contoh penerapan dari distribusi channel dan promosi pada salah satu merk susu formula di Indonesia

1. DISTRIBUTION CHANNEL AND
INTEGRATED MARKETING COMMUNICATION
OF FORMULA MILK
Management Functional
Dian Indah Savitri - 1506699453
Gerha Jayamala - 15066996551
Dinna Afiriyani - 1506699472
Dyah Anggitawati - 1506699491
Fadila Puti Lenggo - 1506699154
Ika Novaria– 1506699705
Fitri - 1506699610

2. Human milk
Human milk substitute
Science, medicine, industry
BABY’S FEEDING:
History & Perspective

3. HISTORY OF FORMULA
MILK
Pasteurization Evaporation Homogenized
Packaging and
commercialization
1900 1920 1940
19601970
Almost 70% of
infants were
receiving cow’s milk
WHO prohibit
commercial
marketing for
infant milk
1980

4. Infant formula milk ( 0 – 6 months)
Follow on formula milk ( 6 – 36 months)
School formula milk ( 4 – 10 years)
Special need formula milk soya, hipoallergenik)
Pregnant and breastfeed mother milk
EXTENDED PRODUCT LINE

5. Super Premium
Premium
Middle
Low
FORMULA MILK SEGMENTATION

6. CHIL KID PLATINUM
For 1 – 3 Years Old

7. BRAND CLAIM

8. Wd w cq
 Moms with kids age 1 to 3 years old
 SES: A – A+
 Living in urban cities
 Active
 Exposed to global information
 Open minded
TARGET MARKET

9. DISTRIBUTION
CHANNEL

10. The process of making a product or service available for
use or consumption by a consumer or business user,
using direct means, or using indirect means with
intermediaries. The other three parts of the marketing
mix are product, pricing, and promotion.
DISTRIBUTION

11. THREE BASIC STRATEGIES
OF RETAIL COVERAGES

13. DISTRIBUTION CHANNEL
OF MORINAGA PLATINUM

15. Principal
(PT Sanghiyang Perkasa)
Wholeseller
(Lotte, Hypermart,
dll)
Consumer
Retailer (Indomaret,
Alfamart, Apotik, Rmah
Sakit, KalCare, dll)
Agent
(PT Enseval Putera Megatrading)
Online Distributor

16. Enseval continuosly the distribution range area. To date,
Enseval owns 46 Full Services branches nationwide, spreading
our service capability from Banda Aceh to Jayapura.

17. Geographical Information System
(GIS)
Transportation Fleet
DISTRIBUTION TOOLS

18. Centralized Data Measuring
Monitoring System
Warehouse Management System
LOGISTIC

19. 1992
PT Enseval
2011
Online Retailer
2012
Retailer’s online
Channel
DISTRIBUTION TIMELINE

20. Webstore
E-Commerce
Retailer Retailer’s Online
Channel
ONLINE SALES DISTRIBUTION

21. Customer memesan
barang melalui
Kalbestore.com
Kalbe store merangkum
pesanan yang diterima
menjadi suatu pesanan
cabang dan
meneruskannya kepada
bagian Demand Planning &
Purchasing perusahaan.
Bagian Demand Planning & Purchasing
menentukan jumlah barang yang harus
dikirimkan ke customer dan memasukkan
Delivery Schedule ke dalam sistem informasi
perusahaan.
PT Enseval menerima
Delivery Schedule melalui
sistem informasi
perusahaan.
PT Enseval melakukan
pengiriman pesanan
customer sesuai jadwal
yang ditentukan.
KALBE E-STORE DISTRIBUTION

22. INTEGRATED
MARKETING
COMMUNICATION

23. TARGETMARKET
PRODUCT

24. CHACHA RAISSA
Radio Announcer
AMANDA AJIKARISMA
General Manager
HELLUA PUSPOYO
Beauty Influencer
YASMIN RASYID
Founder of Circle of Moms
DANESYA JUZAR
Housewife
ALMIRA NINDYA
Housewife

25. Kalaubelisusu formula untuk anak,
apa yang paling kamuperhatikan?

26. “Kualitas!”

27. Bagaimana Andamencari informasi
mengenai kualitas brand susu formula
yang Andapilih?

28. “Kebetulan teman-temanku banyak yang sudah memiliki
Anak, jadi aku banyak bertanya kepada mereka sebagai
‘senior’ dalam mengurus Anak. Termasuk mengenai merk
susu formula untuk Anakku.”
“You know… there’s always Google to rescue you. Aku banyak
ikut forum di dunia maya dan share mengenai hal-hal
tersebut. Atau tanya ke teman-teman yang udah punya Anak,
untuk update.”

29. “Internet! Banyak banget informasi yang bisa didapat disitu.
Aku kebetulan salah satu kontributor di femaledaily.com,
disitu ada forum yang nggak Cuma membahas tentang Beauty
Haul tapi juga holy grail di bidang parenting.”
“Arisan Circle of Moms. Dari bahasan tentang stroller bekas
sampai merk susu ada semua.”

30. “Selain Internet, aku sering pergi ke Mall, jadi kalau ada event
brand-brand susu aku sering datang sekalian tanya langsung
ke mereka. “
“Riset abis-abisan sama suami dan keluargaku. Aku liatin
ingredients-nya satu-satu dan tanya ke dokter anakku juga.
Niat deh pokoknya.”

31. What makesyoudecide thebrand?

32. “Hasil research ku yang panjang itu dong pastinya. Setelah
compare kanan kiri.”
“Perceived quality of the brand”

33. “Hmm… my belief towards the brand..”
“Akhirnya yang jadi top of mind di lingkunganku juga sih”

34. What doyou expect from the brand?

35. “Mudah didapat, banyak event supaya kalau ke Mall bisa join
hahaha..”
“Added value from the brand, of course I don’t want to buy a
product just literally a product.”

36. “Punya gimmick buat anak-anak, biar mereka juga jadi lebih
aktif dengan kegiatan yang dikasih. Merk susu yang aku pilih
sering ngadain event di sekolah Anakku soalnya. Jadi ada
sesuatu yang bermanfaat.”
“Yang pasti cocok sama anakku produknya, selain itu
konsisten untuk jaga kualitasnya secara keseluruhan.”

37. “Gampang cara belinya! Ada pilihan produk yang praktis buat
dibawa kalau lagi jalan-jalan sama keluarga.”
“Bisa kasih informasi yang jelas tentang produknya saat
ditanya. Penting banget tuh yang namanya customer service
.”

38. INTEGRATED
MARKETING
COMMUNICATION
BRAND
EQUITY
 ADVERTISING
 PERSONAL SELLING
 SALES PROMOTION
 PUBLIC RELATION
 EVENT & ACTIVATION
 BRAND AWARENESS
 BRAND ASSOCIATION
 PERCEIVED QUALITY
 BRAND LOYALTY

39. “UNTUKGENERASI PLATINUM”
Empoweringfor bothMomand Kids

41. ADVERTISING
PERSONAL
SELLING
SALES
PROMOTION
PUBLIC
RELATION
EVENT &
ACTIVATION

42. ADVERTISING
Any paid form of nonpersonal (i.e., through some
medium, such as radio, print, direct mail, or e-mail)
presentation and promotion of ideas, goods, or
services by an identified sponsor.

43. PRINT ADS

44. DIGITAL ADS

45. PERSONAL SELLING
A process of helping and persuading one or more
prospects to purchase a good or service or to act
on any idea through the use of an oral
presentation.

46. PERSONAL SELLING

47. CUSTOMER RELATION

48. CUSTOMER RELATION

49. CUSTOMER RELATION

50. SALES PROMOTION
Incentives designed to stimulate the purchase or
sale of a product, usually in the short term.

51. SAMPLING

52. GIMMICK

53. GIMMICK

54. OTHER PROMOTION

55. PUBLIC RELATION
Nonpaid, nonpersonal stimulation of demand for a
product, service, or business unit by planting
significant news about it or favorable presentation
of it in the media.

56. CSR

57. MAGAZINE

58. SEMINAR / WORKSHOP

59. SOCIAL MEDIA

60. SOCIAL MEDIA

61. SOCIAL MEDIA

62. MESSAGE

63. EVENT & ACTIVATION
Marketing process of bringing a brand to life
through creating brand experience.

64. MALL ROAD SHOW

65. MI PLAY PLAN
Active in educating the
parents by providing
information and activities.

66. ACTIVATION