The Marketing Mix

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PT. BERJAYA SALLY CERIA

INTRODUCTORY BUSINESS
CHRISTABEL VANIA MICHAEL
NPM : 1006805510

Table of Contents

Page ...................................................................................................................................... 1 1.1 Sour Sally’s form of business
1.2 Opprotunities in starting this business in Indonesia
1.3 Maintaining good relationship with customers, suppliers and media

Page ....................................................................................................................................... 2 2.1 Business cycle
2.2 Expanding this business overseas
2.3 Responsibilities to customers

Page ..................................................................................................................................... 3 3.1 SWOT analysis
3.2 Things that needs to be maintained after starting this business

Page ..................................................................................................................................... 4 4.1 The marketing concept
4.2 The marketing mix (product)
4.3 The marketing mix (price)

Page ..................................................................................................................................... 5 5.1 The marketing mix (place)
5.2 The marketing mix (promotions)

Page ..................................................................................................................................... 6 6.1 The other promotional technique
6.2 Conclusion
Attachment ........................................................................................................................... i Attachment ........................................................................................................................... ii Attachment ........................................................................................................................... iii

PT. Berjaya Sally Ceria

Sour Sally is a business that sells frozen yogurt that is indeed a very succesful business in Indonesia. Sour Sally’s form of business is PT (Perseroan Terbatas), the PT is called PT. Berjaya Sally Ceria (PT is a legal entity with a limited liability). This company was established by a young man named Donny Pramono who has an insentive to start a business in Indonesia. At first he started his career at an accounting firm but then he decided to quit and started a new business by opening Sour Sally . As an enterpreneur he was brave to take risks in starting this business even though there was probability that he might fail. In starting a business everyone aims for the highest profit possible and the higher the risk the higher the profit. With the support from his family, he is able to maintain his business. He was insprired to open Sour Sally When He first came to Los Angeles, because the city was being hit with a craze for frozen yogurt and Donny Pramono himself was one of the helpless victims who found themselves having to go to “Pinkberry” (Pinkberry is a frozen youghurtz store in Los Angeles) four or five times a day. In Indonesia the environment for starting a frozen yogurt business wasn’t very competitive at that time because frozen yogurt wasn’t very popular among the society, so he saw this as an opportunity to start the business in his country. In the beginning when he started the business there wasn’t any meaningful competition (monopoly) because he was the first in doing it and introduced the frozen yogurt to the society and made it popular in Indonesia. In a short time he made frozen yogurt become one of the consumer trends. Soon after it became popular in Indonesia other competitors began to follow the step in doing the same business, such as “Red Mango”, “J-Cool”, “Tutti Frutti”, and many more. Despite challenges and competition Sour Sally is able to survive and still holds the country’s number one frozen yogurt. Sour Sally become people’s favorite not only...
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