- Account Handling : Meiling
Position : Account Executive
Role and Responsibilities :
1.
Developed from merely taking instructions from the client to advising
the client company on the ways in which a product can be branded and
positioned in the market place.
2.
Contact all clients to establish the board requirements of the client
and to ensure that the various internal departments are brief to come up
with a solution.
- Creative Department : Devi Halim
Position : Creative Director
Role and Responsibilities :
To
communicate what the message of the brand to the public so that the
audience can understand with what the brand want to say with the
creative ways like picture, music, or copy writing.
- Media Department : Rinda Permata Sari
Position : Media Planner
Role and Responsibilities :
Researching,
planning and buying space and air-time also make a schedule when the
advertisement spread and choose the media that want to use.
- Production Department : Sella
Position : Production Manager
Role and Responsibilities :
Ensure
that the advertisement and commercial are ready to appear on the right
page, on the right day, or in the right slot at the right time in the
day’s viewing.
- Research Department : Rinda Permata Sari
Position : Research Manager
Role and Responsibilities :
Make a report that used to know how far that the target audience aware and interest with the brand.
Campaign Strategy
Product: Shoes Brand : Cross
Promotional Mix :
Ø Advertising: Advertising can reach many people. So, we can reach our target audience by using advertising.
Ø Sales promotion: People almost like gift. So, we serve them by giving gift if they buy our product.
Ø Public
Relation: the activity that we will do to support our launching is
making an article about “Good shoes for using”. An make a press
conference to tell details about our product.
By giving the fact in PR way, public will know more about good shoes, and our product.
Budget :
Sales promotion
Gifts (Rp 25.000 x 1000) = Rp 25.000.000
Member card (Rp 15.000 x 1000) = Rp 15.000.000
Rp 40.000.000
Media advertising
TV Commercial (Rp 15.000.000 x 10 x 8 x 2) = Rp 2.400.000.000
Magazine (Rp 6.000.000 x 24 x 4) = Rp 576.000.000
Rp 2.976.000.000
Publicity
Public Relations
Place Rp 15.000.000
Lunch (Rp 50.000 x 20) = Rp 1.000.000
Transportation Rp 3.000.000
Print material Rp 7.500.000
Rp 26.500.000
Total Rp 3.042.500.000
Our product is only selling at our shop at some mall in Jakarta, Bandung, and Surabaya. If the customer buys at our shop, they can get gift or discount for first two weeks and for 100 customers only.
We
choose this way because we want give our customer the best serving when
they go to buy the product. If we sell it on retailer or wholesaler, we
can not guarantee they are taking best service.
Advertising Strategy :
Target Audience
Sex : Female
Age : 18 – 25 years old
SES : B, B+, A
Education : University
Occupation : Career woman, College Student, Housewife.
Residence : Jakarta, Bandung, Surabaya
Advertising objective
- Launching our new product
- Gain public awareness & Interest
Creative Strategy
Promise:
Physical : By using these shoes, you will look fashionable and comfort, because it doesn’t harm your foot.
Emotional : You can be more confident and feel like princes.
Rational : Our shoes are made by smooth material which exported from Paris. All the best is only for our customer’s foot.
Media Selection
Primary media = Magazine and tabloid
We
choose magazine and tabloid because we want customer can see the
details of our product. And they can see the different than the other
product.
Secondary media= TVC
We choose TVC because it can reach a lot of people.
Media Schedule
|
05/04/07
|
06/04/07
|
12/04/07
|
13/04/07
|
19/04/07
|
20/04/07
|
26/04/07
|
27/04/07
|
|
10
|
10
|
10
|
10
|
10
|
10
|
10
|
10
|
| | | | | | | | |
|
03/05/07
|
04/05/07
|
10/05/07
|
11/05/07
|
17/05/07
|
18/05/07
|
24/05/07
|
25/05/07
|
|
10
|
10
|
10
|
10
|
10
|
10
|
10
|
10
|
From our analysis, we believe that our strategy can gain awareness and interest of our target audience.
Our Advertising agency is a Full Service Advertising Agency.
Because we can get the specific data like what we want and also have a continuity until the finishing step.
3 Advantage using Celebrity:
- Fans of that celebrity has more chance for buy and use our product
- The Celebrity can help us to make an image
- Public can accept our product promotion better.
3 Disadvantage using Celebrity:
- Use Celebrity means spent much money
- Hard to suitable schedule for road show
Our
advertising agency is full service, so we do not need any other type of
advertising agency because all of what we need already include on it.
Layout
One
Princess at her kingdom use blue dress. Long of Dress that the princess
uses is only to knee. So, our shoe can look up. And there is a
sparkling effect to give a glamour effect.
Storyboard
Scene 1 : A girl at her bad room
Scene 2 : That girl fined a box like treasure box, and she get the shoe.
Scene 3 : When she wearing that shoe, she become a princess
Scene 4 : The other girl at her office, look bad mood, and stress.
Scene 5 : Her ballpoint go down, when she want to get it up, she look box in gold
Scene 6 : She opens that box, and wears that shoe.
Scene 7 : Her office change to be a kingdom.
Scene 8 : 1st girl and 2nd girl meet and they say together.. “Cross is the right shoes for u and come to us and be a princess.”
10 stages to producing Television Commercial advertising:
1. Feasibility study
2. Initial approval
3. Appointment and role of the producer and the production assistant
4. Choosing the director, and detail costing
5. Detailed planning
6. Filming
7. Post - production editing
8. Approval
9. Repeat Showing
10. Despatch of commercial for transmission
Above The Line Media
Primary:
Television : Rp 4.500.000.000
We
choose television as a primary media because television can
visualisation how strong that our shoes product and that can explain
that our shoes product can make someone who wear that become more
confidence also television can reach a huge of our target audience.
Secondary:
Magazine and tabloid : Rp 150.000.000
We
choose magazine and tabloid because our target audience are young
female. We believe that the young female very like to read any magazine
and tabloid to look the up date fashion.
Radio : Rp 75.000.000
The
young female really like to hear the radio and also the research from
the scientist said that the people can do all things that they hear.
Because of that, we are really believed that our target audience can
remember our product.
Below The Line Media
Billboard : Rp 25.000.000
We
choose billboard as our below the line media because billboard placed
in the strategic place so our target audience can look many times even
if they pass the same way.
Sekian, semoga bermanfaat...