Beruflich Dokumente
Kultur Dokumente
GC team
Prepared by GC team
Adipta Novamta Mahardhika
Lukman Hakim
Rachmad Widodo
BonChon Chicken is crunchy, crispy and low fat fried chicken with the special
frying technique and secret sauce produce non-greasy, yet more flavors. Therefore,
this company already set up their branch Indonesia, on this marketing plan we pay
attention to buzz our brand awareness in Indonesia. Since Indonesia is one of the
emerging market in the ASEAN which has tremendous economic growth that
generates huge food consumption, especially in terms of chicken. The total
Indonesia chicken consumption per capita in 2011 was 4,328 kg (BPS, 2011).
However, the amount of chicken consumption increases as well as the increase in
the Indonesian population. In order to utilize huge opportunity, knowledge insight of
company uses its high quality has gained fast premium quality, because of that we
believe its high quality, affordable pricing strategy and how we engage
communication to customers. Hence the communication and promotion, we put is
the one of vital part on this marketing plan.
Mission
The Mission and vision of this Bonchon Marketing plan are to market line and
expanding brand awareness of high quality special crispy Chicken fried that satisfy
customer through create gratifying eating experience, providing good challenges
environment career opportunity for employee and maximize return to stockholders.
Goals
For the following year this Marketing Plan seeks to achieve the following goals:
Expanding and strengthen the BonChon Brand awareness (to retain its
present image as high quality chicken and get space in the heart of
Indonesian customer)
Creating and delivering Bonchon mission statement and Value Proposition.
Having Strong positioning in the customers mind.
Engaging with Customer Relationship Building and Development.
Educating customers about truly Bonchon and everything surrounding it
(Bonchon).
Making our customers who eat at BonChon feel the eating experiences and
also prestigious because the product taste, service and the circumstances.
First Fry: removes all the fat and makes it ‘paper-fried crisp’. It contains zero Trans-fat
and it is not greasy like an average fried chicken.
Second Fry: includes the secret seasonings and spices that are distinctly Asian
choose from soy garlic or hot and spicy flavors.
SWOT Analysis
Strenght
Weakness
BonChon sets the expensive price and not appropriate with the volume each
portion
The service is still standard to compete with others competitor, such as
Mc’Donald or KFC
The place is also standard and there is inefficient seat location in some outlets
Opportunities
Rising health consciousness and hygiene concerns mean food origin has
become an important purchasing determinant for affluent consumers, lifting
packaged food sales.
Where health and hygiene concerns can be met, fresh produce has a strong
audience among wealthier consumer groups owing to its relative health
benefits.
Threat
Industry analysis
Indonesia is one of the biggest country in ASEAN, we have big potential business
in Food and beverage since our population around 240 million people (BPS, 2010).
Supporting with excellent economic growth 6.5% (BPS, 2010) and increase the
income per capita which is around $ 3600 per year. In addition, they prefer product
with has western brand or sound, it could be looked nice terms if we can utilize those
kind of chance.
Competitor analysis
In the fried chicken food industry there are a lot of competitors that compete on
that industry. They are KFC, Mc Donald, CFC, Hok-Ben and local chicken restaurant.
Figure Ct 1 Competitor Analysis Frame work
Through this figure competitor analysis framework, we would like examine and
analysis our competitor strategy and how we build new strategy to compete on this
market. We only analyze the big player who plays on chicken food industry:
Figure CT 03.Level of
competition
KFC:
KFC has very strong positioning and brand awareness, since everybody in
Indonesia knows about the KFC. They are targeting for younger who like hanging out
or gathering with their friends. In addition, KFC has K-LO (KFC lovers ) and for the70-
80% are the young guys.
KFC Objectives:
“KFC’s new image on the site can be described as a fun, active, and social”
Place:
KFC treat all their customers with -“TLC “ Tender Loving Care- and that especially for
Chicky Club Member who not only enjoy the whole some goodness that KFC give
them, but a lot of extra, free prizes, games, special events promotion and more.
Pricing
They set with affordable price (Proper food at affordable food) and use food packet
to make price look affordable.
Promotion
KFC is using billboard, TV, Social media, google ads and words, newspaper, special
packages and events.
Mc Donald:
Key objectives of McD’s promotion strategy were to, “Get them in. Trade them up.
Get them back”.
Place
Mc donald is cool place where everyone can relax, the customers feel comfortable
here, and their friends and we know they are always welcome.
Promotion
They promote through TV, Radio, Newspaper, Toys, Social media, Cinema and
Poster.
Variables KFC Mc Donald
Establish in Indonesia 1979 at Melawai 1991 at Sarinah Department store
Target Market Teen and adults Children , Teen and Young adults
Famous Menu Chicken Fried Burger ( Cheese Burger, Big Mac, Double Cheese,
McChicken, Fillet)
Price Around Rp15,000 for packet Around Rp 16,000 for packet
Customers behavior Usually come together with their Come with their friends or their family buy burger
picture friends
and for the regular menu that they potato and drink , Mc Flurry ,use Wi-Fi
buy is
chicken packet , drink ,float and fried
potato
use Wi-Fi
KFC
Positive
Some people were even satisfied with the environment and the friendly
attitude of people at cash counters.
Negative
They found the chicken has been cooked earlier and kept it in warm
environment.
Mc Donald
Positive
Some people were even satisfied with the environment and the friendly
attitude of people at cash counters.
Negative
Customer Analysis
Target Demographics
Teens, ages 13 – 18
Brand Perceptions
Gen-Y: This is like a common fast food that forces Korean fever (K-Pop, Korean
drama, etc)
Gen-X: Fast food is bad for healthy and only affect any diseases for long-term
Awareness: Minimal
Baby boomers: The time has been over to consume any kinds of fast food
Target Market
The Primary target for BonChon product is family with > three people, teens and
adults work, with income medium to high. Those targets contain more experienced
and want premium taste, healthier and quality product.
Tag line:
For Household, teens and adults, BonChon offers chicken with high quality, crispy,
crunchy, low fat, and fresh product with delightful services to achieve customers’
satisfaction.
Jingle:
“You can find hot and fresh chicken. You can find a cozy place. All you need
is to grab your friend and take a seat at BonChon...BonChon... Crispy,
crunchy, lovely.. Krauk...krauk...”.
(Attachment available)
6. Marketing Program
Product strategy
High quality, fresh and low trans-fat product that we offer to customers. (We
concern only for the menu that BonChon have).
Price strategy
However, the significant taste advantages of crunchy, low fat, crispy chicken,
convenient and justify to the customer. We set the price for group package is about
Rp 175.000 (1 package for 5 people). With the assumption, each person has the
buying power < Rp 50.000. For personal package, we set price about Rp 35.000 (1
rice+ 3 chicken + 1 soft drink).
Promotion Objectives:
Promotion Strategy
Online Blog web Sales Promotion
In Store information
BonChon Mascot
This mascot are made because we believe that they’re both will give customer
memorable moment when the customers eat BonChon chicken. Not only that, but
also when customers bring their children to eat together with family, the aim of this
mascot is to bring fun and happy time to them.
Bon Bon: Bon Bon is the name of our mascot. He is a Korean young man who is like
dancing and a big fan of K-POP. Actually, he has lovely pet and his name is Chobin.
Every day he always hug Chobin while his sleeping, eating, watching TV and sign
seeing around his house. They are have the same hobby is eating BonChon almost
every day.
Social Media:
Social media was already overwhelming in the world and nowadays, not only
personal social networking who are use this but also, many businesses are use this
social media to promote and advertise their product. It is the cheapest marketing
strategy and affect the most successful word of mouth strategy.
Through social media, we should give them information that can educate them
about the truly BonChon than the other chicken fast-food for example, the status in
facebook or in twitter it should give campaign about the advantages of organic
chicken and the others about the healthy food. Actually, this point are aim to
change the mindset of people about the fast-food because BonChon as a fast food
it is not like the common fast food outside but BonChon will give more value in
healthy chicken since BonChon using organic chicken.
Through Blogging and web we would like to give information and educate
the society about the Bonchon who not like the other chicken food. We should
educate how healthy Bonchon are. We will attract to visit our blogging and blog
through the link that we will give in the social media interactions. Moreover, the
contents can be issues about fast food so that customers can move to BonChon
cause of its differentiation.
In store Information
We put information the code of conduct on Bonchon, so if they know our employee
has done wrong attitudes the consumers can directly complaints. It has goals that
we care our services, in order to create BonChon eating experiences. We display
the link of our link web, blog and social media in our place.
(Open Kitchen Concept, show to the customer that we are fresh chicken)
7.Financial plan
150.000.000,00 IDR
Note.
Thank you
Best Regard