Brand Inventory And POD of Co.choc
As we know, in the last few years the Food and Beverage business in Indonesia has developed quite significantly. Many beverage businesses are mushrooming and developing innovations in order to attract consumers’ attention to buy their products. Previously, we discussed the existence of a beverage business called Co.choc.
Co.choc was founded in 2018 in Bandung City under the auspices of Mitra Boga Ventura (MBV). Co.choc is a chocolate-based beverage business with the first unique processing technique in Indonesia, which is made from ganache or thick chocolate originating from France.
Co.choc itself has only been established for 2 years so that it is included in the new local brand in the world of FnB Indonesia. Of course, during those 2 years, Co.Choc continued to do research and development on their marketing strategy for both product and brand inventory. The inventory brands that will be discussed this time are brand elements, the products they offer and their target market. The author will also discuss the Point of Differentiation (POD) of the Co.choc brand.
Brand Elements of Co.Choc
Based on the results of interviews with the founder of Co.choc, their logo does not have a special meaning. On their logo, of course there is the brand name Co.choc as their identity. Then there is an image in the form of melted chocolate bars to identify that their brand and products are identical to chocolate. In addition to choosing the word Co.choc which stands for Comfort of Chocolate, the word also has an implied meaning from the pronunciation of the word Co.choc which sounds like ‘cocok’ which has a message and hopes that their product can fit the tongue of consumers.
Co.choc has a tagline, #CochocBanget, which contains their own brand name and means that their product is really suitable for consumers. In terms of taste and quality, the product is suitable for the Indonesian tongue and the price of the product is quite affordable for all people because they are targeting middle-low consumers.
Packaging Co.choc is quite simple but unique and modern. In packaging, of course, there is the Co.choc logo as their identity. Then on the back of the package there is also a sketch of their first booth or kiosk model so that it makes an authentic impression. The packaging is made clear to display the texture layer of the drink that is served so that it can be beautiful to be immortalized and posted on social media. Their packaging is also unique because it is carried in an anti-spill concept so that consumers do not need to be afraid that their drinks will spill when shaken or when they are taken away.
Co.choc presents several flavors ranging from signature dark chocolate, classic chocolate, thai tea chocolate, choco strawberry, choco army, matcha, red velvet, west java, sumatra, to thai tea. Co.Choc presents a unique Indonesian chocolate taste because the raw materials for chocolate come from Sumatra, Java and Kalimantan, this is also a strategy to build their brand as a producer of Indonesian chocolate drinks. The name Co.choc began to rise when they endorsed one of the famous influencers in Indonesia, namely Karin Novilda or better known as Awkarin when releasing the Boba Series.
The main target market of Co.choc is among young people who are still in school to students whose ages range from 15–25 years. Seeing a hangout culture with the Instagramable concept is becoming a trend nowadays, especially among young people in Indonesia, so this is being used by Co.choc as one of their marketing strategies. Their secondary targets are working adults aged 26 to 35 years. This Co.choc drink can accompany them while working and chat with their relatives. In addition, the tertiary group that has the potential to become the target market for Co.choc is the age group of 40 and over (the elderly). Co.choc products are suitable for families because they are a simple drink and can be accepted by almost all Indonesian tongues.
The color concept they use is also dominant with the brown and white color seen from their booth and their products. Apart from enhancing their brand identity as a pioneer of chocolate based drinks, chocolate is also a warm color that stimulates their appetite so that it suits their business. As for the white color, it represents simplicity, purity, and perfection.
Currently, Co.choc’s communication media is only Instagram, they have not created a website or other social media. Their total Instagram followers to date are around 47.8K and they are always updating and posting every day to increase their brand awareness.
Co.choc is also partnering with Gojek and Grab to expand their market, of course so that their brand is better known. Especially during the current pandemic, many consumers are using online platforms.
POD (Point Of Differentiation)
To see the differences from competitors and the advantages of the Co.choc brand, the authors used POD analysis.
Co.choc itself does not have significant competitors selling exactly the same products. Co.choc comes up with a unique processing technique, which is made with ganache as a base ingredient in thick chocolate from France, which is what makes it different from other chocolate drinks. Their prices are quite affordable, starting from 15K rupiah which is one of the competitive advantages of Co.choc from its competitors.
Co.Choc also presents a unique Indonesian chocolate flavor because the raw material for chocolate comes from Sumatra, Java and Kalimantan, this is also a strategy to build their brand as a producer of Indonesian chocolate drinks. They work with Indonesian chocolate farmers so that the company can contribute to increasing the income of cocoa farmers in Indonesia.
Co.choc offers a partnership opportunity to open one Co.choc outlet by only preparing funds of Rp. 90 million for one outlet. The founders also admit that their business can grow so well in the past 2 years because they have unique products, competitive prices, and simple partnerships with light investment. Until now, they have managed to open 105 outlets in several Indonesian cities, such as Bandung, Cimahi, Jabodetabek, Surabaya, Makassar, Padang, Medan, Yogyakarta, Bali, Cirebon, Solo, Jember to Pekanbaru.
Conclusion
Brand Inventory from Co.choc is good enough, but of course, as a new brand, Co.choc still make a strategy to increase brand image and brand awareness in order to compete with competitors. In addition, there are still not many articles that discuss the Co.choc brand which makes a brand reputation that is still considered less than optimal and the source of information is still minimal. For POD also Co.choc must be able to develop their brand so that it can become Top of Mind for consumers.