Continuing Part 1
Unlike the J.CO which is the product of a major industrial, product Blenger Burger comes from cottage industry. The owner of Blenger Burger, Erik Kadarman Subarna, first sell products Blenger Burger at a small roadside shop. Blenger Burger until now has thousands of customers, may be caused by a different taste of burger than the other burgers from a fast food restaurant. Blenger Burger serves a burger with a grilled beef. According from the owner, Grilled Burger are still rarely found in Jakarta, this is why Blenger Burger attract many customers. The meat that Blenger Burger use is the meat with the quality FQ 90, that means the meat containing 90 percent meat and only 10 percent fat. This meat smeared with barbecue sauce when baked utilization spices native to Indonesia and after cooking, the meat is placed on the bread with extra lettuce and Kyuri (Japanese cucumber) are believed to have better taste that plain cucumber.
If J.CO manufacturers using media assistance-either mass media or the electronic media to promote their products, manufacturers Blenger Burger has two convenient shop locations, the first at Kebayoran, South Jakarta that close to schools and shopping centers, the second one at Bintaro, South West Jakarta that close to elite residential neighborhood. They use this strategy as a strategy appropriate value for the cottage industry.
From that two places, everyday a lot of people milling around. By looking at the stalls repeatedly, the human brain subconsciously will be tempted to try the product that they saw. Then if we explored further, initially from a person who tried the product, little did they know who enjoy it for reasons of curiosity.
The target markets and products of J.CO and Blenger Burger are mostly young people, around 13-30 years old. The reason I put it in age range because is due to the fact it's in accordance with composition of the population of Indonesia with more young people than old generations. In addition, I set the age limit from 13 years old because at that age a child is able to determine what items will be next to consume without parental intervention.
Market targeting at young people that J.CO manufacturers do and Blenger Burger, I see as the right target market. Those who in that category are usually very easy to absorb new cultural phenomena associated with globalization. They didn't hesitate to follow what is becoming a trend at this point, including the food. J.CO and Blenger Burger manufacturers use the media as a place to promote their products.
This makes young people who watched television and also read interesting review about the product advantages J.CO, will be tempted to try the products. In addition to marketing products through media outlets J.CO location is in a Shopping centre that young people frequented visit.
There is not much different from J.CO producers, Blenger Burger manufacturers started his business in shop where is the places of young people gather, because at that area there are many clothing shop and food stalls that young people likes.
I cites the notion of Blenger burger producer, Erik Kadarman Subarna, "When there is young people hanging out, that definitely the food that we sell there will be crowded by people." He get inspired by the burger and hot dog stalls in other country that located in public areas like in a park or highways. In fact a strategic location where the J.CO and Blenger Burger's sell their product that frequented visit by young people, has become one of the reasons why cultural products drag enormous consumer.
With the strategic location, J.CO and Blenger Burger products becoming known by a lot of people. Starting from young people hang out at the "it" place until finally young people that never been to that place also want to try the famous J.CO and Blenger burger's product. Until all that product are well-known, what will is young people tastes are the same. Like MacDonald opinion, mass culture became a threat because of the nature of homogeneous, the capacity from reducing any culture, and will create it again with his own imagery.
I indicated there are some similarity with J.CO and Blenger Burger product that young people like, and starting to become a homogenous mass culture.
At everyone's taste are the same, it's occurred a very long queue of buyers at J.CO or Blenger Burger's stores.
I notes that long queue at J.CO and Blenger Burger's stores gives psychological impact for consumers or potential consumers of that products. For prospective customers, the long queues in front of the store will cause a sense of curiosity for those who see it. Although they initially considered sill people willing to queue for ages to get a donut and burger, in their minds has occured enormous curiosity plus with the assumption that if the food booth is crowded by people, it must be sells a food with a good taste.
For the consumers of J.CO of Blenger Burger, a long queue is a challenge that must be faced. When these challenged can be overcome, with a very great satisfaction that they get. This is what happens to the consumer of J.CO or Blenger Burgers, they like to be challenged for long queue to get a donut or burger from there. When they've gotten the product in their hands, they will feel that the product they just get is a a very good product. This is caused by the effort that they have spend to get the product.
Besides to it's strategic location, J.CO and Blenger Burger manufacturers with the intent to following the consumption patterns of young people that are very affected globalization. Although the Indonesian people generally consume rice as a carbohydrate needs, young people begin to look away from eating rice. They instead ate bread and cheese, better known as the food consumed globally. Food trends in eating bread and cheese I think will continue in the future with the fact that the Indonesian people-especially young people still continue to adopt the consumption patterns from western culture. In this case, without a doubt made J.CO and Blenger Burger be very appropriate to the representation of young people prefer food which is bread and cheese.
Besides from the store site selection and follow the trend of the consumption patterns of young people, producers of J.CO and Blenger Burger also make customers interest in purchasing the product by creating a catchy product naming. For example, J.CO products that have names like Al Capone were coated in white chocolate topped with crunchy sliced almonds nut, Cheese Me Up with a layer of melted cheese on top of that has a salty taste that lures, or Coco Loco with best chocolate layer. Although the name of Blenger Burger's products not as unique as the name of J.CO's product, but I also see there is some innovation from the name of Blenger Burger's product. For example the Grilled Burger, Cheesy Dog that using smoke-scented beef frank. Generally it still rare the varieties of burgers with the grilled meat, but it is also rarely for a hot dog that use bacon. These are the things that make Blenger Burger's product looks catchy for it's customers.
Naming a catchy product it also make me consider to be one of the powerful strategies to attract consumers because it can provide a certain associations on consumers. Such as J.CO's product named Alcapone. Although someone has never taste Alcapone Donuts, the person has to have associations about Alcapone names in his mind, that is the name of the mafia in the films, but this will not be a problem because it directly to the person has felt familiar with the name until their desire to try the donuts is big and the people who definitely have felt 'close' with that name.
By Robin.
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