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ADVERTISING REPORT

1. INTRODUCTION

1.1 Purpose

This report was made due to the brand and product launching project. We launched calcium water named Mi-C. We have done some research before launched the product and its TV commercial to the market.

1.2 Research Method

As source of information, there are two research methods that were used:

· Primary Research:

Questionnaires

Observation

· Secondary Research: Media Research


2. FINDINGS

2.1 From Questionnaire

We have already done some researches to know about needs and wants of our target markets (people age 13-18 years old). One method that we did is by sending questionnaires to 30 people who are our target markets. These are the facts of the result:

1. a. Nobody (0%) watches television from 8 a.m. to 10 a.m.

b. There are four (13.33%) people watch television from 12 p.m. to 2 p.m.

c. There are four (13.33%) people watch television from 4 p.m. to 6 p.m.

d. There are twenty two (73.33%) people watch television from 7 p.m. to 9 p.m.

Diagram audiens TV

2. a. There are six (20%) people stated that they were most interested in the music of a TV advertisement.

b. There are five (17.7%) people stated that they were most interested in the artist or model of a TV advertisement.

c. There are 19 (63.3%) people stated that they were most interested in the story/plot of a TV advertisement.

d. No one (0%) stated that he/ she was most interested in the product or brand name of a TV advertisement.


Diagram ketertarikan sebuah iklan

3. a. There are three (10%) people watch action films lately.

b. There are eleven (36.7%) people watch horror films lately.

c. There are six (20%) people watch comedy films lately.

d. There are ten (33.3%) people watch drama films lately.

Diagram jenis film favorit


4. a. There are 23 (76.7%) people who have only 30 minutes to one hour time from waking up until starting their activities.

b. There are seven (23.3%) people who have one hour to two hours time from waking up until starting their activities.

c. Nobody (0%) has more than two hours time from waking up until starting their activities.

Diagram jangka waktu orang mulai beraktivitas

5. a. There are 22 (73.3%) people like to drink milk.

# Based on kinds of milk they drink, there are 3 kinds of answer:

(1) Eleven people (50%) drink milk powder.

(2) No one (0%) drinks sweetened condensed milk .

(3) Eleven people (50%) drink ready-to drink milk.

Diagram jenis susu paling banyak dikonsumsi


# Based on their budget for a consumption of milk:

(1) Two (9.09%) people pay one thousand to two thousand rupiahs for a consumption of milk.

(2) Eleven people (50%) pay three thousand to five thousand rupiahs for a consumption of milk.

(3) Four people (18.18%) pay five thousand rupiahs to ten thousand rupiahs for a consumption of milk.

(4) Five (22.73%) people pay more than ten thousand rupiahs for a consumption of milk.

Diagram budget mengkonsumsi susu


b. There are eight (26.7%) people dislike to drink milk.

# (1) There are two people (25%) answered that they consumed supplement to fulfil their bodies’s need of calcium.

(2) There are eight people (75%) answered that they did not consume supplement to fulfil their bodies’s need of calcium.

Diagram persentase suplemen pengganti susu

# Based on the reasons of their dislike of drinking milk:

(1) Six (60%) people answered that it was because of its taste.

(2) No one (0%) answered that it was because of its smell.

(3) Two (40%) people answered that it was because of its impracticality.

(4) No one (0%) answered that it was because of their fear of being fat.

Diagram alasan orang tidak menyukai susu

Diagram persentase antara penyuka dan bukan penyuka susu

6. a. There are 24 (80%) people will be attracted to try a new product which is calcium water.

b. There are six people (20%) will not be attracted to try a new product which is calcium water.

Diagram persentase ketertarikan orang mencoba hal baru

7. We have done a research to find out what tastes of fruit people like the most. Here are the result (the lower the points, the more they like it):

Orange 68

Strawberry 63

Grape 88

Mango 116

Melon 113

8. Logo produk susu


Diagram ketertarikan terhadap logo produk susu

a. There are 28 (93.3%) people that are interested in the logo above.

b. There are two people (6.7%) that are not interested in the logo above.

2.2 From Media Research

2.2.1 Horror movies

From November- December 2006, most of movies showed in Indonesia’s cinemas are horror movies. Some of the titles are: Kafir, Tusuk Jeangkung, Hantu Bangku Kosong, Hantu Jeruk Purut, KM14, Rantai Bumi, Rumah Pondok Indah, and Pocong 2. Most of these movies reached the highest sale of that time and became the most-watched movies of the year.

In 2007, horror movies became more popular. Until we wrote this report, many horror movies have been showed in theatres. Few of them are: Lewat Tengah Malam, Malam Jumat Kliwon, Terowongan Casablanca, Lantai 13, and Suster Ngesot. The latest news mentioned that this year, more than 20 movies will be produced.

(Source:http://www.kompas.com/ver1/Muda/0612/18/091222.htm)

2.3 From Observation

2.3.1 Favorite TV Shows

From our own observation, most people of our target market like to watch these TV shows:

Trans TV: Extravaganza, Wisata Kuliner, and Ceriwis. These three shows also have the highest ratings in the Trans TV station.

Trans 7: Empat Mata, Infotainmet Siang, and One Stop Football. Global TV: American Idol 2007, Spongebob Squarepants, and MTV.

2.3.2 Main Streets in Jakarta

We have observed the most crowded main streets in Jakarta, and the area around Jalan Jenderal Sudirman is one of them.

2.3.3 Competitors

In Indonesia market, we have no direct competitor because Mi-C is a new product. Mi- C is the only one brand for mineral water. But we can consider milk and energy water as our competitor because they have several things in common. We have same benefit as milk, and the same characteristic as energy water. So our competitors are:

Milk: Indomilk, Milo, Dancow, Ultra.

Energy Water: Mizone, Vitazone.


3. ANALYSIS

  1. Because 73,3% of our target market watch TV at night (7 p.m. to 9p.m.), we have decided to put more TV advertisements in those hours. In the media schedule, we put more advertisements in the peak time.

  1. We place the advertisements in target market’s most favorite TV programs. They are Extravaganza Special Weekend (Trans TV, every Saturday at 7-9 p.m.), Empat Mata (Trans 7, every Friday at 9.30-10.30 p.m.), and American Idol 2007 (Global TV, every Sunday at 7-8.30 p.m.). Empat Mata show with its famous host, Tukul, has been a phenomenon in Indonesia’s TV scene.

  1. When they watch a TV commercial, 63,3% of our respondents pay the most attention to the story or the plot of the advertisement. So we make the plot of our TV commercial interesting and unique. The summary of the plot is: We send the message of how unpractical powder milk can be, so the model takes a long time to make it, until a ghost come and give her a bottle of Mi-C.

  1. Most of our respondents (36,6%) choose horror movie as a kind of movie they have been watched lately. So we choose horror as a supporting theme in our TV commercial. We present a ghost as an extra model, so it would get more attention from the audience.

Our decision to use a ghost as a model also supported by the facts that horror movies are really popular nowadays. Most of the movies that are played in theatre in late 2006 until early 2007 are horrors.

  1. 76,6% of our respondents are busy people. They spend only 30 to sixty minutes of their time from waking up until starting their daily activities to prepare themselves. So, we create Mi-C as a perfect solution for those people. They don’t have to take a long time to make milk for their breakfast.

  1. a. 73,3% of our respondents like to drink milk.

Most of the people who like to drink milk choose powder milk (50%) and liquid/ready to drink milk (50%). For those who drink powder milk, we can offer them Mi-C so they don’t have to waste their time and energy only for making their milk. Mi-C is so practical, you don’t need to add any water like if you make milk from powder, and you also can carry it everywhere. For those who choose ready-to drink milk, we provide a new option for them. It means that they are a practical person, and they will be suitable for the product’s characteristic.

50% of our respondents who like to drink milk spend three to five thousand rupiahs to buy their milk. One bottle of Mi-C will cost Five Thousand rupiahs, so they would just spend the same amount of money to buy it as if they buy the usual milk.

b. There are 26,6% of our respondents who dislike milk.

– Most of the people who don’t like to drink milk (75%) don’t consume calcium supplement to fulfill their bodies’ needs of calcium. It creates an opportunity for Mi-C to help them get their daily need of calcium without drinking any milk.

– 60% of the respondents don’t like to drink milk because of its taste, while the other 40% don’t like to drink milk because of it’s impracticality, we create Mi-C in a form of a mineral water, and also has two flavors; orange and strawberry. It is also practical, because it’s ready-to-drink and you can carry it around everywhere.

  1. Most people (80%) will be attracted to try a new product which is calcium water. So there is a hope that people will try the new product.

  1. Most of people choose orange and strawberry as their favorite flavors. So we decide to make Mi-C in those two flavors.

  1. 93,3% of our respondents are interested in logo below:

Logo produk susu


So, we decide it to use it as the product’s logo. We use bright colors to attract our target audience, and cow patterns to represent its calcium content, which usually we get from milk.

  1. Through our own observation, we found that Jalan Sudirman is one of the busiest streets in Jakarta. So we decided to put two of our billboard in the area. First billboard is located near Plaza Semanggi. The second billboard also can be seen from busway’s crossing bridge, where a lot of people walk pass it everyday.

  1. Mi-C has several indirect competitors:

-Milk: Indomilk, Milo, Dancow, Ultra.

-Energy Water: Mizone, Vitazone

We created different advertisement from our competitors. We have different concept from the competitor’s commercial.


4. RECOMMENDATION

Product: Calcium Water

Brand: Mi-C

Promise:

Physical : to grow strong bones

Emotional : to feel fresh

In our commercial, the model feels fresh after drinking Mi C. The model says: “Wow…So fresh!” (“Wuihh…Seger!”). It supports the emotional promise that someone will feel fresher after drinking this calcium water.

The physical promise in the commercial is carried by the voice over.

Rationale:

Beside calcium, this product contains another vitamins and minerals to grow strong bones. The vitamin and minerals inside the product can also boost the energy of the person who drinks it.

This Rational is carried by the Voice Over which we can hear when the closing board is displayed.

Tone & Style:

The model is a teenager who represents the young and dynamic characteristics as the tone and style of the ad. It matches the brand personality (spirited and dynamic). At the beginning of the ad, the model and the music build drowsy mode, and they become more energetic after the product appears.

Creative Idea:

A unique story which tries to send a message that powder milk and the other kinds of milk that should be prepared first are out of date and not practical. Mi-C is the best choice to get all milk goodness without wasting your time preparing it. What makes our TV commercial distinctive from our other competitors is we brought out a ghost as supporting model. This concept gives a touch of comedy to the advertisement.

For the background music, we used a mellow 80’s song to support the “old” and boring impression which we tried to develop in the early of the advertisement. In the middle of the advertisement, the model drinks Mi-C, and suddenly the music changed to dynamic rock music.


TVC SCRIPT OF STORY

Brand: Mi-C

Product: Calcium Water

(Frame 1/ adegan pembuka- (tulisan “Pada suatu pagi..”) Seorang gadis remaja mengambil gelas dari lemari. Pada backgroundnya, jam dinding di sebelahnya menunjukkan waktu pk. 06.00)

Camera: Medium shot

VO :

Superimpose:

SFX&EFX:

Music : Right Here Waiting oleh Richard Marx

(Frame 2/ si gadis remaja menyendok susu bubuk ke dalam gelas)

Camera: Medium shot

VO :

Superimpose:

SFX&EFX:

Music : Right Here Waiting oleh Richard Marx

(Frame3/ si gadis remaja kemudian menuangkan air ke dalam gelas. Pada backgroundnya, jam dinding di sebelahnya menunjukkan waktu 06.15)

Camera: Medium shot

VO :

Superimpose:

SFX&EFX:

Music : Right Here Waiting oleh Richard Marx

(Frame4/ si gadis remaja kemudian mengaduk-aduk susunya berulang kali. Jarum jam dinding di sebelahnya menunjukkan angka 06.30, kemudian berganti menjadi 06.40, kemudian 06.55)

Camera: Medium shot

VO :

Superimpose:

SFX&EFX:

Music : Right Here Waiting oleh Richard Marx

(Frame5/si gadis remaja kemudian meminum susunya sambil menutup hidung, sementara jam dinding di sebelahnya telah menunjukkan waktu pk. 07.00)

Camera: Medium shot, zoom in to close up

VO :

Superimpose:

SFX&EFX:

Music : Right Here Waiting oleh Richard Marx

(Frame6/ Lampu di background tiba-tiba mati dan menyala secara berulang-ulang. Si gadis remaja menoleh lke kanan dan kiri karena bingung)

Camera: Close Up

VO :

Superimpose:

SFX&EFX:

Music :

(Frame7/ Tiba-tiba sesosok hantu menepuk-nepuk bahu si gadis remaja dengan membawa sebotol Mi-C. Gadis tersebut pun kaget)

Camera: Medium shot

VO :

Superimpose:

SFX&EFX: Suara teriakan wanita dengan nada tinggi

Music :

(Frame 8/ Si gadis meminum Mi-C, dan kemudian pakaiannya berubah menjadi lebih ceria)

Camera: medium shot

FVO : “ Wuiihh…seger! Ada rasa buahnya lagi!”

Superimpose:

SFX&EFX:

Music : Talk To Me, Dance With Me oleh Hot Hot Heat

(Frame 9/Closing board dengan gambar produk Mi-C, logo, dan slogan yang berbunyi “My Bones love it!)

Camera: medium shot

FVO : “ Mi-C, air mineral dengan vitamin, mineral, dan manfaat susu; My bones love it!”

Superimpose: Minum susu tak perlu repot lagi! Dapatkan 1 buah pin lucu setiap pembelian 2 botol Mi-C rasa apa saja!

SFX&EFX:

Music : Talk To Me, Dance With Me oleh Hot Hot Heat

(Frame 10/ Si gadis remaja menggaruk-garuk kepala mencari siapa yang memberinya Mi-C. Kamera lalu bergerak ke kiri, menangkap sesosok hantu yang mengangguk-angguk sambil mengacungkan ibu jari)

Camera: medium shot

FVO : “ Tapi tadi itu, siapa yang ngasih ya?”

Superimpose: Minum susu tak perlu repot lagi! Dapatkan 1 buah pin lucu setiap pembelian 2 botol Mi-C rasa apa saja!

FX&EFX: Suara organ memainkan musik khas film horor

Music : Talk To Me, Dance With Me oleh Hot Hot Heat


MEDIA SCHEDULE

§ TV stations: min 3 stations,min 9 programmes

ð Trans TV: Extravaganza (special weekend)

Kuliner Pilihan (Wisata Kuliner)

Ceriwis

ð Trans 7: Empat Mata

Infotainment Siang

One Stop Football

ð Global TV: American Idol 2007

Spongebob Squarepants

MTV Nongkrong

§ Duration of ad: 30”

§ Package deal: Peak : Non-peak = 1 : 2 by station

§ Budget: Rp 7,500 million (no VAT)

BILLBOARD

§ Number: at least 2

§ Size: approximately 200-300 sq.m.

§ Layout (16 x 24 cm): Model and background

Headline

Product

Brand name – logo – slogan

§ Placement: photo as seen from car by target audience (existing billboard)

ð Sudirman (Karet and near Plaza Semanggi)

§ Location: site map on main road in Jakarta

§ Budget: total of Rp 2,000 million for periode of 1 year

Cost breakdown:

ð Construction : Rp 607.50 million

ð Electricity & maintenance : Rp 378,28 million

ð Rent of place : Rp 515,65 million

ð Tax to Pemerintah Daerah : Rp 505,80 million _

TOTAL : Rp 2007,23 million


Billboard brand Mi-C di tepi jalan

Billboard brand Mi-C di jembatan


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