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"Manajemen Bina Usaha" class. 5th semester final test, individual assignment

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  1. 1. Account Department M-Comm brand agency Farikha Azizia 0806317413
  2. 2. Weekly Meeting Result <ul><li>Client chosen: QRIPIQ apple snack </li></ul><ul><li>Reason: </li></ul><ul><ul><li>Our agency still in young age  we need to be billings-orientation </li></ul></ul><ul><ul><li>Weak business plan from other client (café)  uncertain future </li></ul></ul><ul><ul><li>Great opportunity from QRIPIQ  big company. Will be good branding for our agency. Even if the opportunity is 1:5 (compete with 4 other agencies) </li></ul></ul>
  3. 3. STRATEGY
  4. 4. <ul><li>Define main objective of the branding </li></ul><ul><li>Check current perception in apple snack </li></ul><ul><li>Analyze consumer’s need </li></ul><ul><li>Define target audience </li></ul><ul><li>Campaign proposition </li></ul><ul><li>Campaign integration </li></ul>
  5. 5. 1. Main Objective -
  6. 6. 1. Main Objective <ul><li>To introduce QRIPIQ as a newly product of apple snack </li></ul><ul><ul><li>Today many snack apples produces but in small scales and only in certain areas </li></ul></ul><ul><ul><li>This branding will raise the awareness for product category in apple snack </li></ul></ul>1 1 1 1
  7. 7. 2. Current Perception in Apple Snack -
  8. 8. 2. Current Perception in Apple Snack <ul><li>Local product (i.e. in Malang which produces apples) </li></ul><ul><li>Hard to bite (for chips) </li></ul><ul><li>Healthiness uncertainty (apple is healthy food, how about the snack from apple?) </li></ul><ul><li>Not consider to have variations of taste </li></ul>2 2 2 2
  9. 9. 3. Consumer Needs -
  10. 10. 3. Consumer Needs <ul><li>“ Frito-Lay continues to help meet consumers’ ever-changing snack needs, most notably in the areas of weight management and positive nutrition, which along with heart health, comprise our focus in well-being. </li></ul><ul><li>“ Weight Management: Understanding the varying needs of its customers, Frito-Lay offers a variety of products to help those interested in minimizing total fat and caloric consumption.” </li></ul><ul><li>http:// /health-wellness/meeting-consumer-needs </li></ul>3 3 3 3
  11. 11. <ul><li>So, it’s all about.. </li></ul>HEALTHY SNACK
  12. 12. 4. Target Audience -
  13. 13. 4. Target Audience <ul><li>18 – 30. Consider the youth and young professionals as the influence makers </li></ul><ul><li>Unisex </li></ul><ul><li>Psychographic: Likely to eat snack, health awareness </li></ul><ul><li>SES A-B. Consider the health awareness within the people </li></ul><ul><li>Geographic: big cities </li></ul>4 4 4 4
  14. 14. 5. Campaign -
  15. 15. 5. Campaign Proposition <ul><li>Insight : people like to eat snack for their own, even if they’re in the same room with friends or family, </li></ul><ul><li>So, to eat snack together is not always in term of sharing </li></ul><ul><li>Proposition : QRIPIQ is a good snack for everybody </li></ul>5 5 5 5
  16. 16. <ul><li>Tagline offered : </li></ul><ul><li>“ Your good snack” </li></ul>
  17. 17. 6. Campaign Integration -
  18. 18. 6. Campaign Integration <ul><li>Advertising </li></ul><ul><li>Activation </li></ul><ul><li>Packaging </li></ul><ul><li>Placement </li></ul>6 6 6 6
  19. 19. Advertising <ul><li>Objective: To create awareness about QRIPIQ apple snack </li></ul><ul><li>Media: TV, Radio, Print, Outdoor </li></ul><ul><li>Big Idea: Exaggerate the idea of “Your Good Snack” in every storyline </li></ul><ul><li>Storyline draft: A person bring many QRIPICs for each person in moment of togetherness (so, together, everyone got 1 QRIPIQ each person) </li></ul>6 6 6 6
  20. 20. Activation <ul><li>Competition crafting QRIPIQ apple snack into delicate meals </li></ul><ul><li>Target Audience: Young Family and Youth People </li></ul><ul><li>Location: Theme Park </li></ul>6 6 6 6
  21. 21. Packaging <ul><li>Simple design with minim colors </li></ul><ul><li>Package size  easy to bring </li></ul>6 6 6 6
  22. 22. Placement <ul><li>Supermarkets and hypermarkets </li></ul><ul><li>Mini markets (Circle K, 7/11), Alfamart, Indomaret) </li></ul><ul><li>Healthy stores </li></ul><ul><li>Healthy café/food stall/restaurants </li></ul>6 6 6 6
  23. 23. Thank You Ujian Akhir Semester MK Manajemen Bina Usaha