Final Presentation - Brand Management Course School of Business and Management, Bandung Institute of Technology Report file in another upload

1. FINAL PRESENTATION

2. POCARI SWEAT
IN BRIEF
Pocari
Sweat Soy Joy

3. BACKGROUND
Based 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

4. MARKET
PERFORMANCE
RESULT
REVENUE
MARKET PENETRATION STILL
SHARE SHARE
73.71% 81.16% PRICE THE
PREMIUM
PRICE OVERALL
ELASTICITY CUSTOMER
IDR 2.6K MARKET
-2.151 SATISFACTION LEADER
58.93%

5. brand
audit
Brand Highest
Primary
Character Brand
1. refreshing Target Value
2. Youthful
3. Healthy
MEN 16-20 Y.O. Sporty
IN BIG CITY drinks
CURRENT Most favourite
TAGLINE Brand ambassador
GO ION Jkt48
SAYA +

6. brand Types of Sport
audit 40
35
30
25
20
90 Advertizing Awareness 15
80
70 10
60 5
50 0
40
30
20
10
0
Top Of Mind
5% 5%
Point of Differentiation Pocari Sweat
35
30 14%
25 mizone
20
15
10
5 76%
0 Fatigon Hydro

7. Marketing
Communication
(Current)

8. New Marketing
Communication
strategy
Personal Public Events
Relation Sports
Selling Entertainment
Press kit Street activities
Sales presentation
Charity
Incentive program
Sponsorship
Fairs and trade shows
Community relation Direct
lobbying marketing
Catalog
E-mail

9. ADVERTISIN
G NEW TAGLINE:
SALES
PROMOTION GOAL ION!
PREMIUM & GIFTS
ONLINE CAMPAIGN
GAMES OR LOTTERIES
RADIO CAMPAIGN
FAIRS AND TRADE SHOW
TV CAMPAIGN
PRINT ADS

10. 6c
Coverage
Contribution
Commonality
Complementary
Versality
cost

11. CONCLUSIONS

12. THANK YOU
NI ANNISA NUR ADHA
JOSUA SAUT
HAFIZ HUDANI
ALDIAN RAHMANTO
JAMES EVAN TUMBUAN
M. SHERDIAN WILANDRIA