Brand Performance Analysis

Interest

Career Brand Executive Tropicana Slim

PT Nutrifood Indonesia
Jakarta, 7 Aug 1991
2015-2017
Bachelor of Food Technology
(Universitas Pelita Harapan,
Tangerang)

Master of Food Consumer

Marketing & Product Development
(Sheffield Hallam University, United
Assistant Brand Manager KITKAT
Kingdom)
PT Nestle Indonesia
2017-2018
Source: Internal Data
-DELISTED

-DELISTED
-DELISTED
 Medium Bottle Value Share – Hyper/Super Medium Bottle Value Share – Minimarket
8.0 20.0
7.2 7.0 7.5 18.0
7.0 17.3
6.7 6.2 6.9 6.7 16.0
6.0 6.2 6.6 14.5
5.4 14.0
5.6 5.5 5.5 13.2
5.0 5.4 5.6 12.0 12.5 13.0 11.9 12.6
4.8 4.9 11.5 11.2 11.5 10.7
10.0 10.0 9.8 9.6 9.8 9.1 10.3
4.0 10.4
8.0
3.0 6.0
2.0 2.0 1.8 1.8 2.1 1.9 1.8 1.9 2.0 2.0 2.0 2.2 2.0
1.8 4.0 3.6 2.6
1.6 1.5 1.4 1.5 2.1 3.1 3.3 3.2
2.0 2.8 2.8 2.8 3.3 3.1 2.4 2.1 1.9 1.9 2.3 2.2
1.0 2.1
0.0
0.0

TRESemme Medium Bottle Pantene Medium Bottle

TRESemme Medium Bottle Pantene Medium Bottle
 Big Bottle Value Share – Hyper/Super Big Bottle Value Share – Minimarket
5.0 6.0
4.5 4.6
4.5 4.3 4.3 4.3 5.6
4.3
4.0 4.0 4.1 3.9 4.0 4.3 5.0
4.1 4.7
3.7 3.6 4.4
3.5 3.8 3.7 4.3
3.5 4.0 4.0
3.0 3.2 3.8 3.7
3.2 3.3
2.5 3.0 3.0 3.1
2.1 2.8 2.7 2.8
2.0 1.8 1.9 2.5 2.3
1.6 1.6 1.6 1.7 2.0
1.5 1.7 1.8 1.7 1.7 1.8
1.5 1.5 1.5 1.6 1.6 1.6 1.6 1.5
1.0
1.0
0.5 0.5 0.2 0.4 0.4 0.3 0.3 0.3 0.2 0.2 0.2 0.2 0.3 0.2
0.2 0.2 0.2 0.1 0.2
0.0 0.0

TRESemme Big Bottle Pantene Big Bottle TRESemme Big Bottle Pantene Big Bottle
 Sell Out MT vs Consumer Off Take (in units)
700,000

600,000

500,000

400,000

300,000

200,000

100,000

-
Jan '18 Feb '18 Mar '18 Apr '18 May '18 Jun '18 Jul '18 Aug '18 Sep '18 Oct '18 Nov '18 Dec '18 Jan '19 Feb '19

Sell Out MT Consumer Off Take

Total Shampoo

TRESemme
 TSM Sachet Performance
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
-

Primary Sales Secondary Sales

 TSM Sachet – Indonesia GT TSM Sachet – Jakarta GT TSM Sachet – West Java GT
12.0 9.0 12.0
10.0 10.0 10.0 10.0 8.0 8.0 8.0 8.0 8.0
10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0
9.0 9.0 9.0 9.0 7.0 7.0 7.0 7.0 7.0
7.0 9.0 8.0 8.0 8.0
8.0 9.0 9.0 9.0 9.0 9.0 9.0 9.0 9.0 9.0
6.0 6.0 6.0 8.0 8.0 8.0
8.0 8.0 6.0 6.0 6.0 8.0 8.0
5.0 5.0 5.0 7.0 7.0
6.0 5.0 5.0 6.0
4.0
4.0 3.0 4.0
1.8 2.3
2.0 1.9 1.9
2.0 1.8 1.8 1.7 2.1 2.2 2.1 2.2 2.1 1.8 2.0 1.7 1.7
1.4 2.0 1.5 1.6 1.8
1.9 1.8 1.9 1.9 2.0 1.9 1.9 1.9 1.7 1.0 1.2 1.1 1.4 1.3 1.2 1.6 1.5 1.7
1.7 1.7 1.6 1.7 1.7 1.8 1.2 1.3
1.6
1.4 1.5 1.3 1.2 1.4 1.5 1.3 1.5
0.0 0.0 0.0

Value Share Max ND Value Share Max ND Value Share Max ND

TSM Sachet – Central Java & DIY GT TSM Sachet – East Java GT TSM Sachet – Sumatera GT
12.0 10.0 16.0
11.0 10.0 10.0 10.0 10.0 10.0 9.0 9.0
14.0 14.0 14.0
10.0 10.0 10.0 10.0 13.0
9.0 8.0 8.0 13.0 12.0 12.012.0 12.0
9.0 9.0 12.0 12.0 13.0 13.0 13.0
9.0 7.0 7.0 7.0 7.0 7.0 7.0 7.0 11.0
8.0 8.0 8.0 8.0 11.0
10.0 10.0
7.0 6.0 6.0 6.0 6.0 10.0
10.0 10.0
6.0 7.0
5.0 6.0 6.0 6.0 6.0 6.0 6.0 6.0
8.0
4.0
4.0 6.0
3.0
2.3 2.1 1.8 4.0
2.0 1.8 1.5 1.5 1.7 1.9 1.6 1.5 2.0 2.3 2.2 2.1 2.1 2.2 2.5 2.3 2.2 2.2 2.3 2.4 2.2 2.2
1.7 1.4 1.0 1.1 1.2 1.2 1.0 1.0 2.2 2.1
1.7 1.6 1.6 1.5 1.3 1.4 1.0 1.0 1.0 1.1 0.9 2.0
0.8 0.9 0.8 0.9 0.8 0.9 2.1 2.0 1.9
0.9 0.9
0.0 0.0 0.0

Value Share Max ND Value Share Max ND Value Share Max ND

 TSM Sachet Penetration
12.0 11.3
11.1
10.410.2 10.6
9.8 9.9 9.7 9.7
10.0

8.2
8.0 7.7
6.8 6.8

6.0 5.3

4.0
2.6

2.0

0.0
Total LSM LSM 4-6 - Total LSM 7-9 - Total LSM 10-12 - Total LSM 13+ - Total
Penetration %

26-Feb-17 25-Feb-18 24-Feb-19

 Brand Power

140.00 6.60

120.00 6.50

100.00 6.40

80.00 6.30

60.00 6.20

40.00 6.10

20.00 6.00

0.00 5.90
2017 Q3 2017 Q4 2018 Q1 2018 Q2 2018 Q3 2018 Q4

Meaningful Index Different Index Salient Index Brand Power

Spontaneous Awareness
50
25 25 32 26
23 23
0
2017 Q3 2017 Q4 2018 Q1 2018 Q2 2018 Q3 2018 Q4
 Brand Equity
35
32 31
30 30
30
27 27
25 24
22

20

15

10

0
2017 Q1 2017 Q2 2017 Q3 2017 Q4 2018 Q1 2018 Q2 2018 Q3 2018 Q4

40
35
30
25
20
15
10
5
0
2017 Q1 2017 Q2 2017 Q3 2017 Q4 2018 Q1 2018 Q2 2018 Q3 2018 Q4

Appeal more Better quality Taste/work better Different Recommend

Subsegments General Fashion Followers Hair Inspiration Make up Enthusiast Hair Problem Solver

CTA Learn More Buy Now

(LP: TSM Website) (LP: Shopalyst)

Youtube General (Truview 30s) Fashion Followers Hair Inspiration Makeup Enthusiast Hair Problem Solver
Reach 5,028,395 891,057 1,033,308 1,088,077 1,114,213
View Rate/ 38% 91% 90% 90% 91%
Completion Rate Benchmark: 30% Benchmark: 80% Benchmark: 80% Benchmark: 80% Benchmark: 80%
CTR 0.14% 0.12% 0.13% 0.13% 0.13%

Ultra General (30s) Fashion Follower Hair Inspiration Makeup Enthusiast Hair Problem Solver
Reach 1,840,092 445,407 59,964 373,281 72,583
78% 71% 74% 78% 71%
Completion Rate
Benchmark: 80% Benchmark: 80% Benchmark: 80% Benchmark: 80% Benchmark: 80%
CTR 1.43% 1.01% 1.12% 0.95% 1.26%

• YT delivers better reach & completion rate (good for awareness) but Ultra gives higher CTR
Subsegments Fashion Followers Hair Inspiration Make up Enthusiast Hair Problem Solver Retargeting

CTA Buy Now

(LP: Shopalyst)

Facebook Fashion Followers Hair Inspiration Makeup Enthusiast Hair Problem Solver Retarget
Reach 428,597 1,012,968 343,610 966,888 161,920
0.51% 0.90% 1.17% 1.44% 1.99%
CTR
Benchmark: 0.30% Benchmark: 0.30% Benchmark: 0.30% Benchmark: 0.30% Benchmark: 0.30%

Instagram Fashion Follower Hair Inspiration Makeup Enthusiast Hair Problem Solver Retarget
Reach 474,792 614,234 886,710 421,852 350,633
0.13% 0.11% 0.11% 0.11% 0.14%
CTR
Benchmark: 0.07% Benchmark: 0.07% Benchmark: 0.07% Benchmark: 0.07% Benchmark: 0.07%

• CTR is higher in facebook thus better to use FB for conversion

Subsegments Retarget Jan Fashion Followers Hair Inspiration Make up Enthusiast Hair Problem Solver

CTA Buy Now

(LP: Shopalyst)
Youtube Retargeting Jan Fashion Followers Hair Inspiration Make Up Enthusiast Hair Problem Solver
Reach 1,056,549 2,768,921 2,713,047 2,890,921 2,869,399
CTR 0.12% 0.16% 0.15% 0.14% 0.14%
CPM 16,407 16,512 16,669 16,783 16,389
Completion Rate
(benchmark: 80%) 92% 90% 91% 91% 91%

Reach 3,047,512 Reach 1,274,812

CTR 0.12% CTR 0.12%
CPM 39,871 CPM 16,637
View Rate Completion Rate
(Benchmark: 30%) 37% (Benchmark: 80%) 92%
General Truview 30s Retarget Truview

All segments deliver good performance.

 • Ultra video did not give
good completion rate,
but CTR is better than
interscroller display
• Use distinctive material
for each subsegment
Fashion Followers
Fashion Followers Hair Inspiration
Hair Inspiration Hair
HairProblem
Problem Solver
Solver Make
MakeUp
UpEnthusiast
Enthusiast (not only changing the
Interscroller Fashion Followers Hair Inspiration Hair Problem Solver Make Up Enthusiast copy) may give better
CTR
Reach 747,168 1,124,284 999,645 3,412,636
CTR (benchmark: 0.13%) 0.38% 0.20% 0.84% 1.32%
CPM 16,405 16,387 16,557 19,661
CPC 4,331 8,026 1,983 1,488

Ultra Video Fashion Follower Hair Inspiration Hair Problem Solver Makeup Enthusiast General
Reach 287 244 1,782 4,382 363,236
CTR 1.50% 1.20% 1.03% 0.92% 1.86%
CPM 62,900 64,407 66,004 65,522 57,238
• Make
Completion Rate up enthusiast managed to get the highest CTR
• Make
(benchmark: 80%)up enthusiast is relatively
78%better in terms of audience
80% scaling 75% 71% 76%
 February Digital Report – IG Feed
IG stories

Subsegments Make Enthusiast

Make Up Enthusiast Fashion Followers Hair Problem Solver Hair Inspiration

CTA Buy Now (LP: Shopalyst)

IG Feed Make Up Enthusiast Fashion Followers Hair Problem-Solver Hair Inspiration

Reach 983,738 359,332 481,477 758,843
CTR (Benchmark: 0.07%) 0.17% 0.20% 0.24% 0.17%
CPM 12,243 12,444 14,596 11,445
CPC 15,143 12,625 11,227 14,566
IG Stories Make Up Enthusiast Fashion Followers Hair Problem-Solver Hair Inspiration
Reach 959,520 499,235 325,120 941,089
CTR (Benchmark: 0.12%) 0.22% 0.24% 0.30% 0.20%
CPM 5,656 6,236 8,036 5,363
CPC 2,824 2,907 2,867 2,910
• Better CTR than January since we used static asset for Feb
• IG Stories gives lower CPM & CPC → more efficient compared to IG feed
• Opportunity to improve IG stories CTR by tailoring material for each subsegments instead of using only 1 material
CTA Register Now (LP: Pomona)
 CTA: Register Now! (LP: Pomona)

IG Feed Fashion Followers Make Up Enthusiast Hair Inspiration Travel Enthusiast General
Reach 1,292 5,747 5,811 1,880 38,484
CTR (Benchmark: 0.07%) 0.25% 0.16% 0.19% 0.13% 0.18%

CTA: Register Now! CTA: Buy Now!

(LP: Pomona) (LP: Pomona)

IG Feed Reminder Trigger to purchase

Reach 823 116
CTR (Benchmark: 0.07%) 1.16% 2.42%