Sekolah Tinggi Ilmu Komunikasi

The London School of Public Relations
Tugas Mata Kuliah Introduction to Advertising

‘ Adult Milk ’

11-11 C
Oleh Group 7:
Intan Permatasari Nickoline Retna Olivia Regina ( 2007110387 ) ( 2007110663 ) ( 2007110664 ) ( 2007110476 )

CAMPAIGN BRIEF 1. Background On The Company Market a. Market Size b. Market Share Hi Lo 42%

Anlene 58 %

c. Competitors: - Hi Lo - Anlene 2. Marketing objectives SALES GROWTH
5950 5900 5850 5800 5750 5700 5650 5600 Dec-2007

Hi Lo Anlene

3. Target audiences/ market segment The OLINE Milk Company became a public company in October 2006 and launched our new product in December 2006 and now our company capable to compete with the other company. • Demographic Age Sex Income : 30 – 60 years : Male and Female : Up to 1,5 millions

Occupation : Career and Professional • Social grade - A : Higher Managerial, Administrative and Professional - B : Intermediate Managerial, Administrative and Professional - C1: Supervisory, Clerical, Junior Administrative or Professional • Lifestyle - Security and status seeking (who choose well-known brands or services) - Hedonistic types (who enjoy life as it comes) • Geographic Metropolitan City

Product Offering Volume: 500.000 Liter / year It will be packaged in : 1. 1.000.000 Bottle of 500ml.

4. Other planned promotional activity  Innovating new products  Diversifying distribution  Expanding global reach  Pursuing acquisition and licensing opportunities Advertising and Promotion: o Purchasing 3 of 500ml get free one sugar bowl. Product and Brand Images Branding   Name : The Wild Horse Milk Logo :

OLINE’s Company  Market Research Result: 8 of 10 adults in the age of 30 – 60 years old using The Wild Horse Milk for their daily activities. Advertising Objectives • • to create awareness to generate interest Slogan: Feel healthy, Feel young!

to generate sales inquiries

Proposition It makes adult can feel stronger than their age.

Benefits  Strengthening bones  To complete shortage of nutrition  Feel healthy  May be used as a meal substitute or as a sole source of nutrition

Advantages  Calcium  Low fat  High protein  Selenium  Carbohydrate Tone  Healthy  Energetic

Budgeting Of Promotion

sales promotion

Rp.50.000 Cost Balance Rp. 11.695 10.595

X 10.000

consumer ofers retailer incentives Media Consumer advertising Magazine Television Tabloid Banner Direct responces marketing Pustage Catalogue Publicty PR Pos displays exhibitions Sponsorships Total promotional

Rp.1.100 Rp.1.100

Rp.1.500 Rp.4.500 Rp.1.500 Rp.2.000 Rp. 100 Rp. 125 Rp. 250 Rp. 100 Rp. 300 Rp. 220 Rp. 11.695

9095 4595 3095 1095 995 870 620 520 220 0 0

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