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FINAL EXAMINATION

MOMMIE’S FRIEND

MARKETING PLAN AND CONTROL

Leonardo Pieky Rumintan


2008121099
MARKETING 12-7C

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BAB I
Business Review

1. Analyze the Market Size

Indonesia is a country tha has the largest population number five in the world.
Based on 2009 census, the population of Indonesia reached 240 million
people.

Indonesia's population of this magnitude, indicates the demand for the


necessities of life are greater, too. Thus, Indonesia has a large market size
and large for the market makers or producers.

Almost half the population of Indonesia are women. As beings created by


God, female must give birth. Based on the survey of American secret
intelligence agency in 2009, the population of women who entered on fertility
period, from age 15 to 49 years, reaching 78 million people. Of the 78 million
people, 1.5 million people experiencing pregnancy.

During pregnancy, women need to eat or drink healthy for themselves and
their fetus. Most of them consume milk to meet these needs.

2. Market Growth

Pregnancy rate of women in Indonesia from 1999 until the year 2009
increased quite sharply. In 1999, women who experience pregnancy
amounted to only 403 thousand inhabitants, while in 2009, the number
reached 1.5 million people.

Based on these data, we can see that the demand would need to eat or drink
for pregnant women's health increased.

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3. Market Coverage

Indonesia population distribution at this time concentrating on big cities.


Therefore, sales of health products for pregnant women will cover all major
cities such as Jakarta, Bandung, Surabaya, Semarang and so on. Also some
small towns.

4. Market Share

As can be seen now, many dairy products are compete in meeting the needs
of pregnant women. All these products have experienced product life cycle
and some products have experienced declining.

For the sake of avoiding a very tight competition, and market share by getting
smaller and limited, a new cereal product was made for mothers who are
pregnant. These products will be a cereal bar and became the first in
Indonesia that can accompany pregnant women wherever and whenever they
were with the required nutrients mother and fetus.

5. Market Penetration

As pharmaceutical products to promote health of pregnant mothers and


unborn, Cereal Bars will be distributed through hospitals and child mothers,
doctors, obstetricians and midwives as well as recommended product.

6. Market Demand

Based on research results that have been done, pregnant women need food
that inspires their appetite, simple and can be consumed anytime and
anywhere, especially for working mothers. During pregnancy, mothers initials
often experience nausea and loss of appetite that can disrupt the
development of maternal health and pregnancy.

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Therefore, Cereal bars should be made carefully, so that portable, can be
eaten anytime, anywhere and has a variety of nutrients and vitamins that
reduce nausea and improve appetite of pregnant women are also various
other ingredients for the health of the mother and the unborn.

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BAB II
Strategic Market Plan and Sales Objective

1. STEEPLE Factors

1.1 Social and Culture


For pharmaceutical companies, health is the most important thing to consider.
In this modern age, most pregnant women often forget about their health and
their content. Therefore, Cereal Bars are made to always maintain the health
of the mother and the unborn because it is easy to carry and eat anytime and
anywhere.

1.2 Technological and Product Innovation


Seeing so many dairy products for pregnant women who compete in the
marketplace, Cereal Bars into one new breakthrough or a new alternative for
pregnant women meet their health needs.

1.3 Economic and Market Condition


Health care products for pregnant women in Indonesia is dominated by dairy
products. Competition for the market is very tight so that the program raises
several products began declining. Cereal Bars For that exists to create new
markets in the pregnant women's health products.

1.4 Education, Training and Employment


Higher education quality in Indonesia, making Indonesia's technological
development was accelerated. Indonesia already know how how to make a
milk substitute products that can meet the nutrient intake and nutrition for
pregnant women.

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1.5 Political
The government today is concerned about the quality of the successor
nations to compete with other countries. The quality of a child is strongly
influenced at the time the child is in the mother's womb. Mothers who watched
the consumption of vitamins, nutrients and adequate nutrition for herself and
her unborn Dapa affects the brain and the child's health. Therefore, Cereal
Bars are helping the mother in getting coverage of nutrition, vitamins and
nutrients for the health of the mother and her unborn child to a healthy and
intelligent brains.

1.6 Legal
As pharmaceutical products included in the over-the-count products, Cereal
Bars must have permission from the health department of the Republic of
Indonesia and drug regulatory authorities and the food.

1.7 Environmental Protection


Currently, the issue of climate change has become a global issue that
concerns all people interesting. To support the prevention of impacts of
climate change, Cereal Bars are made from material that is environmentally
friendly and has a package that can be recycled.

2. TOWS Analysis

2.1 Threats
The women habit of consuming dairy products
Product cereal bar in the community yet aware

2.2 Opportunities
The absence of other competitors who entered
High demand of new products for pregnant women who are also handy
and tasty can be eaten anywhere and anytime.

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2.3 Weaknessess
Do not have subtitute products
Do not have any data for stock items

2.4 Strenghts
As the first pioneering products
The main holders of the market
Has all the necessary ingredients mother and fetus

3. STP

3.1 Segmentation

3.1.1 Geographic
Areas that will be reached are all big cities in Indonesia, especially cities that
have high activity. Such as Jakarta, Bandung, Surabaya, Jogjakarta and so
on.

3.1.2 Demographic
The targeted segment is 15-49 years old woman who was pregnant and have
a high activity.

3.1.3 Phsycographic
SES will be the main segment is A, B and C1. in addition, women who
consider a healthy lifestyle.

3.2 Targeting

Based on the Segment that has been determined, the main target market is
Cereal Bars pregnant women in major cities which have dense busy, but they
also care about their health and their content.

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3.3 Positioning

Cereal Bar has a goal to be a friend of the mother anywhere and at any time
to meet their nutritional needs as well as their content in the middle of their
busy day.

4. Business Performance

4.1 Share Position


As a new product, of course Cereal Bars will be growing up in the formation of
the community aware of this product.

4.2 Sales Growth


Based on the available research data, development of markets for dairy
products have experienced stagnation because too many competitors are
involved in this market.

4.3 Profitability
During pregnancy, women often experience nausea and loss of appetite.
Therefore, they need a product that prevents nausea and increase appetite
and is also rich in nutrients for the health of the mother and the unborn.

As a pioneer products, Cereal Bar is a great opportunity in getting the benefits


because they had no other competitor.

5. Brand, 4P’s and Channel Strategy

5.1 Brand Strategic Intent

5.1.1 Product
During pregnancy, most pregnant women experience nausea and loss of
appetite. Therefore, pregnant women should consume more carbohydrates to
maintain balance and health of the mother's womb. In addition, pregnant

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women need a variety of other nutrients such as calcium, iron, protein, omega
3 and 6, DHA, vitamins A, D and E and folic acid. Pregnant women also
require more energy during her pregnancy.

Therefore, Cereal Bar will contain many nutrients that pregnant women
dubutuhkan. Ingredients contained in Cereal Bars are:
• Carbohydrate 35kkal
• Calsium 25mg
• Iron 7mg
• Folic acid
• Vit A
• Vit D
• Vit E
• Protein 0,3mg
• Omega 3
• Omega 6
• DHA

As for the composition of cereal bar are:


• Sugar
• Glucose
• Vegetable oil
• Chocolate
• Salt
• Calsium Carbonate
• Vitamin

Because at every three smester of women pregnancy nutrition needs and the
amount of different nutrients, so cereal bar will be divided into three types,
namely for trismester first, second and third with the same sense, namely
chocolate.

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Taste the chocolate that are available, selected based on a survey of
pregnant women. 18 of 20 pregnant women prefer chocolate than the other
flavors because it is already known the taste and does not make them sick.

Cereal bar have a variety of benefits, there are:


• Meet the necessary nutritional needs of mothers and fetus
• Maintain a balance and health of fetus and maternal
• Helping the child's brain development in the womb
• Helping the physical development of children in the womb
• Assist the fetus so be born perfectly

5.1.2 Price

The number of pregnant women based on existing data amounted to 1.5


million people. Therefore, the price will be determined as follows:
(For 4 million packs)
• Raw material Rp 36.000.000.000
• Distribution Rp 4.000.000.000
• Marketing Rp 12.000.000.000
• Contribution to organisation Rp 8.000.000.000
• Total cost Rp
60.000.000.000
• Profit margin, 20% Rp 12.000.000.000
• Price Rp 72.000.000.000

• Price per pack Rp 18.000


1 pack filled 6 pieces

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5.1.3 Promotion
Cereal bars are pharmaceutical products that enter the type of over-the-count
product. Each pharmaceutical products must have approval from BPOM.
Therefore, for the first time, cereal bars will be promoted to the BPOM,
Obstretic & Gynecology Doctors and Drugstore.

5.1.3.1 Background to the Campaign


Almost half the population of Indonesia are women. As beings created by
God, she must give birth. Based on the survey of CIA in 2009, the population
of women who entered on fertility period, from age 15 to 49 years, reaching
78 million people. Of the 78 million people, 1.5 million people experiencing
pregnancy.

Based on research results that have been done, pregnant women need food
that inspires their appetite, simple and can be consumed anytime and
anywhere, especially for working mothers. During pregnancy, mothers initials
often experience nausea and loss of appetite that can disrupt the
development of maternal health and pregnancy.

Therefore, Cereal bars made with carefully, so that portable, can be eaten
anytime, anywhere and has a variety of nutrients and vitamins that reduce
nausea and improve appetite of pregnant women are also various other
ingredients for the health of the mother and the unborn.

5.1.3.2 Communication Objective


Cereal Bar has a goal to be a friend of the mother anywhere and at any time
to meet their nutritional needs as well as their content in the middle of their
busy day.

5.1.3.3 Target Audience


Based on the Segment that has been determined, the main target market is
Cereal Bars pregnant women in major cities which have dense busy, but they
also care about their health and their content.

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Because this product is a pharmaceutical product, then this product will be
concentrated to the hospital the mother and child as target market and also as
a distributor to the drugstore. Role of the hospital and the child's mother is a
giver of recommendations to the patients who are pregnant brand.

5.1.3.4 Benefit
Cereal bar has many bnefits, such as:
• To fulfill the nutrition that needed by mother and their fetus
• To keep the balance of mother’s and their fetus’s health
• To help the development of baby’s brain when they still on uterus
• To help the baby’s physical development when they still on uterus
• To help the baby so they borned perfectly

5.1.3.5 Media Used


As new product innovation, the community should be aware of before the
product by making articles about these products in the magazine's father and
mother.

This product will also put the banner at the drugstore that is like the Guardian
and Century and other pharmacies.

TV media will also be one of the media used. These products will dipublis
through TV programs that discuss all about pregnant women.

5.1.3.6 Tone and Manner


This product will educate those pregnant women can maintain their health and
their content anytime and anywhere in the middle of their busy lives.

5.1.3.7 Conclusion

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As new product innovations that truly concern with maternal health and
pregnancy, this cereal bars will become mother's friend wherever and
whenever they are.
5.1.4 Place

As a pharmaceutical product without a prescription, this product will be


distributed to hospitals, hospital mothers and children and also a pharmacy
and drug stores across major cities in Indonesia.

In general, the product distribution channel originates from the manufacturer,


then the agents, retailers, retailers such as hospitals mom and children,
drugstore and pharmacy and then to the consumer.

6. Sales Objective

6.1 SMART Objective

As a new innovation products to control the market of course, the objectives


of this product are:
• Increased public awareness, especially pregnant women against these
products by 40% in the first 3 months of sales of this product
• Increased sales during the first 6 months of 30% per month
• The spread of the distribution outside the island of Java to reach 40%
in first 5 months after the product launch

6.2 Sales Forecast

6.2.1 Improvement of Public’s Awareness

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50%

Precentage 40%
30%
Aw areness
20%
10%
0%
1st 2nd 3rd
Month

6.2.2 Improvement of Product’s Selling

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3.5
3
Unit (1.000.000)

2.5
2 Cereal Bar
1.5
1
0.5
0
1st 2nd 3rd 4th 5th 6th
Month

6.2.3 Product Distribution

60%
50%
P Bali
Pecentage

40% P Sumatera
30% P Kalimantan
20% P Sulawes
P Irian
10%
0%
1st 2nd 3rd 4th 5th
Month

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BAB III
Tactical Marketing Mix

1. Selling

For pharmaceutical products, cereal bar has been categorized into the types
of transacsional sales. Cereal bars include fast moving consumer good, so
having a quick sale to meet the needs of its customers.

2. Marketing Mix

As a new product, this Cereal Bar need to set up the marketing tools to
pursue its marketing objectives.

2.1 7P’s and 7C’s


The marketing mix can be approached from two directions. From the
viewpoint of the organisation – a self centered ‘P’ aproach. Or from the
viewpoint of the consumer – a ‘C’ approach.

P’s C’s
Product is made by supplier but provides Customer Value
Price is set by a supplier but is Cost to a customer
Place is choosen by a supplier to place
product offer where they are Convenient to a customer
Promotion by suppliers is Communication to a customer
Physical evidence for the supplier is Confirmation to a customer
People to supplier is Consideration to a customer

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Process to a supplier is Co-ordination to a customer

1.1.1 Product
To fulfill pregnant woman’s need to caring the health of themselves and their
fetus, new product innovation has been made as cereal bar. This product will
complete the nutrition that needed by mom and their fetus.
1.1.2 Price
The price has been set up suitable with the target that already chose. This
cereal bar will be sold at Rp 24.000 per pack. One pack is filled by six pieced
of cereal bar.

1.1.3 Place
Based on the marketing strategy and plan, this cereal bar will be distributed to
the hospital of mom and child and drugstore.
From the general line, the channel of distribution for this product started from
manufacturer, to the agency, retailers, such as hospital and drugstore, then
end user. They are pregnant women.

1.1.4 Promotion
As new product innovations, we first make people aware touched by creating
articles about these products in the magazine's father and mother.

This product will also put the banner at the drugstore that is like the Guardian
and other pharmacies.

TV media will also be one of the media used. These products will dipublis
through TV programs that discuss all about pregnant women.

2.2 Match to Segments


This cereal bar products that will be made, should really fit the predetermined
segmentation. Segmentation which has been selected is a pregnant woman in
the big cities who have a busy activity, but they also care about their health
and the fetus.

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2.3 Package
There are 5 roles of physical packageing, protect, identify, add value, act as
media an be disposable that meet legal reqiurements.

As a protector, the package must protect the goods until they are consumed.
Protection must be against everything that might happen to a product from the
time it is packed until it is emptied and thrown away.

Packaging help to identify the product. The composision of the product must
be writen customer can identify the product carefully.

Added value should be marketed as part of the whole product offer. Customer
and consumer look for overall value, and it is good marketing is set out the
total value so that it is easy to understand.

A package can carry the main promotional message through the PoP to the
PoU. It can carry special offer to encourage repurchase. It can carry hints and
tips for use. Safe disposal instructions can be provided.

Empty packaging has to be disposed of. Environmentally friendly packaging


should be biodegrable. Any toxic packs should be carry detailed instructions
for disposal.

3. Differentiation

3.1 Infrastructure
Has a high standardization of product
Has a broad product distribution to coverage the customer

3.2 Context
Give the best prority to fulfill pregnant woman’s need of nutrition
Handy, tasty and can be consumed anytime and anywhere

3.3 Content

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A new innovation product to subtitute pregnant woman’s habit from
milk to cereal bar.

BAB IV
New Product Launching

1. Background

Almost half the population of Indonesia are women. As beings created by


God, female must give birth. Based on the survey by CIA in 2009, the
population of women who entered on fertility period, from age 15 to 49 years,
reaching 78 million people. Of the 78 million people, 1.5 million people
experiencing pregnancy.

Based on research results that have been done, pregnant women need food
that inspires their appetite, simple and can be consumed anytime and
anywhere, especially for working mothers. During pregnancy, mothers initials
often experience nausea and loss of appetite that can disrupt the
development of maternal health and pregnancy.

Therefore, new innovative products were created in the form of cereal bar
called Mommie's Friend. Mommie's Friend is made carefully, so that portable,
can be eaten anytime, anywhere and has a variety of nutrients and vitamins
that reduce nausea and improve appetite of pregnant women are also various
other ingredients for the health of the mother and the unborn.

1.1 5W + 1H
What?

Mommie’s Friend, the new product innovation in the form of cereal bar. It is
the first cereal bar for pregnant woman in Indonesia.

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Why?

Mommie’s Friend has been made to fulfill pregnant woman’s need of


nutrition and to maintain the mother’s and their fetus’s health.
When?

Mommie’s Friend will be launched on Sunday, 11th April 2010.

Where?

Mommie’s Friend will be launched at TV program on Metro TV.

Who?

Mommie’s Friend is specialized for busy pregnant woman that care with their
health and their fetus’s health.

How?

Mommie’s Friend will be distributed to the mom and children hospital,


drugstore and apotic around Indonesia.

1.2 TOWS Analyze

1.2.1 Threats
Product cereal bar in the community yet aware
The women habit of consuming dairy products

1.2.2 Opportunities
High demand of new products for pregnant women who are also handy
and tasty can be eaten anywhere and anytime.
The absence of other competitors who entered
1.2.3 Weaknessess
Do not have subtitute products

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Do not have any data for stock items

1.2.4 Strenghts
The main holders of the market
As the first pioneering products
Has all the necessary ingredients mother and fetus

2. Target Audience

• Pregnant Woman
• Age between 15-49 years old
• Class A, B and C1
• Concern with healthy life
• Hard worker

3. Program

3.1 Program Explanation


As a new product, Mommie's Friend will be launched through TV programs.
This program is a talk show that will discuss everything about Mommie's
Friend products are carefully and clearly. This TV program will be given the
title "Our Caring Baby with Mommie's Friend ".

To attract the attention of viewers, this TV program will invite one of the public
figure as an icon of Mommie's Friend, which is Widi Mulia. He is one of Be3
personnel who are pregnant with her second child. In addition, this TV
program will also bring you Septi Puspitasari, S. Gz, nutritionist and nutrition
for mothers and content and also dr. J Enud Surjana, obstetrician from RS
MMC, Jakarta ..
This program aims to launch other than Mommie's Friend, also aims to
educate pregnant women will benefit Mommie's Friend products are.

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3.2 Program Detail

"Our Caring Baby with Mommie's Friend" was created in order to reach the
target market is already determined. This program will be aired on Sunday,
April 11, 2010, at the television station Metro TV, at 20.00-21.00 WIB.

Metro TV has been the primary choice for this event, because Metro TV was
known as a TV station of news and information for Indonesiab people. As a
private television station, Metro TV always puts the quality of their programs.
So, Metro TV is the perfect place to launch Mommie's Friend.

Airtime selection was on Sunday, because on that day pregnant women who
were working all day will take advantage of their vacation to relax at home. As
for airtime, selected at 20.00 pm, because at that hour is the time to gather
with family and relax while watching TV.

3.3 Run-down Time Table


Time Agenda
8.00-8.05 Opening and Introduction of Mommie’s Friend
by MC, Dona Agnesia
8.08-8.18 Explanation about composition of Mommie’s
Friend by Ms. Septi Puspitasari, S. Gz.
8.21-8.25 Music entertainment by Mommie’s Friend’s icon,
Widi Mulia, Be3.
8.28-8.38 Explanation about self experience by Mommie’s
Friend’s iconm Widi Mulia
8.41-8.51 Explanation about the benefit of Mommie’s
Friend by dr. Enud J Surjana, specialist
gynecology.
8.54-9.00 Interactive session with audience and closing

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3.4 Sales Plan
Before product launching, the product will be distributed to the mom and
children hospital, drugstore and distributors over all Indonesia. In the
promotion period, Mommie’s Friend will give an extra piece for every pack.
This promotion period will be ended after third month of product launching.
Customer that has a good luck will get one set of baby clothes. The bonus is
limited.

At the last week before the launching, the product will be introduced at
drugstore such as Guardian and Century within open a stand. the purpose of
this introduction is to buzz the existence of the product so the awareness will
be increased.

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BAB V
Monitoring, Control & Evaluation

1. Monitoring

1.1 Brand
After the product has been launched, the next step is monitoring the Brand of
the product. There are five things that must be monitored, such as Brand
associations, Other proprietary brand assets, Perceived quality, Brand
awareness and Brand loyalty to get Brand equity.

Customer must be enhancing by providing valut for them such as, processing
of information, confidence in the purchase decesion and use satifaction. The
firm must be also provided by enhancing them with efficiency and
effectiveness of marketing programs, brand loyalty, prices/margins, brand
extensions, trade leverage and competitive advantage.

1.2 Service
Sense of service is a paradigm and commitment to always fulfill the every
changing needs, wants, and expectations of its customers through products
and services.

1.3 Process
A process is a specific ordering of work activities across time and place, with
beginning, an end, and clearly identified inputs and outputs. Process to a
supplier is a co-ordination to a customer. Process is the most abboying and
time consuming part of any transaction. People do not like complicated forms,
and long winded process.

2. Control Information

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Control information is focused on the immediate past. It report what has
happened, and also short term. It deals with day to day results.The
information fom marketing research need to control to measure the level of
success in market. From finance, the expected levels of revenue and cost that
has been achieved also need to control.

A contigency planning ia made ahead of time in case something happenes. It


is then ready for immediate use if needed. Usually there are several
contigency plans, one for each possible emergency.

3. Evaluation

3.1 Marketing Mix

3.1.1 Product
After the Mommie’s Friend has been luanched, the main thing to consider is
customer satifaction. How to obtain customer satisfaction data is to
disseminate the survey to them.

3.1.2 Price
Price also has a significant influence in the market. If people thought that the
price didn’t appropriate, they will not buy the product. It must be seen through
the segmentation and the targeting that has been set up.

3.1.3 Place
How to evalute the place within monitoring the selling of the product in every
place that the product sold. The main thing that should be seen is how the
improvement of the selling. Is it directly got to the target market or not.

3.1.4 Promotion
The evaluation of promotion program can be seen on promotional tools. There
are Public Relation, Advertising and Sales Promotion. Is it the message has
reached the people or the target market.

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3.2 Product Launching
The process of product launching must be monitoring carefully. the evaluation
will concern to the fulfill of the launching objectives. There are:
• To create awareness
• To generate interest
• To generate initial sales inquires
• To overcome resistance
• To promote the brand image
• To attract and support distribution

Promotional Tools
Promotional tools should be handled all preassure from internal and eksternal.
There are so many things that must be evaluated, even to deal with it. Based
on TOWS analyze, the process of promotion must work based on the
objectives. The biggest threat that may arise is competitors. As a market
pioneer and market leader, this threat must be monitoring carefully and
counter attacked exactly.

3.2.1 Public Relation


PR objectives in terms of 3A’s are securing awareness, creating positive
attitude and encouraging action. Output, the mount of space secured, is
important. But, it must be tied in with quality of the coverage. A typical
evaluation will cover:
• The amount broadcast time, the volume of press space
• The number of people in different segments having the chance to see
or to hear the material
• Where are the material appears in media
• As assesment of the quality statement
• The uncerlying impression created by the way media carried the story

3.2.2 Advertising

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Advertisements must be evaluated against the clear objectives. As with PR,
the mount of advertising space and time is important, but shorters and beeter
campaigns have more effect than not so good long ones. It is value that
counts. Value comes from how useful the information is to the client.

People can respond quite oddly. They may say that they hate an
adbertisement, but are seen buing the product offer. They may love the
advertising, but not change their buying behaviour. This phenomena must be
found out.

3.2.3 Sales Promotion


Sales promotion works on A of action. But each promtion has a lot to do.
Sales promotion offers have to be seen, interest their target audience, be
believed, be relevant, be persuasive and produce the desired result as in the
objectives.

Advertising evaluation techniques are also used to evaluate sales promotion.


advertising and sales promotion are usually parts of integrated campaign and
so can often be evaluated at the same time.

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