sekolah tinggi ilmu komunikasi_advertising

8/9/2019 Sekolah Tinggi Ilmu Komunikasi_advertising

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Sekolah Tinggi Ilmu Komunikasi

The London School of Public Relations

Tugas Mata Kuliah

Introduction to Advertising

‘ Adult Milk ’

11-11 C

Oleh Group 7:

Intan Permatasari ( 2007110387 )

Nickoline Retna ( 2007110663 )

Olivia ( 2007110664 )

Regina ( 2007110476 )



CAMPAIGN BRIEF

1. Background On The Company Market

a. Market Size

b. Market Share

c. Competitors:

- Hi Lo

- Anlene

2. Marketing objectives

SALES GROWTH

Hi Lo

42%

Anlene

58%

5600

5650

5700

5750

5800

5850

5900

5950

Dec-2007

Hi Lo

Anlene



3. Target audiences/ market segment

The OLINE Milk Company became a public company in October 2006 and

launched our new product in December 2006 and now our company capable to

compete with the other company.

• Demographic

Age : 30 – 60 years

Sex : Male and Female

Income : Up to 1,5 millions

Occupation: Career and Professional

• Social grade

- A : Higher Managerial, Administrative and Professional

- B : Intermediate Managerial, Administrative and Professional

- C1: Supervisory, Clerical, Junior Administrative or Professional

• Lifestyle

- Security and status seeking (who choose well-known brands or services)

- Hedonistic types (who enjoy life as it comes)

• Geographic

Metropolitan City

Product Offering

Volume:

500.000 Liter / year

It will be packaged in :

1. 1.000.000 Bottle of 500ml.



4. Other planned promotional activity

Innovating new products

Diversifying distribution

Expanding global reach

Pursuing acquisition and licensing opportunities

Advertising and Promotion:

oPurchasing 3 of 500ml get free one sugar bowl.

Product and Brand Images Branding

Name : The Wild Horse Milk

Logo :

OLINE’s Company

Slogan: Feel healthy, Feel young!

Market Research

Result:

8 of 10 adults in the age of 30 – 60 years old using The Wild Horse Milk for their

daily activities.

Advertising Objectives

• to create awareness

• to generate interest



• to generate sales inquiries

Proposition

It makes adult can feel stronger than their age.

Benefits

Strengthening bones

To complete shortage of nutrition

Feel healthy

May be used as a meal substitute or as a sole source of nutrition

Advantages

Calcium

Low fat

High protein

Selenium

Carbohydrate

Tone

Healthy

Energetic



Budgeting Of Promotion

sales promotion Rp.50.000 X 10.000

Cost Balance

consumer ofers Rp.1.100 Rp. 11.695

retailer incentives Rp.1.100 10.595

Media

Consumer advertising

Magazine Rp.1.500 9095

Television Rp.4.500 4595

Tabloid Rp.1.500 3095

Banner Rp.2.000 1095

Direct responces marketing

Pustage Rp. 100 995

Catalogue Rp. 125 870

Publicty

PR Rp. 250 620

Pos displays Rp. 100 520

exhibitions Rp. 300 220

Sponsorships Rp. 220 0

Total promotional Rp. 11.695 0

sekolah tinggi ilmu komunikasi_advertising

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