Just sharing my work..

1. Marketing Communication Program

2. Market & Brand Landscape
Understanding the market and the brand

3. Background
The story behind the brand
• Ocean’s King is one of the pioneer in frozen
food products with the best quality of sea
fishing from Indonesia (with variety type of
fishes; Cuttlefish and Red Snapper).
• Processed with traditional
spices to produce
a product with a distinctive
local taste.

4. Market Learning
Exploring the market situation of the category
• Global credit crunch caused many Indonesian
customers to reduce their spending on frozen
processed food, which they perceived as
secondary and non-essential.
• In 2009 frozen processed food showed
positive volume growth, started on June 2009
and keep on increase.
• Frozen processed fish/seafood largest portion
of total value sales at 43% in 2009.
Source: Euromonitor International Research 2009

5. Brand Positioning
What the brand is offering
Healthy to consume with High Quality, Full of
nutrients and also Kosher ‘Halal’.
Not only that but they are offering in an
affordable price.

6. Key Challenge
What are the barriers for the brand
• The competition is tight, where there are already variety of
nuggets owns by established brand (Fiesta, So Good, Kanzler
etc.) with wide distribution around the country.
• Nuggets are perceived as junk food instead of a fresh and
healthy food, where it contains mostly preservatives.
• Consumers now altering their way of lifestyle, they more
prefer for fresh food products.

7. Objective
What are we trying to achieve in this campaign

8. Objective
What is the brand trying to achieve
Short term goals Long term goals
Becoming a leader in the
Introduce/Launch Ocean King frozen food business with
by creating awareness and also seafood specialty
induce trial
This will be our main focus for this
campaign to build the awareness
and also induce trial to grab the
market

9. Consumer Targeting
Understanding who are we communicating to

10. Target Market
Who are we trying to communicate
Work Status
Full Time 31.60%
According to brief, we are
targeting demographically Part Time 7.40%
Nuggets
to SES BC. Home Duties 22.70%
consumption
However, let’s explore amongst SES BC Don't Work 3.60%
deeper by consumptions
Retired 0.60%
amongst SES BC 11,478,000
Students 28.10%
There are 3 major occupation that we can consider as our potential target, Full time,
Home Duties (Housewives) and students. Basically, full time and home duties
represent 54% from the total pop, lets call them the household decision maker and
students as the consumers.
Let’s take a journey to our consumers life's
Source: Roy Morgan Single Source 2009

11. Consumer Insight
What’s on the consumer minds
Sometime this kind of situation is often Why they don’t
happens in the family…. want to eat ??
I want eat
something else ! The food
I’m bored ! taste so
weird !!
But also…

12. Consumer Insight
What’s on the consumer minds
…a sheer joy of every moments…
Seemingly simple but every moments of change and milestone achievements
…even the simple pleasure from getting them to eat!
Those are the moments parents always long for…

13. Our children growing so fast !!
You surely don’t want to miss
out a single moment…
It’s not about tomorrow,
It’s really about now
It’s about…

15. “There’s a moment in every bite”
Rationale:
• Repositioning the competitors:
– While competitors are busy to convince market about how delicious
and tasty about their products, Ocean's King is inviting parents to
enjoy each and every moment in every bites of the nugget with their
family.
• Ocean's King core competency :
– Ocean's King try to understands family values, it knows how to
ensure every family achieve its healthy milestone, especially through
healthy food.

16. Brand Platform
Consumer associations with the brand
Being a leader in seafood frozen food
category
There’s a moment in every bites
Healthy frozen seafood
Reachable and easy to cook
Always Healthy
Fun and warm for all
people to consumes

17. How do we communicate?
What vehicle will we use to communicate this message

18. Food category media usage
Exploring the medium usage of the category
Overall Food Category is gradually increase but fluctuates growth. Television plays
a big role in this category, more than 90% is allocated as their main medium.
FOOD Total
2,902,227
2,756,309
2,581,956
2,228,055 2,245,599
1,839,627
5%
1,417,881
24%
15%
21%
30%
2003 2004 2005 2006 2007 Jan-Sep'07 Jan-Sep'08
TV PRESS MAGAZINE
2% 2% 2% 2%
3% 3%
1% 1% 1% 1%
1%
2%
97% 97% 97% 97%
96%
95%
2003 2004 2005 2006 2007 2008*
Source: Nilsen Media Index

19. Media Penetration
Consumer associations with the brand
Based on penetration, 98%
Household Decision Maker
watched TV in the last 7 days
and also seen OOH & NPP.
However, we are going to use
additional channels that are
relevant to achieve the
objective.
Based on Household Decision Maker SES BC
Source: Roy Morgan Single Source 2009

20. Media Recommendation
Channel recommendation based on objectives and brand needs
Solution
Acquisition
Acquisition Engagement
Engagement
Using communication to create Using communication to create
awareness to attract the mass critical connection and also education for
the consumers
Selected ATL
Selected ATL Selected BTL
Selected BTL
A two way
path to
support both
objectives
Cross Connection Communication
Creating endless conversation through out the campaign
20

21. 360° Implementation
Cross connection communication
There's a moment in every bite
-Expert support from Ocean's King every step of the way for
worry-free, more enjoyable parenting
TV
OOH
Magazine
360°
Integrated advertising for result-
oriented campaigns covering above,
below and through-the-line options
to capture the right target market Retail
Tabloids anytime, anywhere.
Event
Internet

22. Media Implementation
What vehicle will we use to communicate this message

23. Launch Option (TV)
• Implementation:
– Multi-spoting commercial in National TV and also using a
variety of cooking shows to introduce the product
– Only use placements in regular/shoulder time to reach the
precise target
• Rationale:
– Television has the highest penetration amongst all target
Specific shows (i.e. Kitchen 911, Foody with Rudy,
Indonesian Chef, etc) are relevant to Ocean’s King
products positioning

24. Launch Option (Retails)
• Implementation:
– Placement in supermarkets and traditional
markets.
– Put posters and displays as much as possible,
so consumer will get familiar with our products
• Rationale:
– The more people see our ads,
the higher value for our products
in the consumers eyes.
– The places mentioned above are the places
where they going to shop, so they
can see our ads more often

25. Launch Option (Newspaper, Tabloids &
Magazines)
• Implementation:
– Insertions in newspaper, tabloids and
magazine that have value such as Recipes,
cooking, and lifestyle
– Creative insertions in magazine would
create excitement for the target
i.e. a page shape in nugget.
• Rationale:
– Magazine and newspaper are a source of
detailed information and are segmented
– It also reached Nugget targets where they
are often read magazines and newspaper
in their spare time

26. Launch Option (Event)
• Implementation:
– Although Event was not a major rank in
the survey, but still event is one of the most
effective ways to promote, especially for the
middle to bellow target
– School to school promo with cooking demo and
free tester would create excitement for the target.
– Organizing children's competition
• Rationale:
– Sometimes target market prefers something
seen and felt in person, so they have
a real experience of the products
– It also can reached targets who can not see ads
from previous media placements

27. Launch Option (OOH (Out - Of - Home))
• Implementation:
– Bus shelter branding
– Bus branding (School bus)
– Taxi branding
• Rationale:
– Media position is under the
percentage of TV in the target market
penetration
– With the strategic placement, all target
market can see and know the product
– Using OOH will give a beneficial credibility for
Ocean's King

28. Launch Option (Digital)
• Implementation:
– Email blast
– Placement on social spaces i.e.
Facebook, twitter, etc
– Website
• Rationale:
– Consumers of all demograhics
became familiar with social spaces

29. Time Line
2010 Calendar Activities
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Ocean's King Campaign There’s a Moment in every bites
Preparation OOH TVC NPP, Tabloids and Magazine
Consumer Promo and Event  all will be align with There’s a Moment in every bites
Going to school Supermarket and Traditional Market Going to school Supermarket and Traditional Market
Dress up display +
dedicated SPG
VIRAL
Integrated campaign for ATLs & BTLs activities,
viral, in-store display, PR, Mall/in-store
activation.

30. Thank You…….