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Sekolah Tinggi Ilmu Komunikasi

The London School of Public RelationsTugas Mata Kuliah

Introduction to Advertising Adult Milk

11-11 C

Oleh Group 7:

Intan Permatasari ( 2007110387 )Nickoline Retna ( 2007110663 )Olivia ( 2007110664 )Regina ( 2007110476 )

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OLINE COMPANY

Oline Company build in 2007 by a retailer

mogul Intan, Nickoline, Olivia, Regina. Oline

milk is the first product ever launched by Oline

Company.

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CAMPAIGN BRIEF

1. Background on the companys market :

a. market size

b. market share

Hi Lo

42%

Anlene

58

%

c. competitors :- Hi-Lo- Anlene

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2. Marketing objectives

To sell minimum of 1.000/pack of Oline Milk in two

months.

3. Target audiences/market segment

Demographic

Age : 25 above - 50 below

Sex : Male and Female

Social Economic Status : A, B+Occupation : Professionals and Career

Geographic

5 big cities in Java Island and Bali Island (Jakarta, Bandung,

Semarang, Surabaya, Bali).

Social Grade

Lifestyle

- active

- dynamic

- practical

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4. Product/service (including total product offering)

Oline Milk :

- high calcium milk

- non fat

- comes in 3 flavor : vanilla, chocolate, strawberry

- packaging 500 ml/box (liquid)

5. Timing (for launches or season selling)

Launching Product : March 2008

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6. Promotional plan activity

Advertising

Above the line : TV commercial, magazine, tabloid commercial,newspaper commercial, billboard.

Bellow the line : flyer, poster.

Sales Promotion

- buy 3 packs get 1

- (If you buy 1pack, you can exchange with one ticket to joinOline workout).

Personal Selling

-Give the representative at their place where theyre selling

our product. Were providing a tester also educate buyer

about Oline milk.

Public Relation

- Workout with Oline also can give us the information about

the usage of Oline Milk and we can consultate about what our

body needs.

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7. Exiting Company

Company

Oline Company build in 2007 by a retailer mogul Intan, Nickoline,

Olivia, Regina. Oline milk is the first product ever launched by Oline

Company.

Product- Oline Milk

- high calcium and low fat

- 500 ml/box

- Good for bones

- For 25 above/50 below (liquid)

- Flavor milk vanilla, chocolate, strawberry

Brand images

Non fat, high calcium milk for active people.

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8. Market research results

8 of 10 adults in the age of 25 - 50 years old,need high calcium milk to do their activity.

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ADVERTISING BRIEF

1. Advertising objectives

- Create awareness

2. Proposition

- A practical low fat high calcium milk

3. Benefits

- Good for bones

Advantages

- Non fat

Features

- Comes in three flavors

- Practical

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4. Tone

- Humor

5. Mandatory client requirements

- Logo

Slogan

- Feel Healthy, Feel Young!!

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BUDGETINGSales Promotion Rp. 6.053.000 X 1.000

BalanceCost

Consumer offers Rp.1.400 Rp. 6.051.600

Retailer incentives Rp.1.600 Rp. 6.050.000

Media

Consumer advertising

Magazine Rp. 19.000 Rp. 6.031.000

Television Rp. 4.000.000 Rp. 2.031.000

Tabloid Rp. 12.500 Rp. 2.018.500

Poster Rp. 2.250 Rp. 2.016.250

Billboard Rp. 2.000.000 Rp. 16.250

Flyers Rp. 750 Rp. 15.500

Publicity

Public Relations Rp. 15.500 Rp. 0

Total Promotions Rp.6.053.000 Rp. 0