Download - Final Report Brand Management Pocari Sweat
Drink Isotonic 86%
Doesn't drink isotonic
14%
Isotonic Drink Consumption
Pocari sweat 84%
Mizone 16%
Isotonic Drink Purchasing within a month
MARKET & BRAND
PENETRATION
CUSTOMER SATISFACTION
CUSTOMER LOYALTY
BRAND AWARENESS
POCARI SWEAT 63.7%
MIZONE 22.4%
POWERADE 3,4%
Others 10.5%
PRICE PREMIUM
Price Premium
Merek Harga Pocari Sweat Rp7.000
Mizone Rp3.500
Powerade Rp5.500
Vitazone Rp4.000
Fatigon Hydro Rp4.000
UC 1000 Lemon Water Rp5.000
Average Price Rp4.400
Premium price Rp2.600
PRICE ELASTICITY
ANALYSIS
BRAND AUDIT
Market Analysis Worksheet
Category Analysis Isotonic Drink (Pocari Sweat)
Segment Description Estimated revenue 2 Billion
Rupiahs (20% increase from
2011).
Current and Emerging Trends Isotonic, sporty, and body fluid
replacement drink.
Estimated Profit Potential of
Trends
Estimated 80% from total profit
based on questionnaire.
Trend needs not being met Regular drink, difference taste,
and medicine (For disease that
reduce a lot of body fluids such
as diarhea).
BRAND EXPLORATORY
92%
8%
Gender
Pria
Wanita
0% 1%
51% 35%
8%
5% Age
10 - 15 tahun
16 - 20 tahun
21 - 25 tahun
26 - 30 tahun
31 - 35 tahun
72%
6%
14%
8%
Occupation
mahasiswa
siswa
karyawan
wiraswasta
42%
35%
13%
10%
Salary
0 - 2 juta
2 - 4 juta
4 - 6 juta
<6 juta
0
10
20
30
40
50
60
Types of Sport
76%
14%
5%
5%
Top Of Mind
Pocari Sweat
mizone
Fatigon Hydro
UC1000 Lemon Water
23%
22%
12%
14%
18%
11%
Brand Awareness (Aided)
Pocari Sweat
Mizone
Powerade
Fatigon Hydro
Lemon Water
Vitazone
39%
29%
2%
13%
2% 11%
4%
Brand Image
Pengganti ion tubuh
Menyegarkan
Sporty
Tagline&Ambassador
Healthy
Rasa Unik
Packaging
0 5
10 15 20 25 30 35
Point of Differentiation
0
10
20
30
40
50
60
Saya + Pocari Sweat
Go Ion Youth, Sweat, Beautiful
Minuman pengganti ion
tubuh
Tagline Awareness
0 10 20 30 40 50 60 70 80 90
Advertizing Awareness
60%
37%
3%
The Most Favourite Brand Ambassador
jkt 48
Irfan bachdim
love letter
60%
40%
Mengikuti Kejuaraan Futsal
pernah tidak pernah
0
5
10
15
20
25
Alasan ikut kompetisi
Brand Communication kit
Criteria Mean (Rata2)
Cara iklan Pocari Sweat yang ditampilkan unik dan menarik 4.037974684
Bintang iklan yang ditampilkan unik dan menarik 4.037974684
Packaging pocari sweat unik dan menarik 4.088607595
Botol pocari sweat nyaman untuk dibawa kemana-mana 3.620253165
Botol pocari sweat sangat nyaman untuk digenggam(ergonomis) 3.82278481
Packaging pocari sweat memberi kesan produk yang berkualitas 3.797468354
Packaging pocari sweat memberi kesan produk yang aman untuk dikonsumsi 4.126582278
Volume/isi dari pocari sweat sesuai dengan kebutuhan saya 4.151898734
Logo pocari sweat unik dan menarik 3.772151899
Logo pocari sweat mudah untuk dikenali 3.544303797
Rasa dan aroma pocari sweat berbeda dengan produk lain 3.860759494
rasa pocari sweat cocok dengan selera saya 3.987341772
saya tidak bosan dengan 1 varian rasa pocari sweat 3.708860759
Rasa pocari sweat menyegarkan 3.810126582
Setelah meminum pocari sweat dapat menghilangkan rasa haus 4
Dari sisi harga, pocari sweat merupakan produk yang eksklusif 4.037974684
harga pocari sweat di semua tempat penjualan sama 3.898734177
setelah mengkonsumsi pocari sweat saya merasah sehat 3.202531646
setelah mengkonsumsi pocari sweat saya merasah segar 3.607594937
Pocari sweat cocok dikonsumsi anak muda 3.835443038
Pocari sweat cocok dikonsumsi oleh orang yang aktif beraktivitas 3.987341772
Pocari sweat cocok dikonsumsi oleh olahragawan 4.202531646
Pocari sweat cocok dikonsumsi oleh kalangan menengah ke atas 4.379746835
Pocari sweat cocok dikonsumsi oleh orang yang mengikuti perkembangan zaman 3.658227848
Pocari sweat cocok dikonsumsi oleh orang yang peduli dengan kesehatan 3.481012658
saya mengkonsumsi pocari sweat untuk kesehatan 3.924050633
saya mengkonsumsi pocari sweat untuk life style 3.632911392
Pocari sweat communication kit
This is the latest billboard pocari sweat with tagline youth, sweat, beautiful.
Pocari Sweat Ionpolis Billboard Become MURI AWARD as The Largest Barcode
Below the Line
Competitor Communication
MARKETING COMMUNICATION
Personal Selling Pocari Sweat
PUBLIC RELATION
Direct Marketing
Sales Promotion
Introducing the new tagline: Goal-Ion
TV Campaign
Radio Campaign
Online Campaign
Campaign Where When Content
TVC RCTI SCTV Trans TV
First Half 2013 Introducing new tagline “Bermain bola bareng temen bisa bikin cairan tubuhmu berkurang” Promotion as the official partner of AFC 2013
Second Half 2013 Futsal Championship
First Half 2014 “Nonton bola bareng temen bisa bikin cairan tubuhmu berkurang”
Blog Blogspot, Wordpress, Blogger
Middle 2013 Promote Futsal Championship
End 2013 Review about Futsal Championship
Moving Ad Goal.com Kaskus.co.id
Whole 2013 and 2014 Link to pocari sweat futsal championship
Radio Local station Prambors 99ers Oz Radio DJFM Surabaya
2013 Promote Futsal Championship Promote “Bermain bola bareng temen bisa bikin cairan tubuhmu berkurang”
2014 “Nonton bola bareng temen bisa bikin cairan tubuhmu berkurang”
Print Magazine Tabloid Bola Tabloid Score
2013 “Bermain bola bareng temen bisa bikin cairan tubuhmu berkurang”
2014 “Nonton bola bareng temen bisa bikin cairan tubuhmu berkurang” Futsal Championship
Print Posters 240 previous schools in 16 cities
Beginning 2013 Futsal Championship
End 2013 “Bermain bola bareng temen bisa bikin cairan tubuhmu berkurang”
Middle of 2014 “Nonton bola bareng temen bisa bikin cairan tubuhmu berkurang”
Sales promo trough futsal field
3 futsal places per town where the final of futsal championship place
2013 Promo play 2 hours get one 2 litter Pocari Sweat for free
2014 Promo Futsal Place name + Pocari Sweat
Sales promo trough High School and
240 previous high school in 16 city
2013 Come to some schools to promote about the
Print Campaign
University Add more 60 high school and 4 cities
event
Display on supermarket or futsal places
Futsal places Indomart Alfamart Circle K Carefour
2013 Display looks like a goalpost
2014 Display looks like a family watching a football through TV
Guerilla Marketing Middle of City where futsal Championship final is taking place
2013, 2014, and everytime pocari sweat futsal championship
Display looks like a bus stop is changed into goal post