(youthlab indo) Youth Brand Preference; Extra Joss & Red Bull (Brand Audit 1/2)

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(youthlab indo) Youth Brand Preference; Extra Joss & Red Bull (Brand Audit 1/2)

  1. 1. 1<br />page<br />Youth Brand Preference <br />Case study: Extra Joss & Red Bull<br />Part 1<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  2. 2. 2<br />page<br />Extra Joss is an energy drink made in Indonesia , produced by a national pharmacy company, PT. Bintang Toedjoe.<br />The idea of name “extra joss” was given due to its simplicity and memorable effect.<br />“Joss” came from Surabaya’speople dialect <br />which means “potent, effective”<br />Nowadays their niche market expand on young customers. Recently they recruityouth icon such as : International soccer star -Christiano Ronaldo-<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  3. 3. 3<br />page<br />Extra Joss Brand Activation<br />After Merapi’s eruption that <br />happened in Yogyakarta on 2010, <br />the rescue volunteers that helped <br />the evacuation process have been <br />pointed as heroes of 2010 <br />by Gatra Magazine.<br />Extra joss take that momentum to<br />create a creative brand activation<br />involving the young people.<br />100 volunteer from 100 cities will<br />be chosen to be part of <br />Extra joss booth camp. A camp<br />dedicated to graduate professional<br />rescuers.<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  4. 4. 4<br />page<br />What is the true meaning of<br />Brand activation?<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  5. 5. 5<br />page<br />Brand Activation<br />Process<br />“actualy we know that <br />you’re trying to sell us <br />something” –Youth-<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  6. 6. 6<br />page<br />The traditional culture inside<br />Indonesian families and education<br />system put youth as <br />a passive audience.They are the target <br />and commodity of information. <br />Therefore, they’re seeking more <br />social forum and media to find their <br />true identity and a place to be heard<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com <br />
  7. 7. 7<br />page<br />Over 31 Million of Facebook account in <br />Indonesia, the biggest in Asia.<br />2nd after USA worldwide. <br />20 percent of internet user in Indonesia<br />Have a twitter account.<br />Serial creator of trending topics worldwide.<br />All these data shout at us that youths urge<br />to be heard.<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  8. 8. 8<br />page<br />Brand Activation for youth<br />should be a process where<br />brand are activated by them.<br />They also owned a share<br />of the brand and actively<br />Involved in the concept <br />creation<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  9. 9. 9<br />page<br />“Because listening is <br />the engagement it self”<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com <br />
  10. 10. What Extra Joss Have Done In Term of Listening To Youth?<br />10<br />page<br />Their facebook page contain standard features : wall, info, photos, discussions, notes. What make it different is “Bintang 7” tab, containing explanation about extra joss product. All clear and informational, but only serves as a one way traffic. A brand-centric strategy.<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  11. 11. 11<br />page<br /> Red Bull is an energy drink sold by Austrian Red Bull GmbH. It was created as an adaptation of the Thai energy drink Krating Daeng. In Indonesia, known as Krating Daeng<br /> Red Bull’s slogan is “it gives you wings”. It means Red Bull gives wings to people who want to be mentally and psysically active and have zest for life.<br /> Red Bull’s products are: red Bull Energy, Red Bull Sugarfree, red Bull Cola, red Bull Energy Shot, and Red Bull Sugarfree Energy Shot.<br /> It’s different to Extra joss which packed in sachet, red bull choose to pack the “energy” in bottle.<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  12. 12. 12<br />page<br />“We are all different, unique, so don’t be a stereotype. If you dance with the capacity of your body and work hard, you can become perfect in your own way!” <br />-Lilou – Red Bull BC one Champion 2005&2009<br />Instead of creating<br />a so called community,<br />Red Bull join, immerse<br />Into one, interact, and endorse<br />them based in on their need to<br />be heard…<br />The 14 millions like on their facebook pages <br />describes how this approach works<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  13. 13. 13<br />page<br />161,704 followers<br />On twitter<br />More listening as engagement<br />tools. Red bull twitter account<br />Is filled with inter-community<br />Interaction.<br />A consumer-centric mindset as<br />Brand strategy.<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  14. 14. 14<br />page<br />Find more insights on <br />Extra Joss and Red Bull on the 2nd Part<br />Of this report<br />Writer:<br />Muhammad Faisal Executive Director<br />AnggunIntan Research Manager<br />Contributor:<br />Andini K Dewi Managing Partners<br />Tara Talita Project Manager<br />Edith Lavindri Marketing Strategist<br />Brand Audit Research by Youth Laboratory Indonesia www.enterthelab.com<br />
  15. 15. Catch also our Youth Trends Report out January 2011<br />Indonesian Youthniverse 3/3 series:<br />1/3 Indonesian Mobile Trends<br />2/3 Indonesian Auto Trends<br />3/3 Female-Millennial Moms Trends<br />Visit our web for more info<br />www.enterthelab.com<br />Or contact:<br />Muhammad Faisal <br />Faisal_sii@yahoo.com<br />Tara Talita<br />Tara.talita@gmail.com<br />The first repository <br />of Indonesian youth culture & behavioral insights<br />Youth Laboratory Indonesia www.enterthelab.com<br />

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