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.