marketing strategy concept

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JIGUJA

oUT oF tHE bOX

The Journey.........

MARKETING STRATEGY(PROPOSAL)

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Once upon a time

At first, JIGUJA known as “the drink after

you drink”

Becoming talk of the town..amongsdrinkers or clubbers

Re-positioning to a more positive way...as

a “natural DETOX drink”  And so the story goes.....

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This is our story

To expand the market, increaseawareness and usage Brand Business

Wants to give an added value as a “LIVERdrink” (try to re-positioning)

 JIGUJA   Natural DETOX and LIVER drink

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Liver market

Liver has more than 500 functions, such as : detoxification,metabolism, sugar blood control, blood cell regeneration,etc.

High incidence of liver problem, specially in southeast asia.(more than 50% had liver problem in the age of 50,worldwide)

Low awareness about “liver problem” in Indonesia

Vague symptoms for liver problem hard to recognize

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Case study ??

JIguja

Natural DETOX drink Liver Drink

 Advanced, Modern, Premium, Lifestyle Functional, Treatment, Segmented

Prevention Curative

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JIguja

ESSENCE

CORE IDENTITY

RELATIONSHIP

REASON TO BELIEVEPERSONALITY VALUES

PRODUCTPERFORMANCE

VALUE

PROPOSITION

Alami / herbal

Terpercaya

Inovasi

Pelindung

Mengandung

bahan alami yang

efektif untuk

membantumeningkatkan

kinerja liver untuk

proses detoksifikasi

Inovasi produk herbaluntuk membantukinerja liver dalammelakukan prosesdetoksifikasi

‘Work Hard, Play Hard’

USERS

Male/Female; 25-45 YO, SES AB,

Quality seeker, urban

CUSTOMER RELATIONSHIP

Natural

DETOXSecureNatural

Protection/Prevention

Rutinitas setiap hari di kota besar, seperti: bekerja keras, polusi,

makanan tidak sehat, kurang istirahat membuat hidup kita tidak

seimbang dan tubuh akan kesulitan untuk membuang semua

racun/toksin yg terakumulasi dalam tubuh dan rawan menderita

gangguan liver (sebagai pusat detoksifikasi)

Functional Benefit:

Menjaga kesehatan liver dan

membantu detoksifikasi

secara alami

Emotional Benefit:

Aman, nyaman, terlndungiSelf Expressive Benefit:

Natural

Inovation

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TARGET MARKET 

 AWARE NOT AWARE 

 EVER USED  NEVER USED

 MOST OFTEN OCCASIONAL LAPSED

TOM   SPONTANEOUS 

 INTERESTED

TO TRY 

 NOT

 INTERESTED

1st Priority 3rd Priority2nd Priority

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Trial

Experienceducation

  wareness

Triangle Strategy

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Short Term 3-6 months :

◦ Strengthening our position as “natural DETOXdrink” simultaneously educate market aboutLIVER (DETOX = LIVER)

◦ Build customer base for DETOX market, bygiving Brand Experience DETOXification

process

◦ Amplifying customer experience / testimonialthru flyer, social media, radio program, etc.

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Long Term 6-18 months :◦ Launch TVC

I love my liver, how about you? Love your Liver, Live Longer (4L)

◦ Launch consumer activation :

Work Hard, Play Hard...balancing your life!◦ Fun bike, Yoga, Party(sponsorship), etc.

◦ Launch consumer promo :

Buy 2 Jiguja and win a :◦ Ipad, other gadgets, etc

◦ trip to BALI Party, Detox Package treatment

◦ trip to Singapore Zouk Out Party @ siloso beach

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Radio Ad

• Radio Program:

 – DETOX Moment (testimonial)

• Quiz

 – DETOX Challenge

• Talkshow

 – DETOX = Liver

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ATL

•

TVC Create new TVC to boost up awarenessabout LIVER :

 – Love your Liver, Live Longer!

 –

I Love my Liver!

* Reference : NBA TV Commercial

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Brand Experience

• Let customer experiencing “DETOX” –while we educate them about Liver(DETOX = Liver)

•Mall / Public Area

•Office

•Institution

JIGUJA

DETOX Zone

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Gimmick / Promotion

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Digital Media

• Facebook Fan Page

• Twitter – As a bridge or alternative media to create BUZZ

amongst Target Market (testimonial)

 JIguja JIguja JIguja

 JIguja

 JIguja

 JIguja

 JIguja

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Thank You…..

steffen.kurniawan@gmail.com