THE USING OF 3 DIVA IN INDOMIE GORENG KRIUK ADVERTISEMENT

• Main Author: Adritianti, Aprilia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72651
• Institution: Institut Teknologi Bandung

Indonesia included as one of the biggest instant noodle producer and consumer countries. In 1 November 2007, our country being number 2 in the top 10 countries with the high instant noodle demand, which about 140.9 (in 100 million) packages. Aware of this condition, the instant noodle companies try to increase their market share. Competition happen in every sector, one of the competitions is in the marketing concept. If we look farther, at the present time happen the existing of using celebrities who currently booms, in the instant noodle product advertising. The company that participates in this condition is PT Indofood Sukses Makmur, Tbk., with its famous brand, Indomie. One of their advertising which use booming artists is Indomie 3 Diva version, where the company cooperate with Matari Advertising about the concept. Considering the industry’s current condition and the condition of this company who already take over the 77% market share, it could be questioned whether is it necessary that Indomie, which its name became the legend in the black box of their customers mind, give participation in that condition, because as we know the icon used will need a very high budget. Further, it also would be questioned whether the using of 3 Diva in Indomie Goreng Kriuuk advertisement will be effective to attract new customers and keep the old customers, so that it will not just give short term effect for the company. Based on the general result of this research, which the data gained from face to face interview and Focus Group Discussion, Indomie become the number one of the memorable brand within the respondents’ minds. This result shows that actually Indomie already in the top of respondents’ minds position. It is also being helped when the company offered the new kind of product, which is Indomie Goreng Kriuuk that completed by the kriuk topping. This product gives the warranty for their customers that Indomie can provide the best quality of product. On account of its famousness and trustiness, the respondents agree that Indomie is the right brand to become the symbol of instant noodle product. Moreover, the respondents selves see and interest with the Indomie iv Goreng Kriuuk advertisement 3 Diva versions because of the Indomie brand itself, even the new kind of product can defeated the celebrity usage as the key point of market attracters. This advertisement also already can take place in the respondents’ memory. If we see from the age side, this advertisement represents housewives and woman in this age, whereas if we see from social class side, it can represent the medium class of people. As the conclusion, even though 3 Diva looked compatible to be the Indomie icon, in fact their appearance could be said as ineffective, because they can not attract the respondents to buy the product. The ineffectiveness of the celebrity usage in the advertisement of this research fortunately still can be covered by the brand name which already has the biggest market share, about 77%. For the result, the market will be more affected by the brand which offers their new kinds of product rather than the celebrity that the company used. After deepening this factual condition, we can say that if the company wants to increase the profit margin, Indomie better to keep their advertisement characteristic which consists of natural scenery and using non-artist as their model, rather than spending higher budget with using famous celebrity, like 3 Diva which be in the high class level.