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!