(youthlab indo) Youth Brand Preference; Extra Joss & Red Bull (Brand Audit 1/2)

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  • 1. 1
    page
    Youth Brand Preference
    Case study: Extra Joss & Red Bull
    Part 1
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 2. 2
    page
    Extra Joss is an energy drink made in Indonesia , produced by a national pharmacy company, PT. Bintang Toedjoe.
    The idea of name “extra joss” was given due to its simplicity and memorable effect.
    “Joss” came from Surabaya’speople dialect
    which means “potent, effective”
    Nowadays their niche market expand on young customers. Recently they recruityouth icon such as : International soccer star -Christiano Ronaldo-
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 3. 3
    page
    Extra Joss Brand Activation
    After Merapi’s eruption that
    happened in Yogyakarta on 2010,
    the rescue volunteers that helped
    the evacuation process have been
    pointed as heroes of 2010
    by Gatra Magazine.
    Extra joss take that momentum to
    create a creative brand activation
    involving the young people.
    100 volunteer from 100 cities will
    be chosen to be part of
    Extra joss booth camp. A camp
    dedicated to graduate professional
    rescuers.
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 4. 4
    page
    What is the true meaning of
    Brand activation?
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 5. 5
    page
    Brand Activation
    Process
    “actualy we know that
    you’re trying to sell us
    something” –Youth-
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 6. 6
    page
    The traditional culture inside
    Indonesian families and education
    system put youth as
    a passive audience.They are the target
    and commodity of information.
    Therefore, they’re seeking more
    social forum and media to find their
    true identity and a place to be heard
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 7. 7
    page
    Over 31 Million of Facebook account in
    Indonesia, the biggest in Asia.
    2nd after USA worldwide.
    20 percent of internet user in Indonesia
    Have a twitter account.
    Serial creator of trending topics worldwide.
    All these data shout at us that youths urge
    to be heard.
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 8. 8
    page
    Brand Activation for youth
    should be a process where
    brand are activated by them.
    They also owned a share
    of the brand and actively
    Involved in the concept
    creation
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 9. 9
    page
    “Because listening is
    the engagement it self”
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 10. What Extra Joss Have Done In Term of Listening To Youth?
    10
    page
    Their facebook page contain standard features : wall, info, photos, discussions, notes. What make it different is “Bintang 7” tab, containing explanation about extra joss product. All clear and informational, but only serves as a one way traffic. A brand-centric strategy.
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 11. 11
    page
    Red Bull is an energy drink sold by Austrian Red Bull GmbH. It was created as an adaptation of the Thai energy drink Krating Daeng. In Indonesia, known as Krating Daeng
    Red Bull’s slogan is “it gives you wings”. It means Red Bull gives wings to people who want to be mentally and psysically active and have zest for life.
    Red Bull’s products are: red Bull Energy, Red Bull Sugarfree, red Bull Cola, red Bull Energy Shot, and Red Bull Sugarfree Energy Shot.
    It’s different to Extra joss which packed in sachet, red bull choose to pack the “energy” in bottle.
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 12. 12
    page
    “We are all different, unique, so don’t be a stereotype. If you dance with the capacity of your body and work hard, you can become perfect in your own way!”
    -Lilou – Red Bull BC one Champion 2005&2009
    Instead of creating
    a so called community,
    Red Bull join, immerse
    Into one, interact, and endorse
    them based in on their need to
    be heard…
    The 14 millions like on their facebook pages
    describes how this approach works
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 13. 13
    page
    161,704 followers
    On twitter
    More listening as engagement
    tools. Red bull twitter account
    Is filled with inter-community
    Interaction.
    A consumer-centric mindset as
    Brand strategy.
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 14. 14
    page
    Find more insights on
    Extra Joss and Red Bull on the 2nd Part
    Of this report
    Writer:
    Muhammad Faisal Executive Director
    AnggunIntan Research Manager
    Contributor:
    Andini K Dewi Managing Partners
    Tara Talita Project Manager
    Edith Lavindri Marketing Strategist
    Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com
  • 15. Catch also our Youth Trends Report out January 2011
    Indonesian Youthniverse 3/3 series:
    1/3 Indonesian Mobile Trends
    2/3 Indonesian Auto Trends
    3/3 Female-Millennial Moms Trends
    Visit our web for more info
    www.enterthelab.com
    Or contact:
    Muhammad Faisal
    Faisal_sii@yahoo.com
    Tara Talita
    Tara.talita@gmail.com
    The first repository
    of Indonesian youth culture & behavioral insights
    Youth Laboratory Indonesia www.enterthelab.com