk (Jakarta)

Positioning Map Tanamera Coffee Indonesia
Product
 Price

Experienced service marketers recognize the need the need to take a

holistic view of the entire performance they want costumers to
experience. Lovelock & Wirtz (2011)
 THREE COMPONENTS

1
Core Product
The core product is the central component that supplies the principal , problem-
solving benefits consumers seek.
Beans Foods Drinks Barista Class

Beans (Arabica)
 Training Class Foods (Breakfast and
Drinks (Black, White, )
(Barista, Brewing, Brunch, Tanamera
Artisan Tea, Freshly Classics, Salads, Bites,
Espresso Basic, Latte
Squeezeed) Mains, Burgers)
Art Basic)
2Supplementary

Order Biling and Payment

Information

Delivery of the core

product usually is
accompanied by a
variety of other service-
related activities referred
to collectively as Consultation Hospitality Exceptions
Supplementary
Services
3Delivery Processes

The design of the service offerings

must address the following issues
Service components
Costumers Role
How long delivery lasts
Leve and style of service to be
offered
Place
 Place

Distribution strategy responses to four questions (What? How?

Where? When?). Lovelock & Wirtz (2011)
Information and Promotion Flow Negotiation FlowProduct Flow
 Offline Store
Serpong Pasific PlaceThamrinPantai Indah KapukKebayoran
Online Store
B2B
PRICING STRATEGY

Cost-Based Pricing
Berkorelasi dengan biaya yang
dikeluarkan (Harga Pokok)
Value-Based Pricing
Tanamera menggunakan premium
strategi dikarenakan penikmat specialty
coffee tidak terlalu sensitive dengan
harga
Competition-Based Pricing
Harga dari Second Wave based Coffee,
Starbucks, selalu menjadi acuan
Tanamera meskipun dari segi kompetisi
bukanlah competitor secara langsung
PREMIUM
STRATEGY
 PROMOTIONS
STARTEGY
1. Advertising
2. Public Relations /
Publicity
3. Sales Promotions
4. Personal Selling
5. Direct Marketing
6. Sponsorship
ADVERTISING
 ADVERTISING
1. in- store displays
2. Radio
3. Billboard
4. brochures and catalogs
5. Signs
6. Video
 PUBLIC
RELATIONS
 SALES
PROMOTIONS
1. Voucher
2. Loyalty card Buy 9 Free 1
3. Employee Discount - Tanamera x
HM Sampoerna
4. Mandiri Fiestapoin & e-cash
discount
5. B2B, coffee beans special price
6. Occasional Discount (Kartini,
Internartional Coffee Day,
Valentine dll)
7. HSBC Credit Card 15% Disc.
 PERSONAL
SELLING
1. B2B Partnership
2. Events
DIRECT
MARKETING
1. Website
2. Facebook page
3. Facebook ads
4. Instagram
5. Instagram ads
6. Social media collaboration
7. Newsletter (mailchimp) DIRECT MARKETING
SPONSORSHIP
SERVICE
MARKETING
MIX
8P
Physical Environment
 Physical Environment
MUSIC Ambient Conditions
Physical Environment
Ambient Conditions

SCENT
Physical Environment
Ambient Conditions

COLORS
 Physical Environment - Space/Function

Counter Table Room Kitchen Office

Physical Environment Signs, Symbols, and Artifacts
PEOPLE
Minimum Education Background : Senior High School Graduate,
Diploma III
Selection and Recruitment Media :

Recruitment
Poster*
*Selected Locations
Employee Competencies

Skill & Experience

English
Computer Literacy
Jobstreet.Com
LinkedIn
Selection and Recruitment
Organizational (1)
Organizational (2)

Direct Contact with

Customers
= Company
Representatives
PRODUCTIVITY AND QUALITY

Soft Measures :
Customer Survey (Tanamera Thamrin City)
bit.ly/tcthamrin at Februari 2017
Assessment for measure customer satisfaction
Identify Competitors
Customer Suggestion and Critics
Productivity
Proses paska panen dan roasting
Natural process, Pulp-Natural/Honey process, dan wash process (untuk
flavorful, fruity-acidity serta sweet-floral aromatic kopi arabika yang
dihasilkan).
Roasting menggunakan mesin sendiri dilanjutkan QC melalui cupping test.
Benefit : nilai pelanggan dalam bentuk kopi berkualitas tinggi dan terkontrol,
minimalisasi produk gagal
Promo makanan dan minuman gratis
Untuk pengguna Mandiri debit dan Kredit serta e-cash, diskon 50%.
Transaksi minimal Rp. 150.000,- mendapatkan free Banana Caramel atau
Croissant Butter Pudding
Benefit : nilai pelanggan dalam premium, pembentukan loyalitas pelanggan
Productivity

Makanan ringan menggunakan bahan dasar kopi

Food pairing : Coffee Cake
Espresso dari freshly roasted bean dicampur dengan bahan lain (butter,
gula, susu, dan cream)
Benefit : Nilai pelanggan dalam bentuk makanan unik, reduksi waste of
materials
Barista Class
Benefit : Nilai pelanggan dalam bentuk edukasi dan ketrampilan, reduksi
waste of materials
Customer-Driven Productivity

Aktivitas wholesale untuk kafe, restoran, pasar khusus

Pelatihan, peralatan, dan dukungan lainnya.
Penggunaan Perangkat Tablet di Kasir : reduksi waktu pelayanan,
minimalisasi antrian
Kerjasama dengan pihak ketiga :
Tanamera Thamrin City dan Tanamera Serpong
Memudahkan konsumen yang sibuk dan tidak sempat berkunjung ke
outlet
Thank You :)