Pocari Sweat

            Pocari Sweat is an isotonic drink that is well known now in Indonesia. It is a well known trademark here, but have you ever know the history of Pocari Sweat? Pocari Sweat is really famous in its original country, Japan. It has already reached its famous state since 1980. It is really a famous health drink there. Pocari Sweat then tried to penetrate the markets in Indonesia. At 1990 Indonesia imported Pocari Sweat from Korea by thirty thousand cans per year. The company that import the product, PT Amerta Indah Otsuka, sustain a loss every year of importing this product for more than ten years. 2002 is the year for the company because they finally get rid of those losses by attaining profits.

            On those 12 years, The Company did not give up to make this product well known in Indonesia. They promote to the society how to live healthily and how by drinking their product it means healthy. They really forces their way to promote their product on televisions by making a advertisement on electronic medias, giving seminars, and influence the doctors as one of the key of healthy living.

            Pocari Sweat is a unique drink actually it replaces ion on your body that is loosed when you are doing your activities. You body is mainly consists of water and those water have ions on it. Basically, by doing activities you loses your ions on the water and Pocari Sweat replaces it quickly rather than normal water. Because of the success of Pocari Sweat as an isotonic drink that also a healthy drink, many producers try to make a new product in Indonesia such as Mizone, Vitazone, E.T.C. Where as a newcomer of this segment of market they just have their easy way to go as in Indonesia, consumers already have a trust on this kind of healthy drink. They have it easy, not like Pocari Sweat where they have to sustain loss for more than a decade because consumers are not well informed about this kind of healthy product. For me, Pocari Sweat is the pioneer of healthy isotonic drink in Indonesia.

 

Source:

http://www.pocarisweat.com.ph/about.aspx

http://en.wikipedia.org/wiki/Pocari_Sweat

Chandra, H.(2008). Marketing untuk Orang Awam®. Palembang, Indonesia :Maxicom.