Professional Documents
Culture Documents
‘ Adult Milk ’
11-11 C
Oleh Group 7:
Intan Permatasari ( 2007110387 )
Nickoline Retna ( 2007110663 )
Olivia ( 2007110664 )
Regina ( 2007110476 )
CAMPAIGN BRIEF
Hi Lo
42%
Anlene
58
%
c. Competitors:
- Hi Lo
- Anlene
2. Marketing objectives
SALES GROWTH
5950
5900
5850
5800 Hi Lo
5750 Anlene
5700
5650
5600
Dec-2007
3. Target audiences/ market segment
The OLINE Milk Company became a public company in October 2006 and
launched our new product in December 2006 and now our company capable to
compete with the other company.
• Demographic
Age : 30 – 60 years
Sex : Male and Female
Income : Up to 1,5 millions
Occupation : Career and Professional
• Social grade
- A : Higher Managerial, Administrative and Professional
- B : Intermediate Managerial, Administrative and Professional
- C1: Supervisory, Clerical, Junior Administrative or Professional
• Lifestyle
- Security and status seeking (who choose well-known brands or services)
- Hedonistic types (who enjoy life as it comes)
• Geographic
Metropolitan City
Product Offering
Volume:
500.000 Liter / year
It will be packaged in :
1. 1.000.000 Bottle of 500ml.
4. Other planned promotional activity
Innovating new products
Diversifying distribution
Expanding global reach
Pursuing acquisition and licensing opportunities
OLINE’s Company
Market Research
Result:
8 of 10 adults in the age of 30 – 60 years old using The Wild Horse Milk for their
daily activities.
Advertising Objectives
• to create awareness
• to generate interest
• to generate sales inquiries
Proposition
It makes adult can feel stronger than their age.
Benefits
Strengthening bones
To complete shortage of nutrition
Feel healthy
May be used as a meal substitute or as a sole source of nutrition
Advantages
Calcium
Low fat
High protein
Selenium
Carbohydrate
Tone
Healthy
Energetic
Budgeting Of Promotion
Cost Balance
consumer ofers Rp.1.100 Rp. 11.695
Media
Consumer advertising