Final Report - Brand Management Course School of Business and Management, Bandung Institute of Technology

4. Isotonic Drink Consumption
Doesn't drink Drink Isotonic
isotonic 86%
14%
Isotonic Drink Purchasing within a
month
Mizone
Pocari sweat
16%
84%

5. MARKET & BRAND
PENETRATION
CUSTOMER SATISFACTION

6. CUSTOMER LOYALTY
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7. 
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BRAND AWARENESS
POCARI SWEAT 63.7%
MIZONE 22.4%
POWERADE 3,4%
Others 10.5%

8. 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
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9. 
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ANALYSIS

10. 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 Estimated 80% from total profit
Trends 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%

11. 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
siswa
6%
karyawan
72% wiraswasta

12. Salary
10%
0 - 2 juta
13%
42% 2 - 4 juta
4 - 6 juta
35% <6 juta
Types of Sport
60
50
40
30
20
10
0

13. Top Of Mind
5%
5%
Pocari Sweat
14%
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

14. Brand Image
4%
Pengganti ion tubuh
2% 11% Menyegarkan
39% Sporty
13% Tagline&Ambassador
Healthy
2%
Rasa Unik
29%
Packaging
Point of Differentiation
35
30
25
20
15
10
5
0

15. Tagline Awareness
60
50
40
30
20
10
0
Saya + Pocari Go Ion Youth, Sweat, Minuman
Sweat Beautiful pengganti ion
tubuh
Advertizing Awareness
90
80
70
60
50
40
30
20
10
0
The Most Favourite Brand
Ambassador
3%
jkt 48
37% Irfan bachdim
60%
love letter

16. Mengikuti Kejuaraan Futsal
pernah tidak pernah
40%
60%
25
20
15
10
Alasan
5 ikut
kompetisi
0

17. 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
Brand Communication kit

19. Pocari sweat communication kit

27. This is the latest billboard pocari sweat with tagline youth,
sweat, beautiful.
Pocari Sweat Ionpolis Billboard Become MURI AWARD as The Largest Barcode

28. Below the Line
Competitor Communication

29. 

30. 
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31. 
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32. 
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33. MARKETING COMMUNICATION
Personal Selling Pocari Sweat
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34. PUBLIC RELATION
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35. 
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36. 
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Direct Marketing
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Sales Promotion

38. Introducing the new tagline: Goal-Ion
TV Campaign

39. Radio Campaign

40. Online Campaign

41. Campaign Where When Content
TVC 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
Championship
Moving Ad Goal.com Whole 2013 and 2014 Link to pocari sweat
Kaskus.co.id futsal championship
Radio 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 Championship
Print 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 get
futsal field where the final of futsal one 2 litter Pocari Sweat
championship place for free
2014 Promo Futsal Place
name + Pocari Sweat
Sales promo trough 240 previous high 2013 Come to some schools
High School and school in 16 city to promote about the

42. University event
Add more 60 high
school and 4 cities
Display on supermarket Futsal places 2013 Display looks like a
or futsal places goalpost
Indomart
Alfamart
Circle K
Carefour
2014 Display looks like a
family watching a
football through TV
Guerilla 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