Kinonramekins — Brand Audit. Brand Management Course Assignment —…
By: Josua Jeffrey Handopo
Tags: Brand Audit, Brand Management, Baking

Using online surveys, direct interviews, competitive analysis, and point of difference worksheets, there are a lot of points that can be concluded for Kinonramekins as a brand. Most of Kinonramekins’ competitors are @momnitbakingclass and big pastry schools like ABC Cooking Studio and Indonesia Patisserie School (IPS). In terms of Pricing, Kinonramekins has a clear advantage compared with other competitors as @momnitbaking class offered the course at IDR 300.000/ person and pastry schools like ABC Cooking Studio and IPS are starting from much higher price point at millions rupiah. On the other hand, Kinonramekins offer an affordable baking course starting from IDR 50.000 for the beginner class to IDR 125.000 for the advanced class.

Kinonramekins has a wide range of menu for their classes starting from cookies and brownies to more advanced choices like Lorraine, Pretzels, Milk Buns, French Crullers, and many more. ABC Cooking Class and IPS offers a wider range of menu choices, offering their certificated-experience with the professionals while @momnitbakingclass only offers courses for nastar cookies class, so up to this point we hardly look at @momnitbakingclass as a competitor anymore. Kinonramekins is also one of the pioneers to utilize online platforms when it comes to baking class, whereas even the big culinary schools like ABC and IPS are still developing it due to their needs of “fancy” and advanced baking tools that are only likely available in their usual school kitchen.

From further market research and interviewing their previous customers, the main reason why they choose to have courses at Kinonramekins rather than their competitors (#1 reason people buy the brand) are the online platform method, price point and the way the courses are being brought. They are using online platforms, increasing efficiency and giving flexibility to their customers. Customers also feel that the interactions between the lecturer and the student in Kinonramekins are more intimate and private compared to the others as the sessions have limited seats for 6 persons at max. They are also more beginner friendly as most of their menus don’t require advanced tools, utensils, and ingredients. Even the students can consult for substitution if they can’t get certain ingredients or tools.

In Conclusion, Kinonramekins as a brand has been doing a great job in delivering a new and fresh concept to the market. They have succeeded in establishing an image as a beginner-friendly baking class at cheaper price points within their customers which mainly ranged from Senior High School Students, College Students and Mom with children. The friendly atmosphere with only 6 people/sessions that they build, gives their students comfort of knowing that it’s okay to ask questions and make mistakes which may be quite a hindrance in a big batch type of class. They picked positive points from their competitors, providing big varieties of menus that the big baking school teaches, while making it as their own by developing the long and complicated recipes to be much simpler so that it will be suitable for their markets. It will be advisable for them to maintain and develop their current positions through further innovations and going all out on the marketing efforts to widen their markets. Strengthening their values and what they are going after as a business are also a great homework for them to compete in this disruptive era and ongoing pandemic.