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Yunik Trianti
090043
4
Novi Arianti09017
86
Ridwan
Kurniawan
090639Chapter 11
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Chapter 11
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Type : Private Company
Headquarters : Lima, Peru
Address : Avenida La Paz Lt 30, Lima 15, Peru
Phone : (51 1) 371-1812Founded : 1988 as Industrias AA ± aa ± os
Figure : Angel Ananos, CEO & Chairman CarlosAnanos, Managing Director
Web : www.Ajegroup.Com Expansion : Ecuador, Colombia, Brazil, Venezuela,
Costa Rica, Mexico, Thailand, Vietnam,India, and Indonesia
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Vision
Being one of the top20 multinationalenterprises by year2020
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Mission
Contribute to develop
society wealth by being
the best-elaborated
products' choice andseeking excellence from
an integral perspective.
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Organization
Value
• Passion• Unity
• Simplicity
• Congruence
• Respect
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History of AJE1988: Eduardo Ananos andhis wife began making softdrinks in Ayacucho, Peru
1994: Ananos Industry hasfactories in eight cities.
1997: Company enters Lima,Peru's capital, under thebranded soft drinks.
1999: Industrial Ananosopened its first plant outsideof Peru, in Venezuela.
2002: The company startedoperations in Mexico.
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2005: The company, nowcalled Ajegroup, has 15factories in various LatinAmerican countries.
2006: Ajegroup entered Asiawith a factory in Thailand.
2007: Ajegroup company
introduced the first beerthat; Ajegroup has 22production plants in 13countries.
2010: Ajegroup enteredIndia and Indonesia
2011 : Seals deal with The FAEngland and F.C. Barcelona.
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ProductChapter 11
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Chapter 11
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Marketing
Minimalize Production Costs
Analyze each characteristic of thecompetitor. (tactics and practices)
Doing business expansion to severalcountries with rapid expansion.
Become a Sponsor FC Barcelona and theFA England.
Making pictures of the players at FCBarcelona as a brand BIG COLA
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Chapter 11
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Pepsi
Type : Cola
Manufacturer :PepsiCo.
Country of origin :United States
Introduced : 1898 (as Brad'sDrink)
June 16, 1903 (asPepsi Cola)
1961(as Pepsi)
Related products :Coca-Cola
7 UpIrn BruCola TurkaChapter 11
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Coca Cola
Type :Soft drink
Manufacturer :The Coca-ColaCompany
Country of origin :United States
Introduced :1886Color :Caramel E-150d
Variants :See Brandportfolio sectionbelow
Related products : PepsiRC ColaCola TurkaZam Zam Cola
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What is the advantage BigCola?
No caffein
Using materials - local
materials that are
environmentally friendly in
their production process
Low Price, Big Size
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Which one do you want?
Chapter 11
500ml
Rp.5900
500ml
Rp.5900
535ml
Rp.3000
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Cases
Chapter 11
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Can A Peruvian Drinks Giant Take On
Coke And Pepsi?
Chapter 11
Peruvian drinks company AjeGroup announced last
week that it is issue its first bond, worth US$200mn,
to fund expansion into Asia and Latin America and
revealed it was also considering an IPO (initial publicoffering). The prospect of more rapid growth for Aje
is not likely to be well received at The Coca-Cola
Company (Coke) and PepsiCo, with the Peruvian
firm currently increasing market share across LatinAmerican and Asia thanks to a well received strategy
of undercutting the prices offered by the two soft
drinks giants. (www.riskwatchdog.com)
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1) The institutionalization of operations.
2) The replication of the experience
learned in Peru with respect to leaving
behind the conventional and doingthings differently.
3) “Exploding” the markets.
4) The reinforcement of professional
development for its managerial and
executive staff.
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Chapter 11
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Democratizing consumption
AJE’s product value proposals
The multiplier effect Modernization of operations
From grass-roots to multinational
Growing as a family
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DISCUSSION
Chapter 11
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Appropriate pricing strategy for anitem is a competitive and verydynamic in all of the companies
because there is deregulation,information for consumers andcompetition intensity, slow growthin many markets, and the chance to
dominate the market.
(David,W.Creaven,2009:347)
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Pricing strategies according to Kotler
(2000:365), among others:
Product pricing strategy
Product mix pricing strategies
Price adjustment strategies
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According to Kotler and Armstrong(1994),pricing strategy is divided into
two main factors to consider in settingthe price, namely:
Internal factors
External factors.
Chapter 11
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According Indriyo (2001:226), pricing isthe price set by the company'sproducts based on three basic viewswhich include:
Cost
Consumer
Competitor
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ADVANTAGE DISADVANTAGE
Easy to calculate ignoring the consumer
Needs least informal Ignoring the competitor
Easy to manageUsing cost accounting rather
than replace the value
stabilize the marketIncorporating the cost of
missing is not an additional cost
ethical advantage Ignoring the alternative costChapter 11
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According Swastha (1999:242), GoalSetting Sales Price Products Namely By:
Increase sales Maintain or improve market share
price stability
Achieving a target return on investment
Achieve maximum profit
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According Simamorang (2001:193) Factors
That May Affect Pricing Between OtherProducts:
Starting point, a situation which includes demand
and market competition.
Limiting factors that occur at the cost of the
placement price, the marketing mix, expectations,
intermediaries, and macro environmental factors.
Managerial aspects of the authorized organizationas a factor in setting prices in the company.
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Steps in Selecting a Pricing Strategy
Set PricingObjectives
Analyzing the
PricingSituation
Select PricingStrategy
Determine SpecificPrices And
Policies
Chapter 11
(David,W.Creaven,2009:351)
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The Implementation AgainstModel
Chapter 11
S S PT Aj G
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Some Steps PT AjeGroup,in pricing:
Set PricingObjectives
Analyzing
the PricingSituationSelect
PricingStrategy
DetermineSpecific PricesAnd Policies
Chapter 11
(David,W.Creaven,2009:351)
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How PT AjeGroup Analize TheSituation Of Price :
Analyzing thePricing Situation
Customer
Price Sensitivity
Product
Costs
Competitors
Likely Responses
Pricing
Objectives
Chapter 11
(David,W.Creaven,2009:353)
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Chapter 11
Customer PriceSensitivity
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Chapter 11
Product Costs
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-20
-10
0
10
20
30
40
50
60
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Soft drinks and carbonated beverages pricetrends (1994 zero base)
Chapter 11
(Source: Bank of Mexico)
Competitors LikelyResponses
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Chapter 11
Pricing Objectives
SL A/B
SL C/D/E
SL A = Upper/upper middle
SL B = Middle
SL C = Upper lower
SL D = LowerSL E = Marginal
SL: Socioeconomic Level
Source: Market Research Business Association
(Asociación de Empresas de Investigación de Mercados)
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How to select the strategy to setthe price of the product :
Demand-Cost Gap
Demand
PricingObjectives
Cost
Competitors
Chapter 11
(David,W.Creaven,2009:360)
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Chapter 11
Demand
(Ajegroup Produksi - Sumber: dikembangkan oleh penulis)
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Chapter 11
Pricing Objectives
Target object as its customers
are middle to lower
community as its main target
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Chapter 11
Cost
No royalty payments, becauseAjegroup syrup having its ownformula (Juice).
Low production costs, due to
large bottles so that high scaleand low cost per liter. Low-costfinancing.
Ajegroup finance investments withits own funds and with the
resource suppliers.Outsourcing of distribution andsales network.
Low marketing costs.
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Chapter 11
Competitors
H D i S ifi
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How to Determine SpecificPrices And Policies
The Philosophy of the Right Price
Chapter 11
The PriceVolumeQuality Offer
EfficientProcesses
LightOrganizationalStructure
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PT AJEGroup goals using the strategy to set theprice of product :
1. Increase sales
2. Maintain or improve market share
price stability3. Achieving a target return on investment
4. Achieve maximum profit
5. Can compete with the global market,especially with similar competitors
Chapter 11
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Summary
Chapter 11
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Strategy Pricing (Pricing Strategy) is to use price as animportant part in competing with global competition
and the opportunity to master the global market.
In determining the price on a product takes severalcriteria, namely:
Cost = how big the resulting production costs whenproducing the product.
Consumer = to whom the company will sell the product.
Competition = anyone competitors will face when the
product is ready to be marketed.
Chapter 11
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And then:
PT AJEGroup consider several things beforedeciding on the price of its product, such as:
Production costs
Consumer competitors
Chapter 11
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Bibliography
www.riskwatchdog.com , akses 16.04, 24 july2011
www.Ajegroup.com , akses 13.00, 26 july 2011
www.wikipedia.org , akses, 13.00, 26 july 2011 www.elqorni.wordpress.com , akses, 19:00, 4
agustus 2011
www.upi.edu.com , akses, 19:30, 4 agustus 2011
www.indrabudhi.wordpress.com , akses, 21:30, 4
agustus 2011
www.detikhots.info , akses, 19.00, 4 agustus 2011
Chapter 11
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David,W.Creaven,2009:347
David,W.Creaven,2009:351-353
David,W.Creaven,2009:353
David,W.Creaven,2009:360
David,W.Creaven,2009:363
Chapter 11
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Nama :Yunik TriantiNIM : 0900434
Tgl lahir :12 July 1991
Email :
unique.3anti@gmail.co
m
Nama :Novi AriantiNIM : 0901786
Tgl lahir :11 Nov 1990
Email :
novi.arianty11@yahoo.c
om
Nama :RidwanKurniawan
NIM : 0906390
Tgl lahir :14 Maret 1991
Email :
ridhijivtilu1404@yahoo.co.id
CV
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