Materi 14. Peny. Proposal Pemasaran

  

PENYUSUNAN PROPOSAL PEMASARAN

PERTEMUAN 14: Analisis Kasus Marketing Scr

Komprehensif

EUIS NURUL B, S.E.,M.Si (Koordinator) + Team

Materi Sebelum UTS

  Tahapan Pembuatan Proposal Penyusunan Proposal secara Umum

Prinsip dan Proses Proposal Pemasaran

Perencanaan Strategi Pemasaran Strategi Bauran Pemasaran Jenis Kampanye Product Life Cycle

Materi Setelah UTS

  Pemilihan Media Iklan Organisasi Advertising

Anggaran Program Pemasaran

  Penjadualan Program Pemasaran Gaya Pesan Iklan Marketing Plan dan Advertising Plan

Analisis Kasus Marketing scr Komprehensif

Analisis Kasus Marketing

• Latar Belakang Bisnis • Dekskripsi Produk/jasa
• Distribusi Jaringan • Marketing Personnel

  Analisis Lingkungan

• Analisis Ekonomi • Analisis Industri • Analisis Hukum dan Regulasi • Analisis Sosial Budaya • Analisis Politik • Analisis Teknologi

  Analisis Pasar

• Segmentasi Pasar

  • Customer Needs dan Requirements

  • Persaingan • Competitive Analysis

  Analisis SWOT untuk Marketing Plan

• Kekuatan • Kelemahan • Peluang • Ancaman

  Goals (Tujuan)

• Keuangan • Pemasaran

  Strategi Marketing secara Umum

• Target Market • Positioning

  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 Relations

  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 c.Persaingan dengan badan usaha pemerintah

  Marketing Plan Store & Kiosk 2014

Road Map

  Value Propositi on Consum er Loyalty

  Growth Strategy Process Excellen ce

  

The Facts

[Last Updated

August 2013]

  

The Facts

[Last Updated

August 2013] Sales Dashboar d

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 Dashboar d

  Q 1 Q 2 Q 3 Q 4 Product

  FLOSSY HOTTIE 225,045 44,279 5,254 49,016 104,080

  J F M A M J J A S O N D

  RUGBY 124,591 47,713 24,137

  Sweet Bread 2 3 2 2 1 1 2

  BANANA SPLIT 122,232 40,411 2,871

  Danish

  1 1 1 2

  CHOCOLATE BUN 103,515 23,234

  Dry Cake

  2 CHEEZEMANIA 102,274 Seassonal Item

  1 COCOA FUDGE 165,900 Whole

  3

  8 Tiger Roll 39,307 2,222 Chilled Cake Slice

  2

  82,237 TWISTN SHOUT

  Western Bread 1 1 6

  MAGIS CHEESE WAND 2,339

  Sandwich

  6 PAVAROTI 2,238 Salad

  5 HERO

  48,488 134,704

  Soup

  6 FLOSSY LABEL

  82,705

  Ice Cream

  2 CHOCO MELT 19,071 66,065 Finger Food

  HI AMIGO 59,306

  T O T A L 0 0 0 3 5 1 8 2 3 26 26 2

  BLONDIES PIZZA 51,031

  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 Bakery Attribute _{Attribute Rescaled Importance} Attractive ad

  Top 5 Reasons on Consuming Brand _{Easily available Affordable price Leading brand Tastes good 86 100} 100% _{Often introduce new type / variant of bread Has many variants Favored by all family member Natural ingredients} 87% _{High quality}

  80% _{High quality 80} 85% _{Leading brand Tastes good} 72% _{Has many variants 74 60%} 69% 63% 61% _{Favored by all family member 67}

  60% 50% 50% 46% _{Often introduce new type / variant of bread Natural ingredients 53 56} 40% _{Easily available 16}

  20% _{Affordable price 7} 0% Tastes Many Suit my Soft bread Wide range _{Attractive ad 1} Good Variants taste texture of bread Breadlife Breadtalk

• *Source: IPSOS Research, 2012

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

  Bakery Consumption

• *Source: IPSOS Research, 2012

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

  Consumption Bakery

  

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

DD and HB

  

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”

  “ BreadLife”?, BreadTalk kali Digital penetration

  Indonesian Middle Class Source: Litbang Kompas, published on Kompas, 8 June 2012

  46

  51

  32

  20

  74

  57

  50

  27

  24

  9

  45

  30

  54

  25

  36

  10

  20

  30

  40

  50

  60

  70

  80 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)

  21

  9

  R an k Count ry Popula tion Intern et users Facebo ok users % Internet Users % Faceboo k users %Faceb ook users               of internet users     (end of 2012) (end of 2012) (end of 2012) (end of 2012) (end of 2012) (end of 2012)

  4

  1

  

  313,84 7,465

  245,20 3,319

  166,02 9,240

  78.13% 52.9% 67.71% 2 1,205,0 73,612

  137,00 0,000

  62,713, 680

  11.37% 5.2% 45.78% 3 193,94 6,886

  88,494 ,756

  58,565, 700

  45.63% 30.2% 66.18%

  248,64 5,008 55,000 ,000

  13

  51,096, 860 22.12% 20.55% 92.9%

  5

  

  114,97 5,406

  42,000 ,000

  38,463, 860

  36.53% 33.45% 91.58%

  (souripedia/facebook_statistics)

  64

  42

  28

  16

• 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

Media Landscape

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

Action

  Low brand and Develop communication to

  Advertising awareness introduce the new positioning and gain acceptance Increase media weight •

  Bread category purchase Increase signifcantly in TOM & • • driven by leading brand BUMO Internet user among

• young adult increase by

  Activate Website, FB, Twitter 70%

• Issues

  Invest in digital Marketing

Action

  Consumer consider as Create a diferentiating

  Bread Life as a Bread Talk proposition to stand out from the follower crowd

• BreadLife over any other bakery brands

  Drive consumers to choose

  

Others

Opportunities

  Maintain existing store performance

• Drive regional TOP 5 SKUs to nation wide •

  

The

Brand

  

The

Brand

Strategy

Strategy

Brand Positioning Element

  Market Bakery & Pastry Description Target Primary : Female 25 – 35  Audience Secondary : Kids 5 – 10 

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

   to spend more to get better quality products

  PSYCHOGRAHIC : Likes premium goods & don’t mind

  Point of Good quality product with good taste, soft & Diference nice aroma, fresh, artistic & sophisticated, expertise & pleasant environment Unique Selling Made from premium ingredient, no preservative Proposition and no artifcial color, clean & save Brand Well organize, warm, simple, detail, quality and Personality friendly

  

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

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

  

Positioning:

Japanese bread “freshly baked for you “ with

carefully developed and processed for customers’ satisfaction

Key Consumer Insight

  Single Minded Prop : BreadLife a Japanese bread freshly baked for you

  Advertising idea: My good day with BreadLife

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

  Execution Idea Brand Communication Strategy

• Website • CRM
• CSR

Owned

  Gain brand awareness from customers by highlighting the Japanese bread freshly baked for you

Paid Earned

• Print Ad
• Facebook • Radio
• Twitter Spot
• Se
• Activation

  Engine Optimizatio n

• Public

Brand Effort Priorities Top-line Action Plan Numeric Target

  1

• Q4- 2013 – onward
• Develop and
• To introduce the new BreadLife concept

  own Japanese Bakery proposition

  Logo & deploy integrated ( 360 degree )

• Develop communication material base on
• Now - onward

  IDH guidance

  2

  Overall Objective Achieve 5% brand awareness and 10 % BUMO by 2015

• Increase brand awareness and drive BUMO
• Induce trial through wet & dry program
• Increase media weight in paid & earned media
• Q4- 2013 – onward
• Collaborate with Bank partner and optimizing support in media
• Q4- 2013 – onward
• 2014

  3

• Q4- 2013 ( 21 Oct)
• Revamp and
• New Website go live
• 21 Oct

  

Brand Effort Top-line Action Plan Numeric Target

Priorities

  4

• Activated & • 3 x a day FB / Twitter/ Instagram content
• Q4- 2013 ( 1 Oct)

  invest in update

• Q4 – 2013 onward

  Digital

• Aggressive digital activation in FB, Twitter
• Q4 – 2013 onward

  Marketing to & Instagram build strong

• 2 x a year
• Penetrate food blogger community

  relation/ engagement Conduct food blogger activation •

  & build positive word of mouth

  5

• Build positive Engage with PR agency to develop PR
• Q4- 2013

  word & mouth program and build media relation in traditional Launch CSR campaign •

• Q 1 – 2014

  media Serve 500.000 buns a year for orphanages

• Q 4 – 2013 - onward

Creative Strategy Look &

  Fee l Ganti gambar Time Line Q4 - 2013 Q1 - 2014 Q2 - 2014 Q 3 - 2014 Q 4 - 2014 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

  Thematic Campaign Paid - PRINT AD Tactical : Paid NPL

  Seassonal Earned - Digital Activation

• Loyalty Program - Blogger ACTIVATION :

  Earned Collaboration with Bank Paid Event Sponsorship

  

Budget

  Own Revamp Website 24,500 - Pre LAUNCH : - -

  Earned PR CAMPAIGN : 150,000 900,000

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

  LAUNCH : - - Earned - Digital Activation 10,000 20,000

• Loyalty Program 32,500 42,500 Paid - PRINT AD - 505,000
• Radio Campaign - 30,000
• Activation amplifying on Radio - 135,000

  Post LAUNCH - - Own - CSR Program Launch - 95,000

  Thematic Campaign - -

  Paid - PRINT AD - - Tactical : - - NPL (Print + Radio ) 790,000 1,500,000 Seassonal (print) - -

  Earned - Digital Activation - -

• Loyalty Program - 45,000 ACTIVATION : - -

  Earned Collaboration with Bank - - Paid Event Sponsorship (Promo mat+event) 30,000 90,000

  PRODUCTION Gimmick for Launch ( Bag + Memo Pad) - 17,500 Brand Video 40,000 - Gift for Digital Activation (Magnet, Umbrella ) 8,000 - 1,037,000 3,362,500

  

Action Plan Top-line Action Plan Numeric Target

  1

• Increase brand awareness and drive BUMO
• Induce trial through wet & dry program
• Increase media weight in paid & earned media
• Collaborate with Bank partner and optimizing support in media

  2

• 3
• Revamp and
• Q4- 2013 ( 21 Oct)
• New Website go live
• Alignment with other social media ( FB,
• 21 Oct

  activate Website

• Now – onward

  Twitter )

  Overall Objective