final presentation brand management pocari sweat
DESCRIPTION
Final Presentation - Brand Management Course School of Business and Management, Bandung Institute of Technology Report file in another uploadTRANSCRIPT
FINAL PRESENTATION
POCARI SWEATIN BRIEF
Pocari Sweat Soy Joy
BACKGROUNDBased on the analysis, isotonic drink is more suitable to drink during sport activity rather than as a daily drink.
Because sports activities is the largest activity that need ion replacement
Sports activities are the activities associated with health therefore requires products to keep healthiness
Pocari Sweat brand positioning is less suitable for daily drink than the competitor in daily drink product
This is the basic background to determine the appropriate strategies to be executed according to the target market
MARKETPERFORMANCERESULT
REVENUE MARKETSHARE
73.71%
PENETRATIONSHARE
81.16%OVERALLCUSTOMERSATISFACTION
58.93%
PRICEPREMIUM
IDR 2.6KPRICEELASTICITY
-2.151
STILL
THEMARKETLEADER
brandaudit
Brand
Character1. refreshing2. Youthful3. Healthy
PrimaryTargetMEN 16-20 Y.O.IN BIG CITY
CURRENTTAGLINE
GO IONSAYA +
Most favouriteBrand ambassador
Jkt48
HighestBrandValue
Sportydrinks
brandaudit
Ikla
n TV
Billbo
ard
Inte
rnet
Radio
Event
Terse
dia
di to
ko
Koran
/maj
alah
/tabl
oid
0
20
40
60
80
100 Advertizing Awareness
05
10152025303540
Types of Sport
76%
14%
5%5%
Top Of Mind
Pocari SweatmizoneFatigon HydroUC1000 Lemon Water
Prom
osi/I
klan
Rasa
Uni
k
Pione
er/In
ovas
i
Ekskl
usif
Man
faat
Kualit
as te
rjam
in/b
aik
Packa
ging
0102030
Point of Differentiation
MarketingCommunication(Current)
New MarketingCommunicationstrategy
PersonalSellingSales presentationIncentive programFairs and trade shows
PublicRelationPress kitCharitySponsorshipCommunity relationlobbying
EventsSportsEntertainmentStreet activities
Direct marketing
CatalogE-mail
SALESPROMOTION
PREMIUM & GIFTSGAMES OR LOTTERIESFAIRS AND TRADE SHOW
ADVERTISING NEW TAGLINE:
GOAL ION!ONLINE CAMPAIGNRADIO CAMPAIGN
TV CAMPAIGNPRINT ADS
6cCoverageContributionCommonalityComplementaryVersalitycost
CONCLUSIONS
THANK YOUNI ANNISA NUR ADHAJOSUA SAUTHAFIZ HUDANIALDIAN RAHMANTOJAMES EVAN TUMBUANM. SHERDIAN WILANDRIA