Compete in the Crowded Coffee Bean Market with Market Insight and Go-to-market Strategies

The coffee industry is an industry with great potential. It is not only an important part of the national economy but also of Indonesian culture, making coffee a popular beverage across various segments. According to the latest data, domestic coffee consumption continues to grow, supported by the increasing popularity of modern coffee shops, packaged coffee products, and urban lifestyles that incorporate coffee into daily life. There is a significant demand for roasted coffee compared to instant coffee. This indicates that the market condition in Indonesia prefers coffee of premium quality.

The Story

The coffee bean market has the opportunity to be marketed not only in the domestic market but also to take advantage of opportunities in the global market. However, there are challenges in accessing certain markets, including strict quality standards, certification requirements, and competition from other coffee-producing countries. A brand new coffee bean supplier wants to launch products in the Indonesia market but struggle to create effective go-to-market strategies to differentiate from other competitors in the crowd market. So, they contacted Monica & Co Business Advisory to seek advice regarding coffee bean market conditions in Indonesia and go-to-market strategy for them to compete with other existing brands.

To solve this problem, Monica & Co Business Advisory tries to structure the business problem and decide market research objectives in order to solve this problem. Not only that, but we also did a thorough analysis, such as market analysis, consumer analysis, and competitor analysis. Market analysis provides an overview of how the coffee bean market in Indonesia works, market size, market segmentation, market trend, estimated revenue that can be obtained by a brand-new coffee bean supplier, as well as the challenges and opportunities that exist. Consumer analysis provides an overview (demography and psychography) of a coffee bean customer's targets, pain points, and their needs. Meanwhile, competitor analysis provides an overview of competitor products, services, and their marketing strategy.

Our Approach

From our analysis, we find out that total profit from the coffee bean industry in Indonesia in 2025 is projected to be USD 316.30 million with an annual growth projection of 10.48% for 2025-2029. In 2024, the total profit from the coffee industry, both from instant coffee and roasted coffee in Indonesia, was USD 11.06 billion. Meanwhile, In 2024, offline coffee bean sales in Indonesia dominated with a percentage of 89.9%. This figure is significantly higher compared to online coffee bean sales, which only accounted for 10.1%.

From our analysis, Monica & Co Business Advisory give some go-to-market strategy recommendations for a brand-new coffee bean supplier to launch their products successfully and raise their brand awareness for potential new customers. Here are some go-to-market strategies that we give for them:

1. Strengthening the brand value to become an educational brand. A brand-new coffee bean supplier can create marketing content about education on type of coffee bean, coffee bean selection, coffee brewing methods, as well as other supporting content that reflects the brand's value as an educational brand. By demonstrating this value, the brand can gain customer trust and have a positive effect on increasing sales.

2. Presenting marketing content with storytelling and soft selling. For storytelling, they can explain the process experienced from the farmers' side to the production of coffee beans that can be consumed by consumers. This provides uniqueness and a personal touch that each coffee product produced is a dedication from farmers who are always striving to provide the best quality to consumers.

3. Creating attractive packaging. Attractive packaging helps to grab consumers' attention. Some information that should be included on the packaging includes product details (blends, type of coffee beans, moisture) and brewing or processing methods.

After gaining important cybersecurity market insight and effective marketing strategy recommendations from Monica & Co Business Advisory, a cybersecurity company has already improved its company website in terms of appearance. With our marketing strategies recommendation, they hope they can boost their brand awareness and can compete with other competitors in the Indonesian tight market.

The Impact

*We take our clients' confidentiality seriously. While we've changed their names, the results are real

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