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strategy of Pouch from Easy Touch Group. Do you think our strategy are effective.
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Pouch Online Strategy London School Of Public Relations Almira Rahma Syajida Dian Reska Utami Saragih Fanny Adelia Tsukada Shinta Hawa Thandari Yuni Ayuningrum PR14 – 1C
December, 2012
INDONESIA SITUATION ANALYSIS
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Description
• Population of Indonesia according to Census 2011 is 237,424,363 is the 4th largest country in the World
• Indonesia as the top 8 of internet users in the world with total of 55,000,000 users, 22.4% of the population until 2011
• 67% of the market, own smartphones • Top 12 Country with mobile broadband subscriber total
of 29,000,000 users. • Jakarta as the capital region of Indonesia with
population of 10,187,595 as of November 2011 • Internet users of 8,531,501 in Jakarta • Indonesia as the 5th Twitter user in the world with
Jakarta as the 1st rank from top 20 cities of posted tweets.
• Jakarta is the second largest city in the World to use Facebook after Bangkok with 11,656,760 users
• Jakarta is a shopping hub in the nation also one of the best places to shop in South East Asia.
• Grand Indonesia Shopping Town is one of the largest upscale shopping center in South East Asia
• Awareness of Environmental issue in Indonesia especially in Jakarta is increasing
Statistic according http://www.bps.go.id
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POUCH TO THE PUBLIC
From The Internal To The External
Strength
Weakness
• Not enough introductory to the market
• Only available for full service internet user
• Mostly food purchase rewards • Only for Android and Blackberry
User (temporally)
• Low knowledge of using a new application
• Not all smartphone user using a full service phone plan
• Most of Indonesian customer not only to eat but also to shop
• iPhone user is also growing significantly in Indonesia
• Pouch is an easy application to use • Merchant card is not essential to
bring • More than 40 merchant available
(still growing)
• Positive feedback of its simple design and easy to use.
• People will not forget about their point reward card.
• More merchant is cooperating and the chance of publication is larger
The Strength and the Weakness of Pouch that might effect to the external customer
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SURVEY RESULT
Survey of how often people collect point reward for their purchased on 50 respondent
Description
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Male
Female
≥ 2
≥ 4
≥ 6
< 6
Yes
No
Yes
No
No
Yes
Yes
No
Rarely
Yes
No
No
Yes
• 80% shopper are Female • Percentage of consumer buy monthly need
include grocery, makeup, clothes, etc: o 38% ≥ 2 times o 36% ≥ 4 times o 12% ≥ 6 times o 14% < 6 times.
• 60% of the shop provide point reward • 78% consume food outside in the mall • 70% restaurant DID NOT provide point
reward • 72% customer rarely exchange point while
8% always exchange point • 88% public DID NOT know about POUCH • 88% public love the idea about electric point
reward. • 5 Most visited Mall in Jakarta :
o Senayan City o Pondok Indah Mall o Grand Indonesia o Plaza Indonesia o Mall Kelapa Gading
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ONLINE CHANNEL
Pros Cons
?
• Twitter could be easily utilized to create effective as well efficient strategies and campaigns.
• Twitter marketing could always be a fun and creative method of doing business.
• Indonesian users easily to make a tweet become TTWW
• Twitter only contains of 140 characters.
• In the process of tweeting, you might run into spammers yourself, creating an added annoyance.
• Fast, easy, efficient photo sharing. • Potential publics may attracted this is
going to be a fun and easy yet favorable contest and also prestigious to be joined.
• Instagram only available for Android and iOS users.
• Not everyone have instagram account
Raditya Dika
Photo Compe- tition
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Online channel that are suitable with Pouch to Expand the market and to reach more customer
• Saves money in marketing • A good yet inexpensive tools for
advertising & best tool to share videos • Per January 2012 Youtube has increased
to four billion videos streamed per day
• T h e r e c o u l d b e c o p y r i g h t infringement issues
• There are so many videos uploaded on Youtube, video must be unique to catch attention.
How to use Pouch
Youtube
• Facebook Ads enables search engine optimization experts and marketers to hand select their audience
• Facebook ads are extremely successful with local clients
• Ads are becoming invasive. They used to appear only in the News Feed, now they appear on user’s timelines, photo views, in groups and more.
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Facebook Adv
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PROFILE OF RADITYA DIKA
Work Experience
Novel • 2005 -
Kambing Jantan: Sebuah Catatan Harian Pelajar Bodoh
• 2006 - Cinta Brontosaurus • 2007 - Radikus Makankakus: Bukan Binatang Biasa • 2008 -
Babi Ngesot: Datang Tak Diundang Pulang Tak Berkutang
• 2010 - Marmut Merah Jambu • 2011 - Manusia Setengah Salmon
Comic (With Dio Rudiman) • 2008 - Komik Kambing Jantan • 2011 - Komik Kambing Jantan 2
More About Raditya Dika
• His twitter account is verified by Twitter. • His followers until 1 December 2012 is 3,703,887
follower. • Most of Indonesian who are actively tweeting knew
Raditya Dika, follow him, comment on his tweet or at least they notice his tweets.
• One of the most influence person on social media in Indonesia
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WHY?
• Instagram is growing significantly in Indonesia especially that Instagram is now available for Android User which Pouch were the application made for android as well as blackberry
• One of the most popular photo-sharing program and prestigious social network, as of September 2012 it had 100 million registered users and it is growing rapidly until today.
• Instagram are tend to open updates intensively to get the idea for the latest trend of anything such as hang out places, foods, stuffs, etc from the hashtags that help users to discover everything they look for.
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3 • Youtube is the largest social media to share videos • Youtube provide a forum for people to connect, inform, and inspire others across the
globe and acts as a distribution platform for original content creators and advertisers large and small
• YouTube, the world's most popular video-viewing platform, sees 2 billion hits per day.
4 • Advertising doesn't have to be about interrupting what you're doing, but getting the right
information about the purchases you make when you want it. Facebook created a system where ads are more relevant.
• Placing ads on Facebook provides one of the most targeted advertising opportunities today. Social advertising has gone through incredible growth in the last few years.
• Facebook ads seem particularly relevant to your geographic area or interests, it is because of the targeting features in Facebook ads. We can choose our target market.
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EXAMPLE Few Companies using social media as their channel to expand their marketing strategy and it is showed to be a successful campaign
YouTube
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STRATEGY
• Raditya Dika is a celebrity tweet in Indonesia.
• Choosing Raditya Dika as an advertiser on Twitter
• Educate Raditya Dika about Pouch and its function
• Raditya Dika will Tweet about the Pouch Application on the second month of the strategy
• Raditya Dika will Tweet about Pouch in certain time agreed by the contract. His tweet won’t sound like an advertising so it will be trustable.
• Preparing the video of how to use Pouch app
• Create the video as interesting as it can
• Upload or publish the video to Youtube
• Share the Youtube link to as many friends and as many media so it will catch a lot of attention and views
• Publish announcement about the Pouch Instagram Photo Contest in facebook and twitter to attract potential customers.
• Explain the competition mechanism to the customer and its benefit.
• capture any moment they are on the merchant of pouch and upload it on instagram and must be linked to twitter and facebook
• The uploaded photo for the contest must be captured in the Pouch’s cooperative merchants.
• Winners will be choosen every week.
• The rewards are related to Pouch application
Facebook Youtube
• Segmenting our target market by age, location, gender, interest, education, connection, etc.
• Arrange a budget for Facebook ad for the first one month
• The Advertisement on facebook will be shown on the right side bar / banner of facebook.
• The advertisement will brought the people to Pouch’s Facebook Fanpage
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GOAL OF THE STRATEGY
GOAL
Social Media
Create public awareness about Pouch as a must-have gadget application or as a trend; people will download it because it’s a must-have application.
Motivate the target market to take a specific action, such as try and download Pouch, scan in a QR code, or visit Pouch corporate store.
Educate the public about the application and create awareness to the people. It encourage people to download the application especially from a well Known person in social media.
Reach our Target Market by Locations, Demographics, Connections, Interest, Workplace and Education options per ad.
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TIME TABLE 2 MONTH STRATEGY TIME TABLE 2 MONTH STRATEGY
Activity January February
1 2 3 4 1 2 3 4
Educate Raditya Dika about Pouch and it’s function
Raditya Dika tweet about Pouch
Publish announcement about Pouch Instagram Photo Contest in Facebook and
Explain the competition mechanism to the customer and it’s benefit
The winners will be choose every week
Facebook Ads
Using facebook ads to make people known what is Pouch and the features they can
get in Pouch
Youtube
Uploaded the video how to use Pouch Application
Share youtube links
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BUDGET BUDGET !
Strategy February 1! 2! 3! 4!
Twitter - Raditya Dika Rp. 3.000.000,00 Instagram - Merchandise (Food Vouchers)
Rp. 100.000,00 Rp. 100.000,00 Rp. 100.000,00 Rp. 100.000,00
! Facebook - Advertising Online ! ! Sub Total Rp. 400.000,00
!
Strategy January 1! 2! 3! 4!
Twitter - Raditya Dika Instagram - Merchandise (Food Vouchers)
Rp. 100.000,00 Rp. 100.000,00 Rp. 100.000,00 Rp. 100.000,00
! Facebook - Advertising Online Rp. 1.000.000,00 ! ! Sub Total Rp. 4.400.000,00
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!
Total Rp. 4.800.000,00
Contigency Planning Rp. 200.000,00
! ! !Grand Total Rp. 5.000.000,00
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Thank You
