1. INTRODUCTION
1.1 Purpose
This report was made due to the brand and product launching project. We launched calcium water named Mi-C. We have done some research before launched the product and its TV commercial to the market.
1.2 Research Method
As source of information, there are two research methods that were used:
· Primary Research : Questionnaire
· Secondary Research:
- Media Research
- Observation
2. FINDINGS
2.1 From Questionnaire
We have already done some researches to know about needs and wants of our target markets (people age 13-18 years old). One method that we did is by sending questionnaires to 30 people who are our target markets. These are the facts of the result:
1. a. No one usually watches television from 8 a.m to 10 a.m.
b. There are four people watch television from 12 p.m to 2 p.m.
c. There are four people watch television from 4 p.m to 6 p.m.
d. There are 22 people watch television from 7 p.m to 9 p.m.
Conclusion: Most people (73.3%) watch the television at night, from 7 p.m to 9 p.m
2. a. There are six people stated that they were most interested in the music of a TV advertisement.
b. There are five people stated that they were most interested in the artist or model of a TV advertisement.
c. There are 19 people stated that they were most interested in the story/plot of a TV advertisement.
d. No one stated that he/ she was most interested in the product or brand name of a TV advertisement.
Conclusion: Most people (63,3%) interested in the story/plot of a TV commercial.
3. a. There are three people watch action films lately.
b. There are eleven people watch horror films lately.
c. There are six people watch comedy films lately.
d. There are ten people watch drama films lately.
Conclusion: Most people (36,3%) watched horror films lately
4. a. There are 23 people have only 30 minutes to one hour time from waking up until starting their activities.
b. There are seven people have one hour to two hours time from waking up until starting their activities.
c. There is no one have more than two hours time from waking up until starting their activities.
Conclusion: Most people (76,6%) are busy, they only have 30 minutes to one hour time from waking up until starting their daily activities
5. a.There are 22 people like to drink milk.
# Based on kinds of milk they drink, there are 3 kinds of answer:
(1) Eleven people drink milk powder.
(2) No one drinks sweetened condensed milk .
(3) Eleven people drink ready-to drink milk.
Conclusion: Most people drink milk powder and ready-to drink milk. They share he same percentage of 50%
# Based on their budget for a consumption of milk:
(1) Two people pay one thousand to two thousand rupiahs for a consumption of milk.
(2) Eleven people pay three thousand to five thousand rupiahs for a consumption of milk.
(3) Four people pay five thousand rupiahs to ten thousand rupiahs for a consumption of milk.
(4) Five people pay more than ten thousand rupiahs for a consumption of milk.
Conclusion: Most people (50%) pay three to five thousand rupiahs for a consumption of milk
b. There are eight people dislike to drink milk.
# (1) There are two people answered that they consumed supplement to fulfil their bodies’s need of calcium.
(2) There are eight people answered that they did not consume supplement to fulfil their bodies’s need of calcium.
Conclusion: Most people (75%) do not consume calcium supplement to fulfill their bodies’ needs of calcium
# Based on the reasons of their dislike of drinking milk:
(1) Three people answered that it was because of its taste.
(2) No one answered that it was because of its smell.
(3) Two people answered that it was because of its impracticality.
(4) Three people answered that it was because of their fear of being fat.
Conclusion: Most people doesn’t like to drink milk because of the taste (50%) and they are also afraid of being fat (50%)
Conclusion: Most people (73,3%) like to drink milk
6. a. There are 24 people will be attracted to try a new product which is calcium water.
b. There are six people will not be attracted to try a new product which is calcium water.
Conclusion: Most people (80%) will be attracted to try a new product which is calcium water.
7. We have done a research to find out what tastes of fruit people like the most. Here are the result (the lower the points, the more they like it):
Orange 68
Strawberry 63
Grape 88
Mango 116
Melon 113
Conclusion: Most people chose
8.
a. There are 28 people that are interested in the logo above.
b. There are two people that are not interested in the logo above.
Conclusion: Most people (93,3%) think that the logo above is interesting.
2.2 From Media Research
2.2.1 Horror movies
From November- December 2006, most of movies showed in
In 2007, horror movies became more popular. Until we wrote this report, many horror movies have been showed in theatres. Few of them are: Lewat Tengah Malam, Malam Jumat Kliwon, Terowongan Casablanca, Lantai 13, and Suster Ngesot. The latest news mentioned that this year, more than 20 movies will be produced.
(Source:http://www.kompas.com/ver1/Muda/0612/18/091222.htm)
2.3 From Observation
2.3.1 Favorite TV Shows
From our own observation, most people of our target market like to watch these TV shows:
- Trans TV: Extravaganza, Wisata Kuliner, and Ceriwis. These three shows also have the highest ratings in the Trans TV station.
- Trans 7: Empat Mata, Infotainmet Siang, and One Stop Football. Global TV: American Idol 2007, Spongebob Squarepants, and MTV.
2.3.2 Main Streets in
We have observed the most crowded main streets in
2.3.3 Competitors
In
- Milk: Indomilk, Susu Bendera, Dancow, Ultra.
- Energy Water: Mizone, Vitazone.
3. ANALYSIS
- Because 73,3% of our target market watch TV at night (7 p.m. to 9p.m.), so we decide to put more TV advertisements in those hours. In the media schedule, we put more advertisements in the peak time.
- We place the advertisements in target market’s most favorite TV programs. They are Extravaganza Special Weekend (Trans TV, every Saturday at 7-9 p.m.), Empat Mata (Trans 7, every Friday at 9.30-10.30 p.m.), and American Idol 2007 (Global TV, every Sunday at 7-8.30 p.m.). Empat Mata show with its famous host, Tukul, has been a phenomenon in
- When they watch a TV commercial, 63,3% of our respondents pay the most attention to the story or the plot of the advertisement. So we make the plot of our TV commercial interesting and unique. The summary of the plot is: We send the message of how unpractical powder milk can be, so the model takes a long time to make it, until a ghost come and give her a bottle of Mi-C.
- Most of our respondents (36,6%) choose horror movie as a kind of movie they have been watched lately. So we choose horror as a supporting theme in our TV commercial. We present a ghost as an extra model, so it would get more attention from the audience.
Our decision to use a ghost as a model also supported by the facts that horror movies are really popular nowadays. Most of the movies that are played in theatre in late 2006 until early 2007 are horrors.
- 76,6% of our respondents are busy people. They spend only 30 to sixty minutes of their time from waking up until starting their daily activities to prepare themselves. So, we create Mi-C as a perfect solution for those people. They don’t have to take a long time to make milk for their breakfast.
- a. 73,3% of our respondents like to drink milk.
- Most of the people who like to drink milk choose powder milk (50%) and liquid/ready to drink milk (50%). For those who drink powder milk, we can offer them Mi-C so they don’t have to waste their time and energy only for making their milk. Mi-C is so practical, you don’t need to add any water like if you make milk from powder, and you also can carry it everywhere. For those who choose ready-to drink milk, we provide a new option for them. It means that they are a practical person, and they will be suitable for the product’s characteristic.
- 50% of our respondents who like to drink milk spend three to five thousand rupiahs to buy their milk. One bottle of Mi-C will cost Five Thousand rupiahs, so they would just spend the same amount of money to buy it as if they buy the usual milk.
b. There are 26,6% of our respondents who dislike milk.
- Most of the people who don’t like to drink milk (75%) don’t consume calcium supplement to fulfill their bodies’ needs of calcium. It creates an opportunity for Mi-C to help them get their daily need of calcium without drinking any milk.
- 37,7% of the respondents don’t like to drink milk because of its taste, while the other 37,7% feared that milk will make them gain weight, we create Mi-C in a form of a mineral water, and also has two flavors; orange and strawberry. It also has low calories and fat, so they don’t have to worry about gaining weight after drinking the product.
- Most people (80%) will be attracted to try a new product which is calcium water. So there is a hope that people will try the new product.
- Most of people choose orange and strawberry as their favorite flavors. So we decide to make Mi-C in those two flavors.
- 93,3% of our respondents are interested in logo below:
So, we decide it to use it as the product’s logo. We use bright colors to attract our target audience, and cow patterns to represent its calcium content, which usually we get from milk.
- Through our own observation, we found that Jalan Sudirman is one of the busiest streets in
- Mi-C has several indirect competitors:
-Energy Water: Mizone, Vitazone
We create different advertisement from our competitors
Promotion Materials:
Posters: 
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