kuku bima ener-g! drink b
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DIM
Feringga Ardana
Rizki Amalia
Harry GustaraNi Luh
Made
Haekal Pirous
DestraK
Muh Mersa Putra
KUKU BIMA ENER-G! DRINK
BACKGROUND CASEDrink energy drinks are proposed to increase energy for a person whom drinks it. For some people, the energy drinks to be drunk in order to avoid sleepiness
In Indonesia Energy drink, classified as health drinks and the market size for energy drinks in Indonesia, worth about Rp 2 trillion in 2006
KratingDaeng is a trade name an energy drink , and which inspiring many costumer goods’ production to fulfill to its market in Indonesia
One of Indonesia’s biggest herbal companies, PT. SidoMuncul has interested and finally launched energy drink named Kuku Bima Ener-G in 2004
Product Information and Bussiness Situation
PRODUCT INFORMATION BUSSINESS SITUATION
Original
Grapes
At the beginning of 1998 , growth in consumption of sports drinks reached 69.07%. In 2008,
the market had growth depreciation into 12%. And now
in January to February 2009, growth reached only 9.5%. large and small players appeared to find his fortune in the business
of its entry barrier is not too high
Marketing Mix and STP
all Indonesia people who need more energy in daily activity
Male or female, over 24 years, social economic status C, D and E.
Kuku Bima Ener-G Roso-Roso!
• Product • Price
• Place• Prom
otion
6 Variants flavour and
colour
20% cheaper than other
product
Above the line and
Below the line
MARKETING MIX STP
ISSUE : How can Kuku Bima Ener-G appear the market share of Extra Joss?
• There are five main energy, such as : Kuku Bima, Hemaviton, KratingDaeng, EkstraJoss,and M-150
• From market share 2008 and 2009, we can see that, in recent year, only Kuku Bima are still going increase
• But , Extra Joss still number one energy drink in market share 2008 and 2009
COMPETITING SITUATION
•Extra Joss = 45,6%•Kuku Bima Ener-G = 15%
•Extra Joss = 40 %•Kuku Bima Ener-G = 30%
ANALYSIS SWOTBrand
Extra Joss Kuku Bima
Launch 1994 2004
Product Original taste in sachet
Various taste in sachet
Price Rp.3.500 Rp.2.500
Place All stores, include: warung joss
All stores, include: pedagang jamu gendong
Promotion TV and print, also below the line (135,950 million in 2008)
TV and print, also below the line (62,595 million in 2008)
Create Generasi Biang (Genbi)
Create Laskar Mandiri
Ambassador : High class, Ahmad Dhani, Melly Goeslow
Ambassador: mbah Marijan, Chris John
S
W
O
T
DOA IBU MENYERTAIKU SYNDICATE WOULD LIKE TO SAY
THANK YOU
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