“EXTRA JOSS”

Executive Summary

I. Current Marketing Situation

The Company

PT Kalbe Farma Tbk is Indonesia's and Southeast Asia's largest listed

pharmaceutical company. Kalbe Farma's main business focus rests on four divisions:

prescription pharmaceuticals, consumer health products, nutritionals, and distribution and

logistics. The company is a leading provider of “comprehensive healthcare solutions”,

from pharmaceuticals, nutrition, health foods and beverages to medical devices, including

primary healthcare services.Extra Joss has built its dominance in the local market but

the brand struggled to maintain its market position.

The Product

Extra Joss Classic is the first powdered energy drink beverage on the market, this

is sold in a box of six single serve sachets, each sachets contains four grams of the

powdered product.. It will recharge your working day, and is a brilliant pre-sport or workout

power up. The tropical fruit flavor tastes great and it is Sugar Free. Extra Joss is

formulated using Ingredients found in other top selling energy drinks brands for less than

half their prices and includes the same ingredients like Caffeine, Taurine, Thiamin,

Riboflavin, Inositol, Niacin, and other B vitamins. But it is Sugar Free and contains
Ginseng and Royal Jelly. The main constituents of Extra Joss is taurine, an amino acid

that is found throughout the body, but chiefly in muscle, heart and brain tissue, the product

also contains Inositol, Vitamins B1, B2, B3 and B6 and the main components of the B-

vitamin complex wich function as cofactor in the metabolism process that generates

energy. The 'Active' ingredients work in synergy to assist metabolism, stimulate

confidence, increase physical endurance, overcome fatigue, sharpen the senses,

enhance reaction speed and for some, it helps lift hangover haze. Extra Joss energy drink

of course, can help maintaining body’s health, refresh and involve in energy metabolism.

Target Market

Kalbe Farma’s Target Customer is Employees mostly a blue-collar worker who is

a working class person who performs manual labor that may involve skilled

manufacturing, fishing, and recycling, construction, mechanic, maintenance,

warehousing, technical installation, and many other types of physical work. These people

would usually consider powering up by drinking energy drinks if they are expecting a huge

amount of work load or considering working over time for extra pay rolls.

Second target customers would be those who study to be profitable working men

and women in the future. Specifically College students , Reviewing to pass by their

exams, doing thesis and researches to complete requirements this will come their way

with the identical time limits can sincerely drain one's mind. They would usually consider

an intake of energy drink to boost their energy to finish every work load.
Demographics

Figure1

Source:2008Homepanel

In the picture of a pie graph above show that Manila is inhabited by sector D that

is many street workers (blue collars – street fighters). The streets in Manila are dominated

by public transportation or better known as the Jeepney and taxi. Labor is cheap. This is

the dominant aspect of the blue collar workforce in Manila, a factor that makes itself visible

in other countries similar to the Philippines.

The sad reality of the matter is that many workers, especially in the Philippines and in

similar countries, don't get enough or equal compensation for their time and sweat. In an

effort to lower production costs and make a bigger profit, the salaries of some laborers

are sometimes kept below the minimum wage.

Once the paychecks have been issued, there are those who head straight for these places

of vice and squander their money on useless entertainment. They can't afford to spend

more money. These are the real target market of Extra Joss.

The number of population in the Philippines has been consistently developing for
a long time dependent on 2015 census result, the populace in 2016 in the Philippines was

100,981,437. In light of the 2015 census results, the populace expanded by more than 8

million people when contrasted with the 2010 evaluation registration results. The

development rate has impeded marginally from the past evaluation, down to 1.72% from

1.89%.

The Philippines contains a diverse range of ethnic groups. The most recent information

accessible originates from the 2000 census,which reported the following breakdown:

* Tagalog, 28.1%

* Cebuano, 13.1%

* Ilocano, 9%

* Bisaya, 7.6%

* Hiligaynon, 7.5%

* Bikol, 6%

* Waray, 3.4%

* Other, 25.3%

Geographic Characteristics

Extra Joss is widely available in every convenient store , leading supermarkets,

retail stores/Sari Sari store and groceries specifically within Metro Manila , parts of Luzon

, Visayas , and Mindanao. And even small Barangays in the Philippines it is available.
Extra Joss can distribute easily and can widely available because of its effect and demand

by consumer .

Benefit Usage Characteristics

Extra Joss is designed for an active lifestyle , It helps maintaining body’s health,

refresh and involve in energy metabolism. Recharge stamina and overcome fatigue and

assist in energy metabolism For diabetic patient and people who needs low calories. Not

suggested for children, pregnant & lactation woman, and hypertension. patient. This

product contain phenylalanine, can not be use for phenylketonuria patient and pregnant

woman with high value of phenylalanne. Usage and Storage Solute 1 sachet with 100 mL

water and stir. Max 3 sachet/day. Keep in cool and dry place.

Description of Competition

Year 2006, Cobra Energy Drink was launched by Asian Brewery, Inc. And Year

1987 Red Bull was launched by the Red Bull GmbH an Australian company, this energy

drink cater to the individuals who wants to have an active lifestyle and to require them to

have a good performance this energy drinks gives them extra energy in terms of physical

and mental performances. By giving the people to have a high energy and to enhance

the physical endurance these products can help to improve the optimal performanc

SWOT Analysis

In this case SWOT analysis can be useful in a process of preparing a promotional plan.

It helps to highlight the issues which can be effectively used in advertising and attraction
of new customers. Moreover, it identifies the main barriers and reasons why the current

marketing performance is not as good as it should be.

STRENGTH WEAKNESSES

*Best for sportsmen, athletes and people of *Ability to attract new customers and retain

ages 18 and above, regardless of their current customers

gender *People might have a wrong perception

* Alternative for softdrinks and enriched with about the product

vitamins *Gives consumers a high kick of *New innovation with no past experience

energy with no side effects

*Affordable to everyone, especially for

people with blue collars or with low income

OPPORTUNITIES THREATS

*Cheaper than other enegry drinks *Health concerns and social responsibility

*Since 2002, energy drink industry has for high intakes of caffeine

grown significantly, giving Extra Joss the *How to compete and win over with other

opportunity to participate with the said competitors

industry *Strong market of energy drinks competitors

*Advertisment of Extra Joss with the help of *Innovation is always at risk

social media *Prices may increase in importing new and

raw materials
II. Marketing Objectives

Increase sales and / revenue

The market sales of Extra Joss will increased and become stable.

PT Kalbe Farma will focus more on distributing Extra Joss and

conducting different ways to promote and make Extra Joss known more

and be the best among competitors. By this the objective is specific

because of the goal to increase sales and it is measurable because we

can analyze and measure the growth of sales, It is achievable , since

we are making ways to gain profit or sales such as the sales promotion.

Also it is relevant because the business is to sell and offer products

and to have the goal of increasing in sales or in revenue in expected

time bound.

Promote New Products or Services

Adding this innovation, a syrup based energy drink for our marketing plan, as we

came up, we decided to lounge a new product, which is "Organic Extra Joss" that is

convenient for the customers can buy this product as low as 13 Pesos. Possibly, we can

attract more customers if they need something that can help them to boost their energy.

We can see the big opportunity as we offer this product with new and different variety of

flavors to the public. To be more specific, the type of syrup based energy drink is made
by plain organic leaves and more, with 10 grams per pack or per sachet. This is also

measurable because we will be using audit and quotas to know if it's effectual.

Attainable and relevant because our product are really convenient and affordable for its

low price, especially to the filipino workers. The time-bound, we the innovators are

looking forward for the year of achievement that can be a turning point for us. In terms of

promoting the product, the medium we use are T.V. commercial, social media networks,

direct and indirect and lastly the broadcast media.

III. Marketing Strategies

A.Personal Selling

RETAIL SELLING It will be distributed among convenience stores and

supermarkets, convincing them to invest in our products, informing them of the profits

they will earn.

BOOTH SELLING This strategy focuses on drawing in potential customers

passing by the booth. The booth will be established around densely populated area such

as supermarkets etc. one of the staff will be in charge of drawing in and persuading the

products we have to offer.

B. Sales Promotion

Extra Joss will maintain its sales growth by offering promos and different tactics

that will attract our customers. Extra Joss will have discounted coupons every time they

purchase of 2 packs that contains 12 pcs of sachet each pack. They can use that coupons

whenever they avail products of Extra Joss . And also their will be having buy one take

one promo on their anniversary. Next is the Promo Scratch Cards collecting 3 WIN
scratches gives you prizes like cash, shirt, tumbler or items from the company Kalbe

Farma. They can get promo scratch cards everytime they consume extra joss. Social

Media contest such as sharing about their “ Tibay at lakas experience” will be their official

entry. Every week their have one lucky winner that will choose and receive exciting

surprises and giveaways. And also they can join and have entry in Social Media contest

by posting their selfies or pictures holding or drinking Extra joss .They can use the official

hashtag #ExtraJosstibayatlakas and the most likes or reacted photo entry will be our

Ambassador for the week and also received cash prize and products.

C.Publicity / Public relations

Extra Joss also involves in publicity or public relations by conducting different

variations of programs and to keep up or enhance a company's image, product and

services. As we enhance the publicity of Extra Joss we conceptualize and came up to this

idea the "The Green Purchasing" in this program we will encourage the consumers to

recycled the purchased products and also this is a bio-based products just like or

packaging a environmentally preferable products and lastly a non-ozone depleting

substances. Also we can do a press conference to spread it nationwide, social media not

only to enhance the name of Extra Joss but also the image of it, this events can help us

to be known in wide range. "EXTRA JObSS" will make our customers stay as we

established a good relationships between consumers and Extra Joss. "EXTRA JObSS"

can help them to find a better job for them and also we can help our country to reduce

the unemployment rate. Also, Their will be an annual “ Tulong At Lakas Program” which

we will conduct an annual Feeding Program for homeless especially for kids.
D. Direct communication

Modern technology granted the ability to further communicate with the target

markets, resulting to dramatic progression when formulating marketing strategies.

Harnessing the power of modern technology, the products will gain exposure via selected

cell phone texts and emails promoting coupons and promos, flyers, newspapers,

endorsement and social media adverts.People don't glue themselves to the television

24/7 so why not advertise while they're on the go? Customers may provide their cellphone

numbers and email addresses in raffle entries and by using their information we may

contact them and advertise our products by coupons and promos. Minimalism and

simplicity is also a must especially in the contemporary world where an average person's

attention span is short. Through the distribution of flyers we may persuade the target

market to buy our products with a few catchy words in large fonts. Newspaper advertising

because why not? The classics never get old and to seal the deal, newspaper advertising

is more affordable. They typically cost less per thousand readers than television, radio,

and direct mail advertising. Endorsement is also a must. Fans of certain celebrities are

bound to buy the products they advertise but it doesn't stop there. Endorsement will surely

build credibility. If they use our products, it shows their fans that it is a product worth using

and builds trust in the brand. The brand will then stand out and open up new markets.

Above all, since the population is immensely inclined to social media it would practically

be a sin if we won't utilize the widescale blessing. Facebook, Twitter, YouTube, Instagram

and more. The exposure grants us customers galore.

E. Product Development/Innovation

PT Kalbe Farma will gain their customer by offering our new product which is the

“Extra Joss Energy syrup” This new product will definitely a less hassle and convenient

energy syrup. It will contain 20ml each sachet with resealable cap. It is much more handy

and it can consume anytime anywhere. It is very easy to use, just simply, shake , open

the cap and drink. This three steps will attract the consumer. It is very convenient

especially to our target markets. Extra joss energy syrup is affordable and much cheaper.

And also the new feature of this Energy syrup is that it comes with Curcuma longa or

known as Turmeric, that has a lot of health benefits.Turmeric Promotes Heart Health: The

properties support the overall health of the cardiovascular system.One of the most

interesting benefits of curcumin is how it can improve the lining of blood vessels (known

as the endothelium). When the endothelium isn’t working properly, it can’t properly

regulate blood pressure and clotting, which can lead to heart disease. Turmeric also

optimizes vitality, it is powerful antioxidant properties fight excess free radicals in the body

that can damage cells and diminish health. Extra Joss Energy syrup will gives energy with

a good health benefits. It can minimize the palpitations, and negative effects on our body.

Our Turmeric supplier will be the Priyas Food House they are known as the number one

supplier of curcumin longa or turmeric. Extra Joss Energy Syrup can consume 1 to 2

sachet per day only. If the Extra Joss Energy Syrup will be successful in the market , PT

Kalbe Farma will also have the Extra Joss Fruit Gum with special herbs that is good for

our health. It is much more easy, unique and powerful energy gum.
F. Social Responsibility

We believe that aside from making profits we should also practice the ethics in

business. Giving consumers what they want and to satisfy them is not enough we should

also care about what would be its impact in our environment and having moral imperative

to "take care" of society and the planet for future generations. So we propose tactics that

counter the proliferating percentage of waste that causes pollution and give help to the

less fortunates. Our tactics consists:

•Raffle (in able to qualify in the entry they must collect 20 empty Extra joss sachet

or 15 extra joss energy syrup and put it in a plain envelope with a piece of paper containing

their complete name, birth date, current mailing address, mobile or landline number and

which can be dropped to drop boxes located in participating stores, supermarkets, and

outlets nationwide. One envelope qualifies for one entry. (The wrappers will be sold and

recycled) Our prizes embodies: a cash prizes worth P200,000 and P100,000 and gadgets

like MacBook Air, white iPhone 6 and iPad Mini. Mechanics: The promo will have four

regional draws in five areas: Greater Manila Area, North Luzon, South Luzon, Visayas

and Mindanao. For every regional draw, there will be one winner of P200,000 and one

winner of P100,000 in each area. Two winners will also get their very own white MacBook

Air, four winners will take home a white iPhone 6, and six winners will receive a white

iPad Mini. The target is to recycle the empty sachets/ wrappers that was collected and to

avoid or to lessen the residual waste in our environment.

•Charity donation or fundraising We're here in business for more than just making

a profit so it is important for us to give back to the community therefore we decided to

give the 5% of the profit that we're going to make out of this project to organize a project
for a cause fundraising event. Our plan is to raise a fundraising event for a cause, then

all the profits that will be gained will be directly given to our chosen charity. The event will

be named "Extra Joss matira matibay", a fun run for a cause Registration fee will

approximately cost around P250 to fund for the event Every participant has a chance to

win cash prizes and products from Extra Joss (And everyone who finishes will receive a

certificate of appreciation) It is not just some activity, it will be a grand event which will

cover all; promoting the product, research on how our product works or how it affects

them, helping them improve their lives, social interaction while having a big impact in our

environment and society. Our target is an effective communication by spreading

awareness of our product. It is an active communication between our company to the

community and environment.

IV. Budgets

This is only an estimated cost based on research and can be change.

Supply and Materials

No. Budget Category and Estimated cost Quantity Total:

Description
1 Turmeric Powder

2 Packaging machine
Publicity/ Public Relation

No. Budget Category and Estimated cost Quantity Total:

Description
1 The Green Purchasing
Program
2 Extra JobSS

3 Press Conference

4 Feeding Program

Social Responsibility

No. Budget Category and Estimated cost Quantity Total:

Description
1 Raffle

2 Charity or Fundraising

Direct Communication

No. Budget Category and Estimated cost Quantity Total:

Description
1 Direct Mail

2 Direct Email

3 Social Media Direct

Marketing
4 Phone Text Messages
Sales Promotion

No. Budget Category and Estimated cost Quantity Total:

Description
1 Coupons

2 Scratch Cards

3 Social Media Contest

4 Giveaways
V. References

https://www.kalbe.co.id/products/ArtMID/456/ArticleID/14/EXTRA-
JOSS?fbclid=IwAR1Yqo2_8X2lpZA4EC-L843ZPeOw3nR-qZk26lJelf505Kj8iMyaS8YP4eA

https://prezi.com/1s3gha3plv0i/extra-joss-marketing-plan/

https://www.behance.net/gallery/51413455/Extra-Joss-Extra-Ordinaryo-Advertising-Campaign

http://francisguison.pbworks.com/f/WEBDEVT+PROPOSAL.pdf

https://www.academia.edu/4658800/Extra_Joss_ppt

https://www.runnersworld.com/advanced/a20815614/ask-the-coaches-energy-drink-extra-joss/

https://www.healthline.com/nutrition/top-10-evidence-based-health-benefits-of-turmeric

https://www.wellandgood.com/good-food/turmeric-anti-inflammatory-dosage/