Current market Analysis & SMART Goals

Presented by:Vino Trisvian

POCARI SWEAT

Product Overview

POCARI SWEAT is a mild tasting, refreshing drink which replenishes body fluids lost through perspiration. It is quickly absorbed into the body. It is thus recommended as a beverage for physical activities such as sports and exercise.

The Product Specification

Rp 5.300,- (bottle) 500 mlRp 4.500,- (can ) 330 mlRp 1.400,- (sachet) 15 gr

Pocari Sweat has many kind of choices or alternatives of package, so the customer can choose the package based on their needs, but they only have one taste, it is original taste.

Competitors Comparisons Analysis

MIZONERp. 2.500,-/ 500 ml

Mizone only has one package for the customer, but they have 3 kinds of taste. (Orange Lime. Lecce lemon & Passion Fruit)Mizone is the main competitor of Pocari Sweat.

What are they doing?

Pocari Sweat Mizone

Where are they located?

Generally, in all of the district of Indonesian

Generally, in all of the district of Indonesian

How and where do they advertise?

Television, website, radio Website, television, radio

Any website for support their marketing?

www.pocarisweat.com www.mizone.co.id

How are they doing?Pocari Sweat Mizone

Is their business growing, maintaining or declining?

Maintaining Growing

Can you identify the reasons why their business is moving in one direction or another?

Because pocari sweat is the pioneer of isotonic beverage and as the market leader of isotonic

beverage ( source: http://www.pom.go.id)

Because Mizone is new comer in isotonic beverage and become the strong competitor of Pocari Sweat

Where do you fit in?Pocari Sweat Mizone

Does your the product or service you offer is similar or different with your competitors?

1. Pocari Sweat only has one original taste

2. Pocari sweat has many choiches of package ( 330 ml, 550 ml and sachet (15 gr)

1. Mizone has three kinds of taste, they are passion fruit, orange lime, and lychee lemon

2. Mizone has one size of package , it is only 500 ml.

Is there anything they are doing that you should imitate?

No, because pocari sweat is the pioneer of isotonic beverage

Yes, as the follower of isotonic beverage, they learn from Pocari Sweat

Marketplace AnalysisPocari Sweat

Mizone

What are kinds of your product?

Complementary complementary

How much the price?

Rp. 1400/ Sachet (15 gr) Rp. 4500/ 330 mlRp. 5.300/ 550 ml

Rp. 2500/ 500 ml

Who are your customers?

End user, distributor, agent, retailer

End user, distributor, agent, retailer

Can the customers reach the price?

Yes, it is the normal price

Yes, it is the normal price

Where customers usually get the product?

In the shop In the shop

Does the customers prospect for our product and services?

Yes, Drinking water is not enough to replace the body fluids and minerals lost during sweating., and can consume every day although without many activities.

Actually, the customer only consume this products after their activities, because mizone is for the teenager who has many activities.

Do the place is strategy for selling the product?

Yes, because customers can get the products in everywhere.

yes, because customers can get the products in everywhere.

Marketplace Analysis

Pocari Sweat Mizone

How company will distribute the product to the customer?

They have a good distribution channel ( distributor, agents, retailer)

They have a good distribution channel ( distributor, agents, retailer

Will the place helps the customers to fulfill the needs?

yes, it will help the consumer to fulfill their needs and consumer will be easier to get the products

yes, it will help the consumer to fulfill their needs and consumer will be easier to get the products

Marketplace Analysis

Pocari Sweat Mizone

Brand TBI

Pocari Sweat 53.4 %

Mizone 38.7 %

Vita Zone 4.8 %

Powerade 0.6 %

Optima

Sweat

0.5 %Source: http://www.pom.go.id/

TOP BRAND INDEX Isotonic Beverage Category

Conclusion 1. Based on the analysis of located, advertise and

supporting website, Pocari Sweat and Mizone have the same strategy. Such as website, advertise in television, radio.

2. In Business lifecycle, Pocari Sweat in the level of maintaining because they have strong brand of isotonic beverage as the pioneer of isotonic beverage,and Based on the table of TBI, we can know that Pocari Sweat is the market leader of Isotonic Beverage. But Mizone still in growing level, because as the follower of Pocari Sweat they use many kinds of strategy, start from many kinds of taste, promotional strategy to persuade the customers.

3. Talking about marketing strategy of Pocari Sweat, they use educated marketing communication, it is transfer product knowledge to the customer. It is Drinking water is not enough to replace the body fluids and minerals lost during sweating. Besides, to build the brand awareness, Pocari Sweat also uses advertise in the television. The advertise of Pocari Sweat is different with the competitor. Pocari Sweat put the position as a beverage for physical activities such as sports and and beverage healthy for the family. But, the competitor only put their position as the isotonic beverage for the teenagers who has many activities, here they are not promote this beverage for the family.

4. About the price. Pocari Sweat offer the alternatives for the customer, we can see from the package, from the sachet, 330 ml, and 550 ml, the price is affordable price for the customer and can reach the all of the segmentation, although the taste only original taste. But for the Mizone, they only has one package, the price is Rp. 2.500. although the package of Mizone only one, they have strategy of taste, they have three kind of tastes.

Marketing Goals & SMART Goals

Marketing Goals of Pocari Sweat: Based on the current market analysis, the marketing goals of Pocari Sweat is Maintaning the image of the products.

SMART Goals

1. Spesific : Maintaning the image of the products during at 2010.

2. Measurable : We can see from the rating of Pocari Sweat in TOP BRAND INDEX still in the first place till the end of December 2010.

SMART Goals

3. Achievable: the specific goal can be achieved with the supporting media, such as advertising and ( educated marketing communication for the customer, transfer product knowledge for the customers).

4. Realistic :• man power: • materials : • distribution: Pocari sweat has established

relationship with the international sport event, distribution channel which is established during at 1990.

• machines:• money:5. Timed: The goal can be achieved during at

2010.