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Media recommendation for resto

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Media Recommendation for Resto

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Media recommendation for resto

  1. 1. MEDIA RECOMMENDATION FOR RESTO
  2. 2. Case Study for
  3. 3. Indonesian Media Spends Contribute… Ad Spends in mio IDR Source : Nielsen Adquest Millenium, 2013 #1 #2 #9 Ad spending continued to growth with 20% in 2012 and 17% in 2013 YTD compare to 2012 same period. 58,305,546 70,963,103 85,480,652 77,852,856 90,710,837 2010 2011 2012 2012 (Jan-Nov) 2013 (Jan-Nov) 22% 20% 17% Toiletries 14,8% SOE, with 35,6% growth compare to 2011 Beverages 12,5% SOE, 24,5% growth compare to 2011 Services 3.4% SOE, 11% growth compare to 2011 All medium increased, TV gain the highest growth 2010 2011 2012 2012 (Jan-Aug) 2013 (Jan-Aug) TV 37,362,167,038 45,639,766,601 56,752,448,753 51,807,924,883 63,345,123,870 NPP 19,161,343,216 23,366,537,837 26,634,699,432 24,162,050,309 25,631,463,114 MAGZ + TAB 1,782,035,321 1,956,798,965 2,093,503,720 1,882,880,575 1,734,249,868 70%66% 66% 64% 64% 28%31% 31%33%33% With 70% in TV placement 28% in Npp and 2% in Mgz/Tabloids. Toiletries in first rank with 14% SOE followed by Beverages with 12% SOE.
  4. 4. In Services-Trans’t-travel-recreation, Hotel-Bar-Restaurant, took the biggest spend with 60% SOE, followed by Tourism, recreation, a musement-c, travell with 26% SOE and airlines 17% SOE. 921,102,517 810,434,406 910,431,196 2,603,232,702 1,893,398,612 2,056,868,418 2,755,435,112 2,912,947,937 2,929,820,942 2,321,816,070 3,122,083,491 3,793,550,654 4,902,678,680 6,043,649,318 6,426,739,302 8,226,209,012 9,518,003,472 10,708,620,632 12,623,629,432 952,509,483 986,186,497 1,060,549,384 1,514,037,528 1,871,734,025 2,153,661,781 2,331,732,546 2,582,973,466 2,710,825,076 2,764,121,492 2,927,922,197 3,840,614,513 5,547,280,080 5,858,230,739 6,402,055,004 9,822,870,502 10,832,456,135 12,041,393,093 14,509,683,311 G APPAREL/PERSONAL ACCESSORIES D BABY & MATERNITY PRODUCTS L INDUSTRIAL PRODUCTS R SERVICES - PERSONAL SERVICES T SERVICES - EDUCATION Q SERVICES - PROPERTY J HOUSEHOLD EQUIPMENT & APPLIANCES N SERVICES - FINANCIAL U SERVICES - RETAIL C SMOKING & ACCESSORIES P SERVICES - TRANS'T, TRAVEL, RECREATION H HOUSEHOLD PRODUCTS/SUPPLIES E MEDICINES/PHARMACEUTICALS K AUTOMOTIVE & ACCESSORIES M OFFICE EQP'T, COMPUTER, COMMUNICATIONS V SERVICES - CORPORATE & PUBLIC SERV ADV A FOOD B BEVERAGES F TOILETRIES & COSMETICS 2013 YTD 2012 Source : Nielsen Adquest Millenium, 2013 In IDR. (‘000) 39,280,410 24,113,850 63,914,564 98,742,925 84,653,728 157,460,635 557,075,953 704,624,330 1,392,217,096 25,539,450 31,119,250 42,686,590 88,552,869 106,890,685 166,916,166 568,580,601 696,986,592 1,200,649,994 P9 RECORDING P7 MUSIC PROMO P3 FREIGHT FORW',MOVERS,COURIER-S,PARCEL P1 TRANSPORTATION, SHIPPING P8 CINEMA PROMO P6 ENTERTAINMENT,FASHION SHOW,ORGANIZER P2 AIRLINES P4 TOURISM,RECREATION,AMUSEMENT-C,TRAVEL P5 HOTEL, BAR, RESTAURANT, DIS 2013 YTD 2012
  5. 5. 80294620 22519232 16780595 28239061 33751386 34431784 96659044 277,455,908 769,942,065 60449164 12400280 16163980 30895796 34857288 40332220 66038075 267808406 671704785 OTHERS DISCOTHEQUE PUB CLUB RESORT HALL CAFE RESTAURANT HOTEL 2013 YTD 2012 Source : Nielsen Adquest Millenium, 2013 In IDR. (‘000) 1570520 1621125 1956240 2962900 2512330 1509624 3676725 48600 287160 7307500 1080600 806400 4787750 7254340 6281500 1970100 1982870 2004120 2290200 2410275 2463200 2719764 2770911 2884000 2891700 2894250 3065880 3365175 4162200 4492550 4716140 4996250 5049850 5839825 6065550 PASIR PUTIH RESORT BENGKULU DAPUR GALUH RESTO BANJARMASIN FU YUAN SURABAYA IGA BAKAR MAS GIRI BANDUNG PEACH GARDEN BUMBU DESA PONTIANAK WAROENG PONDOK BAHARI BJM SEDERHANA LINTAU PALEMBANG BAKSO MONAS KUPANG WISATA BAHARI MAKASSAR PANTAI SEAFOOD SURABAYA RICE THE BANDAR MANADO BISTRO GODIVA BATAM RUMAH MAKAN MINAHASA BARU MANADO AYAM BAKAR WONG SOLO BANDUNG GADENO BATAM SATE HOUSE SRIWIJAYA SEMARANG CLUB DELUXE D'LUX SAMARINDA 2013 YTD 2012 In Hotel-Bar-Restaurant, Hotel took the biggest spend with the number of 56% SOE, followed by Restaurant with the number of 22% SOE (D’lux Samarinda is dominant)
  6. 6. Campaign Seasonality 69,254 64,584 65,169 67,224 69,343 66,224 80,602 72,890 60,410 61,757 48,213 51,462 - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Rp.(inMio) MGZ NPP TV Source : Nielsen Adquest Millenium, 2013 Most dominant Spending is in Newspaper with 64,761,040 average value. It took 94% share of expenditure
  7. 7. (000s) Vert% Index GENDER MALE 175 35.64 71 FEMALE 317 64.56 130 AGE 10-14 YEARS 20 4.07 38 15-19 YEARS 69 14.05 146 20-24 YEARS 81 16.50 140 25-29 YEARS 109 22.20 200 30-34 YEARS 90 18.33 198 35-39 YEARS 48 9.78 195 40-44 YEARS 39 7.94 137 45-49 YEARS 15 3.05 43 50-54 YEARS 6 1.22 22 55+ YEARS 14 2.85 26 SES A 3000 & OVER 299 60.9 422 B 2000 – 3000 112 22.81 79 C1 1500 – 2000 54 11 39 C2 1000 – 1500 16 3.26 17 D 700 – 1000 7 1.43 20 E 700 & BELOW 4 0.81 39 Identifying Target Audience Hobby - Eat at Restaurant Source: IMS Clear Decision, Pop 50.412.000 MF, 25-39, AB Primary Target:
  8. 8. 102 102 202 146 119 126 150 196 209 103 113 181 141 138 143 182 185 190 0 50 100 150 200 250 0 1000 2000 3000 4000 5000 6000 7000 8000 TV RADIO CINEMA INTERNET SEE STATIC OUTDOOR PUBLIC TRANSPORTATION NEWSPAPER TABLOID MAGAZINE Index Viewer(‘000) Media (000s) MF 25-39 AB (000s) MF 25-39 AB JKT INDEX MF 25-39 AB INDEX MF 25-39 AB JKT Media Penetration Source: IMS Clear Decision, Pop: 47,123,000
  9. 9. Media Selection • Media Print (Magazine & Tabloid) • Digital Media • Cinema • Radio (based on brief)
  10. 10. circulation : 12.500 INFO GADING, circulation : 22.000 INFO SERPONG, circulation : 22.000 INFO GADING SERPONG, circulation : 10.000 INFO TANGCITY, circulation : 10:000 INFO PLUIT KAPUK, circulation: 15.000 circulation : 100.000 circulation : 50.000 Culinary Lifestyle Sector Community Media Print (Magazine & Tabloid) COVER & ADVETORIAL circulation : 20.000 Smart spend in only culinary, lifestyle and sector community type of magazine Tabloids and magazines are very good for explaining the details of the product and better image quality than the newspaper
  11. 11. Utilizing web network placement, To gain more website, in many channel With lowest cost per click/impression DIGITAL MEDIA
  12. 12. #nihaorestaurant #nihao #food #indonesia #enak #lezat #iphonesia #android DIGITAL MEDIA Create trending topic, a word of mouth for those whose been to restaurant Log in to microsite Upload pictures Using hastag Share to social media Tag as many as friendsWin gadget / cash & Voucher
  13. 13. MF 20-35 Years ABC (Profesional, Keluarga Muda, Umum) Program Siaran Acara Utama (Umbrella) : "Elshinta News and Talk", Setiap hari 24 Jam Nonstop Sub Acara : "Diskusi Interaktif", Setiap hari, pkl. 23.00-01.00 WIB "Komentar Opini dan Solusi (Komisi) Anda", Setiap hari, pkl. 01.00-05.00 WIB "BBC Siaran Indonesia", Setiap hari, pkl. 05.00-06.00, 18.00-18.15 WIB, dan 20.00-20.30 WIB RADIO ADLIBS
  14. 14. Cinema 60” Slide Show CIBUBUR JAKARTA GADING JAKARTA ARTHA GADING JAKARTA LA PIAZZA JAKARTA LOTTE BINTARO TANGERANG ALAM SUTRA TANGERANG BINTARO TANGERANG
  15. 15. Summary Media Schedule SUMMARY MEDIA SCHEDULE NI HAO (Fine and Dinning Restaurant) - DEC 2013 Des 2013 Media DEC TOTAL GROSS TOTAL NETT % Print (9 majalah) 940.500.000 752.400.000 75% Cinema 48.132.500 38.506.000 4% Digital Media 148.235.294 133.411.765 13% Radio (2 Radio Network ) 80.300.000 72.270.000 7% TOTAL COST NETT ( belum termasuk ASF & PPN 10%) 1.217.167.794 996.587.765 100% ASF 3,5% on NETT 34.880.572 Sub Total 1.031.468.336 PPN 10,0% 103.146.834 Grand Total 1.134.615.170 Budget Allocation for 1 month or based on client brief

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