Chapter I

Situation Analysis

I.1 Company Logo I.2 Product Info I.3 Product Pictures I.4 SWOT analysis I.5 STEEPLE analysis

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I.1 PR consultant & Company Logo

PR consultant Logo

Company Logo

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I.2 Product Info

Product Name : BabyOat Product Type : Milk containing oat cereal for toddlers Price Range : Rp 30,000 - Rp 60,000

BabyOat is NutriChilds new innovative product. It is milk that contains oat cereal, means that it contains more fibre than other toddlers milk. BabyOat is served in 3 packaging, 40 grams sachet, 400 grams refill sachet and 700 grams bottle.

I.3Product Pictures
Products Logo

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Packaging 1

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Packaging 2

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Packaging 3

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I.4 SWOT Analysis

Strength :

- Milk with oat cereal

- Containing high-fibre that is good for kids Weakness : - Not all kids, especially toddlers will like oat cereal. - Our nutrition contained is not as high as other formula milk Opportunity : - Innovative product, so theres no direct competitor yet Threats : - Our product doesnt have market share yet. - We cant ensure the public trust to our product yet, because Babyoat is for toddlers whose parents are still concerned much about the nutrition they consume - the dominance of formula milk is still quite high.

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I.5 STEEPLE Analysis

Social and cultural :

Indonesian people habits, they like instant things, including in food. Some parents are extremely busy, sometimes they dont have time to make proper food for their kids

Technological and product innovation :

Dairy industry in Indonesia is already good and promising. The technology used in the industry is already modern that can ensure only good bacteries contained in a product

Economic and market competition :

There are people in Indonesia that already have high buying power, but we can not forget that there are also people who dont, so we set the price range that is still affordable to our target market Rp 35.000 - Rp 60.000

Education, training, and employment:

Indonesian people knowledge about the big benefits of oat is still low Some parents still doubt which food is good and one is not to be consumed by their kids Some people still do not know that oat can help maintaning body weights and preventing obesity Staff need to be pushed to keep innovating in products

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Political :
According to Indonesia competition regulation, it is not allowed any activities that impose competitors product Indonesias politics stability is at a normal and stable level

Legal :
To sell food and beverage products legally in Indonesia, there are several institutions that have to approve, such as MUI and BPOM

Environmental protection : Environment condition in Indonesia is something that needs to be worried about, we can see how pollution and plastics everywhere

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Chapter II

Objectives

II.1Strategic Objectives II.2Tactical Objectives II.3 Press Conference Event Concept II.4 Product Launching Event Concept II.5 Design for Event Concept

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II.1 Strategical Objective

To increase awareness of baby oat by 15% , by the end of March 2012

II.2 Tactical Objective

Increase the publication of Baby Oat in media , so the customer will know more about the product Make a new event every year to make the customer aware for the product Make a charity program for UNICEF Deliver information to customers that can help them gaining the understanding of the product.

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PRODUCT LAUNCHING AND PRESS CONFERENCE Venue : XXI Ballroom, Djakarta Theatre Building 2nd Floor Jl. MH Thamrin No. 9 Jakarta 10340, Indonesia Phone : +62-21-3922656 Fax : +62-21-3920472 Day/Time : December 24th 2011, 12.30 - 17.00 WIB Theme : Nutrition for Mothers Best

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II.3 Press Conference Concept

Press Conference will be held at XXI Ballroom. Event starts with registration process. After that, press conference will be opened by the MC who will also introduce our General Manager Mr. Bambang Sumianto as the source person on the press conference. Then, our General Manager will give a presentation about BabyOat. The event continues with Q&A session who will be moderated by MC. Press conference will be closed also by the MC and ended with lunch break

RUNDOWN
PRESS CONFERENCE
NO 1 2 3 4 5 SCHEDULE Registration Welcoming Note Introduction to Product Question & Answer Closing MC PIC Team Registration MC GM TIME 12.30 - 13.00 13.00 - 13.05 13.05 - 13.25 13.25 - 13.55 13.55 - 14.00

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II.4 Product Launching Concept

The theme of our product launching is Nutrition for Mothers Best, which will be held at XXI Ballroom, two days after Mothers Day. This event will also be a form of appreciation to mothers. We are making the event as a semi formal event.

Event starts with registration process, then the invitees will enter the Ballroom through the yellow-goldish carpet. In the carpet, the invitees will take a snapshot - where BabyOat backdrop will be the bckground of the snapshots which the photograph will be given as a souvenir by the end of the event.

Then, the floor crew will bring the mother and kid to a photo booth, where the kid will join the OatGenic contest. OatGenic is a contest where the toddlers will be photographed holding BabyOat bottle package. The booth is decorated also with BabyOat backdrop as the background of the photos taken. The winner of the contest will be offered as our model for BabyOat TV Ad.

Then, the kids will be brought to a separate room where they will be guarded by daycare service provided by My Tootsie Bear. There, they will have their own activities and games. The separate room is decorated with BabyOoat balloons, toys and baby carpet, and other equipments will be provided by My Tootsie Bear. Meanwhile, other invitees will be seated in the main ballroom where they will be welcomed by BabyOat atmosphere in the room. There will be BabyOat backdrops on the stage, BabyOat balloons, the chairs color is yellow-goldish similar to BabyOat color theme, and all of the crew and ushers are wearing BabyOat uniforms. In the room, our Director Mr. Ahmad Ramdan will give a welcoming speech and continue with a presentation about BabyOat

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by our General Manager Mr. Bambang Sumianto. The presentation will be ended with a formal and official launching.

After the launching, the invitees will be entertained by our invited well-known singer. The event will continue to a light talk show which will discuss about good nutrition for toddlers. The talk show will present a doctor as a source person and a mom-celebrity as a guest star.

While the invitees enjoy the light talk show given, the toddlers will prepare to bring a flower. After the talk show, then the kids will get out of their room and together will give the flower to their mom while our invited singer will be singing Bunda.

The event will be closed by MC and the invitees will be welcome to enjoy the meals served. After all will be done, at the exit door, the crew will already be prepared to give the goodie bags to the invitees.

RUNDOWN
PRODUCT LAUNCHING
NO 1 2 3 4 5 6 SCHEDULE Registration Welcoming Speech Presentation Entertainment Light Talk Show Entertainment and Meals PIC Team Registration Director GM Artist MC+Physician Nutrition+Guest star Artist + Invitees TIME 15.00 15.45 15.55 16.15 15.45 15.55 16.15 16.25

16.25 - 16.45 16.45 - 17.00

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II. 5 Design for Event

Red Carpet 1

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Photo Booth

Stage and Ballroom

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Stage for baby

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X-Banner

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Baloon

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Ushers Dress

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Crew T-Shirt

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Registration Book

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Invitation for press conference

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Invitation for product launching

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Chapter III

Publics

III.I Target Market III.2 8 Publics

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III.1 Target Market:

1. Social Grade: A2-B2 2. Geographic Segmentation: Indonesia, Big Cities such as: Jakarta Surabaya Medan Yogyakarta Semarang Palembang Denpasar Banjarmasin Bandung Makassar

3. Demographic Segmentation: -Age: 25 36 years old -Gender: Female -Family Size: 2-3 People -Income Level: UMR +/- Rp 3 Million 10 Million -Occupation: Housewife, Employee -Education: Bachelor degree -Religion: flexible (Halal) -Race: All Races

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III.2 The 8 Publics

1) 2) 3) 4) 5)

Suppliers : PT Gandum Kencana Mas, PT Bayi Kiddy Indonesia, Curbell Plastics Money Market : BCA and HSBC Distributors : Alfamart, Indomart, Carrefour, Ranch Market, FoodHall, Hypermart Consumers : Toddlers age 1-3 years old Opinion Leader : Physician nutrition, and celebrities invited to the event

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Chapter IV
Media

IV.1 IV.2 IV.4

Press

Radio & Television Press Release

IV.3 Expert Opinion

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IV.1 Press
a.

Magazine:
Type Address Parenting MagazineJl. Taman Ubud No. 3 Kuningan Jakarta 12950 Telp: (021) 527-7302 Fax: (021) 527-7303

No Name 1 Parents Guide

Parenting

Parenting MagazineJl. HR Rasuna Said Kav B 32-33 Jakarta 12910 Indonesia Tel: (021) 522-1423 Fax: (021) 520-1080

Femina

Women Lifestyle Magazine

Jl. HR Rasuna Said Kav B 32-33 Jakarta 12910 Indonesia Tel: (021) 525-3816 Fax: (021) 520-9366

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Kartini

Women Lifestyle Magazine

Jl. Garuda No. 80A Jakarta Pusat Telp: (021) 428-01905

Kartika

Women Lifestyle Magazine

Jl. Garuda No. 80A Jakarta Pusat

Mother & Baby

Parenting MagazineWisma Kosgoro Lt. 6 Jl. M.H. Thamrin 53 Jakarta Pusat 10350 Telp: (021) 39832381/2 Fax: (021) 3192-6523 Parenting MagazineJl. HR Rasuna Said Kav B 32-33 Jakarta 12910 Indonesia Tel: (021) 525-3816 Fax: (021) 520-9366 Parenting MagazineJl. Kayu Putih Selatan No. 74 Jakarta Timur Telp: (021) 4786-3434 Fax: (021) 688-15515

Ayah Bunda

Anakku

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b.

Tabloid:
Type Parenting Tabloid Address Gedung High End 4th Floor Jl. Kebon Sirih 17-19 Jakarta 10340

No Name 1 Mom And Kiddy

Nova

Women Lifestyle Tabloid

Gedung Gramedia Pustaka Utama Lt.6 Jl. Palmerah Barat 3337 Jakarta 10270 Telp: (021) 536-77834 Jl. Tebet Barat Raya No. 52 Jakarta Selatan 12810 Jl. Kramat II No. 13-E Jakarta 10420 Telp: (021) 392-5873 Fax: (021) 392-5508 Jl. Tebet Barat VIII No. 27 Jakarta Selatan 12810 Email : yjp@yjp.or.id

Wanita Indonesia

Women Lifestyle Tabloid

Ibu dan Anak

Parenting Tabloid

Jurnal Perempuan

Women Lifestyle Tabloid

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Nakita

Parenting Tabloid

Jl. Panjang No. 8A Kebon Jeruk Jakarta Barat 11530 Telp: (021) 5369-6651 Fax: (021) 530-4046

c.

Newspaper
Type Broadcast Address Jl. Palmerah Selatan No. 26-28 Jakarta Selatan 10270 MNC Tower Lt. 22 Jl. Kebon Sirih Raya No. 17-19 Jakarta 10340 Telp: (021) 392-6955 Fax: (021) 392-9758

No Name 1 Kompas

Seputar Indonesia

Broadcast

Media Indonesia

Broadcast

Kompleks Delta Kedoya Jl. Pilar Raya Kav. A-D Kedoya Selatan, Kebon Jeruk Jakarta Barat Jl. Dewi Sartika No. 136-D Jakarta 13630 Kebayoran Center Blok A11-A15 Jl. Kebayoran Baru, Mayestik Jakarta 12240

Suara Pembaruan

Broadcast

Tempo

Broadcast

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IV.2 Radio and Television

a.

Radio:
Type Women Lifestyle Radio Address Menara Imperium Lt. 31C Jl. HR. Rasuna Said Kav. 1 Jakarta Selatan Telp: (021) 8317718/9 Ratu Plaza Office Tower 20th Floor Jl. Jend. Sudirman Kav. 9 Jakarta 10270 Telp: (021) 722-3522 Fax: (021) 722-3350 Jl. Borobudur No. 9 Menteng Jakarta 10320 Telp: (021) 392-9120

No Name 1 Women Radio

Female Radio

Women Lifestyle Radio

Delta FM

Broadcast Radio

Cosmopolitan

Women Lifestyle Radio

Gedung Sarinah Lt.8 Jl. MH Thamrin II Jakarta Pusat Telp: (021) 314-6545

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b.

Television:
Type Broadcast Address Jl. Raya Perjuangan No. 1, Kebon Jeruk Jakarta Barat 11530 Telp: (021) 5303540/50 Fax: (021) 532-0906 Gedung Sentra Mulia Lt.18 Jl. HR. Rasuna Said Kav X-8 No.6, Kuningan Jakarta Selatan 12940 Telp: (021) 522-2086 Fax: (021) 522-9174 Jl. Damai No.11 Daan Mogot Jakarta 11510 Telp: (021) 567-2222 Fax: (021) 565-5756

No Name 1 RCTI

ANTV

Broadcast

INDOSIAR

Broadcast

TRANS 7

Broadcast

Menara Bank Mega Lt. 20 Jl. Kapten Tendean Kav. 12-14A Jakarta 12790 Gedung Ario Bimo Sentral Jl. HR Rasuna Said Blok X-2 Kav 5 Jakarta 12950 Telp: (021) 5292-1115 Fax: (021) 5292-1771

GLOBAL TV

Broadcast

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O CHANNEL

Broadcast

SCTV Tower - Senayan City 16th Floor Jl. Asia Afrika Lot. 19 Jakarta 10270 Telp: (021) 7278-2200 Fax: (021) 7278-2201

IV.3 Expert Opinion

1) Celebrity Doctor

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IV.4 Press Release

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Chapter V
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BUDGET

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No

Description CONSTRUCTIO N

Pax Qty Frq

Harga Deal Revisi Satuan Total

Keteran gan

a. Main Stage 4 b. Backdrop c. Baloons

m2 16 m2 x2,5 975,000 750 3,900,000 75,000

Price included in XXI Ballroom

100 pcs

Invitation - Magazine - Tabloid - News Paper - Television - Radio - Suppliers - Pre-Schools - Banks - Distributors 8 6 5 4 6 3 10 2 6 pcs pcs pcs pcs pcs pcs pcs pcs pcs 6,500 6,500 6,500 6,500 6,500 6,500 6,500 6,500 6,500 52,000 39,000 32,500 26,000 39,000 19,500 65,000 13,000 39,000

EQUIPMENT Price included in XXI Ballroom

a. Sound System (inc. Tools)

kw

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b. Venue Decoration

pax

Price included in XXI Ballroom Price included in XXI Ballroom Price included in XXI Ballroom

c. AV System

- LCD in focuss d. Printer e. Photo Paper 2 units 250,000 1,000 500,000 350,000

350 pcs

Stage Management Mic crew Sound Designer Multimedia Designer 2 2 2 prs prs prs 1,000,000 1,000,000 1,000,000 2,000,000 2,000,000 2,000,000

Crew Usher Registration Equipment Food and consumtion 4 2 3 2 prs prs prs prs 300,000 450,000 500,000 450,000 1,200,000 900,000 1,500,000 900,000

Promotion & Material Promo a. Banner 4 480,000 1,920,000

MEALS & REFRESHMENT 7 S

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a. Artist

Price included in XXI Ballroom Price included in XXI Ballroom Price included in XXI Ballroom

b. Crew

20

d. Invitee

200

VENUE Permit a. XXI Ballroom 1 298,000,000 298,000,000

DOCUMENTATI ON Price included in XXI Ballroom Price included in XXI Ballroom

a. Photography

prs

b. Video

prs

10

TALENT FEE

a. MC Ade Herlina 1 prs 8,000,000 8,000,000

b. Singer / Artist Bunga Cinta Lestari 1 prs 80,000,000 80,000,000

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c. Speaker Lula Kamal 1 prs 8,000,000 8,000,000

Hadiah untuk pemenang 11 "Oat Genic" - First winner - Second Winner - Third Winner 1,000,000 700,000 500,000

12

Goody bag - Thermos - Handkerchief - Pen - Notes - Sticker - Press Release 300 units 300 pcs 300 pcs 300 pcs 300 pcs 70 pcs 75,000 15,000 4,000 7,000 750 1,000 22,500,000 4,500,000 1,200,000 2,100,000 225,000 70,000

13

Uniform for crew - Stage management - Crew - Usher 6 7 4 prs prs prs 46,000 46,000 65,000 276,000 322,000 260,000

14

Flowers

35

pcs

5,000

175,000

15

ID Cards

24

pcs

15,000.00

360,000

16 Photo Frame 200 pcs

10,000

2,000,000

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17

Daycare Service

7,250,000 7,250,000

18

Registration Book

pcs

100,000

300,000

Total Organizing Fee (10%) Grand Total

455,308,000 45,530,800 500,838,800

Chapter VI

Evaluation

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Quantitative :
2) 3) 4) 5) How many journalists come to the events? How many invitees come to the product launching? How many media that publish about our events? How many product items are sold during the product launching

Qualitative :
1) How is the review article from media invited about our events?

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Chapter VII

Attachment

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