PROPOSAL OF MARKETING COMMUNICATION FOR PREMIUM GROWING-UP MILK (GUM)

• Main Author: APRILIA MURDEANI (NIM : 29107064) ; Pembimbing: Dr. Ir. Mustika S. Purwanegara, MSc , DINI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18325
• Institution: Institut Teknologi Bandung

Growing-Up Milk (GUM) is a segment which gave the biggest volume contribution on Indonesia milk powder industry. Similar messages communicated by the GUM producers <br /> <br /> <br /> <br /> <br /> resulted in invisible uniqueness that distinguish one brand over another. Jakarta population projection up to 2015 shows a declining trend on the range of age 0-4 years <br /> <br /> <br /> <br /> <br /> old, starting year 2010. The shrinking market will bring in tighter competition in GUM segment, including premium GUM segment which applied prestige pricing strategy. The <br /> <br /> <br /> <br /> <br /> competition in premium segment have a chance to occur not only within premium segment, but also across segment with non premium brands that have a lower price level.To grow the premium GUM’s share, premium GUM marketer have to get out from the clutter by making innovation in communicating. This needs a unique and relevant marketing communitaion formulation, which is a consumer-directed marketing communication.Excavation of consumer insight was done using ethnography method, one of qualitative research method that emphasizes direct contact and observation of the consumer in the natural environment. This research was conducted in Greater Jakarta on October-November 2008 towards 8(eight) respondents having criteria: own child aged 1-3 years old consuming premium GUM, monthly household expenditure exceed 6 million rupiah,not working as doctor or nutritional expert, nor working in company that produce, distribute, or sell milk, with combination of working-non working moms, and babysitter ownership. Insight came from the research was “love comprises power for one to do the best, give the best”. In line with ideal parenting concept, children are worth raising in love. Based on that idea, a campaign concept was then developed that spirits all the MC functions,with objective to create openness in expressing and verbalize love in the family. This campaign hopefully can establish a strong association towards brand so that it will have good impact to purchase decision. Parents who love their children will give the best for their children. This message is then aim at the best choice: Premium GUM X.