PENYUSUNAN PROPOSAL PEMASARAN PERTEMUAN 14 Analisis Kasus Marketing

PENYUSUNAN PROPOSAL PEMASARAN PERTEMUAN 14: Analisis Kasus Marketing Scr Komprehensif EUIS NURUL B, S. E. , M. Si (Koordinator) + Team FAKULTAS ILMU KOMUNIKASI

VISI DAN MISI UNIVERSITAS ESA UNGGUL

Materi Sebelum UTS 01. Tahapan Pembuatan Proposal 02. Penyusunan Proposal secara Umum 03. Prinsip dan Proses Proposal Pemasaran 04. Perencanaan Strategi Pemasaran 05. Strategi Bauran Pemasaran 06. Jenis Kampanye 07. Product Life Cycle

Materi Setelah UTS 08. Pemilihan Media Iklan 09. Organisasi Advertising 10. Anggaran Program Pemasaran 11. Penjadualan Program Pemasaran 12. Gaya Pesan Iklan 13. Marketing Plan dan Advertising Plan 14. 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 Spesifik • • 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 Bread. Life. . . Growth & Equity Value Propositio n Consume r Loyalty Growth Strategy Process Excellenc e 6/6/2021 Superior Products Brand Communicatio n Excellence Service New Consumer Portfolio Expansion Accelerate Innovation Marketing Excellence Standardize Operation Store Expansion New Concept • New Product Development • Open Innovation • Perfect punch NPL • Brand strategy • Advertising • Digital Marketing • Activation • Public Relation • CSR • CRM • Roll out customer Service Excellence • Training & Coaching • Recruitment • Targeted key & secondary cities • To be decided base on Location criteria • Opportunity search • Portfolio Quality 14

The Facts [Last Updated August 2013]

Sales Dashboard 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 Dashboard 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 6/6/2021 17

Bakery Attribute *Source: IPSOS Research, 2012 Top attribute drive purchase in bakery are leading Brand, taste Good, high quality & variety , while Bread. Life slighty higher in term of soft bread texture

Bakery Consumption *Source: IPSOS Research, 2012 Brand awareness and Ad awareness Bread. Life are very low ( 1% TOM only), while Bread. Talk enjoy 8% TOM awareness and 3% TOM Ad Awareness

Bakery Consumption Bread. Life BUMO only 1% while BT enjoy higher BUMO (11%) compare with DD and HB

What do they think about Bread. Life “Orang r a g n -orang de h lebih f a rn e amiliar p ” m e B f u i l r denga e L e a d d. Talk” a “B n e r B “ Bread. Life”? , Bread. Talk kali “Bread. Life = Asuransi? ” “Bakery dari Korea” “Pernah liat. Mirip Bread. Talk ya jenis-jenis roti-nya” “Harga lebih mahal tapi kualitasnya bagus tidak masalah” üBread. Life is misperceived as the me-too of Bread. Talk or an insurance brand. üLow brand awareness also means potential to introduce the new positioning and gain acceptance.

Digital penetration % Ra Populati Internet Facebook %Facebook nk Country on users Users users of internet users (end of (end of 2012) 2012) United 313, 847, 245, 203, 166, 029, 2 1 78. 13% 52. 9% 67. 71% States 465 319 40 1, 205, 07 137, 000, 62, 713, 68 2 India 11. 37% 5. 2% 45. 78% 3, 612 000 0 193, 946, 88, 494, 7 58, 565, 70 3 Brazil 45. 63% 30. 2% 66. 18% 886 56 0 Indonesi 248, 645, 55, 000, 0 51, 096, 86 4 22. 12% 20. 55% 92. 9% a 008 00 0 114, 975, 42, 000, 0 38, 463, 86 5 Mexico 36. 53% 33. 45% 91. 58% 406 00 0 Source: Yahoo!-TNS Net Index Indonesia 2010, Base: urban Indonesia, age 15 -50 years old, SES ABC (source : wikipedia/facebook_statistics) Source: Litbang Kompas, published on Kompas, 8 June 2012 • 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 6/6/2021 22

Media Landscape Ideal SOV 10% equal to BT during launch, Seasonal spending pattern. NPP, May& Tabloid media use. Preferable media , Kompas, Nova and Cosmopolitan 6/6/2021 23

Opportunities & Issues Opportunities Action • Low brand Advertising • Develop communication to introduce awareness the new positioning and gain acceptance • Increase media weight • Increase significantly in TOM & BUMO • Bread category purchase driven by leading brand • Internet user among young adult increase by 70% • Activate Website, FB, Twitter • Invest in digital Marketing Issues Action • Consumer consider as Bread • Create a differentiating proposition to Life as a Bread Talk follower stand out from the crowd • Drive consumers to choose Bread. Life over any other bakery brands 6/6/2021 24

Others Opportunities • Maintain existing store performance • Drive regional TOP 5 SKUs to nation wide 6/6/2021 25

The Brand Strategy

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 Difference 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 artificial color, clean & save Brand Personality Well organize, warm, simple, detail, quality and friendly 6/6/2021 27

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 artificial color Unique source of goodness Fresh Open kitchen concept Expert Produce & serve a high quality Pleasant environment A nice store design 6/6/2021 28

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 6/6/2021 29

Positioning: Japanese bread “freshly baked for you “ with carefully developed and processed for customers’ satisfaction Key Consumer Insight I only buy bread with Leading Brand, taste Good, high quality & variety with soft bread texture Single Minded Prop: Bread. Life a Japanese bread freshly baked for you Advertising idea: My good day with Bread. Life

Execution Idea

Brand Communication Strategy Owned • Websit e • CRM • CSR Gain brand awareness from customers by highlighting the Japanese bread freshly baked for you Paid • Print Ad • Radio Spot • Activation Earned • Facebook • Twitter • Search Engine Optimization • Public Relation • Activation

Overall Objective Brand Effort Priorities Achieve 5% brand awareness and 10 % BUMO by 2015 Top-line Action Plan Numeric Target • To introduce the new Bread. Life concept Logo & deploy integrated ( 360 degree ) • Q 4 - 2013 – onward • Develop communication material base on IDH guidance • Now - onward • Induce trial through wet & dry program • Q 4 - 2013 – onward • Increase media weight in paid & earned media • 2014 1 • Develop and own Japanese Bakery proposition 2 • Increase brand awareness and drive BUMO • Collaborate with Bank partner and optimizing support in media • Q 4 - 2013 – onward 3 • Revamp and activate Website 6/6/2021 • New Website go live • Alignment with other social media ( FB, Twitter ) • Q 4 - 2013 ( 21 Oct) • 21 Oct 33 • Now – onward

Brand Effort Priorities Top-line Action Plan Numeric Target 4 • Activated & invest in Digital Marketing to build strong relation/ engagement & build positive word of mouth • 3 x a day FB / Twitter/ Instagram content update • Q 4 - 2013 ( 1 Oct) • Aggressive digital activation in FB, Twitter & Instagram • Q 4 – 2013 onward • Penetrate food blogger community • Conduct food blogger activation • Q 4 – 2013 onward • 2 x a year 5 • Build positive word & mouth in traditional media 6/6/2021 • Engage with PR agency to develop PR program and build media relation • Q 4 - 2013 • Launch CSR campaign • Q 1 – 2014 • Serve 500. 000 buns a year for orphanages • Q 4 – 2013 - onward 34

Creative Strategy Ganti gambar Look & Feel 6/6/2021 35

Time Line 6/6/2021 36

Budget 6/6/2021 37

6/6/2021 38

Overall Objective 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 activate Website • New Website go live 6/6/2021 • Integrated Digital activation • Alignment with other social media ( FB, Twitter ) • Q 4 - 2013 ( 21 Oct) • 21 Oct • Now – onward 39