marketing strategy concept
TRANSCRIPT
7/26/2019 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…..