Professional Documents
Culture Documents
Final Presentation
Final Presentation
Interest
-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 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
TRESemme
TSM Sachet Performance
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
-
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
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 %
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
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
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
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%
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
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%