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Competitor Review
Bottled tea
Competitive Landscape
• Original Tea Bottled.• Green tea Bottled.• Tea bottled with Fruit flavor• Tea bottled with another flavor
BRANDENFA CHILDREN Enfagrow A+ Enfakid A+ Enfagrow A+ &
Enfakid A+Enfa Range Product
TVC 1 Thematic 2 Thematic 1 Tactical 1 copyPRINT X X X X
DANCOW Dancow 1+ Dancow 3+ Dancow InstantTVC 1Thematic 3 Thematic 2 Thematic, 2 TacticPRINT X X X
FRISIAN FLAG FF 123456 FF InstantTVC 2 Thematic 2 ThematicPRINT X X
ABOTT Grow PediasureTVC 1 Thematic 1 ThematicPRINT X X
NUTRICIA Nutrilon Royal 3&4
Bebelac
TVC 1 Thematic 1 ThematicPRINT X X
WYETH Procal & Promise Regular
TVC 1 ThematicPRINT X
MORINAGA Chil Kid PlatinumTVC 1 Thematic, 1 TacticPRINT X
SARI HUSADA Vitalac SGM 4TVC 1 Thematic 1 ThematicPRINT X X
2005 OVERVIEW ACTIVITIES
PRODUCT
2009 Overview activities
Brand Product Teh botol Teh botol original Teh Botol less sugar
joy tea joy tea Green tea Fruit tea Fruit tea all varian
Nu Nu green tea original Nu green tea Kurma
Futami Futami 17 tea Futami green Teafutami oolong
tea
Fresh tea Fresh tea green Fresh tea Green Flavor Zes tea
C2 C2 Green Tea C2 flavor S tea S tea original
teh Kita Teh kita original
Note: tolong diisi sesuai dengan aktivitasya yaa, seperti TVC atau print ad nya kya contoh di slide berikut..
Note: kalau ada brand yg perlu ditambahin, ato ga ada plese revised ..
Yang perlu dianalisa
Outline of total period activity
Materials used: TVC, Print, POS, Events – 360’
scan
Brand Mapping
Brand and Copy Strategy Analysis
Prognosis of future strategy and activities
Brand mappingOriginal tea Fruit Flavor teaGreen tea
Teh botol originalTeh botol “less sugar” Zes Tea originalS tea originalTeh kita original
Futami green TeaFresh tea greenNu green tea C2 Green TeaJoy Tea green tea
Another Flavor
Nu Green tea KurmaFruit tea “All Varian”Fresh tea with fruit FlavorC2 Tea with fruit Flavor
Futami 17 teaFutami oolong teaZestea jasmine
Cara analisa.
Product Line Up: produk apa
Positioning: posisinya dimana
Who: Target audiesnnya.
Benefit: keuntungan
RTB: Reason to believe
Executional Equity: eksekusinya gimana
TVCs in 2009: Versi TVCnya
Contoh aje nihhh..
POCARI SWEAT
PriceBrand Price Index 1 gram Price Index (%)
Pocari sweat botol350 ml
Rp. 4500,- Isi sendiri Kaga tauu..
Market data Pocari sweat
• Shares: pocary sweat mempunyai shares sebesar …%
• Advertising spending untuk 2009 : Rp.1 milyar• Activities Outline: Melakukan brand activation
di senayan tgl- bulan -2009.
Contoh aja nih yaaa..
Pocari Sweat ad
Femina – Kembalikan Ion dalam Perjalanan
Corporate Ver: Satukan Hati
Advertising Materials
Pocari Sweat
TVC Ver : family with car seeing pocari bottle
Pocary sweat TVC AnalisedProduct Line Up: Pocari sweat
Positioning: minuman pengganti ion tubuh
Who: adveture family, loves to travel, ses B, hemat
Benefit: minuman pengganti ion tubuh yang bekerja cepat (misalnya), sekarang dalam Botol 2 litr.
RTB: mengandung berbagai mineral yg dibutuhkan seperti: (air garam, ato apa kek gitu), murah karena dalam botol 2 versi.
Executional Equity: the 80th family were going to someplace, on the way they see the new pack of pocari sweat.
TVCs in 2009: Family going around
Tagline analised
• Kembalikan ion dalam perjalanan, berarti (bla..bla..)
• Kynya ini bs narik dr BPS itu g si?tagline itu diambil dari intisarinya statementnya pocari bukan?
• Misal. Pocari memposisikan sbg minuman pengganti ion tubuh. Statementnya mungkin : our revatilezed ion drink is the only beverages that can regenaretes the mineral on your body instantly
Assumption of the strategy
• Dari advertising materials dan brand activation yang dilakukan oleh pocari sweat, strategy yang dilakukan adalah untuk memperkenalkan pocari sweat yang berukuran 2 liter untuk keluarga, dan diharapakan dari kegiatan ini maka……….
positioningBody relaxing•Fresh tea•Zestea
Teman makan•Teh botol•S-tee•The kita
Kecantikan kulit
Anti oxidan•Niu green tea
Less sugar•The botol•Niu green tea
Teh rasa buah•Fruit tea•C2•Fresh tea •Niu green tea
Dengan soda•Tebs
