Kopi Time - Marketing BLOG PDF

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KopiTime: A REMINISCENT OF HOME

BU1108 – MARKETING BLOG

INTRODUCTION

It was as if going back in time to a 1900s Hainanese restaurant. The dominant brown colored tables and decorations, the faint sound of Chinese television in the background, and the balsamic scent of air permeate the room. It was a Tuesday afternoon around 5 pm when my friend and I decided to visit the cafe. We were asked to conduct an observation in order to investigate the café’s performance regarding the 7 principles of marketing. When visiting the cafe, I have noticed a different yet pleasant ambiance surrounds the place. There is a feeling of convenience and simplicity. For some people, this place would just be considered as an old and out-of-style cafe. But for others, this place redolent of home. This blog aims to analyze the element of marketing and services as well as the availability of sustainable marketing in this cafe.

PRODUCT When we were seated, I have noticed that the menu offered contains many authentic southeast Asia dishes. However, instead of serving complicated dishes they serve simple yet classic Asian snacks. This is to maintain their original purpose of providing the customers a “walk-back to the good old days” experience of a classic Asian-style café. After looking through the menu, I order a set of Mee Siam and iced tea. Although the design of the plating and visual of the food is rather simple and plain, this does not lessen the quality of the product, in fact, match the atmosphere of the cafe and the targeted customers. This is also done to maintain the originality of a vintage style Asian dish. When we get our food, the dish itself leave such a strong taste in your mouth. That is why they usually put something bland (cucumber, etc.) on top of the dish to balance the taste.

PLACE The place of the KopiTime

Inside, the restaurant

restaurant

is decorated with a

located

I

visited

at

30

is

Purvis

couple

of

Han

Street Singapore 188607.

Chinese

Along the way to the

just enough to give

restaurant, I could see

the

many

semi-traditional

authentic

food

decorations

restaurant

that

restaurants such as Thai

feeling. I love how

food,

Hainanese,

they

Vietnamese,

and

overboard over the

more.

This

makes

place

suitable

many

for

do

not

go

the

decorations, but just

the

enough to create that

concept of KopiTime as

sense of

well

and convenience for

as

restaurant.

the The

type

of

streets

are also filled with 90s style buildings decorating the surrounding area.

familiarity

the customers.

PRICE The price of the product was rather affordable. The menu goes only around $1.50 to $7.80. For drink and beverages, it is only around $1 to $3 and for foods and ala carte its around $1.10 to $7.80. I think the price is set on an affordable price to fit the demand for targeted customers. Which to make the place redolent of the old Asian café that is characterized by its cheap prices. However, even by the low price of the products, it does not lower the quality of the food. Perhaps because the setting of the café does not put me in high expectations for the food either.

PEOPLE When we got there, the employee was very quick to put us on our seats. We were greeted by a warm smile. The employee was polite but also quick to tell us to order so she could serve other customers as well. After ordering, it did not take long until our food has arrived. In the corner, I can see the tea maker making the traditional tea-pouring technique. I went to take a look and asked her if I could take a picture. She smiled and said, “make sure to take a good one”. We continued to enjoy eating our food until we are finished. When I got to the cashier, the service was not very good. The cashier was rushing me to pay and forgot to give me the receipt. But other than that, I am satisfied with the service and process of the food ordering.

PROMOTION KopiTime does not fully rely on technology or another media promotion to promote their café. Instead, they open franchises in targeted areas. Considering their targeted consumers are mostly Asian people in their old age. However, they do still use medias promotion such as website and Instagram. They also include their promotions on their website. They also include their location of franchises and contact details to make it easier for customers to reach them.

PROCESS When we got to the café, although it was half filled, the waitress was quick on taking us to our seats. We were asked to order straight from the cashier counter. After ordering, we get back to our seat and wait for our food to come. After around 10 minutes, the food and drinks we ordered have been served. After eating, I asked for the bill and continue to make the payment at the cashier. When I got to the cashier, it turns out they only accept cash payment and do not accept credit card payment. As a recommendation, I would suggest for them to provide card payment method. And also, to prepare a menu in each table instead of having every customer to order at the cashier. Because KopiTime does not have a very big space, that would create a long line of queues. When I was observing the surrounding of the restaurant, the tables and chairs, along with the

PHYSICAL EVIDENCE

decorations were clean and organized. Only the The decorations and style of the restaurant are addedtables with a that subtle Hancustomers Chinese ornaments. aretouch filledof with were messy. Making the place feels comfortable for the targeted customers. After we finish our food, the waitress was quick to clean up our tables. They clean the table and

SUSTAINABLE MARKETING I do not see any sustainable marketing present in this business

STRENGHT AND WEAKNESSES What differentiate KopiTime with other restaurants is that they keep the originality of the past. They remain the old traditional working style as well as the atmosphere of the place. They create an environment that maintains the authenticity of the old-style Asian cafes, which the targeted customers can enjoy and adjust to. Their

weakness

lays

on

their

promotion, where they do not have any other media platform other than their website. They should increase their

promotion

consumers.

to

Because

attract

more

other

media

platforms such as Instagram or Twitter most

likely

would

not

be

very

effective in marketing their product, maybe they could try to increase their promo

and

encourage

mouth marketing.

mouth-to-

CONCLUSION In conclusion, KopiTime possess all characteristics of the 7 principles of marketing. They apply the 7P's in their restaurant and able to market their business. I figured that each marketing principles are very crucial in managing the marketing process. And how every principle supports the other. KopiTime is able to maintain their originality and their initial goals and purpose of their business....