Branding Strategy of Kopi Kenangan Mantan, so It Becomes the First Unicorn F&B Company in Southeast Asia

Imam Suryono, Tania Natalia

2023

Abstract

The objective of this research is to identify the branding strategies required by coffee business owners to expand their business overseas. The research draws on credible and relevant data sources, including online news, YouTube, and research articles from 2021 to 2023. The language used is clear, concise, and objective, with a formal register and precise word choice. The text adheres to conventional academic structure and formatting, with a logical flow of information and causal connections between statements. The text is free from grammatical errors, spelling mistakes, and punctuation errors. No additional aspects have been added to the content. The data is processed using NVivo 12 Plus software. There are four stages involved in data processing: data input, coding, visualization, and conclusion determination. To evaluate coding validity, a triangulation approach was used. The research has provided answers to the initial research questions. The coffee branding strategy has been successful in establishing a memorable coffee brand abroad, with outlets now open in five Southeast Asian countries. The branding strategy comprises of eight points: affordable pricing, leveraging social media, collaborating with artists, expanding the business, implementing the grab-and-go concept, innovating products, using unique product names, and maintaining high product and service quality. This research recommends that coffee business owners looking to enhance their brand reputation should adopt the aforementioned eight-point branding strategy used by Kopi Kenangan. This is very important because it can bring coffee to the level of Southeast Asia, this coffee even became the first unicorn F&B company in Southeast Asia.

Paper Citation

in Harvard Style

Suryono I. and Natalia T. (2023). Branding Strategy of Kopi Kenangan Mantan, so It Becomes the First Unicorn F&B Company in Southeast Asia. In Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA; ISBN 978-989-758-691-0, SciTePress, pages 356-363. DOI: 10.5220/0012582200003821

in Bibtex Style

@conference{iscp uta '45 jakarta23,
author={Imam Suryono and Tania Natalia},
title={Branding Strategy of Kopi Kenangan Mantan, so It Becomes the First Unicorn F&B Company in Southeast Asia},
booktitle={Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA},
year={2023},
pages={356-363},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012582200003821},
isbn={978-989-758-691-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA
TI - Branding Strategy of Kopi Kenangan Mantan, so It Becomes the First Unicorn F&B Company in Southeast Asia
SN - 978-989-758-691-0
AU - Suryono I.
AU - Natalia T.
PY - 2023
SP - 356
EP - 363
DO - 10.5220/0012582200003821
PB - SciTePress