This document provides an analysis of the Indonesia situation and proposes an online strategy for Pouch. It describes Indonesia's large population and internet/smartphone usage. Jakarta is highlighted as having many social media and online users. A survey found most people collect rewards but don't exchange them. Proposed online channels are Twitter, Instagram, YouTube and Facebook. Strategies include partnering with influencer Raditya Dika and contests on Instagram. Goals are awareness, downloads and reaching targets. A 2 month timeline and Rp5 million budget are outlined.

1. Pouch Online Strategy
London School Of Public Relations
Almira Rahma Syajida
Dian Reska Utami Saragih
Fanny Adelia Tsukada
Shinta Hawa Thandari
Yuni Ayuningrum
PR14 – 1C
December, 2012

2. INDONESIA SITUATION ANALYSIS
Description
• Population of Indonesia according to Census 2011 is
237,424,363 is the 4th largest country in the World
• Indonesia as the top 8 of internet users in the world with
total of 55,000,000 users, 22.4% of the population until
2011
• 67% of the market, own smartphones
• Top 12 Country with mobile broadband subscriber total
of 29,000,000 users.
• Jakarta as the capital region of Indonesia with
population of 10,187,595 as of November 2011
• Internet users of 8,531,501 in Jakarta
• Indonesia as the 5th Twitter user in the world with
Jakarta as the 1st rank from top 20 cities of posted
tweets.
• Jakarta is the second largest city in the World to use
Facebook after Bangkok with 11,656,760 users
• Jakarta is a shopping hub in the nation also one of the
best places to shop in South East Asia.
• Grand Indonesia Shopping Town is one of the largest
upscale shopping center in South East Asia
• Awareness of Environmental issue in Indonesia
especially in Jakarta is increasing
Statistic according http://www.bps.go.id
2

3. POUCH TO THE PUBLIC
The Strength and the Weakness of Pouch that might effect to the external customer
From The Internal To The External
• Positive feedback of its simple
• Pouch is an easy application to use
design and easy to use.
• Merchant card is not essential to
• People will not forget about their
Strength bring
point reward card.
• More than 40 merchant available
• More merchant is cooperating and
(still growing)
the chance of publication is larger
• Low knowledge of using a new
• Not enough introductory to the application
market • Not all smartphone user using a full
• Only available for full service service phone plan
Weakness • Most of Indonesian customer not
internet user
• Mostly food purchase rewards only to eat but also to shop
• Only for Android and Blackberry • iPhone user is also growing
User (temporally) significantly in Indonesia
3

4. SURVEY RESULT
Survey of how often people collect point reward for their purchased on 50 respondent
Description
• 80% shopper are Female
• Percentage of consumer buy monthly need
include grocery, makeup, clothes, etc:
o 38% ≥ 2 times
o 36% ≥ 4 times
o 12% ≥ 6 times
o 14% < 6 times.
• 60% of the shop provide point reward
• 78% consume food outside in the mall
100% • 70% restaurant DID NOT provide point
<6 No
90%
80% ≥6
No No
reward
70%
60%
No
• 72% customer rarely exchange point while
No
50%
40%
Female ≥4
Yes
Rarely No
Yes
8% always exchange point
30%
20% Yes • 88% public DID NOT know about POUCH
Yes
10%
0%
Male ≥2
Yes Yes • 88% public love the idea about electric point
reward.
• 5 Most visited Mall in Jakarta :
o Senayan City
o Pondok Indah Mall
o Grand Indonesia
o Plaza Indonesia
o Mall Kelapa Gading
4

5. ONLINE CHANNEL
Online channel that are suitable with Pouch to Expand the market and to reach more customer
Pros
Cons ?
• Twitter could be easily utilized to create
• Twitter only contains of 140
effective as well efficient strategies and 1
characters.
campaigns.
Twitter • Twitter marketing could always be a fun
• In the process of tweeting, you
might run into spammers yourself, Raditya
and creative method of doing business. Dika
creating an added annoyance.
• Indonesian users easily to make a tweet
become TTWW
• Instagram only available for 2
• Fast, easy, efficient photo sharing.
• Potential publics may attracted this is Android and iOS users. Photo
Instagram
going to be a fun and easy yet favorable • Not everyone have instagram Compe-
contest and also prestigious to be joined. account tition
• Saves money in marketing • There could be copyright
infringement issues 3
• A good yet inexpensive tools for
Youtube • There are so many videos How to
advertising & best tool to share videos
uploaded on Youtube, video must use
• Per January 2012 Youtube has increased
to four billion videos streamed per day
be unique to catch attention. Pouch
• Facebook Ads enables search engine
• Ads are becoming invasive. They 4
optimization experts and marketers to
used to appear only in the News
Facebook hand select their audience Facebook
Feed, now they appear on user’s
• Facebook ads are extremely successful timelines, photo views, in groups Adv
with local clients and more.
5

6. 1
PROFILE OF RADITYA DIKA
Work Experience
Novel
• 2005 -
Kambing Jantan: Sebuah Catatan Harian Pelajar
Bodoh
• 2006 - Cinta Brontosaurus
• 2007 - Radikus Makankakus: Bukan Binatang Biasa
• 2008 -
Babi Ngesot: Datang Tak Diundang Pulang Tak
Berkutang
• 2010 - Marmut Merah Jambu
• 2011 - Manusia Setengah Salmon
Comic (With Dio Rudiman)
• 2008 - Komik Kambing Jantan
• 2011 - Komik Kambing Jantan 2
More About Raditya Dika
• His twitter account is verified by Twitter.
• His followers until 1 December 2012 is 3,703,887
follower.
• Most of Indonesian who are actively tweeting knew
Raditya Dika, follow him, comment on his tweet or at
least they notice his tweets.
• One of the most influence person on social media in
Indonesia
6

7. WHY?
2 • Instagram is growing significantly in Indonesia especially that Instagram is now available
for Android User which Pouch were the application made for android as well as blackberry
• One of the most popular photo-sharing program and prestigious social network, as of
September 2012 it had 100 million registered users and it is growing rapidly until today.
• Instagram are tend to open updates intensively to get the idea for the latest trend of
anything such as hang out places, foods, stuffs, etc from the hashtags that help users to
discover everything they look for.
3
• Youtube is the largest social media to share videos
• Youtube provide a forum for people to connect, inform, and inspire others across the
globe and acts as a distribution platform for original content creators and advertisers large
and small
• YouTube, the world's most popular video-viewing platform, sees 2 billion hits per day.
4
• Advertising doesn't have to be about interrupting what you're doing, but getting the right
information about the purchases you make when you want it. Facebook created a system
where ads are more relevant.
• Placing ads on Facebook provides one of the most targeted advertising opportunities
today. Social advertising has gone through incredible growth in the last few years.
• Facebook ads seem particularly relevant to your geographic area or interests, it is
because of the targeting features in Facebook ads. We can choose our target market.
7

8. EXAMPLE
Few Companies using social media as their channel to expand their marketing strategy and it is showed
to be a successful campaign
Twitter YouTube
Instagram Facebook
8

9. STRATEGY
Twitter Instagram Youtube Facebook
• Raditya Dika is a celebrity • Publish announcement • Preparing the video of how • Segmenting our target
tweet in Indonesia. about the Pouch Instagram to use Pouch app market by age, location,
Photo Contest in facebook • Create the video as gender, interest, education,
• Choosing Raditya Dika as an
and twitter to attract interesting as it can connection, etc.
advertiser on Twitter
potential customers. • Arrange a budget for
• Educate Raditya Dika about • Upload or publish the
• Explain the competition video to Youtube Facebook ad for the first one
Pouch and its function
mechanism to the customer month
• Raditya Dika will Tweet • Share the Youtube link to
and its benefit. as many friends and as • The Advertisement on
about the Pouch Application
• capture any moment they many media so it will catch facebook will be shown on
on the second month of the
strategy are on the merchant of a lot of attention and views the right side bar / banner of
pouch and upload it on facebook.
• Raditya Dika will Tweet
instagram and must be • The advertisement will
about Pouch in certain time linked to twitter and brought the people to
agreed by the contract. His facebook Pouch’s Facebook Fanpage
tweet won’t sound like an
advertising so it will be • The uploaded photo for the
contest must be captured in
trustable.
the Pouch’s cooperative
merchants.
• Winners will be choosen
every week.
• The rewards are related to
Pouch application
9

10. GOAL OF THE STRATEGY
Social Media
Educate the public about the application and create
awareness to the people. It encourage people to
download the application especially from a well
Known person in social media.
Motivate the target market to take a specific action,
such as try and download Pouch, scan in a QR
code, or visit Pouch corporate store.
GOAL
Create public awareness about Pouch as a must-
have gadget application or as a trend; people will
download it because it’s a must-have application.
Reach our Target Market by Locations,
Demographics, Connections, Interest, Workplace
and Education options per ad.
10

11. TIME TABLE 2 MONTH STRATEGY
January
February
Activity
1
2
3
4
1
2
3
4
Twitter
Educate Raditya Dika about Pouch and it’s function
Raditya Dika tweet about Pouch
Instagram
Publish announcement about Pouch Instagram Photo Contest in Facebook and
Twitter
Explain the competition mechanism to the customer and it’s benefit
The winners will be choose every week
Facebook Ads
Using facebook ads to make people known what is Pouch and the features they can
get in Pouch
Youtube
Uploaded the video how to use Pouch Application
Share youtube links
11

12. BUDGET
!
Strategy January
1! 2! 3! 4!
Twitter
- Raditya Dika
Instagram
- Merchandise Rp. 100.000,00 Rp. 100.000,00 Rp. 100.000,00 Rp. 100.000,00
(Food Vouchers)
!
Facebook
- Advertising Online Rp. 1.000.000,00
!
!
Sub Total Rp. 4.400.000,00
!
Strategy February
1! 2! 3! 4!
Twitter
- Raditya Dika Rp. 3.000.000,00
Instagram
- Merchandise Rp. 100.000,00 Rp. 100.000,00 Rp. 100.000,00 Rp. 100.000,00
(Food Vouchers)
!
Facebook
- Advertising Online
!
!
Sub Total Rp. 400.000,00
12

13. Total Rp. 4.800.000,00
Contigency Planning Rp. 200.000,00
! ! !
Grand Total Rp. 5.000.000,00
13

14. Thank You
14