Strategic Bussiness Plan of Wynnergy Drink as Functional Beverage For ModernWellness

Abstract

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.