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Copy of Pocari Sweat

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Aryo Cahyo Kusuma Wardana

on 13 June 2013

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Transcript of Copy of Pocari Sweat

Pocari Sweat
1. Company Background
2. Situational analysis
(I) Environmental Analysis
(II) Consumer Review
(III) Competitor Analysis
(IV) Company Review
- Current 4 P’s
- SWOT Analysis
3. STP
4. Recommendations
- Objectives
- Proposed 4 P’s
- Marketing Calendar

1. Company Background
- Japanese sport drink
- Launched in 1980
- Launched by Otsuka Pharmaceutical Co. Ltd
- It's GMP certification of the international pharmaceutical
- Sold in Asia and the Middle East countries
- non-carbonated sweet
- Similar to human body fluids
- Can be quickly added to the body’s water and electrolytes

Current target market
- Most Asian countries and The
Middle East
- All ages
- Active people with interest in
Selling points
- Healthy, Safety, Natural, High
quality, Convenient, Simple

(I) Environmental Analysis
Pocari Sweat operates in a larger macro-environment of forces that shape opportunities and pose threats to the company

Situational Analysis
(I) Environmental Analysis
(II) Consumer Review
(III) Competitor Analysis
(Iv) Company Review
- Current 4 P’s
- SWOT Analysis

- Changing age structure of the
Hong Kong Population (Threat)
- Baby Boomers: Generation Y (Opportunity)

Capitalize on the opportunity
- Changes in income
- Changes in consumer
spending patterns
- Increased Pollution
and Plastic
- Green movement and
environmental sustainabilitiy
- New technologies – New markets – New trends
- Keep up or stay left behind
- Use technology for more environmentally friendly
production and packaging
- Web-site development and Social Media interaction

- Reflect society’s basic values, perceptions,
preferences and behaviors
- Currently a large focus on health & sports

- Corporate Social Responsibility

(II) Consumer Review
1. Need recognition
- Internal: Thirst, Feeling, Memory
- External: Advertisements, Word of mouth
2. Information Search
- Personal, Commercial, Public and Experiential
3. Evalutaion of alternatives
- Product, Price, Place, Promotion: Product's
4. Purchase Decision
5. Post-Purchase Decision
- Does Pocari Sweat meet expectations?
If yes, they will buy it continuously.
If no, they will not buy again.

Factors affecting
consumer behavior
- Basic values
- Japanese are longevity
- Their foods and drinks are more healthy,
fresh and natural
- Subculture
- Athletes, outdoor work and manual labor
prefer drinking sport drinks.Cultural
- Greater concern about health and fitness

- Age and lifecycle stage
- Young people have more energy to sport
- Occupation
- Athletes, Fitness Coach, Outdoor work and
manual labor
- Income
- More income more purchasing power
- Education and wealth
- More people concerned health so more
people do leisure activities
- Lifestyle
- Activities : People like sports and outdoor
activities such as hiking
- Interests : Natural and healthy food and
- Membership group
- All people who like playing
- Reference group
- Opinion leader : Sports Star,
Celebrities ( by buzz
marketing )
- Aspirational group
- Star effect ( People who wish
to be a sport star )
- Social networking
- Many promotions and events
in facebook attract consumers

- Motivation
- Maslow’s Hierachy of Needs
- (Physiological needs – prevent thirst )
- ( Safety needs – Ion lead healthy and
prevent heat stroke )
- Perception
- Pocari Sweat is healthy and natural
( Commercial message – bill boards,
radio, advertisement signs and banners )
- Learning
- own experience of drinking Pocari Sweat

Types of Buying Behavior
(II) Competitor Review
Main Three Direct Competitors
Lucozade Sports
Competitor Review

Strengths and weaknesses
Mapping key competitors
(IV) Company Review
Product mix width: Narrow - one taste only
Product mix depth: Large - Pocari Sweat 245ml,
330ml, 350ml, 500ml, 1.5L, 15g, 74g powder granules

Marketing Mix - Product
Marketing Mix - Price
Pricing strategy:
Value-based pricing - set the good price in the customers’ perceptions of value

Marketing Mix - Place
- Vending machine
- Resellers:
- Supermarket (PARKnSHOP,
Wellcome, Taste…etc)
- Convenient store (7/11, OK,
small sized store…etc)

Marketing Mix - Promotion
1. Advertising - TV, Newspaper, Magazine, Tram, Internet
2. Public Relations - Sponsor of Sport events
- Hong Kong Inter-school basketball Marathon (from
1994 to now)
- Hong Kong Cycling Team (from 1998 to now)
- Sowers Action Challenging 12 Hours Charity Marathon
(from 2004 to now)
- South China Football Team (from 2008 to now)
3. Sales Promotion - Redemption Event & "Big Goods event"


- One of the top three companies within the Hong Kong Market
for sport drinks
- Good Reputation
- Branded as a sports drink with a healthy implication, perfect for
after workouts
- Has the resources for global expansion
- Already has a reach in 14 different countries
- Convenience, available within convenience stores and

- Hong Kong Market does not have a strong
value associated with drinking sports drink
- Product is dull, Clear substance, Bland flavor
- No differentiation between other similar products
- More expensive than competitors

- HK government uses many subsidies to organize sports events
which promote exercise
- Purchasing power of youngsters is strong
- Differentiate from similar products
- Create more value within the sports drink market
- People are more concerned with health

- Aquarius, sports drink made by the Coca Cola company
- Primary Competitor
- Other possible competitors may emerge
- Many other indirect products have more value for Hong Kong
beverage market
- Soda (e.g. Coca-Cola, Sprite)
- Energy Drinks (e.g. Red Bull)

3. STP
Demographic segmentation
Based on the analysis above, Teens
have the most marketing value. Therefore,
we target the age group of 13-18, but without overlooking other, nearby, target groups

4. Recommendations
(I) Marketing Objective
(II) Proposed 4 P's
(III) Marketing Calendar

(I) Marketing Objectives
Maintain the position of
- Expand total demand
- Expand Market Share (2% within 3 years)
Viktor Larsson (40038057)
So Wing Tong (52613780)
Jeffrey Suarez (40037073)
Chow Chi Fung (52587105)
Li Yuk Hei (52602008)
Tang Nga Wun (52584220)
Sham Yan Ting (52590865)

Marketing Mix - Product
- New Flavors
- Grape, Orange, Lemon
- More elaborate and appealing design
- More colors, design a new logo
- Packaging
- Change into Juicebox style
- Increase nutrition value: Vitamins
Marketing Mix - Price
- Small price reduction
- About 10% for current products
(gain even more market share)
- Discount Periods
- During special sports events etc.
(related to Sales promotion)
Marketing Mix - Place
- Extend selling places
- Grocery stores, restaurants, fast
food chains etc.
- Product Sample Booth
- Supermarkets
- Main Streets (Mong kok and Tsim Sha Tsui)
Marketing Mix - Promotion
- Posting advertisements on local online forums
- e.g. Hong Kong Discuss, Hong kong
Golden, Uwants
- Direct Sales promotion and personal selling
- Events and campaigns in large malls
- Work with promotional companies
- e.g. Event elite
- Nutritional labelling policy
- Thorough information about ingredients must be included on the package/bottle

- Cause-related marketing and CSR

Q & A
Full transcript