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