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Pepsodent
Achmad Fiqhi KurniaEunike Yuliana
Micha ParamithaRaynova Rahmadan
Unilever IndonesiaEstablished in 5 December 1933
Has 43 brands all over Indonesia
Have 8 factory. There are 6 in JababekaCikarang and 2 in Rungkut Industry Surabaya. Main office in Jakarta
Have 370 distributor: PT. Bahagia Intra Nusa Close Up ,PT. Artha Prima Gemilang ,PT. Beta Setia Mega , PT. Tri Sarana Boga, etc
Have more than 6,000 employee
Have 3 subordinate companies:1. PT. Anugrah Lever2. PT. Technopia Lever3. PT. Knorr Indonesia
www. Unilever.co.id/id/aboutus/ourhistory/http://antirianta.wordpress.com/2013/01/02/4/
Company History
Company History
Product AnalysisTooth Paste
Tooth Brush Mouth Wash Kids
Next Trend
Quantum Leap
AC
Price and Place Analysis
Giant Cikarang Alfamart Cikarang
Starmart Cikarang
Distribution Line
Factory in Surabaya2 Main Distributor : Bahagia Intra Nusa and Gemilang Artha Prima
Rp 2.020
Unilever takes 17.8% profit margin dariPepsodent
Rp 359
Source: groups.yahoo.com/groups/mitra-bisnis/message/52956
Based on estimation
Giant Cikarang
Rp 3.650
Rp 3.000
Source: directly from retailers
Retailer
Distribution Line
Segmentation Analysis
A
AB
B
BC
C
D
EBased on price in weight 75 gram
Rp 14.000
Rp 13.500
Rp 7.800
Rp 4.500
Rp 4.090
Rp 3.190
Rp 3.650
Positioning
Sikat gigi pagi + malamStrong Teeth
(Brush your teeth morning + night)
Business Level Analysis
Magazine SWA No.18/XXIV/21 August-3 September 2008Magazine SWA No.16/XXV/27 July-5 August 2009
Magazine SWA No. 15/XXVI/15-28 JULY 2010
Business Level AnalysisIndonesia Toothpaste Market Share 2011
Based on the market share 2011:
Winner
Top ten
Follower
Participant
Top of Mind
Brand Recall
Brand Recognition
Unaware of Brand
Product Life Cycle
2005 2006 2007 2008
Sales 1,440,000,000 1,720,000,000 1,960,000,000 2,400,000,000
-
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
Pepsodent Sales
Based on the data above we can say that Pepsodentis still in the growth stage because their sales are
still increasing
Source:www.unilever.co.id
Conclusion &
Recommendation