2. Brand Vision:

   To tranform the coffee experience by offering a healthier, natural, and sustainable alternative that nourishes both body and mind.

3. Brand Mission:

   crafting premium herbal coffee blends from nature’s finest roots and herbs, empowering people to energize their day with wellness, gut health and sustainability.

4. Brand Objectives:

   -Provide functional benefits through herbal coffee that support energy, focus, and gut health.

   -Source ingredients responsibly and locally reducing environmental impact.

   -Continuously develop new blends that combine traditional herbal with modern nutritional science.

5. Current Brand Problem: Undeclared ingredients towards the product, which poses risks with health and misleads customers

6. Market Segment: Health based beverage

7. Target Market: Health conscious consumers, Working professionals and busy individuals, Younger adults and middle-aged consumers, Coffee drinkers seeking variety or specialty beverages

8. Competitor Analysis:

   - CNI Ginseng Coffee, a pioneer with GMP production

9. - HNI (HPAI) Realco Ginseng Coffee

10. Customers Analysis (Behavior):

    Their customer base trust these 2 brands with strong identity and positive reputation in wellness benefits.

    Engaging more with brands active in social media and influencer promotions. Customers choosing healthy coffee focus on its energy-boosting and wellness benefits. They seek natural, authentic ingredients and trustworthy health information. Taste balance and clear communication of health benefits strongly influence their loyalty.

Healtreats (made up)

Food business

2. Brand Vision: "To free people from smoking and vaping by offering a safe, natural, and healthy alternative that improves lives and relationships."

3. Brand Mission: "WooS creates inhalers that mimic the sensation of smoking, helping users switch their habits more healthily. Built from personal experience as ex-smokers, WooS is dedicated to providing an effective, natural solution that makes quitting possible and sustainable."

4. Brand Objectives: "Providing a safer smoking alternative, improving lifestyle, and Accessibility."

5. Current Brand Problem: "Lack of Exposure, Lack of Brand Awareness"

6. Market Segment: "Accessories", "Behavioural Inhaler"

7. Target Market: Smokers

8. Competitor Analysis: FUM, CAPNOS

   1. FÜM and CAPNOS are two of the most visible global brands in a similar, "flavored air” and behavioral inhaler market, offering smoke-free, vapor-free, and nicotine-free alternatives aimed at helping people stop smoking or vaping. FÜM uses replaceable cores infused with essential oils to deliver a subtle aromatic experience that supports the hand-to-mouth habit and provides flavor variety. CAPNOS, on the other hand, emphasizes a similar experience to Woos, where there is a pressurized-air mechanism that mimics the sensation of a throat hit, with models like CAPNOS Zero, Legura, and E-Z designed to satisfy cravings without the need for smoke, vapor, or any form of batteries. Both brands position themselves around habit replacement, appealing to users who want the habit and satisfaction of inhalation without nicotine dependency.

      
      

      However, in the Indonesian market, both FÜM and CAPNOS are still relatively absent in terms of general market presence, despite International shipping. This means consumers face higher landed costs, longer shipping times, and potential customs duties when ordering. For now, their limited availability locally makes them less convenient compared to other smoking alternatives, though their unique product concepts, FÜM’s essential oil cores, and CAPNOS’s throat-hit simulation, which could attract interest if they enter Indonesia more formally.

9. Customer Analysis (Behavior): Based on customer feedback, reviewers mentioned that the product is good in terms of quality, packaging, and product design. However, there have been issues of a lack of communication between the buyer and the seller, bad product, and failure to be an alternative to vapes.

2. Brand Vision

   “To be the most loved and trusted Arab dining destination in Jakarta, offering authentic flavors, warm hospitality, and a modern dining experience.”

   Brand Mission

   Deliver high-quality Middle Eastern cuisine made with authentic ingredients and traditional recipes, while creating a welcoming atmosphere that blends Arab culture with Jakarta’s vibrant lifestyle.

   Brand Objectives

   • Establish Amar Dining as the go-to Arab restaurant in Kemang.

   • Expand brand awareness through social media presence and community engagement.

   • Innovate with fusion menus and health-conscious options while staying true to Arab culinary traditions.

   • Build strong customer loyalty through consistent quality, excellent service, and cultural experiences.

   Current Brand Problems

   • Increasing competition from other Middle Eastern restaurants in Jakarta (e.g., Abunawas, Turkuaz).

   • Customers perceive Arab food as heavy or less healthy, limiting frequency of visits.

   • High dependency on dine-in customers, while delivery and online orders are underutilized.

   • Younger audiences may view Arab cuisine as traditional but not trendy.

   Market Segment

   • Food & Beverage industry – Casual Dining & Themed Restaurants.

   Target Market

   • Urban professionals, expats, and families in South Jakarta who seek authentic dining experiences.

   • Millennials and Gen Z foodies looking for Instagrammable, unique cultural dining.

   • Middle Eastern expat community in Jakarta craving authentic flavors.

   Competitor Analysis

   • Abunawas: Strong reputation for authenticity, focuses on Middle Eastern expat community.

   • Turkuaz: Premium positioning with fine dining atmosphere.

   • Al Jazeerah: Established brand, affordable and familiar Arab cuisine.

   • Fusion / Trendy Cafes in Kemang: Compete for younger demographics with lifestyle appeal.

   Customer Analysis (Behavior)

   • Loyal customers return for authentic taste and cultural familiarity.

   • Price-conscious customers balance between quality and portion size.

   • Younger customers influenced by social media reviews, food vlogs, and Instagram-worthy presentation.

   • Increasing preference for healthy, lighter options (grilled meats, salads, vegetarian dishes).

   • Strong interest in delivery apps (GrabFood, GoFood) for convenience.

2. Brand Vision: “To redefine indulgence by making healthy desserts the new standard of enjoyment, inspiring people to live a balanced lifestyle without compromising on taste.”

3. Brand Mission: “At Healtreats, we create delicious, guilt-free desserts made with wholesome ingredients. Our mission is to promote healthier lifestyles by offering accessible, nutritious, and satisfying alternatives that prove wellness and indulgence can go hand in hand.”

4. Brand Objectives: Encourage healthier eating habits by providing desserts that balance taste and nutrition.

5. Current Brand Problem: awareness and competition againts normal desserts, and not much menu yet.

6. Market Segment: Food

7. Target Market: Health-conscious people, people of any age

8. Competitor Analysis: Salad stop, Tour Le Jours

9. Customers Analysis (Behavior): Willingness to Pay a Premium price, Socially & Environmentally Aware, and Digital & Lifestyle-Driven Behavior