1. TETRA PAK INDONESIA
BY:
AGENCY

2. Present for over
Meet the needs of people
in more than

3. Come to Indonesia, by the name PT Jasa Brik, then
changed its name become PT Brikindo Jaya
Status as foreign capital companies, by the name of PT
Tetra Pak Indonesia.
Tetra Pak is now present in Indonesia in partnership
with more than 20 leading food and beverage
manufacturers to present a series of quality products
such as milk, tea, juice, milk, traditional beverages, and
more.
Conducting the Drink Milk Campaign to promote
awareness of the benefits of milk, while helping to
increase the level of milk consumption in Indonesia.

4. Produknya
terkenal,
biasanya gue beli
yang coklat.
(Yusuf, Student,
20 y.o.)
Kualitasnya bagus,
dilihat dari
packaging, produk
yg dia buat itu
rasanya
enak.(Fika,
Student, 20 y.o.)
Nggak kenal sama
perusahaannya,
tapi kalo produk
susunya tau.
(Fitriyah, Student,
20 y.o.)

6. To increase awareness of the importance of
drinking milk for health and growth.
To encourage people to drink ultra-high
temperature (UHT) milk.
To promote growth of the local dairy industry in
Indonesia.
To support Tetra Pak‘s dairy customers’
marketing activities.

7. 1st Level
• Consumers:
• Mothers as decision-
makers, especially
with children ages 3 -
12
• Teenagers &
Children
• SES class: A-B-C
2nd Level
• Government and key
opinion formers as a
platform for national
drink milk movement
(through Ministry of
Health, Education and
Agriculture)
• Advocacy groups in
health and nutrition
• Media

8. Milk
consumption
per capita in
Indonesia is
very low (11.9
L/capita in
2009) due to
low affordability
and
misperception.
Increase in
fresh liquid milk
consumption
nationally helps
local dairy
industry to
grow by
providing good
quality,
affordable milk.
At present only
30% of milk in
Indonesia is
sourced locally,
while 70% is
imported.
Powder milk is
overwhelming
preferred,
especially for
toddlers and
young children.

9. Main competition to liquid milk is
powder milk and sweetened
condensed milk (SCM) driven by
multinational companies through
heavy advertising and promotions.
This has created an image that
longer shelf life for milk is good for
consumers.
Liquid milk also comes in other
forms such as unprocessed
street/farm milk, pasteurized milk
in bulk, gable top cartons, plastic
cups, plastic pouches or bottles,
sterilized milk in bottles, or plastic
pouches. Main competition is
sterilized milk in bottles.
Liquid milk is perceived as
expensive, after opening all the
contents must be consumed right
away.
Liquid milk claims on the
packaging face BPOM restrictions
such as the prohibition on ‘no
preservatives’ label, whereas
powder milk can make claims
such as added DHA (a substance
found naturally in liquid milk).

10. Milk in its original
and most natural
form is liquid.
UHT milk is sourced
from fresh, natural
cow’s milk
UHT milk is the
most practical,
nutritious and safest
way to consume
milk.
UHT milk is without
preservatives.
Tetra Pak is a
packaging company
that “PROTECTS
WHAT’S GOOD”
across the value
chain
Tetra Pak packaging
not only retains
nutrition and taste,
but represents
environmentally
sustainable
packaging.

11. UHT milk is the most practical, nutritious and safest
way to consume milk.
Tetra Pak is a packaging company that “PROTECTS
WHAT’S GOOD” across the value chain

12. Campaign
Concept
Media
Activities

13. MILKY MOMMY
DAY
SELFIE THAT
MILKY
SHARE THE
MILKY
01 MAY – 01
JUNE
MILKY CREATIVE
YOUTH
01 JUNE – 30
JULY
01 – 30 AUG 01 – 30 AUG
Socialization fo
mothers in
Indonesia about
UHT Milk
Drink milks
together with
students in
elementary and
junior highs school
in Indonesia
Invite all youth to
share their
moment wit Tetra
Pak milk product in
their activitie, the
uniq one get the
prize
Invite all youth to
write a paper
about the future of
generations in
Indonesia and
drinking milk
culture
Endorsed : Dona
Agnesia
Coopertion with
goverment
Coopertion with
goverment
Endorsed : CJR
Endorsed : CJR
Endorsed : RAN

14. Media Gathering
Media Profiling
Press Release Distribution
Media Monitoring

15. Date :
• End of April 2016
Venue:
• The Ritz-Carlton
Time :
• 10.00 am – 12.oo am
Speakers :
• Tetra Pak Indonesia spokeperon
Target media:
• 15 business media and 15 general media

16. Profiling the CEO of Tetra Pak Indonesia in selected targeted media
Activitiy period: Mid May – June
Proposed media :
• SWA
• Kompas
• Tempo
The story about how to build this business and how to face with ASEAN
Free Trade Area

17. Media Release
Video
• Product
• Company Profile
Booklet / Brochure
• Product Knowledge
• Owner Biography

18. Media coverage depth vs breadth:
• Increase quality of message delivery in key national and local
media.
Quantitative result to see how much the message
has changed behavior of target audience.
Conduct follow-up media audit at end of year.

19. Daily Newspapar Magazine Online
Kompas Seputar Indonesia MIX Magazine Detik.com
Media Indonesia The Jakarta Globe
Marketing
Kompas Cyber
Media
Bisnis Indonesia The Jakarta Post SWA Tempo interaktif
Koran Tempo Kontan Investor Vivanews
Republika Koran Jakarta Tempo Okezone
Indo Pos Jurnal Nasional Gatra Vibizlife.com
Investor Daily HE Neraca Business Week Antara
Suara Pembaruan Warta Kota Business Review
Sinar Harapan Pikiran Rakyat Warta Ekonomi
HU Pelita Surabaya Pos Trust

20. • June 2016
• In conjunction with Hari Susu Nusantara
on June 1
Target
Launch
• May - December 2016Period