Teh botol Sosro
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Transcript of Teh botol Sosro
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
van
tage
D
isad
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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