INTEGRATED MARKETING COMMUNICATION POCARI SWEAT TO BE THE BEST BRAND ON ION SOFTDRINK CATEGORY

Itca Istia Wahyuni, Dini Salmiyah Fithrah Ali

Abstract

The Pocari Sweat's goal is become the top brand on ion Soft drink Category. To achieve that goal, Pocari Sweat create the Integrated Marketing Communication strategy that combine any tools, such as advertising, Public Relations, Direct Marketing, Sales Promotion, Personal Selling, Event and Sponsorship. In one year period of media buying, one of the integrated marketing communication tools chooses to the main strategy. It related to what the purpose and goal that to be achieved.

Pocari Sweat in "Pocari Sweat Bandung Java Marathon" choose event as the main tools in Integrated Marketing Communication Strategy. One of the unique points of the event is the collaboration of the running community that represented the "born to sweat" generation. Pocari Sweat's positioning is soft drinking that regenerating ion. It is not easy to Pocari Sweat become a top of brand. In the beginning, Pocari Sweat's brand Awareness began to appear during a dengue outbreak in Indonesia. That time many doctors recommend patients to drink Pocari Sweat to quickly restore the condition of the body. Since then, that brand became known as soft drink that regenerating ion. Pocari Sweat takes advantage of the moment by strengthening its positioning.

Running Community that participated in Pocari Sweat Java Marathon represented the Pocari Sweat's target market. Running is kind of exercising that need replacement ion body. That's why Pocari Sweat chooses the event as the main tools for the Integrated Marketing Strategy for several years.

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