KUKU BIMA ENER-G!

DRINK

Muh Mersa
DIM
Putra

Destra Feringga
K Ardana

Haekal Rizki
Pirous Amalia

Ni Luh Harry
Made Gustara
 BACKGROUND CASE
Drink energy drinks are proposed to increase energy for a person whom drinks it.
ForDrink
someenergy
people,drinks are proposed
the energy drinks totobe
increase energy
drunk in orderfor a person
to avoid whom drinks it.
sleepiness
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
forInenergy
Indonesia, energy
drinks drink, classified
in Indonesia, as health
worth about drinks and
Rp 2 trillion the market size
in 2006
for energy drinks in Indonesia, worth about Rp 2 trillion in 2006

Kratingdaeng is a trade name an energy drink , and which inspiring many

Kratingdaeng
costumer goods’ is a trade name
production an energy
to fulfill to its drink
market, and which inspiring many
in Indonesia
costumer goods’ production to fulfill to its market in Indonesia

One of Indonesia’s biggest herbal companies, PT. SidoMuncul has interested

One
and of Indonesia’s
finally biggestdrink
launched energy herbal companies,
named PT. SidoMuncul
Kuku Bima has interested
Ener-G in 2004
and finally launched energy drink named Kuku Bima Ener-G in 2004
PRODUCT INFORMATION
Original
BUSSINESS SITUATION

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

Product Information and Bussiness Situation

 Marketing Mix and STP
all Indonesia
Male or fem ale,
people
over
24 years,
who need social
m ore
energy in daily
economic status C,
activity
D and E.

K
u
k
●
Product ●
Price u
Bi
6 Variants 20% cheaper m
flavour and than other a
colour product E
n
er
-
Above the G
R
line and o
Below the s
●
Promo line o-
●
Place R
tion
o
s
o!

MARKETING MIX STP

 COMPETITION SITUATION

• There are five

main energy ●
Extra Joss = 45,6%
drink, such as :
Kuku Bima,
●
Kuku Bima Ener-G =
Hemaviton, 15%
Kratingdaeng,
EkstraJoss and M-
150

• From market
share 2008 and
2009, we can see
●
Extra Joss = 40 %
that, in recent ●
Kuku Bima Ener-G =
year, only Kuku
Bima are still 30%
going up

• But , Extra Joss

still number one ISSUE :
energy drink in
market share How can Kuku Bima Ener-G appear
2008 and 2009 the market share of Extra Joss?
Information : Brand
• In this case, we try to
compete head to head between Extra Joss Kuku Bima
Extra Joss versus Kuku Bima
Ener-G by 4P Launch 1994 2004
• In terms of products, Kuku
Bima Ener-G can quickly break Product Original taste in Various taste in
through the market because of sachet sachet
his courage to innovate Price Rp.3.500 Rp.2.500
• Kuku Bima Ener-G produced
with different variants of taste Place All stores, All stores,
• If in terms of price, Kuku include: warung include:
Bima Ener-G turns out to have joss pedagang jamu
a cheaper price than the Extra
Joss. Promotion TV and print, TV and print,
• Views in terms of place also below the also below the
distribution, Kuku Bima Ener- line (135,950 line (62,595
G are easily obtained by million in 2008) million in 2008)
customers Create Generasi Create Laskar
• Kuku Bima Ener-G that has Biang (Genbi) Mandiri
an ad budget is lower than the
Extra Joss is about 30 billion Endorser : Ambassador:
Ahmad Dhani, Mbah Marijan,
(in 2006) is now able reach
Melly Goeslow Chris John
market share of the Extra Joss

COMPETITION ANALYSIS
PRODUCT TEST
DOA IBU MENYERTAIKU SYNDICATE WOULD LIKE TO SAY

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