This presentation proposes an integrated marketing communications plan for Clas Mild cigarettes in Indonesia. It begins with background on the cigarette industry and market share of mild cigarette brands. It then analyzes Clas Mild's strengths, weaknesses, opportunities, and threats. The proposed IMC objectives are to maintain brand awareness and preference and increase market share among young urban professionals. The proposed IMC program includes continuing existing initiatives, increasing brand buzz through advertising, promotions, sponsorship events, and a mobile gaming initiative to engage youth.
This digital marketing campaign integrated a TV program with an online microsite, social media, and advertising to engage target audiences across digital channels. The campaign was recognized as one of the best marketing PR campaigns in 2012 for its use of a microsite on the Google Display Network, banner ads, and search engine marketing to promote a TV program.
The document discusses statistics about internet and social media usage in Indonesia. It notes that over 60% of Indonesian internet users spend their time on social media, with an estimated 25 million people on Facebook. It also provides demographic information, showing that 40% of users are aged 20-24, and over 75% have household incomes over 2.5 million rupiah per month. Finally, it discusses the large Indonesian online community Kaskus, which has over 1 million members and is the top ranked local site according to various analytics sources.
1. The document discusses different die systems used for making working casts from dental impressions.
2. It describes techniques for producing single pour dies, multiple pour dies with separate dies, and removable dies.
3. Factors that influence the choice of die material such as the impression material used and required properties of the die material are also covered.
Dokumen tersebut merangkum rencana pembelian media untuk produk minuman kopi siap minum Caféla Latte. Rencananya meliputi pembelian spot iklan di televisi, koran, majalah, tabloid, dan radio dengan total biaya Rp999.992.747,5. Target audiensnya adalah pria perkotaan usia 25-44 tahun kelas menengah ke atas. Media dipilih berdasarkan riset yang mempertimbangkan efisiensi biaya per rating point di televisi dan efektiv
This document provides information about a communications agency in Indonesia called Fortune Indonesia. Some key points:
- Fortune Indonesia is one of the top 5 agencies in Indonesia and the only listed advertising company on the Indonesia Stock Exchange. It has over 200 staff and $55 million in annual business turnover.
- The agency has won several awards for its creative work, including bronze awards from Fortune Indonesia for direct promo marketing, small-scale ambience promo, and TV commercial craftmanship.
- Fortune Indonesia works with a wide range of clients across various industries and provides integrated communications solutions including advertising, public relations, digital marketing, events, and more.
- The agency has a portfolio of work showcasing campaigns
Lesson learned in developing UI and mobile apps blibli.comifnu bima
This document outlines lessons learned from developing the UI and mobile apps for blibli.com. It discusses improving the customer experience through fast performance, scalability, and new features. It provides lessons on hiring the right people, implementing agile processes, using technologies like Solr, Redis, and microservices, prioritizing mobile-first and native apps, and managing content. The key takeaways are that hiring, processes, technologies, platforms, and content all need continuous improvement to best serve customers.
This digital marketing campaign integrated a TV program with an online microsite, social media, and advertising to engage target audiences across digital channels. The campaign was recognized as one of the best marketing PR campaigns in 2012 for its use of a microsite on the Google Display Network, banner ads, and search engine marketing to promote a TV program.
The document discusses statistics about internet and social media usage in Indonesia. It notes that over 60% of Indonesian internet users spend their time on social media, with an estimated 25 million people on Facebook. It also provides demographic information, showing that 40% of users are aged 20-24, and over 75% have household incomes over 2.5 million rupiah per month. Finally, it discusses the large Indonesian online community Kaskus, which has over 1 million members and is the top ranked local site according to various analytics sources.
1. The document discusses different die systems used for making working casts from dental impressions.
2. It describes techniques for producing single pour dies, multiple pour dies with separate dies, and removable dies.
3. Factors that influence the choice of die material such as the impression material used and required properties of the die material are also covered.
Dokumen tersebut merangkum rencana pembelian media untuk produk minuman kopi siap minum Caféla Latte. Rencananya meliputi pembelian spot iklan di televisi, koran, majalah, tabloid, dan radio dengan total biaya Rp999.992.747,5. Target audiensnya adalah pria perkotaan usia 25-44 tahun kelas menengah ke atas. Media dipilih berdasarkan riset yang mempertimbangkan efisiensi biaya per rating point di televisi dan efektiv
This document provides information about a communications agency in Indonesia called Fortune Indonesia. Some key points:
- Fortune Indonesia is one of the top 5 agencies in Indonesia and the only listed advertising company on the Indonesia Stock Exchange. It has over 200 staff and $55 million in annual business turnover.
- The agency has won several awards for its creative work, including bronze awards from Fortune Indonesia for direct promo marketing, small-scale ambience promo, and TV commercial craftmanship.
- Fortune Indonesia works with a wide range of clients across various industries and provides integrated communications solutions including advertising, public relations, digital marketing, events, and more.
- The agency has a portfolio of work showcasing campaigns
Lesson learned in developing UI and mobile apps blibli.comifnu bima
This document outlines lessons learned from developing the UI and mobile apps for blibli.com. It discusses improving the customer experience through fast performance, scalability, and new features. It provides lessons on hiring the right people, implementing agile processes, using technologies like Solr, Redis, and microservices, prioritizing mobile-first and native apps, and managing content. The key takeaways are that hiring, processes, technologies, platforms, and content all need continuous improvement to best serve customers.
Havas Media is a global marketing communications company with a presence in over 100 countries. In India, Havas Media has experienced four-fold growth between 2005 and 2010, operating in 6 major cities with over 150 professionals and billings of over INR 1500 Cr. The document discusses Havas Media's global scale, capabilities, partnerships, and buying power in India. It provides examples of innovative marketing campaigns in India for clients such as Hyundai and highlights the company's experienced management team.
This document discusses the potential for e-commerce in various Indonesian cities. It provides data on the total population of major cities like Jakarta, Surabaya, Bandung, Semarang, Medan, Palembang, Makassar, and Denpasar. The document also notes that online shopping penetration rates are currently around 4.6% but are expected to continue growing significantly with the increasing availability of internet and smartphone access across Indonesia.
The document analyzes an advertisement for KitKat Mini chocolate bars using a crossword puzzle. It critiques flaws in the original ad such as lack of color, small logo, and irrelevance of puzzle words. Three improved advertisements are proposed using word searches instead and addressing the flaws. The best new ad features a bright, colorful word search that is almost complete with the KitKat package imprinted prominently to convey the "mini break" message more clearly and appeal to wider audiences including children.
1) Media planning has become highly creative due to media fragmentation and new options, requiring creative solutions to develop effective plans.
2) A media plan is developed jointly by the agency's media, account, and creative teams along with the client and considers all marketing communication areas in an integrated campaign.
3) Developing a media plan requires extensive research from various sources to understand the target audience, competitors, each media channel's audience, and optimize reaching the right people.
Advertising Media Plan Presentation: GW + NikeGabbi Baker
The GW Athletics and Nike media plan aims to promote products from their partnership, raise brand recognition for GW Athletics, and increase school spirit. Tactics include ads in the GW Hatchet newspaper and digital/social media. Promotions involve giveaways at basketball games and partnerships with campus facilities. The low-cost plan runs January through December and is evaluated for effectiveness in meeting objectives and reaching the target GW student market. An integrated marketing approach across the university ensures a consistent brand message.
IMC, Media Planning, Media Budget, Marketing plan, ATL and BTL, Above the line and below the line, Media selection, Communication Strategy and Plan, IMC program
The Nacho Cheese Doritos media plan utilizes a multi-pronged approach across magazine, television, internet, and in-store advertising to engage consumers and drive sales. The plan aims to maintain market share by reinforcing quality and motivating consumption during key seasons like football. Advertising will appear in publications like Us Weekly and on channels like Cartoon Network to reach a wide audience. Interactive elements on Doritos.com and social media will encourage brand loyalty. In-store promotions include floor graphics, displays, and sampling.
Dokumen tersebut merupakan proposal acara BeIUC Carnaval 2012 yang diselenggarakan oleh Bekasi Islamic Youth Camp untuk memperingati hari jadi ke-1 organisasi tersebut dan memberikan wadah bagi pemuda Bekasi untuk berekspresi secara kreatif dan berkompetisi secara sehat.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
This document discusses local media planning. It defines key local media like newspapers, radio, magazines, out-of-home, directories, direct mail and new media. It emphasizes matching local media to target markets and conducting local market research. The document provides examples of different local media plans for businesses with different target markets in the same area. It also discusses factors in local media planning like population, economic base, behavior patterns and secondary research sources.
The world’s most international brewer
No 1 in Europe and No 2 in the world by revenue
Operations in over 70 countries globally
Brewing great beers, building great brands
Committed to surprising and exciting
consumers everywhere
Long and proud history and heritage
Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
Digital numbers and landscape in indonesia 2016 updatedSeno Pramuadji
This is the update version of digital number in Indonesia based on APJII survey. Although there has been controversy regarding the survey, I'm just re-compile it into much easier use and read.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
Heineken is one of the world's leading beer brands with over 130 years of history. It aims to grow sustainably through innovation, efficiency, and focus on markets it can win. It faces challenges from industry maturation and consolidation. Heineken can grow in the US by increasing advertising of brands like Tecate and Dos Equis to young and Hispanic drinkers. Developing lower calorie beers also taps into growing consumer interests. Global expansion through acquisitions maintains competitiveness.
The document provides summaries of several case study presentations at an advertising awards event. Key highlights included:
- Ogilvy presented Bajaj Pulsar's campaign as a humorous skit about the creative process, though they wished they had more time for results.
- Mudra Group used magic tricks to creatively present Volkswagen's innovative campaign elements like stenciled newspaper ads.
- Lowe presented Tata Tea's impactful "Jaago Re" social campaign against corruption through subtle competition references.
- Ogilvy rendered Center Fresh's "Rather Chew than Talk" campaign as a spoof reality show skit to focus on the brand's communication.
A Company Credential is a brand activation agency in Jakarta, Indonesia that aims to consistently create engagement between customers and brands through unique yet relevant brand activation activities. The agency believes experiences are crucial for helping consumers feel and experience brands in cluttered media environments. Being part of the MKI Group provides research-based strategic approaches to ensure activities are measurable and have impact. The agency was established in 2005 and provides services including planning, management, sampling, exhibitions, road shows, and campaign measurement.
A Company Credential is a brand activation agency in Jakarta, Indonesia that aims to create engagement between customers and brands through unique and relevant activation activities. The agency believes experiences are crucial for helping consumers feel and experience brands. Being part of a larger group provides research-based strategic approaches that assure clients activities will have measurable impacts. The agency was established in 2005 and provides services including planning, management, sampling, exhibitions, and campaign measurement.
Havas Media is a global marketing communications company with a presence in over 100 countries. In India, Havas Media has experienced four-fold growth between 2005 and 2010, operating in 6 major cities with over 150 professionals and billings of over INR 1500 Cr. The document discusses Havas Media's global scale, capabilities, partnerships, and buying power in India. It provides examples of innovative marketing campaigns in India for clients such as Hyundai and highlights the company's experienced management team.
This document discusses the potential for e-commerce in various Indonesian cities. It provides data on the total population of major cities like Jakarta, Surabaya, Bandung, Semarang, Medan, Palembang, Makassar, and Denpasar. The document also notes that online shopping penetration rates are currently around 4.6% but are expected to continue growing significantly with the increasing availability of internet and smartphone access across Indonesia.
The document analyzes an advertisement for KitKat Mini chocolate bars using a crossword puzzle. It critiques flaws in the original ad such as lack of color, small logo, and irrelevance of puzzle words. Three improved advertisements are proposed using word searches instead and addressing the flaws. The best new ad features a bright, colorful word search that is almost complete with the KitKat package imprinted prominently to convey the "mini break" message more clearly and appeal to wider audiences including children.
1) Media planning has become highly creative due to media fragmentation and new options, requiring creative solutions to develop effective plans.
2) A media plan is developed jointly by the agency's media, account, and creative teams along with the client and considers all marketing communication areas in an integrated campaign.
3) Developing a media plan requires extensive research from various sources to understand the target audience, competitors, each media channel's audience, and optimize reaching the right people.
Advertising Media Plan Presentation: GW + NikeGabbi Baker
The GW Athletics and Nike media plan aims to promote products from their partnership, raise brand recognition for GW Athletics, and increase school spirit. Tactics include ads in the GW Hatchet newspaper and digital/social media. Promotions involve giveaways at basketball games and partnerships with campus facilities. The low-cost plan runs January through December and is evaluated for effectiveness in meeting objectives and reaching the target GW student market. An integrated marketing approach across the university ensures a consistent brand message.
IMC, Media Planning, Media Budget, Marketing plan, ATL and BTL, Above the line and below the line, Media selection, Communication Strategy and Plan, IMC program
The Nacho Cheese Doritos media plan utilizes a multi-pronged approach across magazine, television, internet, and in-store advertising to engage consumers and drive sales. The plan aims to maintain market share by reinforcing quality and motivating consumption during key seasons like football. Advertising will appear in publications like Us Weekly and on channels like Cartoon Network to reach a wide audience. Interactive elements on Doritos.com and social media will encourage brand loyalty. In-store promotions include floor graphics, displays, and sampling.
Dokumen tersebut merupakan proposal acara BeIUC Carnaval 2012 yang diselenggarakan oleh Bekasi Islamic Youth Camp untuk memperingati hari jadi ke-1 organisasi tersebut dan memberikan wadah bagi pemuda Bekasi untuk berekspresi secara kreatif dan berkompetisi secara sehat.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
This document discusses local media planning. It defines key local media like newspapers, radio, magazines, out-of-home, directories, direct mail and new media. It emphasizes matching local media to target markets and conducting local market research. The document provides examples of different local media plans for businesses with different target markets in the same area. It also discusses factors in local media planning like population, economic base, behavior patterns and secondary research sources.
The world’s most international brewer
No 1 in Europe and No 2 in the world by revenue
Operations in over 70 countries globally
Brewing great beers, building great brands
Committed to surprising and exciting
consumers everywhere
Long and proud history and heritage
Media planning involves making a series of decisions to determine the best way to deliver advertisements to a brand's target audience. This includes defining the target audience, determining reach and frequency goals, selecting appropriate media and vehicles, and scheduling placements. Key terms in media planning include target audience, demographics, psychographics, socio-economic class, media/vehicles, ratings, gross rating points, reach, average frequency, and channel share. Media are broadly categorized, while vehicles are specific placements within each medium.
Digital numbers and landscape in indonesia 2016 updatedSeno Pramuadji
This is the update version of digital number in Indonesia based on APJII survey. Although there has been controversy regarding the survey, I'm just re-compile it into much easier use and read.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
Heineken is one of the world's leading beer brands with over 130 years of history. It aims to grow sustainably through innovation, efficiency, and focus on markets it can win. It faces challenges from industry maturation and consolidation. Heineken can grow in the US by increasing advertising of brands like Tecate and Dos Equis to young and Hispanic drinkers. Developing lower calorie beers also taps into growing consumer interests. Global expansion through acquisitions maintains competitiveness.
The document provides summaries of several case study presentations at an advertising awards event. Key highlights included:
- Ogilvy presented Bajaj Pulsar's campaign as a humorous skit about the creative process, though they wished they had more time for results.
- Mudra Group used magic tricks to creatively present Volkswagen's innovative campaign elements like stenciled newspaper ads.
- Lowe presented Tata Tea's impactful "Jaago Re" social campaign against corruption through subtle competition references.
- Ogilvy rendered Center Fresh's "Rather Chew than Talk" campaign as a spoof reality show skit to focus on the brand's communication.
A Company Credential is a brand activation agency in Jakarta, Indonesia that aims to consistently create engagement between customers and brands through unique yet relevant brand activation activities. The agency believes experiences are crucial for helping consumers feel and experience brands in cluttered media environments. Being part of the MKI Group provides research-based strategic approaches to ensure activities are measurable and have impact. The agency was established in 2005 and provides services including planning, management, sampling, exhibitions, road shows, and campaign measurement.
A Company Credential is a brand activation agency in Jakarta, Indonesia that aims to create engagement between customers and brands through unique and relevant activation activities. The agency believes experiences are crucial for helping consumers feel and experience brands. Being part of a larger group provides research-based strategic approaches that assure clients activities will have measurable impacts. The agency was established in 2005 and provides services including planning, management, sampling, exhibitions, and campaign measurement.
The document outlines a digital marketing campaign for the Clear brand aimed at Vietnamese youth aged 18-25. The campaign's objectives are to strengthen the brand's "cool" personality, stimulate patriotism and a spirit of exploration. The core insight is that young Vietnamese want to be cool but think traveling abroad is cooler than within Vietnam. The campaign concept "My Kool Vietnam" encourages youth to confidently explore and share cool places within Vietnam. The deployment plan has three phases: awakening interest through influencers and videos; experiential events; and amplifying shared experiences on digital platforms. Outcomes included high video views, engagement on check-in pages and a growing network effect. The key learnings centered around developing audience insights
POLO, a popular mint candy brand in Indonesia known for its hole and mint flavor, will be launching a new package size with added mint taste after being idle for 3 years. The communication strategy aims to create awareness of the new POLO and increase sales through roadshow activations. The strategy involves push programs like retail branding and self-displays to increase visibility, as well as pull programs like product sampling and challenges at events to encourage trial and purchases. A key part of the strategy utilizes digital sharing on Instagram to amplify the brand's message and experiences.
This document provides an integrated marketing communication plan for KIK Cola. KIK Cola targets younger adults aged 10-35 from middle to upper social classes. The plan uses two strategies: a push strategy focused on trade using sales promotions, advertising, and personal selling; and a pull strategy for consumers using advertising, public relations, sales promotions, and personal selling. The budget is Rs. 30 million with 60% for the consumer strategy and 40% for trade. Performance will be measured both quantitatively using ROI, sales volumes, and market share, and qualitatively through market research, website feedback, and focus groups. The year-long plan aims to increase brand awareness, preference, and loyalty among consumers and distribution channels.
Jazz Activation Strategy 2016 - On-ground campaign Ideas for Leading Telecom ...Haseeb Ahmed Noor
The document proposes several brand activation strategies for Jazz to engage customers across urban and rural areas in Pakistan. It suggests experiential activities like theatre performances, cricket competitions, and 3G experience booths that showcase Jazz's technology and services. Digital and social media elements are recommended to complement offline events. Case studies on successful integrated campaigns show how to connect various touchpoints around a clear brand message. The goal is to position Jazz as an enabler of digital experiences everywhere customers are located.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
This document discusses closing the "experience gap" between what brands promise and the actual experiences consumers have. It outlines 5 principles for improving customer experiences: 1) Add value for consumers, 2) Invite consumer participation, 3) Use user-first design, 4) Inspire sharing of brand experiences, and 5) Create brand content that consumers want to engage with rather than interrupting them. It provides examples of brands like KLM, Ikea, Dove, and Honda that have successfully implemented these principles through campaigns, programs and digital experiences. The overall message is that brands must shift from focusing on marketing messages to focusing on the experiences they provide and the value they deliver to consumers.
This document outlines KIK Cola's communication plan. It discusses the company's SWOT analysis, target market segmentation (STP analysis), and objectives. The objectives are to establish KIK Cola as Sri Lanka's leading soft drink brand and increase various metrics like market share, sales, and distribution. The communication strategy uses both push and pull tactics with an emphasis on advertising, sales promotions, public relations, direct marketing and personal selling. Effectiveness will be evaluated both quantitatively based on ROI, sales, market share, and qualitatively through market research, focus groups, and feedback from customers and sales teams.
The document discusses 5E strategies for luxury brands to effectively do content marketing:
1. Encourage user participation through campaigns that promote user generated content without advertisements.
2. Express your brand culture through content like city guides and fashion diaries.
3. Editorialize your brand by allowing users creative freedom with the brand.
4. Establish frontiers while staying true to your roots by maintaining multiple social media presences with different strategies.
5. Experiment with different social media platforms tailored to different types of customers.
This document provides an overview of advertising and sales promotion concepts presented by three students. It includes reviews of core advertising concepts like advertising, promotion, integrated marketing communications, consumer behavior, and branding. It also summarizes an awareness campaign by Surf Excel and the punch line creation process of Bank Alfalah Ltd. Additionally, it distinguishes between products and brands and provides the three step process for a product to become a brand. Finally, it outlines the storyboard of a television commercial for Standard Chartered Bank.
This is Marketing Strategy of Jazz for BTL activities. They planned to work on the street theater and other mediums. Please email me for this presentation xeenoor1@gmail.com
The document summarizes the marketing strategy and history of Cadbury Dairy Milk chocolate in India. It discusses how Cadbury shifted its positioning from targeting children to targeting adults by positioning the chocolate as providing "The Real Taste of Life." This helped expand the brand's consumer base and significantly increased sales volumes. Cadbury has continued adapting its strategy, brand range, and communications to maintain growth and market leadership in India.
Marketing plant for the launching of a product of your own choice.SM-Masum Billah
This document discusses the marketing principles course titled "Principle of Marketing" with course code MKT-321. It summarizes Clemon's customer segmentation into three categories: demographic, geographic, and psychographic. Demographic segmentation focuses on social and economic factors like age, sex, and income. Geographic segmentation divides customers by the areas they reside in, targeting all of Bangladesh. Psychographic segmentation targets customers with funky lifestyles, especially students who regularly drink soft drinks and follow Western culture. TV and newspaper advertisements will aim to portray Clemon as fresh and fun. Trade promotions are offered to retailers. The launching budget estimates costs like manpower, materials, processing, distribution, marketing, promotions, advertising, and losses. The
Carrie Law has over 17 years of experience in cross-media, communications, and technology fields across Greater China, Asia, Europe, and the US. She has fostered partnerships with leading media companies in China. Law is currently working at Ignite Media Group, a Hong Kong-based media conglomerate that provides advertising, public relations, digital marketing, and publishing services across Macau, Hong Kong, and Guangzhou.
Young Marketers Elite 3_Assignment 21.1_Mobile Marketinghonvongphu
Câu hỏi duy nhất - Phân tích 4 case mobile marketing ở Châu Á thành công: trong đó có 1 case thành công do technology innovation, 1 case do consumer insight xuất sắc, 1 case xuất sắc khi kết hợp mobile với những platform khác, 1 case có sales conversion thành công . (100%
Brandwidth is an experiential marketing agency that specializes in increasing a brand's "brandwidth", which refers to a brand's capacity to connect with people across different mediums. The agency uses creative insights to develop experiential solutions that resonate with consumers. It then relies on tactical expertise to bring these solutions to life across various platforms in an efficient manner. Some of the services Brandwidth provides include developing brand experiences, event planning and execution, marketing campaigns, and helping increase brand engagement.
2. “ Smoking is a rite
of passage here, if
you don’t smoke, its
like you’re not
Indonesian.” office
of clerk Andre, 23
(http://www.guardian.co.uk/world/2012/
mar/22/indonesias-smoking- epidemic)
3. What’s On the Presentation
Background – Cigarette Industry
A brief on Mild Cigarette Players
Clas Mild – SWOT and Existing Marketing Program
Proposed IMC Objective & Strategies
Proposed IMC Program and Implementation
4. Interesting Facts about
Cigarettes
• Cigarettes are the 2nd largest household expenditures in Indonesia after food
• The industry generates $7bn (£4.4bn) in revenue for the Indonesian government every year (source:
(http://www.guardian.co.uk/world/2012/mar/22/indonesias-smoking- epidemic)
• 57 million smokers in Indonesia, 5% of them are women
• 3rd top of the world for total numbers of smokers (Source: WHO)
5. Regulations
in Indonesia
• Smoke Free Places
• Restriction in Tobacco
Advertising, Promotion and
Sponsorship
• Tobacco Packaging and
Labeling
• Tobacco Control Legislation
7. Mild Cigarette History in Brief
•Mild cigarette did not exist in Indonesia until 1989
When A Mild was born
•Mild cigarette was considered ‘not macho’ and only
gained popularity years after its first launched
•Mild cigarette market increased while in general
cigarette – SKM market is down
•2% Average total growth rate market of mild cigarette
per year
•
•20% of total national market of all kind of cigarettes
Source: (GAPPRI, Gabungan Perserikatan Pabrik Rokok Indonesia, 2009)
8. Trend in Marketing communication
strategies adopted by MILD’s players
• Word ‘mild’ as identity, except for LA Light
• White as dominant color of packaging
• Targeting youth and young adult as users
• Sponsoring music and events
• Using ‘unusual’ tag line and English
10. Comparison A mild LA lights Star Mild Clas Mild
factors
Year of launch 1989 1997 2003
Company PT. HM PT. Djarum PT. Bentoel PT. Nojorono
Sampoerna Prima Indonesia
Target A-B class B-C class At first B-C
audience class
Now A-B
Class
Tagline Strong brand “Enjoy aja” “Lower than “Clas Mild is
activation, Low” Today”
contains social “Today’s Spirit”
issues
Selling price Rp. 11,000 Rp. 11,500 Rp. 10,000 Rp. 10,000
Market share 44% 3.4% national 17%
in mild market share
category
14. Ads expenses
Brands Company Promotional
Budget (RP)
A Mild HM Sampoerna 144, 16 M
Class Mild PT.NTI 61,63 M
Star Mild Bentoel 58.89 M
LA Light Djarum 57,07 M
U Mild HM Sampoerna 50.06 M
X Mild Bentoel 41,84 M
Year:2005
15.
16. IMC
Objectives
• Maintain brand awareness, perceived image and
perceived quality
• Strengthen brand preference
• Achieve more market share
• Maintain the position as the second place in mild
cigarette market
• Upscale the target audience to A-B class
17. IMC Objectives
The purpose of this Marketing
Communication message is to
convince young urban, male and
female aged 19-35, aware of taste • Primary Target market: Male age 18-25
and life style, that Clas Mild is the • Secondary Target market: Male age 26-
35
hip, cool and smart choice of • SES : A-B class
• Characteristic of the target market:
cigarette because it offers premium Young urban
quality of LTLN cigarette. It Educated & Smart
Professional
represents young spirit of being Bold
Adventurous
smart, bold, adventurous and Possess ‘can do’ attitude
Influencer
possessing ‘can do’ attitude Appreciate quality and good taste
Expressive
he tone of message will be: young, energetic, active, smart, modern, creative, on f
18. IMC Strategies
1. No change in logo and tag line 2. Continue existing
communication initiatives soundsation and clasensation 3.
Create more brandbuzz to maintain the brand presence through
various adplacement 4. Connect to the youth to create brand
awareness through sponsorship programs 5. Maintain
the loyalty of Clas Mild community and get numbers of new loyals
by offering promotional programs 6. Connect and
communicate brand image to target audience by giving
experience of a life time (workshops, fun & dare adventure)
done in mass and Events 7. Gain exposure brand buzz
through news coverage, word of mouth, community group and social
media conversation
19. IMC Program: Continue Existing
Communication Initiatives
• No change in logo tag line
• new slogan: “ DARE TO MOVE”
• soundsation and Clasensation social media
• Piggy backing the other program communication using Clasensation
21. IMC: Brand Buzz to Maintain Brand
Presence through Ad placement
Providing smoking box with exhaust in some malls in
Jakarta, Makassar, Palembang, Semarang where the
smoker can smoke in the box without make the
surrounding air being polluted for the non smoker.
22. IMC: Brand Buzz to Maintain Brand
Presence through Ad placement
Redesign gardens in Jabodetabek, Jogjakarta, Bandung, Medan,
Padang, and Lampung make the trees and bush formed into “CLAS”
letter respectively, and putting “CLAS” fountain on the garden.
23. IMC: Brand Buzz to Maintain Brand
Presence through Ad placement
Ads on the train and bus stop
24. IMC Promotional Program
Limited edition of packaging, size & shape of the cigarette, and flavors
PACKAGING:
• Packaging Tin case & Card case
• Printed fun facts, riddle and picture perspective on it
TASTE & SHAPE
• Different shape – rectangular kick
• Different Taste, “Especially Yours” for girls with orange, strawberry, vanilla
and chocolate flavor. For Man, cigarette with coffee and cinnamon flavor
25. IMC Promotional Program
Every purchase of 3 packs Clas Mild can get
a free 2 hours parking in the mall in Jakarta
( GI, PI, PP, CP)
26. IMC Promotional Program
“ATM” touch screen machine for collecting Clas Mild
package, where everybody can create their personal
account on “clasensation website”, every package will
give them 10 points.
•The rewarded points can be used for discount in
giordano, discount in ticket price by Air Asia, or movie
ticket
27. IMC Program: Mass Event
“Experience Your Spirit with Clas Mild”
•Mass event to communicate and connect with wider target audience.
Participants from Java, Bali, Sumatra and Sulawesi are taking part in
program skill/experience workshops and activities offered at the same
time/date
•Venues: Yogyakarta, Bandung, Medan, Padang, Lampung, Jabodetabek,
Bali, Makassar, Surabaya
•Offer special experience that is fun, adventurous, educative and meaningful.
It is in a form of act, workshop, learning experience, adventure experience
•Connect the buzz from people who join the event to clasensation website
•Opening event by Flash MOB in all venues
28. IMC Mass Event:
Experience Your Spirit with Clas Mild
Workshops Physique Adventure Specialties
Comic
Modern Dance Wall Climbing
Photography DJ-ing
Salsa Dance Hiking
Writing Magic Class
Running Sky Diving
Painting Golfing
Theater Diving
Juggling Shooting-Range
Muaythai Caving
Presentation/M Archery
Capoera Snorkeling
C-ing Gamelan
29. Experience Your Spirit With Clas
Mild
The program is expected to give Clas Mild more
exposure through news coverage (buzz),
community group which contains of (mostly)
youth, and social media conversation among
young people (will be read by youth as well)
30. IMC: Communicate and Maintain brand
image through Event
On Clas Mild Anniversary Celebration:
Releasing Balloons on the daylight in HI and
releasing lampions to the sky at night time in Ancol
31. IMC Program: Event Clas Mild Day
Out
Another strategy to keep the brand in the mind of target
Day out is ‘jalan jalan/ bersepeda/treasure
hunt/dance on the street/ Nonton Bola Bareng
Sponsored by Clas Mild, targetting community
groups
32. IMC Program: Connect to the Youth to Create
Brand Awareness
through Sponsorship Program
Clas Mild Friendly Match Competition
Roadshow sponsoring sports groups to schools or universities where
they go on friendly competition with international and local basketball
and football professional players: NBA, MU, Liverpool, Local groups
33. “Clas Mild –
Young Inventor”
Competition for
Innovative Invention
IMC Program: Connect to the Youth to Create Brand Awareness
through Sponsorship Program
34. IMC Program: Connect to the Youth to Create Brand
Awareness
through Sponsorship Program
Group Competition on IMC ideas for Clas Mild
•To generate fresh ideas from young groups
•Gain intense involvement and ownership from the participants
group of university students
•To find and accommodate fresh ideas from TA
•Use WOM as vehicle for brand awareness
35. IMC Program: Brand Buzz through mobile social
networking game
Four Square
Check-in: use of mobile devices’ GPS and the Foursquare app to
announce their presence at location. Users check into any given
location more than anyone else become the “mayor”
Badges: users can earn various badges for check-ins and tasks
completed
Points: Foursquare users can earn a variety of points for their
check-ins. They play against their friends and geographic
destinations each week to see who can earn the most points
36. IMC Program: Brand Buzz through mobile social
networking game
How to game:
•Co-branding with 7-11. Lawson, Alfa Mart as destination for
Clas Mild Four Square game.
•Participants will use GPS to report their presence at location,
unlock the badge, and add points for purchase of Clas Mild at
the location
•Participants complete required number of visits and points
become mayor of Clas Mild get a chance to win “Dare to
Move Trip” to exotic and adventurous destination in
Indonesia
37. Program Schedule
Months Events
January Trees & Fountains forming Clasmild
February Cycling & watching soccer (every Saturday)
March Train & Bus ads and Tin case & Card case
April Foursquare program
May Releasing balloons & lampions
June ATM
July Workshops
August Free parking
September Roadshow sponsoring sports
October Smoking box with exhaust
November Different cigarette shapes
December Different tastes
39. http://www.tobaccocontrollaws.org/legislation/country
http://finance.detik.com/read/2012/01/25/071618/182
References
http://202.59.162.82/cetak.php?cid=1&id=4552&url=ht
http://www.indonesiafinancetoday.com/read/27023/Pe
http://www.euromonitor.com/tobacco-in-indonesia/re
(
http://www.guardian.co.uk/world/2012/mar/22/indone
)
http://www.thejakartapost.com/news/2012/09/17/text
Emerging markets economic briefings: Tobacco
THAN producers roll with the times. Oxford Business
K
Group, 2009 July 2003; 110. Available from
http://www.oxfordbusinessgroup.com/weekly01.asp?id
YOU
SWA edisi 08/2006, 20 April 2006
http://202.59.162.82/swamajalah/sajian/details.php?ci
Google image
Editor's Notes
Tatapan Mata Menjangkau Bic Dapatkan dukungan Senyum