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Final Presentation Brand Management Pocari Sweat
The document discusses the market position of Pocari Sweat as an isotonic drink, highlighting its suitability for sports activities over daily consumption. It outlines the brand's target demographic and marketing strategies while comparing its market performance to competitors. The new marketing communications aim to enhance brand awareness and maintain market leadership in the health drink sector.
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Final Presentation Brand Management Pocari Sweat
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- 2. POCARI SWEAT IN BRIEF Pocari Sweat Soy Joy
- 3. BACKGROUND Based on theanalysis, 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
- 4. MARKET PERFORMANCE RESULT REVENUE MARKET PENETRATION STILL SHARE SHARE 73.71% 81.16% PRICE THE PREMIUM PRICE OVERALL ELASTICITY CUSTOMER IDR 2.6K MARKET -2.151 SATISFACTION LEADER 58.93%
- 5. brand audit Brand Highest Primary Character Brand 1. refreshing Target Value 2. Youthful 3. Healthy MEN 16-20 Y.O. Sporty IN BIG CITY drinks CURRENT Most favourite TAGLINE Brand ambassador GO ION Jkt48 SAYA +
- 6. brand Types of Sport audit 40 35 30 25 20 90 Advertizing Awareness 15 80 70 10 60 5 50 0 40 30 20 10 0 Top Of Mind 5% 5% Point of Differentiation Pocari Sweat 35 30 14% 25 mizone 20 15 10 5 76% 0 Fatigon Hydro
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- 8. New Marketing Communication strategy Personal Public Events Relation Sports Selling Entertainment Press kit Street activities Sales presentation Charity Incentive program Sponsorship Fairs and trade shows Community relation Direct lobbying marketing Catalog E-mail
- 9. ADVERTISIN G NEW TAGLINE: SALES PROMOTION GOAL ION! PREMIUM & GIFTS ONLINE CAMPAIGN GAMES OR LOTTERIES RADIO CAMPAIGN FAIRS AND TRADE SHOW TV CAMPAIGN PRINT ADS
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- 12. THANK YOU NI ANNISANUR ADHA JOSUA SAUT HAFIZ HUDANI ALDIAN RAHMANTO JAMES EVAN TUMBUAN M. SHERDIAN WILANDRIA