marketing communication case analysis luve litee

Analysis Report PMBS Marketition 2012 1

Analysis Report PMBS Marketition 2012CAMPINA Case Study:Luve Litee

Written by : I-BBS Team

Haris Suhendra, Pramita Wardani, Stephen Martono


Macro Economic Indicator Data

Population 240 million

GDP growth (%) 6,5 %

GDP per capita (US $) 3600

Exchange rate per US$ 8500

Poverty Rate 14,6%

Macro Economic Indicator Data

Net Capital Inflow (Million) 22.64

Economic Growth 7 %

Indonesia’s Income Per capita projection 2030 (US$)

10,000

Economic Growth (ASEAN) 6,9%

The Fourth Cluster Driving Growth : food and beverages industry. Textiles, textile products, and footwear industry, electronics and electronic components industry, and transportation equipments and automotive components industry.

Indonesia’s Economic Landscape


Current Condition…

Ice cream consumer in Indonesia increases 20%The leading ice cream companies.Luve Litee.The first low fat and non-diary ice cream.Having a balanced lifestyle. Main target is females in the age of 20.Sales increasing around 20 %.Enter this market.

*SWA Online


Problem Analysis…

The challenge to have a wider segmentationClarifying Luve Litee brand positioningTo win this mind share battle


Problem Analysis

female & male


To clarify Luve Litee brand positioning…

Co-Branding :Ingredient Brand (collaboration with healthy place), Composite Brand (collaboration with healthy community) The Synergy Co-Branding (collaboration with other healthy brand).


The 3 CS to Win The Mind Share… (Communitization, Confirmation, Clarification)


Communitization

Demographic Gender Female & Male

Age 25-40Life Stage Worker

Marital Status

Single and Married

Psychographic Personality Ambitious, Concerning

in balanced lifestyle, concerning in a beauty and ideal body,

Values Achievers, experiencers, believers

Lifestyle Community, Networking, work hard play hard, Knowledge Seeker

Socioeconomic Income SES A & B+

Education Min. Undergraduate

Occupation Managerial and professional specialty


Gender Female & MaleAge 25 - 40SES SES A & B+, Minimum wage of 1,5 Million

IDR/monthGeographic Urban

ProfileAmbitious, Career, Concerning in balanced lifestyle, concerning in a beauty and ideal body

Confirmation


Customer Leadership

Clarification

Core Area

Marketing Vision

Luve Litee = “Healthy Ice Cream” Icon

Marketing Expertise & Organization

Product Leadership

Maximize Marketing Efficiency

Brand Leadership Premium


The differentiations of Luve Litee than the competitor…

Non-Diary Ice Cream

Low Fat

Soy Complex

Isoflavones

Soy Protein

Low Calories

consumeable for lactose intoleran

people


360 degrees to 365 days a year Communication Strategy…


Co creation

Luve Litee ExperienceLuve Litee Grab and GoIncrease the price


Conversation

Luve Litee’ers


Communal Activation

• Luve Litee’ers Near You! • Luve Litee’ers with You! • Luve Litee’ers with Bicycle Community,

Luve Litee’ers with Vegetarian Community,…


Campaign

Short way to balance your lifestyle :

Consume 10 Luve Litee a week

get 100 Benefits

get 1000 times happy and healthy life

Only 10000 IDR

DARE To Be

GREAT! Balanced

your lifestyle with Luvee

Litee

Local Campaign

Balance your life!

Global Campaign


Problem Analysis

360 degrees to 365 days a year.

what would you do to win this mind share battle, which all going inside consumers’ mind ?...


Commercialization….

• Bundled with campina’s distribution• New Unique Experience• Creative and interactive sales promotion, especially in the

social media to boost the awareness: – Buy 1 Get 1 promo by tweeting about your experience consuming

Luve Litee– Suggesting 5 person to follow the tweet account and be a Luve

Litee’ers, get special price for purchasing Luve Litee– Upload eating Luve Litee photo with friends or alone or at gym.

The best like could get special price for purchasing Luve Litee


Luve Litee’ers eLearning:Mobile ApplicationDareToBeGREAT.com

Care….


“Quality to emotional involvement”

Character….


Brand TargetHigh Healthy Life Seeker

Brand Essence Healthy

Brand PositioningDARE To Be GREAT! Balanced your lifestyle with Luve

Litee

Brand Personalityactive, dynamic, modern, health concern

Brand Strategy Platform,…


Return on Marketing Investment


• Luve Litee’ers Stars• Luve Litee’ers Stars • be Luve Litee Word Of Mouth Agent


Argumentations

no. 1 market increase to 30 %

marketing communication case analysis luve litee

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