Study Case : Mizone Brand Activation
Oleh : Amalia E. Maulana, Ph, D.
Disampaikan dalam Seminar Nasional Marcomm, Sabtu 20 Juni 2009
1. Basic Terms
a. What is Brand Activation
Bringing your brand to life
Could be:
1. Product & Services
2. Employees
3. Identity
4. Communication
b. What to Activate
1. The Core Features
2. The Positioning
3. The Promised Customer Benefit
4. The Company Visions
5. The People Police
c. What is Brand Experience
1. Connecting the brand with the consumers
2. Leveraging face-to-face interactions
3. Aiming to touch people, to influence what they do when it comes time for them to make purchase
d. What is Brand Amplification
1. part of the communications strategy
2. amplify the brand experience into bigger scale through above the line medium, to reach more mass target audience
2. About Mizone
a. What is Mizone
1. Isotonic drink produced by Danone Indonesia,
2. Enter the market by 2005 and successfully gain a big market share but faced negative publications over incomplete information on the label
3. In 2007 did heavy PR activities and marketing communications
4. By the end of 2008, they’ve back on track in terms of sales
b. What is the communication objective
1. universalize the consumtion of mizone to become an everyday, any moment restoration drink
2. this implies to not put the focus on the functional side and combine an integrated platform where the benefit and the values live in harmony
c. Who is the target audience
Young, mobile, progressive outlook, urban adults, (core age group 18-35, across all social-economic classes)
d. What is the consumer insight
For me, drink is not just to quench thirst, but must also give benefits that make me able to continue and accompany my daily activities.
e. What is the brand promise
1. Functional Benefit: able to restore my body condition, mind and spirit.
2. Emotional Benefits: I feel good and confident to continue activities
3. Reason Why: refreshing taste and aroma and its vitamin plus electrolytes that are good for body.
f. What is the brand personality
Witty, optimistic, progressive, friend you can rely on.
g. What is the positioning in 2009
1. Dengan mizone kamu jadi enak dan pede untuk ngejalanin aktifitas
2. Mizone, rasa dan aromanya nyegerin, vitamin plus elektrolitnya baik untuk tubuh, kamu jadi 100% lagi.
3. Mizone Brand Activation
a. What is the activation strategy
1. build the brand’s emotional universe:
a. Delivering a message that relevant with the consumer’s insight
b. Wrap the message in a consumer-entric point of view
c. Talk in the consumer’s language.
2. Relate it with the functional benefit of the brand
b. What is the Concept
1. It is up to each of us to recognize the quality within each moment and to allow it to shine throughout our day
2. Celebrate the fact that you are alive and can see the wonder contained within each moment of your life
3. Stop all your excuses. Become aware. Enjoy every moment.
4. Mizone helps you feel good and confidence in doing your activies
5. Mizone helps you being positive and getting into the moment.
c. What is the implementation
1. 7 days Invasion
invade the targets with mizone activity, so they will get “seru” in every daily activities they do.
2. Guerilla
A smaller scale of 7 days invasion
“Ngapain Aja Seru”
Oleh : Amalia E. Maulana, Ph, D.
Disampaikan dalam Seminar Nasional Marcomm, Sabtu 20 Juni 2009
1. Basic Terms
a. What is Brand Activation
Bringing your brand to life
Could be:
1. Product & Services
2. Employees
3. Identity
4. Communication
b. What to Activate
1. The Core Features
2. The Positioning
3. The Promised Customer Benefit
4. The Company Visions
5. The People Police
c. What is Brand Experience
1. Connecting the brand with the consumers
2. Leveraging face-to-face interactions
3. Aiming to touch people, to influence what they do when it comes time for them to make purchase
d. What is Brand Amplification
1. part of the communications strategy
2. amplify the brand experience into bigger scale through above the line medium, to reach more mass target audience
2. About Mizone
a. What is Mizone
1. Isotonic drink produced by Danone Indonesia,
2. Enter the market by 2005 and successfully gain a big market share but faced negative publications over incomplete information on the label
3. In 2007 did heavy PR activities and marketing communications
4. By the end of 2008, they’ve back on track in terms of sales
b. What is the communication objective
1. universalize the consumtion of mizone to become an everyday, any moment restoration drink
2. this implies to not put the focus on the functional side and combine an integrated platform where the benefit and the values live in harmony
c. Who is the target audience
Young, mobile, progressive outlook, urban adults, (core age group 18-35, across all social-economic classes)
d. What is the consumer insight
For me, drink is not just to quench thirst, but must also give benefits that make me able to continue and accompany my daily activities.
e. What is the brand promise
1. Functional Benefit: able to restore my body condition, mind and spirit.
2. Emotional Benefits: I feel good and confident to continue activities
3. Reason Why: refreshing taste and aroma and its vitamin plus electrolytes that are good for body.
f. What is the brand personality
Witty, optimistic, progressive, friend you can rely on.
g. What is the positioning in 2009
1. Dengan mizone kamu jadi enak dan pede untuk ngejalanin aktifitas
2. Mizone, rasa dan aromanya nyegerin, vitamin plus elektrolitnya baik untuk tubuh, kamu jadi 100% lagi.
3. Mizone Brand Activation
a. What is the activation strategy
1. build the brand’s emotional universe:
a. Delivering a message that relevant with the consumer’s insight
b. Wrap the message in a consumer-entric point of view
c. Talk in the consumer’s language.
2. Relate it with the functional benefit of the brand
b. What is the Concept
1. It is up to each of us to recognize the quality within each moment and to allow it to shine throughout our day
2. Celebrate the fact that you are alive and can see the wonder contained within each moment of your life
3. Stop all your excuses. Become aware. Enjoy every moment.
4. Mizone helps you feel good and confidence in doing your activies
5. Mizone helps you being positive and getting into the moment.
c. What is the implementation
1. 7 days Invasion
invade the targets with mizone activity, so they will get “seru” in every daily activities they do.
2. Guerilla
A smaller scale of 7 days invasion
“Ngapain Aja Seru”
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