This my 2nd week report of my Marketing Analytics Course in Coursera. I really appreciate people who leave comments on this report, so that I know my shortcomings in writing this report. And please don’t copy without my permission.

1. Building Brand Architecture Sample Report: Indomilk VS Greenfields
Introduction
In this report I want to examines the brand architecture of two brands “Indomilk and Greenfields” in the dairy milk market like a
fresh milk, UHT milk or ready to drink milk. This two brand are chosen because they are very competitive in the market and it is
not common for some consumers to compare the quality or the price of these two product. Indomilk was established as a pioneer
of dairy milk factories in 1967 and it manifested by the foreign investment of Australia in Indonesia, while Greenfields was
established by a group of Australia and Indonesian entrepreneurs in 1997. So, I want to bring the differences in the brand
architectures of these two brands and to observe how the consumer can have a different opinions with this very similar product.
Brand Architecture
 Brand Architecture for Indomilk
Product Attribute  Have wide range of dairy
product, competitive pricing
Product Benefits  Very selective, have many flavors,
easy to find it at any stalls
Emotional Benefits  Middle low class status, very
nostalgic
Brand Personality  Colorful, simple, freedom
Brand Core/Essence  Communication approach

2.  Brand Architecture for Greenfields
Brand Comparison
As I mention before, both brands compete in similar markets and they uphold the quantity and quality of their products. However,
both brands have very different concentrations in terms of developing their products personality. Indomilk have very wide range
of dairy product (i.e fresh milk, UHT milk, condensed milk, milk bottle liquid and milk powder) and very competitive about price.
On the other hand, Greenfields attract their consumers with only focus on dairy product (i.e fresh milk, UHT milk, yogurt, yogurt
drinks, cheese and whipping cream) and by relying on their modern and automatic machines, they sell their products that are
quite expensive, but their cosumers do not really care about these prices.
Indomilk target on the top of dairy products market by selling their productss for middle low class and their product can be easily
found anywhere. For their competitors, they are targeting the middle class or higher and unfortunately, Greenfields only can be
found in the supermarkets.
Brand Value
For fresh milk categories, Indomilk reach the top 3 of Indonesian Top Brand-Award in 2020.1
On the other hand, Greenfield, which
has not won the title of Top Brand-Award is trying to maintain their consistently produced fresh dairy product at the highest
quality level especially in terms of hygienic product.
Sources Consulted
http://www.indomilk.com/
https://greenfieldsdairy.com/
https://www.topbrand-award.com/top-brand-index/
1
https://www.topbrand-award.com/top-brand-index/
Product Attribute  Only focus on dairy product,
modern, automatic, expensive
Product Benefits  Hygienic and very healthy, private
farms, easy to find in the supermarkets
Emotional Benefits  Middle class or higher,
milenieal, supreme quality
Brand Personality  Artistic, innovative,
sophisticated
Brand Core/Essence Integrated dairy business