Re-launch of Formula ToothBrush

Family Packaging

About BUMBLE BEE Advertising Agency

• Bumble BEE was established on 11 January 2006 in Jakarta, shaded by PT. Easy to Remember.

• As a full service advertising and marketing service agency, Bumble Bee provides services for both above the line and below the line marketing activity. Our goal is to become an Agency that offers Integrated Marketing Communication (IMC) in order to provide our clients with all the services they need in an economical and fast manner.

• BUMBLE BEE address Jl. Jend. Sudirman Kav.32, Jakarta 10220

Phone: 021-5703838, fax 021-5703839 | website www.bumblebee.com

Widyanto

Wita Femmy

BramyDila

Our Team

New Innovation of Formula Family Toothbrush

Orang Tua Group

• For more than half a century, Orang Tua Group have been in the business of processing natural ingredients and turning them into quality food products that have become the choice of consumers. Orang Tua Group started with health drinks that were traditionally mixed using natural ingredients.

www.ot.co.id• Through research and innovation, Orang Tua Group

have come up with unique products that win the competition. Orang Tua Group products have enjoyed a special place in the hearts of Orang Tua Group customers

New Innovation of Formula Family Toothbrush

Background Re-launch of

Formula Toothbrush

• Formula brand share reached 65.49%. Behind him followed Pepsodent (19.83%), and Oral-B (5.20%) from PT Gillette Indonesia, Manful (3.64%) and Ciptadent (1.98%). The rest there are dozens of brands, among others, Smile Up, Good, Jordan, Omega, Smoca, Systema ABCDent - courtesy of UPA to class C, D and E. Meanwhile, the brand value (BV) last year Formula Pepsodent 365.50 and 123.62. BV is a cumulative value of the Top of Mind Brand, Advertising TOM, TOM Brand Share, and TOM TOM Gain Satisfaction Index.

• Pepsodent ad spending reached Rp 39.01 billion and slightly smaller Formula: USD 32.92 billion. With the aggressive promotional activity, Pepsodent and Formula toothbrush capable of forming a strong perception in the minds of consumers.

New Innovation of Formula Family Toothbrush

Background Re-launch of

Formula Toothbrush

• Formula toothbrush has been existing for over than half a century. There are so many aspects that make the sales decreasing. One of the aspects is because Formula toothbrush didn’t produce the innovative products and the company didn’t promote the product regularly. Re-launch the product is one of the methods to increase the sales and make the brand in the growth stage. It makes the product life cycle of formula toothbrush longer.

New Innovation of Formula Family Toothbrush

Objective of the relaunch Formula Toothbrush

• The objective of relaunch is to make product lifecycle of formula toothbrush longer and back to growth stage. We want to give positioning in the customer mind that formula toothbrush is the only toothbrush that made for all the family member that will protect family teeth, gum and mouth with reasonable price and fashionable design. That is why we also change our tagline: New Innovation of Formula Family Toothbrush. We choose a small family with 2 children for target market. Our first activity is make toothbrush competition that open for public for three categories: design for men, women and children with interesting prize. After finished we will make a creative advertising of formula toothbrush for family package to increase brand image and sales.

New Innovation of Formula Family Toothbrush

Packaging of Formula Toothbrush

• The packaging of formula toothbrush will made as a package for family. It’s including 2 adult toothbrush and two children toothbrush in one package. The design will be different in one another because it will belong to father, mother and two children

• For toothbrush packaging will use the small bag that used for a family when they travelling and have to bring toothbrush or want to keep their toothbrush in the bag that can be hanging on the wall.

New Innovation of Formula Family Toothbrush

Design Competition

• To repeat the success of the sale of Formula toothbrush, one product of the Orang Tua Group, we will hold an event. Event is one of marketing or brand activities that can provide awareness of a product.

• In the re-launch this time, we conduct an event that will contest is an event design for a toothbrush adult formula and children.

• This event could be followed by the general public from all circles of society and from all age groups, children, adolescents and adults and recorded as a citizen of Indonesia, because as we know toothbrush brand formula enough to be reliable enough for a brush product. Although there are several competitors who tried to enter the market formula, but the brand is still able to compete and still show good salesresults.

• This competition will open on 1 February 2011 until 1 April 2011, whereby the participants can then register yourself by filling out the form provided at certain outlets. All participants who have registered to quickly create design for a toothbrush formula for adults and children with a good model and can be accepted by the entire community.

• Design sketches that have been completed can be sent to: BUMBLE BEE address Jl. Jend. Sudirman Kav.32, Jakarta 10220

New Innovation of Formula Family Toothbrush

Toothbrush Design

New Innovation of Formula Family Toothbrush

New Innovation of Formula Family Toothbrush

Promotional program situation analysis

Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Review of marketing plan

AdvertisingSalespromotion

PR/publicity

Personalselling

Directmarketing

Advertisingobjectives

Salespromotionobjectives

PR/publicityobjectives

Personalsellingobjectives

Directmarketingobjectives

Messagestrategy

Salespromotionstrategy

PR/publicitystrategy

Personalsellingstrategy

Directmarketingstrategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Internet/interactive

Internet/interactiveobjectives

Internet/interactivestrategy

Integrated Marketing Communications Planning Model

Online Promotion

New Innovation of Formula Family Toothbrush

Commercial and Promotion

• Marketing Communication Objectives secara Spesifik Marketing campaign will be conducted for 6 months divided into 2 phases. Each

phase brings a different purpose but interrelated to each other. Phase 1 (1 February to 1 April 2011)*. Officially introduced to the family-saving packaging, and the announcement of the commencement of the toothbrush design contest for the family to the community (Re-launching) *. Developing public awareness advertising tag line communication from Formula toothbrush is the Innovation of Formula New Toothbrush Family. *. Informing consumers about the benefits of Formula toothbrush.Encouraging family members to use the Formula toothbrushes in fulfilling the wishes and needs.

New Innovation of Formula Family Toothbrush

Commercial and Promotion

• Marketing Communication Objectives secara Spesifik

• Phase 2 (1 April to 1 June 2011)*. Lead consumers to purchase more economical packages family toothbrush Formula.*. Strength brand awareness that has been awakened in the minds of consumers against Formula toothbrush.*. More convincing consumers about the existence Formula toothbrush.

New Innovation of Formula Family Toothbrush

Commercial and Promotion

• ADVERTISING• Distribution per phase

Phase 1 (Re-launching & awareness)Goal*. To announce to the audience that has been present package packaging and the latest design competitions for the family, and raise interest in buying audience of formula toothbrush.*. To inform the public about the advantages of packaging and package design contest new toothbrush for the family.Build public awareness of packaging and package design contest toothbrush formula for the family.

New Innovation of Formula Family Toothbrush

Commercial and Promotion

• ADVERTISING • Distribution per phase

Phase 1 (Re-launching & awareness)GoalIn an effort to launch new products from this brand renowned Formula*. Television Ads (TVC), a duration of 60 seconds used to announce new products of family and race package packaging design new toothbrush formula. Print ads created for the billboards which will also be used in print media such as newspapers and magazines.*. Internet advertising will be installed on a web page which oftenvisited by the target market the product. Based on research results, web pages are social networking sites (facebook, twitter), google and yahoo.

New Innovation of Formula Family Toothbrush

Commercial and Promotion

• Total Expenditures Media • Media Television : Rp. 5.188.360.000,00• Print Media • Newspapers : Rp. 3.367.339.400,00• Magazine / Tabloid : Rp. 261.420.000,00• Outdoor Media : Rp. 792.000.000,00• Web Media : Rp. 54.000.000,00• • TOTAL BELANJA MEDIA : Rp. 9.663.119.400,00

New Innovation of Formula Family Toothbrush

BUMBLE BEEJl. Jend.Sudirman Kav.32, Jakarta 10220 Phone: 021-5703838, fax 021-5703839

www.bumblebee.com

Widyanto

Wita Femmy

BramyDila

Team

New Innovation of Formula Family Toothbrush

Any Question ?

Bramy Leonardo Oroh Wijaya Femmy RosariaNurul Fadilah

Wita Dewi WidiastutiWidyanto Duta Nugroho

Class: MKT 13 – 9Cwww.lspr.edu