Campaign Strategy
PRODUCT:
Bread BRAND: Bao – Bao ‘BREAD
a. Advertising
Reason we use advertising is because of its wide range. It can range minimum 1 million people who are watching TV or reading a magazine. We can show our advertisement in high frequent so we can also make sure that our audience watch our advertisement especially know our product.
b. Sales Promotion
BAo – BAo ‘BREAD will give free sample bread to the consumer in every 3 months for 1 week especially when BAo – BAo ‘BREAD are launching new bread. The SPG give the bread to the consumer in the mall, in front of the outlet. The purposes are to increase trials and encourage repeat purchase.
c. PR
Make an event like Baking Unique Bread Competition in mall. Invite a TV star for food business show like Pak Bondan who is a host of “WISATA KULINER” he is an expert in food business (about the taste, how is made, how well the quality of the food). People who heard what Pak Bondan said so they will believe what he said, we are sure that Pak Bondan will like our bread.
d. Sponsorship
- “IDOLA CILIK” in RCTI; the objectives are to support associated promotional activity and target particular market. In the next our target audience can aware of BAo – BAo ‘BREAD as a brand name which has care to development of children talent. At the same time, it runs to promote advertising campaign.
- Study Tour; Inviting elementary students to come to BAo – BAo ‘BREAD factory to see by them how BAo – BAo ‘BREAD was made. In there, student will be challenged to make bread by themselves to test their creativity. Children will see how unique our bread and how safe our production system and they can tell their mother that there is a new brand of delicious bread will be marketed soon.
3. After distribution has been established, the sales promotion which will be used in outlets is by giving a gift and holding in –store demonstration.
· All customers can get free children foodstuff by buying all Bao-Bao Bread with minimum purchase at Rp 50.000,-. It will be existed every day except Saturday and Sunday or in holiday. The purpose is to increase repeat purchase and usage then it can foster customer loyalty.
· In – Store Demonstration is hold to give some tips how to make delicious bread and it will be guided by a chief with clown costume and this will exist in every weekend. In here customer can get product knowledge and they also can realize that Bao-Bao Bread is safe to consume especially for children.
· Note: Bao-Bao Bread has they own outlet or branch. Their products will not be market to any wholesaler or retailer.
4. Advertising Strategy
• Target audience
Gender : Male / Female
Age : Consumption: 5 – 12 years (Children)
Buyer: 23 – 33 years
Occupation (buyer) : Carrier Woman
SES (buyer) : A, B
Lifestyle :
- Yuppies & Security and Status Seeking (like to search a new food for consumption & guaranteed healthy).
- Dinkies
a. Advertising objectives :
- To launch new product / services
- To create awareness
- To generates sale enquires
Creative Strategy
b. Key messages
- Promise:
Physical aspect : BAo – BAo ‘BREAD is good to support children growth such as for their sight, bone and teeth. The nutrition such as PUHA also has benefit to prevent some disease (cancer, heart and diabetes).
Emotional aspect : To develop children’s ability for focusing their concentration, solving problem and it also can increase their IQ.
- Rationale: High fiber, omega-3i (EPA – eikosapentaenoat acid, DHA – dokosaheksaenoat acid and PUFA), thiamin (vitamin B1), riboflavin (vitamin B2), niacin and some mineral such as zat besi, idiom, calcium.
Media Strategy
c. Media Selection
- Primary medium: TV. It because television has wide range of their target audience with high frequent. If we place the advertisement on popular programme or show that have same audience, we can target our audience precisely.
- Secondary media: Magazine and Tabloid. It because tabloid is one of favorite media especially for mother and children as our target.
d. Media Schedule
- TV( SCTV, RCTI, INDOSIAR, TRANS7, GLOBAL TV, TPI)
1 2 3 4 5 6 7 8 9 10
3x 3x 2x 2x 3x 3x
11 12 13 14 15 16 17 18 19 20
2x 3x 2x 3x 3x 3x
21 22 23 24 25 26 27 28 29 30 31
3x 3x 3x 2x 3x 3x
In a month, BAo – BAo ‘BREAD will place their advertisement about 20 - 43 times per each TV channel in some programmers like children reality show and film, kuliner show and showbiz gossip. It because of the more times we advertise on TV which has a lot range of audience, the better change we can take our target audience to aware and know our product.
2. Magazine such as Femina, Kartini, Bobo Junior and Donal Bebek. The period of advertisement placement for each magazine depends on their publication.
Tabloid such as Wanita Indonesia, Nova, Genie, Ibu & Anak and Saji. The period of advertisement placement for each magazine is once time a week which depends on their publication.
e. AIDA
1. Attention:
We use cheerful, funny and simple language of children’s style that will be able to understand easily by consumer especially for our target audience.
2. Interest:
This TVC use mother and child as model for example Cindy Fatika Sari with her children. They will talk about the consumer benefit and strength of product so it can gives clear information for target audience then they will interest with this product.
3. Desire:
This advertisement was made with fun cartoon icons such as Doraemon, Mickey Mouse and Hamtaro. This character show cheerful acting so it will make children happy and they will be generated to own this product.
4. Action:
We have sale promotion. If you buy all BAo – BAo ‘BREAD products with minimum purchase at Rp 50.000 you will get free children foodstuff. This promotion can persuade target audience to buy this product.
5. - The most suitable advertising agency for this product is A la Carte’ agencies. This agency provides creative service like: brand name (logo, packaging), exhibition and sales promo display which is meet the objective of our advertising especially for launching new product.
- The other types of advertising agencies are Media Independent and Full – Service Agency.
Media Independent services the media placement included media planning, and budgeting in media like: TV, magazine and tabloid. These services can facilitate company to research precise media for advertising.
Full – Service Agency provide service which include all Promotional Mix, such as
advertising, exhibition, sales promotion and public relation.
(Note: We choose Full – Service as third choice because the service include All Promotional Mix, so it makes a price of Full – Service very expensive)
6. Using a celebrity in sports, music and film to promote the product
• Advantage
- Known by Public
- People can remember the product easily because there is their idol in the advertisement.
- If the popularity of artist is in high reputation, so they can help to increase the popularity of our product.
• Disadvantage:
- We must spend a lot of money to use artist as icon of our product.
- If the artist do criminal thing like using drugs, it will impact our product image in bad reputation.
- Some artist sometimes can cancel their shooting schedule because the tight schedule. It will cause big loss and confusing all schedule of campaign.
Production
7. Advertising material for client’s approval in the production process of the press ad and TVC.
a. Press ad
b. TVC
Rationale concept for layout of Press ad and TVC
First, the viewer will see the cartoons character like Doraemon, Hamtaro, Mickey Mouse, etc surrounding a girl and a boy in the playground arena with blue bright sky, then, the Doraemon character take the children and begin to play with them, it throw the children to another character (mickey mouse) then after playing some game mickey put them into Hamtaro’s body which is very smooth, warm n soft, Hamtaro give them something to eat, and it is a bread, after the girl n boy eat it, they transformed into their real world, and after they eat the bread, the boy shout “Very smooth, warm n delicious!” and the girl say “and they are cute too! Thank you Mommy!” and then they both say “We love Mommy!”. Then the camera shoots their mom and their mom say “Delicious and Healthy bread only at Bao-Bao Bread.
8. Media plan and budget reason
a. We choose television as primary medium
Television has wide range of their target audience with high frequent. If we place the advertisement on popular programmer or show that have same audience, we can target our audience precisely such as in some programmer like children reality show and film, kuliner show and showbiz gossip.
Budget for this media is about minimum 2,5 billion rupiah per month. The advertisement will be place about 20 - 43 times per each channel which the average per TV programmer is about 10 million rupiah.
b. We choose tabloid & magazine as secondary medium
We will place the advertisement in;
• Magazine such as Femina, Kartini, Bobo Junior, Bobo and Donal Bebek.
We will spend budget about minimal 200 million rupiah for advertising in magazine per month.
| Media Budgeting | ||||||
| Magazine | Publication | 1 PAGE INSIDE | Page 3 | cover 2 | cover 3 | cover 4 |
| Bobo, | Thursday | Rp 10,500,000 | | Rp 12,500,000 | Rp 11,350,000 | Rp 13,650,000 |
| Bobo Junior | Wenesday | Rp 7,000,000 | | Rp 7,700,000 | Rp 7,350,000 | Rp 8,400,000 |
| Donal Bebek | Monday | Rp 5,000,000 | | Rp 6,000,000 | Rp 5,500,000 | Rp 6,500,000 |
| Femina | Once times a month | Rp 25,000,000 | Rp 29,700,000 | Rp 29,700,000 | Rp 26,000,000 | Rp 35,000,000 |
| Kartini | Two times a month | Rp 18,900,000 | Rp 38,900,000 | Rp 18,900,000 | Rp 23,900,000 | |
• Tabloid such as Wanita Indonesia, Nova, Genie, Ibu & Anak and Saji.
We will spend budget about minimal 160 million rupiah for advertising in tabloid magazine
| Media Budgeting of Tabloid | Full Color | Note |
| Genie | Rp. 15,000 | per 600 mmk |
| Ibu & Anak | Rp. 15,000 | per 600 mmk |
| Nova | Rp. 41,000 | per 600 mmk |
| Saji | Rp. 41,000 | per 600 mmk |
| Wanita Indonesia | Rp. 26,000 | per 600 mmk |
Research
9. A. Aspects to be tested based on AIDA are;
What is the impact of the adv?
Is it getting across the message that is wanted by the advertiser?
Does it communicate the right image?
Is it intelligible? Can it be understood?
Does the target audience like it or dislike it?
Will the customers be stimulated to buy?
Is it giving positive message?
B. Two methods of testing to be used are
Discussion & Interview Methods and Test Marketing
C. Timing to test in the producing stages for press ad and TVC is
When the press ad and TVC are already done but has not publish to public.
D. Advertisers use pre-testing because.
They would like to ensure that the creative ideas and concepts will get the message across.
10. Evaluations of an advertising campaign after it has appeared in the media are Recall testing (24-hour recall), Reading and noting (page traffic).
a. Brand Name : recall testing
→ Individuals are asked to recall advertisements from a test by showing some cards with brand names and are asked which they have seen. Then questions will be asked to create what aspects from series can be recalled without giving a clue as to commercial being reviewed.
b. Brand image/personality : tracking study
→ this research involve questionnaire which filled by an equal number of males and females to make sure how effectively advertised brands are being communicated. It also monitors reading some media such as newspaper, television and radio in order to help advertiser find their weaknesses.
c. Consumer Behavior : consumer panel
→ the method uses bar – code scanning devices to record purchases of total overall pattern of buying which the data being transmitted to the market research company for central processing and analysis.
d. Sales development :
Retailer/dealer audit
→ a method that measure the effect of advertising and promotion by keeping an accurate record of initial stocks, interim deliveries and final stock in a retail outlet over a period prior to and after the campaign.
Sales inquiries
→ a method that person responding to commercial through printed material (a coupon which included in press advertisement in order target audience can return it) or television and radio commercials (this include local rate – 0345 calls which they can respond by phone) .
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