Main Problem

It is indispensable for Aegis

Coffee to understand their
segmentation, target market,
positioning and unique selling
proposition (USP) of the product.
Since established in November
2016, Aegis stated that they are
still not sure about their STP and
USP.
Besides, Aegis needs to
maximize their marketing activity
through “new media”, such as
social media and internet (e.g.
website). As far as we can see,
Aegis only use Instagram as their
social media base, however in this
globally era (considering their
potential customer also) social
media and internet could possibly
boost the brand awareness of
Aegis and increase their sales.
 • According to our
research, we can see
that the important
things to be considered
by customer in
choosing their
favourite coffee shop
are: comfort and clean,
the quality of products,
wi-fi access, affordable
price, and convenient
location.
• It be seen as a Key
Success Factor of
coffee shop that Aegis
Based on our research
should implement.
that held in Yogyakarta,
most of people access the
information (as a
preference in choosing the
coffee shop) from their
peers or relatives (word-
of-mouth). Besides, they
using social media, such as
Instagram, Twitter and
Facebook as their primary
source on searching the
right place to hang out.
Thus, we recommend
Aegis Coffee to boost their
marketing activity through
cyber marketing and social
media.
 It can be seen that less
than 50% of our
respondents does not
aware about the
existence of Aegis
Coffee. It means that
Aegis need to increase
their brand awareness.

• We create a website for Aegis

coffee to boost their brand
awareness. This website consist
about the information about
Aegis such as the address, menu,
location and etc.
• We also create another social
media platform which is Twitter
that can used by Aegis
management.

• In instagram, #aegisbuddies is the hashtag

that can boost their social media engagement.
It is already applied by their management and
need more widespread in the future.
• We highly recommend Aegis management to
use “sponsored” by Instagram to maximize
this cyber marketing program.
 Advisor :
Bayu Sutikno, S.E., Cand.Merc., Ph.D.

Member:
- Fitri Karunia (71/421742)
- Jonathan Lampatar Siregar (71/421761)
- Sri Mona Nurhastuti (71/421809)
-Yusuf Syafiyudin Marna (71/421834)