Ads Campaign Analysis of "SOSRO Kilau Ramadhan"

Advertising Campaign already used for to know “It Works or Not”. In this topic, we explain about the kind of Sosro’s Ads Media, Time periods and target of ads, Sosro’s promotion strategy and Share after ads. The theme of Sosro’s Advertising Campaign is “KILAU RAMADHAN”. This activity used for fulfill the Ramadhan with positive thing.

Sosro uses Through The Line (TTL) as a way to advertise their product. It is using both ATL and BTL communication channels to build brands, such as the internet, exhibitions, display ads on billboard and commercial on TV.

Sosro Company uses many media to improve their product, which are:

• Print Media

They often use print media as one of the advertisement media. There is Headline of Kilau Ramadhan, Body copy of the Kilau Ramadhan Event, Company name & logo always include on there, Tagline of Sosro “Apapun.. Enaknya minum Teh Botol Sosro” and Extra information about the company which support this event.

• POS Materials

The advertisement put on the place which sells the product. Point Of Sale material includes: posters & stickers which is displayed in the stores and in different areas.

• TV Commercials

As everybody know that TV is a most common entertaining is the most attractive way of doing advertisement. Sosro Company does TV Commercials on different channels.

• Billboards

Sosro is very much conscious about their billboards and holdings, they have so many sites in different locations for their billboard, and absolutely never forget to catch their customers with the greatest motto “Apapun.. enaknya minumnya Teh Botol Sosro”


Sosro Promotion Strategy

Advertising Techniques
From the Commercial TV Advertisement, we can know about techniques which is used by Sosro. They use Peer approval associates the product with social acceptance by friends or peers.

Share after Ads
Sosro is the Indonesia-renowned tea bottle and this company currently operating through out the Indonesia archipelago, with totally costumer is about 36.9 million. The review of increasing sales after promoting product in many media.

The conclusion of Ads Campaign Analysis is GOOD. Because the company use TTL well, always give attention of AIDA concept so it gives attractive ads for the customer and also they proof by their share after ads, they can be successful by the ads which is shown. 

Marketing Segmentation & Consumer Behaviour

Product Segmentation

PT. Sosro Sinar is one of the companies engaged in agro-industry, producing various kinds of products by using the leaf tea as one of its main raw material, where one product is Botol Sosro. Botol Sosro is ready to drink tea products first in Indonesia in the pack in a bottle and have been known by the public.
Competition is so tight from the many bottled teas on the market. Based on data from the PT. Sosro Rays are seven brands of tea in bottles that circulated in Indonesia, namely Botol Sosro, Fruit Tea, Tebs, S-tee, Frestea, Tekita.

PT. Sosro currently faces a number of rival soft drink products that are not only from local competitors, but also foreign competitors. Competition of various brands of tea in bottle making companies more careful in designing its marketing strategies. The Company will successfully get customers in large numbers if judged to have a good image in consumers' minds. The creation of a good image in consumers' minds will grow the customer satisfaction that can provide several benefits. Sosro success can not be separated from the brand "bottled tea" which gained a brand just like aqua on white water. Next Sosro stronger because Bottle distribution network is very strong even at remote endpoint. Just like Aqua with white water, another player late entry in the segment of the tea in a bottle, because it considers the idea of water and tea into the bottle.

Consumer Characteristics
Demography

• Age:

• Children (ages 9 to 12 years)
• Youth (ages 13 to 18 years)
• Adult

• Gender: Male and Female
• Religion: All religions
• Occupation: All persons having a job
• Life Cycle: Single, Married, With Children

Psychographics

• Education: All classes of society
• Attitudes: People who like drink tea that has a natural taste and quality.
• Lifestyle: Modern style

      
Positioning

Tea for everyone

Sosro perform positioning by educating people to not feel weird to drink tea in bottles and with display cold. Since the first launching of product, the Indonesian people are still accustomed to drinking tea is served hot. Apparently the process of differentiation that made Sosro good fruit, so Sosro known as tea drinks in bottles that can provide freshness. In its development, to compete with competitors Sosro already campaigning that the consumption of tea will make the body become healthy, because tea contains anti-oxidants. This increases the competitive advantage of Sosro.



Maslow’s Hierarchy of Needs

“ Physiological Needs “

Physiological Needs is a basic need of consumer life like eating, drinking, wearing clothes etc. Consumers buy Teh Botol Sosro because they are thirsty. So this products can fulfill The Physiological Needs.


Purchasing Behaviour
Botol Sosro distributed to remote endpoint areas. Consumers are not difficult to buy the bottle because Sosro is easy in looking for and the price is affordable. Consumers can buy it on Supermarkets, small shops, vending machine and even a mini cart. When the costumer thirsty, they can but it by cash easily.


Loyalty Programmes
There is no Loyalty Programmes which is build by SOSRO, they focus on promotion of their product because consumers can be loyal to SOSRO, it’s about quality product, affordable price and good promotion.