The Indonesian coffee chain has appointed Quennie Tan to grow brand awareness and consumer loyalty ahead of the coffee chain’s international debut under the Kenengan Coffee brand this month
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Tan said the company will be investing heavily in driving brand awareness and loyalty | Photo credit: Kopi Kenangan
Indonesian coffee chain Kopi Kenangan has appointed Quennie Tan as its new Head of Marketing ahead of its expansion into Malaysia in October 2022.
Branded in international markets as Kenangan Coffee, the company announced its launch into Malaysia in September 2022 ahead of a wider expansion across South East Asia next year.
As Malaysia is Kopi Kenangan’s first international market, Tan said the company will be investing heavily in driving brand awareness and loyalty.
"We are looking at all the various consumer touchpoints in narrating our product differentiation and store opening announcements. It will be a digitally-led strategy that enables us to better study our marketing spend and tweak our efforts where needed," she said.
Alongside PR, digital advertising and the commercial aspects of the marketing position, Tan has also been tasked with examining consumer behaviour outside of Indonesia to identify opportunities and expand Kopi Kenangan's market share.
Founded in 2017, Kopi Kenangan is the largest branded coffee chain in Indonesia, operating more than 700 stores across 45 cities. In January 2022, the company attained coveted unicorn status following a $96m Series C investment round.