MARKETING PLAN

Priska Liana Natasya – 3219033

Albert Sebastian Yehuda – 3219026
Sindi Natalia - 3219028
 INTRODUCTION
Take Time Café merupakan sebuah coffe shop
yang didirikan pada tahun 2018 di Malang pada
saat itu coffee shop sedang sangat popular. Take
time berlokasi di komplek perumahan pemilihan
tempat didasari oleh lingkungan yang tenang dan
jauh dari keramaian kendaraan .

Filosofi dari Take time Café sendiri adalah

menciptakan Coffee shop yang memiliki cita rasa
kopi berkualitas tinggi namun harga terjangkau.

Take Time Café ingin menciptakan kopi yang bisa

dinikmati segala kalangan, dan biji kopi
diproduksi dari roastery terkenal di Indonesia.
 EXISTING PRODUCT

Harga minuman Coffe berkisar 13k -20k

Harga minuman Non Cofee 18-20k k

EXISTING PRODUCT
EXISTING PRODUCT
Existing Products
Existing Products
 Executive Summary
◈ Take Time adalah Coffe shop yang hanya menjual Kopi
dan minuman non- kopi
◈ Sedikitnya varian menu yang ditawarkan oleh Take time
coffe membuat pelanggan terbatas dalam memilih menu
◈ Untuk ke depan, kelompok kami akan mengusulkan 2
marketing initiative yang baru :
 Menambahkan makanan didalam daftar menu
 Meningkatkan promosi penjualan disosial media
Proposed Product – Market Expansion Plan
Existing New
products products

Existing Market Product Membuat dessert untuk

markets penetration development tambahan menu

New Market Membuat standarisasi

Diversification makanan supaya rasa yang
markets development diciptakan tidak berubah-
ubah

Proses pembuataan minuman

menggunakan susu yang didiamkan
selama satu hari
 Executive Summary

CURRENT MARKETING PROPOSED FUTURE POSSIBILIIES

Marketing Strategy (STDP)
• Take time menargetkan • Menambahkan menu • Take time mengadakan
masyarakat kelas menengah dessert kedalam menu event-event atau workshop
Malang dengan produk dari • Meningkatkan promosi Coffe
Take time penjualan secara online
dan offline
Marketing Mix
• Produk: Kopi dan Non Kopi
• Price: standard (13 k-20 k)
• Promosi: online melalui
Instagram take time
• Place: Perumahan Bukit Cemara
tujuh blok BB Nomer 10
 Marketing & Sales Plan

1. My Customer 2. Competition & 3 My Solution

Industry “untuk masyarakat malang yang
Custumer Segment & Profile
• My core customer : Masyarakat
ingin menikmati minuman khusus
malang
My Competition kopi ,Take time menyediakan “
• My primary competition :
• My secondary customers :
Golden heritage koffie ,brand ini
pengguna sosial media (ig)
sudah terkenal di Malang dan
My Custumer’s problem tempat nya yang luas
Customer ingin ketika melakukan
pembelian semua menu tersedia.
The Industry 4. My Brand
Kopi sudah menjadi gaya • My brand voice : Take time Coffee
dan masih banyak masyarakat
hidup masyarakat banyak • Other brand to similar to mine are: Golden heritage koffie
yang belum mengenal take time
yang mecari keuntungan dari • If my brand was a celebrity, it would be like Chico Jerikho
café karena promosi yang
gaya hidup ini. Sehingga because he represents minimalist & Chill
dilakukan kurang
susah untuk merintis bisnis • My environmental footprint is : Masyarkat Malang
tersebut apa bila tidak • My brand gives back to community by : harga terjangkau
memiliki keunikan tersendiri. kulitas terbaik
 Marketing & Sales Plan

5. My Marketing Plan
• My marketing goal : 6. My Sales Promotion Plan
Meningkatkan profit per bulan • My Sales promotion objectives
20% is : meningkatkan penjualan
• My marketing objectives : melalui online
memulai
• My marketing strategy : online 7. My ROI
and offline marketing
• My short term marketing • Target tambahan sales setelah
priorities are : Online (ig) pemasaran : 100 jt/bulan
• Priority digital marketing tools • Biaya pemasaran akan menjadi Rp
for my brand are : - 1.000.000 /bulan
• Perkiraan ROI :
• My new Customers will yield :
 01 02 03 04
Business Marketing Marketing Marketing
strategy Strategy Mix Control
 Business Strategy
EXTERNAL
STRATEGIC
ANALYSIS

MARKETING
VISION GOALS STRATEGY
AND AND STRATEGY &
MISSION OBJECTIVES MARKETING MIX

INTERNAL
STRATEGIC
ANALYSIS
 BUSINESS STRATEGY

VISION
AND GOALS AND OBJECTIVES
MISSION

VISI OBJECTIVES S.M.A.R.T GOALS

Menjadikan Take Time Coffe shop terkenal • Menjadikan Take time • Mencapai omzet
di Malang karena Ciri Khas Kopi nya dikenal diseluruh kota penjualan produt
Malang khusus minuman 3jt
MISI • Memperluas penjualan perhari
• Menghadirkan cita rasa kopi dari Take produk sehingga • menambahkan product
time memiliki banyak dessert pada tahun
• Menawarkan kenyamanan dalam peminat 2021
menikmati kopi kepada pelanggan
 BUSINESS STRATEGY
STRENGTH
• Lokasi yang strategis karena
INTERNAL dekat dengan kampus
ANALYSIS • Harga minuman kopi terjangkau
• Suasana yang nyaman
OPPORTUNITIES
• Minat masyarakat untuk
EXTERNAL membeli kopi meningkat
ANALYSIS • Minat komunitas untuk
membuat event secara berkala
WEAKNESSES
• Pilihan menu yang sedikit
• Promosi yang dilakukan belum
sepenuhnya dilakukan secara
maksimal
• Kurangnya tenaga kerja dalam
bidang pelayanan
THREATS
• Banyaknya yang menjual kopi di
Malang
• Pesaing dengan ide yang unik untuk
memasarkan kopi mereka
• Munculnya produk baru selain kopi
yang bisa merubah pola perilaku
konsumen
 BUSINESS STRATEGY
BUSINESS PORTOFOLIO (ARENA)

MARKET SHARE

MARKET GROWTH

Kopi : Americano
Non Kopi : Matcha ,red
velvet
 TAKE TIME BUSINESS STRATEGY
ARENA
• Kopi
• Non kopi

VECHILE
• Memanfaatkan brand “Take Time “

DIFFERENTIATOR
• Kopi : harga terjangkau dengan kualitas terbaik

STAGING
• Menambahkan makanan(dessert) ke dalam daftar menu (2021)

ECONOMIC LOGIC
• High volume-Medium margin :
• Medium volume-High margin :
Proposed Product – Market Expansion Plan
Existing New
products products

Existing Market Product Membuat dessert untuk

markets penetration development tambahan menu

New Market Membuat standarisasi

Diversification makanan supaya rasa yang
markets development diciptakan tidak berubah-
ubah

Proses pembuataan minuman

menggunakan susu yang didiamkan
selama satu hari
 01 02 03 04
Business Marketing Marketing Marketing
strategy Strategy Mix Control
GEOGRAPHIC SEGMENTATION

• Batasan geographic : Kabupaten Malang

• Segmentasi : berdasarkan kecamatan yang ada di
Malang
 DEMOGRAPHIC SEGMANTATION
AGE

• 20 - 54
BEHAVIORAL SEGMANTATION

Purchasing behavior :
• Good service

Benefits sought :
• High quality
• Standard price
• Cozy place
 PSYCOGRAPHIC SEGMANTATION

Lifestyle :
• Enjoy the place

Personality :
• Social oriented
 TARGETING
DEMOGRAPHIC BEHAVIOR PSYCOGRAPHIC
GEOGRAPHIC

• Kota & • Usia : Umur 20 – 54 • Purchasing • Lifesytle :

kabupaten
• Target utama : Orang behavior :
Malang •
muda yang produktif Benefits
• Pengujung kota
(pelajar,mahasiswa sought :
dari sekitaran
,karyawan )
Malang
TARGETING : PERSONA

Nama : Titok Rahmat Nama : Dinda

Profesi : Barista Profesi : Mahasiswi
Umur : 24 tahun Umur : 23 tahun
Hobi : Hobi :
Perilaku : Perilaku :
Bio : Bio :
Kebutuhan : Kebutuhan :
 TARGETING : PERSONA

Nama : Yudhistira
Nama : Wardana Ayuni Ramadani
Profesi : Interpreneur Profesi : Karyawan
Umur : 25 tahun swasta
Hobi : Menulis Umur : 27 tahun
Perilaku : Rajin Hobi : Skateboard
Bio : Wardana senang Perilaku : senang
menulis sastra mengikuti organisasi
Kebutuhan : Tempat Bio : Yudhistira sedang
menulis yang nyaman menjalani usaha sepatu
Kebutuhan :
 DIFFERENTIATION

Menyajikan Minuman dengan rasa kualitas

terbaik dan harga yang terjangkau

Minuman Kopi :
• Rasa terbaik

Minuman non Kopi :

• Rasa terbaik :
 TAKE TIME : POSITIONING STATEMENT

“Untuk masyarakat Malang yang merindukan

suasana tenang dan nyaman ,kami Take time
Café adalah Coffe shop yang mengusung konsep
menikmati minuman kopi dan non kopi dengan
suasana nyaman jauh dari keramaian
kendaraan”
 TAKE TIME : POSITIONING MAP
Harga mahal

Speciality Complete

Harga murah
 01 02 03 04
Business Marketing Marketing Marketing
strategy Strategy Mix Control
 NEW PRODUCT :
TOAST DONUT
PRODUCT LINE
Size
Reguler size (2 roti)

Varian Rasa
Ready to eat (di tempat)
Microwaveable (untuk dipanggang atau dipanaskan di
rumah), roti bersama beef didalamanya

PRODUCT LINE
Size
Size: Regular, donut satuan

Varian Rasa
Ready to eat (di tempat)
Microwaveable (untuk dipanggang atau
dipanaskan di rumah), Donut dengan
taburan gula diatasnya
NEW PRODUCT : PACKAGING
 NEW PRODUCT : PRICE

Untuk produk Donut, Untuk produk toast sudah ada

pihak taketime coffee beberapa kompetitor memakai
akan memberikan satu produk ini. Maka pihak
donut gratis untuk para taketime coffe akan mencoba
pelangganya yang untuk menambah beberapa
membeli 2 minuman kopi channel supplier agar harga
maupun non kopi yang produk toast ini akan lebih
terdapat di coffee shop murah dari kompetitor-
tersebut. kompetitor lainnya.

CUSTOMER COMPETITION
COST BASED
VALUE BASED BASED
 NEW PRODUCT : PRICE

Jenis Produk Ukuran Harga Jual Estimasi HPP Estimasi Margin

Toast Regular size Rp 30,000,000 Rp 3,550,00 88%

Donut Regular size Rp 20,000,000 Rp 6,985,00 65 %

 PRICE
ANALISIS BEP
Jenis Produk Ukuran Harga Jual Estimasi HPP Estimasi Margin

Toast Regular size Rp 30,000,000 Rp 3,550,00 88%

Donut Regular size Rp 20,000,000 Rp 6,985,00 65 %

BEP UNIT ( Toast ) = 9 Unit BEP UNIT ( Donut ) = 29 biji

BEP Rupiah (Toast ) = Rp 262,075 BEP Rupiah (Donut ) = Rp 589,857
PROMOTION
 OVERALL PROMOTION PLAN

Media Frequency Budget Target Audience

Instagram Ads 500 – 1000/minggu Rp 100.000/ 7 hari Penduduk Kota
Malang berumur
17-30 tahun yang
senang minum kopi
dan aktif di
instagram
PLACE : DISTRIBUTION
PLACE : DISTRIBUTION
 01 02 03 04
Business Marketing Marketing Marketing
strategy Strategy Mix Control
 MARKETING BUDGET & TARGET SALES

Marketing Budget /bulan

Rp/bulan Taget tambahan sales /bulan
Offline Rp 1,000,000
Rp/bulan
Online Rp 200,000 Donut Rp
Total Rp 1,200,000
Toast Rp

Total Rp

Marketing cost sales Ratio %

 MARKETING CONTROL

TOKO : INSTAGRAM :
• Omzet penjualan • Followers
makanan dan bertambah 120/hari
minuman meningkat • Jumlah profile visit
20 juta per bulan 200 /hari
hingga 2026 • Mendapat like 50
kali setiap postingan
 MARKETING CONTROL

1. Review Toko dilakukan 1 kali dalam seminggu

Jika target sales tidak tercapai maka akan dilakukan hal sebagai berikut :
• Membuat kotak saran bagi pelanggan yang berkunjung atau bisa
mengirim pesan tersebut ke email atau Instagram Taketime Caffee

2. Review Instagram dilakukan setiap hari

Jika target sales tidak tercapai maka akan dilakukan hal sebagai berikut :
• Mengadakan quiz fun untuk berinteraksi kepada para konsumen
THANKS
Does anyone have any questions?

THANKS
addyouremail@freepik.com
+91 620 421 838
yourcompany.com

47
 Executive Summary

WHAT SETS US APART?

Mercury is the closest VenusVENUS
has a beautiful Despite MARS
being red, Mars
planet to the Sun and the name and is the second is a cold place, not hot.
smallest one in the Solar planet from the Sun. It’s The planet is full of iron
System terribly hot oxide dust
48
 MARKET SHARE

Saturn Mercury
Yes, this is the ringed one. Mercury is the closest
It’s a gas giant, composed planet to the Sun and is

MARKET SHARE
mostly of hydrogen and only a bit larger than our
helium Moon

Venus Mars
Venus has a beautiful Despite being red, Mars is
name, but it’s terribly hot, a cold place, not hot. It’s
even hotter than Mercury full of iron oxide dust

If you want to modify this graph, click on it, follow the

link, change the data and replace it

49
WANTS PRIVACY PRODUCT EXPERIENCES

Doesn’t share Venus has a beautiful name,

location but it’s terribly hot 1

Blocks ads Despite being red, Mars is a

2

BUYER PERSONA PROFILE

cold place, not hot

Mercury is the closest

planet to the Sun 3
OWNS A PROPERTY

SHOPPING CHOICES VACATION TRIPS INTERESTS

Is aware of climate change

43%
37% Mercury
20% Jupiter Loves animals
Neptune
Online Phone Store Has plants 50
 BUYER JOURNEY

Awareness Consideration
Jupiter is a gas giant and Despite being red, Mars is

BUYER JOURNEY
the biggest planet in our a cold place, not hot. It’s
Solar System full of iron oxide dust

Decision
Saturn is composed
mostly of hydrogen and
helium
51
 SALES FUNNEL
Interest
Venus has a beautiful
name and is the
second planet from

SALES FUNNEL
the Sun Awareness
Saturn is a gas giant,
composed mostly of
hydrogen and helium
Purchase
Jupiter is a gas giant
and the biggest planet
in our Solar System
Decision
Despite being red, Mars
is a cold place, not hot.
It’s full of iron oxide
dust
52
 SWOT ANALYSIS
Strengths
Jupiter is a gas giant and
the biggest planet in our
Solar System
S W
Weaknesses
Saturn is a gas giant,
composed mostly of
hydrogen and helium
Opportunities
Despite being red, Mars
is a cold place, not hot.
It’s full of iron oxide dust
SWOT ANALYSIS
O T
Threats
Venus has a beautiful
name and is the second
planet from the Sun
53
 SWOT ANALYSIS
Strengths
Jupiter is a gas giant and
the biggest planet in our
Solar System
S W
Weaknesses
Saturn is a gas giant,
composed mostly of
hydrogen and helium
Opportunities
Despite being red, Mars
is a cold place, not hot.
It’s full of iron oxide dust
SWOT ANALYSIS
O T
Threats
Venus has a beautiful
name and is the second
planet from the Sun
54
 SHORT
TERM

GOAL 1
Jupiter is the biggest planet in our
GOAL 3
Solar System
Mercury is the closest planet to

GOALS
the Sun
GOAL 2
Despite being red, Mars is a cold GOALS
place, not hot GOAL 4
Venus has a beautiful name, but
it’s terribly hot

LONG
TERM

55
 STRATEGY

Mercury
01 Mercury is the smallest planet in the
Solar System
Key Action 1

STRATEGY
Neptune is the farthest Jupiter
planet from the Sun 02 It’s a gas giant and the biggest
planet in our Solar System

Saturn
03 It’s a gas giant, composed mostly of
Goal hydrogen and helium
The Sun is the star at
the center of the Solar
System Mars
04 Despite being red, Mars is a cold
place, not hot
Key Action 2
Venus has a beautiful name,
but it’s terribly hot 56
 KEY ACTION
ITEMS

First quarter Second quarter Third quarter

KEY ACTION ITEMS

Here you can describe Here you can describe Here you can describe
Key Action 1 your items for the your items for the your items for the
quarter quarter quarter

Here you can describe Here you can describe Here you can describe
Key Action 2 your items for the your items for the your items for the
quarter quarter quarter

Here you can describe Here you can describe Here you can describe
Key Action 3 your items for the your items for the your items for the
quarter quarter quarter

Here you can describe Here you can describe Here you can describe
Key Action 3 your items for the your items for the your items for the
quarter quarter quarter
57
 TIMELINE
Saturn is the Mercury is the
ringed one. It’s a closest planet to
gas giant the Sun

TIMELINE
Day 2 Day 4

Day 1 Day 3 Day 5

Despite being red, Venus has a Jupiter is the

Mars is a cold place, beautiful name, but biggest planet in
not hot it’s terribly hot our Solar System 58
 BUDGET

35% 20%
Mercury Venus

BUDGET
35% 10%
Mars
Saturn
20,000,000
Quarterly budget
59
 JENNA HELENA
DOE JAMES

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