PROMOTIONAL STRATEGIES

In 8 may 1886, it was the first time that “Fresh Drink”(Coca-Cola) was created by Dr. John Styth Pemberton, he was a pharmacy expert that found the caramel syrup ingredient or we can call “Coca-Cola” now. Frank M. Robinson was John’s a best friend and an accountant that recommended “Coca-Cola” name, because two C alphabets will see uppermost unique in advertisement. And then, they have created “Coca-Cola” name with italic and stream alphabet, then the most famous logo was borned.

In the first effort of promotional/marketing strategy, Dr. Pemberton has used push strategy, example: he has offered his creation only 5 cents per-glass at his drugstore and has distributed the thousands free coupons that 1 coupon could be exchanged with 1 glass of coke, and he has realized that he should used pull strategy with has defrayed 46$ to his product advertising. But, in 1892 the copyrights of Coca-Cola was bought by Mr. Asa G Chandler, then he has built Coca-Cola Corporation.

Chandler is creative and smart person to push strategy, he has created the consumer attention by making many kind of souvenir goods (e.g. wrist watch, fan, and date paper) that have Coca-Cola logo, and then he has distributed in the potential locations of sale continually. Besides, he has designed the full color of Coca-Cola Ads to bus and lamp hang decorations.

The Promotional/Marketing Strategy of “Coca-Cola” in Indonesia

In Indonesia Coca-Cola have several push and pull strategies to support the Coca-Cola sale and marketing. The objective of this strategies is to increase the consumer loyalty and satisfaction, there are:

A.Push strategy:
1.CSS (Customer Service System)
Coca-Cola CSS (Customer Service System), it was designed to increase consumer satisfaction and loyalty continually for Coca-Cola products by optimal service providing to all customers based on their needs. (e.g. by giving the guidance to the customers about how to exploit the point of purchase equipments optimally)

2.Area Marketing Contractor and Street Vending
The limited of resource and capability to develop selected area, and to create work opportunity widely in informal sector, it is push Coca-cola seriously and continually to develop indirect distribution network based on small-middle industry in Indonesia. This distribution system divides into two big groups, there are Area Marketing Contractor and Street Vending.
AMC is a cooperation form with micro entrepreneurs to serve C and D economy class or area that very difficult to reached by Coca-Cola direct distribution system. These AMC are spread over in solid urban regions, hinterland regions or outside of urban, or in kiosk and booth forms.
SV is a distribution cooperation form that designed to serves areas that have very high level consumer traffic, through usage operational medium that has high capability of mobility. The types of sale medium that include in SV are: Mobile Kiosk, Push Cart and the rombong.

3.Cold Drink Equipment
Based on the research that 90% of Coca-Cola consumers had more interesting bought the Coca-Cola Products in cold condition. This is show that the role of Cold Drink Equipment is very important to increase the sales growth and to push the benefit level of Coca-Cola Customers.
Coca-Cola Indonesia have big commitment to provide various of cold drink equipment to support the sales of Coca-Cola Customers. Start from ice chest for kiosk, electric coolers for retailer, shop booth, supermarket, and restaurant.

4.HoReCa (Hotel, Restaurant, and Café)
HoReCa is a cooperation form with Hotel, Restaurant, and Café. Coca-Cola see these areas as gold opportunity to develop marketing network in exclusive areas.

B.Pull strategy:
Coca-Cola have various promotional programs, that not only to increase sales and marketing, but also to increase the consumer loyalty for Coca-Cola products. They are advertise in TV, News Papers, Magazine, and various events.
The last Promotional program of Coca-Cola in 2008 is “Ayo Mudik Segar ala Coca-Cola” that cooperate with Yamaha Motor and Pertamina Enduro, they are provide 61 “mudik” posts, and they provide free Frestea, free service, free massages, and so on. To support this event and make it successful, they are advertise this event 16 media of news papers, 2350 banners, 1000 posters, and so on.

CUSTOMER SEGMENTATION & BEHAVIOR OF NESTLE DANCOW COKLAT

One of Nestle Indonesia's product is Nestle DANCOW Instant Coklat. Now, with Growth+ formula, contains important nutrition for supporting the kid growth (the age is 1-12 years old) optimally.

Protein can help the growth of muscle cell, Iodine and Iron essence that help for increasing the study capacity, Zink for helping to keep the condition of body. Besides that, it also rich Calcium for growth and the bone solidity. Two glasses of DANCOW Instant Coklat is fill 100% of daily calcium needs for your kids (AKG 2000 kkal).

THE MARKET SEGMENTATION

• GEOGRAPHY VARIABLE:
  The customer of Nestlé DANCOW Instant Coklat is Indonesian.

• DEMOGRAPHY VARIABLE:
  Nestlé DANCOW Instant Coklat can consumed by both of girl or boy and the age is 1 – 12 years old.

• PSYCHOGRAPY VARIABLE:
  Nestlé DANCOW Instant Coklat is produced for every body especially for kids who needs more nutrition and health.

CONSUMER BEHAVIOR

• People usually select milk product to their kids based on the taste and convenience. Nestlé DANCOW Instant Coklat has delicious taste of milk, so kids will like it.

• This product is easy to buy. People can buy in kiosk, store or supermarket.

• Because the brand image of Nestlé DANCOW is familiar, so every body in Indonesia know this product.

• The advertisement of this product is also nice and to the purpose.

MY OPINION:

The most packaging color of of Nestlé DANCOW Instant Coklat is yellow. It means cheerfull. And based on the instruction on the packaging, the target market of Nestlé DANCOW Instant Coklat is the kids (the age is 1 – 12 years old). Because on that age, they need some nutrition for helping their growth optimally.

In advertise the product, Nestlé DANCOW Instant Coklat has already suitable with the target market, because it mostly uses kids figure.

This product can consumed both of boy and girl that live in Indonesia, because it produced by PT Nestlé Indonesia. It is produced for every body especially for kids who needs more nutrition and health.

NESTLE 'S PRODUCTS

Nestlé with headquarters in Vevey, Switzerland was founded in 1866 by Henry Nestlé, with motto “Good Food, Good Life” today it become the world’s leading nutrition, health and wellness company. It produces foods and drinks such as babies’ food, milk, coffee, chocolate, etc.

Most people know Nestlé through their brands. Their product covers practically all food and beverage categories. Some brands are only available in certain parts of the world. And, I would like to introduce you to some of Nestlé’s products.

Nestlé divide their products into several parts, they are:

• Beverages

It’s leading brands such as Nesquik, Milo, Libby's, Nestea, Nescau, Nespresso and Nescafé.

• Bottled Water

The international brands of Nestlé Waters are familiar throughout the world such as Acqua Panna, S. Pellegrino, Perrier, Nestlé Aquarel,

Vittel and Contrex. But in Indonesia we know it as Nestlé Pure Life.

• Breakfast Cereals

The brands of breakfast cereals such as Nestlé Shreddies, Nestlé Cheerios, Nestlé Shredded Wheat, and Nestlé Multigrain Fitnesse. But in Indonesia the brand is Nestlé Koko Krunch.

• Chocolate & Confectionery

The brands of Chocolate and Confectionery are Kit Kat, Smarties and Milkybar.

• Dairy Products

Nestlé has long been a major player in the dairy industry, the brand are Nido, Nespray, La Lechera, Coffee Mate, Nesvita, Nestlé MUNCH BUNCH Squashums and Carnation.

• Nestlé Professional

Nestlé Professional, previously Food Services, provides food and beverage professionals with a wide selection of branded products.

Beverage solutions featuring well known consumer brands such as Nescafé, Nestea and Nesquik as well as a host of professional brands including Minor's, Chef and Davigel are part of the diverse portfolio of Nestlé Professional.

• Ice Cream

The ice cream cone is the most environmentally friendly form of packaging. Because of that, Nestlé try to make ice cream product and we can called it as Ice Cream Nestlé.

• Nutrition

Nestlé Nutrition was set up in 2005 as an independent entity within the Nestlé Group with specific responsibility for the areas of infant nutrition, healthcare nutrition and performance nutrition.

• Pet Care

Nestlé entered the pet care business in 1985. The brands are Purina, Friskies, Fancy Feast, Alpo, Gourmet, Mon Petit, Felix, Dog Chow, Cat Chow, Pro Plan, Purina ONE, Beneful, and Tidy Cats.

• Prepared Foods

Maggi was producing not only powdered soups, but bouillon cubes, sauces and flavorings.

Buitoni, the authentic Italian brand, which has been producing pasta and sauces in Italy.

From that explaination about products item, I choose Nestlé Breakfast Cereal product to compare with the similar product called ENERGEN Cereal and it produces by PT MAYORA Indonesia.

ENERGEN made by milk, cereal and chocolate that full of nutrition, solid of nutrient and natural fibrous. ENERGEN with sigmavit: It’s a vitamin, mineral and protein combination with appropriate quantity and composition that needed by our body in growth phase, progress, and health care.

It contains:

Vitamin A for keeping the healthy of eyes and skin.

Vitamin B12 for producing red cell blood and increasing energy metabolism in our body.

Vitamin D for helping absorption of calcium in our body.

Vitamin E for keeping the healthy of skin and the immune of our body.

Calcium for helping the formation of bone and keeping the bone and teeth solidity.

And, Nestlé Breakfast Cereal is low fat and rich of carbohydrate. It’s prepare 25% of support days advise from vitamin, minerals and fiber. We have reduce some sugar and salt in our cereal brand and we have completely remove some of hydrogenated fat. So, it is save for people who had a heart disease.

Nestle breakfast cereal can make the breakfast not only nourishing but it also fast prepare and delicious.

rom the explanation between Nestle Breakfast Cereal and ENERGEN Cereal, I can take the positivism of Nestle product.

Nestle breakfast cereal product is one of cereal product that produce by good wheat and it contains vitamin, minerals and fiber. This product also law fat and some sugar and salt are reduced. So, it is save for a person who had heart disease. It is different with ENERGEN Cereal that isn’t put down their product are save for a person who had a heart disease or not.

ABOUT NESTLE

I was read an article about Nestlé few days ago. Nestlé is a company that produces foods and drinks such as babies’ food, milk, coffee, chocolate, etc. The Company’s priority is to bring the best and most relevant products to people, wherever they are, whatever their needs, throughout their lives.

For the first time, the founder Henri Nestlé developed a food for babies who were unable to breastfeed. People quickly recognized the value of the new product and it sold out in Europe.

I think years by years, Nestlé grows up became a big company in Switzerland and some countries around the world. Although the company ever experience profit dropped because of World War II, but they can solve the problem by launch the new product called Nescafé. This new product is the staple drink for US Military. It gives us evidence that Nestlé can survive in spite of the pop up many same products around the world and some problem that can suddenly appear.

Nestlé also cares about social life in Indonesia. The fact is, it responsible for making children who lives in Indonesia keep healthy and active. Beside that, it also help parents for giving enough education to their children with some program such as Nestlé Family Wellness Challenge Outbond, Sahabat Nestlé - MILO Kembali Ke Alam, Nestlé Family Wellness Challenge Workshop, etc.

Alright, after you read my opinion, please give me some idea about that. Thank you very much.... :-)