Download - PRESENTASI OLINE
-
8/9/2019 PRESENTASI OLINE
1/11
Sekolah Tinggi Ilmu Komunikasi
The London School of Public RelationsTugas Mata Kuliah
Introduction to Advertising Adult Milk
11-11 C
Oleh Group 7:
Intan Permatasari ( 2007110387 )Nickoline Retna ( 2007110663 )Olivia ( 2007110664 )Regina ( 2007110476 )
-
8/9/2019 PRESENTASI OLINE
2/11
OLINE COMPANY
Oline Company build in 2007 by a retailer
mogul Intan, Nickoline, Olivia, Regina. Oline
milk is the first product ever launched by Oline
Company.
-
8/9/2019 PRESENTASI OLINE
3/11
CAMPAIGN BRIEF
1. Background on the companys market :
a. market size
b. market share
Hi Lo
42%
Anlene
58
%
c. competitors :- Hi-Lo- Anlene
-
8/9/2019 PRESENTASI OLINE
4/11
2. Marketing objectives
To sell minimum of 1.000/pack of Oline Milk in two
months.
3. Target audiences/market segment
Demographic
Age : 25 above - 50 below
Sex : Male and Female
Social Economic Status : A, B+Occupation : Professionals and Career
Geographic
5 big cities in Java Island and Bali Island (Jakarta, Bandung,
Semarang, Surabaya, Bali).
Social Grade
Lifestyle
- active
- dynamic
- practical
-
8/9/2019 PRESENTASI OLINE
5/11
4. Product/service (including total product offering)
Oline Milk :
- high calcium milk
- non fat
- comes in 3 flavor : vanilla, chocolate, strawberry
- packaging 500 ml/box (liquid)
5. Timing (for launches or season selling)
Launching Product : March 2008
-
8/9/2019 PRESENTASI OLINE
6/11
6. Promotional plan activity
Advertising
Above the line : TV commercial, magazine, tabloid commercial,newspaper commercial, billboard.
Bellow the line : flyer, poster.
Sales Promotion
- buy 3 packs get 1
- (If you buy 1pack, you can exchange with one ticket to joinOline workout).
Personal Selling
-Give the representative at their place where theyre selling
our product. Were providing a tester also educate buyer
about Oline milk.
Public Relation
- Workout with Oline also can give us the information about
the usage of Oline Milk and we can consultate about what our
body needs.
-
8/9/2019 PRESENTASI OLINE
7/11
7. Exiting Company
Company
Oline Company build in 2007 by a retailer mogul Intan, Nickoline,
Olivia, Regina. Oline milk is the first product ever launched by Oline
Company.
Product- Oline Milk
- high calcium and low fat
- 500 ml/box
- Good for bones
- For 25 above/50 below (liquid)
- Flavor milk vanilla, chocolate, strawberry
Brand images
Non fat, high calcium milk for active people.
-
8/9/2019 PRESENTASI OLINE
8/11
8. Market research results
8 of 10 adults in the age of 25 - 50 years old,need high calcium milk to do their activity.
-
8/9/2019 PRESENTASI OLINE
9/11
ADVERTISING BRIEF
1. Advertising objectives
- Create awareness
2. Proposition
- A practical low fat high calcium milk
3. Benefits
- Good for bones
Advantages
- Non fat
Features
- Comes in three flavors
- Practical
-
8/9/2019 PRESENTASI OLINE
10/11
4. Tone
- Humor
5. Mandatory client requirements
- Logo
Slogan
- Feel Healthy, Feel Young!!
-
8/9/2019 PRESENTASI OLINE
11/11
BUDGETINGSales Promotion Rp. 6.053.000 X 1.000
BalanceCost
Consumer offers Rp.1.400 Rp. 6.051.600
Retailer incentives Rp.1.600 Rp. 6.050.000
Media
Consumer advertising
Magazine Rp. 19.000 Rp. 6.031.000
Television Rp. 4.000.000 Rp. 2.031.000
Tabloid Rp. 12.500 Rp. 2.018.500
Poster Rp. 2.250 Rp. 2.016.250
Billboard Rp. 2.000.000 Rp. 16.250
Flyers Rp. 750 Rp. 15.500
Publicity
Public Relations Rp. 15.500 Rp. 0
Total Promotions Rp.6.053.000 Rp. 0