Advertising is the communication of non-individual, with a number of costs, through various media conducted by the firm, non-profit institutions, and individuals. Advertising is a program of activities to prepare and disseminate news to the market.
My product advertisement is fanta. Fanta is one of the famous soft drinks with several variants of fruit. Usually we can watch the advertisement on television, colour magazine and many outdoor advertising.
In television, the advertisement of fanta is illustrated with animation this animation looks like people with several colours. Like red, yellow, orange, and green. The illustration of advertisement is when the people play a music but the sound of music is bad although they try to play again but the sound is still too bad. After that, the people drink fanta and try to play it and the sound of their music is very enjoyable to listen.
This advertisement is shown when there are commercial breaks or in the middle of tv programs. The purpose of this advertisement is as a reminder for the customer, so they know that an established brand is still around and that is has certain uses, characteristics and benefits. Beside that, the company wants to inform about the variants of fruit from fanta, because fanta’s company always develops is product by adding the new variants of fruit.
When the company shows the new product, it does show in television, but also shows in colour magazine and put many posters in all stores, who sells fanta’s product. This is advertising campaign from fanta’s company.
In the stories of fanta’s advertisement in television, it is clear the company persuades the audience too to choose fanta and consume it. In the other side of anvertisement, there is slogan, the slogan in Indonesia language we can read “berbagi ceria bersama fanta”, it’s mean that, after drink fanta, the customer more fresh because the variant of fanta are many variant’s of fruit.
The advertisement in television is humorious and inspirate to the audience. With many variants of fruit it can make a stimulasion for their customer to drink fanta. The animation looks eye catching because there are many colourfull animation, that colour means a cheerfull of many variant of fruit from fanta.
Sabtu, 29 Januari 2011
Market Segmentation, Customer Needs & Loyalty Programme of Mc Donnald
1.The Product
My product is fast food, like burger, fried chiken etc. The company name is Mc Donald’s Restaurant. Mc Donald’s Restaurant is a famous fast food Restaurant in Indonesia and franchise company from United State. Many food and drink are sold by Mc Donald’s company. There are burger, spaghetti, porridge, milk, fried chicken, French fries, soft drink, orange juice, ice cone, etc. Beside that, Mc Donald’s restaurant is ready to sell a set of food and drink with inexpensive price.
2. Identify the Market Segmentation
a.Demographics
•Age : 5 years up
•Sex : Male and Female
•Reigion or Ethnicity : For all
•Income : Middle class and high class
•Life Cycle : Single, married with children
b.Psychographics
•Attitudes : Modern people, some people like foreign brands
•Lifestyle : people like to consume the fast food
3.Identify the customer needs and behavior
a.Customer Life Cycle
Single, married with children, they usually buy food and drink in Mc Donald’s Restaurant after they do shopping because Mc Donald’s restaurant is fast to serve their food and drink, so it can meet the customer needs.
b.Purchasing Behaviour
•How to get the product
The customer can buy the product by going to Mc Donlad’s restaurant, choose one of the food and drink packages and then pay for their package to the cashier.
We know that, Mc Donald’s restaurants are built in big cities, and usually the restaurant is built in a mall too (center of shopping area). So we can easy to find the Mc Donald’s restaurant after we do shopping.
•When the Customer buy the product
Any time, usually when the customer feel hungry or thirsty.
4.Loyalty Programme
Mc Donald’s Restaurants have a loyalty programme, to build the relationship with customer. Loyalty programme Mc Donald’s restaurant is the form of a member card. To make a member card, the customer must complete an application form and receive a plastic card. If the customer buy the product in several packages, and have the member card too. Usually the customers get a bonus, like soft drink, atc.
5.Advertising
•Television
There is a family going to Mc Donald’s Restaurant, they are confused to choose one of the food and drink packages because there are many variant food and drink package. And then, their mom see a new food and drink package (panas special), this package consist of crispy/hot chicken, egg, rice and medium drink with the price Rp. 28.000 . So, they make decision to order panas special packages.
•Brochure
In a brochure, they show one of the picture from their menu’s , there is beef burger. Why ? because in this month , Mc Donald’s Restaurant give bonus beef burger or spicy chicken burger, if the customer buy the product up to Rp. 50.000. In the brochure there is symbol “100% pure beef”, the purpose are keep the customer’s trust and then in the back side of the brochure, there are more information about menu’s nutrition.
My product is fast food, like burger, fried chiken etc. The company name is Mc Donald’s Restaurant. Mc Donald’s Restaurant is a famous fast food Restaurant in Indonesia and franchise company from United State. Many food and drink are sold by Mc Donald’s company. There are burger, spaghetti, porridge, milk, fried chicken, French fries, soft drink, orange juice, ice cone, etc. Beside that, Mc Donald’s restaurant is ready to sell a set of food and drink with inexpensive price.
2. Identify the Market Segmentation
a.Demographics
•Age : 5 years up
•Sex : Male and Female
•Reigion or Ethnicity : For all
•Income : Middle class and high class
•Life Cycle : Single, married with children
b.Psychographics
•Attitudes : Modern people, some people like foreign brands
•Lifestyle : people like to consume the fast food
3.Identify the customer needs and behavior
a.Customer Life Cycle
Single, married with children, they usually buy food and drink in Mc Donald’s Restaurant after they do shopping because Mc Donald’s restaurant is fast to serve their food and drink, so it can meet the customer needs.
b.Purchasing Behaviour
•How to get the product
The customer can buy the product by going to Mc Donlad’s restaurant, choose one of the food and drink packages and then pay for their package to the cashier.
We know that, Mc Donald’s restaurants are built in big cities, and usually the restaurant is built in a mall too (center of shopping area). So we can easy to find the Mc Donald’s restaurant after we do shopping.
•When the Customer buy the product
Any time, usually when the customer feel hungry or thirsty.
4.Loyalty Programme
Mc Donald’s Restaurants have a loyalty programme, to build the relationship with customer. Loyalty programme Mc Donald’s restaurant is the form of a member card. To make a member card, the customer must complete an application form and receive a plastic card. If the customer buy the product in several packages, and have the member card too. Usually the customers get a bonus, like soft drink, atc.
5.Advertising
•Television
There is a family going to Mc Donald’s Restaurant, they are confused to choose one of the food and drink packages because there are many variant food and drink package. And then, their mom see a new food and drink package (panas special), this package consist of crispy/hot chicken, egg, rice and medium drink with the price Rp. 28.000 . So, they make decision to order panas special packages.
•Brochure
In a brochure, they show one of the picture from their menu’s , there is beef burger. Why ? because in this month , Mc Donald’s Restaurant give bonus beef burger or spicy chicken burger, if the customer buy the product up to Rp. 50.000. In the brochure there is symbol “100% pure beef”, the purpose are keep the customer’s trust and then in the back side of the brochure, there are more information about menu’s nutrition.
Pricing of AQUA's Company
Product Deskription
AQUA as a famous bottle mineral water company, have some variant product with some price. There are some product from AQUA, it can be obtained in market.
-Plastic glass 240 ml
-Glass bottle 330 ml
-Glass bottle 600 ml
-Glass bottle 1500 ml
-Gallon 19 L
Product Comparison
AQUA VS CLUB
•Market Share
When we want to compare the market share berween AQUA and CLUB, AQUA have 45% market share, the other word AQUA as the first rank in bottle mineral water sales in Indonesia. Meanwhile, CLUB company have 5% market share and as the second rank in bottle mineral water in Indonesia. For 50% market share are 300 the other mineral water company.
•Price
AQUA price product is more expensive than CLUB price product. This is the price comparison.
Type of product AQUA CLUB
1.Plactic glass 240 ml Rp. 500 Rp. 300
2.Glass Bottle 330 ml Rp. 1.500 Rp. 1.300
3.Glass Bottle 600 ml Rp. 2.000 Rp. 1.700
4.Glass Bottle 1500 ml Rp. 3.000 Rp.2.700
5.Gallon 19 ml Rp. 10.500 Rp. 10.000
AQUA decide the price 10 % until 25 % higher than competitor. From table above, AQUA price product 12 % than CLUB price product.
•Packaging
AQUA and CLUB packaging have little different. AQUA packaging use PET (Polyethilence Terephthalate) material for all packaging. But CLUB use PET for glass bottle and PVC for gallon.
Pricing Analys
•Pricing Strategy
AQUA use premium pricing strategy for their product, because AQUA product has a high price with a high quality too.
•Pricing Objective
For pricing objective, AQUA company adopts differentiation pricing, because the product from AQUA have different quality (high quality) with thw expensive prices.
AQUA as a famous bottle mineral water company, have some variant product with some price. There are some product from AQUA, it can be obtained in market.
-Plastic glass 240 ml
-Glass bottle 330 ml
-Glass bottle 600 ml
-Glass bottle 1500 ml
-Gallon 19 L
Product Comparison
AQUA VS CLUB
•Market Share
When we want to compare the market share berween AQUA and CLUB, AQUA have 45% market share, the other word AQUA as the first rank in bottle mineral water sales in Indonesia. Meanwhile, CLUB company have 5% market share and as the second rank in bottle mineral water in Indonesia. For 50% market share are 300 the other mineral water company.
•Price
AQUA price product is more expensive than CLUB price product. This is the price comparison.
Type of product AQUA CLUB
1.Plactic glass 240 ml Rp. 500 Rp. 300
2.Glass Bottle 330 ml Rp. 1.500 Rp. 1.300
3.Glass Bottle 600 ml Rp. 2.000 Rp. 1.700
4.Glass Bottle 1500 ml Rp. 3.000 Rp.2.700
5.Gallon 19 ml Rp. 10.500 Rp. 10.000
AQUA decide the price 10 % until 25 % higher than competitor. From table above, AQUA price product 12 % than CLUB price product.
•Packaging
AQUA and CLUB packaging have little different. AQUA packaging use PET (Polyethilence Terephthalate) material for all packaging. But CLUB use PET for glass bottle and PVC for gallon.
Pricing Analys
•Pricing Strategy
AQUA use premium pricing strategy for their product, because AQUA product has a high price with a high quality too.
•Pricing Objective
For pricing objective, AQUA company adopts differentiation pricing, because the product from AQUA have different quality (high quality) with thw expensive prices.
PRODUCT of AQUA's Company
Product
AQUA bottle mineral water included in essential goods. Why AQUA included in essential goods? Because we are know that we used them or drink the mineral water everyday. Beside that, if the mineral water dirty, it’s mean that AQUA can not consume by customer, so mineral water have limited period to consume , and we can consume AQUA mineral water before two years since the produce.
The main ingredient from AQUA only water, but AQUA contain of 12 mineral, there are: Selenium, Fluorida, Natrium, Copper, Potassium, Silica, Zink, Magnesium and Calcium. Mineral in water very important to fulfill our body, then very dangerous if we drink the water without mineral. The water take from some springs in Indonesia, for example in Pandaan, Klaten, Mekarsari etc. Although AQUA put into the plastic bottle, glass bottle, plastic glass and gallon, but AQUA not used preservative. So, AQUA as a bottle mineral water still safe to consume for your family.
AQUA can consume for all people in this world, from children until adult, this is target market from AQUA company. AQUA very toward to drink for our health, because the main inggredien not danger to consume.
About packaging, AQUA have many varians size, there are:
- Gallon 19 lt
- Bottle Glass 380 ml
- Plastic Bottle 500 ml
- Plastic Bottle 600 ml
- Plastic Bottle 330 ml
- Plastic Glass 240 ml
For the material packaging, we can see that AQUA Company use plastic and glass for pack their mineral water. AQUA Company use the polycarbonate plastic, they choose this material because polycarbonate plastic usually use for pack food and drink, and have good quality so very higienis. AQUA Company also do the research and analyst the main material to pack, so AQUA Company have a confenssion from European Food Safety Authority (EFSA).
AQUA have competitor from similar product, there is CLUB. Why CLUB as a competitor, because the price from CLUB more cheaply than AQUA.
Award
ISO 9001:2000 (quality management system)
ISO 14001 (environmental management system)
HACCP (Hazard Analysis and Critica lControl Points)
GMP (Good Manufacturing Practices) DANONE 2005
Indonesian Best Brand Award 2003-2004
Indonesian Customer Satisfaction Award 2003
Indonesian Golden Brand Award 2005-2007
AQUA bottle mineral water included in essential goods. Why AQUA included in essential goods? Because we are know that we used them or drink the mineral water everyday. Beside that, if the mineral water dirty, it’s mean that AQUA can not consume by customer, so mineral water have limited period to consume , and we can consume AQUA mineral water before two years since the produce.
The main ingredient from AQUA only water, but AQUA contain of 12 mineral, there are: Selenium, Fluorida, Natrium, Copper, Potassium, Silica, Zink, Magnesium and Calcium. Mineral in water very important to fulfill our body, then very dangerous if we drink the water without mineral. The water take from some springs in Indonesia, for example in Pandaan, Klaten, Mekarsari etc. Although AQUA put into the plastic bottle, glass bottle, plastic glass and gallon, but AQUA not used preservative. So, AQUA as a bottle mineral water still safe to consume for your family.
AQUA can consume for all people in this world, from children until adult, this is target market from AQUA company. AQUA very toward to drink for our health, because the main inggredien not danger to consume.
About packaging, AQUA have many varians size, there are:
- Gallon 19 lt
- Bottle Glass 380 ml
- Plastic Bottle 500 ml
- Plastic Bottle 600 ml
- Plastic Bottle 330 ml
- Plastic Glass 240 ml
For the material packaging, we can see that AQUA Company use plastic and glass for pack their mineral water. AQUA Company use the polycarbonate plastic, they choose this material because polycarbonate plastic usually use for pack food and drink, and have good quality so very higienis. AQUA Company also do the research and analyst the main material to pack, so AQUA Company have a confenssion from European Food Safety Authority (EFSA).
AQUA have competitor from similar product, there is CLUB. Why CLUB as a competitor, because the price from CLUB more cheaply than AQUA.
Award
ISO 9001:2000 (quality management system)
ISO 14001 (environmental management system)
HACCP (Hazard Analysis and Critica lControl Points)
GMP (Good Manufacturing Practices) DANONE 2005
Indonesian Best Brand Award 2003-2004
Indonesian Customer Satisfaction Award 2003
Indonesian Golden Brand Award 2005-2007
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