Revised by 1st Presentation

26 February 2014

IMC Campaign Strategy

for Philips Iron HD1172

Present By
 Agenda
1. Recap Brief :
a. Background & Target Market
b. Communication & Marketing
Objectives
c. Product Hero
d. Reasons To Believe & Key Message
2. Market Insight
3. Communication Idea & 360 Campaign
Strategy & Rationale
4. Details Strategy
5. TimeLine
6. Budget Estimation
 Recap Brief
Background Target Market
• Philips Garment Care is the 2nd,
44% for Philips & Maspion 35% in
Market Share
• Perceived as Premium Price
Segment, while Maspion is very
strong in Lower Price Segment
• Durability is a main concern, • Female/Housewife
Domestic Helper is a big influencer • 30-40 yo
• Has to be stand out in product • ABC1
display area • Living in tier 1 & 2 cities
• The descending sales since 3 • Maspion users
months ago, due to price increased • As secondary TM : Domestic Helper as a
close influencer
 Communication
Objectives
• Bring awareness and
understanding about the
Philips Dry Iron product.
• Create interest and needs of
the product to consumers.
• Make Philips become their
sales preference brand for the
iron
Marketing
Objectives
• To grow 20% nationwide all channel
: Traditional & Modern
• Drive the consumers to switch from
Maspion into Philips due to quality
& durability
• Maintain Loyalty consumers when
they repeat purchase
 Ultimate goals

Create good Good Good

sales in awarenes understanding
Traditional + About the + to the product
And modern Product hero message &
store In the market values
Product Hero
 Reason To Believe
• Quality proven for 20 years
• 5 years warranty of heating element for
the product
• Support with Philips advance technology
• Stainless steel housing to reduce damage while
dropped

Key Message
Durability!
Proven for 20 years usage
 Saya pakai
Philips Iron
Market Insight
Dry karena
ibu saya Lebih mudah
dipakai
Saya pakai dibanding
Philips Iron Urban
setrika modern
Dry karena female/moms
lainnya
tahan lama

Philips Iron Domestic helper

dry
harganya
terjangkau Saya ingin ART
Enak dipakai,
saya mengerti
pas beratnya,
cara pemakaian
cepat licin
sesuai dengan
bahan baju saya
 Communication Idea

Advance in
technology
Proven for 20
years

Recommend
to your
friends &
relatives

Philips Dry Iron

“Teman Andalan Semua Generasi”
 Creative Rational
Teman Andalan Semua Generasi

Teman Andalan Semua Generasi

• Philips is a reliable • Accompany many
partner for every generation from Grand
mother to protect parents to kids.
their family clothes. • Give them a best look
• Protect any kind of and style in Fashion.
fabric materials for any
ocassion. • Maintain their clothes
• Help to give any with our best product.
direction and solutin • Show the durability of
for every mother how the product.
to maintain and guard
their clothes
 Deeper Understanding
Teman untuk Keluarga
selama 20 tahun
Teman yang
Teman yang Memberikan
Menjaga Teman Andalan perlindungan
Temannya Semua Generasi selama 5
dengan baik tahun ,tanpa
kecuali
Teman yang bisa
merekomendasikan yang
terbaik untuk temannya
 Sales
angle
Campaign Idea
Philips Dry Iron
“Teman Andalan Semua Generasi
“Kebersamaan” (antar generasi maupun lintas generasi/Heritage)

Sales angle

“Beli Bareng, Untung

Bareng”
 A Glance

“Beli Bareng, Untung Bareng”

Ajakan kepada target market Philips Dry Iron untuk
membeli setrika Philips bareng teman2nya :
#beli 2 product bareng 1 orang temannya disc 20%
#beli 3 product bareng 2 orang temannya disc 30%
Dst…..

Maximum disc yang diberikan adalah 50%

360◦ Campaign Strategy

BTL
Teman Andalan
Semua Generasi
 “Beli
Bareng..
Untung
Bareng”
ATL Digital
1. BTL Activity
• Gerebek Kampung

TR • Gerebek Pasar
• Untung Bareng Philips

• In-Store Promo

MR • Join The Exhibition

• Offices Fashion Bazaar
 Traditional Retail (TR)

Philips“Teman Andalan Semua Generasi”

“Beli Bareng.. Untung Bareng”

•Mobile Branding
Gerebek Pasar •Random Check Display untuk Toko2
•Product Display •Dengan mekanisme misterius, seolah2
•Selling “Beli Bareng.. Untung Bareng” menjadi pembeli
•Mobile Branding
Gere
•Sales Gimmick bisa dapat voucher
•Product Display
•Memberikan apresiasi kepada pemilik
Photo Bareng Artis Ayu Ting Ting di toko yang telah mendisplay brand
Gerebek Pasar •Selling “Beli Bareng.. Untung Bareng” Phlips dengan efektif
•Woro2 Gerebek Pasar •Sales Gimmick Photo Bareng Artis “ Ayu •Retailer merasa untung telah
•Data Base Acquisition
Ting Ting Traditional Retail/General Trade
mendisplay Philips
•Hiburan Organ Tunggal
•Edukasi ke Toko “Cara Display

Gerebek Unik/Sesuai Aturan/Eye Catching”

Untung Bareng
Kampung Philips

Small Big Small

 Modern Retail (MR)

Modern Trade (Carrefour,

1. In-store Promo Hypermart, Giant, Lotte, Superindo)

Contents :
Small Booth 2x2m
• Branding Booth
• Selling : Beli Bareng.. Untung Bareng
Jabodetabek/ Bandung / Sby
• Product Knowledge & Demo

2. Join in to Women/Fashion/Moms Sponsorhip program

Exhibition

Contents : Medium Booth 3x6m

• Branding Booth
• Selling : Beli Bareng.. Untung Bareng Jabodetabek/Bandung/ Surabaya
• Product Knowledge & demo
• Entertainment & Games
 3. Embeed at various Fashion Offices Building
Bazzar Expo

• Branding Booth Small Booth (Pop Up Desk)

• Trade In Program
Jabodetabek/Bandung / Sby
2. Digital Activity
Heritage Family Tips &
Photo Trick/Trend by
Competition Fashion Advisor

BannerPromo
KOL & Buzzer at Segmented
online
 Digital Activity
Teman Andalan Semua Generasi
Description:
• Microsite : www.temansemuagenerasi.com
• Create a heritage bonding experience between every family in digital medium
• Let every family from every generation share and perform it best in various digital activity
• Talks due to Philips technology  High Quality & Durability
• Proven for 20 years - Heritage family  tahan lama dari mulai saya kecil hingga saya
mempunyai keluarga

1. Heritage Family photo Microsite Twitter

Competition
Facebook Instagram
• A Photo competition which every family
be challenged to share their family photo.
• It can be from1st and 2nd generation or
complete with all generation.
• They must share their best style and
costume with the Philips Dry Iron
 2. Untung Bareng Miss
Andalan (Fashion Advisor)
Facebook
Twitter Pinterest
2. Family story Competition

• Twitter
Miss Andalan is a iconic creation as a Fashion Advisor via digital from Philips
• Untung Bareng Miss Andalan adalah ketika seolah2 kita bersama teman andalan kita berbagi
bersama semua urusan wanita terutama sisi Fashionably
• How the Iconic from Philips will help every mother in Fashion, Home Decoration style and tips.
Philips will share about any latest trend for every generation.
 3. KOL & Buzzer Twitter
Facebook
Tips & Share by Key Opinion Leader :
Pemakaian setrika sesuai fabrics/bahan pakaian
Melicinkan pakaian dengan cepat dan tahan lama
Menyimpan pakaian
Penggunaan setrika agar tahan lama

As KOL :
Celebrity, Lovely Moms, Good Image, outspoken

Value added :
• Database
acquisition
• Research Check
 4. Banner Promo

Thematic communication and campaign via targeted digital

media to get the right awareness and impact
3. ATL Activity
a. Print
Teman Andalan Semua Generasi
Objective :
• Create a heritage bonding experience between every family in print medium
• Proven for 20 years - Share a Heritage family values
• 5 years warranty protection for the product.

Support the campaign via

Print Ad  National wide/Tabloid
a. Tematic Print communication
b. Tactical Event - Support event
activity

* Excluding the Placement

Logo 20 tahun Development
Logo 20 tahun Development
Creative Direction 1
Headline :
20 tahun menemani setiap keluarga
Indonesia

Sub Headline / Tagline :

Teman Andalan Semua generasi

Body copy :
Philips Dry Iron sudah terbukti selama
lebih dari 20 tahun hadir menjaga
setiap pakaian dari semua generasi
keluarga Anda.
Sekarang dengan garansi 5 tahun, siap
memastikan Anda dan keluarga
mendapatkan kualitas dan hasil
terbaik untuk setiap pakaian. Pastikan
teman andalan pakaian Anda Philips
Dry Iron
Creative Direction 2
Headline :
20 tahun menemani setiap keluarga
Indonesia

Sub Headline / Tagline :

Teman Andalan Semua generasi

Body copy :
Philips Dry Iron sudah terbukti selama
lebih dari 20 tahun hadir menjaga
setiap pakaian dari semua generasi
keluarga Anda.
Sekarang dengan garansi 5 tahun, siap
memastikan Anda dan keluarga
mendapatkan kualitas dan hasil
terbaik untuk setiap pakaian. Pastikan
teman andalan pakaian Anda Philips
Dry Iron
 b. Radio
Teman Andalan Semua Generasi
Support the campaign via
a. Radio Spot & Adlibs  Loose Spot, Promo Trade In
b. Radio Program Fashion Police Tips with Miss Andalan (iconic figure)

* Excluding the Placement

 POSM
Creative Direction 1
X&T Flyer
banner
Flagchain

Spanduk
Tentcard Booklet
Baligho
 POSM
Creative Direction 2
X & T Banner
Flyer
Flagchain

Spanduk
Tentcard Booklet
Baligho
Thank You

By