What is SIMPATI?
SIMPATI is one of famous provider cellular in Indonesia, SIMPATI produced by TELKOMSEL. Actually TELKOMSEL have 3 kind of main product, they are SIMPATI, Kartu AS and Kartu HALO. but in this special occasion I will just explain about marketing campaign which done by SIMPATI.
Actually, at 5 January 2011 SIMPATI launch their new product called SIMPATI TM (Talk Mania) ON. This new product have two kind of program, the first program is called SIMPATI Talk Mania (TM) ON that dedicated for consumer SIMPATI it self who want to get low cost for called their relation who used SIMPATI too. and the second program called SIMPATI Talk Mania Gift, this program is dedicated for cuctomer of SIMPATI who want to give their pulse to another SIMPATI's customer.
How to join this new program?
for SIMPATI Talk Mania (TM) ON just type TM (space) ON than send the message to 8999. And for SIMPATI Talk Mania Gift, just type TM (space) KASIH (space) Objectives number and send to 8999 too.
For this advertising campaign they use media strategy to building their customer loyalty and encouraging their purchase. I will try to expalin about building loyalty, actually all customer will choose a product which have low price with good quality, for keep their consumer always using SIMPATI, so they launch new program called SIMPATI Talk Mania. And the second strategy is to encouraging their purchase. As we know that know competition in provider cellular market is very tight, all provider offering new special program that very intetresting for customer. SIMPATI do not want to become a looser, so they launch this new program, in orfer they will increase their purchasing.
SIMPATI used two kind of advertising format, first is Above The Line (ATL) format and the second is Below The Line (BTL) format. For ATL format, they used Commercial on television which airs everyday for 3 month since 5 January 2011 since 6 am until 8 pm and the audience of this advertising is wide audience and nearly everyone. Because market segmentation of SIMPATI are wide from children like student until adult like employee. Than Out Of Home (OOH) advertising format like billboard. The illboard put in strategic place that possible to a lot of people to show about the advertisement and printed media like advertisement in magazine and newspaper . For Below The Line format (BTL) they used internet media site. In this site, customer will given a lot of information about this new program.
I think advertising campaign of Tupperware already good. They blended ATL and BTL well. So the information about new program will easy and fast to spread in our society. This advertising campaign also can reach a lot of customer, in fact purchasing of SIMPATI is increase during and after their advertising campaign.
Selasa, 25 Januari 2011
Market Segmentation and Consumer Behavior of Tupperware
Actually, market segment of Tupperware is women, especially housewife. As we know that Tupperware brand company produced household company which very close and familiar with a lot of housewife. If we describe from demographic point of view we will know that Tupperware is dedicated for the people who has age around 20-50 years old, sex: :female, Religion: all religion, income: high economy income and the life cycle is married, with children.
If we identify from psychographics point of vies we will know that Tupperware is for the people who has high education degree. why I say like that? because majority all people that have high education degree very concern with quality product which they buy, because they think that it will give impact for their body. From lifestyle point of view Tupperware focus with consumer who have glamorous lifestyle and from modern society. Because this society is very aware with the quality and their healthy.
Consumer can get Tupperware product in Tupperware agent, that spread almost in every city in Indonesia, buy on online store of Tupperware or visit www.tupperwareindonesia.com anytime they want or they can join in Tupperware Party as one of marketing strategy of Tupperware Brand Corporation.
From Maslow Hierarchy of needs point of view, we can say that consumer have two reason to buy Tupperware product. First reason is about how to fulfill their physiological needs, because every housewife needs some household ware in their home. The second reason is about social needs. Actually, Tupperware have unique marketing strategy called Tupperware Party. In this event possible to submitted a lot of housewife in one place. In that event they will build social relationship.
For build their consumer loyalty, Tupperware will give special discount for their member. The discount is depend on kind of product.
If we identify from psychographics point of vies we will know that Tupperware is for the people who has high education degree. why I say like that? because majority all people that have high education degree very concern with quality product which they buy, because they think that it will give impact for their body. From lifestyle point of view Tupperware focus with consumer who have glamorous lifestyle and from modern society. Because this society is very aware with the quality and their healthy.
Consumer can get Tupperware product in Tupperware agent, that spread almost in every city in Indonesia, buy on online store of Tupperware or visit www.tupperwareindonesia.com anytime they want or they can join in Tupperware Party as one of marketing strategy of Tupperware Brand Corporation.
From Maslow Hierarchy of needs point of view, we can say that consumer have two reason to buy Tupperware product. First reason is about how to fulfill their physiological needs, because every housewife needs some household ware in their home. The second reason is about social needs. Actually, Tupperware have unique marketing strategy called Tupperware Party. In this event possible to submitted a lot of housewife in one place. In that event they will build social relationship.
For build their consumer loyalty, Tupperware will give special discount for their member. The discount is depend on kind of product.
Rabu, 24 November 2010
PRODUCT AND PRICING OF TUPPERWARE
Tupperware is the name of a home products line that includes preparation, storage, and serving products for the kitchen and home, which were first introduced to the public in 1946.
Tupperware's product ranges are often marketed under different names in different markets, and the product ranges and colors themselves differ between markets. Some of Tupperware's most popular lines include:
- Illusions: "glasslike" range of serving dishes.
- Bungee: refrigerator storage with flexible lids for overfilling.
- UltraPlus : plastic casseroles advertised as being safe when used in a microwave or a conventional oven, with heat resistant properties
Tupperware is the leader market of household ware in Indonesia. Because almost 50% market share in Indonesia reach by Tupperware. The raw material of Tupperware's wide range of products around the world, less than 10 percent are made from polycarbonate. Tupperware's Research and Development group has found that polycarbonate creates the highest quality and most durable products for consumers. Polycarbonate is used primarily in products intended for high heat resistance, as well as some serving lines. Consumers have consistently asked for durable, microwave-safe products, and we believe that polycarbonate has been a good choice for meeting this need. Bisphenol A (BPA) is a key industrial chemical used to make polycarbonate, a raw material found in hundreds of plastic household goods and other products include Tupperware.
The packaging of tupperware product is carton and bag pack, for storage and preparation product, they use carton and for serving product majority they use bag pack. The package is design well and the effect, alot of people that falling in love with Tupperware. The package form and size depend of the product because Tupperware’s product have kind of size and form.
Tupperware include durable/ hard product, it is mean that Tupperware is goods that last for a long time. The brand image of Tupperware are ekslusif, unique and long lasting product. For one design used just for produced 1000 Tupperware’s product, and spread in a whole world.
The brand essense of Tupperware is For Home, For Health, For Life... it is mean that Tupperware tupperware is household ware for our home and our family, and produced with safety raw material that good for our healt and automaticaly its will give good impact for our life.
Brand promise of Tupperware is Enlightment, Educate, Empower. They want to make our society become extraordinary socety and its show in oneof CSR program called “Tupperware she can!”. So Tupperware is very concern with their customer.
COMPARATION
TUPPERWARE | SOPHIE MARTIN HOUSEHOLD/ RUBBERMAID |
Airtight technology | Non airtight technology |
Colorful product | Non colorful product |
Unique and functional design | Standard design without new innovation |
High quality of material | Low quality of material |
Good marketing strategy | Conventional marketing strategy |
COMPARATION PRICE
Tupperware | Sophie Martin Household/ Rubbermaid |
Preparation Product Rp. 2.000.000,00 - Rp. 5.000.000,00 | Preparation Product Rp. 100.000,00 – Rp. 2.000.000,00 |
Storage Product Rp. 100.000,00 – Rp. 2.000.000,00 | Storage Product Rp. 100.000.00 – Rp. 1.000.000,00 |
Serving Product Rp. 100.000,00 – Rp. 1.000.000,00 | Serving Product Rp. 50.000,00 – Rp. 500.000,00 |
As one of Tupperware’s customer, i will give my opinion...
• Tupperware is a good producer of household
• Tupperware have unique and functional design
• Tupperware package their product well
• High quality product ≠ reasonable price
Tupperware use Premium Pricing strategy, because they give high price for each product but with high quality product also.
As I say before that market share of Tupperware in Indonesia is almost 50% , and in the second position is Rubbermaid and in the third position is Sophie Martin. It is mean that Tupperware have good response in Indonesia.Well, thats all my explanation about Tupperware product and pricing strategy, see you in the next topic....
Product and Pricing of Tupperware
Tupperware is the name of a home products line that includes preparation, storage, and serving products for the kitchen and home, which were first introduced to the public in 1946.
Tupperware's product ranges are often marketed under different names in different markets, and the product ranges and colors themselves differ between markets. Some of Tupperware's most popular lines include:
- Illusions: "glasslike" range of serving dishes.
- Bungee: refrigerator storage with flexible lids for overfilling.
- UltraPlus : plastic casseroles advertised as being safe when used in a microwave or a conventional oven, with heat resistant properties
Tupperware is the leader market of household ware in Indonesia. Because almost 50% market share in Indonesia reach by Tupperware. The raw material of Tupperware's wide range of products around the world, less than 10 percent are made from polycarbonate. Tupperware's Research and Development group has found that polycarbonate creates the highest quality and most durable products for consumers. Polycarbonate is used primarily in products intended for high heat resistance, as well as some serving lines. Consumers have consistently asked for durable, microwave-safe products, and we believe that polycarbonate has been a good choice for meeting this need. Bisphenol A (BPA) is a key industrial chemical used to make polycarbonate, a raw material found in hundreds of plastic household goods and other products include Tupperware.
The packaging of tupperware product is carton and bag pack, for storage and preparation product, they use carton and for serving product majority they use bag pack. The package is design well and the effect, alot of people that falling in love with Tupperware. The package form and size depend of the product because Tupperware’s product have kind of size and form.
Tupperware include durable/ hard product, it is mean that Tupperware is goods that last for a long time. The brand image of Tupperware are ekslusif, unique and long lasting product. For one design used just for produced 1000 Tupperware’s product, and spread in a whole world.
The brand essense of Tupperware is For Home, For Health, For Life... it is mean that Tupperware tupperware is household ware for our home and our family, and produced with safety raw material that good for our healt and automaticaly its will give good impact for our life.
Brand promise of Tupperware is Enlightment, Educate, Empower. They want to make our society become extraordinary socety and its show in oneof CSR program called “Tupperware she can!”. So Tupperware is very concern with their customer.
COMPARATION
TUPPERWARE | SOPHIE MARTIN HOUSEHOLD/ RUBBERMAID |
Airtight technology | Non airtight technology |
Colorful product | Non colorful product |
Unique and functional design | Standard design without new innovation |
High quality of material | Low quality of material |
Good marketing strategy | Conventional marketing strategy |
COMPARATION PRICE
Tupperware | Sophie Martin Household/ Rubbermaid |
Preparation Product Rp. 2.000.000,00 - Rp. 5.000.000,00 | Preparation Product Rp. 100.000,00 – Rp. 2.000.000,00 |
Storage Product Rp. 100.000,00 – Rp. 2.000.000,00 | Storage Product Rp. 100.000.00 – Rp. 1.000.000,00 |
Serving Product Rp. 100.000,00 – Rp. 1.000.000,00 | Serving Product Rp. 50.000,00 – Rp. 500.000,00 |
As one of Tupperware’s customer, i will give my opinion...
• Tupperware is a good producer of household
• Tupperware have unique and functional design
• Tupperware package their product well
• High quality product ≠ reasonable price
Tupperware use Premium Pricing strategy, because they give high price for each product but with high quality product also.
As I say before that market share of Tupperware in Indonesia is almost 50% , and in the second position is Rubbermaid and in the third position is Sophie Martin. It is mean that Tupperware have good response in Indonesia.Well, thats all my explanation about Tupperware product and pricing strategy, see you in the next topic....
Selasa, 05 Oktober 2010
TUPPERWARE BRANDS CORPORATION
Tupperware is the name of a home products line that includes preparation, storage, and serving products for the kitchen and home, which were first introduced to the public in 1946. Tupperware was developed in 1946 by Earl Silas Tupper in the Orlando, Florida. He developed plastic containers used in households to contain food and keep it airtight. Tupperware develops, manufactures, and internationally distributes its products by its parent company Tupperware Brands Corporation and it is marketed by means of direct sales through an independent sales force of approximately 1.9 million consultants.
The company is best known for its plastic bowls and storage containers, however in recent years has branched out into stainless steel cookware, fine cutlery, chef's knives and other kitchen gadgets. After experiencing a slump in sales and public image in the mid-1990s, the company created several new product lines to attract a younger market. Tupperware spread to Europe in 1960 when Mila Pond hosted a Tupperware party in England, and subsequently around the world. In 2003, Tupperware closed down operations in the UK. Tupperware is now sold in almost 100 countries, after peaking at more than a hundred after 1996.
Tupperware pioneered the direct marketing strategy made famous by the Tupperware party. A Tupperware party is run by a Tupperware consultant for a host who invites friends and neighbors into his or her home to see the product line. Parties also take place in workplaces, schools, and other community groups. Brownie Wise (1913–1992), a former sales representative of Stanley Home Products, developed the strategy. During the early 1950s, Tupperware's sales and popularity exploded, thanks in large part to Wise's influence among women who sold Tupperware. In many countries, Tupperware products come with a lifetime guarantee.
In my opinion, Tupperware Brands Corporation is one of good household company. This company has always produced high quality product with good marketing strategy. They use their customer as their seller. More than that, Tupperware Brands Corporation has good marketing program called Tupperware party. Why I said like that? Because this program teaches housewife how to sell a product with sociable atmosphere. The positive feminist views consider that Tupperware provided work for women who were pregnant or women who can not work because a lot of reason.
The company is best known for its plastic bowls and storage containers, however in recent years has branched out into stainless steel cookware, fine cutlery, chef's knives and other kitchen gadgets. After experiencing a slump in sales and public image in the mid-1990s, the company created several new product lines to attract a younger market. Tupperware spread to Europe in 1960 when Mila Pond hosted a Tupperware party in England, and subsequently around the world. In 2003, Tupperware closed down operations in the UK. Tupperware is now sold in almost 100 countries, after peaking at more than a hundred after 1996.
Tupperware pioneered the direct marketing strategy made famous by the Tupperware party. A Tupperware party is run by a Tupperware consultant for a host who invites friends and neighbors into his or her home to see the product line. Parties also take place in workplaces, schools, and other community groups. Brownie Wise (1913–1992), a former sales representative of Stanley Home Products, developed the strategy. During the early 1950s, Tupperware's sales and popularity exploded, thanks in large part to Wise's influence among women who sold Tupperware. In many countries, Tupperware products come with a lifetime guarantee.
In my opinion, Tupperware Brands Corporation is one of good household company. This company has always produced high quality product with good marketing strategy. They use their customer as their seller. More than that, Tupperware Brands Corporation has good marketing program called Tupperware party. Why I said like that? Because this program teaches housewife how to sell a product with sociable atmosphere. The positive feminist views consider that Tupperware provided work for women who were pregnant or women who can not work because a lot of reason.
My Lovely Product
I will give my opinion about one brand which produce household. I am sure that all of you have heard about Tupperware. As one of Tupperware's customers i will give my opinion in positive side and negative side about this product. Positive side of Tupperware:
Good quality of Tupperware
Creative design of Tupperware
Colorful product of Tupperware
Safety product of Tupperware
Good marketing strategy of Tupperware
Lifetime guarantee of Tupperware
Negative side of Tupperware:
High selling price of Tupperware
Non-biodegradable product of Tupperware
Good quality of Tupperware
Creative design of Tupperware
Colorful product of Tupperware
Safety product of Tupperware
Good marketing strategy of Tupperware
Lifetime guarantee of Tupperware
Negative side of Tupperware:
High selling price of Tupperware
Non-biodegradable product of Tupperware
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