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Analysis Report PMBS Marketition 2012 1
Analysis Report PMBS Marketition 2012CAMPINA Case Study:Luve Litee
Written by : I-BBS Team
Haris Suhendra, Pramita Wardani, Stephen Martono
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Analysis Report PMBS Marketition 2012 2
Macro Economic Indicator Data
Population 240 million
GDP growth (%) 6,5 %
GDP per capita (US $) 3600
Exchange rate per US$ 8500
Poverty Rate 14,6%
Macro Economic Indicator Data
Net Capital Inflow (Million) 22.64
Economic Growth 7 %
Indonesia’s Income Per capita projection 2030 (US$)
10,000
Economic Growth (ASEAN) 6,9%
The Fourth Cluster Driving Growth : food and beverages industry. Textiles, textile products, and footwear industry, electronics and electronic components industry, and transportation equipments and automotive components industry.
Indonesia’s Economic Landscape
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Analysis Report PMBS Marketition 2012 3
Current Condition…
Ice cream consumer in Indonesia increases 20%The leading ice cream companies.Luve Litee.The first low fat and non-diary ice cream.Having a balanced lifestyle. Main target is females in the age of 20.Sales increasing around 20 %.Enter this market.
*SWA Online
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Analysis Report PMBS Marketition 2012 4
Problem Analysis…
The challenge to have a wider segmentationClarifying Luve Litee brand positioningTo win this mind share battle
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Analysis Report PMBS Marketition 2012 5
Problem Analysis
female & male
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Analysis Report PMBS Marketition 2012 6
To clarify Luve Litee brand positioning…
Co-Branding :Ingredient Brand (collaboration with healthy place), Composite Brand (collaboration with healthy community) The Synergy Co-Branding (collaboration with other healthy brand).
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Analysis Report PMBS Marketition 2012 7
The 3 CS to Win The Mind Share… (Communitization, Confirmation, Clarification)
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Analysis Report PMBS Marketition 2012 8
Communitization
Demographic Gender Female & Male
Age 25-40Life Stage Worker
Marital Status
Single and Married
Psychographic Personality Ambitious, Concerning
in balanced lifestyle, concerning in a beauty and ideal body,
Values Achievers, experiencers, believers
Lifestyle Community, Networking, work hard play hard, Knowledge Seeker
Socioeconomic Income SES A & B+
Education Min. Undergraduate
Occupation Managerial and professional specialty
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Analysis Report PMBS Marketition 2012 9
Gender Female & MaleAge 25 - 40SES SES A & B+, Minimum wage of 1,5 Million
IDR/monthGeographic Urban
ProfileAmbitious, Career, Concerning in balanced lifestyle, concerning in a beauty and ideal body
Confirmation
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Analysis Report PMBS Marketition 2012 10
Customer Leadership
Clarification
Core Area
Marketing Vision
Luve Litee = “Healthy Ice Cream” Icon
Marketing Expertise & Organization
Product Leadership
Maximize Marketing Efficiency
Brand Leadership Premium
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Analysis Report PMBS Marketition 2012 11
The differentiations of Luve Litee than the competitor…
Non-Diary Ice Cream
Low Fat
Soy Complex
Isoflavones
Soy Protein
Low Calories
consumeable for lactose intoleran
people
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Analysis Report PMBS Marketition 2012 12
360 degrees to 365 days a year Communication Strategy…
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Analysis Report PMBS Marketition 2012 13
Co creation
Luve Litee ExperienceLuve Litee Grab and GoIncrease the price
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Analysis Report PMBS Marketition 2012 14
Conversation
Luve Litee’ers
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Analysis Report PMBS Marketition 2012 15
Communal Activation
• Luve Litee’ers Near You! • Luve Litee’ers with You! • Luve Litee’ers with Bicycle Community,
Luve Litee’ers with Vegetarian Community,…
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Analysis Report PMBS Marketition 2012 16
Campaign
Short way to balance your lifestyle :
Consume 10 Luve Litee a week
get 100 Benefits
get 1000 times happy and healthy life
Only 10000 IDR
DARE To Be
GREAT! Balanced
your lifestyle with Luvee
Litee
Local Campaign
Balance your life!
Global Campaign
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Analysis Report PMBS Marketition 2012 17
Problem Analysis
360 degrees to 365 days a year.
what would you do to win this mind share battle, which all going inside consumers’ mind ?...
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Analysis Report PMBS Marketition 2012 18
Commercialization….
• Bundled with campina’s distribution• New Unique Experience• Creative and interactive sales promotion, especially in the
social media to boost the awareness: – Buy 1 Get 1 promo by tweeting about your experience consuming
Luve Litee– Suggesting 5 person to follow the tweet account and be a Luve
Litee’ers, get special price for purchasing Luve Litee– Upload eating Luve Litee photo with friends or alone or at gym.
The best like could get special price for purchasing Luve Litee
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Analysis Report PMBS Marketition 2012 19
Luve Litee’ers eLearning:Mobile ApplicationDareToBeGREAT.com
Care….
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Analysis Report PMBS Marketition 2012 20
“Quality to emotional involvement”
Character….
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Analysis Report PMBS Marketition 2012 21
Brand TargetHigh Healthy Life Seeker
Brand Essence Healthy
Brand PositioningDARE To Be GREAT! Balanced your lifestyle with Luve
Litee
Brand Personalityactive, dynamic, modern, health concern
Brand Strategy Platform,…
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Analysis Report PMBS Marketition 2012 22
Return on Marketing Investment
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Analysis Report PMBS Marketition 2012 23
• Luve Litee’ers Stars• Luve Litee’ers Stars • be Luve Litee Word Of Mouth Agent
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Analysis Report PMBS Marketition 2012 24
Argumentations
no. 1 market increase to 30 %