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.

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.

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. 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
  In 2008, PT. GUNUNG SLAMAT won Top Brand Award 2008 for bagged tea category.

Along with the business growth, on November 27, 2004, PT SINAR SOSRO and PT GUNUNG SLAMAT were made subsidiaries of a holding company, namely PT ANGGADA PUTRA REKSO MULIA (Rekso Group), headquartered at Gedung Graha Rekso Kelapa Gading - Jakarta Utara.

Since 1970, the company has increased its share of this market until around Indonesia today. PT. SINAR SOSRO product ingredients:

• Tehbotol Sosro ingredients: water, industrial sugar and green tea combined with jasmine and gambier (known as fragrant tea).
• Fruit Tea Sosro ingredients: water, industrial sugar, black tea and natural fruit juice concentrate.
• Joy Tea Green Sosro ingredients: water, industrial sugar and green tea.

PT. GUNUNG SLAMAT has supplied the ingredients for these products of PT. SINAR SOSRO while PT. AGRO PANGAN as a sister company has managed Tea Plantation. The tea ingredient for PT. Sinar Sosro came from Gunung Rosa Tea Plantation (Cianjur), Gunung Manik Tea Plantation (Cianjur), Gunung Cempaka Tea Plantation (Cianjur), Gunung Satria Tea Plantation (Garut), Neglasari Tea Plantation (Garut), Cukul Tea Plantation (Pangalengan), Sambawa Tea Plantation (Tasikmalaya).

Many promotional activities have been undertaken by The botol Sosro, both Above The Line (ATL) and Below The Line (BTL). The Company has actively performed campaigns and activities for young people, like Performance Art Shows, Music Concerts, as well as Movie Screenings.

Comments

The focus of PT. SINAR SOSRO in producing quality products are product freshness, taste, and hygiene, It shows that this company always have good value in the public.

The company always has inspiration for making best product fit on the market target. As the effort, the company won some Best Brand Awards in Indonesia. I think the company has been succeed to sell the product, everyone have known about SOSRO by the slogan “Apapun makanannya, minumnya Teh Botol Sosro”.

One Day I Asked God, “ How to live on the earth?? “

Be Like Moon
Shine in the darkness & submit to the greater light

Be Like Sun
Arise early & don’t go to bed late

Be Like The Birds
Eat, sing, drink & fly

Be Like The Flowers
Loving the sun, but faithful the roots

Be Like The Faithful Dog
But only to your Lord

Be Like The Fruit
Beautiful on the outside & healthy on the inside

Be Like The Day
Which arrives & leaves without boasting

Be Like The Oasis
Give the water to the thirsty

Be Like The Firefly
Although small, it casts it on light

Be Like The Water
Good & Transparent

Be Like The River
Always moving forward & above all things

Be Like The Heavens
A home for God

Lord, don’t let me remain where I am
Help me reach where you want me to be
Have a beautiful life & may God keep me always ....
Amin