Marketing Plan for Paradise Kopi
Group 10: Eggy Ernando Pawane, Seyni Saley Ismeal,
高康靖, 贾亦斌, 张凯洋
Contents
1. Introduction. 1
2. Situation Analysis. 1
2.1 Market Summary. 2
2.1.1 Market Demographics. 2
2.1.2 Market needs. 3
2.2 SWOT analysis. 3
2.2.1 Strengths. 3
2.2.2 Weaknesses. 3
2.2.3 Opportunities. 3
2.2.4 Threats. 4
2.3 Competition. 4
2.4 Product Offering. 4
2.5 Keys to success. 4
3. Marketing Strategy. 5
3.1 Mission. 5
3.2 Marketing Objectives. 5
3.3 Financial Objectives. 6
3.4 Target Market. 6
3.5 Positioning. 6
3.6 Strategies. 6
3.7 Marketing Program.. 7
3.8 Marketing Research. 8
3.9 Branding. 8
4. Financials. 8
4.1 Sales Forecast. 8
4.2 Expense Forecast. 9
5. Controls. 10
5.1 Channel 11
5.2 Marketing Organization. 11
5.3 Supply chain management. 11
Reference. 12
1. Introduction
The main product for Paradise Kopi is Kopi Luwak. Kopi Luwak, is produced from the
raw material of the feces of Indonesian palm cat (a civet cat). In the Indonesian, “Kopi”
means coffee, “Luwak” is commonly known as the name of Indonesian civet cats. Because
coffee beans cannot be digested and will be excreted out by the cat, after people’s washing
and baking, it becomes cat feces coffee. Authentic Kopi Luwak was produced on the island
of Sumatra. There are two ways of Kopi Luwak production, one is picking the coffee
beans excreted out by civet cats after they eat them in the natural Coffee garden, and the
other is by artificial feeding the civet cats with coffee beans. But the artificial cultivation
and natural productions, after all, still have certain differences. The taste of Kopi Luwak
got by feeding civet cats will be the corresponding inferior. Even so, the output of this
coffee is still very scarce, and not all people who love Coffee can afford it. Absolutely it’s
luxury all around the world. Only about 150 grams coffee beans can be extracted from 500
grams of civet cat feces, and it will cause 20% of loss in the roasting process. Because the
raw material and the production process are very unique, Kopi Luwak’s output is least
among all kinds of coffee in the world
2. Situation Analysis
Paradise Kopi is a new brand entering the market, so marketing is quite important for the
business success. How to make people know the brand and quickly gain reputations among
customers is our first concern now.
2.1 Market Summary
2.1.1 Market Demographics
The profile for the typical Paradise Kopi customer consists of the following geographic,
demographic, and behavior factors:
Geographic
• Paradise Kopi’s coffee is considered as luxury product, so cities with relatively developed
economy is the first target, like Beijing, Shanghai and Guangzhou. Also, for these cities,
there are more business man and people are more likely to try foreign product.
