Doughnut Feu

Far Eastern University
Institute of Accounts Business and Finance
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.COs 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 Caf 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.COs 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 dont read, they scan.
This just means theres a lot more scanning going on than there is reading word for word.
J.COs 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.COs 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.COs 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 websites 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 companys 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 theyve 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. Its worth the pay since its 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.COs Alcapone
J.COs 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.COs 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 informations 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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http://chiksilog.com/post/33767306024/j-co-donuts-and-coffee-in-trinoma
http://eyesonmanila.blogspot.com/2013/04/jco-donuts-my-kind-ofdonuts.html
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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.COs 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.COs 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
Peoples 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 caf 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 dozen,

per
Glazzy
Alcapone
P350.00
dozen, P550.00 2 dozen.
Jacky Chunk
Mr. Green
Oreology
Tea
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
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
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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)
Jcoccino
Hot Cappuccino
Hot Mochabella
Hot Cappuccino Cherry
Uno 12oz.
P115.00
P110.00
P115.00
P120.00
Duo 16oz.
P130.00
P125.00
P130.00
P135.00
Cappuccino (Iced)
Iced Cappuccino
Iced Mochabelle
Iced Cappuccino Caramel Jelly
Iced Cappuccino Caramello
Uno 12oz.
P110.00
P115.00
P115.00
P120.00
Duo 16oz.
P125.00
P130.00
P130.00
P135.00
Delights (Hot)
Choices of: Earl Grey, Chamomile, English Breakfast,
Green Tea
Hot Tea
Hot Chocolate
Hot Chocomint
Uno 12oz.
Duo 16oz.
P85.00
P115.00
P115.00
P130.00
P130.00
Delights (Iced)
Choices of: Earl Grey, Chamomile, English Breakfast,
Green Tea
Iced Chocolate
Iced Thai Tea
Iced Green Tea
Uno 12oz.
Duo 16oz.
P115.00
P100.00
P90.00
P130.00
P115.00
P105.00
Latte (Hot)
Hot Caf Latte
Hot Tiramisu
Hot Hazelnut Latte
Uno 12oz.
P100.00
P100.00
P125.00
Duo 16oz.
P115.00
P115.00
P130.00
Latte (Iced)
Iced Hazelnut Latte
Iced Caf Latte
Iced Tiramisu
Uno 12oz.
P120.00
P100.00
P100.00
Duo 16oz.
P135.00
P115.00
P115.00
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Frappe Cappuccino (Iced)

Jcoccino Frappe
Cappuccino Frappe
P130.00
P145.00
Caramello
Frappe
Mochabella Frappe
Cappuccino Chip Frappe
Cappuccino Cherry Frappe
Cappuccino Avocado
Uno 12oz.
P135.00
P130.00
Duo 16oz.
P150.00
P145.00
P130.00
P130.00
P130.00
P120.00
P145.00
P145.00
P145.00
P135.00
Frappe Delights (Iced)

Chocolate Frappe
Chocomint Frappe
Choco Frost Frappe
Oreo Frappe
Green Tea Frappe
Caf Avocado
Orange Yogurt Frappe
Strawberry Yogurt Frappe
Mix Berry Frappe
Uno 12oz.
P130.00
P135.00
P120.00
P140.00
P130.00
P120.00
P135.00
P135.00
P135.00
Duo 16oz.
P145.00
P15.00
P135.00
P155.00
P145.00
P135.00
P150.00
P150.00
P150.00
Basic (Hot)
Hot Espresso
Hot Macchiato
Americano
Coffee of the Day
Basic (Iced)
Iced Coffee
Uno 12oz.
P85.00
P85.00
P85.00
P85.00
Duo 16oz.
P100.00
P100.00
P100.00
P100.00
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.COs 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.COs 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.COs 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.COs 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 doesnt 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, thats 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 & Coffees 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.COs 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 doesnt 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-ofmouth and personal blogs of the customers.
J.CO also prides itself for creating a life caf 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 caf 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 doesnt 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.
To disseminate J.COs product information.
To link customers to their online communities.
To seek potential franchisors.
To take corrective feedbacks and suggestions through online form.
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
www.alexa.com (an online website evaluator) and Google Trends.

J.CO Donuts Traffic Rank- How much traffic that J.CO Donuts is creating all over
the world. The traffic that J.COs 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.COs website is
50% already increased by 17% compared to the Search Visits 3 months ago.
It also illustrates the Top Keyword that puts traffic in the net. It was
interpreted by percentage. And;
It shows the Top 3 sites the upstream jcodonuts.com which is led by
Google.com, followed by jcodelivery.com and Google.com.ph.
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Page Visit (Entry Page & Exit Page) - This measures the visitors engagement of
J.CO Donuts.
o
The bounce rate of J.COs website today decreased by 7% compared to their

bounce rate three months ago.
While the Daily page views per visitors of the site also decreased by 5.69%
since last three months and;
The daily Time that a visitor spend on the site decreased by 6% compared to
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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Instagram Account (@jcophilippines)
J.CO Donuts official Instagram Account has 7 followings out of 2,891

followers and has posted 45 photos/videos.
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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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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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
Financial
-Increase revenue and market
share
-Maintain Financial Health
Business Process
-Develop new products
-Understanding Customer
Segments
-Provide rapid response from
customer suggestions&
comments
Vision
&
Strategies
Customer
-Product and Service Excellence
-Customer Loyalty and
engagement
Learning & Growth

-Align Personal Goals
-Increase Employee
Productivity
-Continue providing
premium products
J.CO Donuts can measure the progress from four perspectives which are Financial,
Business Process, Customer and Learning & Growth.
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PART 7
CONCLUSION AND OUTLOOK
Evaluation of the Companys 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 its 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 companys 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 its 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.COs 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 dont 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?
Using alternative multimedia channels and tools such as video marketing tools
will also be a good help in promoting the companys products.
They should always update the information about their company, product and
service.
They should maximize the usage of their online communities such as their
Facebook Page, Twitter Account and Instagram Account to generate more
costumer awareness.
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Far Eastern University

Institute of Accounts Business and Finance

Far Eastern University

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

Owner Country: Indonesia

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Website Design and Other Usability Features

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Multimedia and Interactive Features

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Internet Marketing Mix

J.COs Sandwich Selections

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Customer Relationship Management Features

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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

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

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Online Branding Strategy

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c. Social Media Channels

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Environmental, Situational, and Personal Factors Affecting Users

Consumers Social Situation

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Markets Segments Served

Primary Target Market

Secondary Target Market

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P42.00 per piece, P230.00 per dozen,

dozen, P550.00 2 dozen.

J. Pops Baby Donuts

J. Club Cheezy Rich

P45.00 per piece

J. Club + Coffee of the Day

J. Club + Hot/Iced Cappuccino

J. Club + Hot/Iced Chocolate

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J. Cool Fat Free Frozen Yogurt

Single 1 topping P95.00

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extra topping P20.00 each

Graham Cracker Crumbs

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