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An Introduction

An Introduction. Siska Suryaman Senior Brand Marketing Manager MEAD JOHNSON Indonesia (till present) CITIBANK NA ,  Card Portfolio Business Mgr BENTOEL PRIMA , Brand  Bentoel Sejati Kalbe Farma Health Food Division , Brand  Milna, Morinaga, Prenagen

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An Introduction

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  1. An Introduction Siska Suryaman • Senior Brand Marketing Manager MEAD JOHNSON Indonesia (till present) • CITIBANK NA, Card Portfolio Business Mgr • BENTOEL PRIMA, Brand  Bentoel Sejati • Kalbe Farma Health Food Division, Brand Milna, Morinaga, Prenagen • Email : siska_suryaman@yahoo.com • siska.suryaman@mjn.com

  2. Table of Content • Understanding our Consumer Better • Partners in Marketing world

  3. Understanding our Consumer better

  4. STP Approach • Segmentation • Targetting • Develop Strong Positioning Do we understand our consumer corectly and segmenting them by using the right variable???

  5. Common Segmentation • By SES A, AB, B, C • By Geography • By physic  Age, Gender Too broad and not specific enough, need another variable for defining our target market descriptioon BETTER in order to create Right, Strong Positioning and Strategy

  6. Attitude Clustering • Using deep, in depth qualitative research • Resulting better understanding on our Consumer value, need, and habits • Sharpen our Marketing & Communication Strategy, based on need/attitude of our Target Market

  7. A Case Study • Premium milk category selling powder milk for Infant & Babies, and need to create strong positioning among its competitors. • Define broad target market STP and resulting that they are targetting AB class mom • Thru Attitude Clusering describe the target market profile/description • Assessing the Market Potential • Create Strong positioning

  8. This is How Parents see the whole child… • Language, Creativity • IQ Problem-Solving • Intelligence, memory • Fit, Robustness • Co-ordinated • Height/Weight Physical Mental Child Development Social Emotional • Teamwork • Playing well • Relationships • Care, Affection • Empathy • Independence ..not separate product functionality, they want it all

  9. AB Class Moms are similar, but there are attitude segments Independent Mother Playful Mother relaxed, in stride Relaxed Mother affiliative assertive Achiever Mother Discerning Mother Protective Mother Involvement, anxiety Source : TNS Needscope (‘08)

  10. The Brand targets Achiever Moms as priority Relaxed Independent Mother Playful Mother Achiever Mother Relaxed Mother Affiliative Assertive Achiever Moms 19% of Category Users Protective Mother Discerning Mother Anxiety Source : TNS Needscope (‘08)

  11. Motherhood is a source of purpose & pride ambition to fulfill dreams. proud of her capabilities She is goal oriented, choosy demanding of herself as well as of everyone else. Seeks superior care for child. Enabling early advantage. Build platform for future success She wants to give the best and get the most for child Empower her child Achiever Moms: driven, purposeful, goal oriented Based on Needscope (2008)

  12. “Achiever Moms” Confident Empower the child Give child the edge Assertive, Demanding Ambitious, Dreams Big for her child She is a confident & empowered, assertive on behalf of her child, wants to empower him/her, to give him an edge : “nothing will hold my child back.” Wants the best for him, to see him do well, to win. Proud of her capabilities as a mom. Her child’s success is a mirror of her determination & skills & LOVE. Admired, Impressive in her role Child ahead of others Perfectionist Pride

  13. Sizing the market potential mean19% varies considerably 26% 26% 21% 20% China Philippines Indonesia Vietnam 6 8 11 12 8 17 14 15 9 20 14 17 26 22 11 26 29 19 20 24 24 11 30 14 13% 14% 13% 12 11 15 14 17 18 Malaysia Thailand India 16 13 21 11 25 28 14 16 17 26 16 10 Progressive Achiever Discerning Protective Natural Playful Source: Project Enigma findings

  14. Proportion of Achiever Moms varies by Age of Child China China India Vietnam Malaysia Indonesia Philippines Thailand Pan regionally, the proportion of Achiever Moms Increases with Child’s Age - kindergarten? 0-6 months 6-12 months 1-3 years 3-6 years 6-10 years

  15. Develop Communication Strategy “Achiever Moms” Confident Empower the child Give child the edge Assertive, Demanding Ambitious, Dreams Big for her child Admired, Impressive in her role Perfectionist Pride Child ahead of others Slight skew : 58% SES A/B are achiever moms (vs 50% of C/D)

  16. 26% Index 90 83% Index 112 99% Index 100 15% Index 116 6% index 94 7% Index 122 37% Index 115 24% Index 132 15% Index 124 Her Media Typology and Consumption • Similar repertoire as average adult Female, yet Ambitious moms have higher affinity towards digital media and Pay TV Source : Roy Morgan 2009, July 2008 – June 2009 Index: comparison to F, 25-39, AB

  17. Another Brand target “Relaxed Mothers” The foundations for connecting with Relaxed Moms are apparent in all the markets…

  18. 26% Index 90 48% Index 72 99% Index 101 11% Index 101 2% index 55 1% Index 25 19% Index 72 10% Index 63 6% Index 53 Her Media Typology and Consumption • Relaxed moms are mainly expose to TV, they are light print readership and radio listenership Source : Roy Morgan 2009, July 2008 – June 2009 Index: comparison to F, 25-39, ABC1

  19. Marketing World & Our Partners in Work • Creative Agency • Media Buyer • PR Agency • Event Organizer • Research Agency (Quali & Quanti) • Other Vendors

  20. Creative Agency Role & Responsibility • Developing Brand Communication Strategy & Campaign align with Brand Objectives Proper Brief is Important & highly required • Develop Creative works • Thematic/Tactical Above the Line (TVC-Prints) • POS Materials • Other Creative Materials • Competitor Review & Update • Fee based on : Retainers, Commission Based • KPI : Brand Awareness, Brand Equity, Brand Attribute, Market Share

  21. Media Buying Agency(in house) Role & Responsibility • Develop Media Strategy for the Communication strategy based on Brand Objectives • Plan an effective Media Buying Plan (ATL) for any Campaign/promo • Gives best Media Recommendation • Media Review/Post Buying Analysis (Spending, Trend, New Idea) • Fee : percentage of Total Media Placement Cost • KPI : effective TARPS, CPRP, Reach, frekuensi

  22. Research Agency • Quantitative (Require field data collection) • Market Share, Retail Audit, Market Size, Price Simulation, Brand Equity, Etc • Qualitative (FGD, In depth interview) • Brand Issue (barrier to use, attribute to add) • New Brand/Ad acceptability perception (APT)

  23. Q3 2008 Q4 2008 Q1 2009 Winning Brand DOUBLE BRAND EQUITY INDEX Sp Premium Segment Unaided Awareness (-0.2) (+0.5) (+0.8) A B C D Powdered Milk Norm Asia Pacific 1.7 Powdered Milk Norm Indonesia 1.4 Base: All Random Premium/Super Premium users (Q3: n=509; Q4: n=520; Q1: n= 488 )

  24. Ad Track

  25. PR Agency Role & Responsibility • Amplify the brand communication message thru media by & leveraging the power of Media to create WOM • Works for all category; mostly on Strong Brands, Product Launch, Non FMCG (Microsoft, Ericsson, Unilever, Nokia Siemens Network) • Media Monitoring • Currently tied with CSR  giving benefit to community while getting possitive WOM • KPI : Key Message Mentioned, PR Value

  26. PR Coverage & Media monitoring

  27. Other Agency • Event Organizer • Packaging Design • Merchandising Vendor • CRM Agency, Call Centre, Courrier

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