Point of Parity & Point of Differences from Brand Communication of Cho.choc
Brand communication is one of the important aspects that companies need to develop their business. According to experts, Schultz and Barnes said that one of the aspects needed by a company as a form of brand communication is through a visualization process so that it is easy for customers to understand and remember. Brand communication is also a means for companies to inform, persuade, enlighten, teach, remind, and enrich the knowledge of their stakeholders about the brand, as well as a forum to show it.s strengths, values, fundamentals, and its offerings of products and services.
But before determining the right brand communication for a company, of course, you must know the brand positioning first. Brand positioning here is a positioning process carried out by the company to make their brand in the mind of your customers and create a brand strategy.
For chocolate drink lovers, Co.choc is a startup that provides chocolate drinks with a distinctive taste and presentation with the ganache technique. Co.choc targets young people like Gen Z and millennials so provides a combination of approachable, happiness , and high quality. This can be seen from the products that are approachable for all Indonesian tongues because they are made from chocolate so that it can be easily enjoyed by various groups but still emphasizes the high quality of the drinks they provide. The brand name is also sounded to bring happiness and the pronunciation ‘cocok’ is also easy enough to remember. The visual identity of brand design is quite unique, such as spill-proof packaging and the concept of photos posted on their social media that seem to create happiness for consumers. In terms of price, Co.choc is also very approachable because it is quite affordable for all people but the product is still high quality.
Reflecting from their positioning, brand communication Co.choc is their social media, Instagram. This is also adjusted to their main target market, young people so that it is considered appropriate and can reach a wider target. It was also proven that the media used by Co.choc was only Instagram, they did not have a website or other social media. They are also quite active in posting both Instagram stories and feeds. In accordance with their target market, posts from Instagram from Co.choc are more dominant with photos of young people hanging out while enjoying their products. Co.choc also uses brown and white tones as a hallmark of their own brand.
Co.choc also carries out their brand activation by frequently holding events and promotions in order to increase brand awareness such as discounted prices to buy 1 get 1. This program is adjusted to certain dates such as the end of the month or any big event date. Besides that, Co.choc also often conducts competitions on their Instagram such as photo contests and giveaway
Co.choc is also working with endorsing several well-known influencers such as Karin Novilda (Awkarin) and Wendy Walters. This certainly has a pretty good effect on their brand communication and attract the attention of the target market.
Co.choc is considered quite good in building their brand communication. They also have strategies that can increase their social media activation by giving promotions, competitions and endorse influencer. It is proven that currently their Instagram followers have reached 47.9K followers. Of course get right on target with their positioning & target market.
Point of Parity (POP)
Previously, a company had to have a Point of Differentiation in order to show its uniqueness, a company must also have a Point of Parity in order to be considered by consumers. This Point of Parity is essentially industry standards in order to make companies recognized in their fields.
All food businesses must compete to create good taste and affordable prices. Based on the Competitive Point of Parity analysis, Co.choc is included in the affordable price. Maybe many people think that with a low price, definitely low quality, but here Co.choc creates high quality products but low prices, this is one of the competitive Point of Parity.
Co.choc partners with Gojek and Grab as one of their Point of Parity. Along with the development of technology, everything has been made easier by the application. The largest food delivery application in Indonesia is led by Gojek and Grab. Co.choc has been a merchant at Gofood and Grabfood since 2018. It is quite important to see that almost all consumers use the application to order food to support consumers to consider their drink brands. In the current era, almost all food and beverage companies in Indonesia have joined as Gofood and Grab merchants so that this has become a necessity.
Indeed, many have become partners of Gofood and Grabfood, Co.choc is also not much different from other merchants and competitors. But if we look back, Co.choc is one of the merchants that Gojek and Grab often collaborate with in their promotional events. So that this is mutually beneficial for both parties, both from Co.choc and Gojek & Grab, which makes the Co.choc brand name better known by consumers while helping to increase the performance of Gojek and Grab because many consumers use their applications.
Everything about partners such as Gofood and Grabfood are informed to her brand communication through their Instagram media.
Point of Differentiation (POD)
Based on the brand associations that have been analyzed previously, Co.choc is identical with chocolate. The Co.choc brand is present as one of the pioneers of chocolate drinks in Indonesia. While others focus on coffee-based drinks, Co.choc comes with a chocolate-based beverage concept. This is one of the points of differentiation from Co.choc.
This was also proven when the auditor conducted a survey of several consumers and the result was that they knew the Co.choc brand with chocolate. So here it is very clear that Co.choc managed to bring their brand value right on target.
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. Co.Choc also presents an authentic 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.
Compared to its competitors like Kopi Kenangan and Xi Bo Ba, Co.choc offers quite affordable prices. Only starting from IDR 15K, consumers can enjoy products from Co.choc. Even though it offers quite cheap and very competitive prices, Co.choc still maintains the quality of its products. One of their value brands also wants to serve high quality drinks at the level of a cafe but at a price that everyone can afford because their target is towards the middle-to-low. It is also one of the competitive advantages of Co.choc from its competitors.
Conclusion and Recommendation
Judging from POD and POP which are also associated with brand communication, Co.choc can be said to win the competition. Starting from the Point of Different they emphasized, namely chocolate drinks. It can also be seen that from 2018 since Co.choc was founded until now, more coffee-based beverage products have mushroomed in the market, while Co.choc has been the leading producer of issuing different products, namely drinks with a chocolate base ingredient.
Based on the results of a survey with consumers, it is proven that chocolate is the first thing that comes to their mind with the Co.choc brand. Consumers also feel that Co.choc is indeed a characteristic with chocolate drinks that is different from the others and has met their expectations with its taste, it can be concluded that Co.choc has been quite successful in building their POD and POP.
In terms of price, Co.choc also dares to provide affordable prices because it adjusts to their middle-to-low target. Even though they provide a fairly cheap price, they still maintain the high quality of their products so this is also one of the competitive advantages of the brand. It cannot be denied that Co.choc products are easily imitated by competitors. Even though there is a great chance to be imitated, it is not certain that they can serve the same as Co.choc’s value that can serve chocolate drinks with premium ingredients with low price.
Of course Co.choc must continue to develop their brand communication, not only from Instagram but perhaps adding other media as their brand communication strategy. As a brand that is still quite new, Co.choc must also continue to create a strategy to be able to continue to compete with competitors.