2. “ Smoking is a rite
of passage here, if
you don’t smoke, its
like you’re not
Indonesian.” office
of clerk Andre, 23
(http://www.guardian.co.uk/world/2012/
mar/22/indonesias-smoking- epidemic)
3. What’s On the Presentation
Background – Cigarette Industry
A brief on Mild Cigarette Players
Clas Mild – SWOT and Existing Marketing Program
Proposed IMC Objective & Strategies
Proposed IMC Program and Implementation
4. Interesting Facts about
Cigarettes
• Cigarettes are the 2nd largest household expenditures in Indonesia after food
• The industry generates $7bn (£4.4bn) in revenue for the Indonesian government every year (source:
(http://www.guardian.co.uk/world/2012/mar/22/indonesias-smoking- epidemic)
• 57 million smokers in Indonesia, 5% of them are women
• 3rd top of the world for total numbers of smokers (Source: WHO)
5. Regulations
in Indonesia
• Smoke Free Places
• Restriction in Tobacco
Advertising, Promotion and
Sponsorship
• Tobacco Packaging and
Labeling
• Tobacco Control Legislation
7. Mild Cigarette History in Brief
•Mild cigarette did not exist in Indonesia until 1989
When A Mild was born
•Mild cigarette was considered ‘not macho’ and only
gained popularity years after its first launched
•Mild cigarette market increased while in general
cigarette – SKM market is down
•2% Average total growth rate market of mild cigarette
per year
•
•20% of total national market of all kind of cigarettes
Source: (GAPPRI, Gabungan Perserikatan Pabrik Rokok Indonesia, 2009)
8. Trend in Marketing communication
strategies adopted by MILD’s players
• Word ‘mild’ as identity, except for LA Light
• White as dominant color of packaging
• Targeting youth and young adult as users
• Sponsoring music and events
• Using ‘unusual’ tag line and English
10. Comparison A mild LA lights Star Mild Clas Mild
factors
Year of launch 1989 1997 2003
Company PT. HM PT. Djarum PT. Bentoel PT. Nojorono
Sampoerna Prima Indonesia
Target A-B class B-C class At first B-C
audience class
Now A-B
Class
Tagline Strong brand “Enjoy aja” “Lower than “Clas Mild is
activation, Low” Today”
contains social “Today’s Spirit”
issues
Selling price Rp. 11,000 Rp. 11,500 Rp. 10,000 Rp. 10,000
Market share 44% 3.4% national 17%
in mild market share
category
14. Ads expenses
Brands Company Promotional
Budget (RP)
A Mild HM Sampoerna 144, 16 M
Class Mild PT.NTI 61,63 M
Star Mild Bentoel 58.89 M
LA Light Djarum 57,07 M
U Mild HM Sampoerna 50.06 M
X Mild Bentoel 41,84 M
Year:2005
15.
16. IMC
Objectives
• Maintain brand awareness, perceived image and
perceived quality
• Strengthen brand preference
• Achieve more market share
• Maintain the position as the second place in mild
cigarette market
• Upscale the target audience to A-B class
17. IMC Objectives
The purpose of this Marketing
Communication message is to
convince young urban, male and
female aged 19-35, aware of taste • Primary Target market: Male age 18-25
and life style, that Clas Mild is the • Secondary Target market: Male age 26-
35
hip, cool and smart choice of • SES : A-B class
• Characteristic of the target market:
cigarette because it offers premium Young urban
quality of LTLN cigarette. It Educated & Smart
Professional
represents young spirit of being Bold
Adventurous
smart, bold, adventurous and Possess ‘can do’ attitude
Influencer
possessing ‘can do’ attitude Appreciate quality and good taste
Expressive
he tone of message will be: young, energetic, active, smart, modern, creative, on f
18. IMC Strategies
1. No change in logo and tag line 2. Continue existing
communication initiatives soundsation and clasensation 3.
Create more brandbuzz to maintain the brand presence through
various adplacement 4. Connect to the youth to create brand
awareness through sponsorship programs 5. Maintain
the loyalty of Clas Mild community and get numbers of new loyals
by offering promotional programs 6. Connect and
communicate brand image to target audience by giving
experience of a life time (workshops, fun & dare adventure)
done in mass and Events 7. Gain exposure brand buzz
through news coverage, word of mouth, community group and social
media conversation
19. IMC Program: Continue Existing
Communication Initiatives
• No change in logo tag line
• new slogan: “ DARE TO MOVE”
• soundsation and Clasensation social media
• Piggy backing the other program communication using Clasensation
21. IMC: Brand Buzz to Maintain Brand
Presence through Ad placement
Providing smoking box with exhaust in some malls in
Jakarta, Makassar, Palembang, Semarang where the
smoker can smoke in the box without make the
surrounding air being polluted for the non smoker.
22. IMC: Brand Buzz to Maintain Brand
Presence through Ad placement
Redesign gardens in Jabodetabek, Jogjakarta, Bandung, Medan,
Padang, and Lampung make the trees and bush formed into “CLAS”
letter respectively, and putting “CLAS” fountain on the garden.
23. IMC: Brand Buzz to Maintain Brand
Presence through Ad placement
Ads on the train and bus stop
24. IMC Promotional Program
Limited edition of packaging, size & shape of the cigarette, and flavors
PACKAGING:
• Packaging Tin case & Card case
• Printed fun facts, riddle and picture perspective on it
TASTE & SHAPE
• Different shape – rectangular kick
• Different Taste, “Especially Yours” for girls with orange, strawberry, vanilla
and chocolate flavor. For Man, cigarette with coffee and cinnamon flavor
25. IMC Promotional Program
Every purchase of 3 packs Clas Mild can get
a free 2 hours parking in the mall in Jakarta
( GI, PI, PP, CP)
26. IMC Promotional Program
“ATM” touch screen machine for collecting Clas Mild
package, where everybody can create their personal
account on “clasensation website”, every package will
give them 10 points.
•The rewarded points can be used for discount in
giordano, discount in ticket price by Air Asia, or movie
ticket
27. IMC Program: Mass Event
“Experience Your Spirit with Clas Mild”
•Mass event to communicate and connect with wider target audience.
Participants from Java, Bali, Sumatra and Sulawesi are taking part in
program skill/experience workshops and activities offered at the same
time/date
•Venues: Yogyakarta, Bandung, Medan, Padang, Lampung, Jabodetabek,
Bali, Makassar, Surabaya
•Offer special experience that is fun, adventurous, educative and meaningful.
It is in a form of act, workshop, learning experience, adventure experience
•Connect the buzz from people who join the event to clasensation website
•Opening event by Flash MOB in all venues
28. IMC Mass Event:
Experience Your Spirit with Clas Mild
Workshops Physique Adventure Specialties
Comic
Modern Dance Wall Climbing
Photography DJ-ing
Salsa Dance Hiking
Writing Magic Class
Running Sky Diving
Painting Golfing
Theater Diving
Juggling Shooting-Range
Muaythai Caving
Presentation/M Archery
Capoera Snorkeling
C-ing Gamelan
29. Experience Your Spirit With Clas
Mild
The program is expected to give Clas Mild more
exposure through news coverage (buzz),
community group which contains of (mostly)
youth, and social media conversation among
young people (will be read by youth as well)
30. IMC: Communicate and Maintain brand
image through Event
On Clas Mild Anniversary Celebration:
Releasing Balloons on the daylight in HI and
releasing lampions to the sky at night time in Ancol
31. IMC Program: Event Clas Mild Day
Out
Another strategy to keep the brand in the mind of target
Day out is ‘jalan jalan/ bersepeda/treasure
hunt/dance on the street/ Nonton Bola Bareng
Sponsored by Clas Mild, targetting community
groups
32. IMC Program: Connect to the Youth to Create
Brand Awareness
through Sponsorship Program
Clas Mild Friendly Match Competition
Roadshow sponsoring sports groups to schools or universities where
they go on friendly competition with international and local basketball
and football professional players: NBA, MU, Liverpool, Local groups
33. “Clas Mild –
Young Inventor”
Competition for
Innovative Invention
IMC Program: Connect to the Youth to Create Brand Awareness
through Sponsorship Program
34. IMC Program: Connect to the Youth to Create Brand
Awareness
through Sponsorship Program
Group Competition on IMC ideas for Clas Mild
•To generate fresh ideas from young groups
•Gain intense involvement and ownership from the participants
group of university students
•To find and accommodate fresh ideas from TA
•Use WOM as vehicle for brand awareness
35. IMC Program: Brand Buzz through mobile social
networking game
Four Square
Check-in: use of mobile devices’ GPS and the Foursquare app to
announce their presence at location. Users check into any given
location more than anyone else become the “mayor”
Badges: users can earn various badges for check-ins and tasks
completed
Points: Foursquare users can earn a variety of points for their
check-ins. They play against their friends and geographic
destinations each week to see who can earn the most points
36. IMC Program: Brand Buzz through mobile social
networking game
How to game:
•Co-branding with 7-11. Lawson, Alfa Mart as destination for
Clas Mild Four Square game.
•Participants will use GPS to report their presence at location,
unlock the badge, and add points for purchase of Clas Mild at
the location
•Participants complete required number of visits and points
become mayor of Clas Mild get a chance to win “Dare to
Move Trip” to exotic and adventurous destination in
Indonesia
37. Program Schedule
Months Events
January Trees & Fountains forming Clasmild
February Cycling & watching soccer (every Saturday)
March Train & Bus ads and Tin case & Card case
April Foursquare program
May Releasing balloons & lampions
June ATM
July Workshops
August Free parking
September Roadshow sponsoring sports
October Smoking box with exhaust
November Different cigarette shapes
December Different tastes
39. http://www.tobaccocontrollaws.org/legislation/country
http://finance.detik.com/read/2012/01/25/071618/182
References
http://202.59.162.82/cetak.php?cid=1&id=4552&url=ht
http://www.indonesiafinancetoday.com/read/27023/Pe
http://www.euromonitor.com/tobacco-in-indonesia/re
(
http://www.guardian.co.uk/world/2012/mar/22/indone
)
http://www.thejakartapost.com/news/2012/09/17/text
Emerging markets economic briefings: Tobacco
THAN producers roll with the times. Oxford Business
K
Group, 2009 July 2003; 110. Available from
http://www.oxfordbusinessgroup.com/weekly01.asp?id
YOU
SWA edisi 08/2006, 20 April 2006
http://202.59.162.82/swamajalah/sajian/details.php?ci
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Notes de l'éditeur
Tatapan Mata Menjangkau Bic Dapatkan dukungan Senyum
