{"id":6269,"date":"2026-02-20T08:32:51","date_gmt":"2026-02-20T01:32:51","guid":{"rendered":"https:\/\/markplusinstitute.com\/explore\/?p=6269"},"modified":"2026-03-17T21:17:02","modified_gmt":"2026-03-17T14:17:02","slug":"entrepreneurial-marketing-terve-chocolate","status":"publish","type":"post","link":"https:\/\/markplusinstitute.com\/explore\/entrepreneurial-marketing-terve-chocolate\/","title":{"rendered":"Business Immersion: Terve Chocolate Case by Entrepreneurial Marketing MBA Students in Collaboration with SBM ITB"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Terve Chocolate<\/strong><\/a> is an <strong>Indonesian premium chocolate<\/strong> company that aims to deliver high-quality single-origin products while celebrating Indonesia\u2019s rich cacao heritage. <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a> 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: <strong>Health Planners<\/strong>, who purchase dark chocolate for personal consumption as a healthier snack option, and <strong>Meaningful Gifters<\/strong>, who choose premium chocolate as a thoughtful gift for special occasions.<\/p>\n\n\n<style>.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-sm, 1rem);row-gap:var(--global-kb-gap-sm, 1rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);}.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap > div:not(.added-for-specificity){grid-column:initial;}.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap{grid-template-columns:repeat(3, minmax(0, 1fr));}.kb-row-layout-id6269_c4e1a1-60 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap > div:not(.added-for-specificity){grid-column:initial;}}@media all and (max-width: 1024px){.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap{grid-template-columns:repeat(3, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap > div:not(.added-for-specificity){grid-column:initial;}.kb-row-layout-id6269_c4e1a1-60 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id6269_c4e1a1-60 alignnone wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-3-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column6269_adbe09-f2 > .kt-inside-inner-col,.kadence-column6269_adbe09-f2 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column6269_adbe09-f2 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column6269_adbe09-f2 > .kt-inside-inner-col{flex-direction:column;}.kadence-column6269_adbe09-f2 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column6269_adbe09-f2 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column6269_adbe09-f2{position:relative;}@media all and (max-width: 1024px){.kadence-column6269_adbe09-f2 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column6269_adbe09-f2 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column6269_adbe09-f2\"><div class=\"kt-inside-inner-col\"><style>.kb-image6269_9da8d6-b9 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-kadence-image kb-image6269_9da8d6-b9\"><figure class=\"aligncenter size-large kb-image-is-ratio-size\"><div class=\"kb-is-ratio-image kb-image-ratio-port34\"><img decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-2-Variant-Product-Terve-Chocolate-Strawberry-Dubai-Bowl-Pistachio-Gelato-819x1024.webp\" alt=\"\" class=\"kb-img wp-image-6336\" srcset=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-2-Variant-Product-Terve-Chocolate-Strawberry-Dubai-Bowl-Pistachio-Gelato-819x1024.webp 819w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-2-Variant-Product-Terve-Chocolate-Strawberry-Dubai-Bowl-Pistachio-Gelato-240x300.webp 240w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-2-Variant-Product-Terve-Chocolate-Strawberry-Dubai-Bowl-Pistachio-Gelato-768x960.webp 768w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-2-Variant-Product-Terve-Chocolate-Strawberry-Dubai-Bowl-Pistachio-Gelato.webp 1080w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><\/div><\/figure><\/div>\n<\/div><\/div>\n\n\n<style>.kadence-column6269_8c6e2e-d6 > .kt-inside-inner-col,.kadence-column6269_8c6e2e-d6 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column6269_8c6e2e-d6 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column6269_8c6e2e-d6 > .kt-inside-inner-col{flex-direction:column;}.kadence-column6269_8c6e2e-d6 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column6269_8c6e2e-d6 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column6269_8c6e2e-d6{position:relative;}@media all and (max-width: 1024px){.kadence-column6269_8c6e2e-d6 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column6269_8c6e2e-d6 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column6269_8c6e2e-d6\"><div class=\"kt-inside-inner-col\"><style>.kb-image6269_df0dd3-02 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-kadence-image kb-image6269_df0dd3-02\"><figure class=\"aligncenter size-large kb-image-is-ratio-size\"><div class=\"kb-is-ratio-image kb-image-ratio-port34\"><img decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-3-Variant-Product-Terve-Chocolate-Dubai-Chocolate-Dates-819x1024.webp\" alt=\"\" class=\"kb-img wp-image-6337\" srcset=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-3-Variant-Product-Terve-Chocolate-Dubai-Chocolate-Dates-819x1024.webp 819w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-3-Variant-Product-Terve-Chocolate-Dubai-Chocolate-Dates-240x300.webp 240w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-3-Variant-Product-Terve-Chocolate-Dubai-Chocolate-Dates-768x960.webp 768w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-3-Variant-Product-Terve-Chocolate-Dubai-Chocolate-Dates.webp 1080w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><\/div><figcaption>Variant Product Terve Chocolate<\/figcaption><\/figure><\/div>\n<\/div><\/div>\n\n\n<style>.kadence-column6269_0a1869-d9 > .kt-inside-inner-col,.kadence-column6269_0a1869-d9 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column6269_0a1869-d9 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column6269_0a1869-d9 > .kt-inside-inner-col{flex-direction:column;}.kadence-column6269_0a1869-d9 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column6269_0a1869-d9 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column6269_0a1869-d9{position:relative;}@media all and (max-width: 1024px){.kadence-column6269_0a1869-d9 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column6269_0a1869-d9 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column6269_0a1869-d9\"><div class=\"kt-inside-inner-col\"><style>.kb-image6269_aabbf0-36 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-kadence-image kb-image6269_aabbf0-36\"><figure class=\"aligncenter size-large kb-image-is-ratio-size\"><div class=\"kb-is-ratio-image kb-image-ratio-port34\"><img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-4-Variant-Product-Terve-Chocolate-Bonbons-1024x1024.webp\" alt=\"\" class=\"kb-img wp-image-6338\" srcset=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-4-Variant-Product-Terve-Chocolate-Bonbons-1024x1024.webp 1024w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-4-Variant-Product-Terve-Chocolate-Bonbons-300x300.webp 300w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-4-Variant-Product-Terve-Chocolate-Bonbons-150x150.webp 150w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-4-Variant-Product-Terve-Chocolate-Bonbons-768x768.webp 768w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Gambar-4-Variant-Product-Terve-Chocolate-Bonbons.webp 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/div><\/figure><\/div>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a> offers a wide range of premium chocolate products crafted to suit various tastes and occasions. Its main product lineup includes rich <strong>dark chocolate<\/strong>, smooth <strong>milk chocolate<\/strong>, and creamy <strong>white chocolate<\/strong>, all made with a strong emphasis on quality ingredients and craftsmanship. In addition, <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a> presents more indulgent selections such as <strong>fancy chocolates, truffle chocolates, and bonbons<\/strong>, which are designed for refined palates and special moments.<\/p>\n\n\n<style>.kb-image6269_5436bc-40.kb-image-is-ratio-size, .kb-image6269_5436bc-40 .kb-image-is-ratio-size{max-width:540px;width:100%;}.wp-block-kadence-column > .kt-inside-inner-col > .kb-image6269_5436bc-40.kb-image-is-ratio-size, .wp-block-kadence-column > .kt-inside-inner-col > .kb-image6269_5436bc-40 .kb-image-is-ratio-size{align-self:unset;}.kb-image6269_5436bc-40 figure{max-width:540px;}.kb-image6269_5436bc-40 .image-is-svg, .kb-image6269_5436bc-40 .image-is-svg img{width:100%;}.kb-image6269_5436bc-40 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-kadence-image kb-image6269_5436bc-40\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"418\" src=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.01.39-1024x418.png\" alt=\"\" class=\"kb-img wp-image-6359\" srcset=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.01.39-1024x418.png 1024w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.01.39-300x123.png 300w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.01.39-768x314.png 768w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.01.39.png 1160w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/markplusinstitute.com\/explore\/entrepreneurial-marketing-terve-chocolate\/#Problem_Identification\" >Problem Identification<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/markplusinstitute.com\/explore\/entrepreneurial-marketing-terve-chocolate\/#Solution\" >Solution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/markplusinstitute.com\/explore\/entrepreneurial-marketing-terve-chocolate\/#Implementation_Plan\" >Implementation Plan<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/markplusinstitute.com\/explore\/entrepreneurial-marketing-terve-chocolate\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/markplusinstitute.com\/explore\/entrepreneurial-marketing-terve-chocolate\/#Contributors\" >Contributors<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Problem_Identification\"><\/span>Problem Identification<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The online survey was distributed to assess the brand awareness and initial discovery channels of <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a> and here\u2019s the result.<\/p>\n\n\n<style>.kb-image6269_717520-a3.kb-image-is-ratio-size, .kb-image6269_717520-a3 .kb-image-is-ratio-size{max-width:520px;width:100%;}.wp-block-kadence-column > .kt-inside-inner-col > .kb-image6269_717520-a3.kb-image-is-ratio-size, .wp-block-kadence-column > .kt-inside-inner-col > .kb-image6269_717520-a3 .kb-image-is-ratio-size{align-self:unset;}.kb-image6269_717520-a3 figure{max-width:520px;}.kb-image6269_717520-a3 .image-is-svg, .kb-image6269_717520-a3 .image-is-svg img{width:100%;}.kb-image6269_717520-a3 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-kadence-image kb-image6269_717520-a3\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"342\" src=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.03.31-1024x342.png\" alt=\"\" class=\"kb-img wp-image-6360\" srcset=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.03.31-1024x342.png 1024w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.03.31-300x100.png 300w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.03.31-768x257.png 768w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.03.31.png 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Based on the survey results, <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a> demonstrates a relatively high level of brand awareness, with <strong>79.4%<\/strong> of respondents (27 out of 34) stating that they <strong>have heard of the brand<\/strong>. The findings also indicate that most respondents became aware of <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate <\/a>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.<\/p>\n\n\n<style>.kb-image6269_488253-60.kb-image-is-ratio-size, .kb-image6269_488253-60 .kb-image-is-ratio-size{max-width:520px;width:100%;}.wp-block-kadence-column > .kt-inside-inner-col > .kb-image6269_488253-60.kb-image-is-ratio-size, .wp-block-kadence-column > .kt-inside-inner-col > .kb-image6269_488253-60 .kb-image-is-ratio-size{align-self:unset;}.kb-image6269_488253-60 figure{max-width:520px;}.kb-image6269_488253-60 .image-is-svg, .kb-image6269_488253-60 .image-is-svg img{width:100%;}.kb-image6269_488253-60 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-kadence-image kb-image6269_488253-60\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"306\" src=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.05.12-1024x306.png\" alt=\"\" class=\"kb-img wp-image-6361\" srcset=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.05.12-1024x306.png 1024w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.05.12-300x90.png 300w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.05.12-768x229.png 768w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.05.12.png 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The results indicate that more than half of the respondents (78.9%) have purchased <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a>, 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of the result survey, an analysis of Terve Chocolate\u2019s performance from January to July 2025 reveals three major problems that the company is currently facing.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Declining Turnover of The KBP Store<\/strong><br>The KBP store, as the company\u2019s 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\u2019s long-term sustainability, particularly considering the significant production and operational investments required to maintain the outlet.<\/li>\n\n\n\n<li><strong>The Limited But Growing Performance of The Braga Store<\/strong><br>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.<\/li>\n\n\n\n<li><strong>The Sharp Decline In Online Sales<\/strong><br>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:<br>&#8211; Customer interest in purchasing Dubai Chocolate decreased as the trend faded.<br>&#8211; The product\u2019s target audience differed from Terve Chocolate\u2019s core <strong>Single Origin<\/strong> customer segment and was not clearly differentiated.<br>&#8211; During the viral period, the brand shifted its focus toward trend-driven audiences outside its original target market.<br>&#8211; Customer segmentation and insights were not sufficiently updated to adapt to the changing audience.<br>&#8211; The <strong>STP (Segmentation, Targeting, Positioning)<\/strong> strategy was not clearly differentiated between viral products and core offerings, resulting in ineffective targeting and declining online engagement.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Solution\"><\/span>Solution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">From the discussion, our group proposes four solutions that can be implemented by <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a>.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Dual-Track Product Strategy<\/strong><br>This initiative separates Terve Chocolate\u2019s 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.<\/li>\n\n\n\n<li><strong>5A-based Content &amp; Influencer Strategy<\/strong><br>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.<\/li>\n\n\n\n<li><strong>Customer Relationship Management System<\/strong><br>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, <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a> can segment buyers, personalize communication, and encourage repeat purchases. This shifts the online channel from transaction-driven<\/li>\n\n\n\n<li><strong>Omnichannel Integration &amp; E-Commerce Optimization<\/strong><br>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.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Implementation_Plan\"><\/span>Implementation Plan<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<style>.kb-image6269_94703d-97.kb-image-is-ratio-size, .kb-image6269_94703d-97 .kb-image-is-ratio-size{max-width:680px;width:100%;}.wp-block-kadence-column > .kt-inside-inner-col > .kb-image6269_94703d-97.kb-image-is-ratio-size, .wp-block-kadence-column > .kt-inside-inner-col > .kb-image6269_94703d-97 .kb-image-is-ratio-size{align-self:unset;}.kb-image6269_94703d-97 figure{max-width:680px;}.kb-image6269_94703d-97 .image-is-svg, .kb-image6269_94703d-97 .image-is-svg img{width:100%;}.kb-image6269_94703d-97 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-kadence-image kb-image6269_94703d-97\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"331\" src=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.12.25-1024x331.png\" alt=\"\" class=\"kb-img wp-image-6362\" srcset=\"https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.12.25-1024x331.png 1024w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.12.25-300x97.png 300w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.12.25-768x248.png 768w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.12.25-1536x496.png 1536w, https:\/\/markplusinstitute.com\/explore\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-19-at-16.12.25.png 1778w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In conclusion, Terve Chocolate\u2019s 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\u2019s focus and weakened online engagement. Therefore, sustainable recovery for <a href=\"https:\/\/tervechocolate.com\/\" target=\"_blank\" rel=\"noopener\">Terve Chocolate<\/a> requires clearer market segmentation, more consistent brand positioning, and a disciplined digital strategy that aligns with the brand\u2019s long-term values and objectives.<\/p>\n\n\n<style>.wp-block-kadence-advancedbtn.kb-btns6269_18ce23-a5{gap:var(--global-kb-gap-xs, 0.5rem );justify-content:center;align-items:center;}.kt-btns6269_18ce23-a5 .kt-button{font-weight:normal;font-style:normal;}.kt-btns6269_18ce23-a5 .kt-btn-wrap-0{margin-right:5px;}.wp-block-kadence-advancedbtn.kt-btns6269_18ce23-a5 .kt-btn-wrap-0 .kt-button{color:#555555;border-color:#555555;}.wp-block-kadence-advancedbtn.kt-btns6269_18ce23-a5 .kt-btn-wrap-0 .kt-button:hover, .wp-block-kadence-advancedbtn.kt-btns6269_18ce23-a5 .kt-btn-wrap-0 .kt-button:focus{color:#ffffff;border-color:#444444;}.wp-block-kadence-advancedbtn.kt-btns6269_18ce23-a5 .kt-btn-wrap-0 .kt-button::before{display:none;}.wp-block-kadence-advancedbtn.kt-btns6269_18ce23-a5 .kt-btn-wrap-0 .kt-button:hover, .wp-block-kadence-advancedbtn.kt-btns6269_18ce23-a5 .kt-btn-wrap-0 .kt-button:focus{background:#444444;}<\/style>\n<div class=\"wp-block-kadence-advancedbtn kb-buttons-wrap kb-btns6269_18ce23-a5\"><style>ul.menu .wp-block-kadence-advancedbtn .kb-btn6269_e78388-b3.kb-button{width:initial;}<\/style><a class=\"kb-button kt-button button kb-btn6269_e78388-b3 kt-btn-size-standard kt-btn-width-type-auto kb-btn-global-fill kt-btn-has-text-true kt-btn-has-svg-false wp-block-kadence-singlebtn\" href=\"https:\/\/heyzine.com\/flip-book\/b2b95c6a7a.html\" target=\"_blank\" rel=\"noopener\"><span class=\"kt-btn-inner-text\">For more detailed results from this case study, read the full report here<\/span><\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Contributors\"><\/span>Contributors<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:var(--wp--preset--spacing--20);padding-top:0;padding-right:0;padding-bottom:0;padding-left:0\"><strong>This is a Business Immersion article researched and written by Group 3 of the <a href=\"https:\/\/markplusinstitute.com\/entrepreneurial-marketing-mba\/\">Entrepreneurial Marketing MBA (ENMARK MBA)<\/a> Batch 3, consisting of:<\/strong><\/p>\n\n\n<style>.wp-block-kadence-iconlist.kt-svg-icon-list-items6269_75b537-74:not(.this-stops-third-party-issues){margin-top:0px;margin-bottom:0px;}.wp-block-kadence-iconlist.kt-svg-icon-list-items6269_75b537-74 ul.kt-svg-icon-list:not(.this-prevents-issues):not(.this-stops-third-party-issues):not(.tijsloc){margin-top:0px;margin-right:0px;margin-bottom:var(--global-kb-spacing-sm, 1.5rem);margin-left:0px;}.wp-block-kadence-iconlist.kt-svg-icon-list-items6269_75b537-74 ul.kt-svg-icon-list{grid-row-gap:5px;}.wp-block-kadence-iconlist.kt-svg-icon-list-items6269_75b537-74 ul.kt-svg-icon-list .kt-svg-icon-list-item-wrap .kt-svg-icon-list-single{margin-right:10px;}.kt-svg-icon-list-items6269_75b537-74 ul.kt-svg-icon-list .kt-svg-icon-list-level-0 .kt-svg-icon-list-single svg{font-size:20px;}<\/style>\n<div class=\"wp-block-kadence-iconlist kt-svg-icon-list-items kt-svg-icon-list-items6269_75b537-74 kt-svg-icon-list-columns-1 alignnone\"><ul class=\"kt-svg-icon-list\"><style>.kt-svg-icon-list-item-6269_9c85d5-cb .kt-svg-icon-list-text mark.kt-highlight{background-color:unset;font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-6269_9c85d5-cb\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fe_checkCircle kt-svg-icon-list-single\"><svg viewBox=\"0 0 24 24\"  fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M22 11.08V12a10 10 0 1 1-5.93-9.14\"\/><polyline points=\"22 4 12 14.01 9 11.01\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Dhaffin Rial Nanda Putra<\/span><\/li>\n\n\n<style>.kt-svg-icon-list-item-6269_4bb107-37 .kt-svg-icon-list-text mark.kt-highlight{background-color:unset;font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-6269_4bb107-37\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fe_checkCircle kt-svg-icon-list-single\"><svg viewBox=\"0 0 24 24\"  fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M22 11.08V12a10 10 0 1 1-5.93-9.14\"\/><polyline points=\"22 4 12 14.01 9 11.01\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Dhimas Aditya Zulhajmi<\/span><\/li>\n\n\n<style>.kt-svg-icon-list-item-6269_005f24-0e .kt-svg-icon-list-text mark.kt-highlight{background-color:unset;font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-6269_005f24-0e\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fe_checkCircle kt-svg-icon-list-single\"><svg viewBox=\"0 0 24 24\"  fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M22 11.08V12a10 10 0 1 1-5.93-9.14\"\/><polyline points=\"22 4 12 14.01 9 11.01\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Fitra Yudanilesta S. H.<\/span><\/li>\n\n\n<style>.kt-svg-icon-list-item-6269_40b3bf-6f .kt-svg-icon-list-text mark.kt-highlight{background-color:unset;font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<li class=\"wp-block-kadence-listitem kt-svg-icon-list-item-wrap kt-svg-icon-list-item-6269_40b3bf-6f\"><span class=\"kb-svg-icon-wrap kb-svg-icon-fe_checkCircle kt-svg-icon-list-single\"><svg viewBox=\"0 0 24 24\"  fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><path d=\"M22 11.08V12a10 10 0 1 1-5.93-9.14\"\/><polyline points=\"22 4 12 14.01 9 11.01\"\/><\/svg><\/span><span class=\"kt-svg-icon-list-text\">Rania Alicya<\/span><\/li>\n<\/ul><\/div>\n\n\n\n<p class=\"has-theme-palette-4-color has-text-color has-link-color wp-elements-14ddb0db8aa6ed13e3329ffae2e18828 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;font-size:12px\">Business Immersion is a key component of the <a href=\"https:\/\/markplusinstitute.com\/entrepreneurial-marketing-mba\/\"><strong>Entrepreneurial Marketing MBA (ENMARK MBA)<\/strong><\/a> 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.<\/p>\n\n\n\n<p class=\"has-theme-palette-4-color has-text-color has-link-color wp-elements-5d43c0b2d0a90a0768c2fd3b31a480a7 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;font-size:12px\">\u2014<\/p>\n\n\n\n<p class=\"has-theme-palette-4-color has-text-color has-link-color wp-elements-4b38f611611c6516d40ec4793bb4e9bf wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;font-size:12px\"><strong><a href=\"https:\/\/markplusinstitute.com\/entrepreneurial-marketing-mba\/\">Entrepreneurial Marketing MBA (ENMARK MBA)<\/a><\/strong>, a collaboration between <strong>MarkPlus Institute<\/strong> and <strong><a href=\"https:\/\/www.sbm.itb.ac.id\/academic-programs\/mba\/jakarta-campus\/entrepreneurialmarketing-mba\/\" target=\"_blank\" rel=\"noopener\">School of Business and Management Institut Teknologi Bandung<\/a><\/strong>, is designed to equip future leaders with expertise in marketing, management, business strategy, and an entrepreneurial mindset to drive innovation and career growth.<\/p>\n\n\n\n<p class=\"has-theme-palette-4-color has-text-color has-link-color wp-elements-55b68e7557efaaf59545104ed7ad9fad wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;font-size:12px\">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\u2019s dynamic business landscape.<\/p>\n","protected":false},"excerpt":{"rendered":"Terve Chocolate is an Indonesian premium chocolate company that aims to deliver high-quality single-origin products while celebrating Indonesia\u2019s&hellip;","protected":false},"author":1,"featured_media":6385,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":25,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","footnotes":""},"categories":[571],"tags":[529,210],"class_list":["post-6269","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business-immersion","tag-entrepreneurial-marketing-mba-2","tag-program-magister","cs-entry"],"_links":{"self":[{"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/posts\/6269","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/comments?post=6269"}],"version-history":[{"count":0,"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/posts\/6269\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/media\/6385"}],"wp:attachment":[{"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/media?parent=6269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/categories?post=6269"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/markplusinstitute.com\/explore\/wp-json\/wp\/v2\/tags?post=6269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}