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Isotonic Drink ConsumptionDoesnt drink              Drink Isotonic  isotonic                     86%    14%Isotonic Drink ...
MARKET & BRANDPENETRATIONCUSTOMER SATISFACTION
CUSTOMER LOYALTY     
  BRAND AWARENESSPOCARI SWEAT 63.7%MIZONE 22.4%POWERADE 3,4%Others 10.5%
PRICE PREMIUM                      Price PremiumMerek                   HargaPocari Sweat                    Rp7.000Mizone...
      ANALYSIS
BRAND AUDITMarket Analysis WorksheetCategory Analysis               Isotonic Drink (Pocari Sweat)Segment Description      ...
5%                          Age                   0%    1%             8%                                             10 -...
Salary           10%                          0 - 2 juta     13%                    42%   2 - 4 juta                      ...
Top Of Mind 5%        5%                            Pocari Sweat14%                            mizone                     ...
Brand Image                      4%                                         Pengganti ion tubuh      2%        11%        ...
Tagline Awareness605040302010 0     Saya + Pocari         Go Ion        Youth, Sweat,     Minuman        Sweat            ...
Mengikuti Kejuaraan Futsal            pernah   tidak pernah           40%                           60%25201510           ...
Criteria                                                                     Mean (Rata2)Cara iklan Pocari Sweat yang dita...
Pocari sweat communication kit
This is the latest billboard pocari sweat with tagline youth,sweat, beautiful.                                            ...
Below the LineCompetitor Communication



            
MARKETING COMMUNICATIONPersonal Selling Pocari Sweat
PUBLIC RELATION                                                              

                   Direct MarketingSales Promotion
Introducing the new tagline: Goal-IonTV Campaign
Radio Campaign
Online Campaign
Campaign             Where                       When                  ContentTVC                  RCTI                   ...
University                                                                event                         Add more 60 high  ...
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
Final Report Brand Management Pocari Sweat
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Final Report Brand Management Pocari Sweat

Final Report - Brand Management Course

School of Business and Management, Bandung Institute of Technology

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Final Report Brand Management Pocari Sweat

  1. 1. Isotonic Drink ConsumptionDoesnt drink Drink Isotonic isotonic 86% 14%Isotonic Drink Purchasing within a month Mizone Pocari sweat 16% 84%
  2. 2. MARKET & BRANDPENETRATIONCUSTOMER SATISFACTION
  3. 3. CUSTOMER LOYALTY     
  4. 4.  BRAND AWARENESSPOCARI SWEAT 63.7%MIZONE 22.4%POWERADE 3,4%Others 10.5%
  5. 5. PRICE PREMIUM Price PremiumMerek HargaPocari Sweat Rp7.000Mizone Rp3.500Powerade Rp5.500Vitazone Rp4.000Fatigon Hydro Rp4.000UC 1000 Lemon Water Rp5.000Average Price Rp4.400Premium price Rp2.600PRICE ELASTICITY 
  6. 6.    ANALYSIS
  7. 7. BRAND AUDITMarket Analysis WorksheetCategory 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 Estimated 80% from total profitTrends 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 Gender 8% Pria Wanita 92%
  8. 8. 5% Age 0% 1% 8% 10 - 15 tahun 16 - 20 tahun 21 - 25 tahun 35% 51% 26 - 30 tahun 31 - 35 tahun Occupation 8% 14% mahasiswa siswa6% karyawan 72% wiraswasta
  9. 9. Salary 10% 0 - 2 juta 13% 42% 2 - 4 juta 4 - 6 juta 35% <6 juta Types of Sport605040302010 0
  10. 10. Top Of Mind 5% 5% Pocari Sweat14% mizone Fatigon Hydro UC1000 Lemon Water 76%Brand Awareness (Aided) 11% Pocari Sweat 23% Mizone 18% Powerade Fatigon Hydro 14% 22% Lemon Water 12% Vitazone
  11. 11. Brand Image 4% Pengganti ion tubuh 2% 11% Menyegarkan 39% Sporty 13% Tagline&Ambassador Healthy 2% Rasa Unik 29% Packaging Point of Differentiation353025201510 5 0
  12. 12. Tagline Awareness605040302010 0 Saya + Pocari Go Ion Youth, Sweat, Minuman Sweat Beautiful pengganti ion tubuh Advertizing Awareness908070605040302010 0 The Most Favourite Brand Ambassador 3% jkt 48 37% Irfan bachdim 60% love letter
  13. 13. Mengikuti Kejuaraan Futsal pernah tidak pernah 40% 60%25201510 Alasan5 ikut kompetisi0
  14. 14. Criteria Mean (Rata2)Cara iklan Pocari Sweat yang ditampilkan unik dan menarik 4.037974684Bintang iklan yang ditampilkan unik dan menarik 4.037974684Packaging pocari sweat unik dan menarik 4.088607595Botol pocari sweat nyaman untuk dibawa kemana-mana 3.620253165Botol pocari sweat sangat nyaman untuk digenggam(ergonomis) 3.82278481Packaging pocari sweat memberi kesan produk yang berkualitas 3.797468354Packaging pocari sweat memberi kesan produk yang aman untuk dikonsumsi 4.126582278Volume/isi dari pocari sweat sesuai dengan kebutuhan saya 4.151898734Logo pocari sweat unik dan menarik 3.772151899Logo pocari sweat mudah untuk dikenali 3.544303797Rasa dan aroma pocari sweat berbeda dengan produk lain 3.860759494rasa pocari sweat cocok dengan selera saya 3.987341772saya tidak bosan dengan 1 varian rasa pocari sweat 3.708860759Rasa pocari sweat menyegarkan 3.810126582Setelah meminum pocari sweat dapat menghilangkan rasa haus 4Dari sisi harga, pocari sweat merupakan produk yang eksklusif 4.037974684harga pocari sweat di semua tempat penjualan sama 3.898734177setelah mengkonsumsi pocari sweat saya merasah sehat 3.202531646setelah mengkonsumsi pocari sweat saya merasah segar 3.607594937Pocari sweat cocok dikonsumsi anak muda 3.835443038Pocari sweat cocok dikonsumsi oleh orang yang aktif beraktivitas 3.987341772Pocari sweat cocok dikonsumsi oleh olahragawan 4.202531646Pocari sweat cocok dikonsumsi oleh kalangan menengah ke atas 4.379746835Pocari sweat cocok dikonsumsi oleh orang yang mengikuti perkembangan zaman 3.658227848Pocari sweat cocok dikonsumsi oleh orang yang peduli dengan kesehatan 3.481012658saya mengkonsumsi pocari sweat untuk kesehatan 3.924050633saya mengkonsumsi pocari sweat untuk life style 3.632911392Brand Communication kit
  15. 15. Pocari sweat communication kit
  16. 16. This is the latest billboard pocari sweat with tagline youth,sweat, beautiful. Pocari Sweat Ionpolis Billboard Become MURI AWARD as The Largest Barcode
  17. 17. Below the LineCompetitor Communication
  18. 18.
  19. 19. 
  20. 20. 
  21. 21.   
  22. 22. MARKETING COMMUNICATIONPersonal Selling Pocari Sweat
  23. 23. PUBLIC RELATION      
  24. 24. 
  25. 25.  Direct MarketingSales Promotion
  26. 26. Introducing the new tagline: Goal-IonTV Campaign
  27. 27. Radio Campaign
  28. 28. Online Campaign
  29. 29. Campaign Where When ContentTVC RCTI First Half 2013 Introducing new tagline SCTV Trans TV “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, Middle 2013 Promote Futsal Blogger Championship End 2013 Review about Futsal ChampionshipMoving Ad Goal.com Whole 2013 and 2014 Link to pocari sweat Kaskus.co.id futsal championshipRadio Local station 2013 Promote Futsal Prambors Championship 99ers Oz Radio Promote “Bermain bola DJFM Surabaya bareng temen bisa bikin cairan tubuhmu berkurang” 2014 “Nonton bola bareng temen bisa bikin cairan tubuhmu berkurang”Print Magazine Tabloid Bola 2013 “Bermain bola bareng Tabloid Score temen bisa bikin cairan tubuhmu berkurang” 2014 “Nonton bola bareng temen bisa bikin cairan tubuhmu berkurang” Futsal ChampionshipPrint Posters 240 previous schools in Beginning 2013 Futsal Championship 16 cities 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 3 futsal places per town 2013 Promo play 2 hours getfutsal field where the final of futsal one 2 litter Pocari Sweat championship place for free 2014 Promo Futsal Place name + Pocari SweatSales promo trough 240 previous high 2013 Come to some schoolsHigh School and school in 16 city to promote about the
  30. 30. University event Add more 60 high school and 4 citiesDisplay on supermarket Futsal places 2013 Display looks like aor futsal places goalpost Indomart Alfamart Circle K Carefour 2014 Display looks like a family watching a football through TVGuerilla Marketing Middle of City where 2013, 2014, and Display looks like a bus futsal Championship everytime pocari sweat stop is changed into final is taking place futsal championship goal post Print Campaign

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