Do you know what is the difference between J.coffee and J.co? #rebranding #repositioning #newpreposition #rebranding

1. Strategy
–
The
Reborn

2. TALKING
POINTS:
REBORN.
1. Brand
objec3ve.
2. Category
analysis.
3. Audience
specific.
4. The
issues.
5. Key
insights.
6. Proposi3on.
7. Communica3on
direc3ve.
8. Strategic
concept.
9. Concept
ar3cula3on
tes3ng.
10. Ac3on
plan.
11. Crea3ve
applica3ons.
12. Budget.

3. Brand
objec;ve:
Business
sync.
Niche / specialized.
New / over shadow by mother brand Eroding
Ownable? Capitalizing what?
Differentiate: Own by J.Co as Mother Brand,
Be the first: In the market vs To own a story.
Niche / specialized.
Objec&ve.
introduce
to
own
a
space
and
build
compe;;ve
advantage.

4. Coffee
Bean
Coffee
Shop
2nd
Global
Player
Anomali
Local
player
visinya misinya menjaga value kopi
Indonesia dengan pengalaman baru mengopi
Category.
Bring
the
unique
taste
of
coffee
experience
as
trend
and
lifestyle
Starbuck
Coffee
Shop
1st
Global
Player

5. * Male + Female, AB socio-status
Unbelievers
20-30
Wivi seekerc/hangout,
workaholic.
60+
Traditional lifestyle
35-50Negative Positive
-20
idealist
40-50
Diet fanatics and
Healthy lifestyle
brand concern
Llifestyle enthusiast
And Market Player
25-40
Social drinkers
Health fragile
45-55
chronic illness
ashma
Trend and
Lifestyle maker
30-40
Fun Active lifestyle
Babyboomers
Audience
specific:
Transi3ons.
Alfa/indomart café/
Sevel/pop up cafe
Talk of the town
Consumer
profiling.
Patriots
coffee
lover,
trend
maker
and
lifestyle
seeker.
BIG MARKET
Snow Ball

6. Conversa&on
on
issues.
“Ngopi yuk!“ = Ultimate Social Connection"
(multiple meaning/activities ngopi and hangout, wivi, meeting, killingtime, etc )!
Tidak hanya sekedar untuk enery boost tapi lebih kepada rasa+social connection

7. Key
Insights.
‘Unlimited
experience
/
evergreen
coffee
experince’
Needs
=“Ngopi”
Kopi
dimanfaatkan
untuk
yang
niat
bergadang
Kopi
bagian
dari
gaya
hidup
modern
dan
trend
‘Ngopi
itu
nikmat
dan
untuk
kesehatan
sakit
kepala
dan
asma
kronis
Kopi
juga
untuk
start
your
day
Ngopi
sambil
hangout
dan
mee&ng
yuk!
Ngopi
aja
killling
&me
dan
cari
tempat
yang
cozy
bisa
wivi!
relax
Calm
down
Have a break
Improve
state
of
health

8. RE-BORN
Karena
Jcoffee
menawarkan
pengalaman
UNIK
ME-­‐‘NGOPI’
(mul3ple
needs)
dengan
rasa
kopi
yang
UNIK.
The
Hybrid
Coffee
Xperience
Independence
as
Brand
HOWPosi;oning
SOLUTION
‘Crea;ng
evergreen
coffee
experience’
Brand
Proposi3on.

9. Communica;on
Campaign
direc;ve:
Single
message
across
stages.
Campaign base : Reborn Jcoffee as brand and creating evergreen coffee experience
The Hybrid !
Coffee
Experience!
coffee shop + single serve + touch point!

10. CONSUMER
My
preferred
coffee
hybrid
experience
in
taste
with
Jcoffee
as
as
trend
and
lifestyle
CULTURAL
Seeking
for
in
evergreen
experience
coffee
and
lifestyle
CATEGORY
Bring
the
unique
taste
Of
coffee
experience
as
trend
and
lifestyle
BRAND
we
create
evergreen
coffee
xperience
Concept
Alpha
HIGH VISIBILITY is important
• Increase Brand Awareness
Brand
Reborn
(Branding,
Logo,
id)
Strategic
concept:
RE-­‐BORN
+
HYBRID
=>
EVERGREEN
Concept
Omega
Brand
Xperience

11. Concept
Alpha:
Brand
visibility
inspire
coffee
lover.
(
Branding
and
Unique
taste
leads
to
Jcoffee
–
transforma3on
)
-­‐
Coffee
shops
=
Provoca3ve,
unique,
engaging.
Since coffee is an Impulse product,
HIGH VISIBILITY is important!
High awarness and recall Jco as mother brand rather than
Jcoffee more to low awarness.
Other player is already establish in the coffee shop war
also infrastructure and chain (single serve in the hypermart
and attached with local mart.)
Jcoffee in EVERY CORNER!
Concept
Omega:
Avid
coffee
lifestyle.
(Hybrid:
Unique
Taste,
emo3onal,
experience)
Yuk
ngopi……Jcoffee….unique
taste
Yuk
ngopi……Jcoffee….cozy
Yuk
ngopi…..Jcoffee…..wivi,
fast
lane,
pre
order,
…….Jcoffee…have
fun…playground
for
modern
trend
and
lifestyle!
Jcoffee
adalah
bagian
dari
circle
of
life
=
#YUKJCOFFEE
=
TEMPATNYA
NGOPI
(Social
Connec;on)
Seper3nya
sederhana,
tapi
sangat
pen3ng
untuk
meciptakan
kesan
evergreen
dan
hybrid
dari
me-­‐’Ngopi‘
Jcoffee
menciptakan
me-­‐ngopi
yang
evergreen
dan
hybrid
baik
rasa
ataupun
experience,
kita
bukan
memberikan
yang
market
mau
tapi
yang
market
perlukan.
à
a
be^er
way
for
enjoying
coffee
experience
Dengan
Jcoffee,
saya
bisa
berkata
…
#YUKJCOFFEE!
Mau
ngapain
aja
/bercinta/makan/olahraga/killing;me/
mee;ng,
INGAT
JCOFFEE
TEMPATNYA
NGOPI
klik
www.JCOFFEE.com/YUKJCOFFEE
Concept
tes;ng:
Behavior
changing.

12. Ac;on
plan:
Hybrid
the
Brand
building
elements.
phase 1
Campaign base
•Brand id
resturcture and
implementation all
line
Phase 2
•Re-launch
Jcoffee new look
•Jcoffee shop
launching
•activation event
•launching new
microsite +apps =
promo
#YUKJCOFFEE
phase 3
Brand Awareness
•Sosmed -
#YUKJCOFFEE
•Point of purchase
phase 4
Brand interactivity
•Endorser
•Sosmed -
#YUKJCOFFEE
•PR Activation
phase 5
•Endorser
•Feedbacks
•YouTube Virals
Pilot Coffee Shop > HYBRID Infrastructure
• Digital Campaign (LBS, Gamification, Google Mapping, etc)
• Digital instore Experience
(Board, Solar Mobile Charging Socket, Music Experience – Co Brand w/Itunes,etc)
• Member Card and Loyalty Programe
• Apps >> Pre Order /Fast Lane /Coffe to Go
• New Coffee Shop atmosphere (exterior and interior) single serve shop
• Recycle Cup Machine – The First EcoFriendly Coffeeshop
• Vending Machine
• Single serve – product line OOH > Hypermart/Alfa/Superindo/Sevel/Pop up store
• Unique Interior/Exterior
Campaign
stages:
Community
of
believers

13. Ac;on
plan:
Brand
building
elements.
Key
message:
Evergreen
Coffee
Experience
Communica&on
trigger:
Hybrid
Experience
(RELEVANCE)
Interac&on
between
Community
of
believers’:
Guerilla
PR
/
Digital
Campaign
ac;va;on
series
leads
to
brand
interac;ve
microsite+mobile
apps.
(DIFFERENTIATION)
Engage
in
social
mission:
The
First
Hybrid
Coffee
Shop
=
Eco
Friendly,
costumize
to
community,
closer
to
audience
(ESTEEM)
Par&cipa&ons
on
the
cause
Virals
on
Social
networking.
(KNOWLEDGE)
Bold
visual
iden&ty
Memorable
campaign
icons
/
slogan.

14. Crea;ve
strategy
brief.
Brand
proposi;on:
The
Hybrid
Coffee
Xperience
Audience
specific:
Passionate
and
Experiencing
coffee/ngopi
as
a
place
for
social
connec3on
aswell
as
taste,
a
hybrid
coffee
shop
What
do
we
want
to
achieve?
We
serve
bemer
(hybrid)
in:
hybrid
cofffee
shop,
taste,
in
line
product,
etc
=
Reborn
-­‐-­‐à
evergreen
experience
What
is
the
one
key
insight?
Evergreen
Experience
What
do
we
want
people
to
do?
Coffee
=
Ngopi
top
of
mind/Jcoffee
How
should
we
tell
them?
No
mamer
what
you
do
in
a
day,
Coffee
is
a
ritual
and
a
place
easy
to
find
(
jcoffee
in
every
corner)
Why
would
they?
Hybrid
strategy
and
evergreen
experience
Crea;ve
inspira;on:
Persona
/
experiences
/
digital
lifestyle/hybrid
experience
Mandatory:
Jcoffee
in
use
AWARNESS
Brand Identity = the new LOOK!
integrated new look!
+!
=!
“New Experience”!

15. BRAND? citra/image perusahaan yang dirasakan emosional secara keseluruhan.
IDENTITY? aspek visual - yang merupakan bagian dari keseluruhan BRAND.
LOGO? sebuah identifikasi bisnis dalam bentuk yang paling sederhana melalui penggunaan tanda/ikon.

18. BRAND AWARNESS – JCOFFEE ePAY CARD!

19. BRAND AWARNESS – MOBILE APP + MICROSITE!
>> jcoffee community | payment to go | pre order | jcoffee chat and share | poin reward > loyalty program

21. POP UP
JCOFFEE
LOCATOR"
!
CREATE
AWARNESS w/!
GOOGLE MAP!

22. gimmick
Support
creating hybrid
experience =
evergreen
experience!
PRODUCT!
DESIGN!
#jcoffeeHybrid!
>> it doesn't matter what
brand of coffee you drink, "
it only matters what brand
of coffee everyone thinks
that you drink. !
!
The more people see
jcofee logo symbol
walking around their
streets, the more they will
want to join the club<<!

23. gimmick/
merchandise =
creating hybrid
experience =>
evergreen
experience!
PRODUCT!
DESIGN!
#jcoffeeHybrid!
>> it doesn't matter
what brand of coffee
you drink, it only
matters what brand of
coffee everyone
thinks that you drink. !
"
The more people see
jcofee logo symbol
walking around their
streets, the more they
will want to join the
club<<!

24. Gimmick
Support
creating hybrid
experience =
evergreen
experience!
PRODUCT!
DESIGN!
#jcoffeeHybrid!
SOLAR!
CHRAGER!
It could be Guerilla PR at public area or Instore xperience !

25. Gimmick/
merchandise =
creating hybrid
experience =>
evergreen
experience!
PRODUCT!
DESIGN!
#jcoffeeHybrid!
instore xperience !

26. PILOT HYBRID
COFFEE SHOP!
#jcoffeeHybrid!
bicycle store + jcoffee! gadget and accessories shop+ jcoffee!
Shop and Coffee!
In our current food-obsessed era, one expects a delicious snack and expertly
brewed coffee at every turn, whether it's at a bike shop, beer store or yoga
studio. !

27. PILOT HYBRID
COFFEE SHOP!
#jcoffeeHybrid!
Hobby and Coffee!
Here, passionate
entrepreneurs who have
incorporated their love of
coffee into other
successful businesses."

28. MICROSITE | LOYALTY PROGRAM!

29. MICROSITE | LOYALTY PROGRAM!

30. MICROSITE | LOYALTY PROGRAM!

31. MICROSITE | LOYALTY PROGRAM!

32. MICROSITE | LOYALTY PROGRAM!

33. MICROSITE | LOYALTY PROGRAM!

34. MICROSITE | LOYALTY PROGRAM!

35. Jcoffee - Touch Point Consumer!
Create Awarness and Exsistence!
coffee machine at 7eleven!

36. Jcoffee - Touch Point Consumer!
create awarness and exsistence!
Jcofee
Product!
at Hypermart!

37. Jcoffee - Touch Point Consumer!
create awarness and exsistence!
Jcofee
Product!
at Hypermart!

38. Jcoffee - Touch Point Consumer!
Create Awarness and Exsistence!
Coffee
Homemaker!

39. Jcoffee - Touch Point Consumer!
Create Awarness and Exsistence!
Coffee
Vending
machine
Homemaker!
Any waiting room or public spaces, example: Terminal 3 Soetta!

40. Jcoffee - Touch Point Consumer!
Create Awarness and Exsistence!
Pop up
anywhere
mobile coffee!
example: Shuttle Bus at Alam Sutra, Lippo Mall etc!

41. thank you