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MKT SOSRO

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Jillian Agustin

on 20 June 2013

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Transcript of MKT SOSRO

Teh Botol Sosro
MARKETING
Huan Aprian Wiharja
Jessica Permatasari
Jillian Agustin
Riandy Angdinata
Sischa Stepy

Product
Teh Botol Sosro 220ml
Jasmine Flavour

Company History
The name SOSRO is taken from the surname of its founder, namely SOSRODJOJO. The initial brand of Teh Botol was Teh Cap Botol.
1940 : Sosrodjojo family started their business in a small town of Slawi, Central Java.
1953 : Sosrodjojo family started to expand their business to Jakarta to introduce Teh Cap Botol products.
1969 : appearing the idea to sell ready to drink tea in the packs of bottles.
1974 : PT. SINAR SOSRO was established

A man named Sosrodjojo has creative ideas were derived from introducing the products was started by doing strategy “CICIP RASA”.
The first introduce Teh Cap Botol by the way of cook and brew tea tasting on the spot.
Another idea, the tea made in a factory first and put into a large cask and brought to market by using open trucks.
He brought tea that has been brewed at the factory; put the tea into bottles that have been cleaned.

Vision and Mission
Vision
Become a beverage company which could release consumer’s thirst, whenever and wherever, also give additional value to all parties involved (Total Beverage Company).



Product History
Mission
Build Sosro brand as natural tea brand, quality, and superior.
Create brand and new beverage product, tea or non-tea, and make it as market leader in its category.
Build and lead distribution channel.
Create and keep commitment to long-term growth, not only in sales volume but also customer satisfaction.
Establish human resources and leader in accordance with company’s value.
Increase customer satisfaction.
Donate for country’s foreign exchange.
Variants
Teh Botol Sosro, Jasmine flavour
Variants from flavour
Teh Botol Sosro Less Sugar

Variants from Size :
Glass : 220ml
Cartoon : 200ml, 250ml, and 1L
Pouch : 230ml
PET : 500ml



Variants from Types

Variant from Size
Next Trend
Current Problem :
The glass bottle often break.
The bottle’s cap need a special tool to open, difficult and heavy to bring.
No innovation of new product.


Make a new innovation with tablet tea, we put the tablet into the water and the tablet itself will pour into the water and ready to consume (like Redoxon).
Cooperate with ice cream company to make new ice cream product with tea flavor.

Tea wine
Use different flavor to make different aroma such as chrysanthemum, rose, and chamomile.
Replace with flexible material but still solid such as acrycilic.

Next Trend
Quantum Leap
Current Problem :
People often make a fake product because it is easy to re-assemble the cap.
The hygienist of bottle is not guaranteed.
Not practical and heavy to bring glass bottle.


Creates a new machine that could refill the tea with cash payment. We can use our own bottle or use SOSRO bottle. If we use SOSRO bottle, we will get cheaper price. Moreover, the machine will provide hot and cold tea.

Quantum Leap
Survey Data

* Social class : middle-low until upper class.
* Generation : children – adult
* Gender : male and female

Advertisement (Kotler)

Advertisement (Abraham)

Variants from types

* Teh Botol Sosro targeted A to C segment of Indonesian society.
* Based on market share, Teh Botol Sosro is a Winner in bottled tea products.
* Teh Botol Sosro is a brand leader (Top of Mind) in Triangle of Brand.
* Teh Botol Sosro is in growth stage.


Conclusion

http://batik.imtelkom.ac.id/pustaka/files/16239/bab1/pengaruh-kesadaran-merek-terhadap-keputusan-
pembelian-produk-joy-tea-di-kota-bandung-tahun-2012-.docx+&cd=6&hl=en&ct=clnk&gl=id

* Title : Share Teh Botol Sosro, share togetherness.
* Product : Teh Botol Sosro 220ml.
* Tactics : Show the togetherness moment of Teh Botol Sosro
* Length : 00 : 55
* Story : There is a boy walking alone in the seashore, then one of his friend come and offer him Teh Botol Sosro. They enjoy drinking each other. After that there is a group of girl who sitting around the seashore while drinking Teh Botol Sosro. While their sitting around, 2 of the boys come and accompany them to join drinking together and enjoy the view of sea.
* Purpose : People will choose Teh Botol Sosro as their drinks at their special moments of togetherness.
* VIDEO

TV ADS
Advertisement
(Billboard, magazine, brochure, website)

http://sannfw.blogspot.com/2011/09/promotion-mix.html

Made film, ‘SAGA’ in 2010

Acquisition with McD


Cooperate with fast food restaurants
and recreation places such as Dufan,
Atlantis, malls.


* Product Form Pricing
Its glass bottle has value.
* Location Pricing
Teh Botol Sosro in traditional outlet and recreation
place (ex : Ancol) has different price.
* Image Pricing
Teh Botol Sosro without its brand has different value.

Discriminatory Price

For distributor :
Give discount 10% for purchasing
at least 10 crate
(rebates discount)

Discount Policy

Canteen and restaurants.
Traditional outlet.
Sosro cart.
Sosro Vending Machine


Where to sell?

http://www.bloomberg.com
http://www.pajak.go.id/content/norma-penghitungan


Sosro’s Profit Margin : 40%
Rp. 10,541.25 + 40% (Rp. 10,541.25)
Rp. 10,541.25 + Rp. 4,216.5
= Rp. 14,652/crate

Taxes : 15%
Rp. 14,652.338 + 15%(Rp. 14,652.338)
Rp. 14,652.338 + Rp. 2,197.85
= Rp. 16,850/crate



Distribution Lines

Current Problem :
People often make a fake product because it is easy to re-assemble the cap.
The hygienist of bottle is not guaranteed.
Not practical and heavy to bring glass bottle.

Quantum Leap :
Creates a new machine that could refill the tea with cash payment. We can use our own bottle or use SOSRO bottle. If we use SOSRO bottle, we will get cheaper price. Moreover, the machine will provide hot and cold tea.

Quantum Leap

Variants from size

Variants

Variants from flavour
Teh Botol Sosro, Jasmine flavour
Teh Botol Sosro Less Sugar

Variants from Size :
Glass : 220ml
Cartoon : 200ml, 250ml, and 1L
Pouch : 230ml
PET : 500ml



Variants

Huan Aprian Wiharja
Jessica Permatasari
Jillian Agustin
Riandy Angdinata
Sischa Stepy

MARKETING

* Use seal in the cap so hard to make fake products.
* Increase the fill capacity, such as 300ml.
* Expand the promotion to increase sales in another countries.
* Decrease the usage of saccharine.
Recommendation

* Innovation (create new product to compete)
* Keep the promotion, event, grand prizes, and advertisement.
* Expand cooperation.
* Add distribution channel to remote area and export to more countries.

PLC Strategy (Growth)

http://investing.businessweek.com/research/stocks/financials/financials.asp?ticker=MYOR:IJ

in Indonesian Rupiahs
2010 – 7,2 T
2011 – 9,45 T
2012 – 10,5 T



Sales Data

http://www.indonesiafinancetoday.com/images/ig/Cons_28_Minuman_Ringan.jpg

Market Share of Beverages

PT Sinar SOSRO need to do the repositioning because its sales is fluctuate each year. Moreover, if it does not do the repositioning, its product will reach maturity phase faster.
Repositioning strategy :
Make a new design of the bottle
Make some of the new phenomenal taglines such as:
“Rasakan segarnya Teh Botol Sosro”

Repositioning

http://janasitinorkhasanah.wordpress.com/tag/tagline-teh-botol-sosro/

1975 - 1985 : Pelepas dahaga asli
1985 - 1990 : Hari-hari teh botol
1990 - 1996 : Aslinya teh
1996 - 2000 : Ahlinya teh
2000-2008 : Apapun makanannya, minumnya Teh botol Sosro
2008-now : Apapun, enaknya minum Teh Botol Sosro

Tagline

* The purpose of print ads is
to promote Teh Botol Sosro.
* The media chosen to promote are
billboards, website and restaurants.

Which media to publish?

* Implant the belief that Teh Botol Sosro is a part of Indonesia society’s life.
* Catch people awareness to consume Sosro’s
products.
* Increase sales.


Purposes?

Teh Botol Sosro – Peran
Teh Botol Sosro – Hasil Karya Kesegaran (Sherina)


Video
http://ligamahasiswa.co.id/pages/university/all/teh-botol-sosro-greater-jakarta-conference

Sponsor of some events :
Liga Mahasiswa (LIMA) –
Teh Botol Sosro Greater Jakarta Conference

http://sosro.com/berita-terkini.php?id_news=116&from=detail

Held events :
Teh Botol Sosro Ho Ciak "Food Festival “ in Medan. (2011, 2012, 2013)

Promotion Strategy

Sub-Wholesaler --> Retailer
Profit Margin = 100% x Rp. 18,000 = Rp. 18,000
Rp. 18,000 + Rp. 18,000 = Rp. 36,000/crate
Retailer --> Consumer
Profit Margin = 66.67% x Rp. 36,000 = Rp. 24,000
Rp. 36,000 + Rp. 24,000 = Rp. 60,000/crate

Factory --> Sales Office
Distribution cost = 3% x Rp. 16,850.189 = Rp. 505.505
Rp. 16,850.189 + Rp. 505.505 = Rp. 17,355/crate
Wholesaler --> Sub-Wholesaler
Profit = 3.7% x Rp. 17,355.694 = Rp. 645
Rp. 17,355 + Rp. 645 = Rp. 18,000/crate


1 crate : 24 bottles

Distribution Cost

Current Problem :
The glass bottle often break.
The bottle’s cap need a special tool to open, difficult and heavy to bring.
No innovation of new product.

Next Trend:
Make a new innovation with tablet tea, we put the tablet into the water and the tablet itself will pour into the water and ready to consume (like Redoxon).
Cooperate with ice cream company to make new ice cream product with tea flavor.
Tea wine
Use different flavor to make different aroma such as chrysanthemum, rose, and chamomile.
Replace with flexible material but still solid such as acrycilic..




Next Trend

http://yohanamegawati.wordpress.com/2013/01/27/teh-botol-sosro/

The name SOSRO is taken from the surname of its founder, namely SOSRODJOJO. The initial brand of Teh Botol was Teh Cap Botol.
1940 : Sosrodjojo family started their business in a small town of Slawi, Central Java.
1953 : Sosrodjojo family started to expand their business to Jakarta to introduce Teh Cap Botol products.
1969 : appearing the idea to sell ready to drink tea in the packs of bottles.
1974 : PT. SINAR SOSRO was established

Company History

Teh Botol Sosro 220ml
Jasmine flavour

Product

http://yohanamegawati.wordpress.com/2013/01/27/teh-botol-sosro/

Bottle Version I
Released in 1970 with a brand of TEH CAP BOTOL SOFT DRINK Sosrodjojo.
Bottle Version II
Released in 1972 with a brand TEH CAP BOTOL (people would read more of TEH BOTOL), written in red and white to symbolize that it was a product of Indonesia. The name of Sosrodjojo was also abbreviated into SOSRO.
Bottle Version III
In 1974, the new form bottle and the brand name was changed into TEH BOTOL SOSRO on its package.

Positioning

Launched in Brunei Darussalam, Australia, Vietnam, Singapore, Cambodia and Malaysia.

http://juliana46.blogstudent.mb.ipb.ac.id/2011/06/08/supply-chain-dan-pemasaran-teh-botol-sosro/

Vision
Become a beverage company which could release consumer’s thirst, whenever and wherever, also give additional value to all parties involved (Total Beverage Company).

Mission
Build Sosro brand as natural tea brand, quality, and superior.
Create brand and new beverage product, tea or non-tea, and make it as market leader in its category.
Build and lead distribution channel.
Create and keep commitment to long-term growth, not only in sales volume but also customer satisfaction.
Establish human resources and leader in accordance with company’s value.
Increase customer satisfaction.
Donate for country’s foreign exchange.

Vision and Mission

http://yohanamegawati.wordpress.com/2013/01/27/teh-botol-sosro/

A man named Sosrodjojo has creative ideas were derived from introducing the products was started by doing strategy “CICIP RASA”.
The first introduce Teh Cap Botol by the way of cook and brew tea tasting on the spot.
Another idea, the tea made in a factory first and put into a large cask and brought to market by using open trucks.
He brought tea that has been brewed at the factory; put the tea into bottles that have been cleaned.

Product History

http://www.jrmsi.com/attachments/article/17/PENGARUH%20BRAND%20IMAGE%20DAN%20BRAND%20TRUST%
20TERHADAP%20BRAND%20LOYALTY%20TEH%20BOTOL%20SOSRO.pdf

http://cessee.com/2012/05/25/teh-botol-sosro-dari-indonesia-untuk-dunia.html

http://www.bankmandiri.co.id/indonesia/eriview-pdf/LGZI39285932.pdf

2007 – 79.2%
2008 – 77.7%
2009 – 72%
2010 – 70.8%
2011 – 65%
2012 – 75%

Market Share Sosro (bottled tea)


Winner

Participant

Follower

Top Ten

Business Level

SOSRO (Growth)

Introduction

Growth

Product Life Cycle
Unaware of Brand

Brand Recognition

Triangle of Brand

Brand Recall

Top
Of Mind

http://dienlesmana.wordpress.com/2011/05/15/teh-cap-botol-sosro/


“A” Class

“AB” Class

“B” Class

“BC” Class

“C” Class

* From A to C class.
* Even President drink
Teh Botol Sosro.

Segmentation

“D” Class

“E” Class

http://yohanamegawati.wordpress.com/2013/01/27/teh-botol-sosro/
http://yohanamegawati.wordpress.com/2013/01/27/teh-botol-sosro/
http://juliana46.blogstudent.mb.ipb.ac.id/2011/06/08/supply-chain-dan-pemasaran-teh-botol-sosro
http://juliana46.blogstudent.mb.ipb.ac.id/2011/06/08/supply-chain-dan-pemasaran-teh-botol-sosro
http://somo.nl/publications-en/Publication_3093/at_download/fullfile

http://somo.nl/publications-en/Publication_3093/at_download/fullfile

http://somo.nl/publications-en/Publication_3093/at_download/fullfile

Target

http://3adv3.wordpress.com/2010/06/02/evolusi-dan-varian-produk-tehbotol-sosro/

http://elib.unikom.ac.id/download.php?id=113983

http://utamieka.wordpress.com/2010/12/02/sosro-mengakuisisi-mcd/
Full transcript