3. Popular Brand Index Results (PBI)
3
Rank of
Popular
RTD Tea Bottle PBI IR
1 Teh botol SOSRO 42.1 57.1%*
2 Teh pucuk HARUM 15.6
3 Teh Gelas 9.2
4 Frestea 8.6
5 Nu Green Tea 8.0
6 fruit tea 3.8
7 MYTEA 2.5
8 TEBS 2.0
9 ICHI OCHA 1.3
10 MIRAI Ocha 0.9
Source: W&S Group Indonesia, 2015
Teh botol SOSRO got
the first rank od PBI
(42.1), and the second
rank is Teh pucuk
HARUM (15.6)
*Incidence Rate of RTD Tea Bottle buyer
(Percentage of RTD Tea Bottle buyer in
periode October – December 2014) is 57.1%
from panel population W&S Group Indonesia.
Market, Environment, & Industry: RTD Tea in Indonesia
4. 55,1%
12,9%
7,4%
6,1%
5,4%
1,8%
0,9%
0,4%
0,6%
0,3%
00% 10% 20% 30% 40% 50% 60%
Teh botol SOSRO
Teh pucuk HARUM
Teh Gelas
Frestea
Nu Green Tea
fruit tea
MYTEA
TEBS
ICHI OCHA
MIRAI Ocha
Brand Awareness
4
Source: W&S Group
Indonesia, 2015
To see the power of RTD Tea Bottle, can be measured by the level of knowledge of respondents to the RTD Tea Bottle. From the
results of the Top of Mind (TOM) or RTD Tea Bottle that remembered the first time and that brand comes to mind with spontaneously
when speaking in the context of RTD Tea Bottle are Teh botol SOSRO (55.1%) and Teh pucuk HARUM (12.9%). But for ICHI OCHA
(0.6%) is quite higher than TEBS (0.4%).
Market, Environment, & Industry: RTD Tea in Indonesia
5. 46,1%
35,2%
15,6%
18,1%
11,1% 10,8%10,4% 9,6%
7,5% 8,3%
3,1%
4,5%
1,4%
2,8%
1,3%
3,1%
0,5% 0,8%0,4% 1,6%
00%
05%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Expansive Frequent User
The Botol Sosro Teh pucuk HARUM Teh Gelas Frestea
Nu Green Tea fruit tea TEBS MY TEA
MIRAI Ocha ICHI OCHA
Expansive and Frequent User
5
• Expansive is the spread of RTD Tea Bottle that can be seen anywhere, such as ads on TV, billboards, internet
ads, etc.
• Frequent User/ Market Share is measured from the level of the respondents percentage who used the RTD
Tea Bottle in the last 3 months.
Source: W&S Group Indonesia, 2015
Market, Environment, & Industry: RTD Tea in Indonesia
6. RTD Tea Industry In Indonesia - In Brief
• Sinar Sosro PT continued to dominate RTD tea with 55.1% of
brand awareness (top of mind) in 2015. As a pioneer in RTD tea,
the company has a strong established distribution network
spanning modern and traditional retailers across the nation. Its
share however adhered by other RTD competitors with few
margins. This was underpinned by the emergence of many new
RTD tea brands and aggressive promotions and innovation by
other brands.
6
Market, Environment, & Industry: RTD Tea in Indonesia
7. Research Objectives
The research objectives have to be aligned with the marketing mix so that Indonesische Thee
Company can figure out the best strategy to penetrate the market.
Case Definition1b
Figure out Consumer preferences on RTD
beverage market -> Product
▪ It includes how well the packaged tea performance
compared to other RTD beverages
▪ It also includes how is the competition environment
in the packaged tea industry
Figure out potential market segmentation for ITC
Product -> Place and People
Figure out the consumer’s willingness to pay for
the new product. -> Price
Figure out the right place to put advertisement
to penetrate the market -> Promotion
▪ It may help ITC to decide the right price for their
products.
▪ It also helps on the tying/bundling decision.
▪ Figure out which television/radio program that is in
line with the packaged tea consumer segment.
▪ Figure out which television/radio program that have
the largest viewer so that ITC know where to put
their ad.
▪ The research will provide the information of the
potential consumers based on the geographical
distribution, age structure and earning structure. (At
what region packaged tea is favored, what income
class/age group buy packaged tea more often)
OBJECTIVES
7
8. Why Market Research is Needed
RELEVANCE & APPLICATION
Market research will enable the client to conduct the right strategies to penetrate the
potential market
• To gain insights from consumer for the particular product
• To validate the findings on the secondary research
• Using quantitative data collection, it can shows facts in a variety ways so that it can create
certain infographics.
• Qualitative information is valuable as it concerns people’s opinion
• Primary Research done by Nielsen can be used by ITC to lay out strategies to penetrate the
market, such as pricing strategy, promotion/ad placements, and product differentiation.
Primary Research Relevance and application
Secondary Research Relevance
• To gain initial understandings on the market landscape
• To cross-check wether the findings from our primary research is consistant with similar
research.
• It helps understand the competition environment of the industry. (by checking facts/annual
report of the competitors)
8
11. U&A (1500-2000 sample)
• Why?
– Large size of sample increase the
economies of scale
– It is also provides cost efficiency
– U&A method in random participants
ensure the depth of the questions
– Face-to-face approach used to
maintain objectivity
PROPOSAL DESIGN: QUANTITATIVE RESEARCH METHODS
11
12. Locations
Bigger observation size on Big cities
(Jakarta, Medan, Bandung, Surabaya, Makassar)
PROPOSAL DESIGN: QUANTITATIVE RESEARCH METHODS
12
13. PROPOSAL DESIGN: QUANTITATIVE RESEARCH METHODS
Product Test
Demographic Preferences
Packaging Preferences
Flavour Preferences
Willingness to Pay
Possible Observation
13
16. Focus Group Discussion
• The main objective of FGD is to gain deeper
insights about the consumer preferences
• Validate the U&A questionnaire
• Expected to raise ideas on how ITC can
penetrate Indonesian market
PROPOSAL DESIGN: QUALITATIVE RESEARCH METHODS
16
17. In-Depth Interview
• We focus the in depth interview to the RTD tea
beverage producer/companies
• It is expected to get the insight about the market
drivers and restraints,consumer pain points, and
marketing shift from the interview conducted
PROPOSAL DESIGN: QUALITATIVE RESEARCH METHODS
17
18. Retail Market Studies
• We suggest full fact ad hoc studies than the limited studies
ITC product is still in the growth age, therefore they need monthly
report on consumer response
The study provides comprehensive reports (pack size, pack type) on all
competitors on the same industry and across industry
Price studies also important because in the early age, ITC still have to
be very careful on pricing
PROPOSAL DESIGN: QUALITATIVE RESEARCH METHODS
18
19. Home Panel
• We prefer Category Snapshot rather than Custom
Analysis, because:
Ready-to-Drink product is not a new niche product, therefore
there are already KPI formed in consumer’s perspective
Demographic profiles that provided also enough to provide
taste preferences on tea
This method is cheaper than the other
PROPOSAL DESIGN: QUALITATIVE RESEARCH METHODS
19
20. Media
• Consumer’s Viewing Reading,
Listening, Using Trend and Profile
We need too know which media used most by consumers
We need dynamic information on what and who are currently
trending, and use it as promotional strategy
• Programming, Section, and
Function used
Various media exposure can be clustered and analyzed by their genre,
so make it easier to make desicions
PROPOSAL DESIGN: QUALITATIVE RESEARCH METHODS
20
21. Estimated Total Research Cost
Product Unit Price Quantity Total Price
U&A $ 15,00 2000 $ 30.000,00
Product Test $ 37,00 100 $ 3.700,00
Advertisement
Test
$ 56,00 100 $ 5.600,00
Focus Group
Discussion
$ 1.111,00 10 $ 11.110,00
In-Depth
Interview
$ 593,00 3 $ 1.779,00
Full Fact Adhoc $ 50.000,00 1 $ 50.000,00
Category
Snapshot
$ 10.000,00 1 $ 10.000,00
Total $ 112.189,00
PROPOSAL DESIGN: RESEARCH INVESTMENT
21
