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1
LAMPIRAN
Consumer Insight & Research Result for Kewpie Mayonnaise
A Brief Research on Indonesia’s
Consumer Insight Regarding
Mayonnaise
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
2
Ya
89%
Tidak
11%
"Apakah Anda menyukai mayonnaise?"
•Riset diadakan pada 9-10 Juli 2014.
•Responden pria dan wanita, usia 20-35 tahun, dengan SES B-A.
•Responden berjumlah 66, seluruh responden berdomisili di Jabodetabek.
63%
24%
13%
"Seberapa sering Anda mengonsumsi
mayonnaise dalam jangka waktu satu bulan?"
1-3 kali 4-7 kali > 8 kali
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
3
Berdasarkan 59 responden yang menyukai
mayonnaise…
4037
15
2 1 3
"Makanan apa yang Anda sukai untuk
dimakan bersama mayonnaise?"
The Product
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
5
•Kewpie
sebelumnya sudah
ada di Indonesia.
•Makanan bergaya
barat semakin po-
puler
= peluang untuk
Kewpie.
Consumer’s
Awareness
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
6
Tahu
24%
Tidak
Tahu
76%
Tahu
69%
Tidak
Tahu
31%
Hellmann’s Mayumi
Tahu
49%Tidak
Tahu
51%
Mamasuka
Tahu
66%
Tidak
Tahu
34%
Maestro
Tahu
20%
Tidak Tahu
80%
Kewpie
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
7
Consumer’s
Choice
Hellmann's
13%
Mayumi
27%
Maestro
32%
MamaSuka
12%
Kewpie
7%
Restaurant's
mayonnaise
3%
KRAFT
3%
Thousand Island
3%
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
8
COMPETITOR
ANALYSISBased on their Social Media assets
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
9
Facebook Dapur Umami
mayoritas berisi resep-
resep maupun fakta
makanan, misalnya
perbedaan telur ayam
negeri dengan telur
ayam kampung. Masih
aktif.
Twitter Mayumi tidak
aktif
Facebook MamaSuka tidak aktif sejak Februari 2013. Berisi promosi
produk-produk MiWon atau foto makanan
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
10
Facebook Maestro Mayonnaisse masih aktif sampai sekarang, baru-
baru ini membuat kompetisi Gaya Seru Celup Maestro
Summary of Competitor’s
PositioningCompetitor Brand Position
Mayumi Mayonaisse untuk dinikmati
bersama gorengan (Tagline
“Enak untuk cocolan” pada
kemasan)
MamaSuka Mayonaisse ‘dapur’ (Tagline
“MamaSuka, semua mama
pasti suka”)
Maestro Mayonaisse salad/sandwich
(dressings) [Terlihat dari
penjelasan pada fanpage]
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
11
Sketsa awal maskot PT Bina Blog Indonesia
Hasil jadi maskot PT Bina Blog Indonesia
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
13
Agency list for future businesses
No. Name E-mail Phone Address Additional Info
1 AdPlus [email protected] (+)6221 717 905 61
Jl. Kemang Timur No. 90 Jakarta Selatan
Digital media advertising agency
2 Kolibrii [email protected] (+)6221 295 526 34
Menara Rajawali level 7-1 Jalan DR. Ide Anak Agung Gde Agung Kawasan Mega Kuningan Jakarta Selatan 12950
Digital campaign agency
3 BrightStars sales@[email protected]
(+)6221 717 905 61
Kemang Timur 90 Jakarta Selatan 12730
Digital campaign agency
4 Omeoo [email protected] (+)6221 759 658 84
Komplek Golden Plaza Blok C12 Jl. RS Fatmawati no.15 Jakarta Selatan Jakarta Selatan
Digital campaign agency
5 RedCommunication
[email protected] (+)6221 569 443 46
Taman Daan Mogot 6 no.6 Jakarta Barat 11479
Digital media agency
6 Arwuda [email protected] (+)6221 298 202 00
EightyEight@Kasablanka Building Floor 32nd unit A Jalan Casablanca Raya Kav.88 Jakarta Selatan 12870
SocMed Marketing agency
Blackstone ID
(+)6221 832 314 00
Office 8 Tower SCBD Jl. Jend. Sudirman Kav 52-53 Jakarta Selatan 12190
Digital Marketing, Web design
7 PensilMedia
[email protected] (+)6221 579 982 83
Cyber 2 Tower, 18th floor Jl.HR Rasuna Said block X-5 Jakarta, 12950
Full Service Agency (planning, app development, digital marketing campaign)
8 Fostrom [email protected] (+)6221 940 072 73
Jalan Wijaya Timur 2 no.14 Jakarta 12180
Full Service Agency (planning, app development, digital marketing campaign)
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
14
9 Definite [email protected] (+)6221 739 642 6
Jalan Senayan No.67 blok S Jakarta 12510
Digital Creative Agency
10 Webarq [email protected] (+)6221 293 087 02
PT Web Architect Technology Menara Citicon lt.15 suite A Jl. S. Parman kav 72 Jakarta 11410
Digital adv, design, development agency
11 Milestone [email protected] (+)6221 723 270 7
IMC Agency
12 XMGravity [email protected] (+)6221 256 754 80
Bellezza Shopping Arcade 3rd floor-301 Jl. Letnan Jendral Soepeno 34 Jakarta 12210
Digital Marketing agency
13 Cerahati - (+)6221 759 161 59, ext 108
Jl. Cipete Raya 2D Jakarta 12410
Digital media agency
14 Vicesocialbrand
- (021) 832 314 00
Jl. Tebet Dalam 1J no.6 Jakarta 12870
PR and SocMed Agency
15 FAIMS Indonesia
- (+)6221 536 700 70
Wisma 77 20th Floor Zone 1-2 Jl. Letjen S. Parman Kav.77 Jakarta 11410
SocMed Marketing
16 Growmint - (+)6221 791 989 37
- Digital campaign, website
17 Lebahbiru - (+)6221 234 567
Jalan Anggrek 4 nomor 2B Pondok Pinang-Jakarta Selatan
Full service agency
18 WireHub [email protected] (021) 4470 7733
Ruko Kompleks Alam Sutera Tangerang, Banten
SocMed marketing agency
19 Reksa Media
(+)6221 579 316 60
Senayan Trade Center 4th floor, suite 1043 Jl. Asia Afrika Pintu 9 Gelora Senayan, Jakarta 10270
Full service social media agency
20 Starcom Indonesia/MediaVest
- (+)6221 252 562 5 (Yasir Riaz) 0813-1942-3738 (Jamil)
Menara JAMSOSTEK South Tower 15th Floor Jl. Gatot Subroto no. 38 Jakarta 12710
Strategy, planning, content creation, marketing
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
15
21 DM Pratama
[email protected] [email protected]
(+)6221 475 447 5
Jl. Pemuda no 716 Jakarta 13220
IMC Agency
22 Fortune PR [email protected]
(+)6221 765 850 6
Gedung Galaktika Jl. Harsono R.M. nomor 2 Ragunan Jakarta Selatan 12550
PR Agency
23 JWT Jakarta
[email protected] (+)6221 310 036 7
Jalan Proklamasi 46 Jakarta 10320
Marketing agency
24 Lowe Indonesia
(+)6221 292 792 79
Ground 4th, 6th floor Victoria Building Jl. Sultan Hasanuddin kav 47-51 Jakarta 12160
Marketing agency
25 Dwi Sapta Pratama
- (021) 458 473 21
Komplek Gading Bukit Indah Blok I no. 17-18 Jalan Bukit Gading Raya Kelapa Gading Permai, Jakarta Utara 14240
IMC Agency
26 Mediate Indonesia
[email protected] (+)6221 319 232 60
High End Building 5th floor Jalan Kebon Sirih no. 17-19 Jakarta Pusat 10430
Media strategy specialist, marketing strategy, brand consultant
27 Ogilvy [email protected]
(+)6221 292 430 00
Jalan Asia Afrika no.8 Gelora Bung Karno-Senayan Jakarta Pusat 10270
PR Agency
28 JC&K [email protected] (021) 725 342 5
Bungur Grand Center Blok C 4-6 Jl. Ciputat Raya 4-6 Kebayoran Lama, Jakarta Selatan 12240
Advertising Agency
29 Havas Adwork
(+)6221 830 930 2
Jalan Guntur no.48 Jakarta 12980
Advertising Agency
30 Initiative - (+)6221 725 486 0
Victoria Building, 5th floor Jl. Sultan Hasanuddin 47-51 Kebayoran Baru, Jakarta 12160
Media strategy, investment agency
31 MPG Media
- Jalan Palmerah Utara 55 Slipi, Jakarta 11910
Media Publishing
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
16
32 Alchemy [email protected] (+)6221 739 992 2
Jalan Kyai Maja no.3 Kebayoran Baru Jakarta 12130
PR Agency, Event Organizer
33 GroupM [email protected]
(+)6221 292 273 00
TEMPO Scan Tower 23rd floor Jl. HR Rasuna Said Kav 3-4 Jakarta Selatan 12950
Media services agency
34 Burson Marsteller
- (+)6221 529 638 80
Menara JAMSOSTEK North Tower 3rd Floor Jl. Gatot Subroto no. 38 Jakarta 12710
PR Agency
35 Maverick Indonesia
- (+)6221 727 898 33
Jl. Kyai Maja no.21 E Kebayoran Baru Jakarta 12120
PR Agency
36 Leo Burnett Indonesia
(+)6221 398 301 18
Menara Thamrin, 26th floor Jl. MH Thamrin kav.3 Jakarta Pusat 10250
Marketing agency
37 Cabe Rawit - (+)6221 745 199 9
Senayan Trade Center 4th floor, suite 1043 Jl. Asia Afrika Pintu 9 Gelora Senayan, Jakarta 10270
Marketing communication
38 Weber Shandwick
(+)6221 529 218 81
Menara Mulia lantai 12 Jl. Jend. Gatot Subroto kav. 9-11 Jakarta 12930
PR Agency
39 Young and Rubicam (Y&R)
- (+)6221 250 159 5
Menara JAMSOSTEK North Tower 12A Floor Jl. Gatot Subroto no. 38 Jakarta 12710
Advertising Agency
40 BBDO [email protected]
(+)6221 831 778 6
Synthesis Tower, 7th floor Jl. Jend. Gatot Subroto 177 A Kav 64 Jakarta 12870
Advertising Agency
41 CP Media [email protected] (+)6221 710 465 33
Jl. Masjid Al Anwar no.18A Sukabumi Utara Kebon Jeruk-Jakarta Barat
Media agency
42 Macs909 [email protected]
(+)6221 726 433 6
Jalan Panglima Polim 3/93 Jakarta 12160 Indonesia
Marketing agency
43 Praxis [email protected] (+)6221 2944 9018
Jalan Balitung III no.8 Senopati, Kebayoran Baru Jakarta Selatan, 12110
PR Agency
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
17
44 DiPStrategy
[email protected] (+)6221 391 5286
Wisma Proklamasi lt.2 Jalan Proklamasi no.41 Menteng Jakarta Pusat 10320
Web design, online campaign, e-mail marketing, soc-med activation
Games untuk CompFest UI 2014
GAMES FOR BBLOG’S BOOTH
COMPFEST 2014
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
18
Lv.3
Lv.2
Lv.1
1st level: The Spinning Board
• Kami akan menyediakan spinning board
pada booth kami
• Pengunjung yang berminat dapat
memutarnya dan mendapatkan tantangan
atau pertanyaan yang harus dijawab
dengan jujur.
• Kami akan memberikan hadiahberupa Japanese snack bagipengunjung yang cukup beraniuntuk mengambil tantangan ini.
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
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2nd Level: A Twitter Quiz
• Pada booth, BBlog akan menyediakan
pertanyaan kuis yang dapat dijawab oleh para
partisipan yang hadir
• Partisipan diharuskan untuk menjawab
pertanyaan kuis melalui Twitter, tak lupa
meminta partisipan untuk
follow dan mention akun
Bblog.
3rd level: An Instagram Challenge
• BBlog akan mengumumkan mengenai tantangan
Instagram ini pada booth.
• Pihak BBlog akan meminta seseorang berkostum
unik untuk berkeliaran di sekitar venue acara
CompFest.
• Partisipan diminta untukberfoto dengan orangtersebut, meng-uploadnyapada Instagram mereka, danmemberikan tag pada BBlog.
Poster lomba #OOTD Merah Putih (Design by Almaida Rafika)
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
20
Suasana kantor kala perayaan ulang tahun PT Bina Blog Indonesia
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
21
Foto-foto press conference Aikatsu!
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
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Victoria Christa Halim
Basic Information
Place, DoB: Jakarta, 15th
of March 1993
Address: Jl. Gatot Subroto km 2,5 no.65 Cimone-Tangerang
Phone number: 0812 8338 3481
E-mail: [email protected]
ID Card Number: 3671075503930004
Personal Skills/Qualification • English and Bahasa (spoken, written)
• News-writing (hard news and feature)
• Knowledge about social media usage
• Office software (Microsoft Word, Excel, Powerpoint)
• Basic usage of Adobe Photoshop and Adobe InDesign
• Presentation and public speaking
Work and Organizational Work History
Position Employer/Organization Period of Work Contributions
Public
Relations/
Publication
HIKADACITA (Himpunan
Kawula Muda Pecinta Alam)
SMA Strada St. Thomas
Aquino
2008-2009 Looking for participant
at mangrove-planting
event, met the quota
of 50 people.
Secretary HIKADACITA (Himpunan
Kawula Muda Pecinta Alam)
SMA Strada St. Thomas
Aquino
2009-2010 Taking notes at
meetings, making
proposals.
Private
Teacher
- January-May 2010 Helping students to
face their national
exams on May.
Part-time
Tutor
Be First Learning Center August 2012-May
2013
Helping students.
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015
24
Secretary Japanese Culture and
Animation Forte (UMN)
October 2012-
October 2013
Taking notes at
meetings, making
proposals, managing a
Japanese Halloween
Event (a haunted
house).
SPG (at Jakarta
Manufacturing
Exhibition)
CV Sejahtera Makmur Abadi December 2012 Got around 60 people
to give their business
card. One-fifth of them
bought the product.
Part-time
Tutor
Geometric Learning Center August 2013-
present
Helping students.
Nouvelles
(newswriter),
Admin
Crystalesia
(ffcrystalesia.com, under
the username
‘scarletvictory’), admin at
facebook.com/FFCrystalesia
and crystalesia.com
July 2013-present Looking for news on
the internet, translate
it from English to
Indonesian with less
formal and friendly
tone (also adding the
source), then post it on
the website and
fanpage.
Education
• SMA Strada Santo Thomas Aquino, social science major (2008-2011)
• Universitas Multimedia Nusantara, public relations studies (2011-present)
o GPA 3,57 out of 4,00
Peran strategic planner..., Victoria Christa, FIKOM UMN, 2015