Product -- Pricing of "Teh Botol Sosro"

TEH BOTOL SOSRO





          The ingredients are water, sugar and jasmine tea. The Botol Sosro is Perishable Goods because this product have a limited shelf life so it must be consumed relatively quickly.

          Product class is a group of products that may be considered as substitutes for one another. the products that include in Teh Botol Sosro’s product class is Frestea and Fruit Tea.

          Product type is a group of products offered by different companies which are technically similar. A product that include in Teh Botol Sosro’s product type is Frestea because that are technically similar but variations in terms of price, appearance and marketing.


          Brand Essence is one core concept which defines the brand. It is normally expressed in a short phrase or just one word. Brand Essence of The Botol Sosro is  

“Apapun makanannya, minumnya Teh Botol Sosro …”

          Brand value of Teh Botol Sosro is “I am good for you”. Customer satisfaction is key for Teh Botol Sosro that offer values like great taste, low cost and good quality. The value speaks about flexibility and practicality of drinking tea. SOSRO provide packaged ready to drink tea which is flexible for the consumer.

          Brand Category -- As market share that I show before, that’s conclude Teh Botol Sosro as a pioneer of packaged ready to drink tea is also successful to be a Brand Leader. Teh Botol Sosro got the first position as the best selling brand in a particular market.

PACKAGING
SOSRO have some kinds of Teh Botol Sosro packaged, such as :
•    Returnable Glass Bottle with a volume of 220ml

•    Plastic or poly-ethylene (PET) bottle with a volume of 500ml

•    Tetra Pak in 1liter, 250ml, and 200ml packs

 •    Pouch with a volume of 230ml

COMPARISON
          I compare the biggest competitor of Teh Botol Sosro, that is Frestea because Frestea got the second place in position of packaged ready to drink tea market share.

PRICING
          As my explanation before about Comparison, we can see about Pricing strategy that is used by SOSRO. The company use Economy Pricing for making the price of Teh Botol Sosro. SOSRO provide the good quality of product with the low price. It make a successful for Teh Botol Sosro until get the best selling of packaged ready to drink tea. I think it’s a company strategy to win the market.

Company Profile "PT. SINAR SOSRO"

          
PT. SINAR SOSRO founded in 1970 by SOSRODJOJO, PT SINAR SOSRO was the first bottled ready-to-drink tea in Indonesia and the world. SOSRO was the pioneer of packaged ready-to-drink tea in Indonesia. The name SOSRO took from the name of the founding family, namely SOSRODJOJO. Sosrodjojo family started their business in a small city in Central Java called Slawi.


Company Growth
Start ( 1940 – 1974 )
•      Distributed the product on local area only
•      Conducted by entering the market
•      The first ever of bottle ready-to-drink tea plant in Indonesia and the world  

Growth ( 1975 – 2000 )
Made innovation for the product continually. Not only marketed Teh Botol but also kinds of tea, ready-to-drink water, ready-to-drink juice

Jump ( 2001 – Now )
•      Offered the company share
•      Made subsidiaries of a holding company
•      Has been the market leader of ready-to-drink tea


Company Products
The beverage business development have since then been done by two companies:

• PT. SINAR SOSRO, a company has produced packaged ready-to-drink tea. The products consist of    The botol Sosro, Fruit Tea Sosro, Joy Tea Green Sosro, TEBS, Happy Jus, and Air Minum Prim-A
• PT. GUNUNG SLAMAT, a company has produced dried ready-to-serve tea. The products consist of Teh Celup Sosro, Teh Cap Botol, Teh Poci, Teh Terompet, Teh Sadel, Teh Sepatu dan Teh Berko

 

Company Achievements

SOSRO got some Certificates, such as :

1. ISO 9000:2000 Certificates, is Quality Management System Certificate to guarantee the production quality and the ready product.
2. ISO 14.000 Certificates, is Enviroment System Certificate to guarantee the environment save.
3. HALAL Certificates, which is held by LPPOM MUI (Lembaga Pengkajian Pangan, Obat-obatan & Kosmetika MUI) cooperate with Departemen Agama, BPPOM dan Balai POM Daerah to guarantee the permitted of raw material, process and product.
4. SNI (Standar Nasional Indonesia) Certificates, which is held by lembaga Sertifikasi Produk Departemen Perindustrian
5. HACCP Certificates, is Safety Managament System to guarantee the product is save for the consumer.
6. HIGIENE and SANITARY Certificates, is one of the requirements for exporting which is held by Badan Pengawas Obat & Makanan.

SOSRO got some Awards, such as:

2009 :

• Top Brand Award for Tehbotol Sosro For Ready To Drink Tea-Non Bottle (Tetrapack) from Marketing Magazine and Frontier Consulting
•  Top Brand Award for Fruit Tea Sosro For Ready To Drink Tea-Non Bottle (Tetrapack) from Marketing Magazine and Frontier Consulting

2008 :    

• Top Brand Award for Tehbotol Sosro from Marketing Magazine and Frontier Consulting 
•  Indonesian Best Brand Award for 3 Consecutive Years (2006-2008) for Teh Botol Sosro, Product Category Packaged Ready Drink dari SWA-MARS
• Indonesian Best Brand Award for 7 Consecutive Years (2002-2008) Teh Botol Sosro, Product Category Non Carbonated Drink from SWA-MARS
• The Most Wonderful Distribution Performance 2008 , Second Place In Green Tea Category for Brand Joy Tea
• The Best in Achieving Total Customer Satisfaction for Teh Botol Sosro, Category Ready To Drink Tea Non Bottle from ICSA 2008

2007 :   

• Indonesia Best Brand Award 2007 Teh Botol Sosro For Sustained Success Continued Achievement Of IBBA For 5 Years (2003-2007) from SWA-MARS
• In Non Carbonated Drink Category from SWA-MARS Indonesia Best Brand Award 2007 Teh Botol Sosro As The Most Valuable In Packaging The Category from SWA-MARS
• The Best Client to PT. SINAR SOSRO from JC&K Advertising
• The Best In Achieving Total Costumer Satisfaction To Teh Botol Sosro Category :Ready To Drink Tea  Bottle from ICSA 2007
• The Best In Achieving Total Costumer Satisfaction To Teh Botol Sosro Category :Ready To Drink Tea Non - Bottle from ICSA 2007

2006 :
Indonesian Costumer Loyalty Award To PT. SINAR SOSRO Category: Non Carbonated, Brand: SOSRO


Customer Social Responsibility (CSR) Programs

Kilau Ramadhan
         To fill Ramadan with positive things, SOSRO held creative activities like Band Religion Competition, Adzan Competition, and other Moslem competitions. And this event came in Bandung, Jakarta, Surabaya, Malang.

3D Saga Movie
          SAGA 3D Movie Stereoscopic First Creation of Indonesian in Indonesia. Tehbotol Sosro proudly presents SAGA Movie Animation that tells about a Little Super Hero named SAGA. Besides watching SAGA 3D’s Movie, the viewer can also get special Price of Tehbotol Sosro and Gift of Action Figure.

Warung Seru
          Warung Seru is held for the teenagers especially in Senior High School. The activity consist of The Band Show, The games, Tatto and Tarot etc.