Final Presentation Brand Management Pocari Sweat

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

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alah

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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

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Pione

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Ekskl

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Man

faat

Kualit

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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