INTEGRATED MARKETING COMMUNICATIONS

(Study case: integrated marketing communications strategy TEH BOTOL SOSRO)

By Nur masyitha Id: 10808110008

MAJOR OF MANAGEMENT FACULTY OF ECONOMIC AND BUSINESS UIN SYARIF HIDAYAHTULLAH JAKARTA

2011 Integrated Marketing Communications Strategy

TEH BOTOL SOSRO
A. History The SOSRO brand, a well-known tea brand in Indonesia .SOSRO is the pioneer of packaged ready-to-drink tea in Indonesia. The name SOSRO is taken from the name of the founding family, namely SOSRODJOJO. In 1940, Sosrodjojo family started their business in a small city in Central Java called Slawi. At the time, the product sold is dried tea with the brand of Teh Cap Botol and it was distributed only around Central Java. In 1953, Sosrodjojo family started to expand their business to enter the capital city Jakarta to introduce Teh Cap Botol products that were already very popular in Central Java. Then, in 1969, the idea to sell ready to drink tea in bottle was formulated, and in 1970, a bottled tea plant of PT SINAR SOSRO was established, the first ever of bottled ready-to-drink tea plant in Indonesia and the world. The bottle design for Teh botol Sosro has changed three times: 1. First Version :Released in 1970 with the brand of TEHCAP BOTOL SOFT DRINK SOSRODJOJO 2. Second Version: Released in 1972 with the brand of TEH CAP BOTOL (with smaller size for CAP so that people would see more of TEH BOTOL). The phrase SOFT

DRINK was taken out, while TEH BOTOL was written in red and white to symbolize that it was a product of Indonesia. The name SOSRODJOJO was shortened into SOSRO within red circle logo. 3. Third Version :In 1974, the third change took place. The bottle design was not

like the first and second version. Bottle design got new shape and brand name was changed into TEHBOTOL SOSRO. The third design was launched in the wake of the establishment of PT. SINAR SOSROs first plant in Cakung, Jakarta. B. Product Branch products of sosro 1. Teh botol sosro 2. Fruit tea sosro 3. Joy tea green sosro 4. The celup sosro Product Pt. Sinar Sosro 1. Happy jus 2. TEBS 3. S Tee 4. Prim -A C. The journey to introduce of product 1) product was started by doing CICIP RASA (product tasting) promotions to several markets in Jakarta

2) The promotion was conducted by entering the markets and brewing the Teh Cap Botol tea product on the spot. But this promotion was not too successful as the distributed tea was too hot to drink whilst the brewing process took too long, making those who would like to taste it impatient to wait. 3) Tea was not brewed on the spot, but carried already brewed in big pans to the markets using open trucks. But his was successful because some of the tea spilled on the way to the market, mostly to the bad, pockmarked road condition in Jakarta at the time. 4) Finally the idea to sell ready to drink tea in bottle was f0rmulated, and in 1970, a bottled tea plant of PT SINAR SOSRO was established. D. Public relation Public Relations are defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). New product publicity, Product placement, Consumer education, Event sponsorship, Issue sponsorship, Internet Web sites. For example Fruit Tea Sosro Presents Avril Lavigne and Get the Free Tickets .Its your chance to watch Avril Lavigne concert for free along with Fruit Tea Sosro by collecting 3 (three) cups of Fruit Tea bottles all variants to your canteen or radio station that cooperate with till May 5th, 2011.

E. Advertising Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising in teh botol sosro 'media' such as newspapers, magazine, television, banner and etc.
Television :

- TBS Segar (2010) - TBS Uniknya Negeri (2010) - TBS Less Sugar (2010) - TBS Nongkrong (2010) - TBS POUCH-Saga 1 (2009) - TBS POUCH-Saga 2 (2009) - Beda Profesi (2009)
Print Ads:

All Products

Ramadhan

Saga

TBS Gemina 1 liter

TBS Less Sugar

F. Personal selling

Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high. Many promotional activities have been undertaken by Teh botol Sosro, both Above the Line (ATL) and Below the Line (BTL). G. Sales promotion Sales promotion tends to be thought of as being all promotions apart from advertising, personal selling, and public relations. Money-off promotions, competitions, free accessories introductory offers so on. Each sales promotion should be carefully costed and compared with the next best alternative. For example A promotional program that allows the consumer the opportunity to try a product or service for free. For example Happy Jus "Buy 1 Get 1 Dufan/Atlantis/Ocean Dreams Samudras Ticket"Get the coupon Buy 1 Get 1 Ticket of Dufan/Atlantis/Ocean Dreams Samudra in every purchase of Happy Jus for 4 Pcs Happy Jus Tetra or 2 Happy Jus Bottles in Alfamart,Alfa Express, Alfamidi, Hero, Superindo, Tip Top,Lotte Mart dan Farmer Market (Jabodetabek).

H. Direct marketing

Techniques used to get consumers to make a purchase from their home, office, or another non retail setting. Creative agencies work with marketers to design a highly focused communication in the form of direct mail, internet marketing, and telemarketing and have characteristics Non public, Customized, Up-to-date, Interactive. For example In Teh botol sosro
have direct marketing in visit victory with send formulary online.

I. Brand attempts to influence its consumers to gain consideration

In the early days of launch, not a lot of bottled tea Sosro ogled by the consumer. They just find it strange because the product packaging and presenting to educate the cold bottle.

However Sosro not broke. This

company continues

the market through ads surely Sosro bottled tea

in various media and promotions on

the spot. Slowly but

products begin to get a place in the hearts of Indonesian consumers. Especially when the slogan "Whatever the foods, the Drinks must be TEH BOTOL SOSRO!" in to appear. This slogan does not just shake the fellow tea products but also the overall beverage products. Usually, consumers naturally have the satisfaction attribute changes over time and changes can be caused by lifestyle, economic conditions, or that intelligence is increasing.

J. Consumers might engage in each of the processes of selective perception As noted in the text, consumers may engage in selective perception for a variety of reasons, and in a number of different ways. These include: Selective exposure Consumers may selectively decide what they will allow themselves to be exposed to. For example, if a consumer knows information will be provided that may lead to dissonance or the potential for inconsistency, they may consciously avoid the information. If one just purchased a new Ford, having selected this model over Chevrolet, they may avoid

advertisements for Chevys to not create further dissonance. Changing stations during commercial breaks on television or radio, or leaving the room, skipping over ads in magazines, or simply ignoring banner ads are all forms of selective exposure. On the other hand, consumers may actually seek out information as well. Accessing the Internet to obtain more information, reading Consumer Reports for product comparisons, etc. are also forms of selective exposure. Selective attentionsome consumers may stay in the room during commercials, but not pay attention to them. Consumers will be more inclined to pay attention to ads when they are in a search and/or evaluation stage of the decision process and the ad is relevant to this decision. For example, if you were in the market for a new car stereo, you might be more inclined to pay attention to commercials, print ads and publicity regarding brands, sales, etc. Once the purchase has been made, the consumer may engage in selective attention to these messages. Selective comprehensionthere is no guarantee that the information provided by an advertiser will be comprehended in the manner intended. Consumers may distort information to meet their needs, or take away a different meaning than intended. For example, a consumer is torn between two attractive alternative automobiles. One gets 26 mpg highway, the other 22. Depending on which car is purchased, the differences in gas mileage may be distorted. If the higher of the two was bought the 26 may be made out to be significantly higher than 22. If the lower mpg car was purchased, the difference would seem to be much less. Selective retentionusing the example of the two cars just above, what is remembered may be a result of selective retention. Oh, I dont remember the difference in mpg, but I recall it was only slightly higher or I remember there was a significant difference. My car got 4 mpg more, and over a year this would amount to $200 in savings. Consumers have a tendency to

forget that information that is inconsistent or contrary to what they want to believe, and may be more likely to recall that that reinforces their existing beliefs, values, and/or attitudes. In teh botol sosro have Selective exposure changing stations during commercial breaks on television or radio, or leaving the room, skipping over ads in magazines, or simply ignoring banner ads are all forms of selective exposure. On the other hand, consumers may actually seek out information as well. Accessing the Internet to obtain more information, reading Consumer Reports for product comparisons, etc. are also forms of selective exposure. K. Cultural
differences that might impact viewers perceptions of

advertisements/publicity

Cultural mores, values and experiences will directly impact perceptions of advertisements. As noted in the text, understanding these differences may lead to success or failure of the message. Culture is the complexity of learned meanings, values, norms, and customs shared by members of a society. Buying behaviors are directly influenced by cultural values and norms. For example, in some cultures it may be improper to bargain over a purchase, whereas in others it may be expected. In the Latino culture, family is one ofif not themost important values. As a result, ads depicting families and family values are more widely accepted than are those not showing these characteristics. Departing from the idea to use the new packaging, so many people are usually always use

drink tea with the tears, the efficiency and convenience for

tea into new ideas arise. The

of bottles is the most practical alternative in the enjoyment of tea directly to the consumer. This proves that the western world have influenced the lifestyle of a more practical and simple. In ads themed "TBT nongkrong 2010 could be concluded that with tea in the diversity

of Indonesian culture thatmany people drink bottled

accordance with

the slogan Sosro"Whatever the foods, the Drinks must be TEH BOTOL SOSRO!" .