Promotional strategy

- Support media: sosro provide medias such as refrigerator, table, chair, tissue to customers
who purchase sosro product in a large amount. These customers are mostly restaurant,
canteen. For example, sosro will provide a refrigerator for those who have a restaurant
after minimum purchase of sosro product Rp 1,500,000
- Public relation: sosro is opened for industrial visit for educational purpose. Through this
visitation, sosro can educate people about product beside teh botol sosro and promote as
well as selling their product.
- Events and festivals: for example, in we the fest sosro was selling fruit tea, in Blibli
Indonesia open, sosro sold prim-a (mineral water for a sport event)
- Tourist attraction: for example, if u buy sosro product in alfamart and indomart (teh botol
sosro 450 ml & fruit tea 500 ml) minimum buy 3 and keep the receipt. There is sosro booth
in dufan, if u show the receipt u will get discount to enter dufan (weekdays usually Rp
200,000 get discount become Rp 110,000) and (weekend Rp 290,000 becoming Rp
160,000). Also get discount in taman safari.

Pricing strategy
Promotional pricing: discounts in mall and supermarket such as buy 2 get 1. The recent
promotion was buy 1 teh botol original free 1 teh botol tawar with the price of Rp 3500.

Placing strategy
Sosro use direct and indirect distribution to distribute their product from factory to the end
consumer. With direct distribution, product from factory is brought into regional sales office
which is representated by sales office in every city who sells directly to reseller. This only use one
intermediary which is the reseller before product is sold to the end consumer.
Indirect distribution is done in 3 levels. First by distributing product from factory to regional sales
office which is also representated by sales office in each city. Then product is distributired to
wholesaler (dister). Dister will distribute the product to sub dister (sub wholesaler). Then sub
dister distribute the product to reseller and reseller will sell it to end consumer.
Recommendations
- Sosro should develop more products other than beverages such as food and snacks to create
more variety of product and therefore attract more customers.
- Sosro should create more attractive ads to increase customers’ awareness of sosro’s product
such as making the ads in television to be more unique and funnier, or using public figure
that people are familiar with (actor, actress, musician) so that customers who watch the ads
will be interested to buy sosro product.
- sosro can offer sponsorship for events in communities such as in school and campus that will
increase sosro credibility so that sosro has stronger brand equity.
- Can partner up with culinary business especially fast food restaurant that most people are
keen of nowadays to increase brand awareness.