GROUP 3

MEMBER OF THE
GROUP
211110013 - NURUL PUSPARINI

211110028 - DIES ABDILLA

211110037 - ANGELICA JOVITA

211110049 - ALISIYANA

211110094 - NISA DAMAYANTI

211110123 - INTAN KAMILA

211110153 - MUHAMAD RIZQI FAJARI

211110175 - NUR KHALIMATUSSA'DIYAH RAMADHANI

211110218 - GABRIELLA YOHANA

AGENDA
Company Profile

SWOT Analysis

Marketing Mix

STP

Strategy Marketing
COMPANY
PROFILE
Pocari Sweat ( ポカリスエット , Pokari Suetto) is
one of the most popular soft drinks and sports
drinks in Japan, produced by Otsuka
Pharmaceutical Co, Ltd.

This drink was first sold in 1980 in Japan and is

currently sold in East Asia, Southeast Asia, the
Middle East and Australia.
 SWOT ANALYSIS
Strength
Brand Recognition and recognizable brand in the
Asian beverage market.
Aggressive marketing and high brand awareness have
made Pocari Sweat the most well-known and popular
isotonic drink in Indonesia.
already has an extensive distribution network throughout
Indonesia, so it is easy for consumers to find and access.
Opportunities
Pocari Sweat is packaged well to meet the needs of
consumers who care about health and want to get
maximum hydration during intense physical
activity.
Collaborations with sports events or fitness brands
can increase brand visibility and reach.
Weaknesses
Limited Flavor Variety: Pocari Sweat
primarily offers one flavor
Pocari Sweat may be perceived as
relatively expensive compared to
alternatives like plain water.
Threats
The biggest threat to Pocari Sweat is the
presence of competitors who are increasingly
aggressive in terms of marketing and product
innovation. More and more new isotonic drink
brands are emerging with various advantages,
thereby increasing competition in the market.
 SEGMENTATION, TARGETING,
POSITIONING
Pocari Sweat, is a popular Japanese sports drink, uses
segmentation by targeting active individuals engaged in
sports or physical activities. Their positioning strategy
revolves around hydration, promoting the beverage as a
replenishing and rehydrating solution for those who sweat
due to exertion or exercise. The brand's target market
primarily includes athletes, fitness enthusiasts, and those
leading an active lifestyle.h benefits and quality to
differentiate itself from competitors.
 Martketing Mix 4P

Products
Isotonic drinks are a relatively new product in the health drink industry where Pocari Sweat
itself is the pioneer of isotonic drinks in Indonesia and is still the market leader.

Price
Apart from that, in terms of price, existing competitors have mostly invaded the isotonic drink
with prices that are relatively cheaper than Pocari Sweat.

Promotion
From a promotional perspective, Pocari Sweat has established an educational marketing
communications strategy, relying on the transfer of product knowledge to consumers.

Place
In terms of distribution, almost all players in the isotonic drink market use modern and
traditional distribution channels.
 MARKETING STRATEGIC

Sampling Event & Sponsor

Promotion is carried out through
sampling activities in various
potential target markets such as
sports centers and spas. Apart from
that, sampling was also carried out
at school while explaining to
students about the benefits of
Pocari.
Pocari Sweat is active in organizing
big events and often becomes an
official sponsor for prestigious
sporting events such as the Asian
Games. Pocari Sweat is also actively
holding the Pocari Sweat Run

Brand Personal Selling

Positioning Brand
Emphasizing the brand
positioning that Pocari is not
their brand ambassadors. One of
just a drink for sick people,
but a drink that can be used at
any time and in any condition.
Ambassadors
Apart from opening Pocari Sweat
stands at every event it sponsors,
making several famous artists
Pocari Sweat also provides
them is Daniel Mananta, who is salespeople to market its products
an Indonesian actor and directly to consumers who are
presenter visiting or participating in these
events.
EVENT & SPONSOR
Pocari Sweat Promotes its
products with the "Bintang
SMA 2023" event and visits
high schools. This is to reach
the target market of
teenagers (school of
children)
DISCUSSION AND
QUESTION
 CONCLUSION
The marketing used by Pocari Sweat is a set of planned activities related to
identifying consumer needs and developing, distributing, promoting and
setting appropriate prices for products or services to achieve customer
satisfaction and gain profits. Marketing strategy includes identifying target
consumers, determining the role of advertising and the promotional mix,
indicating the objectives and size of the promotional budget, choosing
creative strategies, determining media, as well as implementing the
program and measuring its effectiveness. In this marketing strategy activity,
communication activities are not spared, which is an important factor for
achieving a business organization's goals.
THANK YOU