An Introduction

Siska Suryaman• Senior Brand Marketing Manager MEAD

JOHNSON Indonesia (till present)• CITIBANK NA, Card Portfolio Business Mgr• BENTOEL PRIMA, Brand Bentoel Sejati• Kalbe Farma Health Food Division, Brand

Milna, Morinaga, Prenagen• Email : siska_suryaman@yahoo.com

– siska.suryaman@mjn.com

Table of Content

1. Understanding our Consumer Better2. Partners in Marketing world

Understanding our Consumer better

STP Approach

1. Segmentation2. Targetting3. Develop Strong Positioning

Do we understand our consumer corectly and segmenting them by

using the right variable???

Common Segmentation

• By SES A, AB, B, C• By Geography• By physic Age, Gender

Too broad and not specific enough, need another variable for

defining our target market descriptioon BETTER in order to create Right, Strong Positioning

and Strategy

Attitude Clustering

• Using deep, in depth qualitative research

• Resulting better understanding on our Consumer value, need, and habits

• Sharpen our Marketing & Communication Strategy, based on need/attitude of our Target Market

A Case Study

• Premium milk category selling powder milk for Infant & Babies, and need to create strong positioning among its competitors.

1. Define broad target market STP and resulting that they are targetting AB class mom

2. Thru Attitude Clusering describe the target market profile/description

3. Assessing the Market Potential4. Create Strong positioning

Child Development

Physical Mental

Social Emotional

• Fit, Robustness• Co-ordinated• Height/Weight

• Language, Creativity• IQ Problem-Solving• Intelligence, memory

• Teamwork • Playing well• Relationships

• Care, Affection• Empathy• Independence

This is How Parents see the whole child…

..not separate product functionality, they want it all

AB Class Moms are similar, but there are attitude segments

affiliative assertive

relaxed, in stride

Involvement, anxiety

Source : TNS Needscope (‘08)

The Brand targets Achiever Moms as priority

Achiever Moms19% of Category Users

AffiliativeAssertive

Relaxed

AnxietySource : TNS Needscope (‘08)

Based on Needscope (2008)

Achiever Moms: driven, purposeful, goal oriented

• Motherhood is a source of purpose & pride– ambition to fulfill dreams. – proud of her capabilities

• She is goal oriented, choosy– demanding of herself as

well as of everyone else.• Seeks superior care for child.

– Enabling early advantage. – Build platform for future

success• She wants to give the best and

get the most for child– Empower her child

Empower the child

Assertive, Demandin

g

Ambitious,

Dreams Big for

her child

Give child the edge

Confident

Perfectionist

Pride

Admired, Impressive in her role

Child ahead

of others

She is a confident & empowered, assertive on behalf of her child, wants to empower him/her, to give him an edge : “nothing will hold my child back.” Wants the best for him, to see him do well, to win. Proud of her capabilities as a mom. Her child’s success is a mirror of her determination & skills & LOVE.

“Achiever Moms”

Sizing the market potential mean19% varies considerably

Progressive Achiever Discerning Protective Natural Playful

China

17

8 6

26

24

19

India

9

11 14

26

30

11

Indonesia

29

12 17

14

20

14

Malaysia

22

15 8

20

2411

Thailand

28

18 15

13

16

10

Vietnam

16

12 11

21

2614

Source: Project Enigma findings

Philippines

25

14 17

11

1716

26% 26% 21% 20%

14% 13% 13%

Proportion of Achiever Moms varies by Age of Child

China India

Indonesia

Malaysia

Thailand

Vietnam

Philippines

0-6 months

6-12 months

1-3 years

3-6 years

6-10 years

Regional0-6

mths

6-12 mths

1-3 yrs old

3-6 yrs old

6-10 yrs old

Achiever Moms % of all Mom IF Users

17 16 19 21 22

Pan regionally, the proportion of Achiever Moms Increases with Child’s Age - kindergarten?

China

Develop Communication Strategy “Achiever Moms”

Empower the child

Assertive, Demandin

gAmbitiou

s, Dreams Big for

her child

Give child the edge

Confident

Perfectionist Pride

Admired, Impressive in her role

Child ahead

of others

Slight skew : 58% SES A/B are achiever moms (vs 50% of C/D)

Her Media Typology and Consumption

• Similar repertoire as average adult Female, yet Ambitious moms have higher affinity towards digital media and Pay TV

99%

Index 100

26%

Index 90 83%

Index 112

37%

Index 115

24%

Index 132

15%

Index 124

7%

Index 122

6%

index 94

Media Time Consume MediaAchiever/Ambitious Moms

Index vs F, 25-39,

AB TV Heavy TV (4 hours or more per day) 68% 110

Light TV (<2 hours per day) 7% 88 Medium TV (2-<4 hours per day) 24% 82

NPP Heavy newspapers (7+ in last week) 15% 134 Light newspapers (1-2 in last week) 6% 83 Medium newspapers (3-6 in last week) 16% 116

Tabloids Heavy Tabloids (3+ in last week) 5% 131 Light Tabloids (1 in last week) 14% 138 Medium Tabloids (2 in last week) 5% 120

Cinema Heavy cinema (2+ visits in last 3 mths) 4% 66 Light cinema (last 12 mths but not last 3 mths)2% 75 Medium cinema (1 visit in last 3 mths) 6% 92

Radio Heavy Radio (4 hours or more per day) 2% 375 Light Radio (<2 hours per day) 21% 90 Medium Radio (2-<4 hours per day) 3% 66

Magazines Heavy magazines (5+ issues) 2% 125 Light magazines (1 issue) 10% 154 Medium magazines (2-4 issues) 3% 73

Internet Heavy internet (8+ times in last week) 1% 144 Light internet (less than once a week) 4% 82 Medium internet (1-7 times in last week) 3% 103

15%

Index 116

Source : Roy Morgan 2009, July 2008 – June 2009Index: comparison to F, 25-39, AB

Another Brand target “Relaxed Mothers”

The foundations for connecting with Relaxed Moms are apparent in all the markets…

Her Media Typology and Consumption

• Relaxed moms are mainly expose to TV, they are light print readership and radio listenership

99%

Index 101

26%

Index 90 48%

Index 72

19%

Index 72

10%

Index 63

6%

Index 53

1%

Index 25

2%

index 55

11%

Index 101

Source : Roy Morgan 2009, July 2008 – June 2009Index: comparison to F, 25-39, ABC1

Media Time Consume MediaRelaxed

Moms

Index vs F, 25-39,

ABC1

TV Heavy TV (4 hours or more per day) 61% 101 Light TV (<2 hours per day) 7% 116 Medium TV (2-<4 hours per day) 31% 94

NPP Heavy newspapers (7+ in last week) 6% 156 Light newspapers (1-2 in last week) 7% 103 Medium newspapers (3-6 in last week) 7% 160

Tabloids Heavy Tabloids (3+ in last week) 2% 175 Light Tabloids (1 in last week) 5% 167 Medium Tabloids (2 in last week) 3% 137

Cinema Heavy cinema (2+ visits in last 3 mths) 2% 195 Light cinema (last 12 mths but not last 3 mths) 1% 175 Medium cinema (1 visit in last 3 mths) 2% 209

Radio Heavy Radio (4 hours or more per day) 1% 86 Light Radio (<2 hours per day) 15% 146 Medium Radio (2-<4 hours per day) 4% 116

Magazines Heavy magazines (5+ issues) 1% 77 Light magazines (1 issue) 3% 236 Medium magazines (2-4 issues) 2% 195

Internet Heavy internet (8+ times in last week) 0% 500 Light internet (less than once a week) 2% 250 Medium internet (1-7 times in last week) 0% 950

Marketing World & Our Partners in Work

1. Creative Agency2. Media Buyer3. PR Agency4. Event Organizer5. Research Agency

(Quali & Quanti)6. Other Vendors

Creative Agency

Role & Responsibility• Developing Brand Communication Strategy & Campaign

align with Brand Objectives Proper Brief is Important & highly required

• Develop Creative works– Thematic/Tactical Above the Line (TVC-Prints)– POS Materials– Other Creative Materials

• Competitor Review & Update• Fee based on : Retainers, Commission Based• KPI : Brand Awareness, Brand Equity, Brand Attribute,

Market Share

Media Buying Agency(in house)

Role & Responsibility• Develop Media Strategy for the Communication

strategy based on Brand Objectives• Plan an effective Media Buying Plan (ATL) for any

Campaign/promo• Gives best Media Recommendation• Media Review/Post Buying Analysis (Spending,

Trend, New Idea)• Fee : percentage of Total Media Placement Cost• KPI : effective TARPS, CPRP, Reach, frekuensi

Research Agency• Quantitative (Require field data collection)

– Market Share, Retail Audit, Market Size, Price Simulation, Brand Equity, Etc

• Qualitative (FGD, In depth interview)– Brand Issue (barrier to use, attribute to add)– New Brand/Ad acceptability perception (APT)

OCT08 NOV08 DEC08 JAN09 FEB09Volume ShareChildren Super Premium 99 106 86 139 108 Children Mead Johnson Super Premium 32 26 28 33 23 Enfagrow A+ 25 13 16 13 13 Enfakid A+ 7 13 12 20 10 Children Abbott Super Premium 17.9 20.0 18.3 19.8 27.6 Children Dairyland Indonesia Super Premium 2.1 2.8 2.7 1.6 1.8 Children Fonterra Super Premium 3.5 5.1 4.7 5.0 4.1 Children Mead Johnson Super Premium 32.0 24.8 32.2 23.8 21.4 Enfagrow A+ 25.1 12.2 18.4 9.1 11.8 Enfakid A+ 6.9 12.7 13.8 14.8 9.6 Children Nestle Super Premium 0.3 0.3 0.2 0.1 0.1 Children Nutricia Super Premium 13.5 15.2 13.0 13.1 11.5 Children Sanghiang Perkasa Super Premium 7.3 8.5 8.2 8.9 10.1 Children Wyeth Super Premium 23.3 23.0 20.5 27.5 23.2

Winning Brand

Base: All Random Premium/Super Premium users (Q3: n=509; Q4: n=520; Q1: n= 488 )

(+0.5)(+0.8)

(-0.2)

Powdered Milk Norm Asia Pacific 1.7

Powdered Milk Norm Indonesia 1.4

BRAND EQUITY INDEXSp Premium Segment

BRAND EQUITY INDEXSp Premium Segment

Q4 2008Q3 2008

Q1 2009

11

13

21

21

25

26

27

26

32

Q1'07

Q2'07

Q3'07

Q4'07

Q1'08

Q2'08

Q3'08

Q4'08

Q1'09

Unaided AwarenessDOUBLE

A B C D

Ad Track

68

Confidential & Proprietary ● Copyright © 2006 ACNielsen ● a VNU business

Winning Brands®

Dancow Balita 1+

Bendera 123

Enfagrow A+

Chil Kid

Pediasure

Bebelac 3

SGM 3

Nutrilon 3

Sustagen Junior

Chil Kid Platinum

Procal Gold

Procal

Vitalac 3

Andec 1+

100

99

97

95

95

94

94

89

89

87

87

84

84

82

Base: All Who aware for Enfapro or Enfapro A+

Bra

nd

Pro

mp

ted

bra

nd

Aw

aren

ess

(in

%)

Base: All children Stage 3

Source of awareness (in %)

TV 83 68

Magazine/Tabloid 12 4

SPG 10 6

Friends/relative 5 4

Brochure 4 6

Pharmacy/Drugstore 3 6

Radio 1 1

Newspaper 1 1

Billboard 1 1

Midwife/Nurse 1 1

Hospital 1 3

Enfagrow Sustagen

A+ Jr

Aided Brand Awareness – Stage 3

75

64

50

36

62

28

48

36

39

35

37

33

20

31

Ad

Awareness

Brand

Awareness

PR Agency

Role & Responsibility• Amplify the brand communication message thru

media by & leveraging the power of Media to create WOM

• Works for all category; mostly on Strong Brands, Product Launch, Non FMCG (Microsoft, Ericsson, Unilever, Nokia Siemens Network)

• Media Monitoring• Currently tied with CSR giving benefit to

community while getting possitive WOM • KPI : Key Message Mentioned, PR Value

PR Coverage & Media monitoring

Other Agency

• Event Organizer• Packaging Design• Merchandising Vendor• CRM Agency, Call Centre, Courrier