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 drink, 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 up

• But , Extra Joss still number one energy drink in market share 2008 and 2009

COMPETITION SITUATION

•Extra Joss = 45,6%•Kuku Bima Ener-G = 15%

•Extra Joss = 40 %•Kuku Bima Ener-G = 30%

COMPETITION ANALYSIS

Information :• In this case, we try to compete head to head between Extra Joss versus Kuku Bima Ener-G by 4P • In terms of products, Kuku Bima Ener-G can quickly break through the market because of his courage to innovate• Kuku Bima Ener-G produced with different variants of taste• If in terms of price, Kuku Bima Ener-G turns out to have a cheaper price than the Extra Joss.• Views in terms of place distribution, Kuku Bima Ener-G are easily obtained by customers• Kuku Bima Ener-G that has an ad budget is lower than the Extra Joss is about 30 billion (in 2006) is now able reach market share of the Extra Joss

Brand

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

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

Endorser : Ahmad Dhani, Melly Goeslow

Ambassador: Mbah Marijan, Chris John

PRODUCT TEST

DOA IBU MENYERTAIKU SYNDICATE WOULD LIKE TO SAY

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