JOURNAL OF

BUSINESS AND MANAGEMENT

Vol. 2, No.1, 2013: 56-65

COSTUMERAWARENESSOFMYMATEFOOD&FRIENDSBINTARO
JAYABASEDONPROMOTIONSTRATEGYWITHINTEGRATED
MARKETINGCOMMUNICATION

AdityaWidyaraahmanandHerryHudrasyah
SchoolofBusinessandManagement
InstitutTeknologiBandung,Indonesia
aditya.widya@sbmitb.ac.id.com

AbstractMy Mate Food & Friends is real culinary businesses in Bintaro Jaya, before My Mate Food & Friends
stand;therewasnamedMoeCaf,FamilyandRestaurant.ThereforeMoeCafchangedintoMyMateFood&
Friendstofollowthemarketgrowthasthewriteralsodirectlyinvolveinrunningthisrealculinarybusiness.The
writer used Integrated Marketing Communication model strategy business. In this research the writer used
exploratoryresearchmethod.Theresultsexplorativeresearchisgoingtobeusedfieldobservation,interviewwith
keyperformance,andquestionnairevariables.Theproblemthatroseinthisresearchisaboutpromotionstrategy
thatperformsbyMyMateFood&FriendsmanagementtohavecostumerawarenessforMyMateFood&Friends,
and finding solution that management should do to become new concept culinary business in concept that
accepted,alsocompetitivewithothercompetitors.Therefore,basedontheanalysis,thewritergivingconclusion
andrecommendationforMyMateFood&Friendsmanagementtheyshoulddo.Thereasonofthispaperistobuild
new culinary business development in Bintaro Jaya. Other wise the tools of IMC need to be integrated. IMC
previousstudies,tosellsthebrandwithIMCapproach,andthescaletoevaluatedpotentialtargetaudience,and
costumerexpectation ofbrand awareness to sellsMyMate Food &Friendsbrand. Otherdata is gathered from
someinterviewtothreekeyperformances.Theimpactofthisresearchtothesocietyisgivessocietyabetterplace
tohavenewexperienceinculinarylifestyle,introducingpeopletostayintheirarearathertogooutfromBintaro
Jaya.Thesocietyissueisthelocalorganizationthatsometimestheymustbemanagetonotbotherotherpeople
business.

Keywordscomponent;IntegratedMarketingCommunication,PotentialTargetaudience,PromotionStrategy,Mix
Marketing.

Category:Marketing


Introduction

MyMateFood&FriendsisunderPT.BintangIdolaSejahtera.MyMateFood&FriendsisformofMoe
Caf, Moe caf had declining number of costumer, market is growth also the people behavior is
changing,MyMateF&Fprovidetheneedsofcostumernowadays.MyMateF&Fisnewexperience
forpeopletohangout,andhavefoodanddrinkswithcolleagues.MyMateFood&Friendsisreal
culinary businesses in Bintaro Jaya, before My Mate Food & Friends stand; there was named Moe
Caf,FamilyandRestaurant.Butbecausethemarketgrowthpeoplealsogrowthandchanging,they
arenotlookingforfamilyandrestaurantanymore,cafandbaristhemostpeoplewantedtheseday.

Therefore Moe Caf changed into My Mate Food & Friends to follow the market growth. Why its
calledMyMateFood&Friends?WhywerechoosingMyMateforthebrandname?Whythetaglineis
Food&Friends?ThebrandcreatedbecauseofreasonsthatMyMateisnotlikeotherregularcaf.
WordFooddescribingthatMyMateFood&Friendsiscafthatservefoods,whilethewordFriends

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meansMyMateisplaceforpeopletomeetwiththeirfriends,haveadrink,enjoymusic,eat,dosome
work andhavesomecoffee. MyMate introducingnewlife styletothecostumer,lifestylethatwe
knewthatpeoplewouldspendtheirtimetohangoutandhavegoodfoodanddrinkswhileenjoying
thelivemusicperformance.NowadaysespeciallyinJakartawecanseepeoplewhowanttohavefun
andrefreshingtheirmindtheywillgotosomeplacethatservedgoodfoodanddrinksandmusic.My
MateFood&Friendsbringsnewconceptinculinarybusiness.MyMateF&Fconceptiscombination
betweenartsuchasvintageandpopartdecowithlivemusicperformance.

Theambientofbothfloorisdifferentonthefirstfloortheambientisvintageandrelaxforenjoying
somecoffee,onsecondfloortheambientismorecolorfulandpopartdecoalsowiththebigstage
andbiglighting.Theycustomizedecorationandfurniture,andalsomezzanineat2ndfloor.Theyare
makessimpleastheycanonthe1stfloor,suchaslikecoffeeshopthatsellssnack,sandwiches,pastry,
soup, juice,etc. Toenjoylivemusicandhavedrinks and a bigmeal youcanorderin2ndfloor. The
environment around My Mate F&F is a store Houses there are many EF students, MOE salon
costumers,andmanyotherstoresalsoMyMatelocatedincentralculinarybusinessinBintaroand
aroundresidentialarea.

Asthewriteralsodirectlyinvolveinrunningthisrealculinarybusiness.Thisbusinessstillonprogress,
aswecanseetheobjectivesofthisresearchisfordiscoveringcostumerawarenesstoMyMateFood
&FriendsinBintaroJayaArea.ThewriterusedIntegratedMarketingCommunicationmodelstrategy
business. The writer also develops the process of the development My Mate Food & Friends, and
helped solving the problem in culinary business nowadays. In this research the writer used
exploratory research method. Exploratory research is type of research of conducted because a
problemhasnotbeenclearlydefined.

Theresultsexplorativeresearchisgoingtobeusedfieldobservationandquestionnairevariables.The
problemthatraisedinthisresearchisaboutpromotionstrategythatperformsbyMyMateFood&
FriendsmanagementtohavecostumerawarenessforMyMateFood&Friends,andfindingsolution
thatmanagementshoulddotobecomenewconceptculinarybusinessinconceptthatacceptedfrom
people in Bintaro and gaining new costumer (with Integrated Marketing Communication) also
competitivewithothercompetitors.(WithSWOTAnalysis&7PsMarketingMixMarketingAnalysis).

Therefore, based on the analysis, the writer giving conclusion and recommendation for My Mate
Food & Friends management they should do. From the good, different, creative, effective and
efficientstrategypromotionprocess.WecanseethatpeopleinBintarowhowantstoenjoyandhang
out usually seeks places outside Bintaro, such as Pondok Indah, Kemang, Senopati, or even to the
downtown.ThereiswhyMyMateFood&Friendsbuildbecausethereisnosuchaplacelikemusic
caf in Bintaro even on other places, they have a concept about music caf but they are not have
suitabilityconceptaboutmakingamusiccaf.

ThereissuchagoodmusiccaflikeHardRockcafinJakartawhichtheyhavemanybranchallover
theworld.IthinkMyMatemusiccafcouldbelikedthosestepbystep.MyMatecouldbeanewicon
inJakartatovisitbecausetheyhavestrongconceptfortheircaf.Costumerwillspendtheirtimeat
MyMateFood&Friendsforhangout;MyMateFood&FriendsCafisdifferent.MyMateFood&
Friendsonlyservesafewmenussothecostumernotconfusedtochoosetheirmenusuchasgrilled
menu, pasta, pizza and Indonesia fusion. The other important thing is My Mate Food & Friends
servinganaperitifdifferentwithMoeCaf.

Nowadaysyounggenerationsinthisgenerationhavehabittohavesomedrinkswiththeirfriendsand
hang out together, listening music and watch live performing band and this is the advantage the
writhermakesthisproject,becausetherearenoonehassuchplacelikeMyMateFood&Friendsin
Bintaro.ThegoalofMyMateFood&Friendsatthefirsttimeistoattractpeopleandhavecostumer
awarenessaroundtheBintaroJayaareatocomeforaeat&drinkandenjoyingmusicinBintarothere

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notaanymoregoingtootherareafromtheirresidencceinBintaro
o.Togettho
oseawareneessMyMatee
Food&Friendssh
houldmakeg
goodmarkettingstrategyy.

LiterratureReview

A. IntegratedMa
arketingCommunication((IMC)
grated markeeting comm
Integ munication iss a simple concept
c moddel. The deffinition of practice
p IMC
C
conceeptisthereaanallintegraationeffortt
todointegraatedcommu
unicationwithallformso ofmarketingg
comm municationi nabrand.T Thatintegrattionsuchasintegrationb
betweenab bovethelineandbelow w
the lline; betweeen online media and offline media; or bettween broad dcast mediaa (one wayy
comm munication)andsocialm media(twowaycommunication).Inte egratedmarkketingcomm municationiss
simple concept tt
t ensures that
t all form
ms of commmunications and messag ges are careefully linked
d
togetther.Thereaarethreeelem mentsinIMC Cmodel;DISSCOVERY,INNTENT,andSTRATEGY.

Discoovery,discovverthemarkketreview,co ompetitorreeview,consu umerreview,andbrandr review.
Afterrreviewingaalltheelementswegett heinsightwhichistowardstoSWOT Tofthebran nd.

Inten
nt,afterdeteerminedstreength,weakness,opporttunity,andt threatsofth hebrand,inintentcirclee
we get the problem and advvantage thaat the brand d had. Then make the marketing
m direction and d
comm municationo objectives.

Strattegy, in this circle we determine

d h
how to sellin
ng the brand that is wee determinee the targett
audieencewithse egmentationmarketsucchas,Geodemographicc,Physiograp phic,Sociog graphic,and d
patteern of use. The
T result wew get from the survey. After we geet relevant target
t audieence we can n
makee the brand soul and seelling idea for
f the bran nd. Brand so oul and selling idea is the
t point off
integ
grated markketing comm munication. They beco ome basis tot determin ning the message and d
comm munication mix.
m Selling idea deriveed from bran nd soul thatt delivered to
t target au udience with h
markketingmessaagesthatreleevantfortarrgetaudiencce.Todeliverthemarkettingmessageeeffectivelyy
and d
delivertoco onsumer min nd,wemustthaveknow wledgeabouttthemain pointsofthe
p e brand withh
consu umerbecom methecentraalfactorofm marketingcommunicatio onthatweru un.

The m
message mu ust be based
d on the samme selling iddea that derrived from the
t brand so oul. Thus, in
n
everyycontactpointtheyfoundourmesssage.Therea aremanyshapesofcom mmunicationmessage,itt
become tagline or slogan, introduction
i n plot, celebbrity quote, event brand activation n, tagline off
packaaging, etc. The behavvior contact point beco omes the main
m factor of successs integrated d
markketing comm munication after doing survey
s and oobservation in quantitative method to knowing g
someepointsthec costumerco ontactwitht hebrandthaatwehad.Fo ordetermineetherightco ontactpointt
wemmustfocused dfromobjecctivesthatw wehadbefore.Afterwehaverelevan ntmessageandcontactt
pointtforthetarggetaudiencethatweaim m,thisstepofmarketingcommunicaationmixisfo ordesigning g
markketing progrram. This iss the integrated markketing comm munication with
w approaaching with h
advertising;prom motion,PR,d directmarke eting,person nalselling,un ntildigitalmarketing.

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Media Advertising Trade Promotion

TV Trade deals and buying allowance
Radio Point-of-purchase display
Newspaper allowances
Magazines Push money
Direct response Advertising Contest and dealer incentives
Mail Telephone Training programs
Broadcast Media Trade shows
Print Media Cooperative advertising
Computer-related Consumer Promotions
Media-related Samples
Coupons
Onlineadvertising
Premiums
Web Sites
Refunds and rebates
Interactive ads and emails
Contests sweepstakes
Place advertising Bonus packs
Billboards and Posters Price-off
Movies, airlines, and lounges Event Marketing and
Product placement Sponsorship
Point of Purchase Sports
Point of Purchase advertising Arts
Shelf talkers Entertainment
Aisle markers Fairs and festivals
Shopping cart ads Cause-related
In-store radio or TV Publicity and Public Relation
Personal seling

An advertising communication model should incorporate all four steps. Essentially, an advertising
communication model sets objectives for each step, andprovides strategies and tactical detailon
howeachstepissupposedtoleadcasuallytothenextone.Frommanagerstopdownplanning
perspective,anadvertisingcommunicationmodelthereforeconsistofdecisionsatfourlevels

A. BUYER:TargetAudienceactionobjectives
B. BRAND:Communicationobjectives
C. AD(S):Processingobjectives
D. MEDIA:Exposureplan

Besides positioning integration of IMC activities to an appropriate degree, we must also consider
timelineintegrationforthebrandsbuyers.IMCactivitiesmustbetimedtofollowalogicaldecision
influencing sequence from consumer or customers viewpoint. Components of the IMC campaign
shouldbeintegratedsequentiallywithregardtothecostumertimelineofthedistributionchannel

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General advertissing SALES Trial Promotion

P
Corporate identiity and PR Repeaat purchase
Corporate imagee advertising promo otion
Sponsorship, ev
vent marketing,
and publicity FORCE

Trade
PROM Promotion

OTION
Layoout,
atmoosphere
Retaiil feature
POP displays
Pricee-off
prommotion
Privaate Labeling
TV or
o PC
interaactive
shopp ping

Dirrect Markeeting Promo

otion
Direct response advertising D
Database Laayout
marketing
m
pro
ograms


I
IMC activities and costumerr timeline
B. SW
WOT(Strenggth,Weaknesss,Opportun
nity,Threats)
The SWOT analysis used to o outline gooals for youurself or you ur business, for businesss planning,,
strateegic plannin ng, competiitor evaluation, marketting, busineess and product develo opment and d
reseaarch reports. SWOT anaalysis uses SWOT
S matrix (2 into 2 matrix)
m to assess both internal
i and
d
exterrnal aspects,, especially in business and marketting plannin ng. Strength hs include all the thingss
businnessdoesbe estorbetterthanitscom mpetitorsan ndallpositiveproductfeeatureswithincontroloff
businness. Weakn nesses are factors
f are under control but for some reaso on need immprovement..
Oppo ortunitiesinccludeallfacttorsthatmaakeupther reasonforbu usinesssexistenceands setthepath h
forth
hefuture.Th hreatsinclud deallfactorsbeyondcon ntrolthatcou uldplacebusinessatriskkbycausing g
declinningrevenue esorprofits..

C. STTP(Segemen ntation,Targgeting,Positiooning)
Segmmentation iss the first process off promotion n. Segmenttation can be measurre, becausee
segmmentationisgroupinginttosomecriteeriathatcou uldbemeasu ure.Segmen ntationusuallybasedon n
thedemographicc,sociograp phic,psychog graphic,behavioral,etc.

D. 7PPsMarketing gMix
Theree is 7 charaacteristic of Marketing Mix which is; Product,, Price, Placce, Promotiion, People,,
Proceess,andPhyysicalEvidence.Focusedon3PsPeople,ProcesssandPhysiccalEvidence e.Recruiting g
theriightstaffandtrainingth hemapproprriatelyandd deliveryofseerviceisesse entialiftheo
organization n
wantts to obtain n a form off competitivve advantag ge. Consum mers make judgments
j and deliverr
perceeptions of the
t service based on the employeees they intteract with. Staff should have thee
approopriate inte erpersonal skills,
s attitud de, and serrvice knowle edge to provide the service
s thatt
consuumers are paying for. Process sttrategies, th his refers too the systeem used to o assist thee
organnization in delivering the service. Physical evvidence strattegies, where is the seervice being g
deliveered?Physiccalevidenceistheeleme entsofthesservicemixw whichallowsstheconsum meragainto o
makeejudgmentsonorganizaation.Forexaample,ifyou uwalkintor estaurantyo ourexpectattionwillhigh h
aboutthatrestau urant.

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Meth
hodology

A.ReesearchDesiggn
Thes studyaimsttobuildnew wculinarydevelopmentb businessand dsellingthebrandofMyMatewith h
IMC model. In IMC model we must have h a resullt from the survey from m observation and thee
questtionnaire thaat spread to o the respondents aroun nd Bintaro Jaaya area. To o aim the rig
ght potentiall
targeetaudiencea andexpectattioncostumeersofMyMaatewemustd determinem marketreview w,consumerr
review w,competitorreview,an ndbrandreviewofMyM MateFood&F Friends.

The qquestionnairre is divided d into two sections:

s firsst, demographic questio ons and thee total of 111
variablestomeassurethepoteentialtargetaudience,co onsumerrevview,markettreview,and dcompetitorr
review w. Consist of
o demograp phic, physiog graphic, socciographic, and pattern of use prod duct.Second d
questtionnaire is costumer aw wareness peerception ab bout caf in Jakarta and d costumer expectation n
about My Mate Caf Food & & Friends. The
T question ns are spreaad into 16 variables.
v Co
onsist of thee
uniqu ueness, foodds, drinks, prrice, service,, physical evvidence, mussic, live stagge, parking lot, hygiene,,
prommotion,Intern net,andsecu urity.

In Thhe data meaasurement usedu is LikerrtScale rang ge from 1

5 where th he 5 indicates stronglyy
impo ortant and 1
indicates strongly unimportant.
u . Pretest was
w conductted random mly to thirtyy
respo ondents in Bintaro
B Jaya area to gain feedback and revised d several quuestions to improve
i thee
validiityandthere eliabilityoft
heinstrument

B.DaataCollection n
Anum mberof250questionnaiiresweresprreadinseverralspotsinB Bintarojayaa areainMayJune2012..
Samp ples of resppondents gaathered using convenience samplling. Intervie ewed with Chef Dadaa
Hardikusumo,IntteriorDesign nerRezaPurttanto,andBrandDesignerSatrioPan nindito.

C.DaataAnalysis
Inord dertoanalyzzethedataM Ms.Excelwaasusedcomp parepercepttionandexpectation.AlssoSPSSwass
usedtoconductf factoranalyssis.Thedataalsogainedfromintervie ewedwithth hreekeyperfformances.

FindiingandDisccussion

E. SW WOTMyMateFood&Friiends
Sttrength:NewConcept,BigSpace,HugeLiveS Stage,Intern nationalSoundSystem,BigParking g
Sp pace,Reason nablePrice,AndStrateg gicArea.
W
Weakness:Pe eopleManag gement,ProffessionalService,Aware eness,AndExpensiveAp ppearance.
Opportunity:MusicCafIcon(Bintaro o),Branch/F Franchise,EvventsPerform mance,LessCompetitorr
inBintaro,and dLifeStylei nJakarta.
Th hreats:Bintaaroisgrowin ngbusinessarea,increasingnumberofrawmaterialmarkeetprice,and d
po opularityofo
othercompeetitorsinJakkarta.

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F. STP(Segmentation,Targeting,Positioning)
Segmentation: Demographic, Geographic, behavior,pattern of useproduct, sociographic, and
technographic.
Targeting:MaleandFemale,between1835yearsold,liveinaroundBintarojayaarea,collage
andschoolstudentalsofreshgraduation.Liketohangoutincafwhileenjoyinglivemusic.
Positioning:InternationalUniqueMusicBarandCafinBintaroJayaandJakarta.
G. 7PsMarketingServiceMix
Focusedon3Ps,whichisPeople,Process,andPhysicalEvidence.
Process:wellserviceandselfservice,PaymentwithBank.
People: finding people with recruitment interview for My Mate Food & Friends staff:
consultant,chef,chefassistant,barista,bartender,accountant,waiters,cashier,and,security.
PhysicalEvidence:uniquephysicalexteriorandinterior,PopArtandVintageConcept,hugelive
music,internationalsoundsystem,has2floorswithdifferentconcept.
H. MarketReview
From the market review the finding is the market condition around My Mate Food & Friends.
Located in strategic area, less competitor in Bintaro especially music caf, Bintaro is growing
businessarea,andfromthemarketconditiontherawmaterialisincreasing.
I. ConsumerReview
Fromtheresultofobservationandquestionnaire,consumerreviewispeopleinBintarohavehigh
desiretogotomusiccafandbar,averagelytheyarebetween1835yearsold.Friends,family,
andclientarepersonwhousuallygoingouttocaf,averagelytheyarespend100,000IDRuntil
300,000IDRincaf.Theyneednewexperienceinculinaryconcept(uniqueness).
J. Competitorreview
TherearemanycompetitorsforMyMateFood & FriendsinJakarta. Basedonsimilarconcept,
whichisMusiccaf,andnearestareafromMyMatethecompetitorthatMyMatechoseareDe
Hooi Caf and Eastern Promise. De Hooi caf located in Pondok Indah and Easter Promise is
locatedinKemang.
K. BrandReview
My Mate Food & friends is new concept of culinary business, new management, provide good
facilities,securedarea,andwellphysicalevidence.

L. Demographic(potentialtargetmarket)
Therespondentsgatheredareconsistinghave50%maleand50%female.50%consistbelow18years
olduntil25yearsoldandother25%is26until35yearsold.Theeducationsoftherespondentsare
high school student and S1 graduated consist of 54%. Money spend in caf is below 100.000 IDR
consist of 23% respondents and 100.000 IDR until 300.000 IDR consist 44 % of respondents. The
desirerespondentstogohangoutconsist23%gotocafand20%respondentsgoingtorestaurant,
coffee shop and house. Time visit the respondents go to caf is twice a week consists of 26%
respondents.Durationrespondentsofvisitingcafisaveragely12hours44%anduntil3hours21%
of respondents. 25% of respondents chose music to compete with other competitors. 23% of
respondents chose uniqueness for expectation of caf and bar. Happy hour, bonus packs, discount
creditandmembercardarethepromotiontherespondentschose,consist22%ofhappyhour,21%
bonus packs, and each 20% chose member card and discount credit. The last finding is of 250
respondentstheyarelikemusicbutthebiggestrespondentsconsist21%choserockmusic.

M. ComparationofConsumerPerseptionWithConsumerExpectation.
Each consumer has different expectations about My Mate Food & Friends. The same thing
happened on the perception of the other cafes in Jakarta. Expectations and perceptions of
consumers divided into 16 attributes are considered important. The percentage level is the
achievement of an assessment of the suitability of the company's performance against the
expectationsofrespondents.Scoretheusefulnessofvaluebelow100%indicatesthatexpectations
about the attributes of the respondents was higher than the perceptions of respondents on the
factualcircumstances.Suitabilityscoreisaresultoftheaveragevalueoftheaverageperceptionand

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expectationsof250respondents.Basedontheanalysisofthe16attributesbetweenperceptionsand
expectations produced an average of 91.09% compliance rate. It means that the level of client
satisfaction is below average is the attribute 3 (Suitability Concept), attribute 4 (Uniqueness caf),
attribute 5 (Food quality), attribute 10 (parking facilities), attribute 11 (Music) by, attributes 12
(Feasibilityprices),attribute14(Security),andattribute16(LiveMusic).

N. FactorAnalysis:ComparationofConsumerPerseptionWithConsumerExpectation.
Fromtheaveragevalueofconsumerperceptionsandexpectationswillbemappedthatconsistsof
fourquadrants,thequadrantsA,B,C,D.AttributesthatlocatedinquadrantAmeansthatclientsare
notsatisfiedbecausecompanyperformanceprovidedbythecafeinJakartahasnotbeencarriedout
inaccordancewiththewishesoftheclient,becausetheexpectationsforMyMateFood&Friends
clientshigh,whichmeansconsideredimportantbytheclient.AttributethatislocatedinquadrantA
areasfollows:

1. SuitabilityConcept(Attribute3)
2. Uniqueness.(Attribute4)
3. FoodQuality.(Attribute5)
4. ParkingSpace.(Attribute10)
5. Music.(Attribute11)
6. Price.(Attribute12)
7. Security.(Attribute14)
8. Livemusic.(Attribute16)

Attributes that are located in kuardan B means the attribute was after with the expectations and
perceptions of consumers. In other words, over half of the analyzed attribute has been satisfying
clients.SomeattributesarelocatedinquadrantBis:

1. Conceptcafe(Attribute1)
2. StrategicAreaCafe(Attribute2)
3. Service&management.(Attribute7)
4. Internet.(Attribute8)
5. PhysicalEvidence.(Attribute9)
6. Promotion.(Attribute13)
7. Hygiene.(Attribute15)

Theelementthatconsumerconsiderednotimportantandordinaryacceptedbyconsumerandnot
priority performance in cafs in Jakarta, shows in quadrant C. but based on analysis there is not
attribute in this quadrant. We can say that from all attributes that analyse, there are not
disappointedandconsumerissatisfied.

Attributes are located in quadrant D means the consumer perception of the cafes in Jakarta, but
expectationsaremetonMyMateFood&Friendsisstilllow.AttributeslocatedinquadrantDisthe
QualityBeverages(Attribute6).Thissuggeststhatconsumerexpectationsofqualitybeveragesat
Food&FriendsMyMateislow,buttheexperiencethatconsumersreceivethequalityofdrinksat
anothercafeinJakartahasbeensatisfactory.TheselowexpectationsbecauseofMyMateFood&
Friendsstillonprogressandhasnotoperateyet.

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O. FiguresandTables

Table4.1.TingkatKesesuaianAntaraPersepsidanEkspektasi

Perceptio Expectati Suitab
N
Attribute n on le
o
average Average Level
1 Conceptcaf 3,57 3,86 92,54%
Strategic
2 3,92 3,85 101,87%
Area
Suitability
3 3,29 3,86 85,18%
Concept
4 Uniqueness 3,25 3,87 84,07%
5 FoodQuality 3,34 3,85 86,71%
Drink
6 3,96 3,58 110,73%
Quality
Service
7 &Manageme 3,95 3,85 102,60%
nt
8 Internet 3,88 3,86 100,52%
Physical
9 3,83 3,85 99,48%
Evidence
Parking
10 3,11 3,86 80,52%
Space
11 Music 3,23 3,86 83,71%
12 Price 2,70 3,89 69,37%
13 Promotion 3,70 3,86 95,85%
14 Security 3,32 3,86 86,01%
15 Hygiene 3,70 3,86 95,76%
16 Livemusic 3,18 3,86 82,49%
Average 3,50 3,84 91,09%

Based on the analysis of perceptions and expectations of the 16 attributes are analyzed, it can
produceanaveragecompliancelevel,whichamountedto91.09%.Theamountoftheaveragevalue
ofthisattributeasmuchas8tobeanalyzedarenotsatisfiedbecausethevalueofsuitabilityisbelow
averagevaluecompliance.

Conclusion

Based on the data analysis in previous chapter, there areseveralsummary ofthis research,which
canbeseenbelow:

From respondents data research we can see 16 variable that determine some strategy for My
Mate Food & Friends, there are three element survey to determine the strategy for My Mate
Food & Friends which is potential target market, costumer perception about caf in Jakarta &
expectation about My Mate food & Friends, and field observation. These three elements of
surveywecanmakestrategybasedonIntegratedMarketingCommunication.
RespondentsexpectationofthedrinkqualityfromMyMateFood&Friendislowerthanthetotal
average expectation, but they still satisfied by the drink served by cafs in Jakarta. The Drink
QualityattributeisinquadrantDshowsit.
Respondents opinions about prices in cafs in Jakarta are still over price, but they expect the
price in My Made Food & Friendsis affordable. Itsshown by theaverageperceptionof price is

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lowerthanthetotalaverageperceptionandtheaverageexpectationofpriceishigherthanthe
totalaverageexpectation.SoitmadethisattributeincludedinthequadrantA.

My Mate has the unique proposition that other competitors dont have. For example the live
stage, the concept between vintage and pop art. Giving reasonable price for costumer, big
parking lot, and My Mate is not just a bar, but it is place for people who want to enjoy the
ambientofnewexperienceofculinary.

Firstthingtosetstrategyisdeterminepotentialtargetaudiencewedividedintosegmentation
Demographic:1835yearsold,costumerfromBintaroandnearBintaro,andstudents.
Physiographic:Lifestyle,Trend,LiveMusiclovers,newexperience.
Sociographic:costumerhavehighdesiretogotocaf,theyareusuallygoingwithfriends,family
andclient.
Technographic:Internetimportantelementincaf,costumersissocialmediausers.
Pattern of product use: average costumer time visit is 2 times/week; duration visiting caf
averagelyis12hours.
MyMateBrandSoul:Newexperience,livestyle,music,bedifferent,unique,friendly,valuefor
money,eat,drinkandfun.
MyMateSellingIdea:Food&FriendsmeansinMyMatetheyhavegoodqualityforfood,and
friendsinterpretedthatnotonlythefoodMyMatesellbutthepointisenjoythenewexperience
withfriendswhileenjoyingmusic,drinks,spaceandthephysicalevidencealso.
Message:messagecontentWhereeat&funareexisted!thismessagederivedfromtheselling
ideatogainconsumermindedforMyMate.Messagecontextishowtohowtodelivermessages
to the right costumer contact point with social media, personal selling, direct marketing, and
publicrelation.
Contact Point: develop costumer awareness based on the survey is 18 35 years old, social
media, (BBM, Path, etc.), music event, music store is used to gain the relevant contact point
between1835yearsold.
MarketingMixCommunication:
Sales Promotion: Voucher, Discount, membership, priceoff, bonus packs, sampling, and
membership.
PersonalSelling:WordofMouth
Advertising:makecommercialonmagazine&radio
PublicRelation:tomakerelationtonewcostumerandmaintainregularcostumer
DirectMarketing:Directmailtocostumer,personalselling,directsalesinwebpage
Digitalselling(socialmedia:twitter,facebook,websitewww.itsmymate.com)

Recommedation

Basedontheconclusionsandthefindingsfromtheresearch,therearesomerecommendationare
createdinordertogainingawarenessforMyMateFood&Friends.Therecommendationsare:
a. Management(service)
That well management will gain new costumers to come again and make them become loyal
costumerinMyMateFood&Friends.Forexamplethemanagementfortheserviceandbandin
MyMate,itmustbewellmanagefromtheinsideMyMate.Quickserviceandbeattentionwith
the quality, improvement service by providing labor compatible, interactive, and professional.
How can the provision of feedback from management to employees, employees with
management,andreceivefeedbackfromthecostumerwhocame.Welcomegreetingswaiters,
waitersshould eactiveand communicative, give complimentoraddedvaluetocostumersand
alsomakeanattractivefoodmenudisplayforthebandwhowantstoperformatMyMateshould
be well manage. With IMC My Mate will make well management from marketing direction to
make communication objective for My Mate Food & Friends Management. For example make

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araahmanandH
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ment,Vol.2,Noo.1,2013:5665

interview, traaining, and direct praactical train ningemploym ments, to make costu umer moree
coomfortablew whentheyarregoingtoM MyMateFoo od&Friends..

b. PrromotionalP Program
Frrom the con nclusion thatt we known n that people in Bintaro o like to havve happy ho
our, and thee
haappyhourm mustbewhen nrushhourb begun.Soth herewillbem manypeopleewhocametoMyMatee
en njoytheirhappyhourtorefreshinga afterwork.It
tsaround6PMuntil9P PM.Furtherm morepeoplee
likke to have member
m cardd for My Maate and discount voucheer. For exam mple, get benefits in Myy
MateFood&Friends,getdiscountvoucherorbeaVIPguestsstohaveVIP PareainMyMate.Make e
an nattractiveddiscountvou ucher;discou untvoucherisobtainablefromthec cooperationofMyMate e
Fo ood & Friends with certtain parties,, where My Mate Food & Friends can attract a particularr
coostumertob betargetpottentialornew wcostumerforMyMate eFood&Friends.Forexxamplebankk
coostumers, orr employeess companiess nearby. Th his recomme endation is supported by
b results off
reesearch, wheere most costumers who come to caf c are aro
ound rush ho our. Make fllyers to and
d
distributearou undBintaroJaya.Makesomeinterestingeventss,forexamplemusicfesttivalforlocall
baands.

c. Ph hysicalEvideence
Fo orthephysiccalevidenceeofMyMateemustbeattractivefro omoutsideo orfrominsidde,MyMate e
shhouldbeaniiconinBintaaro,thereco ommendationforthephysicaleviden nceismakeMyMateass
coomfortablea asitcould.A
Alsothesignaage,layout,ambience,a andtoiletmu ustbewelld
design,itwilll
m
makecostumeercomforta andawareoffMyMateFo ood&Friend ds.

d. Prroduct
Th heproductt thewriterrecommendsisthebeveraagemenu,b becauseasw wecanseein ntheresultss
offthedataoffthequestio onnairepeop plenothaveehighexpectationabouttdrinksqualitybecausee
thhey are satissfied with other
o caf beverage
b meenu and quaality, the reecommendattion for thee
beeveragesmeenuforMyM MateFood& &Friendsisoffermanybeveragesm menuforcosstumerwith h
reeasonableprice.Soconsumerwillno oticethatMyyMateFood d&Friendsp provideBeveeragesMenu u
an nddrinksquaalitylikeothercafinJakartawithreeasonableprrice.

APPE
ENDIX

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Perception Expectation
No. Attribute
Average Average
1 Concept caf 3.57 3.86
2
Strategic area
3.92 3.85
caf
Suitability
3 3.29 3.86
Concept
4 Uniqueness 3.25 3.87

5 Food Quality 3.34 3.85

6 Drink Quality 3.96 3.58

Service &
7
management
3.95 3.85
8 Internet 3.88 3.86
Physical
9 3.83 3.85
Evidence

10 Parking Space 3.11 3.86

11 Music 3.23 3.86

12 Price 2.70 3.89

13 Promotion 3.70 3.86

14 Security 3.32 3.86

15 Hygiene 3.70 3.86

16 Live music 3.18 3.86

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