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FINAL PRESENTATION
POCARI SWEATIN BRIEF    Pocari    Sweat      Soy Joy
BACKGROUNDBased on the analysis, isotonic drink is more suitable todrink during sport activity rather than as a daily drin...
MARKET          PERFORMANCE          RESULTREVENUEMARKET    PENETRATION      STILLSHARE     SHARE73.71% 81.16% PRICE      ...
brand                auditBrand                            Highest                  PrimaryCharacter                      ...
brand              Types of Sport                        audit         40                                      35         ...
MarketingCommunication(Current)
New Marketing                 Communication                 strategyPersonal                Public               Events   ...
ADVERTISIN                       G   NEW TAGLINE:SALESPROMOTION                    GOAL ION!PREMIUM & GIFTS               ...
6cCoverageContributionCommonalityComplementaryVersalitycost
CONCLUSIONS
THANK YOUNI ANNISA NUR ADHAJOSUA SAUTHAFIZ HUDANIALDIAN RAHMANTOJAMES EVAN TUMBUANM. SHERDIAN WILANDRIA
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Final Presentation Brand Management Pocari Sweat

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Final Presentation - Brand Management Course

School of Business and Management, Bandung Institute of Technology

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Final Presentation Brand Management Pocari Sweat

  1. 1. FINAL PRESENTATION
  2. 2. POCARI SWEATIN BRIEF Pocari Sweat Soy Joy
  3. 3. BACKGROUNDBased on the analysis, isotonic drink is more suitable todrink during sport activity rather than as a daily drink.Because sports activities is the largest activity that needion replacementSports activities are the activities associated with healththerefore requires products to keep healthinessPocari Sweat brand positioning is less suitable for dailydrink than the competitor in daily drink productThis is the basic background to determine the appropriatestrategies to be executed according to the target market
  4. 4. MARKET PERFORMANCE RESULTREVENUEMARKET PENETRATION STILLSHARE SHARE73.71% 81.16% PRICE THE PREMIUMPRICE OVERALLELASTICITY CUSTOMER IDR 2.6K MARKET-2.151 SATISFACTION LEADER 58.93%
  5. 5. brand auditBrand Highest PrimaryCharacter Brand1. refreshing Target Value2. Youthful3. Healthy MEN 16-20 Y.O. Sporty IN BIG CITY drinks CURRENT Most favourite TAGLINE Brand ambassador GO ION Jkt48 SAYA +
  6. 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 Sweat3530 14%25 mizone201510 5 76% 0 Fatigon Hydro
  7. 7. MarketingCommunication(Current)
  8. 8. New Marketing Communication strategyPersonal Public Events Relation SportsSelling Entertainment Press kit Street activitiesSales presentation CharityIncentive program SponsorshipFairs and trade shows Community relation Direct lobbying marketing Catalog E-mail
  9. 9. ADVERTISIN G NEW TAGLINE:SALESPROMOTION GOAL ION!PREMIUM & GIFTS ONLINE CAMPAIGNGAMES OR LOTTERIES RADIO CAMPAIGNFAIRS AND TRADE SHOW TV CAMPAIGN PRINT ADS
  10. 10. 6cCoverageContributionCommonalityComplementaryVersalitycost
  11. 11. CONCLUSIONS
  12. 12. THANK YOUNI ANNISA NUR ADHAJOSUA SAUTHAFIZ HUDANIALDIAN RAHMANTOJAMES EVAN TUMBUANM. SHERDIAN WILANDRIA

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