Yunik Trianti 090043

4 Novi Arianti 09017 86 Ridwan Kurniawan

090639
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Type : Private Company Headquarters : Lima, Peru Address : Avenida La Paz Lt 30, Lima 15, Peru Phone : (51 1) 371-1812 Founded : 1988 as Industrias AA aa os Figure : Angel Ananos, CEO & Chairman Carlos Ananos, 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 top 20 multinational enterprises by year 2020

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Mission
Contribute to develop society wealth by being the best-elaborated products' choice and seeking excellence from an integral perspective.

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Organization Value

Passion Unity Simplicity Congruence Respect

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History of AJE
1988: Eduardo Ananos and his wife began making soft drinks in Ayacucho, Peru 1994: Ananos Industry has factories in eight cities. 1997: Company enters Lima, Peru's capital, under the branded soft drinks. 1999: Industrial Ananos opened its first plant outside of Peru, in Venezuela. 2002: The company started operations in Mexico.

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2005: The company, now called Ajegroup, has 15 factories in various Latin American countries. 2006: Ajegroup entered Asia with a factory in Thailand. 2007: Ajegroup company introduced the first beer that; Ajegroup has 22 production plants in 13 countries. 2010: Ajegroup entered India and Indonesia 2011 : Seals deal with The FA England and F.C. Barcelona.
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Product
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Marketing
Minimalize

Production Costs Analyze each characteristic of the competitor. (tactics and practices) Doing business expansion to several countries with rapid expansion. Become a Sponsor FC Barcelona and the FA England. Making pictures of the players at FC Barcelona as a brand BIG COLA

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Pepsi
Type : Cola Manufacturer :PepsiCo. Country of origin : United States Introduced : 1898 (as Brad's Drink) June 16, 1903 (as Pepsi Cola) 1961 (as Pepsi) Related products : Coca-Cola 7 Up Irn Bru Cola TurkaChapter 11

Coca Cola
Type Manufacturer :Soft drink :The Coca-Cola Company Country of origin :United States Introduced :1886 Color :Caramel E-150d Variants :See Brand portfolio section below Related products : Pepsi RC Cola Cola Turka Zam Zam Cola

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What is the advantage Big Cola?

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?

535ml Rp.3000

500ml Rp.5900

500ml Rp.5900

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Cases

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Can A Peruvian Drinks Giant Take On Coke And Pepsi?

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 public offering). 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 Latin American 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 doing things differently. 3) Exploding the markets. 4) The reinforcement of professional development for its managerial and executive staff.
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Democratizing consumption AJEs product value proposals The multiplier effect Modernization of operations From grass-roots to multinational Growing as a family

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DISCUSSION

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Appropriate pricing strategy for an item is a competitive and very dynamic in all of the companies because there is deregulation, information for consumers and competition intensity, slow growth in 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 setting the price, namely: Internal factors External factors.

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According Indriyo (2001:226), pricing is the price set by the company's products based on three basic views which include: Cost Consumer Competitor

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ADVANTAGE
Easy to calculate Needs least informal Easy to manage

DISADVANTAGE
ignoring the consumer Ignoring the competitor Using cost accounting rather than replace the value

stabilize the market ethical advantage

Incorporating the cost of

missing is not an additional cost Ignoring the alternative cost
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According Swastha (1999:242), Goal Setting 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 Other Products:
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 organization as a factor in setting prices in the company.

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Steps in Selecting a Pricing Strategy

Set Pricing Objectives

Analyzing the Pricing Situation

Select Pricing Strategy Determine Specific Prices And Policies (David,W.Creaven,2009:351)
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The Implementation Against Model

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Some Steps PT AjeGroup, in pricing:

Set Pricing Objectives Analyzing the Pricing Situation

Select Pricing Strategy

Determine Specific Prices And Policies

(David,W.Creaven,2009:351)
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How PT AjeGroup Analize The Situation Of Price :

Customer Price Sensitivity

Pricing Objectives

Analyzing the Pricing Situation

Product Costs

Competitors Likely Responses

(David,W.Creaven,2009:353)
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Customer Price Sensitivity

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Product Costs

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Competitors Likely Responses

Soft drinks and carbonated beverages price trends (1994 zero base)
60 50 40 30 20 10 0
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

-10 -20

(Source: Bank of Mexico)

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Pricing Objectives
SL A = Upper/upper middle SL B = Middle SL C = Upper lower SL D = Lower SL E = Marginal SL: Socioeconomic Level

SL A/B

SL C/D/E

Source: Market Research Business Association (Asociacin de Empresas de Investigacin de Mercados)

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How to select the strategy to set the price of the product :

Demand

Competitors

DemandCost Gap

Pricing Objectives

Cost
(David,W.Creaven,2009:360)

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Demand

(Ajegroup Produksi - Sumber: dikembangkan oleh penulis)

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Pricing Objectives
Target object as its customers are middle to lower community as its main target

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Cost
No royalty payments, because Ajegroup syrup having its own formula (Juice). Low production costs, due to large bottles so that high scale and low cost per liter. Low-cost financing. Ajegroup finance investments with its own funds and with the resource suppliers. Outsourcing of distribution and sales network. Low marketing costs.
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Competitors

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How to Determine Specific Prices And Policies

The Philosophy of the Right Price

Light Organizational Structure

The Price Volume Quality Offer

Efficient Processes

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PT AJEGroup goals using the strategy to set the price of product :

Increase sales Maintain or improve market share price stability Achieving a target return on investment Achieve maximum profit Can compete with the global market, especially with similar competitors

1. 2. 3. 4.

5.

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Summary

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Strategy Pricing (Pricing Strategy) is to use price as an important part in competing with global competition and the opportunity to master the global market. In determining the price on a product takes several criteria, namely: Cost = how big the resulting production costs when producing the product. Consumer = to whom the company will sell the product. Competition = anyone competitors will face when the product is ready to be marketed.

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And then: PT AJEGroup consider several things before deciding on the price of its product, such as: Production costs Consumer competitors

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Bibliography

www.riskwatchdog.com, akses 16.04, 24 july 2011 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
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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

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CV

Nama :Yunik Trianti NIM : 0900434 Tgl lahir :12 July 1991 Email : unique.3anti@gmail.co m

Nama :Novi Arianti NIM : 0901786 Tgl lahir :11 Nov 1990 Email : novi.arianty11@yahoo.c om
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Nama :Ridwan Kurniawan NIM : 0906390 Tgl lahir :14 Maret 1991 Email : ridhijivtilu1404@yahoo.co.id

Terima Kasih

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