J.CO DONUTS & COFFEE FINAL PAPER

Far Eastern University

Institute of Accounts Business and Finance

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PART 1

OVERVIEW: INTERNET PROPERTIES & MARKETING IMPLICATIONS

Website Analysis

The main website of J.CO Donuts could be accessed through its URL

http://www.jcodonuts.com/ . Located at the upper side of the page, after the search bar, is the

tool bar that will inform you that the page is in Indonesian language and will ask if you would

like to translate it. J.CO’s Italian Cappuccino Nut will appear as the website loads

accompanied by a sound as if someone is sipping the coffee. On the left corner of the website

are the pictures such as the donut, coffee, sandwich, three small donuts, frozen yogurt and

then lastly are the dots.



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An automatic tool bar that contains different list of languages will appear when you choose to

click Translate. Once you click any language, then the content language will automatically change.

Then the Café Avocado will be displayed after the website loads.

Once you click the donut picture at the left corner, this will shows the different J.CO Donuts

on the right side. You just have to click the picture to be able to view it bigger and to know the

different products.



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Once you click the coffee picture at the left corner, this will show different unique Italian

coffee blends on the right side - three different varieties such as the Cappuccino & Latte, Chocolate

and delights on the right side. You just have to click the picture to be able to view it bigger and to

know the different products.

Once you click the sandwich picture at the left corner, this will show different mouthwatering

donut sandwich selections on the right side. You just have to click the picture to be able to view it

bigger and to know the different products.



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Once you click the three small donuts picture at the left corner, this will show the baby

donuts of J.CO on the right side. You just have to click the picture to be able to view it bigger and to

know the different products.

Once you click the frozen yogurt picture at the left corner, and on the right side will show

what kind of order you may have for their frozen yogurt – sharing or couple. You just have to click

the picture to be able to view it bigger and to know the different products.



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Lastly, once you click the differentiated colored dots at the bottom of the left corner, this will

show or lead you to its different features such as Promo, Community, Press Room, Careers,

Locations, Contact Us and Franchise. Once you click the images corresponding to each feature, it will

then lead you to different information about J.CO.

Promo

Community



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Press Room

Careers



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Franchise



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Website Properties

The following are the website properties of J.CO Donuts:

IP Address: 182.253.220.3

IP Location: Jakarta City, Jakarta Raya, Indonesia

IP Reverse DNS (Host): johnnyandrean.com

IP Owner: Biznet Networks

Owner IP Range: 182.253.0.0 - 182.253.255.255

Owner Address: Biznet Networks, Midplaza 2, 8Th Floor, Jl. Jend Sudirman Kav 10-11,

Jakarta 10220

Owner Country: Indonesia

Owner Phone: +62-21-57998888, +62-21-570-8888, + 62-21-570-0580

Owner Website: www.biz.net.id, www.apjii.or.id

Owner CIDR: 182.253.0.0/16

Sources:

http://myip.ms/info/whois/182.253.220.3



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Website Design and Other Usability Features

J.CO’s website layout is center-aligned thus making its interface having more white

spaces. According to sixrevisions.com, good use of white space helps readers scan pages and

information to pick up the most important key points. Internet users don’t read, they scan.

This just means there’s a lot more scanning going on than there is reading word for word.

J.CO’s website design is simple by just having the logo of J.CO, having its signature

color of orange & brown at the upper left side corner and then the logo or pictures of a:

donut, coffee, sandwich, three small donuts, frozen yogurt and the different colored dots.

J.CO’s website showcases their products from donuts to yogurts. The website uses bright

colored pictures that are pleasing to the visitors’ eyes. To be able to navigate the website, you

must click the said pictures to view its different features or content.



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Multimedia and Interactive Features

J.CO’s website has buttons at the lower right corner that will lead you to their

interactive features such as Facebook page and twitter account.

J.CO uses two online social media sites to advertise their products, to reach out their

customers more and as wells as to create brand community

Facebook page: https://www.facebook.com/J.COPhils



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Twitter: https://twitter.com/JCOPhilippines1



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PART 2

BENEFIT, COST & VALUE CREATION – THE MARKETING MIX

Creating a Positive Customer Experience

J.CO website’s purpose is to educate and provides information to its customers about

its products. The website creates positive customer experience through advertising their

distinct products they offer in response to their customers’ needs and taste. To put a twist in

the company’s website the developer use a twist of an animated type of navigation in the

website where the visitors are experiencing a slideshow like page as they click a specific

button in the site. J.CO has also its different social networking sites like Facebook and

Twitter to be able to connect or engage more to everyone.

Benefit, Cost & Value Creation

“Sharing the J.CO Way”

J.CO Donuts is an international premium Donuts and Coffee brand which offers

unique and original mixed flavors of donuts and beverages to people unlike they’ve ever

tasted before. J.CO aims to provide an enjoyable place, sprinkling unique and delightful

products to its value customers. With passion, energy and commitment, J.CO adheres to give

satisfaction through providing premium quality doughnuts and coffee. J.CO Donuts develops

a website to provide good information that can be easily understand by the customers.



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Internet Marketing Mix

Customer. People nowadays are looking for foods that are something new that can satisfy

their cravings without being conscious on their health. J.CO Donuts is currently serving its

customers a less sweet donut with soft, thin and chewy bread. The size of each doughnut is

perfectly enough. It’s worth the pay since it’s delicious, not too oily and its taste is not as

sweet as other donuts.

Convenience. J.CO Donuts provides its complete list of their product selections on its

website making the visitor of the page or the customers to really see and be aware what the

product looks like.

Examples are:

J.CO’s Alcapone

J.CO’s Sandwich Selections



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Customer Cost. Here in the Philippines, customer will cost for about P42.00 per donut.

Customers will able to get much better bargain if they will going to buy half dozen at only

P230.00 or a dozen at P350.00. Two dozen cost P550.00. Aside from the donuts, there were

also different promos for other variety of products.

Communications. J.CO Donuts wants to keep an intact relationship with their customers.

That is why they created ways to really reach out for them. They have created their Facebook

and Twitter accounts and of course their website. This is for them to receive different

suggestions, comments or questions from their customers that will help them to improve their

products or service. And also, these are created to advertise their offerings. Through social

media, J.CO can easily promote their current and new products.



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Customer Relationship Management Features

In its first year of operation, J.CO Donuts & Coffee was awarded "Marketing Award"

as the brand with the best product innovation. Following this award, J.CO won "Best Donut

2006" by FREE Magazine at the end of 2006.

In early 2008, J.CO Donuts & Coffee received the award "The Integrated Marketing

Strategy Champion 2008" by SWA business magazine and MarkPlus Co.

Since its establishment, J.CO has already won many awards.

Aside from having Facebook page and Twitter for the customers to post and tweet

their concerns, J.CO’s website also contains a feature where customers can contact them by

just entering their full name, e-mail address and their messages for J.CO.

Also, the website contains a feature where customers who are interested to franchise

J.CO can easily get into touch with them by just entering their full name, e-mail

address, request country and their message.



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PART 3

CONSUMER CHARACTERISTICS & BRANDING STRATEGY

Branding and Consistency Online/Offline Branding

Peacock on J.CO Donuts logo represents their corporate Vision & Mission

Company Mission

To provide premium quality donuts & coffee

To encourage people to attain their dreams

To put customers as our first priority

To commit ourselves in giving excellent service sincerely

To make a difference in our community

To provide perfect locations for hanging out

To treat each other with respect and dignity

Company Vision

To establish J.CO Donuts & Coffee as the foremost International Premium Donuts and

Coffee brand

To be the trend-setting lifestyle in the Donuts & Coffee industry

To be the right company for the right people who want to achieve their dream

J.CO Donuts & Coffee was founded on June 2006. In just 7 years of operation, it was

able to branch-out to its neighboring Asian countries. J.CO aims to create an image of

providing people wide varieties of donut and coffee flavors far from usual. They also see

to it that their products are of high quality and made from imported ingredients such as

Belgian Chocolates, Californian Almonds, Japanese Matcha Green Tea and Italian

Roasted Coffee. Consumers perceive J.CO as one of the best donut brand in the market.



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Online Branding Strategy

a. Website

J.CO Donuts & Coffee has its official website. The official J.CO page indicated on

their packaging, www.jcodonuts.com, which is more of an Advertising Site defined as a site

with the purpose of advertising or just providing information’s about their products. This site

only enables online transactions for such sales in Indonesia.

b. Blogs

There are lots of blogs featuring the products and the different experiences with J.CO

Donuts. Some of the blogs that featured J.CO Donuts are:

o http://gencified.blogspot.com/2012/09/jco-donuts-review.html



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o http://chiksilog.com/post/33767306024/j-co-donuts-and-coffee-in-trinoma

o http://eyesonmanila.blogspot.com/2013/04/jco-donuts-my-kind-of-

donuts.html



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o http://tetadventurer.blogspot.com/2012/12/jco-donuts.html

c. Social Media Channels

Apart from the said official sites, J.CO also maximized the use of the social media

platforms in promoting their products. The company is enjoying the wide scale use of the

social or interactive media platforms which is evident through the presence of their brand

community on Facebook and Twitter.



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Offline Branding

a. Word-Of-Mouth

Word-of-mouth communication (WOM) involves the passing of information

between a non-commercial communicator (i.e. someone who is not rewarded)

and a receiver concerning a brand, a product, or a service. (wikipedia.org)

People who already tried J.CO’s products recommend or spread words about

their experienced in J.CO.

b. Wall Advertisement

The J.CO advertisements were posted in public places such as malls and

terminal stations.



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Environmental, Situational, and Personal Factors Affecting Users

Environmental Factors

People nowadays are much more aware of different issues regarding food preparations that

could bring sudden sickness in human health that are present in the environment. Many

environmental cues influence food choice and intake, although consumers may not be aware

of their effects. Examples of environmental influences include portion size, serving aids, food

variety, and ambient characteristics.

Situational Factors

Consumers Social Situation

Consumers may not be able to buy J.CO’s products because of their income. They

may not be able to prioritize buying some because they just want to wisely spend

their money on their major needs.

Time Situation

The time availability of the consumers may affect their buying behavior. The more

they are busy, the less likely they could buy from J.CO. The people who are busy on

their works would just prefer to buy foods from fast food chains rather than visiting

stores like J.CO.

Personal Factors

People’s different lifestyles and the choice of food might affect their behavior towards

buying. Each individual has its own choice of what to eat and what should not eat.



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Markets Segments Served

Primary Target Market

The Primary Target Market of J.CO Donuts & Coffee are kids, teenagers, and young

working professionals belonging to Upper C and B market residing in the metro that are

fond of sweets. J.CO is known being one of the favorite hangout places for group of

friends or even families. It is also known as a nice treat or in Filipino culture, a

“pasalubong” for loved ones.

Secondary Target Market

The Secondary Target Market of J.CO Donuts & Coffee are the elders and by-passers

that are considered a potential buyer. The elders often buy J.CO donuts for their family or

at times for themselves since J.CO donuts are known for its mild sweetness and they also

offer savory flavored donuts such as Cheese Me Up and Monapisa. The by-passers which

are usually the mall goers are also considered as a target market because they have a high

tendency of buying because of the enticing display of the store.



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Brand Position

“Sharing the J.CO Way”

J.CO Donuts & Coffee prides itself for creating a lifestyle café concept that is vibrant and

energetic, stylish yet interactive and customer-friendly, and for using only premium

ingredients in its signature range of coffee and chocolate beverages and variety of donuts

which appeal to even the most discerning customers. A typical J.CO Donuts & Coffee outlet

is well-designed to suit a lifestyle concept, with abundant energy, music, comfortable seating,

and highly attractive display counter with transparent kitchen.

Offline vs. Online Customers

J.CO Donut & Coffee works well in advertising online. Through the use of brand

community and presence in many blogs, it is inevitable that J.CO has strong brand

advertisement online. But one could never question the power of word-of-mouth which is

evident most especially when J.CO first opens in the Philippines. A trend was set during the

introduction of this product. It made it big from its introduction stage; it created a bandwagon

effect to its consumers and a lot of people got hooked with it.

The bottom line is that online and offline customers worked hand-in-hand in the

success of J.CO brand. Through the use of the two powerful advertising aids such as the

social media and the word-of-mouth, J.CO became a highly established brand. The only plus

factor of offline customers is that they come in handy with the product since it is not yet

making any online transactions here in the Philippines. But when the time came that people

can make orders online, it will surely click due to the convenience it gives to the customers.



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PART 4

WEBSITE ANALYSIS – PART 2

Currency

J.CO Donuts - P42.00 per piece, P230.00 per ½ dozen, P350.00

per dozen, P550.00 – 2 dozen.

J. Pops Baby Donuts - P250.00 – 2 dozen

J. Club Cheezy Rich - P45.00 per piece

J. Club + Coffee of the Day P110.00

J. Club + Hot/Iced Cappuccino P135.00

J. Club + Hot/Iced Chocolate P140.00

Glazzy Alcapone Jacky Chunk Mr. Green

Tea

Oreology

Hazel dazzle Sugar Ice Donna

Italiano

Mango Blitz

Copa Banana

Green tease

Funilla Glaze

Berry Spears

Coco Loco

Crunchy

Crunchy

Choconuttzy

Avocado

Dicaprio

Tiramisu

Why Nut

Blueberry

More

Heaven

Berry

Snow White

Dom

Mochino

Meisisipi

Forest Glam

Mona Pisa

Choco Caviar

Strawberry

Black Jack

Cheese Me

Up

Choco Caviar

Chocolate



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J. Cool Fat Free Frozen Yogurt

Single 1 topping – P95.00

Couple 2/free toppings – P140.00

Sharing 3/free toppings – P190.00

To-Go 4 toppings – P240.00



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J.Cool Toppings - extra topping P20.00 each

Fruit Toppings

Kiwi

Strawberry

Nata De Coco

Grapes

Peach

Longgan/Lychee

Orange

Jelly Lychee

Blueberry Jam

Jelly Orange

Strawberry Jam

Dry Toppings

Almond

Funky Nuts

Choco Caviar

Choco Chips

Melon Mochi

Graham Cracker Crumbs

Yogurt Chips

Coconut Flakes

Cap n’ Crunch

Rainbow Sprinkles

Fruity Pebbles



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J. Coffee

Cappuccino (Hot) Uno 12oz. Duo 16oz.

Jcoccino P115.00 P130.00

Hot Cappuccino P110.00 P125.00

Hot Mochabella P115.00 P130.00

Hot Cappuccino Cherry P120.00 P135.00

Cappuccino (Iced) Uno 12oz. Duo 16oz.

Iced Cappuccino P110.00 P125.00

Iced Mochabelle P115.00 P130.00

Iced Cappuccino Caramel Jelly P115.00 P130.00

Iced Cappuccino Caramello P120.00 P135.00

Delights (Hot)

Choices of: Earl Grey, Chamomile, English Breakfast,

Green Tea

Uno 12oz. Duo 16oz.

Hot Tea P85.00

Hot Chocolate P115.00 P130.00

Hot Chocomint P115.00 P130.00

Delights (Iced)

Choices of: Earl Grey, Chamomile, English Breakfast,

Green Tea

Uno 12oz. Duo 16oz.

Iced Chocolate P115.00 P130.00

Iced Thai Tea P100.00 P115.00

Iced Green Tea P90.00 P105.00

Latte (Hot) Uno 12oz. Duo 16oz.

Hot Café Latte P100.00 P115.00

Hot Tiramisu P100.00 P115.00

Hot Hazelnut Latte P125.00 P130.00

Latte (Iced) Uno 12oz. Duo 16oz.

Iced Hazelnut Latte P120.00 P135.00

Iced Café Latte P100.00 P115.00

Iced Tiramisu P100.00 P115.00



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Frappe Cappuccino (Iced) Uno 12oz. Duo 16oz.

Jcoccino Frappe P135.00 P150.00

Cappuccino Frappe P130.00 P145.00

Caramello

Frappe

P130.00 P145.00

Mochabella Frappe P130.00 P145.00

Cappuccino Chip Frappe P130.00 P145.00

Cappuccino Cherry Frappe P130.00 P145.00

Cappuccino Avocado P120.00 P135.00

Frappe Delights (Iced) Uno 12oz. Duo 16oz.

Chocolate Frappe P130.00 P145.00

Chocomint Frappe P135.00 P15.00

Choco Frost Frappe P120.00 P135.00

Oreo Frappe P140.00 P155.00

Green Tea Frappe P130.00 P145.00

Café Avocado P120.00 P135.00

Orange Yogurt Frappe P135.00 P150.00

Strawberry Yogurt Frappe P135.00 P150.00

Mix Berry Frappe P135.00 P150.00

Basic (Hot) Uno 12oz. Duo 16oz.

Hot Espresso P85.00 P100.00

Hot Macchiato P85.00 P100.00

Americano P85.00 P100.00

Coffee of the Day P85.00 P100.00

Basic (Iced)

Iced Coffee P85.00 P100.00



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Content, Including Multimedia and User Engagement Opportunities

Content

The moment you open the official website of J.CO Donuts, which is

www.jcodonuts.com, a unique way of loading of the website will welcome you. The frappe

represents the loading, and once it is empty, you can now explore the whole content of the

website. The “Caution!”, “site full of temptation”, and “beware of any DELICIOUS

EXCITEMENT!” are also cool ways to advertise their products.



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After the loading of the website is all done and complete, you will see this appear on

your monitor, on the left side of the monitor you can see different icons and each icon is

clickable and upon clicking you will explore the information and the different available

flavors for each category.

J.CO did a great job on advertising their newest product on their home page.

Featuring it on the homepage will definitely help push the product because it will be the first

thing the online followers of J.CO will see.

If you will click the picture of the donut on the left side corner of the page, the one

encircled, you will open a page featuring some of J.CO’s top selling donuts, such as the

“Alcapone”, “Black Eyed Seed”, “Black Jack”, and many more.



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On the right side of the screen you can see the different varieties of donuts that J.CO

donuts are trying to offer in the public.

There are also icons in the lower right portion of the J.CO’s page that are linked to

the community pages (social media accounts) and the delivery page of the company which is

only available in Indonesia



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The next one, which is a picture of a cup of coffee, will bring you to a page that

features all the coffees, frappes, teas, and other hot and cold beverages offered by J.CO.

These products are best known under the product line of J.Coffee.

On the right side of the screen you can see the different varieties of beverages that

J.CO donuts are trying to offer in the public.



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This screen refers to the page of a sandwich that J.CO Donuts is trying to offer.

These sandwiches are best known as J.Club. There are a variety of flavors in the right side of

the screen where the visitors can see the different club sandwiches that J.CO Donuts is

offering. You can see in the right side of the screen the different varieties of their club

sandwiches.



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This page is a picture of three smaller doughnuts, features J.CO’s baby donuts. These

donuts are best known as J.Pops. You can see in the right side of the screen the different

varieties of their J.PoPs donuts which is the smaller version of their famous donuts.



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J. CO donuts also offering a variety of fat free frozen yogurts which is good for your

diet. You can see in the right side of the screen the different varieties of their Frozen Yogurts.



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Let us now focus on those seven colored dots which is also has its correspondent

pages, the ones encircled, under the J.Cool tab.



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The first dot, the yellow one, features the Promos offered by J.CO.



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The second dot, yellow-orange one, features the Community tab. This tab provides

the links to the facebook and twitter pages of J.CO.



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The third dot, the orange one, features the Press Room. This is where all the latest

news of J.CO is posted.



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The fourth dot, the light brown one, features the Career section. This is where the

followers can look at the job opportunities offered by J.CO Indonesia, Singapore and

Malaysia.



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The fifth, the brown dot, features the Location section. This section shows the

locations of all the branches of J.CO in Indonesia, Malaysia, Singapore, Shanghai, and the

Philippines.



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The sixth, the dark brown dot, features the Contact Us section. This section is where the

followers of J.CO can send their messages directly to the J.CO Head Office.



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The last dot, the orange one at the bottom, features the Franchise section. This section is

where J.CO followers can apply for franchising of a J.CO store.

After exploring all of the contents of its official website, we have noticed that images and

links to their social media accounts are the only multimedia used by J.CO. Regarding the user

engagement opportunities, we think that the site can satisfy the users’ needs towards

information and interaction. The Promos and Press Room sections can help the users be

updated with J.CO’s activities. The Community, Careers, and Contact Us sections can be

used by the users to interact with other J.CO followers and also directly with the J.CO Head

Office.



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Usability

Accesibilty

The website of J.CO Donuts is very informative website when it comes to featuring their

products.

J.CO Donuts provides a user friendly website for its online users since the site is made up

of pictures that are attractive to the eyes.

The website is also very accessible; you can visit it using any internet navigators.

Font size and spacing is readable. The website is so much attractive and easy to use.

Identity

The logo of the J.CO Donuts is located on the upper left side of the website. Also J.CO

Donuts’ logo is a picture of peacock. The website is made up of very light colors such as

white, orange (the theme of J.CO Donuts), yellow and little dip of brown.

Upon opening a website you can visualize a tumbler of J.Cool being zip out until the site

has been successfully loaded.

Navigation

You can easily find the J.CO Donuts website by searching it on google or you can even

type it on the URL just type jcodonuts.com. Below is a picture of J.CO Donuts website

when searched in Google.

J.CO Donuts website is easy to navigate and it doesn’t matter even you are technically

literate or not because it is user friendly.



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Other Company Owned Websites:

J.CO Donuts Delivery - http://www.jcodelivery.com/

- This website is used by J.CO Donuts solely for their delivery service but it is only available

in the country of Indonesia.



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Social Media Pages/Accounts:

Facebook Accounts - https://www.facebook.com/J.COPhils

- This Official Facebook account of J.CO Donuts and it serves as the community page for the

patrons of J.CO donuts who use Facebook.



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Twitter Account - https://twitter.com/JCOPhilippines1

- This Official Tweeter account of J.CO Donuts and it serves as the community page for the

follower of J.CO Donuts on Twitter.



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Instagram Account - http://instagram.com/JcoPhilippines

o This Official Instagram account of J.CO Donuts and it serves as the community page

for the follower of J.CP Donuts on IG.



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PART 5

BUSINESS MODEL

Business Pyramid Model

J.CO Donuts do not have a business model itself, that’s why we created a business

model of it through analyzing its vision and mission. J.CO Donuts commit itself in giving

excellent service sincerely and most of all, the company is committed in providing quality

donuts and coffee. J.CO puts their customers as their first priority. This is to acquire customer

loyalty. J.CO envissions itself to be the foremost International Premium Donuts and Coffee

Brand.



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Specific E-Business Model Used

J.CO Donuts & Coffee’s specific e-business model is the Advertising Model. A

portal site can be defined as a site that gives visitors the chance to find almost everything they

are looking for in one place; for J.CO’s website has relevant information about their products

that customers may want to know about.

The Business Model of J.CO shows the correlation of AIDA model through its

advertising model. The main focus of J.CO Donuts is to generate customer awareness and to

convert it to interest and to derive their desires from their interests to take an initial action

which is to visit their physical store.

Customer Value

The customer value of J.CO Donuts & Coffee is evident through its promotion

strategy and competitive advantage. J.CO doesn’t have many promotions on promotional

mediums but they are much into internet advertising and promotions. Since their products are

much loved by the customers, J.CO Donuts & Coffee is being advertised through word-of-

mouth and personal blogs of the customers.

J.CO also prides itself for creating a life café concept that is vibrant and energetic,

stylish yet interactive and customer-friendly, and for using only premium ingredients in its

signature range of coffee & chocolate beverages and donuts which appeal to even the most

discerning customers.



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Not all companies find many opportunities to differentiate their offerings and gain

competitive advantage. Some small companies find many advantages that may easily be

imitated by competitors and, therefore very fragile. The solution for this is for the company to

continuously provide excellent products or services. These companies do not expect to get a

big advantage that permanent, but many small advantages that can be introduced to win

market-share for a period of time. Product or service offerings in a market can be

differentiated by product, service, personnel, or image.

In this case J.CO is pursuing a strategy of product differentiation, service

differentiation, and personnel differentiation. It can be viewed by doing the right

differentiation strategy to position the company as a market leader. Proper differentiation

strategy is precisely what J.CO has over competitors – that made them a pretty tough brand to

compete with. J.CO product differentiation is done by making the donuts that are very soft

and has a distinctive flavor that is not owned by competitors. Differentiation of services is

what J.CO prioritizes – quality of service to its customers.



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Revenue Stream Sources

• Franchising

J.Co is the fastest growing donut & coffee chain in South-East Asia, within a short

span of 2.5 years, J.CO as grown to 30 outlets in 9 cities in Indonesia. Today, J.CO Donuts

and Coffee has successfully opened more than 100 outlets throughout Asia with its expansion

in Indonesia, Malaysia, China, Singapore, and Philippines. The latest outlets opened recently

are in Tampines – Singapore, and St. Moritz Jakarta – Indonesia. J.CO Donuts and Coffee

will be opening in other countries in ASIA soon. The opening of different branches of J.CO

Donuts & Coffee brings them closer to the market and therefore will make them generate

more profit.

• Customer & Product Value

J. Co is well-positioned as a café business offering top-quality Italian coffee &

chocolate beverages, complemented by a range of premium, innovative donuts. Its donuts are

made from superior-quality ingredients and are light to the taste. A typical J.CO outlet is

well-designed to suit a lifestyle concept, with abundant energy, music, comfortable seating

and attractive display counter with an open kitchen. It also has a community of loyal

customers present in the various social media platforms such as Facebook, Twitter,

Instagram, and personal blogs; this shows the value proposition of J.CO for its customers.

• Word-of-Mouth & Social Media Advertising

J.CO doesn’t have many promotions on promotional mediums but they are much into

internet advertising and promotions. Since their products are much loved by the customers,

J.CO Donuts & Coffee is being advertised through word-of-mouth and personal blogs of the

customers. And as we all know, word-of-mouth is one of the most effective of advertising a

product for it gives people an assurance that the product is of good quality because they

already tried it.



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PART 6

E- Marketing Metrics

Site Objectives

o To gain customer awareness.

o To disseminate J.CO’s product information.

o To link customers to their online communities.

o To seek potential franchisors.

o To take corrective feedbacks and suggestions through online form.

o To create an integrated website that seeks to serve all target users and consumers.

Metrics Likely Used at this Site

Our team used the following metrics to determine the following information J.CO

Donuts’ online contents. The following metrics that was illustrated below are from

(an online website evaluator) and Google Trends. www.alexa.com

J.CO Donuts’ Traffic Rank- How much traffic that J.CO Donuts is creating all over

the world. The traffic that J.CO’s website is creating today has decrease by 223,563

compared to the traffic that they are creating three months ago.

Source: http://www.alexa.com/siteinfo/jcodonuts.com



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Percentage of Search Traffic that www.jcodonuts.com is creating.

o You can see on the picture below that the Search Visit on J.CO’s website is

50% already increased by 17% compared to the Search Visits 3 months ago.

o It also illustrates the Top Keyword that puts traffic in the net. It was

interpreted by percentage. And;

o It shows the Top 3 sites the upstream jcodonuts.com which is led by

o Google.com, followed by jcodelivery.com and Google.com.ph.




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Page Visit (Entry Page & Exit Page) - This measures the visitor’s engagement of

J.CO Donuts.

o The bounce rate of J.CO’s website today decreased by 7% compared to their

bounce rate three months ago.

o While the Daily page views per visitors of the site also decreased by 5.69%

since last three months and;

o The daily Time that a visitor spend on the site decreased by 6% compared to

o the time they spend last three months ago.


Related Sites

o Below are the lists sites which are related to www.jcodonuts.com.

Only sites with similar names with www.j.codonuts.com are

available.

There are no related links about jcodonuts.com available.

The site of J.CO Donuts is not also categorized.




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Online Communities- The illustrations below show the online communities of J.CO

Donuts.

o Twitter Account (@JCOPhilippines1)

J.CO Donuts’ official twitter page has 40 followings out of 9,848

followers and has composed 762 tweets.



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o Instagram Account (@jcophilippines)

J.CO Donuts’ official Instagram Account has 7 followings out of 2,891

followers and has posted 45 photos/videos.

o Facebook Page (www.facebook.com/J.COPhils)

On their official Facebook Page, J.CO Donuts has 146,722+ likes and

2,985 people are talking about this page.



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Sites Linked to J.CO- List of the Top 5 sites which is linked and describing

jcodonuts.com. It was led by Yahoo, Wikipedia, Blogger, Secure Servers and Detik.


Search Engine Queries

Google Preview:

The illustration below is the picture of what you can see on the result of google when

you search about J.CO Donuts on their search bar.




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Related searches (Google Trends)

o It illustrates the rankings of search queries that Netizens have searched on

their search engines such as Google.



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o The picture below illustrates related results that you can get if you searched

J.CO Donuts on Google.

You can see the rankings of the related search queries about which

are linked to J.CO Donuts.



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Visitor- This metrics helps us to determine the demographic information of the

audiences/ visitors of www.jcodonuts.com.

o The illustration below show the information about the Gender, Educational

Attainment and Browsing Location of the Audience of www.jcodonuts.com




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o The picture below illustrates the map of Geographic Location of the Audience of

jcodonuts.com

The percentage of visitor and the Rank of www.jcodonuts.com in the Philippines as

well as in Indonesia are also shown on the illustration.




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Balanced Scorecard

J.CO Donuts can measure the progress from four perspectives which are Financial,

Business Process, Customer and Learning & Growth.

Financial

-Increase revenue and market

share

-Maintain Financial Health

Business Process

-Develop new products

-Understanding Customer

Segments

-Provide rapid response from

customer suggestions&

comments

Customer

-Product and Service Excellence

-Customer Loyalty and

engagement

Learning & Growth

-Align Personal Goals

-Increase Employee

Productivity

-Continue providing

premium products

Vision

&

Strategies



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PART 7

CONCLUSION AND OUTLOOK

Evaluation of the Company’s Online Properties

Evaluating website structure:

On evaluating the online properties of J.CO Donuts, we look to the different angles on

how to take a good criticism to their online properties. We started to evaluate its structure as

we observed that J.CO Donuts uses a Hierarchical Structure to their website that allows any

user to navigate along with the content of the website, and by just clicking the mouse the user

can jump into several pages. Since it’s build with Hierarchical Structure it has no back button

feature where the user can go back previously.



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Evaluating Website Theme and Strategy:

When it comes to the Theme and Strategy of the company’s website, they

use their home page to attract user by using an animation of a zipping tumbler with a

sound effect to encourage the user to wait patiently while the page is loading up, and

when it loads completely, you can see that they use their home page to advertise their

new product. But even though its website is animated, if the user is using a wide

screen computer they will find the website full with vacant spaces, and even with the

color of the website is not very enticing even it’s filled with some light colors.

Evaluating Business Model:

The next thing that we evaluated is the business model of the website. Upon

visiting to J.CO’s website we easily determined that it created with a website for

advertising their product, in short their model is Advertising Model where they are

only using the website to advertise their company, product and service. We came up

to this conclusion because J.CO website did not include the prices of their products

and the delivery button only works for those who are in Indonesia.



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Evaluating Website Objectives:

By evaluating different angles of their online properties specially their business

model, we had concluded that the primary objective of J.CO Donuts is to inform internet

user about their existence and to provide different information about their company,

product/ service as well as their location, community pages on twitter and Facebook. To

acquire potential customers is not only the objective of J.CO Donuts’ website; they also

attract investors and franchisee as they launched their franchise and contact button.



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Recommendations for improving the business model:

After gathering and analyzing online some information about the online properties of our

chosen company which is the J.CO Donuts, we concluded that J.CO Donuts should have an

upgrade and renovate their models to attract more customers.

We recommend that the J.CO Donuts to upgrade their website structure from Hierarchical to

Mixed Hierarchical to enable the user to go back in their previous page in the site. When it comes

to their website theme, they should eliminate spaces in their website because it can create

boredom to the users, we suggest using more colors, slide shows pictures, linked videos, polls,

and advertising banners will be more effective to catch the eye of the customers and to convince

them to stay in the website in an allotted measure of time. Including about a certain description of

their product will be more effective to educate their customers on what they are offering. They

can also use their website to advertise other website and product/service that are not connected

with their product line to increase sales leads.

When it comes to its model which is advertising model, we suggest upgrading their model

into a brokerage model will be more effective in generating sales. We are saying this because, if

you had tried to go on a stores of J.CO Donuts you will be aware that their stores are really

trending since many people are falling in line just to buy their donuts. If J.CO Donuts will

provide a delivery service they will reach customers who have no time and patience to wait and

fall in line. In order to do this method they should have to create a new website only for the



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Philippines “maybe www.jcodonuts.com.ph” they should also include the prices of their products and

promos for the customer to be aware.

Recommendations for improving the opportunities:

o To gain and retain more customers, J.CO Donuts should also explore more in the

field of online marketing. Since mobile marketing is such a boom in this

generation, why don’t they enter the world of mobile marketing by generating

apps that will be suited to retain and acquire customers, and pay pop out banner

for other mobile apps to generate customer awareness?

o Using alternative multimedia channels and tools such as video marketing tools

will also be a good help in promoting the company’s products.

o They should always update the information about their company, product and

service.

o They should maximize the usage of their online communities such as their

Facebook Page, Twitter Account and Instagram Account to generate more

costumer awareness.

J.CO DONUTS & COFFEE FINAL PAPER

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