Post on 21-Jun-2015
@ 2012
REKOMENDASI MEDIAREKOMENDASI MEDIAUNTUK KAMPANYE IKLAN CATUNTUK KAMPANYE IKLAN CAT
Source : Nielsen – Adquest Millenium 2011
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
2008 2009 2010 2011
Cost ('000) MAGAZINE PRESS TV
+131%
+263%
-3%
Cost ('000) YearAdvertiser\Variables BRAND 2010 2011 Grand Total PorsiICI PAINTS INDONESIA DULUX CATYLAC 49,783,000 64,897,900 114,680,900 19%
DULUX WEATHERSHIELD 54,431,000 28,639,750 83,070,750 14%DULUX PENTALITE 51,896,000 21,413,600 73,309,600 12%DULUX 4,494,800 4,913,500 9,408,300 2%CATYLAC 5,989,000 5,989,000 1%DULUX EASY CLEAN 4,185,600 4,185,600 1%DULUX PEARL GLO 18,000 18,000 0%
ICI PAINTS INDONESIA Total 170,779,400 119,882,750 290,662,150 48%AVIA AVITEX 27,878,000 28,320,000 56,198,000 9%
AVIAN 19,356,000 11,266,000 30,622,000 5%AVIA Total 47,234,000 39,586,000 86,820,000 14%NIPSEA PAINT NIPPON SPOT-LESS 37,591,000 12,763,600 50,354,600 8%
NIPPON 11,764,400 13,854,800 25,619,200 4%NIPSEA PAINT Total 49,355,400 26,618,400 75,973,800 13%NO DROP NO DROP 31,502,000 44,375,000 75,877,000 13%NO DROP Total 31,502,000 44,375,000 75,877,000 13%NIPPON PAINT VINILEX 50,825,100 50,825,100 8%NIPPON PAINT Total 50,825,100 50,825,100 8%AQUAPROF AQUAPROOF 11,765,400 12,402,800 24,168,200 4%AQUAPROF Total 11,765,400 12,402,800 24,168,200 4%Grand Total 310,636,200 293,690,050 604,326,250 100%
Source : Nielsen – Arianna 2012. TA : MF, 15+ BCD, Universe: 32,823,065
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
January February March April May June July August September October November December
GRPs
ICI PAINTS INDONESIA NIPSEA PAINT AVIA
NIPPON PAINT NO DROP TUNGGAL DJAJA INDAH
New Launch2500
GRPs/Month
Maintanance1000
GRPs/Month
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dece
mbe
r
Cost ('000)DULUX CATYLAC NO DROP DULUX WEATHERSHIELD DULUX PENTALITE AVITEX VINILEX
New LaunchRp.15M /Month
MaintananceRp.5M /Month
Media StrategyMedia Strategy
Media StrategyMedia Strategy
Creating Awareness
Getting Experience
TVPrint Radio
Event
ATL
BTL
ONLINE Digital
Strategy MediaStrategy Media
Creating Awareness
Getting Experience
TV (News, Sport, Entertainment, Special)
Print (Display)Radio (Adlibs)
Event (LombaGapura 17 Aug)
ATLTV (70%),
Print (10%)Radio (5%)
BTLEvent (10%)
DIGITAL (5%)Digital
(detik, Kompas.com,FB, Tweeter)
PERIOD MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTLaunching Cost 15,000 15,000 30,000 Maintaining Cost 7,500 7,500 7,500 7,500 7,500 5,000 7,500 50,000 TOTAL COST ('000.000) 15,000 22,500 7,500 7,500 7,500 7,500 - - 5,000 7,500 80,000
-
5,000
10,000
15,000
20,000
25,000
MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Cost('000.000) Launching Cost Maintaining Cost
-
5,000
10,000
15,000
20,000
25,000
MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Cost('000.000) Launching Cost Maintaining Cost
TV Campaign
-500
1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
GRPs Launching (30") Maintaining (15")
TOT = 12.000 GRPs
5%5%5%5%5%5%5%5%5%5%5%
40%
60%
71%78%82%84%83%82%82%81%78%78%77%76%76%73%70%70%69%69%69%69%69%69%69%66%62%59%55%52%49%45%42%46%49%51%54%56%57%59%60%
0%10%20%30%40%50%60%70%80%90%
0
200
400
600
800
1,000
1,200
1/J
an/1
08
/Jan/1
01
5/J
an/1
02
2/J
an/1
02
9/J
an/1
05/F
eb/1
01
2/F
eb/1
01
9/F
eb/1
02
6/F
eb/1
05/M
ar/
10
12
/Mar/
10
19/M
ar/
10
26
/Mar/
10
2/A
pr/
10
9/A
pr/
10
16
/Apr/
10
23/A
pr/
10
30/A
pr/
10
7/M
ay/1
01
4/M
ay/1
02
1/M
ay/1
02
8/M
ay/1
04/J
un/1
01
1/J
un/1
01
8/J
un/1
02
5/J
un/1
02
/Jul/1
09/J
ul/1
01
6/J
ul/1
02
3/J
ul/1
030/J
ul/1
06
/Aug/1
01
3/A
ug/1
02
0/A
ug/1
02
7/A
ug/1
03/S
ep/1
01
0/S
ep/1
01
7/S
ep/1
02
4/S
ep/1
01
/Oct/1
08
/Oct/1
01
5/O
ct/1
02
2/O
ct/1
02
9/O
ct/1
05/N
ov/1
01
2/N
ov/1
01
9/N
ov/1
02
6/N
ov/1
03/D
ec/1
01
0/D
ec/1
01
7/D
ec/1
02
4/D
ec/1
0
PAINT "X" Adv. Awareness Estimation Average Awareness 48%
TA : MF, 15+ BCD, Universe: 32,823,065