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Strategic Bussiness Plan of Wynnergy Drink as Functional Beverage For ModernWellness

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Earthcell is a brand that is planned to be established as a forward-thinking company and aims
to align with Sustainable Development Goals specifically for responsible consumption and
production (SDG 12), climate action (SDG 13), good health and well-being (SDG 3). The current
market offerings are mostly loaded with products that incorporate artificial ingredients, high
doses of caffeine, and excessive refined sugar, which may alter the consumers' health status in
the long run. That being the case, Earthcell with the tagline of “fuel your life naturally”
formulates Wynnergy Drink as its first product that is made of a native Indonesian ingredient
and has been consumed since ancient civilization as a way of back to nature movement. It is
not a beverage that is classified into energy drinks, sports drinks, supplements, or medicines.
Wynnergy Drink will be communicated to the market as a functional beverage to support
modern wellness through the incorporation of herbal ingredients. According to beta testing,
the panelists reported various positive effects upon consuming Wynnergy Drink, including
improved sleep quality, better digestion, improved focus, mood, and concentration, enhanced
immune system, useful for common cold/nausea/dizziness, and the ability to alleviate stress,
fatigue, and digestive issues. This report demonstrated that the product’s objective to offer
holistic health benefits is justified. Furthermore, the results of the price survey and
consumers' willingness to pay support the idea that Wynnergy Drink will be sold at Rp 60,000
for 140 grams or the equivalent of seven servings. On top of that, Earthcell employs a
selective approach as its distribution strategy since Wynnergy Drink will be launched in
specific geographical areas (Jakarta and Bandung) and to a particular market segment (fitness
enthusiasts and white-collar workers) in order to capture the market response towards
potential market expansion in the future.

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Availability

Detail Information

Series Title

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Call Number

BE 24-006

Publisher

i3L, Jakarta : i3L, Jakarta., 2024

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Earthcell
Wynnergy Drink’s

Specific Detail Info

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Statement of Responsibility

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Other version/related

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