The Journey.........

JIGUJA
oUT oF tHE bOX
MARKETING STRATEGY
(PROPOSAL)

At first, JIGUJA known as the drink after

you drink
Becoming talk of the town..amongs
drinkers or clubbers
Re-positioning to a more positive way...as
a natural DETOX drink
And so the story goes.....

Once upon a time....

To expand the market, increase

awareness and usage Brand Business

Wants to give an added value as a LIVER

drink (try to re-positioning)

JIGUJA Natural DETOX and LIVER drink

This is our story...

Liver has more than 500 functions, such as : detoxification,

metabolism, sugar blood control, blood cell regeneration,
etc.

High incidence of liver problem, specially in southeast asia.

(more than 50% had liver problem in the age of 50,
worldwide)

Low awareness about liver problem in Indonesia

Vague symptoms for liver problem hard to recognize

Liver market...

JIguja
Natural DETOX drink
Advanced, Modern, Premium, Lifestyle

Prevention

Case study ??

Liver Drink
Functional, Treatment, Segmented

Curative

PERSONALITY VALUES
Alami / herbal
Terpercaya
Inovasi
Pelindung

REASON TO BELIEVE

CORE IDENTITY
Inovation
ESSENCE

Natural

Natural
DETOX

Secure

Mengandung
bahan alami yang
efektif untuk
membantu
meningkatkan
kinerja liver untuk
proses detoksifikasi

Protection/Prevention
RELATIONSHIP

PRODUCT
PERFORMANCE

Work Hard, Play Hard

Inovasi produk herbal

untuk membantu
kinerja liver dalam
melakukan proses
detoksifikasi

USERS
Male/Female; 25-45 YO, SES AB,
Quality seeker, urban
CUSTOMER RELATIONSHIP

Rutinitas setiap hari di kota besar, seperti: bekerja keras, polusi,

makanan tidak sehat, kurang istirahat membuat hidup kita tidak
seimbang dan tubuh akan kesulitan untuk membuang semua
racun/toksin yg terakumulasi dalam tubuh dan rawan menderita
gangguan liver (sebagai pusat detoksifikasi)

JIguja

VALUE
PROPOSITION
Functional Benefit:
Menjaga kesehatan liver dan
membantu detoksifikasi
secara alami
Emotional Benefit:
Aman, nyaman, terlndungi
Self Expressive Benefit:
Natural

TARGET MARKET
TOM

AWARE

SPONTANEOUS

EVER USED

INTERESTED
TO TRY

MOST OFTEN

1st Priority

OCCASIONAL

2nd Priority

NOT AWARE

NEVER USED

LAPSED
3rd Priority

Marketing Objectives

NOT
INTERESTED

Triangle Strategy

Awareness

Trial
Education

Brand Business

Experience

Short Term 3-6 months :

Strengthening our position as natural DETOX
drink simultaneously educate market about
LIVER (DETOX = LIVER)
Build customer base for DETOX market, by
giving Brand Experience DETOXification
process
Amplifying customer experience / testimonial
thru flyer, social media, radio program, etc.

Marketing Activity

Long Term 6-18 months :

Launch TVC
I love my liver, how about you?
Love your Liver, Live Longer (4L)

Launch consumer activation :

Work Hard, Play Hard...balancing your life!
Fun bike, Yoga, Party(sponsorship), etc.

Launch consumer promo :

Buy 2 Jiguja and win a :
Ipad, other gadgets, etc
trip to BALI Party, Detox Package treatment
trip to Singapore Zouk Out Party @ siloso beach

Marketing Activity

Radio Ad
Radio Program:
DETOX Moment (testimonial)

Quiz
DETOX Challenge

Talkshow
DETOX = Liver

ATL
TVC Create new TVC to boost up awareness
about LIVER :
Love your Liver, Live Longer!
I Love my Liver!

* Reference : NBA TV Commercial

Brand Experience
Mall / Public Area
Office
Institution

JIGUJA
DETOX Zone

Let customer experiencing DETOX

while we educate them about Liver
(DETOX = Liver)

Gimmick

Promotion

JIguja

JIguja
JIguja

JIguja

JIguja

JIguja

JIguja

Facebook Fan Page

Twitter
As a bridge or alternative media to create BUZZ
amongst Target Market (testimonial)
Digital Media

Thank You..
steffen.kurniawan@gmail.com