Are you Milk Smart?Are you Milk Smart?““There’s a moment in every milk drops”There’s a moment in every milk drops”

ChallengeChallenge

• Indonesians extremely Indonesians extremely apprehensive of the idea of apprehensive of the idea of consuming a dairy product consuming a dairy product

that hasn’t been that hasn’t been refrigerated.refrigerated.

• In Indonesia, where milk In Indonesia, where milk consumption is still low consumption is still low

when compared to when compared to neighbouring countries.neighbouring countries.

Source: Euromonitor International Research 2009

Market LearningMarket Learning

The Indonesian government and manufacturers of drinking milk products are expected The Indonesian government and manufacturers of drinking milk products are expected to participate in national promotions to increase milk consumption per capita. Currently, to participate in national promotions to increase milk consumption per capita. Currently, overall milk consumption per head of population is still relatively low, with the majority overall milk consumption per head of population is still relatively low, with the majority of consumers being children and middle- to upper- income adults. of consumers being children and middle- to upper- income adults.

Fresh and natural products are becoming an increasingly popular choice in 2007. More Fresh and natural products are becoming an increasingly popular choice in 2007. More consumers are looking for healthy and natural products such as fresh/pasteurised milkconsumers are looking for healthy and natural products such as fresh/pasteurised milk

• Until present time percentage of Indonesian peoples who know what the benefit from Until present time percentage of Indonesian peoples who know what the benefit from drinking milk is still low, approximately below 30% from all the population.drinking milk is still low, approximately below 30% from all the population.

• The potential for considerable growth in the drinking milk industry still prevails.The potential for considerable growth in the drinking milk industry still prevails.

Source: Euromonitor International Research 2009

Consumer InsightConsumer Insight

Why I must Why I must drink milk??drink milk??Why I must Why I must drink milk??drink milk??

Why my kids Why my kids is so hard to is so hard to drink milk?drink milk?

Why my kids Why my kids is so hard to is so hard to drink milk?drink milk?

Sometime this kind of situation is oftenSometime this kind of situation is oftenhappens in family….happens in family….

But also….But also….

Consumer InsightConsumer Insight

…….. A sheer joy of every moments….. A sheer joy of every moments…

Seemingly simple but every moment of change and milestone achievementsSeemingly simple but every moment of change and milestone achievements

……even the simple pleasure from getting them to drink milk…even the simple pleasure from getting them to drink milk…

Those are the moments parents always long for…Those are the moments parents always long for…

Consumer InsightConsumer Insight

Our children growing so fast !!Our children growing so fast !!

You surely You surely don’t want to missdon’t want to miss out a out a single moment…single moment…

It’s not about tomorrow,It’s not about tomorrow,

It’s really about It’s really about nownowIt’s about…It’s about…

Consumer InsightConsumer Insight

““There’s a moment in every milk drop”There’s a moment in every milk drop”

RationaleRationale

““There’s a moment in every milk drop”There’s a moment in every milk drop”

Giving knowledge to consumers aboutGiving knowledge to consumers about

the benefit, facts and usefulness inthe benefit, facts and usefulness in

every single drop of milk.every single drop of milk.

Brand MessageBrand Message

Consumers are not just buying the product for its use or service alone,Consumers are not just buying the product for its use or service alone,But rather buying into the product integrity, and overall purpose.But rather buying into the product integrity, and overall purpose.

In this way, UHT provides solutions to functional, symbolic, and experientialIn this way, UHT provides solutions to functional, symbolic, and experientialNeeds of consumers. Needs of consumers.

•Functional : benefits of milk

•Experiential : frustration of wasted milk or lost inventory

•Symbolic : the desire of self-enhancement or group membership; in this case, status or practice within the environmental movement.

The “There’s a moment in every milk drop” campaign theme not only acknowledges this shift in interest, but The “There’s a moment in every milk drop” campaign theme not only acknowledges this shift in interest, but Capitalizes on the trend toward a more intelligent and aware populace. Capitalizes on the trend toward a more intelligent and aware populace.