Brand Exploratory 1 : Netnography Analysis of Co.choc
In this first brand exploratory, the author will conduct a Netnography Analysis of the Co.choc brand. Netnography is an online research method originating in ethnography. Netnography understanding social interaction in contemporary digital communications contexts. Netnography is a specific set of research practices related to data collection, analysis, research ethics, and representation, rooted in participant observation. In netnography, a significant amount of the data originates in and manifests through the digital traces of naturally occurring public conversations recorded by contemporary communications networks.
Time Frame
Co.choc was founded in March 2018, until then they were very intensively promoting through their social media account Instagram. The Co.choc brand offers beverage products. Given that FnB products always transform very quickly over time. Starting from promotional activities to consumer reactions, of course it is different every year. The Co.choc brand also began to show its name in early 2019. From here the author decided to create a time frame for the analysis from 2019 to 2020.
Analysis Sources
- Social Media Official Accounts, Instagram ( Brand-owned Touchpoint) https://www.instagram.com/co.choc/?hl=en
The resource theme that the author chose is the official @ Co.choc Instagram account. This is because brand communication from Co.choc is indeed active on Instagram. Co.choc also keeps in touch with consumers through their Instagram so it is considered very suitable for this netnography analysis.
- Youtube (Consumer-owned Touchpoint) https://www.youtube.com/results?search_query=review+minuman+co+choc
On the YouTube account, many consumers also do an honest review of the Co.choc brand so they are considered very suitable for obtaining data. The author uses the keyword “review video co.choc” and there are about 12 pure video reviews from consumers.
- Zomato (Third Party-owned Touchpoint)
The author also chose the Zomato website for data gathering. On the website, you can see the ratings and reviews of the brand so that it also supports this analysis.
Data from Brand-owned Touchpoints
Social Media Official Accounts (Instagram)
The most active official social media account from Co.choc is Instagram. Co.choc has also made their Instagram account the main communication brand to connect with consumers. All marketing activities from promotion to advertising, communicate the brand through the official Instagram account @co.choc.
Co.choc is always active in creating interactive content to attract consumer attention through their Instagram account. Every day they post photos of their various beverage products. The content they post also shows the delicacy and enjoyment of their product. Judging from the comments of each post, consumers give a very positive response. Not a few consumers who provide satisfying reviews on products from Co.choc through comments.
It can be seen that many of the consumers responded that they were tempted by Co.choc beverage products and there were also those who gave reviews if the Co.choc brand beverage products were delicious and refreshing. From this it can be interpreted that Co.choc products have a delicious taste and are suitable for consumers’ tongues. It can also be seen that the association for Co.choc products is also high (coding) because almost all consumers give “delicious and fresh” comments on Co.choc posts that show their beverage products.
Apart from comments, the author also saw from the post tag and through the hashtag #CochocBanget, it was seen that many consumers gave honest reviews for Co.choc beverage products. The author chose #CochocBanget because this hashtag is the most widely used by consumers in conducting reviews. This hashtag is often used by Co.choc in their posts so that this also affects consumers to use the hashtag #CochocBanget. They also not only do reviews but do promotions seen in their caption which recommends their followers to try beverage products from Co.choc.
Co.choc does have a variety of drink variants. They also often post about their drink variants ranging from chocolate based, green tea, boba, and many more. In several Co.choc posts that featured the variants of the drinks they served, there were several comments asking about what variants were and some were confused about the variants he was going to buy because there were too many. Here it can be entered at the coding stage that Co.choc still does not provide clear information on its product menu, because there are still comments asking about the variants with the color of the drinks that are posted and about the taste of each drink variant.
Actually Co.choc makes a brief explanation of their drink variants on the menu but in a slightly small writing so that consumers may not really think about it. The implication that Co.choc can do is by improving and upgrading their menu to attractive and posting on their social media accounts. It can be seen that the interaction between brands and consumers is mostly done through Instagram. So the implication that Co.choc can do by updating their menu and posting on social media. The menu is made interactive which can inform consumers about each variant and provide recommendations for the best seller variants from Co.choc. It could also be in posts that display a photo of a drink variant with information about the product so that consumers can find out what product they are going to buy. Information about this menu can be posted regularly considering that consumers must be lazy to scroll or look for one by one.
The previous touchpoint brand analysis also discussed the touchpoint store issue. Co.choc does carry the take-away concept. Their outlets are made minimalist so they do not require a large area. This makes direct contact with consumers only lasts for a while. But Co.choc is still trying to keep in touch with their consumers through their Instagram social media by creating interactive content to interact with consumers.
Co.choc has become a partner of Gojek and Grab for their product delivery services. Co.choc has also become one of the favorite merchants with the highest ratings on Gojek and Grab and often carries out promotions with the two applications, which is one of the tips to attract consumer attention and boost sales. Along with the development of technology also that now consumers want more practical and easy. So that Co.choc’s strategy to partner with Gojek and Grab is a positive thing.
It was traced that there were many consumer comments asking whether Co.choc products were available on Gojek and Grab. Almost in every post the content of the comments asks and discusses this. This is also very supportive because basically the concept carried by Co.choc is a take away concept. This is also what encourages Co.choc to increase promotion through the Gojek and Grab applications. As one of the favorite merchants in both applications, almost every week Co.choc holds a discount if consumers make purchases through the Gojek and Grab applications. This resulted in increased sales and increased brand awareness of Co.choc. Not only that, consumer loyalty can also be seen because many of the consumers re-purchase because of this.
But keep in mind again that Co.choc must think about the safety and freshness of the product until it reaches the consumer. Moreover, Gofood and Grabfood drivers use motorbikes, so the need for safe packaging so that the product reaches consumers in good condition. It can be seen that there are several comments from consumers who complain about the packaging from Co.choc which is not safe so that the drinks spill easily. Some of these consumers also suggested that the closed part of the packaging can be replaced to be sealed so that it is not easily spilled and it is safe to reach consumers.
The implication that can be made by Co.choc regarding this issue is by updating the safety of their packaging in relation to the take-away concept they are carrying. Brands must be able to think about a plan packaging strategy that when taken on the road can be safe until it reaches the consumer and when consumed, the enjoyment is still maintained. Like one of its competitors, Starbucks, which makes special packaging for delivery and take away orders. Starbucks makes a placemat for every drink and puts it in a paper bag so that the drink doesn’t spill and is safe. Maybe this packaging strategy can be a reference for the Co.choc brand, thereby increasing consumer satisfaction.
Data from Consumer-owned Touchpoints
Youtube
The Co.choc brand is quite popular in the food and beverages sector. This invites consumers and food bloggers to review products from Co.choc. These food bloggers do reviews in the form of videos on their YouTube. The video review that is broadcast on YouTube is an honest review of the Co.choc product. When doing a search, the author used the keyword “review minuman co.choc” and there were about 12 video product reviews from consumers starting from 2019 until 2020.
Of all the videos that have been watched, honest video reviews from consumers have received good responses. They feel the pleasure and delicacy of a very typical Co.choc drink. In terms of price, they also said that Co.choc made a fairly affordable price. There are also several videos that comment on the small size Co.choc. But Co.choc has taken action by creating a jumbo size menu so that consumers can buy a larger size if they are not satisfied with the regular size.
Most of the consumers who also do video reviews on YouTube have demanded Co.choc through delivery services from the Gojek and Grab applications. They also complained about the same thing regarding the Co.choc packaging issue. They say that the packaging is less safety so the product is less tight on the cover. In addition, consumers expect the product to arrive at them with a look that is still the same as the menu photo that looks fresh and still looks the layering of ganache and milk from Co.choc products, but maybe because of the delivery and packaging factors so that when the drinks arrive the drinks are mixed so they don’t looks aesthetic to be immortalized.
The implication that must be done by the brand as said above is that to renew the packaging of the product. This can also increase consumer satisfaction and improve the quality of the products presented.
Data from Third Party-owned Touchpoints
Zomato
Reviews and ratings are also determinants for consumers before making a purchase. There is no doubt that the Co, choc brand is also well-known in Indonesia so that it has invited several traveler sites and restaurant searches to conduct ratings & reviews on Co.choc products, one of which is zomato. These sites provide information about information about Co.choc from the outlets to the products served. They also display reviews and ratings made by consumers who have bought the product. In the Zomato review, the time frames to be reviewed are based on reviews and ratings from 2019–2020.
So far the ratings and reviews that are displayed about Co.choc are quite good. From the ratings also Co.choc got 3.8 out of 4 which indicates that Co.choc reserved better. All of the honest reviews written by consumers also say that Co.choc products are delicious and addictive. The price is also not that expensive so it still fits in the pocket, especially for young people. But here it also appears that there are some comments about the Co.choc outet place which is a little small. This is also influenced by the take-away concept promoted by Co.choc so that the outlet is not too broad. In addition, there are also those who comment on the size of the drink that is not big enough, but this is because Co.choc has taken action by issuing a jumbo size. They also do this because of suggestions and criticism from consumers.
Implication regarding the issue, maybe Co.choc can think of a take-away strategy for their concept. The Co.choc brand tries to reconsider the expansion of the store concept, perhaps being expanded so as to create a dine-in concept so that consumers can also hang out at outlets. It also improves direct relationships with consumers and keeps in touch with consumers getting stronger.
Conclusion
Co.choc is good enough to build a brand association, they are proven that consumers have a strong association with Co.choc products. Almost all consumers also comment and review that Co.choc products are delicious and consumers really like them so they repurchase. But there are some implications that Co.choc should do, such as updating the menu to make it even more informative. In addition, the problem of delivery packaging is to make it safer and spill-proof so that the product remains delicious and fresh until it reaches consumers. In addition, regarding the store issue, the Co.choc brand can consider more about expanding and changing the concept to dine-in so that consumers can hang out while enjoying Co.choc products.