Materi 14. Peny. Proposal Pemasaran

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PENYUSUNAN PROPOSAL PEMASARAN PERTEMUAN 14: Analisis Kasus Marketing Scr

Komprehensif

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Materi Sebelum UTS

Tahapan Pembuatan Proposal

Penyusunan Proposal secara Umum Prinsip dan Proses Proposal Pemasaran Perencanaan Strategi Pemasaran

Strategi Bauran Pemasaran

Jenis Kampanye

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Materi Setelah UTS

Pemilihan Media Iklan Organisasi Advertising

Anggaran Program Pemasaran

Penjadualan Program Pemasaran Gaya Pesan Iklan

Marketing Plan dan Advertising Plan

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Analisis Kasus Marketing

• _{Latar Belakang Bisnis}

• _{Dekskripsi Produk/jasa}

• _{Distribusi Jaringan}

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Analisis Lingkungan

• _{Analisis Ekonomi}

• _{Analisis Industri}

• _{Analisis Hukum dan Regulasi}

• _{Analisis Sosial Budaya}

• _{Analisis Politik}

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Analisis Pasar

• _{Segmentasi Pasar}

• _{Customer Needs dan Requirements}

• _Persaingan

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Analisis SWOT untuk

Marketing Plan

• _Kekuatan

• _Kelemahan

• _Peluang

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Goals (Tujuan)

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Strategi Marketing secara

Umum

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Strategi dan Program

Marketing Mix secara

Spesifk

• _{Strategi Produk, Branding, Packaging}

• _{Strategi Harga}

• _{Strategi Distibusi Jaringan On Line}

• _{Strategi Periklanan}

• _{Strategi Pemasaran secara Langsung}

• _{Strategi Promosi Penjualan}

• _{Strategi Publisitas dan Public}

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Analisis dan Perencanaan

Resiko

• _{3 faktor yang harus diperhatikan dalam}

menjalankan bisnis:

a.Persaingan dengan produk dan

perusahaan sejenis

b.Persaingan yang datang dari

perusahaan lain yang mempengaruhi

secara tidak langsung

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Marketing Plan

Store & Kiosk

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Road Map

01/11/19 14

Consum er

Loyalty

Growth Strategy

Process Excellen ce

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The Facts

[Last Updated

August 2013]

The Facts

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Sales tend to increase from Jan – Aug, driven by new store, but with double in number of store - by Aug, new store contribute only 21%

Sales

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01/11/19 17

Western Bread 1 1 6

Sandwich 6

29% increased in number of SKU – driven by new category ( chilled Cake ) with 23 SKUs.

Nation wide leading SKU is Flossy Hotie, follow by Rugby, Banana Split, Chocolate Bun, Hero, Choco Melt and Tiger Roll

JABODETABEK JAWA BALI SUMATERA KALIMANTAN

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Attribute Attractive ad Affordable price Easily available Natural ingredients

Often introduce new type / variant of bread Favored by all family member Has many variants Often introduce new type / variant of

bread Favored by all family member

Has many variants High quality Tastes good Leading brand

Top attribute drive purchase in bakery are leading Brand, taste Good, high quality & variety , while BreadLife slighty higher in term of soft bread texture

*Source: IPSOS Research, 2012

87%

Top 5 Reasons on Consuming Brand

Breadlife Breadtalk

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Brand awareness and Ad awareness BreadLife are very low ( 1% TOM only), while BreadTalk enjoy 8% TOM awareness and 3% TOM Ad

Awareness

*Source: IPSOS Research, 2012

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BreadLife BUMO only 1% while BT enjoy higher BUMO (11%) compare with DD and HB

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What do they think about BreadLife

“Belu

m pe

rnah

deng

ar Br

eadL

ife”

“Pernah liat. Mirip BreadTalk

ya jenis-jenis roti-nya”

“Bakery dari Korea”

“Orang-ora

ng lebih fam

_iliar

dengan Bre

_adTalk”

“BreadLife =

Asuransi?”

BreadLife is misperceived as the me-too of BreadTalk or an insurance brand.

Low brand awareness also means potential to introduce the new positioning and gain acceptance.

“Harga lebih mahal tapi

kualitasnya bagus tidak

masalah”

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01/11/19 22

R an

k Country Population

Intern

7,465 245,203,319 166,029,240 78.13% 52.9% 67.71% 2 India 1,205,0_73,612 137,00_0,000 62,713,₆₈₀ 11.37% 5.2% 45.78%

3 Brazil 193,94_6,886 88,494_,756 58,565,₇₀₀ 45.63% 30.2% 66.18%

4 Indone sia

248,64

5,008 55,000,000 51,096,860 22.12% 20.55% 92.9%

5 Mexic

860 36.53% 33.45% 91.58%

•Indonesia rank no 4 in the world on internet penetration and 92.9% have facebook account

•Internet reach grow for All Segments, while young adult ( 25 – 39) grows > 70% and spending more time for middle to up class

(source : wikipedia/facebook_statistics)

15-19 20-24 25-29 30-34 35-39 40-50 Male Female SES A SES B SES C

2009 2010

Female grows 43%

By Age By Gender By SES

Young Adults, age 25-39 grows >70% Higher Reach on Higher SES; SES B grows 43%

Source: Yahoo!-TNS Net Index Indonesia 2010, Base: urban Indonesia, age 15-50 years old, SES ABC

Newspaper TV Internet

Up > 3,754 60-120 30-45 45-120

Middle-Up 1,877 - 3,754 15-30 30-34 >180

Middle 750 - 1,877 15-30 >120 60-120

Low 375 - 700 15-30 > 120 occasional

Very Low < 375 15-30 > 120 occasional minutes spent on media type spending

(IDR thousand) Indonesian

Middle Class

Source: Litbang Kompas, published on Kompas, 8 June 2012

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01/11/19 23

Ideal SOV 10% equal to BT during launch, Seasonal spending pattern. NPP, May& Tabloid media use. Preferable media , Kompas, Nova and Cosmopolitan

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Opportunities Action

• Low brand and

Advertising awareness

• Bread category purchase driven by leading brand • Internet user among young adult increase by 70%

• Develop communication to

introduce the new positioning and gain acceptance

• Increase media weight

• Increase signifcantly in TOM & BUMO

• Activate Website, FB, Twitter • Invest in digital Marketing

Issues Action

• Consumer consider as

Bread Life as a Bread Talk follower

• Create a diferentiating

proposition to stand out from the crowd

• Drive consumers to choose

BreadLife over any other bakery brands

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Others

Opportunities

• Maintain existing store performance

• Drive regional TOP 5 SKUs to nation wide

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The

Brand

Strategy

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Brand Positioning Element

Market

Description Bakery & Pastry Target

Audience

 Primary : Female 25 – 35  Secondary : Kids 5 – 10

 SES A, B – urban & modern life style, Mall goer

 PSYCHOGRAHIC : Likes premium goods & don’t mind to spend more to get better quality products

Point of Diference

Good quality product with good taste, soft & nice aroma, fresh, artistic & sophisticated, expertise & pleasant environment

Unique Selling

Proposition Made from premium ingredient, no preservative and no artifcial color, clean & save

Brand

Personality

Well organize, warm, simple, detail, quality and friendly

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Brand Positioning Statement

Japanese bakery which “freshly baked for you “ with carefully developed and processed for customers’ satisfaction

Core Attribute Reason Why

Great taste Carefully develop & processed

Premium Ingredient, no

preservative & No artifcial color Unique source of goodness

Fresh Open kitchen concept

Expert Produce & serve a high quality

Pleasant environment A nice store design

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Brand Vision

To be the favorite Japanese bakery of every A,B SES family by being the best taste & selection option available

To be available to all customers to buy and consume in as many places as possible where they may go

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Positioning:

Japanese bread “freshly baked for you “ with

carefully developed and processed for customers’ satisfaction

Single Minded Prop:

BreadLife a Japanese bread freshly baked for you

Advertising idea:

My good day with BreadLife

Key Consumer Insight

I only buy bread with Leading Brand, taste Good, high quality & variety with soft bread

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Owned

Paid

Earned

Gain brand awareness from customers by

highlighting the Japanese bread freshly baked for you

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01/11/19 33 Brand Effort

Priorities Top-line Action Plan Numeric Target

1

• Develop and own Japanese Bakery

proposition

• To introduce the new BreadLife concept Logo & deploy integrated ( 360 degree )

• Develop communication material base on IDH guidance

• Induce trial through wet & dry program

• Increase media weight in paid & earned media

• Collaborate with Bank partner and optimizing support in media

•Q4- 2013 – onward

• New Website go live

• Alignment with other social media ( FB, Twitter )

• Integrated Digital activation

• Q4- 2013 ( 21 Oct)

• 21 Oct

• Now – onward

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01/11/19 34 Brand Effort

Priorities Top-line Action Plan Numeric Target

4

• Activated & invest in

• Aggressive digital activation in FB, Twitter & Instagram

• Penetrate food blogger community

• Conduct food blogger activation

•_{Q4- 2013 ( 1 Oct)}

•_{Q4 – 2013 onward} •_{Q4 – 2013 onward} •_{2 x a year}

5

• Build positive word & mouth in traditional media

• Engage with PR agency to develop PR program and build media relation

• Launch CSR campaign

• Serve 500.000 buns a year for orphanages

•_{Q4- 2013}

•_{Q 1 – 2014}

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01/11/19 35

Creative Strategy

Look & Feel

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01/11/19 36

Time Line

A S O N D J F M A M J J A S O N D

Own Revamp Website

Pre LAUNCH : Earned PR CAMPAIGN :

- Healthy Breadfast with BL - BL Kitchen Session - Blogger Gathering - Blogger Competition

LAUNCH :

Earned - Digital Activation - Loyalty Program

Paid - PRINT AD o

- Radio Campaign

- Activation amplifying on Radio

Post LAUNCH Own - CSR Program Launch

REGULAR CAMPAIGN

Earned - Digital Activation - Loyalty Program - Blogger ACTIVATION :

Earned Collaboration with Bank Paid Event Sponsorship

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Budget

01/11/19 37

TOTAL 2013 TOTAL 2014

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01/11/19 39 Action Plan Top-line Action Plan Numeric Target

1