Professional Documents
Culture Documents
MOMMIE’S FRIEND
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BAB I
Business Review
Indonesia is a country tha has the largest population number five in the world.
Based on 2009 census, the population of Indonesia reached 240 million
people.
During pregnancy, women need to eat or drink healthy for themselves and
their fetus. Most of them consume milk to meet these needs.
2. Market Growth
Pregnancy rate of women in Indonesia from 1999 until the year 2009
increased quite sharply. In 1999, women who experience pregnancy
amounted to only 403 thousand inhabitants, while in 2009, the number
reached 1.5 million people.
Based on these data, we can see that the demand would need to eat or drink
for pregnant women's health increased.
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3. Market Coverage
4. Market Share
As can be seen now, many dairy products are compete in meeting the needs
of pregnant women. All these products have experienced product life cycle
and some products have experienced declining.
For the sake of avoiding a very tight competition, and market share by getting
smaller and limited, a new cereal product was made for mothers who are
pregnant. These products will be a cereal bar and became the first in
Indonesia that can accompany pregnant women wherever and whenever they
were with the required nutrients mother and fetus.
5. Market Penetration
6. Market Demand
Based on research results that have been done, pregnant women need food
that inspires their appetite, simple and can be consumed anytime and
anywhere, especially for working mothers. During pregnancy, mothers initials
often experience nausea and loss of appetite that can disrupt the
development of maternal health and pregnancy.
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Therefore, Cereal bars should be made carefully, so that portable, can be
eaten anytime, anywhere and has a variety of nutrients and vitamins that
reduce nausea and improve appetite of pregnant women are also various
other ingredients for the health of the mother and the unborn.
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BAB II
Strategic Market Plan and Sales Objective
1. STEEPLE Factors
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1.5 Political
The government today is concerned about the quality of the successor
nations to compete with other countries. The quality of a child is strongly
influenced at the time the child is in the mother's womb. Mothers who watched
the consumption of vitamins, nutrients and adequate nutrition for herself and
her unborn Dapa affects the brain and the child's health. Therefore, Cereal
Bars are helping the mother in getting coverage of nutrition, vitamins and
nutrients for the health of the mother and her unborn child to a healthy and
intelligent brains.
1.6 Legal
As pharmaceutical products included in the over-the-count products, Cereal
Bars must have permission from the health department of the Republic of
Indonesia and drug regulatory authorities and the food.
2. TOWS Analysis
2.1 Threats
The women habit of consuming dairy products
Product cereal bar in the community yet aware
2.2 Opportunities
The absence of other competitors who entered
High demand of new products for pregnant women who are also handy
and tasty can be eaten anywhere and anytime.
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2.3 Weaknessess
Do not have subtitute products
Do not have any data for stock items
2.4 Strenghts
As the first pioneering products
The main holders of the market
Has all the necessary ingredients mother and fetus
3. STP
3.1 Segmentation
3.1.1 Geographic
Areas that will be reached are all big cities in Indonesia, especially cities that
have high activity. Such as Jakarta, Bandung, Surabaya, Jogjakarta and so
on.
3.1.2 Demographic
The targeted segment is 15-49 years old woman who was pregnant and have
a high activity.
3.1.3 Phsycographic
SES will be the main segment is A, B and C1. in addition, women who
consider a healthy lifestyle.
3.2 Targeting
Based on the Segment that has been determined, the main target market is
Cereal Bars pregnant women in major cities which have dense busy, but they
also care about their health and their content.
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3.3 Positioning
Cereal Bar has a goal to be a friend of the mother anywhere and at any time
to meet their nutritional needs as well as their content in the middle of their
busy day.
4. Business Performance
4.3 Profitability
During pregnancy, women often experience nausea and loss of appetite.
Therefore, they need a product that prevents nausea and increase appetite
and is also rich in nutrients for the health of the mother and the unborn.
5.1.1 Product
During pregnancy, most pregnant women experience nausea and loss of
appetite. Therefore, pregnant women should consume more carbohydrates to
maintain balance and health of the mother's womb. In addition, pregnant
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women need a variety of other nutrients such as calcium, iron, protein, omega
3 and 6, DHA, vitamins A, D and E and folic acid. Pregnant women also
require more energy during her pregnancy.
Therefore, Cereal Bar will contain many nutrients that pregnant women
dubutuhkan. Ingredients contained in Cereal Bars are:
• Carbohydrate 35kkal
• Calsium 25mg
• Iron 7mg
• Folic acid
• Vit A
• Vit D
• Vit E
• Protein 0,3mg
• Omega 3
• Omega 6
• DHA
Because at every three smester of women pregnancy nutrition needs and the
amount of different nutrients, so cereal bar will be divided into three types,
namely for trismester first, second and third with the same sense, namely
chocolate.
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Taste the chocolate that are available, selected based on a survey of
pregnant women. 18 of 20 pregnant women prefer chocolate than the other
flavors because it is already known the taste and does not make them sick.
5.1.2 Price
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5.1.3 Promotion
Cereal bars are pharmaceutical products that enter the type of over-the-count
product. Each pharmaceutical products must have approval from BPOM.
Therefore, for the first time, cereal bars will be promoted to the BPOM,
Obstretic & Gynecology Doctors and Drugstore.
Based on research results that have been done, pregnant women need food
that inspires their appetite, simple and can be consumed anytime and
anywhere, especially for working mothers. During pregnancy, mothers initials
often experience nausea and loss of appetite that can disrupt the
development of maternal health and pregnancy.
Therefore, Cereal bars made with carefully, so that portable, can be eaten
anytime, anywhere and has a variety of nutrients and vitamins that reduce
nausea and improve appetite of pregnant women are also various other
ingredients for the health of the mother and the unborn.
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Because this product is a pharmaceutical product, then this product will be
concentrated to the hospital the mother and child as target market and also as
a distributor to the drugstore. Role of the hospital and the child's mother is a
giver of recommendations to the patients who are pregnant brand.
5.1.3.4 Benefit
Cereal bar has many bnefits, such as:
• To fulfill the nutrition that needed by mother and their fetus
• To keep the balance of mother’s and their fetus’s health
• To help the development of baby’s brain when they still on uterus
• To help the baby’s physical development when they still on uterus
• To help the baby so they borned perfectly
This product will also put the banner at the drugstore that is like the Guardian
and Century and other pharmacies.
TV media will also be one of the media used. These products will dipublis
through TV programs that discuss all about pregnant women.
5.1.3.7 Conclusion
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As new product innovations that truly concern with maternal health and
pregnancy, this cereal bars will become mother's friend wherever and
whenever they are.
5.1.4 Place
6. Sales Objective
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50%
Precentage 40%
30%
Aw areness
20%
10%
0%
1st 2nd 3rd
Month
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3.5
3
Unit (1.000.000)
2.5
2 Cereal Bar
1.5
1
0.5
0
1st 2nd 3rd 4th 5th 6th
Month
60%
50%
P Bali
Pecentage
40% P Sumatera
30% P Kalimantan
20% P Sulawes
P Irian
10%
0%
1st 2nd 3rd 4th 5th
Month
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BAB III
Tactical Marketing Mix
1. Selling
For pharmaceutical products, cereal bar has been categorized into the types
of transacsional sales. Cereal bars include fast moving consumer good, so
having a quick sale to meet the needs of its customers.
2. Marketing Mix
As a new product, this Cereal Bar need to set up the marketing tools to
pursue its marketing objectives.
P’s C’s
Product is made by supplier but provides Customer Value
Price is set by a supplier but is Cost to a customer
Place is choosen by a supplier to place
product offer where they are Convenient to a customer
Promotion by suppliers is Communication to a customer
Physical evidence for the supplier is Confirmation to a customer
People to supplier is Consideration to a customer
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Process to a supplier is Co-ordination to a customer
1.1.1 Product
To fulfill pregnant woman’s need to caring the health of themselves and their
fetus, new product innovation has been made as cereal bar. This product will
complete the nutrition that needed by mom and their fetus.
1.1.2 Price
The price has been set up suitable with the target that already chose. This
cereal bar will be sold at Rp 24.000 per pack. One pack is filled by six pieced
of cereal bar.
1.1.3 Place
Based on the marketing strategy and plan, this cereal bar will be distributed to
the hospital of mom and child and drugstore.
From the general line, the channel of distribution for this product started from
manufacturer, to the agency, retailers, such as hospital and drugstore, then
end user. They are pregnant women.
1.1.4 Promotion
As new product innovations, we first make people aware touched by creating
articles about these products in the magazine's father and mother.
This product will also put the banner at the drugstore that is like the Guardian
and other pharmacies.
TV media will also be one of the media used. These products will dipublis
through TV programs that discuss all about pregnant women.
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2.3 Package
There are 5 roles of physical packageing, protect, identify, add value, act as
media an be disposable that meet legal reqiurements.
As a protector, the package must protect the goods until they are consumed.
Protection must be against everything that might happen to a product from the
time it is packed until it is emptied and thrown away.
Packaging help to identify the product. The composision of the product must
be writen customer can identify the product carefully.
Added value should be marketed as part of the whole product offer. Customer
and consumer look for overall value, and it is good marketing is set out the
total value so that it is easy to understand.
A package can carry the main promotional message through the PoP to the
PoU. It can carry special offer to encourage repurchase. It can carry hints and
tips for use. Safe disposal instructions can be provided.
3. Differentiation
3.1 Infrastructure
Has a high standardization of product
Has a broad product distribution to coverage the customer
3.2 Context
Give the best prority to fulfill pregnant woman’s need of nutrition
Handy, tasty and can be consumed anytime and anywhere
3.3 Content
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A new innovation product to subtitute pregnant woman’s habit from
milk to cereal bar.
BAB IV
New Product Launching
1. Background
Based on research results that have been done, pregnant women need food
that inspires their appetite, simple and can be consumed anytime and
anywhere, especially for working mothers. During pregnancy, mothers initials
often experience nausea and loss of appetite that can disrupt the
development of maternal health and pregnancy.
Therefore, new innovative products were created in the form of cereal bar
called Mommie's Friend. Mommie's Friend is made carefully, so that portable,
can be eaten anytime, anywhere and has a variety of nutrients and vitamins
that reduce nausea and improve appetite of pregnant women are also various
other ingredients for the health of the mother and the unborn.
1.1 5W + 1H
What?
Mommie’s Friend, the new product innovation in the form of cereal bar. It is
the first cereal bar for pregnant woman in Indonesia.
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Why?
Where?
Who?
Mommie’s Friend is specialized for busy pregnant woman that care with their
health and their fetus’s health.
How?
1.2.1 Threats
Product cereal bar in the community yet aware
The women habit of consuming dairy products
1.2.2 Opportunities
High demand of new products for pregnant women who are also handy
and tasty can be eaten anywhere and anytime.
The absence of other competitors who entered
1.2.3 Weaknessess
Do not have subtitute products
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Do not have any data for stock items
1.2.4 Strenghts
The main holders of the market
As the first pioneering products
Has all the necessary ingredients mother and fetus
2. Target Audience
• Pregnant Woman
• Age between 15-49 years old
• Class A, B and C1
• Concern with healthy life
• Hard worker
3. Program
To attract the attention of viewers, this TV program will invite one of the public
figure as an icon of Mommie's Friend, which is Widi Mulia. He is one of Be3
personnel who are pregnant with her second child. In addition, this TV
program will also bring you Septi Puspitasari, S. Gz, nutritionist and nutrition
for mothers and content and also dr. J Enud Surjana, obstetrician from RS
MMC, Jakarta ..
This program aims to launch other than Mommie's Friend, also aims to
educate pregnant women will benefit Mommie's Friend products are.
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3.2 Program Detail
"Our Caring Baby with Mommie's Friend" was created in order to reach the
target market is already determined. This program will be aired on Sunday,
April 11, 2010, at the television station Metro TV, at 20.00-21.00 WIB.
Metro TV has been the primary choice for this event, because Metro TV was
known as a TV station of news and information for Indonesiab people. As a
private television station, Metro TV always puts the quality of their programs.
So, Metro TV is the perfect place to launch Mommie's Friend.
Airtime selection was on Sunday, because on that day pregnant women who
were working all day will take advantage of their vacation to relax at home. As
for airtime, selected at 20.00 pm, because at that hour is the time to gather
with family and relax while watching TV.
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3.4 Sales Plan
Before product launching, the product will be distributed to the mom and
children hospital, drugstore and distributors over all Indonesia. In the
promotion period, Mommie’s Friend will give an extra piece for every pack.
This promotion period will be ended after third month of product launching.
Customer that has a good luck will get one set of baby clothes. The bonus is
limited.
At the last week before the launching, the product will be introduced at
drugstore such as Guardian and Century within open a stand. the purpose of
this introduction is to buzz the existence of the product so the awareness will
be increased.
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BAB V
Monitoring, Control & Evaluation
1. Monitoring
1.1 Brand
After the product has been launched, the next step is monitoring the Brand of
the product. There are five things that must be monitored, such as Brand
associations, Other proprietary brand assets, Perceived quality, Brand
awareness and Brand loyalty to get Brand equity.
Customer must be enhancing by providing valut for them such as, processing
of information, confidence in the purchase decesion and use satifaction. The
firm must be also provided by enhancing them with efficiency and
effectiveness of marketing programs, brand loyalty, prices/margins, brand
extensions, trade leverage and competitive advantage.
1.2 Service
Sense of service is a paradigm and commitment to always fulfill the every
changing needs, wants, and expectations of its customers through products
and services.
1.3 Process
A process is a specific ordering of work activities across time and place, with
beginning, an end, and clearly identified inputs and outputs. Process to a
supplier is a co-ordination to a customer. Process is the most abboying and
time consuming part of any transaction. People do not like complicated forms,
and long winded process.
2. Control Information
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Control information is focused on the immediate past. It report what has
happened, and also short term. It deals with day to day results.The
information fom marketing research need to control to measure the level of
success in market. From finance, the expected levels of revenue and cost that
has been achieved also need to control.
3. Evaluation
3.1.1 Product
After the Mommie’s Friend has been luanched, the main thing to consider is
customer satifaction. How to obtain customer satisfaction data is to
disseminate the survey to them.
3.1.2 Price
Price also has a significant influence in the market. If people thought that the
price didn’t appropriate, they will not buy the product. It must be seen through
the segmentation and the targeting that has been set up.
3.1.3 Place
How to evalute the place within monitoring the selling of the product in every
place that the product sold. The main thing that should be seen is how the
improvement of the selling. Is it directly got to the target market or not.
3.1.4 Promotion
The evaluation of promotion program can be seen on promotional tools. There
are Public Relation, Advertising and Sales Promotion. Is it the message has
reached the people or the target market.
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3.2 Product Launching
The process of product launching must be monitoring carefully. the evaluation
will concern to the fulfill of the launching objectives. There are:
• To create awareness
• To generate interest
• To generate initial sales inquires
• To overcome resistance
• To promote the brand image
• To attract and support distribution
Promotional Tools
Promotional tools should be handled all preassure from internal and eksternal.
There are so many things that must be evaluated, even to deal with it. Based
on TOWS analyze, the process of promotion must work based on the
objectives. The biggest threat that may arise is competitors. As a market
pioneer and market leader, this threat must be monitoring carefully and
counter attacked exactly.
3.2.2 Advertising
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Advertisements must be evaluated against the clear objectives. As with PR,
the mount of advertising space and time is important, but shorters and beeter
campaigns have more effect than not so good long ones. It is value that
counts. Value comes from how useful the information is to the client.
People can respond quite oddly. They may say that they hate an
adbertisement, but are seen buing the product offer. They may love the
advertising, but not change their buying behaviour. This phenomena must be
found out.
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