Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Analysis Report PMBS Marketition 2012
CAMPINA Case Study:
Luve Litee
Written by :
I-BBS Team
Haris Suhendra, Pramita Warda...
Macro Economic Indicator Data
Population 240 million
GDP growth (%) 6,5 %
GDP per capita (US $) 3600
Exchange rate per US$...
Current Condition…
Ice cream consumer in Indonesia increases 20%
The leading ice cream companies.
Luve Litee.
The first lo...
Problem Analysis…
The challenge to have a wider segmentation
Clarifying Luve Litee brand positioning
To win this mind shar...
Problem Analysis
female & male
5Analysis Report PMBS Marketition 2012
To clarify Luve Litee brand positioning…
Co-Branding :
Ingredient Brand (collaboration with healthy place),
Composite Bran...
The 3 CS to Win The Mind Share…
(Communitization, Confirmation, Clarification)
7Analysis Report PMBS Marketition 2012
Communitization
Demographic
Gender Female & Male
Age 25-40
Life Stage Worker
Marital
Status
Single and Married
Psychograph...
Gender Female & Male
Age 25 - 40
SES
SES A & B+, Minimum wage of 1,5 Million
IDR/month
Geographic Urban
Profile
Ambitious,...
Customer
Leadership
Clarification
Core Area
Marketing
Vision
Luve Litee = “Healthy Ice
Cream” Icon
Marketing Expertise & O...
The differentiations of Luve Litee than
the competitor…
Non-Diary Ice
Cream
Low Fat
Soy Complex
Isoflavones
Soy Protein
Lo...
360 degrees to 365 days a year
Communication Strategy…
12Analysis Report PMBS Marketition 2012
Co creation
Luve Litee Experience
Luve Litee Grab and Go
Increase the price
13Analysis Report PMBS Marketition 2012
Conversation
Luve Litee’ers
14Analysis Report PMBS Marketition 2012
Communal Activation
• Luve Litee’ers Near You!
• Luve Litee’ers with You!
• Luve Litee’ers with Bicycle
Community, Luve Li...
Campaign
Short way to balance your
lifestyle :
Consume 10 Luve Litee a
week
get 100 Benefits
get 1000 times happy and
heal...
Problem Analysis
360 degrees to 365 days a year.
what would you do to win this mind share battle, which all going inside c...
Commercialization….
• Bundled with campina’s distribution
• New Unique Experience
• Creative and interactive sales promoti...
Luve Litee’ers eLearning:
Mobile Application
DareToBeGREAT.com
Care….
19Analysis Report PMBS Marketition 2012
“Quality to emotional involvement”
Character….
20Analysis Report PMBS Marketition 2012
Brand Target
High Healthy Life Seeker
Brand Essence
Healthy
Brand Positioning
DARE To Be GREAT! Balanced your lifestyle wi...
Return on Marketing Investment
22Analysis Report PMBS Marketition 2012
• Luve Litee’ers Stars
• Luve Litee’ers Stars
• be Luve Litee Word Of Mouth Agent
23Analysis Report PMBS Marketition 2012
Argumentations
no. 1 market
increase to 30 %
24Analysis Report PMBS Marketition 2012
Upcoming SlideShare
Loading in …5
×

Marketing Communication case analysis luve litee

415 views

Published on

Silahkan dijadikan acuan dalam menganalisa kasus marketing communication perusahaan

Published in: Business
  • Be the first to comment

  • Be the first to like this

Marketing Communication case analysis luve litee

  1. 1. Analysis Report PMBS Marketition 2012 CAMPINA Case Study: Luve Litee Written by : I-BBS Team Haris Suhendra, Pramita Wardani, Stephen Martono 1Analysis Report PMBS Marketition 2012
  2. 2. Macro Economic Indicator Data Population 240 million GDP growth (%) 6,5 % GDP per capita (US $) 3600 Exchange rate per US$ 8500 Poverty Rate 14,6% Macro Economic Indicator Data Net Capital Inflow (Million) 22.64 Economic Growth 7 % Indonesia’s Income Per capita projection 2030 (US$) 10,000 Economic Growth (ASEAN) 6,9% The Fourth Cluster Driving Growth : food and beverages industry. Textiles, textile products, and footwear industry, electronics and electronic components industry, and transportation equipments and automotive components industry. Indonesia’s Economic Landscape 2Analysis Report PMBS Marketition 2012
  3. 3. Current Condition… Ice cream consumer in Indonesia increases 20% The leading ice cream companies. Luve Litee. The first low fat and non-diary ice cream. Having a balanced lifestyle. Main target is females in the age of 20. Sales increasing around 20 %. Enter this market. *SWA Online3Analysis Report PMBS Marketition 2012
  4. 4. Problem Analysis… The challenge to have a wider segmentation Clarifying Luve Litee brand positioning To win this mind share battle 4Analysis Report PMBS Marketition 2012
  5. 5. Problem Analysis female & male 5Analysis Report PMBS Marketition 2012
  6. 6. To clarify Luve Litee brand positioning… Co-Branding : Ingredient Brand (collaboration with healthy place), Composite Brand (collaboration with healthy community) The Synergy Co-Branding (collaboration with other healthy brand). 6Analysis Report PMBS Marketition 2012
  7. 7. The 3 CS to Win The Mind Share… (Communitization, Confirmation, Clarification) 7Analysis Report PMBS Marketition 2012
  8. 8. Communitization Demographic Gender Female & Male Age 25-40 Life Stage Worker Marital Status Single and Married Psychographic Personality Ambitious, Concerning in balanced lifestyle, concerning in a beauty and ideal body, Values Achievers, experiencers, believers Lifestyle Community, Networking, work hard play hard, Knowledge Seeker Socioeconomic Income SES A & B+ Education Min. Undergraduate Occupation Managerial and professional specialty 8Analysis Report PMBS Marketition 2012
  9. 9. Gender Female & Male Age 25 - 40 SES SES A & B+, Minimum wage of 1,5 Million IDR/month Geographic Urban Profile Ambitious, Career, Concerning in balanced lifestyle, concerning in a beauty and ideal body Confirmation 9Analysis Report PMBS Marketition 2012
  10. 10. Customer Leadership Clarification Core Area Marketing Vision Luve Litee = “Healthy Ice Cream” Icon Marketing Expertise & Organization Product Leadership Maximize Marketing Efficiency Brand Leadership Premium 10Analysis Report PMBS Marketition 2012
  11. 11. The differentiations of Luve Litee than the competitor… Non-Diary Ice Cream Low Fat Soy Complex Isoflavones Soy Protein Low Calories consumeable for lactose intoleran people 11Analysis Report PMBS Marketition 2012
  12. 12. 360 degrees to 365 days a year Communication Strategy… 12Analysis Report PMBS Marketition 2012
  13. 13. Co creation Luve Litee Experience Luve Litee Grab and Go Increase the price 13Analysis Report PMBS Marketition 2012
  14. 14. Conversation Luve Litee’ers 14Analysis Report PMBS Marketition 2012
  15. 15. Communal Activation • Luve Litee’ers Near You! • Luve Litee’ers with You! • Luve Litee’ers with Bicycle Community, Luve Litee’ers with Vegetarian Community,… 15Analysis Report PMBS Marketition 2012
  16. 16. Campaign Short way to balance your lifestyle : Consume 10 Luve Litee a week get 100 Benefits get 1000 times happy and healthy life Only 10000 IDR DARE To Be GREAT! Balanced your lifestyle with Luvee Litee Local Campaign Balance your life! Global Campaign 16Analysis Report PMBS Marketition 2012
  17. 17. Problem Analysis 360 degrees to 365 days a year. what would you do to win this mind share battle, which all going inside consumers’ mind ?... 17Analysis Report PMBS Marketition 2012
  18. 18. Commercialization…. • Bundled with campina’s distribution • New Unique Experience • Creative and interactive sales promotion, especially in the social media to boost the awareness: – Buy 1 Get 1 promo by tweeting about your experience consuming Luve Litee – Suggesting 5 person to follow the tweet account and be a Luve Litee’ers, get special price for purchasing Luve Litee – Upload eating Luve Litee photo with friends or alone or at gym. The best like could get special price for purchasing Luve Litee 18Analysis Report PMBS Marketition 2012
  19. 19. Luve Litee’ers eLearning: Mobile Application DareToBeGREAT.com Care…. 19Analysis Report PMBS Marketition 2012
  20. 20. “Quality to emotional involvement” Character…. 20Analysis Report PMBS Marketition 2012
  21. 21. Brand Target High Healthy Life Seeker Brand Essence Healthy Brand Positioning DARE To Be GREAT! Balanced your lifestyle with Luve Litee Brand Personality active, dynamic, modern, health concern Brand Strategy Platform,… 21Analysis Report PMBS Marketition 2012
  22. 22. Return on Marketing Investment 22Analysis Report PMBS Marketition 2012
  23. 23. • Luve Litee’ers Stars • Luve Litee’ers Stars • be Luve Litee Word Of Mouth Agent 23Analysis Report PMBS Marketition 2012
  24. 24. Argumentations no. 1 market increase to 30 % 24Analysis Report PMBS Marketition 2012

×