Often we seen the cigarettes company as the sponsor event, especially music. So, how effective the sponsorhip event like that? In one of the cities in West Java more crazy advertisement of Inspiro (from Djarum )… how with Bentoel Mild/Star Mild to response it ?
Event is the normal vehicle used to bring closer themselves with the consumer’s target, then the measurement of success : is this event can be memory / positive attribute when time could be recalled again by the consumer. The Memory so that eventually will play a role in process of purchase. based on the experience, the quality of the product along with the price still was very dominant in process of purchase of cigarettes, and other attribute to be the leverage other factor.
cause of it before taking the decision to sponsor ing some event, we were prosecuted to could consider as strong this event could adhere on our brain of consumer’s target.
1. Event was the normal vehicle was used to bring closer themselves with the consumer’s target, Possibly more exact when being said by the main aim of event (below the line activities): Create strong bonding with target group by actually brings Brand A into consumers daily life to generate high excitement and emotional bonding with target market. Create excitement towards Brand A, and at same time also deliver messages from the brand in a way related with the customers’ daily activities Strengthen Brand A image.
2. for the measurement of success : is this event to memory/the positive attribute that when time could be recalled again by the consumer. according to me key of success this factor :

• First, must there are those participating (if just a few went along, event organizer could be angry by the sponsorship) and it could be breakdown, for example the length of he took a part in that activity..
• Secondly: must be able to reflect brand identity him (if his image was not yet available) and certainly him with brand the true image (if his image has been and this could straighten the wrong image)
• Thirdly.. this was important, must have results or effectiveness from that event , after event, must be seen the level of the effectiveness. Could be made by a comparison between: exposed group ( went along/ saw / heard the program) and unexposed group ( did not go along/saw/heard the program). could the person who went along that.. evidently intention to purchase became more bigger increasingly, or the wrong image evidently became true, ideally must have something that was positive from exposed group when compared with not to follow. the person took a part in this agenda to come, minimum the image became better.

the Memory eventually will play a role in process of the purchase. More to be precise, took a part in playing a role. based on the experience, quality of the product and price still being dominant in process of the purchase, for example cigarettes, the other attribute as the leverage other factor.
I did not knew for the cigarettes industry.. But most, only images, the Rinso Quality.. who that knew definitely will say…… (censored) but it always quick-selling.. because the image was good. The image came from good communication.. There was really good soap, but when to received by the consumer its so ugly (the comunication not so good !! )
Because of that before taking the decision to sponsoring some event, we prosecuted could consider as strong that event , basically I agreed, provided that the target the event in accordance with the target the brand..must to adhered in mind our consumer’s target. Possibly in the heart and their brain. If in the heart, they are so happy.. impressive.. finished that was kept on the brain as a memory..

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I wanted to try to promote discussions concerning the pricing in the business. If we received the thing with a value of 100 of the factories (for example import), any criterion regarding determined selling price or margin profit ?
Definitely, could be seen from the price competitor a kind but that could not be made to be pure by the standard because we must consider how many requirements for our margin profit to cover the fees.
For example, COGS a 100, with the contents 10 pcs. the similar competitor sold with the price 200. With differentiation, could we determine the selling price 400 ? Definitely was supported with differentiation itself.
back to the beginning question, the benchmark of the determine margin profit if we as business owner ? based on information from my friend, they believed, that is:

1. prices of the foundation (cogs)
2. market prices (the competitor, consumer)
3. distributions expense
4. marketing expense

On all that must refer to:

1. what was the marketing objective
2. targets quantity (refer to market size)

this we could be determined of selling price but must have the gap for the price war later, for example:

• COGS 1000,-
• markets (the competitor sold 1500/ behaviour of the consumer) evidently the price of the difference 200, its Ok the origin psychologically of thing showed good (could than the promotion or the package)
• distribution fees how many? See the form of business, long or short distribution extension (the distributor and retailer usually always see the difference that was received, but if our marketing communication so good and their product supportive so as to be looked for the person (the consumer), the distributor and retailer also will be interested because for them the turnover its so fast )
• marketing fee depend on product kind usually the low involvement must be supported by communication of marketing so intens.

Now we seen the two following matters:

1. what was their marketing objective : if market development significant pursued quantity…. the small margin its Ok because the goal reached share that more… in fact was dared to sell the loss (the loss in balance sheet not in cash flow), for the example electronics product A with all the cost sorts total of them 1 million, he dared to sell 1 million in fact 990,000.- most important the prospective consumer did not run to the product B… because turnover the consumer bought long electronics (1-2 years afterwards)… So the product A will eat the number of consumers more… cash in could be run off with the other form to imported the profit ( task person of finance) usually the fixed deposit or the debenture…. but the aim of length period was reached (with the good product note) gained the place of consumer… was hoped for repeat buying to stayed the new product A margin was taken..
2. from all that just determined the target quantity of sale, although with thin margin but many quantity and controlled the market, why not !
3. Apart from cost based-pricing, then also value-based pricing that stressed the mulberry benefit that will be received by the consumer. As Technical and simple, there were 3 alternatives that could be used; based on the benefit collection that was offered or based on the segment of the consumer or the second combination. Only the method was more inappropriate if being used to appreciate things commodity type.

Previously had the industrial product goods (the cable) that wanted to enter the market retail…. their character must be difference, COGS that was met from cost accounting and finance but basically all already including material, Labour Party, over head, etc. if import more was easy to be counted.

1. as my experiences usually the margin is minimal 30 % from selling price (this industrial goods, thought the small percentage to times with big value nominal, the car 15 % from the selling price but value of 15 % to timesi 200 million, but must not be stiff like that) because for the person of finance later when being counted usually will be appropriate from the aspect of ROI, Cash flow, IRR, WACC etc..
2. distribution fees was seen from the case in an invest manner and working capital from outlet yg was owned (later if being counted met cost him how many).
3. selling prices..

Three strategies not only for the determination of the selling price but could for the promotion… if the selling price already the fixed price then the determination must clear…. the example according to market and competition enabled 3000 its same as the competitor, why not ? But we played the price in the promotion, example bought the package 3 free 1 or discount or what ever.
If being paid close my attention to more thorough, then the concept value based pricing will be suitable to be applied for the service, whichever usually was offered in a manner the multi-attribute/benefit and to the multi-segment from the consumer; or a brand of product with the multi-variant.
Therefore, then will have the ‘gap’ to play 3 techniques that I was clarified . If I was not wrong caught, then the brand that would in pricing was the Ester C that consisted the variant of the Ester E normally and Super Ester C. to saw the characteristics of product, then the alternative ‘pricing’ based on benefit could be carried out as follow.

• The price of the bundle Super of the Ester C + the Ester E smaller than the price of the unit for each one brand
• The price of the bundle Super of the Ester E or the bundle of the Ester E smaller than the price of unit (for use in an orderly fashion).
• etc..

Whereas ‘pricing’ based on the segment could be carried out (for example) by paying attention to the character of distribution channel, for example for the pricing for shops that were located in smaller housing than the pricing for the supermarket/mall that often was visited by the middle circle… and even still could be carried out by the rise in the pricing for shops that was counted ‘high class’ like Body Shop.
Whereas ‘pricing’ based on the combination, remained combined the two choices above (the segment + benefit ). By the way, the foundation of the strategy determination that will be applied like the case above (especially for Ester C) was,

• The character of the consumer: it must be known first how the character of the consumer like the repeated purchase period, how far thought from benefit that was offered variants of the Ester C, and how far the limit ‘price- sensitive’ from the consumer’s target in taking the decision to buy this Ester C product. From here could be counted and even predicted how many levels of the sale for various price levels, so as eventually could be determined in what price level that will give the maximal profit.
• The character of the distribution channel: it must be known the character of distribution channel, like the character of consumer of this distribution channel, the distribution cost, share profit, etc..
• The character of competition in their product market : it must be known first how the competition that happened in the market entered the Ester C (If I was not wrong, multivitamins, isn’t it ? ). This will be gotten by the price level that most appropriate for this product.

Basically here, I also think about there is various products: Hemaviton, Extra joss, krating daeng etc….. I had new product where their quality was super more (definitely with the back up of supportive data quality more, for example international, there was FDA, import etc.). Their price hostility was clearly revolving in the level 2000-3000 (the example), then with COGS 800, I must mark up and entered the level or even I “dared ” go out in the level 3800, for example with attributes differentiation etc..
If the situation like above, we possibly determined the price of the product on the price of brands that circulated. However apparently this product preferably had an added value that were valuable in the eyes of the market target that aim compared with this available brand. Therefore, then (was hoped for) will have enough arguments for the market target that asked “Whether this product surplus so as the price more expensive than the other product?” . If the product minimum same or even (sorry) ‘lower’ than available brand, then was good to be considered ‘pricing’ that minimum same or in fact lower with the price of brand from competitor, so as this product will have the ‘tasteless strength’ when being marketed. (Definitely, to counting the factor of fees also) basically as I saidI every factor “more” that has been prepared fully. But not all the company like that?
Mentioned Krating daeng as market leader. afterwards emerged hemaviton with “their more”., and emerged M150, etc… all the certain companies to assumption this product had something more. There is place of my curiousity…. whether the foundation actuallyof price level. From where the krating daeng sold 2200? Why not 2400, or 2500 what soever..
In this location of the art, ‘pricing’. indeed was difficult to determine (for example) exactly how much the exact price for “this source of drink”… or the ‘drink plus betakaroten… etc.’.. or…. The drink to able for you to overthrow the person had a big body in consumer eyes . Moreover consumer self if asked.. uncertain they could give the answer took the form of the price that really match for that… since our consumer (it seems) was not yet used to think until be as deep as that…. moreover the goods classed as ‘low involvement’. So…. these subjective matters as the key point towards the problem answer above.
ndeed would rather difficult for me to explain in a manner details and fit… because the capacity will emerge from the understanding deeply on the consumer’s preference against the product, and the character command of the enemy and the battlefield, who always will increase in accordance with the fighting experience increase in the battlefield.
Basically with this point became the pricing foundation to this product. But to brain storming, as mentioned above, must be known the level sensitive price the consumer. If being “not yet” carried out research (definitely had the company that did not have the fund or knowledge in field research), from where we could know the level of sensitive price ?
If the data on above was not yet available, then we could hold the little research (as kind of Focus Group) to get beginning knowledge and global concerning of level sensitive price from the aim of market towards the category of product that we will be entered …. or absolute only relied on the analysis against the competitor then. If the last step will be taken, possibly was good did the ‘test market’ beforehand to try to know the situation and the condition for the target market; before finally marketed widely.
I also Brainstorming hesitate, for example we thrown to the market with price 400. evidently too high.. was lowered by us.. that’s a bad image? And on the other hand, was thrown by us 300 . evidently sold out and reasonable. we wanted the more profit because of the advertisement already launched.we loaded slowly to 325, 350 was in stages. My assumption, thoughts of the customer would be up set. with this opinion already launched but raised… and boom… moved the position..
I only could suggest the ‘test market’… not launching, because test market was the launching of the product in the small scope (for example more than one small region or the District… or to big company it seems could more than one city). the intention was if happening like what was explained, then the effects of mistake could be minimised or relocated. The other profit, good for us if from ‘test market’ we could know any that still less than our product, compared with eventually knew after our product already launching greatfull !!? Rice became the porridge… really was difficult in order to repair it… the real cost and psychological cost that were very big:) )
he situation in fact how is it going? You saw the previous market emerged the product or you had the previous product tried to look for the market, the situation in fact was the market has been for vitamins but I wanted to look for the new market to high level with the expensive price….. definitely has been given the back up more or differentiation with the accurate data.
Extra joss move on after seeing the market, evidently the consumer of the drink of the health from many of the blue-collar worker’s circles (the bus driver and truck, the building worker, etc.) where the bottle became backward point therefore the slogan extra joss what for bought the bottle, continued increasingly was reinforced with this source because they dust and not with the bottle, quite very true this was the differentiation strategy.

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Is it true in shipping industry (especially the tanker/liquid cargo) apparently the department of marketing could not be said as marketing. This things caused they could not create demand in the market. How was big the efforts to be done by shipping company to create demand continue to be able to not influence the number cargo that was shipped by the factory to the buyer.
That happened was did response towards the request that came. Why could happen? Because until this the size space of certain available ship can be absorbed by the market. So as that happened was marketer inside shipping industry did negotiation of exchange rate carried, without must create or push the existence demand in the market. Could this be mentioned as marketing ?
Quite true, it seems the export capacity (or cargo) we continue to, whereas suply the transport (shipping line) continued to improve. There are those that ship capacity of only 200 containers, but the big company (like Maersk Sealand) had the capacity as far as 1000 containers more per shipment . Equally their matter with the flight industry, they competed in the matter service. Shipper more liked spent the cost more expensive provided the cargo not in roll-over (arrived at destination according to schedule).
However, the marketing activity also carried out in the destination country cargo (consignee/buyer). There is shipment that the name of nomination (nominated cargo), this meaning that, shipping line that must be used to delivery things from Country of Origin, was indicated/was determined by the buyer of things in country of destination. So, demand also could be looked for through the approach to buyer.
If I see the fact of task marketing determined STP (Segmentation, Target, Pricing). so the pricing, segmentation and the target of market they decided. that the main task especially after that implementation, definitely 4P… but from this case I arrested it was very vague that STP did not doing by marketing? I also saw many companies placed their sales with the name of marketing…. the outcome was rather hazy with the understanding of marketing… according to me for the problem pricing marketing only gave pricing the upper limit and low limit, afterwards the part of sales to negotiated…. if only negotiated the price, indeed not marketing.
If B2B apparently indeed rather was difficult to create demand, that could seize market share bigger… moreover to shipping of the thing liquid… will be difficult if the thing that was carried not liquid wanted to be carried also? Most looked for substitution… for example had the liquid thing that is sent with the truck, now offering with using the ship… but their volume till or not?
For the promotion usually with PR, in order to seem the company bonafide, safe, and on time etc. Afterwards customer relationship management, maybe the others bloggers could give commented, to shipping company the determination product possibly same as airlines … the ship route quite efficient from where to where must be counted… the example, when sempati air still available their ever to hire hotshot mathematics to make the simulation of the route.
Indeed in shipping, this service very important, moreover really high involvement so as the human resources skill became consideration charterer. The interesting matter is why in this business did not do marketing activity like DHL, TNT, or TIKI to making glamorous advertised ?
Why the liquid shipping company had not advertised ? According to me caused the shipowner 80% got cargo from the broker so as the cheapest price that will be taken by charterer. Because of that true possibly said that this more to forward sales than marketing.
Indeed had the determination of the minimal price based on the operational budget of each ship but the upper limit was not available. So when did not have the ship in that route but charterer wanted to send the things, could give the expensive price to shipowner…… so, effective or not? If the condition like that liquid shipping company did activity like DHL, TNT, etc.
I fully did not agree if marketing of shipping only response to demand… they all Shipping in the service business ,.. same like courier mail, DHL, FedeX, TNT, they marketing was crazy mad. that featured indeed off the fleet size and the sending accuracy, but several of their products will be innovative… and really localized.. please saw campaign of DHL for the package jumbo, or DHL the package sample for garment industry,.. they studied business practice in this industry and apply in the form of the good service product.
In the past ( related to Tjiwi Kimia and Riau Pulp) by chance had the colleague who often was connected with the person shipping, both the container and breakbulk.. for me to consider some shipping line was Flexibility in a sense of many ship schedule, sales the personnel knowledgeable (I still liking to meet many sales that stammered if being asked concerning rate of the other route and the understanding of the procedure shipping details) and the last of response so fast… often really the shipping person was not the inform accurately if the ship come late… hehehehehhehe…
Or could also the person shipping made the package, using term of CNF but insurance was paid shipping company (its only 1% compared with the model of the price war), was increased by many cases of the theft of the thing in the container, this shipping company could make the SECURITY GUARANTEED package with including the security service in their package…
But just honest, for me the most important that personnel relationship, especially being related to the speed of information status of ship and the speed of the bureaucracy affair custom clearance, sometimes shipping line had the great sales force, but unfortunately not in supported with good after sales service, became so many disloyal exporters.

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Than spoke about the book radical marketing, why did not speak about the case, for example BreadTalk! Why did the person like to queue for that? Indeed that was the other was not glad? Bakery eaton and johan could oppose or not? What sold similar bread around it in descended the turnover during breadtalk opened (like walmart… )
The case BreadTalk indeed made to curious, in fact why? There were those who are direct indepth interview to user (at least purchase once a week), and non user (ever purchased in te past one month), according to my analysis of Breadtalk market to segmented to the person who has known BreadTalk Singapore, now non user most only attempted / was curious, most of them was not too loyal against of this brand.
The seller of similar bread did not experience the decline that significant except for losing several customers who knew the existence breadtalk beforehand. Equally the matter with Unyil’s Bread in the Jogja area, the consumer who queued most they who have known Unyil’s Bread before, while the other consumer continued to choose local Bread (Jogja) a kind. With brand equity that was good, awareness and avaibility, really will help boosted up the sale.
I feel in the future BreadTalk was not so good, but spirit of innovation was good, had tried Dynamix bread ! this some that were frightened by Holand Bakery even. Because every time 2 months for new flavour bread, durian flavour, Cheese Milk Bread.. so creative isn’t it. I feel BreadTalk will not lose the consumer, because indeed their selling caused of initiative, try later to go out SARSBread or indigloCheeseTart, that could be on if dark, innovative would you !.
the quality of Bread Talk was not indeed very great compared with Eaton (for example). in fact Eaton still more was glad being compared by Bread Talk. But that made BreadTalk sold like hot cakes, indeed brought the brand from overseas, their innovation in making bread. That rarely was done by other bakeries, that the sale almost only that . indeed it seems was just same, bread + butter + chocolate/cheese/… but with the aftermath name and the form outcome was that then they could appear the difference. Moreover they ever IPO there and the interested person was enough . what had the bakery in Indonesia that already IPO?
According to view of Hermawan Kartajaya in his book of “Marketing in Venus”, this earth creature has become like the creature venus that was emotional. They no longer take the decision to be based on the ratio/pure logic, but rather be based on in feeling and emotions. So, they who queued in BreadTalk must more used consideration of emotions and feeling than the ratio.
In the earth that has been venus this, content or what to offer (in this thing the taste was good), no longer was enough. Venus and this earth more was interested to context (how to offer) than content because feel more important than think.
Brand must also have charism because the brand equity so strong (high awareness, strong brand association, good perceived quality and loyalty) now has not been enough anymore. Brand equity strong also was owned by other many bakery, so whether difference with the commodity if so many it have had the same thing? So charism of brand that more won in the competition. Perhaps at this time indeed the name BreadTalk had charisma more than competitors.
“Feeling, nothings more than feeling….” That was sung by Cliff Richard to depicted in the earth that has been venus, feel benefit more important than functional benefit. Moreover that name of quality in the marketing would only ‘perceived quality’, not real quality. To food, the taste its subjective very much, so although it seems possibly for the other person just so-so, for the people in a queue in BreadTalk so extra ordinary because the taste/emotions/heart/ more dominant than rational consideration logical that was other (often the consideration below realised! So if honest was asked definitely not there are those that wanted to claim or nothing to feel )
So, if BreadTalk could continue won the ‘heart’ venusan the earth, certainly BreadTalk will be increasingly busy, not increasingly quiet. as logic possibly did not make sense, if wanted with the model customer value equation possibly value negative (price and cost of acquiring product was bigger than result and process quality that was met customer). That if counted the person who still was rational. What result from buying bread? Was full. what bread could make the person felt more than was full? I think in here not the matter of the quality of the product that was the point to be considered.
Its Ok bread of breadtalk indeed yummy..!, but what had the measurement to certain for the affair of food appetite? So the success BreadTalk was not of their meatfloss bread so good. And I guess the management breadtalk quite clever, they knew customer will become irrational if being touched the emotional side. And they knew the method touched emotions customer to became the target market .
So if might opinion, BreadTalk was quite promising business in the future, while they could be still taking care to continue the emotional association with customer. About the price, to see the target market they did not too much care, during still in range of the number of same zero (not 100.000 per true bread… ).
its Possibly will be busy again if the phenomenon of this Bread Talk compared with the phenomenon of “Kartika Sari” in Bandung, that daily Saturday-week or the holiday always made stalled the Kebon Kawung road. based on observation, each one of the person’s times mentioned ‘Kartika Sari’, then that emerged on their mind was Molen bananas and/or Cheese Stick. Although emerging other players with the same product, like Mayasari and even with differentiation the product ( tape molen), but ‘Kartika Sari’ continued to not remain quiet from the image of Pisang molen and their cheese stick.
From the case of this BreadTalk , I did not yet see the existence something special that could be made the grip to be able to ’sustain’ over a long period, apart from queue that really long time (one signs the quality of product was sold its good.. he.. he. )
However for the industry effect of their food komodities with very fast, so, sold bread was glad being not yet enough to be made the guarantee ’sustainable’ in a period for quite a long time. Could be, Bread Talk could be full because indeed just opened in Jakarta.. in fact Indonesia.. and the chance has had the ‘name’ in Singapore… so when to launching… could fast sold like hot cakes.
And according the side BreadTalk personally must from now could read the level of boredom from consumer. So as to make more heterogenous the good taste from the form and service that more difference (satisfactory). However because of the inhabitants’s Jakarta congestion or Indonesia, possibly they developed and opened the branch of the new branch in order to be able to reach each corner. With the Motto – to Breat Talk – ers Jakarta, and to-jakartaker Bread Talk.
Moreover the consumer personally felt that bread shifted to the emotional needs, this could be seen from quiet dinamix, the matter of the taste possibly just the same, but dinamix did not offer the prestige that more compare to Eaton or Bread Talk. The case in Kelapa Gading also same, dinamix quiet from the visitor, whereas Bread Talk that price more expensive makes people have to queue just to buy it…It’s almost the same for Pizza Hut, people are willing to queue just to dine in.
I Thought this Breadtalk case was very interesting, before launching they also has had captive market 5 million Indonesian consumers that each year toback and forth returned to Singapore… Its smart to get the franchise and put it in the right location, in Singapore personally indeed Breadtalk very famous, because of being supported publicity and the their number outlet available in each plaza/mall along Orchard Road, Breadtalk was also regarded as the typical Singaporean present (like if to Jogja we looked for Bapia Patok 57 or to Palembang for kemplangt/empek-empek… )… only because of being good supported publicityand word of mouth, was the “brand” be developing….
The matter of the feeling, indeed his meatfloss Bread was good very much, in fact Eaton, Johan or even Holland Bakery did not lose… Indonesia personally market penetration to bakery was classified as small, because of our person far more doyan rice compared with bread, bread still it was considered the commodity snacking, not rice replacement… the difference seperti for instance Phillipines or Vietnam where the culture ate bread that was buried, especially by colonial France really in depth…. along the road in Saigon, many really was peddled by France Bread (if in our country possibly could be regarded like noodles tektek) that the number of shops bakery in Saigon with penduduknya totalled 5 million, was thought by me more than – the number bakery in Jakarta.
So the presenceof breadtalk made some resulting the impact for others, even possibly could be createthe market demand (you need to have strong competitor to success in your category)… the person that earlier allergy with the bread possibly began to queue in bakery, habitual shifting name…
For the case of price, remembered the case aqua in the beginning of career, during first was released aqua not all that the behaviour at that time the price around 70 rph (if being not wrong, forgot to have been old) because the progress of sale was slow, management aqua (did not know Sir tirto or Sir Willy) ro raised the price around 120 rupiah with hope the absolute margin get more bigger.
At that time indeed, predicted number of sales will descend but the total money accepted it was hoped bigger because the decline in sale was smaller than the price increase… what happened? Aqua slid quickly, management (I think possibly everyone also like this) not to considering the price positioning.
When being sold with the cheap price, the person had this perception ‘ordinary water’ only in packing to practical, after the price raise, the person perceived this ‘extraordinary water’ because of price was far more expensive from ‘ordinary water’… the calculation mistake to made aqua became big this a good lesson pricing (case aqua it’s my favourite case… )
I was surprised in Indonesia the food industry (not packing food) never having to marketing ? At least, was not in accordance with the similar industry outside. Are they too much enjoyed the big cash-flow ? As far as I know only ice teler 77 was intensive enough (previously) possibly now the Ayam Bakar wong solo (this was antique enough, sold the noose had, possibly wanted to be the Colonel sanders), many food industries had much money but just quiet… good in jkt (noodles gm, etc.) or in the area (bakwan gili sby, rm Koh liem smg, etc.).
I See them, this for quite a long time so as must the second generation has begun to enter.. how come still was just quiet… I wanted at one time if we went overseas could meet bakwan gili or noodles GM there, not only foreign food that could be here…
But if BreadTalk, almost everyone in Jkt apparently had heard this matter queue. So I think about success BreadTalk not only caused their from Singapore and just opened in Indonesia, because in Singapore indeed this brand has been good. And why the brand could be good? I feel not only caused of the quality of bread being stable, but they did another thing that made different from other bakery that has been the commodity.
According me in the food business, the taste (the quality of product) indeed very important. But if superiority only from the taste, quickly competitor could for the same taste or more delicious. So if we sale the bread continued each kind of my bread most was yummy…well, definitely all the bakers also every like that. So, must have something different to could be successful.
to get something was not easy ( personal experience… ). And I thought, BreadTalk had something from others. According yours, why BreadTalk can be successful in Singapore and when entering to Indo just following the success ? If like Kartika Sari and Unyil’s bread, I feel because they are the pioneer, they create the market for their product so as they were not unstable by the follower. although BreadTalk not the pioneer of meatfloss bread… not the only one here.

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If the bloggers that had knowledge or the experience about product management, please sharing, In discussions this time will see played jobs from some product management? Product development ? was the category of Product determined by attribute or the function from this product ? What is the product packaging? And Is the product packaging to packaging of several features to be one ?
Product management in basically more was like “a pilot” that must be able to manage well the product portfolio of company. the company with various categories of the product often forgot this core competence, that precisely often to causing the cannibalisation.
So basically, how to manage the product portfolio. had one interesting experience from P&G previously more leant in the manage label where respectively brand will be managed by especially one person, but afterwards the problem emerged after evidently was known raised their cannibalisation between this label was playing in the category of the same product.
Finally they decided to bundle various label with the same category of product into one category of the product, despite each other label to continued be leader but they must refer in product management that was formed in order to the unhappen cannibalisation.
The category of the product? Indeed so many methods of categorising the product and not having a standard reference because its really depended on the level of the competition but also the change business landscape happened, if being based on the function, then whether appropriate if our categorized coca cola and ades in one category of product in this company? Together to satisfy the thirst ? But they continued to have to be distinguished.
Trend at this time more stressed in categorized of product from the consumer’s point of view alias more market-driven to compared production-driven that divided on the basis of the form, the attribute etc. that possibly irrelevant with the consumer.
How with Product packaging? Its Simple was how the way it looks like. features are part of what customers Will see and feel it. Although staying better the focus in one usefulness, no need the twisted research.
Please with common sense, we will buy medicine behind was calibrated could cure various sorts diseases starting from when catching a cold, the headache, toothache, was offended to impotent?
Whatever you choosing to compared with medicine promotion to focus in one illness, for example the cough? The principle of foundation of the marketing was you can not be everything for everyone!! Any other comments?
Also will be better if chosen differensiation was the category completely just, immutable laws of marketing

• it’s better to be the first than it is to be better.
• if you can’t be the first in a category, set up a new category where you can be first in …

Once more, we tried to be seen previously the market size ..
If being asked the profit what be the first in this category, to answer this we must come back to reviewed the rule no. 1 of Al Ries in The 22 immutable marketing laws,… no.1 Is about Perception,… because point of the first impression always the matter most easy to penetrate our heart, for example the Sanyo water pump always to remembered, because their the first time entering Indonesia.
The first President RI more found it easy to remembered than that so many, the first love, the first girlfriend, the first aircraft that to the month etc., etc. ,… the first was felt always more easy to remember,.. so in the other law if that was first has been filled up for the first category more penetrated on the consumer’s mind, was not like this?
According to me this case often depended ,

• depend on the level of the available competition.
• depend on the product and the usefulness.
• depend on the market size that wanted to aim, etc. So quite true, all depended on the situation:) if the problem being the first, I had read the journal concerning this very interesting topic.

This journal united between the entry a brand to the market (whether follower or the first) and mathematical knowledge. the conclusion as follow:

• Before the existence of brand in the segment of market, the consumer had the reference point on their mind about a product,
• after having the first brand to entered step by step the reference point shifted to the first brand point. Note: this point was formed from several fuses, for example 2 price fuses and feeling.
• Afterwards this first product was the point reference that had several profits if to managed continuously.

Again concerning the benefit of this food. As marketer, possibly based on in this principle that is: you can not be everything for everyone.

In the further case that is consumption of this food quite the way it was used for various illness sorts. so for example the A illness, B and C. the consumer satisfied with this food because of being proven experienced the improvement with the A illness, B and this C.
If we want to focus, returned to the D illness, and used strategy marketing, focus to where the direction like the “product x = for cough. Not in a manner indirectly we deadly the customer’s market A, B and C? back to the businessman, they want to leader in the market D illness and sacrificed the A market, B and C, this case was quite proven that is the existence of the consumer who had the different requirement but could be met by this food.
One case anymore, if you can not be everything for everyone, why the marketer LG, Samsung cleared to the mobile phone market, television, and other electronics, also AC whichever previous as the washing machine or the water pump (if I was not wrong). so practised in Al ries principal, LG famous by what ? The AC or tv or the washing machine or the pump? Even so samsung was rocks with the mobile phone.
It was quite interesting that what it was said above, indeed some extent could several usefulness were made one, but if we wanted Al ries centrally, not Al ries also had shown with the quite convincing data that the product was not focus will produce performance to supervised the product that focus, so that tried to be discussed by Al rise in his book focus.
But let’s saw from the point of view a little non Al ries. we took the example about LG etc., entering various category products? the question was whether comparable alias apple to apple when we compared a medicine product with various usefulness compared with the brand that entered various categories?
Not that as comparing the citrus fruit with the coconut tree? Remembered, one brand of medicine with various usefulness had impact that was different from one brand entered the several categories. you can not be everything for everyone by offering every function!! (more complete isn’t it)
What was LG done, Samsung cs, more significant brand extention alias used one brand that was already perceived established to enter the other category, like Pepsodent to entered the toothpaste, medicine of washing mouth.
Why brand extention could be successful? The first person who stuck the theory of the foundation brand that is David A Aaker gave 2 conditions so that brand extention could be successful.
Firstly, your brand must have the high equities in the eyes of consumer. for example Pepsodent, because already in good perceive , then more will be easy to boost up the category of the new product with the brand Pepsodent , we certainly would more perceive well Pepsodent toothpaste was compared other toothpaste for example the pepsodong brand.
Sony also entered to various categories beginning with the tv, play station etc. because of Sony already in the good perception, tried if we were offered the free mobile phone with 2 choices of the brand that one had the Sony trade mark and that one had the Sontoloyo. definitely we choose Sony.
Secondly, Brand extention will be successful if the aim category of the product had relations closely in the matter complimentary effect alias this product to complemented each other.
For example Pepsodent toothpaste with the Pepsodent toothbrush, complemented each other ? For example Sony television with DVD player. or LG TV with vcd player but also could with the refrigerator complemented each other because indeed headed to electronic home appliance.
Please if once more given the free option, handycam Philips with the Pilu. make choose Philips, despite we knew its possibly philips was not yet superior in this category handycam but in fact we know how Philips performs on lighting category, don’t we ?
Back to medicine, Sony will have not said the tv offered various function sorts ? That’ s why brand extention different from functional extention. For example Panther, always said frugal, isn’t it? Never panther said frugal, fast, safe, comfortable, strong, kept was hit, anti theft, anti caught a cold etc..
Karimun as the example of case that did not want to study against Panther, see first advertisement, small but wide, could for the tree . too many things right? Moreover, the matters to shown again contradictory, how to wanted the sustain? Finaly, to be replaced immediately.
Too many things customers should remember, too many problems your brand will have. So distinguished between functional extention and brand extention.
Possibly wanted to be straightened by me, not meant me compared between food that had many benefits and brand extension.
back to the first case, what yours opinion ? if we ready to sacrifice the customer A, B, of C by focussing himself with marketing strategy to stuck that the product x = the D illness where in real fact was enough customers that used for the A illness, B and C. so any question.
For me, to choosing one function, and sacrificed the others, could not all of suddenly we Judge that we will lose the consumer and loose money, tried to be thought about us, if we focus and how many additions that were interested, how much money it Will create.
Please compared the brand that always to communicate the usefulness with the focus in one illness with offered magic various brand. saw whoever was more successful. I feel the formulation of David Aaker also appropriate to used to analyse the Functional Extension.
However, 1 thing that ought to be stressed here all those must be gazed from the side of the consumer… especially the consumer as the user… not from the Marketer side.
So, to borrowed the second rule from David Aaker that mentioned the Brand extention will be successful if the category of the product aiming had relations so close in the matter complimentary effect alias this product to complemented each other, if the consumer perception the one extension (both functional and brand) as something that had complimentary effect because of 1 and so on the matter, definitely had the possibility to efforts extension to carried out will be successful; although the side marketer different to believing from the consumer perception.
Well, the question is whether the expansion from Brand and/or Functional that will be done was still being gazed at by the consumer as something had ‘complimentary effect’ or not? This is important to be known because the effect could reinforce/weakened the formed of Brand Equity.
Personally more liked to have cow D that were healthy compared with having 4 cows that very thin and rather flu. Although heavy to 4 cows its same as the cow D, but the production of D cow milk definitely more smooth and certain. It was tolerable that other cows to increase vitamins of D cow milks, Vegeta the first time to launch the positioned as diet medicine (whether the laxative…I forgot).
Although the Brand still susceptible equities , they dared to destabilise the competitor in a changing manner position as health medicine of the heart and intestines cancer. They brave did it because the player in this categories still a little and indeed for Vegeta too long to let the playing alone. So as to have much money to buy advertisement vitamins for rocks despite.

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Come to learning a little review about marketing, sales & communication/ PR :

1. Marketing consist of: Sold Product, how many price, how was promotion and the place of sale anywhere. The aim marketing to create the strategy that will be used to mount “sales”. After we had the “thing”, we determined the price, afterwards we determined the promotion. Wanted used the push selling or “advertising all out or term above the line or soft selling or below the line. ( Below the line as agendas in the mall ) Afterwards, the distribution division task negotiated with the shop, hypermarket to place their product. Because for the mass product, tasted rather impossible we did direct sales without having the intermediary.
2. salesmen were supported was full by marketing in the achievement of the target in the market.
3. Sometimes any confusion between PR and Promotion. If the promotion to increase sales “hard selling”, was aimed for the market target, Indosat Rp O.- with the Hoki Simpati, whereas PR, in accordance with name of Public Relation, for the public, “soft selling”, not for selling. As SCTV cared, pepsodent cared etc.

Spoke about the difference, clear the difference!
Sales = the sale, meaning that must sell the good product thing and the service…
Marketing = the marketing, meaning that, saw market, the dry or wet market, the person’s rich or poor market, in the city or in the village, etc.. If we have understood the market, then we could sell the exact product target, therefore, between sales & marketing must synergy.
My understanding about the difference between Sales and marketing was to see the aim, Marketing to create “demand” through Marketing mix (product, price, promotion, place) in the four areas the part of marketing worked to manage and created this demand , with the low price, or the price high-end, how the suitable product to be thrown the market, the promotion how was good to carried out in order to be created demand and the side place (the distribution) so as cover from this product spreading was equitable. If the part of sales more often worked to serve this demand. Took order, bill, no matter what was connected with the sale personally.
Marketing: from planning to finishing product inside by using all the factors marketing.
Sales: How to sell this product with way efficiencies possibly to the aim target with the maximum results.
What was the meaning of the marketing? Could anyone who sold the product be acknowledged as the marketer? , When speaking with people’s group that became the property agency, they always said they were people of the marketing. In fact their work more in the merchandise affair, I did not blame them.
Generally the industry that really relied on the seller’s power like property and the insurance, viewing between marketer and seller as not having difference. For them, marketed the significant product, yes, sold. The matter is, was bought or not their product will depend on the capacity of the agencies sold their product. Possibly had several percent of the buyer that bought because has felt was certain of this product.
But most consumers bought because of urging of the seller’s power. Moreover if speaking about the insurance industry where between the one product and others its not difference, then the capacity of the insurance agency more played a role. The marketing term also utilised by many companies to close the ugly perception of the consumer against the seller. Many consumers believed the seller as the person that really pushy, cunning and bulshit. Because of that the marketer’s term also often to used.
The marketing term also often was connected with 4P. Majoring of economics and English many that mentioned 4P as the concept of the marketing when touching on the chapter about the marketing. This 4P was interpreted as: Product, Price, Place and Promotion. The product related to what the sold product , the price that was put into effect to this product, place be related to how to distributed this product and promotion be related to how promoted this product.
From 4P this, that most seen stood out was promotion. That’s the reason, many people also compared the marketing (only) with the promotion. In fact 4P personally developed to 5P, 6P, in fact 14P! For example Public Relations (PR). Beforehand PR was put as the activity of the promotion. But with increasingly the strength of PR as the activity of important communication, people of the marketing and PR began to release PR from the Promotion.
Was like this matter with people who worked in the service field, they put one element more in this P, namely the Process. The reason is, the process in a service something its important. The person enjoyed the service because the process was given. Although the product of sold was good, but if the process of the service that was given bad, the person could be unsatisfied.
If I tried defined simply, the marketing was efforts to move the product or the service to the consumer in order to be created satisfaction consumer side and value of company side. Moved product or the service to the consumer was not as simple as imagined. The consumer could refuse because they did not have a feel the requirement of this product. Also could have the requirement but product did not pull or the price was too expensive. Or, could also the product was not all that known or was difficult to be received. So, moved the product or the service to the consumer had many challenges.
Moreover when the product or service arrive in the consumer, the following challenge was, did this consumer also satisfied so as to want to accept the product and our service again? Although they were satisfied, the other challenge, was the company afterwards unfortunate consequently?
So the marketing was the series of the strategy, tactics and the action so long that the product was made by the company until to the consumer, gave satisfaction to them and created value for the company. Value here not only the profit but also other things like the image, the credibility and even the price of the share in the stock exchange. The marketing was not only needed by the company but also by the non profit agency like the government, the social agency and the non-governmental organization.
Moreover we need the marketing in our living everyday. For example, looking for the work, we must have the strategy so as our application could be glanced by the seeker of manpower. Then in the interview, we must have the capacity to market ourselves so ast they are interested to making us as their employee.
So the marketing could not be interpreted as sold or advertised . The whole element in the marketing became important and supportive mutually. The uniqueness, marketing knowledge indeed not mathematics. Marketing knowledge could be tinkered with in accordance as requirement. The fit strategy in one product was not necessarily fit to other product.
Moreover the marketing could making product earlier was not needed by the consumer could become a requirement. So the marketer rather opposed the theory of economics that rested itself on the requirement (need) and the wish (want) because both of them could be formed by the marketing. The proof is, ten years ago the person could live normal without the mobile phone. Now the person has difficulty living comfortably without the mobile phone!
Simply possibly we could be added that main of difference between Sales and Marketing was the concept where Sales oriented to the Producer, whereas Marketing was oriented to the Consumer. Sales usually offered from the side of product / service was offered to the consumer, like the superiority of the product/ the service, the benefit will be received, and specification of product. So sales its only limited offered or sold the product / service.
Whereas the Marketing usually bridges the consumer’s request with the product/the service offered, so the marketer tried to equip the product/service in order to be able to be accepted by the consumer or try to look for the side benefit from the product / service that was offered in accordance with the consumer’s request, when needing to carried out by several modifications against the product/service in accordance with the consumer’s request.
The basic difference from the term of sales and marketing was used the words if sales more referred to the side of the sale and marketing more referred to the side of the marketing. Sales more headed how we sold the product and the service technically, whereas marketing more headed to how we could market the product and the service to the market strategically.
There was my colleague previously had explored what is the name of sales during +/- 3 years ago and if I assumption the basic difference was, marketing more behind the table and thought about the strategy to market product based segment market, the market behaviour, the consumer’s wish and Sales that execution strategy. necessary in the line supervised also. the role between sales person and marketers really needed because marketer also needed information from sales person that entered directly to the field where they often accepted good input from the seller/reseller and the consumer, whereas marketer to carried out their development.

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If we seen differentiation and diversivication according to the structure words, almost similar in fact clear had the actual meaning its very different. I tried to see the application of this strategy from various different points of view, if the blogger at the same time could give one case analysis as well as the assumption condition that was exact in used respectively this strategy, or possibly sharing the experience in implementation. As early I was tried illustrated as follows,
Differentiation: metro Tv as the news tv, differed from the other Tv !
Diversification: the group metro had many businesses like metro the Tv, the media indo, etc.!
The strength and weakness? Depended situation, condition, tolerance, view, and the range of alias could not in compared with appeal to appeal, the method compared only from the same kind company , the similar business, the similar and very similar industry other, the example: metro tv compared to rcti – the strength metro tv possibly was the weakness rcti and on the other hand.
According to me one of the strengths that was needed when establishing an effort to be:

1. cost leadership, in this concept, the business was involved in always must pay attention the price level in competing with other producer. Because to leader in price meant to have to be ready to issue the product with the relatively price “askew” or cheap from the similar product.
2. differentiation, in this concept, the company tried to become different in the certain matter. This certain matter was: core the business, the capacity in the matter of innovation, or others.

The two matters were done in effort to gain the sympathy of the market at the same time as the weapon to keep the entry of the new competitor in the same business .

While diversification was one of the concepts of corporation’s strategy to grow and rely on the company’s capacity in creating the descendants’s business from the business involved in at this time (vertical diversification). For example, the company of the thread spinning wheel made efforts new/side for example, company garment.
Horizontal diversification, like the company garment produced clothes for man & woman, children & mature, casual & official, et cetera. It would be better if focusing product to first factor before, that afterwards just the other strategy that adapted. This strategy could low cost, differentiation or even playing in the premium market because not all the efforts / the product must play with cost leadership and really was affected by the type consumer from this product .
From the aspect of words literally differentiation and diversification was the two different words in a sense two words were the difference and widely. in the concept and the strategy marketing, the differentiation product was one of the significant company strategies to added/reduced some item/fitur certain to his product to make this product be different from the competitor’s product.
Hoped for this differentiation could buy added value to a product. The simple example was the increase in the feeling to the available product of feeling of the citrus fruit of package tea, apple etc. although in a manner concept of this product the tea product was same as the other product . or could also differentiation in the matter of the product package, service etc..
Occasionally differentiation was something trivial but could give the extraordinary effect for the consumer. Whereas Diversification was the expansion from core competence a product or the company that usually carries out diversification of supporting aim the core product that owned.

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have you ever read the classification of the thing whether that could be said fast moving product ? Afterwards how the problem of the price ? the calculation how many price from the production? And what is the requirement of the condition for product that we could become fast moving product?
Yesterday I thought, the Air Asia get so many complain then could be said in no time sold product but why the Garuda Indonesia that famous with the expensive ticket always sold out ticket ? Could the two airlines said did fast moving product? Or with way Of made website, Could website become one of the methods to fast moving product?
Usually I was known the term of fast moving product at the time of managed product. That is at the time of distinguished turn over the product based on the product group. This grouping its so important to control inventory in order to be able to achieve the optimum value. To the front of company wanted to make the product to fast moving.
Therefore necessary marketing and the system that could control turn over the product from the production/import down to the customer including all the forms program work to their activity.
If any problem of the price and the margin which were determined really depended on product kind and as big turn over this product. For the product kind has been strong of their brand will take the maximum profit, and for that was test in decisive pricing.
The method to grouped of fast moving product that most easy to be by using the Pareto technique. From the Pareto table was formed then you will get 20% product that contributed 80% from your sales. Well this group 20% that was acknowledged as the things group of fast moving.
Because the number of 20% would a great number, and you could still divide the level of the criticalness from this fast moving product.
Regarding this one and the utilisation method of Pareto Table for the business ritel and distribution you could be read in the book entitled: “How to Operate Your Store Effectively yet Efficiently”.
Fast Moving Product first must be seen first to use, usually product that was completely fast to utilised the service or thing, for example at this time, every month I must prepare fast moving product for the maintenance of the electrician Generator we managed each month like the air filter, the oil filter and other.. was still basically having the service completely was sold and used, there was also the thing that in accordance with used time must have been replaced and thrown away.
For Air Asia and garuda its so possibly because public has been attracted with their service offered. The example, Air Asia sold the ticket moderately cheap and could in saw from web site. to garuda the big possibility costumer has believed the service and facilities that were offered although the price more expensive.
So, any other idea to donate in here…

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Some time before, I discussions with my colleague. Only a discussion and pitted the argument to training patience and test the completeness of our information was their respective. Nearby, adjusted to debate while smiling. We debate End User words that Low Involvement. the local term, the users of the actual product were not involved in decisive brand that will be used.
The product that we chosen to debate was the LUBRICANT (Oil). According to my friend. The users of the LUBRICANT, most entrusted the brand election that will be used to MECHANICS or ATPM (the Sole Agent of brand Holder). So, if wanting to buy the lubricant, was kept speaking, that most OK. ya…. if the user of the Yamaha motor with Yamalube and the Honda motor with Federal in accordance with ATPM suggestion. If in the Car, Toyota often suggested the TGMO brand (Toyota Genuine Motor Oil).
He said “Mechanics and ATPM more understood, about the need” of “our vehicle than ourselves”. So, he said again.. “If making the advertisement , yes… ought to be aimed at mechanics”. Because of being in vain made the advertisement to end user for the category low involvement like this.. Was like this he explained with the full conviction.
I’m disagree. I could give proof, if the statement was wrong. If End User the Low Involvement lubricant, why market share the Federal brand and Yamalube was supervised by the brand of Top1, Mesran, Castrol and Shell ? In fact Yamaha and Honda represented approximately 85% of the number of motors that circulated in Indonesia.
Several lists of the product that often was put in the category end user Low Involvement like: the BATTERY, Obat Penghilang Rasa Sakit, Ban, Busi, or half of big spare parts, vehicle accesories and the medicine.
Now the product that high involvement likes: the Newspaper, Magazine, Cigarettes, etc. —- > quite strange also if having the person wanted to read the magazine, then asking to the retailer in the place, ” what most the magazine sold out ?” Bought 1 please !”
Did you agree with my friend’s opinion, that the lubricant Advertisement or other product of low involvement better was aimed to the Doctor (medicine), Mechanics (Part)? If not why ? If yes why?
I personal did not agree with End User that Low Involvement. Despite the research not always exact, but the trend showed results that were more realistic than thought. My intention, the Agent medias certainly will not want to use the Assumption method to decide whether a product must do campaign or not, in fact based on the owner proposal of the product although (the producer).
I also often discussed with relatives, family, the friend, friends and the acquaintance as well as the other person about a product that was used by them. Beginning with the brand, the reason chose the brand for the quality, surplus, lack, habit on the product , the availability in the market and the price.
Like that has been told beforehand, I used the vehicle lubricant with the brand that was not recommended by the vehicle factory . My reason more to the specification that made by the producer of the lubricant with all of his sorts of codes, I determined to use of this brand was based on the requirement for my use everyday. The specification of the lubricant that I used had grade that was higher than producer of my vehicle required, with consideration of the burden of the work (endurance), the environment (environment) and the maintenance of the vehicle (maintenance). I was done to anticipate the age with the vehicle, because I am not the type that often replaced the vehicle (high end).
Possibly if for the kind of the medicine product non ethical (apart from medicine was dangerous/must be controlled by user/must with the doctor’s recipe) the support end user very important, then the advertisement in end user must be available. End user that most knew precisely the characteristics of the thing that was used, and this end user could be educate to become loyal. Although being end user did not understand the thing that was used not so many, but education through end user non involvement also needed to increase the image of the product.
If for end user the High Involvement lubricant now increasingly was easy to get good Oil in traditional retail and in modern retail like hypermarket, in fact in minimarket as Alfamart, Indomart, etc. was available. This meaning that the producer hoped in end user played an important role in the election of a lubricant that would use.
The BTL activity then now increasingly incessant was carried out like in PRJ several brands like Evalube, Top-1, BM-1, etc. active promoted and educated the market (that most end user) about their products. Moreover I see SPG that was very pretty and sexy2 also really agresive offered product.
But my friend’s opinion could be correctly still for the fanatical person treating their vehicle in the official workshop, for example Honda Motor, we were not possible met: Great 1, Mesran, Repsol, BM-1, etc.. This automatically mechanics wanted did not want must recommend Federal Oil because of not having the other brand. Although having the AHASS workshop that used other brand, I convinced that must be a violation for the official workshop, likewise Yamaha used Yamalube. This conversely possibly happened in the independent’s workshops, the use recommendation of oil depended on the brand that gave value that more bigger to this workshop, but the customer could determine the choice.
Aside from Agree or disagree, when restricting discussions with the example of this product (Oil and Medicine) clearly the two product kinds were more often chosen because of consideration of Logic not only the Feeling. So, the consumer will certainly hear the expert opinion. The opinion of several experts will be processed by the consumer and was coloured with the personal trend. This personal trend that could be influenced of Promotion or also Packaging etc.. So End User continued to consider Beforehand the opinion that was Logical from the experts, after that the Feeling as 2nd consideration.
However, in carrying out the Advertisement must be aimed to End User . because with the available competition, then the brand was not recommended possibly 1(one). Then, the brand that was chosen could be brand that was recommended (by The expert) and was known (by End User)
Or advertisement could was aimed to End User by means of:

1. The education, explantion scientific was detailed enough, so as End User had the enough material to process input from the experts. Like the Ultra Milk advertisement in the print media (if being not wrong ate a half page of the newspaper with almost Full Text-few the Picture) several years ago. By this means End User was made almost equally clever (in chose) with The experti. End User can in fact discuss their reasons.
2. Used the experts as the advertisement star not the Artist. According to me “Top1 success precisely because of Mechanics made the opinion of the artists in the TV when End User asked them (mechanics).
3. Authentication. Like the advertisement in the MEDIA TV or event-event/BTL.

Indeed had correctly the opinion above, but again that not a 100% true. Because anything that happened decision of the purchase to buy an oil product (from the demonstration product), was 100% decision of the consumer. Although in it so many factors to influenced (for example the experience consumen direct, the price, the quality, what the common words about the product, and still many others).

In fact for the product that low involvement like oil, to carried out the promotion was not enough only through the media. But also often must carry out the promotion through bellow the line (the exhibition, event, or anything), because of the promotion through bellow the line would far more education the consumer than through media.
The promotion bellow the line for the classified product as the category low involvement will give more time to the consumer to ask about a product so that they far understand the superiority of this product compared with the other product.
According to me, for the product that be classed as high involvement, the promotion bellow the line only reinforced the existence brand from this product. Therefore, many products like this, for example cigarettes always carried out the activity bellow the line with the agenda sponsorship, that only only to showing to public that they brand still exsist.
Moreover for the product that low involvement as oil must also carry out the approach against workshop sides and the like. For example, by applying the system if the workshop side was successful sold 100 litre oil in 1 month will get how many percent of the sale. By this means the certain workshop side will be interested taking part in promoting this oil product. Remembered , the community’s Indonesian majority was still asking for consideration of the workshop side about oil what was good for their car..

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