Table of Contents
Preface
The purpose of this proposal is to create
cooperation between Ninedash Onverwacht Advertising Agency and Forever Young to
make advertisement as we know Advertisement goes through different stages from its initial
planning stage to its execution. In addition, it also involves groups of people
specialized in different fields. For example, experts of management,
copyediting, creative writing, photography, videography, acting, etc. Ninedash
Onverwacht Advertising Agency can handle about our advertisement to promote
"SLIMMIE" products among the potential customers , to enter national
or even international market and motivate new group of customers and to enhance
the goodwill and build credibility among the customers by promising to provide
better quality of products and services . The advertisements can be promoted in
the newspapers, magazines, and roadside hoardings or watch on television or on
the internet involves a lot of work.
Overview Of Product
SLIMMIE
Profile
Product
Type: Instant Noodle
Produces
By: Forever Young
Introduced:
2016
Markets:
Worldwide
Tagline:
Go slim, Go health
Website: www.slimmie.com
Advertising Objectives
Advertising objective is a clear and
specific aim of an advertisement or a commercial; such as, comparing, gaining attention, informing, persuading, or reminding.
Our client, PT. ……., has given us a brief description of how their Marketing
Objective is to increase their sales by 30%.
Then, we set the advertising objectives
below:
1.
Communicate the benefits of the client’s
product or service.
2.
Persuade 40% of targeted prospective customers
to switch brands.
·
Communicate Benefits
Product advertising should focus on
solving the needs of your customers; consequently, your advertisement should
engage the product's benefits. This type of advertising is important when
research shows low awareness of product benefits, if your products have
recently been improved, or if you need to counter competitors who have
introduced products with similar or better benefits.
For example, if research shows that your
company's products are perceived as old-fashioned or poor value for the money,
you need to take action to communicate the real benefits of your products. The
phrase "perception is reality" definitely applies in advertising.
·
Encourage Brand Switching
Advertising can play an important role
in winning new customers as it encourages them to switch brands. It helps to
increase market share or maintain share against competitive actions and is also
important if we introduce new products that offer greater benefits than those
of your competitors.
·
Increasing
Sales and Profits
One of the major objectives of advertising is to increase sales
and profits. Some companies, like Internet businesses, only use advertising to
apprise people about their products and services. These companies don't have
sales departments. Hence, they can only sell products and earn profits if they
are actively advertising. Some forms of advertising lend themselves more to
producing immediate profits. For example, direct response advertising, which
asks consumers for money in the ads, is specifically geared toward building
sales and profits.
·
Encourage
Trial and Usage
Companies often use advertising to encourage trial and usage of
new products. These companies run their advertising to introduce their products
to the public. They inform people where to buy the products, and also offer
special incentives to first-time buyers. For example, a fast food restaurant
may offer consumers "$1 off" on a new $3 chicken meal. Similarly,
consumer products companies advertise to get consumers to try and use their
products. Their sales and profits increase when customers start making regular
purchases of their brands.
·
Reminder
Advertising
Some businesses use advertising to help customers recall
"satisfaction" they had with products in the past, according to
marketing expert Cynthia M. Frisby of the University of Missouri. This is often
called reminder advertising. Companies that use reminder advertising are often
marketing older, more established products. They advertise these products less
frequently just to remind customers they are still selling the products. For
example, some companies run commercials for 40-year-old games, toys and other
items during the holidays.
·
Follow-Up
It is not enough to just advertise to achieve key objectives.
Companies must deliver what they promise in the ads. For example, manufacturers
and retailers must ensure enough products are in stock when these ads break.
They must also provide excellent customer service, answering questions about
products and providing fair refund policies. Companies should also develop computer
databases on customers, when possible, so they can periodically send them
coupons or special promotions.
·
Demonstrating
a Product
One advertising objective is to demonstrate the effectiveness of a
product or its ease of use. A common example is the "before and
after" technique, which shows how well a product cleans, improves
appearances or enhances quality of life. If your business involves selling
weight-loss products or systems, before/after photos can demonstrate their
effectiveness. If you operate a hair salon, photos of satisfied clients can
show off your skills to potential customers.
·
Building
Image
Businesses may use advertising for the objective of building a
company or brand image. Insurance agencies often attempt to position themselves
as trustworthy by guaranteeing that consumers can count on them in their time
of need. Car dealers use advertising to establish a reputation for fairness and
honesty. Retailers may attempt to create an image of always offering the lowest
prices or providing the best service.
·
Changing
Perceptions
An advertising objective may be to alter the perceptions of the
public. A business that has developed a reputation in the community for
treating customers poorly can use advertising to tout its new customer-service policy.
The owner of a restaurant that is perceived to serve an upscale clientele may
advertise new menu choices and prices to appeal to a wider range of diners.
Target Audience
Target
Audience “Slimmie”
Slimmie is an instant noodle that has a healthy concept. Slimmie
is made from a natural ingredients and it is good to be consumedfor it lacks
ofbad ingredients such as MSG. Thus, it can even be consumed by people who have
a healthy lifestyle.
Slimmie can be found all over Indonesia. The consumer can easily
find it in supermarket or minimarket in every region in Indonesia. Slimmie
might be a little more expensive than the other instant noodle. It costs Rp.
7500 each because its ingredients are guaranteed to be the best.
·
Price: Rp.
7,500
·
Place:
Indonesia (national)
·
Socio-Economic:low
to high class people
·
Gender:
Unisex
·
Age: 15 – 30
Competitive Edge
·
A great
menu with organic ingredients
where the quality is much higher than the ones offered by competitors because
this instant noodle is made from mostly vegetables which means that it is low
in calories and can be consumed for those who are on a diet.
·
Low
Costs.
This product also has a standard price so it can be
consumed by everyone, despite their economical level.
·
Universal
Taste
Slimmie has a taste where everyone all around the
world can accept. It is made from vegetables which are present in all
countries.
·
Slimmie
is a new innovation for people who don't like vegetables, especially for
children. The reason is because when they consume Slimmie, they would be
surprise if the noodles are made from vegetables for Slimmie rich in tase. This
way, they will grow an acceptance towards vegetables.
Product & Price
Ø Product
"SLIMMIE"is a healthy instant noodles made from
organic fruits and vegetables, instant seasoning such as chili powder, oil,
seasoning powder, soy sauce, without any MSG. Although
it's without MSG, it is rich in
taste, not to forget that it's also healthy.
SLIMMIE organic noodles is made from vegetables that were obtained from plant selection
with organic growing methods, and produced hygienically and without
preservatives. Organic noodle is perfect for those who care about their health
and for allergy sufferers, infants and children, especially for children with
special needs, pregnant women and lactating diet program. It's low fat food,
hygienic, rich in fiber, contains no MSG, preservatives and food coloring.
- There are 4 variants taste ofnoodleforfrying: Green
Spinach, Red Spinach, carrots and Dragon Fruit.
- For the cooking process, it's relatively easy because it is like
an instant noodles in general (there is a complete seasoning and manner of
presentation contained on the packaging)
- When the water is boiling,the color of thenoodle is according
toingredients inserted. It's normal for some vegetablesto produce juice that
gives color into l the boiling water (no artificial coloring)
- Safe consumed by Pregnant women and toddlers.
- The expiry time is only eight months because it has no
preservatives (only with the drying process that it can last that long)
- Contains fiber, minerals and vitamins, such as:
+ Red spinach: Protein, Fat, Carbohydrates, Potassium, Substance besiamarantin, Beta
Carotene, Vitamin A, C, and E, folic acid, Gulatation.
+ Green Spinach: oxalic acid, folic acid, amino acids, Vitamin A,
C and E.
+ Carrot: sugar, carotene, pectin, aspargin, vitamin A, B, C, D,
and vitamin K, fiber, fat, carbohydrate, calcium, phosphorus, iron, sodium,
amino acids, essential oils, and beta-carotene.
+ Dragon Fruit: protein, carotene, calcium,
iron, vitamin B1, B2, B3, and vitamin C.
Ø Price
The price of
Slimmie can fit all people from every group of economic level. This healthy instant noodle hasan
affordable price, although is more expensive than its competitors, it can offer
more benefits to its consumers for it is made of good quality organic
ingredients. It costs Rp 7500 each, but it's very worth the price because no
other instant noodles can offer the same quality of product.
Place & Promotion
Ø Place
Placement or distribution is a very important part of the product
mix definition. You have to position and distribute the product in a place that
is accessible to potential buyers.
This comes with a deep understanding of your target market.
Understand them inside out and you will discover the most efficient positioning
and distribution channels that directly speak with your market.
Here are some of the questions that you should answer in
developing your distribution strategy:
• Where do your clients look for your service or product?
• What kind of stores do potential clients go to? Do they shop in a
mall, in a regular brick and mortar store, in the supermarket, or online?
• How do you access the different distribution channels?
• How is your distribution strategy different from your competitors?
• Do you need a strong sales force?
• Do you need to attend trade fairs?
• Do you need to sell in an online store?
Our Slimmie instant noodle will be distributed at many convenience
stores, such as; 7 Eleven, Indomaret, Alfamart, Alfamidi and etc. Furthermore,
big supermarkets, such as; Carrefour, Hero and etc, will be our main focus in
the aspect of place. We chose those places to distribute our product because
they contain all of our potential buyers. Many of our competitors put their
products at similar places because those are the best places to sell such
product. Since, our pricing fits the demand of our target market and our
product that has different benefits from other competitors, it needs a suitable
place such as those mentioned above to be able to spread our message.
Ø Promotion
Promotion is a very important component of marketing as it can
boost brand recognition and sales. Promotion is comprised of various elements
like:
• Sales Organization
• Public Relations
• Advertising
• Sales Promotion
Advertising typically covers communication methods that are paid
for like television advertisements, radio commercials, print media, and
internet advertisements. In contemporary times, there seems to be a shift in
focus offline to the online world.
Public relations, on the other hand, are communications that are
typically not paid for. This includes press releases, exhibitions, sponsorship
deals, seminars, conferences, and events.
Word of mouth is also a type of product promotion. Word of mouth
is an informal communication about the benefits of the product by satisfied
customers and ordinary individuals. The sales staff plays a very important role
in public relations and word of mouth.
In creating an effective product promotion strategy, you need to
answer the following questions:
• How can you send marketing messages to your potential buyers?
• When is the best time to promote your product?
• Will you reach your potential audience and buyers through
television ads?
• Is it best to use the social media in promoting the product?
• What is the promotion strategy of your competitors?
Slimmie will be promoted through various advertising ways. One of
the example is through giving free cooked samples to numerous people in certain
places or events, such as; at a food bazaar, supermarket and etc. With that,
people can have a taste of our product and might even grow a liking on our
product if it fits their taste. Furthermore, if they like our product, the word
of mouth between the people can help to spread the message of our product.
Another example is through mass media, such as; TV, radio,
newspaper and etc. Although, this type of advertising needs a big budget, it
does spread the word effectively everywhere. It will reach our target market
precisely if we choose the right channels or media.
Stroryline
Once upon a time there is a woman that eating
SLIMMIE everyday.She is also didnt afraid to get fat just because eating noodle
in the night. When she cooking the noodles, suddenly a girl come to her
and said " you always eating instant noodles.you will get fat!!" and
the slimmie girl said " slimmie! Eating mie, still get slimmy" *act
like a elegant and slim woman" .
References
University of Missouri; Writing Advertising
Objectives: The Four Basic Criteria; Cynthia M. Frisby, Ph.D.; 2000
KnowThis.com: Setting the Advertising Objective
Mind Tools: Product Life Cycle
Business Know-How; Which is Better: New Customers or
Repeat Business; Paul Lemberg
Resource:
FDA.gov: Be Smart About Prescription Drug
Advertising
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