#TITLE_ALTERNATIVE#

• Main Author: RUANI ZAKARIA (NIM : 29107332); Pembimbing : Dr. Ir. Mustika Sufiati Purwanegara, M.Sc , DAVID
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15296
• Institution: Institut Teknologi Bandung

Currently a very drastic growth was happened to isotonic category. This causes a variety of national and multinational companies glanced the potential of this beverage category. In the midst of this competition, Coca-Cola with its PowerAde Isotonic brand must be <br /> <br /> <br /> able to compete with the leader of this category, namely Pocari Sweat. PowerAde Isotonic must be differentiating itself so consumers are preferred to choose rather than <br /> <br /> <br /> Pocari Sweat. As the analysis to PowerAde Isotonik, which are: analysis of economic, analysis of marketing strategy, and analysis of Consumer’s Based Brand Equity, it is concluded that PowerAde Isotonik’s marketing strategy were still ineffective. The decreasing sales volume of PowerAde Isotonik affect it to have a clear message in its marketing strategies that are delivered directly to consumers, furthermore PowerAde Isotonic’s differentiation must be communicated to consumers by way of educating them, so the trial and purchase process that is intended to allow consumers to know, try, and <br /> <br /> <br /> feel the satisfaction which results to be loyal to the PowerAde Isotonic brand. The research said that PowerAde Isotonic’s main problem is the effectiveness of its marketing strategy compared with Pocari Sweat. Therefore this report are expected to help the problem by giving the proposed marketing strategy for the PowerAde Isotonic which expected will give an advantage to the <br /> <br /> <br /> company in the future in terms of sales growth resulting in revenue and consumer choice for consumption. PowerAde Isotonic will use several kinds of advertising media, such as television, radio, and printed media. Moreover, PR Campaign activities, product sampling, POP Material <br /> <br /> <br /> Placement, and Sales Force Motivation will also hold. This is proposed in order to create an IMC system that includes ATL and BTL for PowerAde Isotonic’s marketing strategy as Pocari Sweat. The implementation was planned for a period of 6 months in advance. It is expected that <br /> <br /> <br /> this activity will be done continuously based to a periodic evaluation for continuous improvement”.