Teh botol Sosro

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  • First mover advantage = Rangga
  • Ansoff = Gilang
  • Product development = Mahe
  • Product Innovation = MaheMarketing Channel = Jojo
  • Brand defensive = RanggaAcquisition = Jojo
  • Combine their product with product from other companiesMain advantage the product can be convincingly positioned by virtue of the multiple brandDisadvantage of cobranding are the risk and lack control in becoming aligned with another brandConsumer expectation of cobrand likely t be high so unsatisfactory performance could have negative effectIt may also result lack focus on existing brand
  • Combine their product with product from other companiesMain advantage the product can be convincingly positioned by virtue of the multiple brandDisadvantage of cobranding are the risk and lack control in becoming aligned with another brandConsumer expectation of cobrand likely t be high so unsatisfactory performance could have negative effectIt may also result lack focus on existing brand
  • Teh botol Sosro

    1. 1. Syndicate 5 :Agung MahendraJoseph EnricoRangga Tri RaeosReski MaprihartoGilang Surawijaya
    2. 2. 1940• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Establish tea processing plant (family business) Product : dried tea packaged (teh cap botol) Place : Slawi Promotion :- Price :-• Marketing Program• Brand Equity• Brand Perfomance• Theory First mover advantage.
    3. 3. 1953• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Establish PT.Gunung Slamat Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) Place : Slawi Promotion :- Price :-• Marketing Program• Brand Equity• Brand Perfomance• Theory Ansoff`s Product- Market expansion [2-39].
    4. 4. 1965• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) Place : Jakarta Promotion :- Price :-• Marketing Program Sampling teh cap botol (allowed consumer to try their product)• Brand Equity• Brand Perfomance• Theory Experiential marketing [4-28]
    5. 5. 1969-1970• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) Place : Jakarta Promotion :- Price :-• Marketing Program Introduce ready to drink tea on the bottle (teh cap botol)• Brand Equity• Brand Perfomance• Theory First mover advantage
    6. 6. 1972• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) Place : Jakarta Promotion :- Price :-• Marketing Program: • Changed bottle design Brand Equity• Brand Perfomance• Theory • Product Development
    7. 7. 1974-1978• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Established PT Sinar Sosro Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) Place : Ujung Menteng, Bekasi Gresik Promotion :- Price :-• Marketing Program: • Changed bottle design Brand Equity• Brand Perfomance• Theory • Product Development
    8. 8. 1981• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Established PT Union Multipack & PT Toba Sosro Kencono Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) *bottle & package Place : Ujung Menteng, Bekasi Tambun, Bekasi (package production) Gresik Tanjung Morawa, Medan Promotion :- Price :-• Marketing Program: -Distribute to street vendor Brand Equity• Brand Perfomance• Theory • Product Innovation, • Marketing channel page 442
    9. 9. Marketing Channel• A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption. • Push strategy  uses the manufacturer’s sales force, trade promotion money, and other means to induce intermediaries to carry, promote, and sell the product to end users. • Pull strategy  uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries.
    10. 10. • In sosro case, their marketing program is distribute the product to many outlets in Indonesia, and the total outlets for this day is reach 600.000. so do not be surprised if Sosro control 90% of the market in the category of tea, and if they have new product to launch they can easily distribute to to the 600.000 outlets.
    11. 11. 1989-1996• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Sales of share Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) *bottle & package Place : Ujung Menteng, Bekasi Tambun, Bekasi (package production) Gresik Tanjung Morawa, Medan Unggaran , Jawa Tengah Padenglang, Banten Promotion :- Price :-• Marketing Program: -Distribute to street vendor Brand Equity• Brand Perfomance• Theory : Packaging
    12. 12. 1997• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Established holding company PT Angada Putrarekso Mulia Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) *bottle & package Place : Ujung Menteng, Bekasi Tambun, Bekasi (package production) Gresik Tanjung Morawa, Medan Promotion :- Price :-• Marketing Program: Brand Equity• Brand Perfomance• Theory – Risk Management
    13. 13. 1998• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Acquisition Mercure Hotel shares, launched Fruit Tea Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) *bottle & package Tea fruit flavored Place : Ujung Menteng, Bekasi Tambun, Bekasi (package production) Gresik Tanjung Morawa, Medan Promotion :- Price :-• Marketing Program : Brand Equity• Brand Perfomance• Theory : Brand Defensive, Acquisition
    14. 14. Acquisition• A corporate action in which a company buys most, if not all, of the target companys ownership stakes in order to assume control of the target firm.• When the Soegiharto and Soetjitpo family business is growing, they expand their business in many sector, include property and they acquired Mercure Hotel
    15. 15. 1999• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Launched S-Tee Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) *bottle & package Tea fruit flavored Place : Ujung Menteng, Bekasi Tambun, Bekasi (package production) Gresik Tanjung Morawa, Medan Promotion :- Price :-• Marketing Program : cobranding with restaurant Brand Equity• Brand Perfomance• Theory : Setting product strategy
    16. 16. Setting product strategy - Cobranding Advantage Product can be Risk and lack control positioned by virtue in becoming aligned of the multiple brand with another brand Expectation of cobrand likely to be high Disadvantage Lack focus on existing brand
    17. 17. Setting product strategy - Cobranding• For cobranding to succeed two brand must have adequate brand awareness• Sufficiently positive brand image• Perceive more favorably if they are complementary• Offer unique quality
    18. 18. 2004• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Established PT Puri Tirta Kencana, beauty business Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) *bottle & package Tea fruit flavored Place : Ujung Menteng, Bekasi Tambun, Bekasi (package production) Gresik Tanjung Morawa, Medan Gianyar, Bali Cibitung Promotion :- Price :-• Marketing Program : Brand Equity• Brand Perfomance• Theory : Diversification business
    19. 19. Diversification Growth• When opportunities are found outside the present business and the company has the right mix of business strengths to be successful.• Several types are possible: • New products that have technological or marketing synergies with existing product lines. • New products unrelated to the current industry. • New businesses unrelated.
    20. 20. Competitive Strategies for Market Leaders– Defending Market ShareMOBILE DEFENSE• Leader stretches domain over new territories - future centers for defense & offense through: • Market broadening - shift focus from current product to generic need • Market diversification - shift into unrelated industries
    21. 21. 2000-2002• External Market Situation Ready to drink : can directly drink without any process (ex. Carbonated, milk, and mineral water) not ready to drink : should be processed before drink (ex. Coffe and tea)• Marketing strategy Launched bond 100 billion rupiah Product : dried tea packaged (teh cap botol, teh cap poci, and teh celup sosro) ready to drink (teh cap botol) *bottle & package Tea fruit flavored Place : Ujung Menteng, Bekasi Tambun, Bekasi (package production) Gresik Tanjung Morawa, Medan Gianyar, Bali Cibitung, Promotion :- Price :-• Marketing Program : cobranding with restaurant Brand Equity• Brand Perfomance• Theory : Setting product strategy
    22. 22. Setting product strategy - Cobranding Advantage Product can be Risk and lack control positioned by virtue in becoming aligned of the multiple brand with another brand Expectation of cobrand likely to be high Disadvantage Lack focus on existing brand
    23. 23. Setting product strategy - Cobranding• For cobranding to succeed two brand must have adequate brand awareness• Sufficiently positive brand image• Perceive more favorably if they are complementary• Offer unique quality
    24. 24. Thank You

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