Terve Chocolate is an Indonesian premium chocolate company that aims to deliver high-quality single-origin products while celebrating Indonesia’s rich cacao heritage. Terve Chocolate targets individuals who appreciate premium taste while placing strong emphasis on quality, health, craftsmanship, and ethical values behind the products they consume and consists of two key segments: Health Planners, who purchase dark chocolate for personal consumption as a healthier snack option, and Meaningful Gifters, who choose premium chocolate as a thoughtful gift for special occasions.
Terve Chocolate offers a wide range of premium chocolate products crafted to suit various tastes and occasions. Its main product lineup includes rich dark chocolate, smooth milk chocolate, and creamy white chocolate, all made with a strong emphasis on quality ingredients and craftsmanship. In addition, Terve Chocolate presents more indulgent selections such as fancy chocolates, truffle chocolates, and bonbons, which are designed for refined palates and special moments.
The online survey indicates that chocolate purchases are primarily driven by personal consumption rather than gifting or souvenir purposes. Respondents showed moderate consideration toward health-related factors and a moderate preference for local chocolate products, indicating growing awareness of health and local value without these factors being the primary purchase drivers.
Problem Identification
The online survey was distributed to assess the brand awareness and initial discovery channels of Terve Chocolate and here’s the result.
Based on the survey results, Terve Chocolate demonstrates a relatively high level of brand awareness, with 79.4% of respondents (27 out of 34) stating that they have heard of the brand. The findings also indicate that most respondents became aware of Terve Chocolate through word-of-mouth from friends and family, as well as through social media platforms such as Instagram and TikTok. This suggests that personal recommendations and digital channels play a significant role in building awareness of the brand.
The results indicate that more than half of the respondents (78.9%) have purchased Terve Chocolate, with offline channels (event/ store/exhibition) playing a dominant role in the purchasing process. This suggests that physical touchpoints remain important in facilitating purchase decisions, particularly for experiential products such as chocolate. Dubai Chocolate also emerged as the most frequently purchased variant, indicating a stronger initial product appeal compared to other variants.
Instead of the result survey, an analysis of Terve Chocolate’s performance from January to July 2025 reveals three major problems that the company is currently facing.
- Declining Turnover of The KBP Store
The KBP store, as the company’s flagship outlet, has long been expected to provide stable revenue and strengthen brand positioning. However, recent sales data indicate a consistent decline in turnover throughout the first half of 2025, with sales decreasing by more than 60% from January to July. This downward trend raises concerns about the store’s long-term sustainability, particularly considering the significant production and operational investments required to maintain the outlet. - The Limited But Growing Performance of The Braga Store
In contrast, the Braga outlet shows encouraging signs of growth. Since the beginning of 2025, the store has demonstrated a steady increase in monthly sales, with turnover rising by more than three times between January and July. This positive trajectory suggests stronger consumer engagement, potentially driven by its urban location and relatively new presence in the market. Nevertheless, due to its still-limited scale, the Braga outlet has not yet been able to offset the decline experienced by the KBP store. - The Sharp Decline In Online Sales
Online sales experienced a significant surge during the virality of the Dubai Chocolate trend. However, after the hype subsided, online revenue declined by approximately 86% within six months. Several factors contributed to this sharp decline:
– Customer interest in purchasing Dubai Chocolate decreased as the trend faded.
– The product’s target audience differed from Terve Chocolate’s core Single Origin customer segment and was not clearly differentiated.
– During the viral period, the brand shifted its focus toward trend-driven audiences outside its original target market.
– Customer segmentation and insights were not sufficiently updated to adapt to the changing audience.
– The STP (Segmentation, Targeting, Positioning) strategy was not clearly differentiated between viral products and core offerings, resulting in ineffective targeting and declining online engagement.
Solution
From the discussion, our group proposes four solutions that can be implemented by Terve Chocolate.
- Dual-Track Product Strategy
This initiative separates Terve Chocolate’s core single-origin products from trend-driven offerings. Core products are positioned for Health Planners and Meaningful Gifters, while trend products address short-term demand. Clear differentiation prevents brand dilution, improves targeting accuracy, and reduces reliance on viral trends for online revenue stability. - 5A-based Content & Influencer Strategy
This initiative restructures digital content using the 5A framework to guide customers from awareness to advocacy. Instead of relying on virality, content is aligned with each journey stage and supported by long-term influencer partnerships. The goal is sustained engagement, higher conversion, and stronger brand advocacy. - Customer Relationship Management System
The CRM initiative addresses the lack of post-purchase engagement that followed the January 2025 sales spike. Online survey results show high customer satisfaction (mean scores above 4.0) but lower repurchase intention (3.68) and recommendation intention (3.94), indicating a gap between satisfaction and long-term engagement. By capturing customer data and purchase history, Terve Chocolate can segment buyers, personalize communication, and encourage repeat purchases. This shifts the online channel from transaction-driven - Omnichannel Integration & E-Commerce Optimization
This initiative integrates online and offline channels to create a consistent customer experience. With the Braga outlet showing steady growth, linking physical and digital touchpoints improves conversion and retention. Unified inventory, pricing, and engagement enable customers to move seamlessly across channels and strengthen long-term loyalty.
Implementation Plan
Conclusion
In conclusion, Terve Chocolate’s decline in online sales was not driven by low brand awareness or poor product quality. Instead, the core issue stemmed from misaligned segmentation and targeting between its core single-origin chocolate products and trend-driven offerings such as Dubai Chocolate. While viral trends were able to generate short-term sales spikes, they did not contribute to long-term or sustainable growth. Applying a single STP strategy across fundamentally different product types ultimately diluted the brand’s focus and weakened online engagement. Therefore, sustainable recovery for Terve Chocolate requires clearer market segmentation, more consistent brand positioning, and a disciplined digital strategy that aligns with the brand’s long-term values and objectives.
Contributors
This is a Business Immersion article researched and written by Group 3 of the Entrepreneurial Marketing MBA (ENMARK MBA) Batch 3, consisting of:
Business Immersion is a key component of the Entrepreneurial Marketing MBA (ENMARK MBA) program, offering students the opportunity to collaborate with industry through group consultancy projects. During the third semester, from September to January, students will work as a team of consultants, tackling real-world business challenges. This immersive learning experience bridges the gap between academic theory and practical application, equipping students with the skills to address complex issues and explore innovative management approaches within established organizations.
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Entrepreneurial Marketing MBA (ENMARK MBA), a collaboration between MarkPlus Institute and School of Business and Management Institut Teknologi Bandung, is designed to equip future leaders with expertise in marketing, management, business strategy, and an entrepreneurial mindset to drive innovation and career growth.
What sets ENMARK MBA apart is its holistic approach, integrating marketing, finance, and strategy to blend creativity with analytical thinking. Through real-world case studies and hands-on projects, students develop the agility and strategic acumen to excel in today’s dynamic business landscape.
