Brand Value YOSAN Permen Karet:

What people see from YOSAN bubble gum is the way the brand promote their items, because it was
targeted as “Jajanan Anak – anak” so it was meant to be for kids in 1986 – until now, and how cheap
the bubble gum is, and also YOSAN held a mini competition for their consument that if they can find
every alphabet in word “YOSAN” then they will get a special prize, what makes YOSAN special is,
that most of the kids already found the letter Y, O, S, and A, but no N. This what makes people
struggling to find where’s the N. After 2 decades, someone finally found the letter N, and YOSAN still
hold their words by giving him prize. YOSAN brings so much joy for kids in Indonesia, because a lot
of parents forbid their kids to eat bubble gum because of scared that it might be swallowed
accidentally, therefore a lot of parents giving their kids a time-out by giving them a bubble gum just
once a week or once a month. For more than 2 decades YOSAN exists in Indonesia, they still bring
joys to the 90’s kids because YOSAN is now hard to be found, only a certain mini market or Warung
that sells YOSAN products. When people find YOSAN they’ll instantly feeling nostalgic just by the
time they found YOSAN Bubble Gum in the nearest store.

Brand Personality

YOSAN build their brand personality by keeping it original over the decades, they didn’t do much
advertisement on television or any media nowadays because people already know their brand
eventhough Bubblegum isn’t really a necessity for most of the people, but they made their brand is
missed by lot of people because the bubblegum only available in a mini mart such as warung, YOSAN
known as the 90’s popular bubblegum because of their fruity taste, the find word “YOSAN” in each
of the pieces, and for their super – cheap price. The 90’s image in their brand is what really people
see at YOSAN brand, their nostalgic feeling by each chews.

Brand Positioning

Brand positioning has been defined by Kotler as “the act of designing the company’s offering and
image to occupy a distinctive place in the mind of the target market”. In other words, brand
positioning describes how a brand is different from its competitors and where, or how, it sits in
customers’ minds. How YOSAN Bubblegum is different from any competitors bubblegums in
Indonesia? First of all, there’s 2 big names of bubblegum company in Indonesia that dominate
the bubblegum industry, First is YOSAN and the second is Big Babol that comes from Perfetti
Van Melle candy company, unlike YOSAN, Big Babol keep making their products regularly
advertise, either it’s on Television, Radio, or any visual media, and Big Babol is easy to find in
any convenience store such as Indomaret, Alfamart that located in every area in Indonesia and
the convenience store put Big Babol in front of the cashier so therefore kids would easily takes it
without their parent noticed. Big Babol keeping their design up-to-date by the time and the
design color keep changing eventhough just a little change. But when it comes to YOSAN, they
didn’t do much change, such as the design that over the decades still keeping that way, keeping
the originality, keeping their taste the same, keeping their value the same for over the decades,
and didn’t do much advertisement in these days, and they don’t sell it in any convenience store.
That what’s make YOSAN is special from any other competitors, and rarely to find in a big store
because they want their consumers to looking for their products by not selling it in a big
convenience store and when consumers found a piece of YOSAN, consumers will feel special
and nostalgic by the struggle of finding a piece of YOSAN and every chews feel special.

SWOT ANALYSIS (BIG BABOL)

Strength:

Big Babol could easily find in any convenience store, mini market, or any store near your house
easily reachable by their consumers, keep innovating in bubble gums its either in a form of
original cube bubblegums or cotton bubblegums. Design keep changing as the time passed.
They packed up their candy with paper – based, not plastics.

Weakness:

Price is more expensive than YOSAN, they only have 2 flavors,

Opportunity:

Big babol can expand their business by making new innovation that contains bubblegum,or Big
Babol could making a collaboration with YOSAN as the big companies in bubble gum industry.
Big Babol is already a big name so what should they do is just maintaining their name at the top
industry.

Threat:

There’s another brand of bubble gum that offers prize inside the pack, or like a temporary tattoo
that could attract kids from buying other brand bubble gum rather than Big Babol