drink uht milk
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TETRA PAK INDONESIA
CORPORATE CREDENTIAL
BY:
AGENCY
TETRA PAK INDONESIA is…
Present for over 35 years
Meet the needs of people in more than
170 countries
22,000employees
THE STORY197
5
2001
Come to Indonesia, by the name PT Jasa Brik, then changed its name become PT Brikindo Jaya
Status as foreign capital companies, by the name of PT Tetra Pak Indonesia.
NOW
Tetra Pak is now present in Indonesia in partnership with more than 20 leading food and beverage manufacturers to present a series of quality products such as milk, tea, juice, milk, traditional beverages, and more.
2004
Conducting the Drink Milk Campaign to promote awareness of the benefits of milk, while helping to increase the level of milk consumption in Indonesia.
WHAT THEY SAY?Produknya terkenal, biasanya gue beli yang coklat.(Yusuf, Student, 20 y.o.)
Kualitasnya bagus, dilihat dari packaging, produk yg dia buat itu rasanya enak.(Fika, Student, 20 y.o.)
Nggak kenal sama perusahaannya, tapi kalo produk susunya tau. (Fitriyah, Student, 20 y.o.)
MEDIA COVERAGE
COMMUNICATION GOALSTo increase awareness of the importance of drinking milk for health and growth.
To encourage people to drink ultra-high temperature (UHT) milk.
To promote growth of the local dairy industry in Indonesia.
To support Tetra Pak‘s dairy customers’ marketing activities.
TARGET AUDIENCE
1st Level
• Consumers:• Mothers as
decision-makers, especially with children ages 3 - 12
• Teenagers & Children
• SES class: A-B-C
2nd Level• Government and
key opinion formers as a platform for national drink milk movement (through Ministry of Health, Education and Agriculture)
• Advocacy groups in health and nutrition
• Media
INSIGHT
Milk consumption per capita in Indonesia is very low (11.9 L/capita in 2009) due to low affordability and misperception.
Increase in fresh liquid milk consumption nationally helps local dairy industry to grow by providing good quality, affordable milk.
At present only 30% of milk in Indonesia is sourced locally, while 70% is imported.
Powder milk is overwhelming preferred, especially for toddlers and young children.
INSIGHT(2)Main competition to liquid milk is powder milk and
sweetened condensed milk (SCM) driven by
multinational companies through heavy advertising and promotions. This has
created an image that longer shelf life for milk is
good for consumers.
Liquid milk also comes in other forms such as
unprocessed street/farm milk, pasteurized milk in bulk, gable top cartons,
plastic cups, plastic pouches or bottles, sterilized milk in bottles, or plastic pouches.
Main competition is sterilized milk in bottles.
Liquid milk is perceived as expensive, after opening all
the contents must be consumed right away.
Liquid milk claims on the packaging face BPOM
restrictions such as the prohibition on ‘no
preservatives’ label, whereas powder milk can
make claims such as added DHA (a substance found naturally in liquid milk).
WHAT WE WANT TO COMMUNICATE?
Milk in its original and most natural
form is liquid.
UHT milk is sourced from fresh, natural
cow’s milk
UHT milk is the most practical, nutritious and safest way to consume milk.
UHT milk is without
preservatives.
Tetra Pak is a packaging
company that “PROTECTS
WHAT’S GOOD” across the value
chain
Tetra Pak packaging not only retains nutrition and
taste, but represents
environmentally sustainable packaging.
KEY MESSAGE
UHT milk is the most practical, nutritious and safest way to consume milk.Tetra Pak is a packaging company that “PROTECTS WHAT’S GOOD” across the value chain
PROPOSED ACTIVITIES
CampaignConcept
MediaActivities
MILKY WAY CAMPAIGNMILKY
MOMMY DAYSELFIE THAT
MILKYSHARE THE
MILKY01 MAY – 01
JUNE
MILKY CREATIVE
YOUTH01 JUNE – 30
JULY 01 – 30 AUG 01 – 30 AUG
Socialization fo mothers in
Indonesia about UHT Milk
Drink milks together with students in
elementary and junior highs
school in Indonesia
Invite all youth to share their moment wit
Tetra Pak milk product in their
activitie, the uniq one get the
prize
Invite all youth to write a paper about the future of generations in
Indonesia and drinking milk
cultureEndorsed : Dona
Agnesia Coopertion with
govermentCoopertion with
goverment
Endorsed : CJR
Endorsed : CJR
Endorsed : RAN
MEDIA ACTIVITIESMedia Gathering
Media Profiling
Press Release Distribution
Media Monitoring
MEDIA GATHERINGDate :
• End of April 2016Venue:
• The Ritz-CarltonTime :
• 10.00 am – 12.oo amSpeakers :
• Tetra Pak Indonesia spokeperonTarget media:
• 15 business media and 15 general media
MEDIA PROFILINGProfiling the CEO of Tetra Pak Indonesia in selected targeted media
Activitiy period: Mid May – June
Proposed media :• SWA• Kompas• Tempo
The story about how to build this business and how to face with ASEAN Free Trade Area
MEDIA KITMedia ReleaseVideo• Product• Company ProfileBooklet / Brochure• Product Knowledge• Owner Biography
MEDIA RESULT
Media coverage depth vs breadth:• Increase quality of message delivery in key
national and local media.Quantitative result to see how much the message has changed behavior of target audience.Conduct follow-up media audit at end of year.
PROPOSED MEDIADaily Newspapar Magazine Online
Kompas Seputar Indonesia MIX Magazine Detik.comMedia Indonesia The Jakarta Globe Marketing
Kompas Cyber Media
Bisnis Indonesia The Jakarta Post SWA Tempo interaktif Koran Tempo Kontan Investor Vivanews
Republika Koran Jakarta Tempo Okezone Indo Pos Jurnal Nasional Gatra Vibizlife.com
Investor Daily HE Neraca Business Week Antara Suara
Pembaruan Warta Kota Business Review Sinar Harapan Pikiran Rakyat Warta Ekonomi
HU Pelita Surabaya Pos Trust
TIMELINE
•June 2016•In conjunction with Hari Susu
Nusantara on June 1Target Launch
•May - December 2016Period
LET’S DRINK MILK TOGETHER!
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