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1.1 Introduction & Executive Summary Mbah Jingkrak is a restaurant that serves Javanese food. Mbah Jingkrak is located in Setiabudi, Jakarta. Javanese food is usually sweet and not spicy hot. What makes this Javanese restaurant different is that they serve Javanese food with spicy hot taste. Mbah Jingkrak was actually first established in Semarang in about 4 years ago. It was so famous in Semarang that the owner decided to open a franchise for the restaurant. Mr. Kalandra is a good friend of the franchiser. He lived in Jakarta now, and 2 years ago decided to buy the Mbah Jingkrak’s franchise and opened a branch in Setiabudi area, Jakarta. The restaurant was very successful that today they are constantly visited in approximately 200 customers a day from lunchtime to dinner. Since the restaurant is located in commercial area, the most customers are office employees or executives. And at the weekends, families who just love to spend time together in a restaurant for a lunch or dinner mostly visit Mbah Jingkrak. Another great thing about the restaurant is that the price range of the food and drinks served there is only from Rp 3000,00 – Rp 20,000,00. This is a very cheap pricing for a restaurant that is located in Jakarta. Most Jakarta’s restaurants are a lot more expensive compared to Mbah Jingkrak. Maybe this is what makes Mbah Jingkrak even more famous beside its delicious and unique taste. The reason why we chose this restaurant as our brand management project subject is because the growth of this restaurant seems so significant, and lots of people we know love to eat in this restaurant. Beside, Mbah Jingkrak has a unique proposition as explained above where they serve spicy hot Javanese food, unlike other Javanese restaurants. We do this research in order to know what actually makes them a good and famous restaurant in their first years. We also like to see what’s lack from this restaurant is so that we can help them to be even better that before.

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1.2 External Environmental Analysis 1.2.1 Market Domain a. Market Size Based on jakarta.go.id, total population of Jakarta is 8,96 millions. If Mbah Jingkrak get 6000 customers per month. It may be said that Mbah Jingkrak have 0,06% of market share in Jakarta. b. Market Growth Also based on jakarta.go.id the market is expected to grow to 9.1 millions by 2011. This growth is not significant compared to the current market size, but the growth is still an opportunity for Mbah Jingkrak to grow their market share. 1.2.2 Trends It is said in jakarta.go.id that in the last four month of 2009, restaurant and hotel business has grown 3.72% compared to the previous four months and 5.08% compared to the previous year. That growth might be affected by numerous of things, and one of them is trends. a. Social Nowadays, people are getting busy and busy. It makes them get used to socialize through technology. Instead of direct communication, they are getting used to communicate by phone or any electrical devices such as email or blog. It also gives impact to Mbah Jingkrak as a restaurant. Besides doing promotion directly like mouth-to-mouth promotion, spread the brochure, and advertising in magazine, Mbah Jingkrak has promoted its restaurant by collaborating with cellphone provider, which is Indosat. The promotion strategy is, people who used Indosat as its provider get a message for having a free drink at Mbah Jingkrak, which cost Rp 10,000. It is done in order to attract people to come,

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because management of Mbah Jingkrak thinks that people nowadays are not really into direct promotion. Mbah Jingkrak also did the promotion through television program ‘Wisata Kuliner’ in TransTV, because the management saw that people are like to watch the program and it becomes their reference in choosing the place to eat. However, both the magazine and television publicize done without paying any cent, thanks to mouthto-mouth promotion. b. Political During the fasting month Mbah Jingkrak facing crisis, their sales drop down into four million per day. The management was quite frustrated with the result and move their brain a lot to figure out the problem. However, by the third day of fasting month, the sales grow into twelve million for one day and in the next days, the sales has flown back into 16 to 18 millions per day. There was this occasion where the sale was erupted into 24 million per day. It was concluded that at the beginning of the fasting day, many people are still doing their dinner by their home with their family and as the days passed each family member begin to have their own agenda. That is, concluded, as the reason why the sales fall down by the beginning of the fasting month. c. Technological As the ages goes, everything changes, character, habit, people, soil, and that is included technology. Several years ago, waiter still need to write down people’s order, deliver it by servant, and calculate it only using pen/pencil, paper and our brain. Todays, we do not have to sweat those things. We only need to click to record the order, put order over a rolling rail, and click and click to calculate and print it out in just a second. Those changes made people life easier and deliver some new kind of problems and solutions. However, Mbah Jingkrak does not really follow the flow. They thought by doing some of the things old -fashioned way, it will make the antique ambience came out,

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at least for now. Mbah Jingkrak also using some old method in cooking the meals which been told that it makes the cuisine even more tasty and smells good. 1.2.3 Competition Direct competitor a. Warung Anglo Warung Anglo can be interpreted as the direct competitor of Mbah Jingkrak or the biggest competitor of Mbah Jingkrak because Warung Anglo was Mbah Jingkrak before the separation of management. The former owner of Mbah Jingkrak restaurant built a restaurant with a same concept and content with Mbah Jingkrak. The restaurant give a slightly higher price compared to Mbah Jingkrak. They also have an old javanese interiors and uniform their employee with batik. Other Competitor a. Dapur Babah Elite Dapur Babah Elite is a romantic dining restaurant that serves javanese traditional cuisine. Dapur Babah Elite is located in Veteran I No. 18 – 19 Jakarta Pusat. The standing point of this restaurant is the decoration it self. Dapur Babah Elite is decorated with many traditional furniture that remind us of old times. There are also private rooms that can be reserved if customer would like to have private dining. Dapur Babah Elite has many kind of food, such as nasi tjampoer babah, Nasi Kare Kepiting , Beef Steak Complete Oen, Tjoemi, Tjabe Tiubin, Ikan Goreng Moelet Garing , Nasi Rawon Tugu. The price for appetizer Rp. 38.000 - Rp. 40.000, Soup Rp. 35.000 - Rp. 45.000, Main Course Rp. 40.000 - Rp. 77.000, Dessert Rp. 20,000 - Rp. 45.000, Beverages Rp. 20.000.

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b. Koedoes Koedoes is very popular with it’s soto koedoes. Actually it serves authentic taste of javanese food. Beside, it also has traditional javanese decoration for it interior. The price is about Rp. 35.000. Soto koedoes has many branches in some big cities in Indonesia. The customer of koedoes is getting more and more. Based on interview with a customer, she said that the price is cheap while the food is really delicious. Koedoes also accepted special order for party, birthday, etc. c. Waroeng Pecel Madiun Waroeng Pecel Madiun is javanese restaurant that is located in Moh. Kahfi II No. 40 A South Jakarta. Waroeng Pecel Madiun has speciality for the Pecel Madiun. Besides, all the recipes is gotten from the previous generation, so the taste is very original and special. The range price is Rp. 20.000 – Rp. 40.000. Waroeng Pecel Madiun is usually reserved for wedding party catering, birthday, special event, etc. The decoration is traditional where there is lesehan place. 1.3 Internal Environmental Analysis Products / Service This restaurant cooks javanese cuisine and specialized in their hot and spicy dishes with unique names for each of the products, including the beverages. This restaurant also provides parking lot, valet service, special late night food, and delivery system. Mbah Jingkrak is a franchise business that gives franchisee 7 chefs and raw material supplier that helps the restaurant to maintain their qualities. The main branch also gives a periodic supervisor for a certain amount of time to help this new branch to maintain performance both. Mbah Jingkrak also applies a system in maintaining the food quality. They apply 5 hours policy where after the first five hours of operational hours, which is the end of the first employee shift, the remaining food will be replaced by newly cooked meals.

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His restaurant in serving the meals offers a different style. Their style of serving the cuisine is to show it in the front hall of the restaurant in a red soil pottery. The waiter will write down customers’ order and help them to find the right table, after then customers will be asked for their desired drinks. Customer Perception Based on interview conducted with Dinna, one of Mbah Jingkrak customer, Mbah Jingkrak is a quite relaxing place, which is why she decided to visit for couple times. The employees are quite friendly (greet her whenever she came), and the service was great, although she have experienced misplaced order. The owner also very friendly where in this case he sometimes talk a bit when she visit the restaurant about the ambience, food, and drinks. Another interview was conducted with Betha, she pretty much say the same things as Dinna said. Price is what she tend to focused in, she thinks that Mbah Jingkrak price is quite cheap for such place, however the food is rarely disappointing and very tasty, It makes here “falling in love” with Mbah Jingkrak. Current Promotion Activities Mbah Jingkrak main promotion system is by giving brochures. They are using a channel in making the brochures and spread the brochures in random pattern. They just spread the brochures without considering who are the people and how big the benefits will be. Another promotional activities done by the management is using cellular provider to give virtual voucher of one beverage per visit for every user in area of south Jakarta. However, the promotion was not a success project, not even a single customer came with the voucher. At the end, the promotion was canceled. There are not many others promotional activities done by Mbah Jingkrak and currently brochure is the only promotional thing done by Mbah Jingkrak.

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Price

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Mbah Jingkrak ranged their products from IDR 3,000 to IDR 20,000. They also have box package which cost around IDR 30,000 per box which include meat, vegetables, rice, fruit, ‘Krupuk’, and mineral water. Channel • • • • • • • • • • Food Ingredients and Spice (except for chicken) Supplier, PT. Barokah Chicken Supplier Coca Cola and Frestea Supplier Gas Supplier Coconut Supplier Freshener Supplier Tissue Supplier ‘Krupuk’ Supplier Publishing A/C Maintenance

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1.4 Comparative Analysis of Competition Mbah Jingkrak began in 2008. Being only one year, Mbah Jingkrak had been facing rapid competition in the market. In general, the competitors of Mbah Jingkrak are javanese restaurants located in Jakarta. According to the management, Mbah Jingkrak own branches in Jakarta and Semarang, and will expand to Bandung approximately next year. Direct Competitor
a. Warung Anglo

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The restaurant is basically copied from the previous Mbah Jingkrak therefore this make Warung Anglo the main competitor of Mbah Jingkrak. From interior, Mbah Jingkrak is combine between the graceful Javanese and simply minimalist that can be seen from the toilet, table and chairs at the garden, and kitchen. The competitor use pure Javanese old-times interiors concept. From pricing, Warung Anglo provide higher price compared to Mbah Jingkrak. Other Competitor a. Dapur Babah Elite The biggest differences between Mbah Jingkrak and Dapur Babeh Elit is the location, where Dapur Babeh Elit is located at Center Jakarta and Mbah Jingkrak at South Jakarta. Even so, both area are very resourceful for market. Besides, Mbah Jingkrak operation use Javanese methode to process the food and Dapur Babeh Elit use modern operational method in processing their food. This methode actually has an effect to the taste of the food. However the modern kitchen equipment is more promise hygiene. As for the food, Dapur Babeh Elit provide improved different meals. They use sea food as the ingredient of the menu. From pricing, Dapur Babah Elit give higher price than Mbah Jingkrak

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b. Koedoes Koedos is more established than Mbah Jingkrak, and it is also known as specialité in Soto Kudus. For decoration, Koedoes use pure Javanese style as its interior design, where Mbah Jingkrak serve semi Javanese-Minimalist as the interior design. In pricing, Koedoes, with Rp 35.000/ portion soto has higher price with Mbah Jingkrak that offer the highest price of food for about Rp 20,000/portion c. Waroeng Pecel Madiun Waroeng Pecel Madiun is more established than Mbah Jingkrak, besides it is known for it’s Pecel Madiun menu with special and original taste. For interior, Warong Pecel Madiun provide the customer “Lesehan” where Mbah Jingkrak does not have it. From the price, with range between Rp 20.000-Rp 40.000, it is offer higher price than Mbah Jingkrak with highest price Rp 20,000.

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1.5 Qualitative Study Data for this section was compiled from interview with Mbah Jingkrak management and couple of customers. 1.5.1 Competitive Brand Set Mbah Jingkrak always emphasize that they want the customers to feel just like in their home, so that Mbah Jingkrak put the atmosphere of homey in every aspect of decoration and service. The open area of Mbah Jingkrak is intentionally made to avoid exclusive image that is far from homey image. Besides, the food is already available and served on anglo plates that gives a feeling to customer that you can take any kind of food you like, just like in your home. Not only that, customer could get traditional drink and traditional crackers for free. These compliments made to make customers feel comfortable just like in home. In their home customer could eat traditional crackers and traditional drink as much as they want, so Mbah Jingkrak serves traditional cracker and drink for free. Mental map of Mbah Jingkrak

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POD

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The owner down to the dirty works. One of the top management member loves to ask the customers directly about the food, the service, and treat the customers really friendly and assist them in anyway to make the customer feels comfort. One other management member loves to be involved in the operational activity and she did it well. At the very beginning of the restaurant she is the one who trained the trainee. Mbah Jingkrak never abandon on it’s employee welfare. Unlike other company, although Mbah Jingkrak is not a really big company yet, Mbah Jingkrak covers all the medical expenses for their employee. They also gives extra salary for extra needs in transport and food. Ayam Rambut Setan, the spicy menu and the specialty in Mbah Jingkrak. Ayam Rambut Setan tastes really hot and many customers came to Mbah Jingkrak only to enjoy the spice and hotness of Ayam Rambut Setan. Attractive decoration. One thing when you go to Mbah Jingkrak is that you will see many unique and extraordinary decoration that you will not meet in other place such as the words “bukan lelaki”, and “bukan perempuan” for the direction of which toilet is for women and men. The way customer is served. In Mbah Jingkrak every cuisine are displayed in red soil pottery and the customer only need to pint and say what they want from the display and the waiter will write them down while the servant prepare the meals customer desired. After then the customers will be guided to the desired tables.

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POP

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Javanese accent. Just like many other Javanese restaurant, Mbah Jingkrak embrace their Javanese accent in every way including serving tasty Javanese food, uniform their employees in batik or Javanese clothing, and decorate the building with some very Javanese decorations. Computerized cashier. As every middle-class restaurant has grown in this modern age, Mbah Jingkrak already using computerized cashier to make everything easier. Daily calculation will be more well organized and cashier able to go home much early. Structured organizations. Mbah Jingkrak already going through couple of changes in their one-year operations. Currently, Mbah Jingkrak already has a General Manager and Manager on each division, just like other restaurant in its class.

1.5.2 Potential Reasons for Coming to Mbah Jingkrak Spice. The very well known product of Mbah Jingkrak is “Ayam Rambut Setan” where many people visit Mbah Jingkrak simply just to taste how “hot” is the chicken. Couple of people admits that they came for the very particular reason. Cozy. Mbah Jingkrak was designed to appeal customers, even though the design was more into classic and natural landscape. The owner tries to comfort every customer’s need. For example, he bought an extra cord for customers who bring laptop and ask for extra cord. The restaurant also gets an alley before entering the main dining area therefore car sounds become not very loud. Overtime. Mbah Jingkrak operational hours are 11am to 11pm. However, there are some customers that feeling quite comfortable on staying until the closing hours. On such condition Mbah Jingkrak will leave them as they are and put a waiter in charge therefore the customers will enjoy their time.

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Less Pricey. In such ambience and comfort, Mbah Jingkrak only tag their price from IDR 3,000 to 20,000,

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1.5.3 Experience Quality/Perception There was a day where a customer was going to charge his phone at Mbah Jingkrak. He calls a waiter to ask where he could charge his phone, and then he left the cell phone by the directed place. By the time he came back, the phone was already gone. He was very angry and the Management decided to replace the cell phone. (Negative in security, Positive in responsibility) Mbah Jingkrak also receiving some question regarding on someone who were going to holding a small event by Mbah Jingkrak. They were quite a wish list, but Mbah Jingkrak manages to arrange every need of the group and turns out it was an occasion for a celebrity. After that is when Mbah Jingkrak gain many extra customers related to the event attendee. (Positive)

1.5.4 Brand Loyalty Based on the interview with the owner, brand loyalty of Mbah Jingkrak is quite high. The customer is getting back with a new friend to try Mbah Jingkrak. Beside the food quality, the high brand loyalty might be happened caused by the great service of Mbah Jingkrak. Many customers said that they feel really comfort to eat in Mbah Jingkrak, and even stay late in Mbah Jingkrak because the waiters are friendly and nice to them

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Mbah Jingkrak is located in strategic place, where school, commercial buildings, and crowded residence surround it. People from low to high class load the area. Well-trained. Mbah Jingkrak is a franchise restaurant where the chefs are well trained and well prepared for many conditions. They also apply some standards on their cuisine; therefore the meal will taste not so different from times to times. The core management also disciplines the chefs, so they will not only have skill but also attitude.

1.6 SWOT Strength •

Mbah Jingkrak has previous pioneers. These pioneers have already done many promotional activities. However, the pioneers have already down and the benefits are taken care by the current Mbah Jingkrak.

Weakness • Mbah Jingkrak in Setiabudi is not well established yet; there are many structural changes recently. Such things will affect the employee culture, including their standard performance. • Mbah Jingkrak has low to medium standard in hiring, other than chefs, employee criteria. Many of the employees are chosen because of their willingness to work there instead of their skill or capabilities. Therefore many employees are in need of training and that surely takes much of the owner’s time. Opportunity • Not many Javanese restaurants offers hot and spicy meals. Even though, there are many spicy foods going all over the market but the meals offered by Mbah

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Jingkrak has excite the market with a different sort of taste that will attract different market share. • There are not many middle-high class restaurants in the radius of 300 meter. This will help Mbah Jingkrak in absorbing the middle-high class customers. Threat • Just like Mbah Jingkrak, there will be many other people who are after the current position of Mbah Jingkrak. And as the economic grow, people are going to be more creative and Mbah Jingkrak should be aware of more creative restaurants that will suck the loyal customers. • The previous Mbah Jingkrak owner who build Warung Anglo tells the customer that Warung Anglo and Mbah Jingkrak are under the same management, which is bad because whenever Warung Anglo did something wrong to the customers and the customers decided to never come back to the restaurant, Mbah Jingkrak will also get affected.

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4P Product As a Javanese restaurant, Mbah Jingkrak has it own concept on foods. While the other Javanese restaurant serve the traditional Javanese food with the sweet taste, Mbah Jingkrak serve the customer with the option of hot and spicy Javanese food. Mbah Jingkrak has special dish called “Ayam Rambut Setan”. “Ayam Rambut Setan” is a chicken but with extraordinary recipes, and the unique cooking process. First of all the chicken that has been cleaned are flavored by secret recipes and lots of chili. After that, the chicken is cooked using “ungkep” method, the traditional cooking process from java, which help the recipes to be absorbed by the chicken.

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Place

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Mbah Jingkrak located on Setiabudi Tengah, South Jakarta. The location is quite strategic because there are plenty commercial buildings, a high school, and hundreds of house with rented rooms for students, college students, and office employees around. This place also close to “Bundaran HI” where many people are moving in traffic. Sudirman and Rasuna Said, which is two of the main roads in Jakarta, are also quite near to this place which will appeal to customers who happens to go in the direction, eat well, and getting away from ugly traffic. Promotion The previous Mbah Jingkrak located on Senopati has already done many promotions. The impact is the present Mbah Jingkrak already known by quite many people without any need to broadcast the name. Currently the keep on going promotional activities is brochure. People Mbah Jingkrak franchisee got 1 head chef and 6 chef assistants. Those chefs have the capabilities on cooking 200 kind of Javanese cuisine. Franchiser also gives a supervisor on doing waiter, cashier, pantry, and cleaner employee selection. However, Mbah Jingkrak has faced some human resource problems that really bother the operational system and that is when franchisee allowed to call the franchiser to assist them in finishing the problems.

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1.7 CBBE Compare to its competitors, Mbah Jingkrak serves food with better taste and quality.

A good taste of food is one aspect from Mbah Jingkrak to measure its performance. By comparing its food taste with another competitor that sells the same product with the similar concept, Mbah Jingkrak could benchmarks its product and maintains a good performance. So, it differentiates Mbah Jingkrak with another restaurant based on its brand equity. It also makes the consumer attracted to come because they know that Mbah Jingkrak has better performance than another restaurant. The result of the questionnaire shows that most respondents agreed that Mbah Jingkrak serves food with better taste and quality. It has the percentage about 71.5% or 226 of 316 respondents. The other answered totally agree (15.5% or 49 of 316 respondents) and unsure (13% or 41 of 316 respondents). The number of respondent who disagree and totally disagree is zero.

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It is really good, because from the respondents’ answer there is known that Mbah Jingkrak is good on its performance. Mbah Jingkrak serves its customers well

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To measure the equity of the product, Mbah Jingkrak should meet the needs of its customers by giving a good service. It is really important because when customer needs are satisfied, Mbah Jingkrak could increase the loyalty from the consumer and choose Mbah Jingkrak as their place to eat. They also can have consumer response to the marketing, which means that management of Mbah Jingkrak has successfully done the Customer Based Brand Equity (CBBE) to its product. From the graphic shown above, it can be seen that most customers (65.8% or 208 of 316 respondents) are satisfy with the service of Mbah Jingkrak, because they agree with the statement. Another 23.1% respondents or 73 of 316 said that they were unsure, and the rest were totally agreed that Mbah Jingkrak serves its customer well. Again, there is nobody disagree or totally disagree with the statement. So far, Mbah Jingrak has done a good job on its salience aspect. It should be maintained by management of this restaurant to keep it runs well.

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Customers choose to eat at Mbah Jingkrak in any occasion or any special event

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In Customer Based Brand Equity (CBBE), there is the aspect of relationship between the product and the customer, and what the customer feels about the brand. The relationship can be measure through loyalty of the customer about one product. This question above asked the customers whether they choose to eat at Mbah Jingkrak in any occasion or any special occasion to know the loyalty and the engagement between consumers and the restaurant. The result of the questionnaire shows that 172 of 316 respondents were unsure to choose Mbah Jingkrak as their place to eat on every occasion. It has the percentage about 54.4%. 118 of 316 respondents or 37.3% agreed, and 2 of 316 respondents or 0.6% said totally agree. But, there are 24 of 316 respondents or about 7.6% disagree to eat at Mbah Jingkrak on any occasion. Those data means that almost half of customers do not choose Mbah Jingkrak as their place to eat on every occasion. It may because of the number of restaurants which is many in that area makes consumers have a lot of choices as their place to eat. It also

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may because of the atmosphere of Mbah Jingkrak, which is not really suitable only for hanging out or eating snacks and wi-fi just like the coffee shop or another restaurant, have. Mbah Jingkrak always matches with the current trend

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To measure its imagery, customers were also asked for their opinion whether Mbah Jingkrak is following the trend and operating their business in modern way or not. It was conducted in order to measure the image of Mbah Jingkrak itself, because it is about how the customers think about Mbah Jingkrak. It also matches it with the customer profile that comes to the restaurant, because most of the customers are family. From the data that gotten, there are 218 of 316 respondents or 69% agreed that Mbah Jingkrak matches with current trend and runs its business in modern way. Respondents who answered totally agree is 17 of 316 people or about 5.4% and the rest of them were unsure.

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Mbah Jingkrak has high quality, whether it’s product or its service

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In order to know the customers’ judgment about Mbah Jingkrak, they were asked for their opinion whether they think Mbah Jingkrak has high quality for its product and service or not. By knowing the opinion comes from the customers, management of Mbah Jingkrak could measure how far the achievement that Mbah Jingkrak got so far to attract its customers. They can also know about the positioning of Mbah Jingkrak at their customers opinion. 234 of 316 respondents or 74% said that they agree if Mbah Jingkrak has high quality for its food and service. It is really satisfying, because by feeling that Mbah Jingkrak has a good quality, they will like it and come again to eat at Mbah Jingkrak. About 9.2% respondents said that they are totally agreed with the statement. Meanwhile, 52 of 316 respondents or 14.4% unsure and 1 respondent disagreed. Although more people think that Mbah Jingkrak has high quality, there are some respondents who feel in contrary. Mbah Jingkrak management should consider it, because even the number of people who think like that is not too much, but it should

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be fixed because the most effective promotion of Mbah Jingkrak comes from mouthto-mouth promotion. Mbah Jingkrak always does the innovation to its product

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Innovation is really important in running a business. By doing some innovation, a company can maintain its ability to compete with its competitor and grab more customers than others. Innovation also becomes the stake of feelings in Customer Based Brand Equity model. It is because the innovation shaped the way customer sees a brand and builds the brand image itself. The result of the questionnaire shows that most of the customers think that Mbah Jingkrak is a restaurant, which has innovation in running their business. About 12% respondents or 38 of 316 people totally agree that Mbah Jingkrak has a great innovation, and 74.4% agree. Only 13.6% respondents were unsure to answer the question. Actually, Mbah Jingkrak has done a lot of innovation in running its business, which has traditional Javanese as its concept. It is shown by the servicescape and layout of Mbah Jingkrak, whether indoor or outdoor. Although it makes traditional Javanese as its

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concept, the equipment used in that restaurant is categorized in high technology. It also blends the traditional taste with modern one so any people from any range can like the food. The customers feel comfortable when they eat at Mbah Jingkrak

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In Customer Based Brand Equity (CBBE), there is the aspect of feeling between the customers and the brand. Feelings is how the customer see a brand and what does the impact of that brand to them when they choose the brand through what they feel about. This question asked customer whether they feel comfortable or not when eating at Mbah Jingkrak. The result of the questionnaire shows that 33 of 316 respondents really comfortable when they eat in Mbah Jingkrak. Another 209 respondents or 66% also think that Mbah Jingkrak is a comfort place to eat. Meanwhile, there were 71 respondents answered that they were unsure, and 3 respondents said that they were disagree.

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The customers feel that having meals at Mbah Jingkrak is a pleasant experience

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By having a good experience when eat at Mbah Jingkrak, customer got the resonance of the product, which is how the product impacts for them and make them feel related emotionally to a brand and become loyal customers. This question asked respondents whether by eating at Mbah Jingkrak, they have a great experience or not. 228 of 316 respondents or 72.15% said that they agree if Mbah Jingkrak gives them a good experience when they eat there. About 8.5% respondents said that they are totally agreed with the statement. Meanwhile, 60 of 316 respondents or 19% unsure and 1 respondent disagreed. It can be said that most of the customers who eat at Mbah Jingkrak experience a new taste there. It can because of the authentic taste of Mbah Jingkrak, which made them feel a new, taste that different with another.

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chapter 2 Descriptive Studies 2.1 Brand Awareness

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This question will answer on how the customers being really aware of Mbah Jingkrak’s Logo. There are 309 respondent doing the right answer and the rest did it wrong. However, this test is not considered valid because we spread the questionnaire inside the restaurant where many Logos displayed everywhere. We need to make sure that the respondent is not looking any other way than the paper itself.

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2.2 Perception Based on the data (3rd Attachment) it is shown that the taste, hygiene, friendliness, and the room humidity of Mbah Jingkrak have been going pretty good where many of the respondents put good on their choices. However, those aspects are not perfect when there are still some ‘bad’ picked for an answer. Therefore the management should seek for ways to comfort their customers. 2.3 Brand Image Based on the data (4th Attachment) it can be seen that the respondents do care a lot about hygiene, friendliness and the room humidity but, they prior their needs on the taste. Back to the essentials of a restaurant, all the thing customers’ need is taste; some other attributes will be useless when they do not meet the taste desired by the customers.

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2.4 Brand Consideration Set

Based on the questionnaire, Depot Jawa Warung Anglo Padang Manado

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2.5 Experience Quality Perception

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289 respondents is visiting Mbah Jingkrak 1 to 3 times a month. They are the people interested in Mbah Jingkrak but love to change the place to eat 25 respondents is visiting Mbah Jingkrak 4 to 6 times a month. These people are the one who favorite Mbah Jingkrak and happily spend their money on Mbah Jingkrak. However, 2 person answer 7 to 10, which means they are in love with Mbah Jingkrak and enjoy the whole things happening there.

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2.6 Brand Loyalty

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This chart will answer how loyal the customer to the current Mbah Jingkrak. There are 168 respondents answering yes which means they mostly would not care about the price, rather they tend to care about how good the stuffs are, they are the loyal customers. Another 136 respondents answering maybe which means they tend to care about how good the stuffs they eat, but not that much until they would spend much of their money for it. However, 12 people are those who are not into Mbah Jingkrak, pick no for their answer. 2.7 Current Brand Position Mbah Jingkrak has already known by many people who work, go to school, and live around the Setiabudi area. They even get some loyal customer from Gading, North Jakarta. However, the current position of Mbah Jingkrak brand is merely a middle-class restaurant with high service that is capable in accommodating customers from medium to high class.

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3 Designing Brand Strategies 3.1 Intended Brand Position

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Based on interview with Mbah Jingkrak Management, it is said that Mbah Jingkrak is already quite satisfied with the current brand positioning. It is middle-class restaurant but, they still able to accommodate high-class customers. Therefore the only matter is to get a bigger market share without losing their brand control. 3.2 Marketing Plan (Recommendation) 3.2.1 Product Currently, the food and beverage in Mbah Jingkrak has been very good indeed. Mbah Jingkrak really keeps their food and beverage to always in good condition. For example, in purpose to keep the food to always be in good condition, Mbah Jingkrak always replaces the food every 03.00 PM with the new one to keep the freshness of the food. However, there are always things to be fixed. For the food and beverage, we suggest that the food not only should be in fresh condition but also in hot temperature. Some customers said that the food is delicious but it’s much better if the food is hotter. For the taste, some customers said that some of Mbah Jingkrak food that tastes sweet is somehow too sweet; they want the sweet food to become spicier. However, it is just founded that the chefs are doing the meals in rotation, therefore sometimes the meals feels sweeter and more spicy at some other time. For the beverage, all the customers that we interviewed agreed that the beverage is perfect. For the service, the service of Mbah Jingkrak has been so much perfect. There is a waiter in front of the door to welcome new customer coming; all the waiters are friendly and fast. One example for the proof of good quality service of Mbah Jingkrak is that there is ever a customer that stayed in Mbah Jingkrak until midnight, and Mbah Jingkrak allowed the customer to kept on being there. Besides, the owner is getting along with the customer to ask how is the food, beverage, and drink. So far, the service is almost perfect, and if we have to recommend, we

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could only say to maintain the service. Do not ever let the customer feel that the service is declining. 3.2.2 Promotion It was kind of surprising that Mbah Jingkrak has never done a significant marketing promotion but constantly have approximately 200 customers a day. And that number is not a small number compared to the restaurant capacity, which can serve around 120 customers at once. According to our interview with the owner of the restaurant, Mbah Jingkrak’s most only effective promotional activity is word of mouth. Well actually the owner was once trying different kind of promotional activities, but they were not effective, and it was just adding another cost to the restaurant expense. For example, Mbah Jingkrak once spread flyers by putting the flyers onto cars’ front windows in a parking lot, but the number of the customers coming to the restaurant did not increase. The approximate number of 200 customers coming on a day stays the same. At the end they found out that flyer on cars’ window will most of the times be directly thrown away by the car owner as soon as he/she sees that there’s a flyer on the glass. So they stopped doing this. Another promotional activity they’ve tried but not working so well was promotion through text messages. So the restaurant’s owner worked together with Indosat as a cell phone provider to send a text message to people who are registered living in Jakarta and around. The promotional sentence said that if we show the SMS then we can get a Rp 10.000,00 discount. But again, the approximate number of 200 customers coming on a day stays the same. The owner said, maybe Rp 10.000,00 is not a significant amount for his target market. There was an interesting story about the restaurants promotional, the crew of a famous talk show in Indonesia, Bukan Empat Mata, once visited it. The crew came and reported the restaurant. When we confirmed that to the restaurant owner, he said he did not invite the show to visit his restaurant. He was actually surprised that all of the sudden the crew from the talk show came and reported the restaurant. Of

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course this has been a very good promotion. First, it’s broadcasted all over Indonesia. Second, it’s free! The talk show crew said that they just know about the restaurant and they love it, so they decided to make a live report on the restaurant in the show. It is a proof that word of mouth is still the most effective promotional activity and maintained service is all we can suggest. 3.2.3 Price Based on the questionnaire that we have given, more than 60% customers agreed that the price is already appropriate. They feel that the price that they pay is equal with the quality of food and service that they get. Considering the fact, we choose to recommend that Mbah Jingkrak should keep its price. 3.2.4 Channels Today, Mbah Jingkrak only serves the food to the customers that come to its restaurant. In purpose to wider this business, Mbah Jingkrak needs to expand the customer. If Mbah Jingkrak only uses the classic way, which is serving the customer in the restaurant, it will take a long time to wider the business. So, we recommend Mbah Jingkrak to expand the customer by positioning itself as a catering service. The target market could be wedding organizer, school, office, college, until independent organizations.

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chapter 4 Cost and Benefit Sponsorship Box Package

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In order to expand the market, we need to introduce our products to as many people as we can, especially to office people as our potential market. For example, Mbah Jingkrak give up 100 of meal boxes for an event and each of the boxes cost 15,000. COGS : IDR 15,000 * 100 = : IDR 100,000 = IDR 1,500,000 100,000 + 1,600,000

Transportation Cost

i.e. we gain 5 events into our agenda from the 100 people who arrive to the previous event and each order 50 boxes then: Sales COGS : IDR 25,000 * 50 * 5 = : IDR 15,000 * 50 * 5 = : IDR 100,000 * 5 = IDR 6,250,000 3,750,000 500,000 2,000,000

Transportation Cost Profit

Although the profit is only IDR 2,000,000 but the value of the benefit could be more than the nominal. The satisfied customer from the events will tell their relatives and friends about this and words of mouth will works well.

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chapter 5. Summary Based on the whole report, we can see that as a middle class restaurant, mbah jingkrak has been good enough. It has many loyal customers, they can keep the food quality, and the service is satisfying. However, mbah jingkrak still wants to expand the market. So in purpose to fulfill the wish, we recommend mbah jingkrak to maintain it’s current customer by keeping the food and service quality, and getting more market by being a catering service to wedding organizers, school, college, until office.

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1st Attachment LITERATURE REVIEW Brand, it seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. Brand Awareness Brand awareness is a marketing concept that measures consumers' knowledge of a brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand. Showing a consumer the brand and asking whether or not they knew of it beforehand can measure brand awareness. However, in common market research practice a variety of recognition and recall measures of brand awareness are employed all of which test the brand name's association to a product category cue, this came about because most market research in the 20th Century was conducted by post or telephone, actually showing the brand to consumers usually required more expensive face-to-face interviews (until web-based interviews became possible). This has led many textbooks to conceptualize brand awareness simply as its measures, that is, knowledge that the brand is a member of a particular product category, e.g. soft drinks. Examples of such measures include: chapter

Brand recognition - Either the brand name or both the brand name and category name are presented to respondents.

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Brand recall - the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category. Top of mind brand awareness - as above, but only the first brand recalled is recorded (also known as spontaneous brand recall). http://en.wikipedia.org/wiki/Brand_awareness Brand Perception Brand perceptions are shaped by functional experiences (i.e. speed, quality, reliability, ease of use) as well as emotional experiences (i.e. make me feel better, improve my performance, make my life/job more gratifying or easier) the customer associates with the product and company. Brand experiences and perceptions are developed over time through a variety of sources, including: • • • • • Previous experience with the brand Interactions with sales, customer service, and other employees Recommendations from friends and colleagues Reviews by reputable sources Advertising

A brand perception is any brand claim or promise held in the mind of the audience. The claim may be true or false and the promise may be real or hyperbole. In either case, it is the perception that determines individual or group reality. Perception then determines action, purchase, recommendation, etc. http://jonesandbonevac.com/blog/?tag=brand-perceptions http://www.infotrends.com/public/Content/MRD/Projectdescriptions/ brandperception.html chapter

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Brand Image Brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service Brand Experience Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli. Such stimuli appear as part of a brand’s design and identity, packaging, communications, and environments http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA %20Journals/Journal%20of%20Marketing/TOCs/SUM_2009.3/Brand_Experience Brand Loyalty Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints (such as vendor lock-in), a lack of viable alternatives, or out of convenience. Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior.[1] This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm chapter

It has been suggested that loyalty includes some degree of pre-disposition commitment toward a brand. Brand loyalty is viewed as multidimensional construct. Several distinct psychological processes determine it and it entails multivariate measurements. Customers' perceived value, brand trust, customers' satisfaction, repeat purchase behavior, and commitment are found to be the key influencing factors of brand loyalty. Commitment and repeated purchase behavior are considered as necessary conditions for brand loyalty followed by perceived value, satisfaction, and brand trust. Fred

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Reichheld, one of the most influential writers on brand loyalty, claimed that enhancing customer loyalty could have dramatic effects on profitability. Among the benefits from brand loyalty — specifically, longer tenure or staying as a customer for longer — was said to be lower sensitivity to price. This claim had not been empirically tested until recently. Recent research found evidence that longer-term customers were indeed less sensitive to price increases. http://en.wikipedia.org/wiki/Brand_loyalty

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2nd Attachment METHOD

1. Research Implementation and Collecting Data The authors use Exploratory Research and Descriptive Research. The Exploratory research is used to explore or search through a problem or situations provide insight and understanding. Descriptive research is used to describe the condition of Mbah Jingkrak Brand Management and make a conclution of the research. 1.1 Research Location Research location in this case is in Mbah Jingkrak Restaurant at Setiabudi Tengah Street No.11 Kuningan, South Jakarta. 1.2 Population All of targeted customers, who come to Mbah Jingkrak Restaurant, which is include of: Country Region Age : DKI Jakarta, : All age : Male and Female : > Rp 2.500.000,- per month : Student, house wife and employee : B to A economic condition chapter

Gender Income

Occupation

Socioeconomic

Mbah Jingkrak’s owner said that the average customers per day are about 200 people from the interview before. So, researchers assume that the population of Mbah Jingkrak per day is about 200.

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1.3 Sampling Technique : Convenience Sampling The authors choose Convenience Sampling, as Non-probability sampling technique. The research technique is chosen because the respondent of the research is chosen, only the customer that comes to Mbah Jingkrak Restaurant during research time. Moreover, considering the limited of financial sources and time, this technique has the advantage of being both inexpensive and fast. Sample : Slovin Theory N n= 1 + Ne^2 n = number of sample e = Level sampling error N = number of population

Where:

Based on the interview with the owner, we get that the number of population in one day is 200 people. The author decided that the research would be implemented in 1 week. Thus: N = 200 x 7 days = 1400 people With confidence level of 95% So, the number of all customer sample of Mbah Jingkrak Restaurant is: 311, but the researcher will generate the questionnaires to 316 peoples to avoid rejected questionnaire result. 1.4 Research Design In this research, the author use 2 research design, which are: chapter e = 5% n = 311 people

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Qualitative Qualitative research is a field of inquiry that crosscuts disciplines and subject matters Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The discipline investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed rather than large random samples. For the methods of data analysis, we use coding method. Coding is an interpretive technique that both organizes the data and provides a means to introduce the interpretations of it into certain quantitative methods. Most coding requires the analyst to read the data and demarcate segments within it. Each segment is labeled with a “code” – usually a word or short phrase that suggests how the associated data segments inform the research objectives. When coding is complete, the analyst prepares reports via a mix of: summarizing the prevalence of codes, discussing similarities and differences in related codes across distinct original sources/contexts, or comparing the relationship between one or more codes. Some qualitative data that is highly structured (e.g., open-end responses from surveys or tightly defined interview questions) is typically coded without additional segmenting of the content. In these cases, codes are often applied as a layer on top of the data. Quantitative analysis of these codes is typically the capstone analytical step for this type of qualitative data. Computer programs sometimes support contemporary qualitative data analyses. These programs do not supplant the interpretive nature of coding but rather are aimed at enhancing the analyst’s efficiency at data storage/retrieval and at applying the codes to the data. Many programs offer efficiencies in editing and revising coding, which allow for work sharing, peer review, and recursive examination of data. chapter

A frequent criticism of coding method is that it seeks to transform qualitative data

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into quantitative data, thereby draining the data of its variety, richness, and individual

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character. Analysts respond to this criticism by thoroughly expositing their definitions of codes and linking those codes soundly to the underlying data, therein bringing back some of the richness that might be absent from a mere list of codes. In this research, the authors use these qualitative methods with observations and interviews. Quantitative Quantitative research is the systematic scientific investigation of quantitative properties and phenomenon and their relationship. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypothesis pertaining to natural phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships. Quantitative research is widely used in both the natural sciences and social sciences, from physics and biology to sociology and journalism. It is also used as a way to research different aspects of education. The term quantitative research is most often used in the social sciences in contrast to qualitative research. Quantitative methods are research techniques that are used to gather quantitative data - information dealing with numbers and anything that is measurable. Statistics, tables and graphs, are often used to present the results of these methods. In this research, the author use quantitative method with questionnaires. Questionnaires The variable asked over the questionnaires include: a. The awareness of Mbah Jingkrak Logo b. Service that is provided by the restaurant through: • Taste of the food chapter

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• • •

Hygiene Hospitality Room temperature

c. Intensity in consuming Mbah Jingkrak product in a month d. Competitor e. Food and drinks taste f. Portion implementation toward customer expectation g. Promotion Media h. Promotion existence i. j. Mbah Jingkrak price compared to competitor Cheaper price compared to competitor

k. Price appropriate with the taste and service provided l. Customer feels about • • • • • • • Better taste than competitor Pleasant service Choose Mbah Jingkrak as their hunger cure Modern restaurant with Overall quality that Mbah Jingkrak offer Innovative restaurant Enjoying the situation

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Good experience to visiting Mbah Jingkrak

The questions of questionnaires itself divided into several way to filled: 1. Likert Scale There are two questions that use likert scale in the questionnaire. First is to measure the service that is provided by Mbah Jingkrak that the answers are: 1 2 3 4 5 : Very Good : Good : Average : Poor : Very Poor

The second is to measure customers feel toward Mbah Jingkrak Restaurant, that the answers are: Ss S R Ts STs : Very Agree : Agree : Average : Disagree : Very Disagree chapter 2. Closed Question The closed questions is provide for questions about:

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• •

Mbah Jingkrak price compared to competitor Price appropriate with the taste and service provided

3. Multiple Questions The multiple questions is provide for questions about: • • • The awareness of Mbah Jingkrak logo Intensity in consuming Mbah Jingkrak product in a month Pricing

4. Open-Ended Question The open-end questions is provide for questions about: • • • • • Pricing Promotion existence Food and drinks taste Portion implementation toward customer expectation Promotion Media

2. Preparing Data and Analysis

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In this step, the author preparing data which involves data-processing steps leading up to the analysis. The preparation includes the editing, coding, and transcribing of collected data. This entire process is done in order to verify the accuracy of the

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research data. The editing process involves an initial inspection of questionnaires and observation forms for completeness and reasonableness of responses. After this initial inspection, the response to each question is coded to ensure the standardized entry into the computer. The data from questionnaires are transferred onto storage media and then analyzed using statistical technique. The results are then interpreted in order to find the conclusions related to this research problem.

3. Conclusion and Recommendation As the symbol for research ending, the author will make conclusion of the research problem based on the research analysis. In this section the author will concludes the executive summary. As the compliment, the author will give recommendation to Mbah Jingkrak Institution in product or service, promotion, price, and channels of this institution. The author hopes that this research useful for this institution and the next researcher.

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3rd Attachment (BRAND PERCEPTION CHART)

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4th Attachment (BRAND IMAGE CHART)

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5th Attachment (STRATEGIC MAP)
PRICE High

Babah Elite (2009)

Babah Elite (2014)

Low

High

QUALITY

Warung Anglo (2009) Low

Mbah Jingkrak Mbah Warung Jingkrak (2014) Anglo (2009) (2014)

Above is the strategic map of Mbah Jingkrak from now (2009) until five years later (2014). It can be seen that Mbah Jingkrak has several competitors as restaurant that serve traditional food, such as Warung Anglo and Babah Elite. It is being predicted that at future, there will be an enhancement in price comes from those restaurants. It may

because of the inflation that will influence the food price or it just a strategy to get more profit from their consumers. chapter

Warung Anglo will start to increase its quality by setting much higher price from its present food price, and so does Babah Elite. Based on the map, Mbah Jingkrak’s position now is between those restaurants. For the quality, Mbah Jingkrak has the same position with Babah Elite at this time. But, Mbah Jingkrak has lower price

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compare to Babah Elite. Meanwhile, Warung Anglo as the restaurant, which has the

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similar concept with Mbah Jingkrak, sets price that a little bit higher compare to Mbah Jingkrak, but still has lower quality than Mbah Jingkrak. Five years from now, we predict that Mbah Jingkrak as restaurant that sell traditional food and ambience will increase its quality much. It will happen in order to make balance between its low prices but still grab more customers from every economic range. Compare to Babah Elite, which only has customers from higher class because of its food price, and Warung Anglo that practically sets price near to Mbah Jingkrak, the improvement quality can differentiate Mbah Jingkrak to another restaurant and give the added value to it. A quality improvement that can be done by Mbah Jingkrak for the next 5 years could be happen if Mbah Jingkrak does some actions, such as; • The addition of menu variants with better taste and quality. It has been targeted that in one month there will be one additional menu. So, for five years later Mbah Jingkrak could have about 60-70 additional menus. • Open the restaurant branch at different strategic location in order to grab more customers and increase the brand awareness to customers. i.e. Soekarno Hatta Airport branch expansion in the next couple years will attract more customers and can be considered as indirect promotion for Mbah Jingkrak Setiabudi. • The improvement of service quality by having a better recruitment system of Mbah Jingkrak employees. Currently, the management has grown into a more established condition which is a good sign for Mbah Jingkrak future management.

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References

http ://mystrategicplan.com/resources/internal-and-external-analysis/#Internal http ://www.restodb.com

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