Mid Test

Branding and Marketing Communication

MM 6031

By
DIMAS RADHITYA WAHYU PRATAMA
Executive MBA 54
29115738

Master of Business Administration Program

School of Business and Management
Institut Teknologi Bandung
2017
1. Can you think of yourself as a brand? What do you do to “brand” yourself?
 Brand not only about product ( good & services) but also can be use for
organization, people, place and abstract images. We could create ourselves as
brand for some purpose likes want to be public figure such as politicians,
entertainers, professional athletes or professional worker .
 To brand myself , I need to focus in :
a. Identifying and developing personal brand plans
Brand planning, uses the following three interlocking models :
o Brand positioning model describes how to guide integrated marketing to
maximize competitive advantages.
o Brand resonance model describes how to create intense, activity loyalty
relationships with customers.
o Brand value chain is a means to trace the value creation process for brands,
to better understand the financial impact of brand marketing expenditures
and investments.
The key concept at this step are : mental maps, competitive frame of reference,
point of parity & point of difference, core brand association and brand mantra.

b. Designing and implementing personal brand marketing programs to

build personal brand equity
The key concept at this step are : mixing and matching brand element,
integrating brand marketing activities, leveraging secondary association.

c. Measuring and interpreting personal brand performance

Three key steps are conducting brand audits, designing brand tracking studies,
and establishing a brand equity management system.
The task of determining or evaluating a brand’s positioning often benefits from
a brand audit. A brand audit is a comprehensive examination of a brand to
assess its health, uncover its sources of equity, and suggest ways to improve
and leverage that equity. A brand audit requires understanding sources of
brand equity from the perspective of both the firm and the consumer. Once
marketers have determined the brand positioning strategy, they are ready to
put into place the actual marketing program to create, strengthen, or maintain
brand associations.
Brand tracking studies collect information from consumers on a routine basis
over time, typically through quantitative measures of brand performance on a
number of key dimensions marketers can identify in the brand audit or other
means.
A brand equity management system is a set of organizational processes
designed to improve the understanding and use of the brand equity concept
within a firm. Three major steps help implement a brand equity management
system: creating brand equity charters, assembling brand equity reports, and
defining brand equity responsibilities.

d. Growing and sustaining personal brand equity

Maintaining and expanding on brand equity can be quite challenging. There
are 3 keys to make personal brand growing and sustain :
 Defining Brand Architecture
 Managing Brand Equity over Time
  Managing Brand Equity over Geographic Boundaries, Cultures, and Market
Segments

2. Take a trip to supermarket :

a. Evaluate the in-store marketing effort. Which categories or brands seem to be

receiving the biggest in-store push? What unique in-store merchandising efforts
do you see?

Last week I went to Alfamart which is close to my home and I found Indofood
Snack Food products : Chitato, Cheetoz ,Qtela, Lays ,Chiki Snack are received
the biggest push strategy in store.
The unique effort are :
 The number availability of displayed stock are more than another product
 Space is located close to entrance door to easier consumer reach and buy
the product
 Sign of bundling promo if buy 2 units Qtela (60 gr) will get 1 unit
Indomie Goreng (84 gr) free
 Decoration of shelf is unique in order to attract consumer by sensory
especially for children as their target market

b. Observe the extent of private-label brands. In which categories do you think

private labels might be successful? Why?

I will give the example of private label that I found at Alfamart is “Alfamart”
private label. The product are : Alfamart Tissue, Alfamart Mineral Water,
Alfamart Chocolate Meises, Alfamart Masker, Alfamart Floor Cleaner &
Alfamart Hand Sanitizer.
Private label might be successful in following category :

 Competitive price
Set price of private label lower than another major brand
 Quality ensured
Private brand is produce by big manufacture with good quality of product
 Private label may success if changed the design and create innovation
packaging to interact sensory of buying by consumer
 Placement in store should be next to major brand product so consumer will
think to buy private label which has good quality & lower price

3. Choose a package of any product in supermarket : Dji Sam Soe (Cigarettes)

a. Asses all its brand element

 Logo :
Logo Dji Sam Soe is 234. Very simple logo on package & easy to
remember.
 234 if we add all the number would be 9 which is 9 is the highest
number in numeric between 0-9 . There are 9 stars above of 234 and
each star has 9 standpoint (sudut) which mean 9 points of compass.

 Tagline :
Tagline Dji Sam Soe in adv is “Sejarah Cita Rasa Tinggi”, which make
perfect impession of heritage the best kretek cigarettes product that
ever made.

b. Assess its contribution to brand equity

Source of brand equity are brand awareness (brand recognition, brand recall),
brand image ( strong, favorable and unique brand association), brand identity,
brand loyalty and attibute perceived quality.

Dji Sam Soe :

 Level awareness
People aware 234 as Dji Sam Soe product
 Strength
The best kretek cigaretes with highest quality
 Favorability
Consumer who want to smoke with the best taste of kretek cigarettes (
create emotion to try the best kretek cigarettes)
 Uniqueness
Event the price is premium ( expensive ) however Dji Sam Soe able to grab
all segmentation market from low class consumer, middle class consumer
and high class consumer. Dji Sam Soe associate with heritage of the best
kretek cigarattes ever made.
 Brand identity
Identity of Dji Sam Soe is heritage premium kretek cigarettes. The logo on
the package never change and consistent to deliver message to consumer as
the best kretek cigarettes
 Perceived Quality
Consumer will not doubt about product offered by Dji Sam Soe because Dji
Sam Soe keep the highest quality in kretek cigarettes for more than 100
years
 Brand Loyalty
Dji Sam Soe positioning their product as heritage kretek cigarettes and the
price quite expensive however brand loyalty of Dji Sam Soe could reach
target market from low class consumer until high class consumer

4. Choose a popular event : Jazz Festival

Who sponsors it : Dji Sam Soe Super Premium

How are they building brand equity with their sponsorship?

The positioning of Dji Sam Soe Super Premium is Exclusive Dji Sam Soe Kretek
Cigarettes. If we look the packaging, Dji Sam Soe Super Premium has a black box
and if we open the box, the kretek ciggaretes covered with gold foil which make it
exclusive than regular Dji Sam Soe and the price is at IDR 18,000 higher than
regular Dji Sam Soe at IDR 14,000. The target market Dji Sam Soe Super Premium is
energic young executive, 30 – 40 years old which has salary above at IDR 10,000,000
monthly. Most of people who listen jazz music is from social high class and they have
high level taste of music . The lowest price for this event is about IDR 750,000 per
person which is lowest and middle class consumer not willing to enter the Jazz Music
event. It can associate with Dji Sam Soe Super Premium which has high level taste of
kretek cigarettes. Dji Sam Soe try to build brand equity by bring and deliver
emotional level to target consumer about Dji Sam Soe Super Premium by invite
famous Jazz singer and band from local and abroad at Jazz Festival event that held in
several city in Indonesia. The consumer will feel exclusive if they buy Dji Sam Soe
Super Premium because Dji Sam Soe success to bring emotional image to consumer .
Consumer feel satisfy with money that they expense to buy the product.

Are they integrating the sponsorship with other marketing communications?

Yes they are. IMC that Dji Sam Soe do to make the Jazz Festival event success is by
introduce the event to public by :
a. Advertising
- Television : Metro TV is the right TV channel to announce Dji Sam Soe
Super Premium Jazz Festival due to the audience of Metro TV is well
educated people, mostly young executive person watch Metro TV.
- Billboard which advertise Dji Sam Soe Super Premium Jazz Festival Event

b. Public Relation
Build engagement with media team (journalist) to explain and introduce Dji
Sam Soe Super Premium Jazz Festival before media team publish the article at
newspaper. For media partnership of this event Dji Sam Soe do engagement
with Kompas,The Jakarta Post and Jawa Pos

c. Direct Marketing
Publish Dji Sam Soe Super Premium Jazz Festival at Dji Sam Soe website,
inform run down schedule, guest star, distribution of sales ticket,etc.