2. POLO, Popularly known as ‘The Mint with the
Hole’ or Permen bolong rasa plong it has the
perfect balance of sweet and mint and has earned
it’s space as an iconic confectionery brand.
After 3 years has been idle through brand
campaigns now POLO will launching the new
volume size and also more mint taste added, all
are wrapped into the new packaging
About Polo
4. Develop the communication concept and strategy for the New POLO
with an objectives set as follow:
To create awareness of New POLO
To increase penetration through activation roadshow.
Agency Task
5. • Male of Female, 18-29
• SES BC
• Smokers and non
smokers
7. Situation Analysis
Indonesia's confectionery sector is
predicted to grow in a big way. By
2018 it is forecast to be worth
US$2.6bn up from US$1.37bn in
2013.
Local players dominating the scene
due to their knowledge of local tastes
and the ability to offer cheaper
options.
Source: http://bit.ly/2dKUTiL, 2015
In 2015, sugar confectionery remained the most affordable and
popular indulgence products in Indonesia, attracting consumers of all
ages. Furthermore, sugar confectionery’s lower retail selling price
when compared with chocolate confectionery or gum also helped the
category to maintain positive volume growth.
Among any sugar confectionery variance, chocolate and regular
candy bar are the most frequently consumed product among
consumer. Chocolate lead the market by being regularly consumed by
37% respondent, followed by candy bar by 31% respondent.
Moreover, lozenges and herbal candy are consumed by 13%
respondent, as well as gum by 12% respondent. At last, lollipop is
consumed by the least respondent who participated in this survey.
Source: http://bit.ly/2e3W0j4, 2015
8. Insight
https://blog.jakpat.net/the-sweet-tooth-candy-and-chocolate-consumption-
survey-report/
Source :
This survey aimed to map the consumption
pattern of candy and chocolate among
Indonesian internet user who consume any
sugar confectionery product. We send our
survey to our 4.735 respondent panel in
nationwide. The demographic composition
of our respondent is relatively balance with
56% male and 44% female in 16-50 year
old, with various economic background.
9. Sugar confectionery product is an all-time
favourite for everyone.
The sweet delicate taste of candy and chocolate
seems like never fail to put a smile on our face..
However, the variance of sugar confectionery
product is tremendously growing. From regular
candy bar to the medication-based candy are
available in the marketplace. Understanding this
market trend, we conducted a survey regarding
the consumption of candy and chocolate among
Indonesian internet user.
10. As a part of sugar confectionery product,
candy comes up with various variances.
At least there are four types of candy
such as the regular candy bar, lozenges
herbal ( mint) , gum, and lollipop.
11. Interestingly, we find different pattern
of consumption among respondent
who have participated in this survey. In
general, the candy bar, lozenges &
herbal, and gum product are consumed
in 2 to 3 times a week. However, we
also find that there is significant
extreme of difference from the average
respondent that some other
respondent consume candy bar in
every day.
13. TAU
TIDAK
95 %
5 %
Most of respondent are straightly
remember about permen POLO, with
certain and various preference from
their memory.
*Data above are from simple questionnaire on 15
person on age within 18-29
17. Low Involvement, Passive Consumer
Krugman’s Theory of Passive
Learning
• Campaign message
should have high
repetition and
should use short-
duration messages
• Message should
focus on a few key
points
• Message should be
primary means of
differentiation
Campaign Message
Suggestions
• Pricing strategy through bundling
program
Low involvement = greater price
sensitivity
• In-Store Stimuli; such as POP,
display, coupons.
• Distribution: easily accessible
• Product Trial
Additional Strategies
18. Channel Consumption on millennials
• The data showed internet is
still the most media consumed
by our target audience.
• In Shortly, mobile device are
the most important thing
among our target audience.Source: https://www.slideshare.net/nyaklich/millennial-overview-49124068, Jun 2015
20. A mint is a food item characterized by the presence of mint
flavoring or real mint oil, whether it be peppermint oil,
spearmint oil, another natural source such as wintergreen, or
an artificial flavoring. Sweets made with natural mints are
sometimes referred to as peppermints or spearmints.
Although historically consumed as any other type of candy,
mints are especially popular worldwide as an after-meal
refreshment, since the taste and smell of mint oil and its active
components are quite strong and feel clean and cool to the
mouth, freshening the breath, as well as soothing the stomach
Peppermint Confectionary
21. Bored Worried HappyNervous Excited Calm
When trying escape for uncomfortable thoughts When someone want to chill out and relax
At home At work On the wayAt hangout places
= PERMEN BOLONG RASA PLONG
Time Of Consumption
On the way
People eat POLO to get
mouth refreshment yet also
get distraction and
stimulation to back in track
Toothbrush Breakfast Chilling Bored ChillingKilling Time
SMOKER
NON SMOKER
Lunch
Emotional
Refreshment
Functional
Refreshment
22. Sohib di kantong
yang bikin plong
Intelligent , witty, amiable , and doesn’t take the world , or its
self too seriously
Brand Personality
TIME OF CONSUMPTIONS & DAILY LIFE
CALL TO ACTION
MESSAGE
LIHAT YANG BOLONG
SELALU BIKIN PLONG
#PLONG buat gue
DIGITAL ACTIVITY VISIBILITY
PROVOKING
PERMEN BOLONG RASA PLONG
Communication Approach
TRANS MEDIA STORY TELLING
27. BRAND
RECALL
POLO Baru
BRAND VISIBILITY
PRODUCT TRIAL
ARENA PLONG
Campaign Roadmap
Permen bolong rasa plong
Push Program Pull Program
Digital Support : Instagram boomerang ,
#plong buat gue
Consumer Engagement : #plong experiences
CONSUMER PROMO
Retail Activation
28. PUSH PROGRAM
• General trade
• Product Visibility : Store Branding
• Modern Trade Independent
• Product Visibility : Self Display
PULL PROGRAM ( POLO #Plong Experience )
• Product Trial : COBA POLO BARU
• Purchase Program
• Buy 3 by Rp 5000,
• POLO #Plong challenge
• Digital Activity : cara #Plong gue
Push program will do heavy brand visibilities on
general trade and modern trade , to provoking
that POLO : Permen bolong rasa plong are still
exist and launched the new packaging and new
flavour
Event Phase
Pull program will gather and experiencing
target consumer for get bonding into the
brand
30. Venue Selection Strategies
Mapping – Area Clustering
Using Clustering system to
divide the zone / area.
Example:
General Trade
MTI
Commuting Point
Based on geographic area Deeper on each cluster
Area
Cluster
Touch Points:
• Urban – Sub urban Office Area
• Urban – Sub urban Collage
• Smoking area around MTI
*area coverage will based on discussion with Client
31. • For increasing visibility we will design an
attribute for POLO branding
• We will put chain flag , sun blind , in order
to get maximum visibilities
GT BrandingPUSH PROGRAM
33. • Warung ( rombong ) are still common
place to purchase cigarette on B-C SES
because on this place people can
buying cigarette by piece.
• Many of them have a power switch,
some consumer will recharging their
cellular phone e;g : Gojek driver ,
mobility person , driver etc
• We will offering seller if they are
willing to want to get this cable roll , we
will installing for their warung ( retail
Activation) *if Possible
GT BrandingPUSH PROGRAM
34. Self Display
We will put our own shelf,
dedicated for our products
only, to facilitate our
audience.
PUSH PROGRAM
35. Smoking Area Branding
We will put visual branding
on smoking area to gain
more visibilities among
smokers
PUSH PROGRAM
37. #Plong POLO Experience Consumer Journey
PROVOCATION PRODUCT EXPERIENCE
PRODUCT
PURCHASE
EVENT
AMPLIFICATION
Provoke target audience
to visit our booth to play
games and win prizes.
Engage target audience with games and
reward them by giving them POLO product
sampling.
Excite target audience to
buy POLO by giving them
special offer.
Amplify the event
through digital by
facilitating them to join
our digital activity in
booth.
Flyering Engagement and Product Trial Sell Promo Packs Digital Support
41. PRODUCT TRIAL
• In order to give product experience, SPG will do
product sampling to our consumers utilize
modified tray branding with POLO.
42. Dokter PLONG
• In order for hooking up the audience , we will provide
#Plong teller , the name is DOKTER PLONG, he will
answering a kind of galau hati, galau dompet and other
of millennial problems.
• The doctor will rolling the ‘ fortune cookies’ , it will
contained witty and funny quote like :
STOK MIE INSTAN ANEKA RASA DI AWAL BULAN BIAR DI
AKHIR BULAN TETEP BISA MAKAN RENDANG,
TONGSENG , SOTO :D
43. CONSUMER PROMO
consumer are persuaded to buy POLO in special promo packs.
Eligible to join #PLONG CHALLENGE
#PLONG
CHALLENGE
Rp 5000 Rp 10000
44. #Plong Challenge
Audience will throwing the paper
airplane, If the paper airplane pass
through the POLO hole , audience
will get a additional gimmick
#Plong tuh
lega abis
nembak
gebetan pas
april mop
They will write and describe cara
#Plong buat gue into a paper then
they must captured and uploading
into Instagram through
boomerang before through into
POLO hole
45. Digital Activity : Share Your Plong experience into Instagram
• We will encourage our consumers to share their
fun moment while consume with Boomerang by
Instagram application.
• While uploading the photo, the participants
should use cara #plong gua
• This activity will be held on ground activation
• At the end of period, the most creative, unique
and fun photo, will be rewarded with Xiaomi Mi6
Smartphone.
#Plong buat
gue gebetan
nawarin
jemputan pas
akhir bulan
46. Team
Spot Working hour Spend time for contact Target / SPG QTY Total Samping QTY Total Sampling Total Total Conversion Conversion
Sampling SPG Per Team Team Per Day Day Sampling Selling ( 20%) Digital ( 20%)Minutes Minutes
Weekday
1 KRL / Halte Bus Trans Jakarta (morning) 180 1 180 2 360 2 720 19 13,680 2,736 547
2 Office - Effective Hour 240 1 240 2 480 1 480 19 9,120 1,824 365
3 Office - non Effective Hour 120 5 24 2 48 1 48 19 912 182 36
4 Campus 240 1 240 2 480 1 480 19 9,120 1,824 365
5 Campus - non Effective Hour 120 5 24 2 48 1 48 19 912 273.60 55
6 KRL / Halte Bus Trans Jakarta (afternoon) 120 1 120 2 240 2 480 19 9,120 2,736 547
Total Contact Weekday 828 12 1,656 8 2,256 114 42,864 9,576 1,915
Weekend
1 KRL / Halte Bus Trans Jakarta (Morning) 60 1 60 2 120 2 240 9 2,160 432 86
2 HOP 240 1 240 2 480 2 960 9 8,640 1,728 346
3 KRL / Halte Bus Trans Jakarta (Afternoon) 60 1 60 2 120 2 240 9 2,160 432 86
Total Contact Weekend 360 6 720 6 1,440 27 12,960 2,592 518
Summary Target Contact 1,188 18 2,376 14 3,696 141 55,824 12,168 2,434
Target Contact Aquisition of Polo Sampling Activation
