Advertising Campaign of SIMPATI

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.

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.