Studi Kasus Iklan TV Commercial

versi “Eci”

Smart Advertisement

Product Definition

KitKat is a Snack Category

Product Situation• Now people think that chocolate is chocolate not

only a kids product, but it is a substitute of sweets. • In today's market chocolate has very good

demand. There are many reason behind that i.e change in customer taste, change in customer view, good marketing, the way company promoting etc.

Product Price

Rp 3500,- s/d 8.000,-

Market Segmentation Analysis

• Age : 12 – 35 tahun• Gender : Male dan Female• SES : A, B• Geografis : Cities• Psikografis : Modern people which is has a high

concern about VALS

Tagline

“Ada Break Ada KIT KAT "

SWOT Analysis• STRENGHT : Famous Brand, Good Taste, Trusted Company• WEAKNESS : Limited Distribution, People are now more health

conscious they don’t eat much chocolate. Still price is not affordable for large portion of rural

area• Opportunity : No direct competitor, Market is grow, Change in

consumer behavior, now people think that chocolate is not only a kid’s product

• Threat : High market competition, Follower, economic situation

Biro Iklan: MACS 909Iklan : TVCProdusen: Nestle

Advertisement Script:BUNYI dering telpon.(suara bapak-bapak, tanpa gambar, layar hitam, hanya teks.) “Siapa nih?” (suara perempuan)“Eci, om…”“Oh, Edi …”“Eci, Om, bukan Edi”“Oh, Egi…”“C, c, Charlie…”“Oh Charlie. Kok, suaranya kayak perempuan?”“Aaaaaarrrrggghh.....!!!”

Advertisement Objective

• Awareness

Advertisement Approach

• Humour– Script Content of ad created fun and funny

• Anxiety– Transform consumption experience: To create a

feeling, image, or mood about a brand that is activated when the consumer uses the product

Creative Analysis

• It’s such an idea that TV Commercial adopted from Radio Commercial

• Simple and very cheap production• Script is strong and Locally Act• Very Memorable and SMART advertisement

Sekian dan Terimakasih