Syndicate 5 :

Agung Mahendra

Joseph Enrico

Rangga Tri Raeos

Reski Mapriharto

Gilang Surawijaya

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.

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].

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]

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

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

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

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

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.

• 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.

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

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

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

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

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

Setting product strategy - Cobranding

Product can be positioned by virtue of the multiple brand

Risk and lack control in becoming aligned with another brand

Expectation of cobrand likely to be high

Lack focus on existing brand

Ad

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tage

D

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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

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

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.

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

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

Setting product strategy - Cobranding

Product can be positioned by virtue of the multiple brand

Risk and lack control in becoming aligned with another brand

Expectation of cobrand likely to be high

Lack focus on existing brand

Ad

van

tage

D

isad

van

tage

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

Thank You