Brand Engineering for Ferment Nation ID’s Hakko Kombucha Based on Portfolio Analysis of Boston Consulting Group Matrix

Abstract

Brand has been a salient discipline to prevail a product/service in the growing industries, predominantly the one having greater share in market. This work identified the portfolio of a start-up business company – Ferment Nation ID, operating in West Java and Jakarta. Portfolio analysis was conducted using BCG Matrix and revealed that the company was lack of investment utilization. Thus, a simulation was conducted for the next period to identify its business units’ potency based on data obtained through interview. “Hakko” kombucha was identified as “Star”, while kefir mask and ice were “Question marks”. Branding strategy was developed for FNID’s kombucha using Customer Experience Management Framework. Questionnaires were spread to confirm the attributes and motives affecting consumer acceptance, which were foods promoting better digestion (43%) and immune system (43%) without preservatives (38%) and could help maintaining health (67%). This study identified the retail brand aspect and social environment in experiential world analysis. Company performed well for brand-related attributes (37% very well) and had relatively good company-customer relation (37% very well), concluding that the company has to focus more on customer-customer relation. The experiential world should be established on offline (salesperson, booth design, channel, activity) and online (social media and blog) platform.