1. The document outlines the marketing strategies and theories of an Indonesian tea company called Sosro from 1940-1999. It discusses their product expansion, market penetration, acquisitions, and new product launches over the decades. 2. Key aspects of their strategy included establishing tea processing plants and companies, expanding production and distribution locations across Indonesia, and distributing their tea products to street vendors and over 600,000 outlets nationally. 3. The company grew to control 90% of the tea market in Indonesia and expanded into other sectors by acquiring shares in hotels. They continuously launched new tea products and flavors and used cobranding strategies with restaurants in 1999.

1. Syndicate 5 :
Agung Mahendra
Joseph Enrico
Rangga Tri Raeos
Reski Mapriharto
Gilang Surawijaya

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. 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. 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. 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. 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. 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. 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. 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. • 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. 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. 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. 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. Acquisition
• A corporate action in which a company buys most, if not
all, of the target company's 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. 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. 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. 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. 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. 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. Competitive Strategies for Market Leaders
– Defending Market Share
MOBILE 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. 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. 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. 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. Thank You