Re-launch ofFormula ToothBrush Family Packaging
About BUMBLE BEE                    Advertising Agency•   Bumble BEE was established on 11 January               Our Team ...
Orang Tua Group• For more than half a century, Orang Tua Group have  been in the business of processing natural ingredient...
Background Re-launch                                   of                           Formula Toothbrush•   Formula brand sh...
Background Re-launch                             of                     Formula Toothbrush• Formula toothbrush has been ex...
Objective of the relaunch                  Formula Toothbrush• The objective of relaunch is to make product lifecycle of f...
Packaging of                         Formula Toothbrush•   The packaging of formula toothbrush will made as a package for ...
Design Competition•   To repeat the success of the sale of Formula toothbrush, one product of the Orang Tua    Group, we w...
Toothbrush Design     New Innovation of Formula Family Toothbrush
Integrated Marketing Communications Planning Model              Review of marketing plan              Promotional program ...
Online Promotion    New Innovation ofFormula Family Toothbrush
Commercial and Promotion•   Marketing Communication Objectives secara Spesifik    Marketing campaign will be conducted for...
Commercial and Promotion• Marketing Communication Objectives secara  Spesifik•      Phase 2 (1 April to 1 June 2011)  *. L...
Commercial and Promotion• ADVERTISING• Distribution per phase  Phase 1 (Re-launching & awareness)  Goal  *. To announce to...
Commercial and Promotion• ADVERTISING• Distribution per phase  Phase 1 (Re-launching & awareness)  Goal  In an effort to l...
Commercial and Promotion•   Total Expenditures Media•   Media Television            : Rp. 5.188.360.000,00•   Print Media•...
Team                                             Wita              Femmy                                                  ...
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Aaaaa slide formula tootbrush bumblee bee

  1. 1. Re-launch ofFormula ToothBrush Family Packaging
  2. 2. About BUMBLE BEE Advertising Agency• Bumble BEE was established on 11 January Our Team 2006 in Jakarta, shaded by PT. Easy to Remember.• As a full service advertising and marketing service agency, Bumble Bee provides services for both above the line and below the line marketing activity. Our goal is to become an Agency that offers Integrated Marketing Communication (IMC) in order to provide our Wita Femmy clients with all the services they need in an economical and fast manner. Widyanto• BUMBLE BEE address Jl. Jend. Sudirman Kav.32, Jakarta 10220 Phone: 021-5703838, fax 021-5703839 | website www.bumblebee.com Dila Bramy New Innovation of Formula Family Toothbrush
  3. 3. Orang Tua Group• For more than half a century, Orang Tua Group have been in the business of processing natural ingredients and turning them into quality food products that have become the choice of consumers. Orang Tua Group started with health drinks that were traditionally mixed using natural ingredients. www.ot.co.id• Through research and innovation, Orang Tua Group have come up with unique products that win the competition. Orang Tua Group products have enjoyed a special place in the hearts of Orang Tua Group customers New Innovation of Formula Family Toothbrush
  4. 4. Background Re-launch of Formula Toothbrush• Formula brand share reached 65.49%. Behind him followed Pepsodent (19.83%), and Oral-B (5.20%) from PT Gillette Indonesia, Manful (3.64%) and Ciptadent (1.98%). The rest there are dozens of brands, among others, Smile Up, Good, Jordan, Omega, Smoca, Systema ABCDent - courtesy of UPA to class C, D and E. Meanwhile, the brand value (BV) last year Formula Pepsodent 365.50 and 123.62. BV is a cumulative value of the Top of Mind Brand, Advertising TOM, TOM Brand Share, and TOM TOM Gain Satisfaction Index.• Pepsodent ad spending reached Rp 39.01 billion and slightly smaller Formula: USD 32.92 billion. With the aggressive promotional activity, Pepsodent and Formula toothbrush capable of forming a strong perception in the minds of consumers. New Innovation of Formula Family Toothbrush
  5. 5. Background Re-launch of Formula Toothbrush• Formula toothbrush has been existing for over than half a century. There are so many aspects that make the sales decreasing. One of the aspects is because Formula toothbrush didn’t produce the innovative products and the company didn’t promote the product regularly. Re-launch the product is one of the methods to increase the sales and make the brand in the growth stage. It makes the product life cycle of formula toothbrush longer. New Innovation of Formula Family Toothbrush
  6. 6. Objective of the relaunch Formula Toothbrush• The objective of relaunch is to make product lifecycle of formula toothbrush longer and back to growth stage. We want to give positioning in the customer mind that formula toothbrush is the only toothbrush that made for all the family member that will protect family teeth, gum and mouth with reasonable price and fashionable design. That is why we also change our tagline: New Innovation of Formula Family Toothbrush. We choose a small family with 2 children for target market. Our first activity is make toothbrush competition that open for public for three categories: design for men, women and children with interesting prize. After finished we will make a creative advertising of formula toothbrush for family package to increase brand image and sales. New Innovation of Formula Family Toothbrush
  7. 7. Packaging of Formula Toothbrush• The packaging of formula toothbrush will made as a package for family. It’s including 2 adult toothbrush and two children toothbrush in one package. The design will be different in one another because it will belong to father, mother and two children• For toothbrush packaging will use the small bag that used for a family when they travelling and have to bring toothbrush or want to keep their toothbrush in the bag that can be hanging on the wall. New Innovation of Formula Family Toothbrush
  8. 8. Design Competition• To repeat the success of the sale of Formula toothbrush, one product of the Orang Tua Group, we will hold an event. Event is one of marketing or brand activities that can provide awareness of a product.• In the re-launch this time, we conduct an event that will contest is an event design for a toothbrush adult formula and children.• This event could be followed by the general public from all circles of society and from all age groups, children, adolescents and adults and recorded as a citizen of Indonesia, because as we know toothbrush brand formula enough to be reliable enough for a brush product. Although there are several competitors who tried to enter the market formula, but the brand is still able to compete and still show good salesresults.• This competition will open on 1 February 2011 until 1 April 2011, whereby the participants can then register yourself by filling out the form provided at certain outlets. All participants who have registered to quickly create design for a toothbrush formula for adults and children with a good model and can be accepted by the entire community.• Design sketches that have been completed can be sent to: BUMBLE BEE address Jl. Jend. Sudirman Kav.32, Jakarta 10220 New Innovation of Formula Family Toothbrush
  9. 9. Toothbrush Design New Innovation of Formula Family Toothbrush
  10. 10. Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Sales PR/ Personal Direct Internet/Advertising promotion publicity selling marketing interactiveAdvertising Sales PR/ Personal Direct Internet/ promotion publicity selling marketing interactiveobjectives objectives objectives objectives objectives objectivesMessage Sales PR/ Personal Direct Internet/ promotion publicity selling marketing interactivestrategy strategy strategy strategy strategy strategyIntegrate and implement marketing communications strategies Monitor, evaluate and control IMC Program New Innovation of Formula Family Toothbrush
  11. 11. Online Promotion New Innovation ofFormula Family Toothbrush
  12. 12. Commercial and Promotion• Marketing Communication Objectives secara Spesifik Marketing campaign will be conducted for 6 months divided into 2 phases. Each phase brings a different purpose but interrelated to each other. Phase 1 (1 February to 1 April 2011) *. Officially introduced to the family-saving packaging, and the announcement of the commencement of the toothbrush design contest for the family to the community (Re-launching) *. Developing public awareness advertising tag line communication from Formula toothbrush is the Innovation of Formula New Toothbrush Family. *. Informing consumers about the benefits of Formula toothbrush. Encouraging family members to use the Formula toothbrushes in fulfilling the wishes and needs. New Innovation of Formula Family Toothbrush
  13. 13. Commercial and Promotion• Marketing Communication Objectives secara Spesifik• Phase 2 (1 April to 1 June 2011) *. Lead consumers to purchase more economical packages family toothbrush Formula. *. Strength brand awareness that has been awakened in the minds of consumers against Formula toothbrush. *. More convincing consumers about the existence Formula toothbrush. New Innovation of Formula Family Toothbrush
  14. 14. Commercial and Promotion• ADVERTISING• Distribution per phase Phase 1 (Re-launching & awareness) Goal *. To announce to the audience that has been present package packaging and the latest design competitions for the family, and raise interest in buying audience of formula toothbrush. *. To inform the public about the advantages of packaging and package design contest new toothbrush for the family. Build public awareness of packaging and package design contest toothbrush formula for the family. New Innovation of Formula Family Toothbrush
  15. 15. Commercial and Promotion• ADVERTISING• Distribution per phase Phase 1 (Re-launching & awareness) Goal In an effort to launch new products from this brand renowned Formula *. Television Ads (TVC), a duration of 60 seconds used to announce new products of family and race package packaging design new toothbrush formula. Print ads created for the billboards which will also be used in print media such as newspapers and magazines. *. Internet advertising will be installed on a web page which oftenvisited by the target market the product. Based on research results, web pages are social networking sites (facebook, twitter), google and yahoo. New Innovation of Formula Family Toothbrush
  16. 16. Commercial and Promotion• Total Expenditures Media• Media Television : Rp. 5.188.360.000,00• Print Media• Newspapers : Rp. 3.367.339.400,00• Magazine / Tabloid : Rp. 261.420.000,00• Outdoor Media : Rp. 792.000.000,00• Web Media : Rp. 54.000.000,00•• TOTAL BELANJA MEDIA : Rp. 9.663.119.400,00 New Innovation of Formula Family Toothbrush
  17. 17. Team Wita Femmy Widyanto Any Question ? Dila Bramy BUMBLE BEE Bramy Leonardo Oroh WijayaJl. Jend.Sudirman Kav.32, Jakarta 10220 Femmy Rosaria Phone: 021-5703838, fax 021-5703839 Nurul Fadilah www.bumblebee.com Wita Dewi Widiastuti Widyanto Duta Nugroho New Innovation of Class: MKT 13 – 9C Formula Family Toothbrush www.lspr.edu

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