1. 10 STEPS MARKETING
PLAN FOR
J.CO DONUTS
CHANNE DE LUMEN
18 NOVEMBER 2012

2. DISCLAIMER:
This 10 step Marketing Plan is part of the mandatory
requirements of Prof.
De Ungria’s Marketing Management class. The data
included in this report
are based on publicly available data such as those on
internet websites, news,
package declarations, public reports. When appropriate
data are “masked” so
as not to create unexpected conflicts
The reports are posted and linked on slideshare, blogs,
and facebook so that
there is easier sharing among students from different
marketing class.

3. STEPS 1 TO 5: “SHARING THE J.CO WAY”
1. J.CO donuts PTM are kids, teenagers to business
people.
2. Mixed flavors of donuts for kids, teenagers or young
professionals to enjoy while catching up with some
friends or just unwinding from the busy work
schedule.
3. They have the option to choose Krispy Kreme or
Dunkin Donuts.
4. Elegant type of donut with a ,medium price.
5. Within a short span of 4years, J.CO has grown to 73
outlets in 15 cities in Indonesia. It recently began its
foray into Malaysia, Singapore and in the Philippines
they already opened three(3) branches and there
would be two(2) more branches that will opened

4. STEPS 6 TO 10: “SHARING THE J.CO WAY”
6. Freshly made donuts with quirky flavor names such
as Al Capone, Heaven Berry, and Oreology just to
name a few.
7. J.CO donuts is priced at P42.00 per piece but if you
buy by a dozen then it would only cost roughly at
P26.00 per piece.
8. Uses Billboards, Internet, events, experience and
word of mouth for promotion.
9. Found in South-East Asian countries such as
Indonesia, Malaysia, Singapore and Philippines.
10. “ Sharing the J.CO way” – innovation of mixed
flavored Donuts, that looks elegant with an
affordable price.

5. 1. J.CO PRIMARY TARGET MARKET (PTM) ARE
KIDS, TEENAGERS TO BUSINESS PEOPLE:
o Demographics:
• from age 4 and UP, for kids who can already enjoy
donuts to business people as long as they are not
prohibited by their medical conditions.
• Class A,B and C
o People who have sweet-tooth, sucker for sweets
o For people who wants to relax and chit-chat with
friends or unwinding after a days’ work.

6. 2a. FOR KIDS, TEENAGERS OR BUSINESS PEOPLE
WHO WANTS TO ENJOY OR UNWIND:
I want to share with friends
I want to be full and satisfied

7. 2b. J.CO PRIMARY TARGET MARKET (PTM)
NEEDS, WANTS AND DEMANDS :
o Needs:
• J.CO is not “just” a donut but also something that
will make you satisfy your hunger and cravings.
o Wants:
• It’s cool to hang out in J.CO with the very young
and artistic vibe in their stores plus the free Wi-Fi
while enjoying their gourmet donuts.
o Demands:
• Kids, teenagers and business people demands a
relaxing time to just enjoy good foods with good
friends.

8. 3a. J.CO COMPETITORS:
o Direct:
• Krispy Kreme (originated in Nashville, Tennessee,
Unites States), Dunkin Donuts (American global
doughnut company based in Canton,
Massachusetts).
o Indirect
• Other coffee shops and bake shops.
o Variables:
• Competitive price, age, lifestyle, variety of donuts,
good ambiance, also offers variety of coffees and
yogurt.

9. 3b. J.CO COMPETITIVE POSITION MAP:

10. 3c. J.CO UNIQUE COMPETITIVE MAP:
FUNCTION J.CO KRISPY DUNKIN
AL DONUTS KREME DONUTS
BENEFITS
Great taste
Suits to wide
range of
taste/appetite
Affordability
Teen and yuppies
niche market
Attractive
presentation

11. 4. J.CO POSITION IN THE MARKET- ELEGANT
DONUT WITH MEDIUM PRICE:
o J.CO positions itself to be that “Elegant donut with a
medium price.”
o It serves the ABC market to be satisfied with a quality
donut that tastes even better than it’s competitor who
has been in the market for a much longer time.
o Strategic location in major malls in the Metro.