Sekolah Tinggi Ilmu Komunikasi

The London School of Public Relations

Tugas Mata Kuliah

Introduction to Advertising

‘ Adult Milk ’

11-11 C

Oleh Group 7:
Intan Permatasari ( 2007110387 )
Nickoline Retna ( 2007110663 )
Olivia ( 2007110664 )
Regina ( 2007110476 )
CAMPAIGN BRIEF

1. Background On The Company Market

a. Market Size
b. Market Share

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

Advertising and Promotion:

o Purchasing 3 of 500ml get free one sugar bowl.

Product and Brand Images Branding

 Name : The Wild Horse Milk
 Logo :

OLINE’s Company

 Slogan: Feel healthy, Feel young!

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

sales promotion Rp.50.000 X 10.000

Cost Balance
consumer ofers Rp.1.100 Rp. 11.695

retailer incentives Rp.1.100 10.595

Media
Consumer advertising

Magazine Rp.1.500 9095

Television Rp.4.500 4595
Tabloid Rp.1.500 3095
Banner Rp.2.000 1095
Direct responces marketing
Pustage Rp. 100 995
Catalogue Rp. 125 870
Publicty
PR Rp. 250 620
Pos displays Rp. 100 520
exhibitions Rp. 300 220
Sponsorships Rp. 220 0

Total promotional Rp. 11.695 0