Ichitan - Digital Strategy 2021 Draft

Digital Strategy
ICHITAN 2021 Prepared by

Circaideaworks
roert o CircaIdeaworks. All rihts reserved. Do not co.
Circa Ideawoks
Menjadikan ICHITAN minuman teh susu/kopi susu dalam kemasan
asli Thailand paling disuka melalui strategi digital yang efektif
Property of CircaIdeaworks. All rights reserved. Do not copy.
Brand In Brief RTD teh hijau susu /teh susu/kopi susu dengan citarasa
asli
Product Thailand, 310ml RP 8000,-
Features
(occasional drinkers) teh hijau /teh/kopi susu bukan
peminum fanatik
Moment of
Consumption
Selingan saat makan, beraktifitas di luar, konkow
Product dengan teman (OOH)
Experience
Cita rasa asli minuman Competition
thailand yang sebenarnya. RTD tea/coffee - cluttered - battle of mind :
Sekali neguk lidahnya minta pembelian impulsive
lagi

Consumers
Cintenials, Gen Z dan milenials yang suka iseng minum
GenZ dan Millennials suka minuman yang kekinian
RTD atau lagi
happening General Finding Loyalitas konsumen RTD terhadap brand tergolong

rendah, preferensi rasa masih lebih tinggi
Purchasing Manager's Index (PMI) Indonesia

diramalkan terus berada di atas level 50,0 selama
kuartal I/2021
www.kompas.com
www.tempo.com
www.Bisnis.com
Beverage
PsychologySuka tertekan dan penuh penat, makan dan minum
bareng teman sembari ngobrol mengurangi beban
pikiran
Minum bareng teman jadi salah satu cara membuka

komunikasi dan mengenal orang lain
Vera Itabiliana Hadiwidjojo, psikolog

www.viva .com
Brand Challenge
Battle of Mind Property of CircaIdeaworks. All rights
reserved. Do not copy.
Need Based
Iseng
Haus
Makan
Property of CircaIdeaworks. All rights reserved. Do
not copy.
Impulsive
NON TEA / NON COFFEE : tidak termasuk:
Consumer mind journey – RTD/MT/GT

Need Based Makan Teh buah
Experience
Taste Preference
Haus Teh hijau
Iseng Teh melati

Panas
Teh Crysiant
Dingin
TEH Jenis / asal biji
Impulsive
Teh susu
Sensoric
Self-Instant
Budaya
Fusion
NON TEA / NON COFFEE : tidak Panas
KOPI Hitam Susu
Dingin
Caramel
Self-Instant lihat proses
Gula Aren
not copy.
termasuk:
Consumer mind journey – RTD/MT/GT
Need Based
Haus Iseng Makan Teh hijau
Teh melati
Taste Preference
Teh Crysiant Dingin Paling disuka
Memory Relevance
Teh buah
Experience Panas
Paling diingat VS
TEH Teh susu Self-Instant
Impulsive Sensoric indicisiv

Gula Aren Fusion
Panas
Jenis / asal biji
Dingin
Self-Instant lihat proses
NON TEA / NON COFFEE : tidak

KOPI Hitam Susu
Budaya
Caramel
not copy.
termasuk:
Brand Challenge
● RTD adalah kategori produk yang mayoritas
impulsive dan dikonsumsi saat OOH, dan
mobile
● Kecuali saat festive dan in home

consumption ; SKU family size
● Pemahaman consumer journey yang jeli
● Netizen tidak secara sukarela mem-follow

digital aset non-lifestyle brand >
membutuhkan pull strategy tepat
● Digital aset Ichitan harus lebih effective

penggunaannya
Digital Role Ichitan

Consumer Mindset
Consumer Journey
Menciptakan Brand
Out of Home
Impulsive,
consumption
Excitement dan TOM
Spontaneous
GT, MT,
Ichitan saat OOH
Pendekatan Menciptakan Ownable Hype

tentang thai (drink)
phenomena melalui tema
Strategi campaign yang kuat
Insightful creative media

Digital akan menjadikan ICHITAN
variant Thai milk green tea/
Membangun Awareness >
Relevance > Preference milk tea/ milk coffee yang
paling relevan / dekat
Digital role yang tepat guna dengan konsumen
Impulsive RTD consumption Penggunaan kanal media

behavior requires OOH digital digital yang efektif dan
reach terukur
WHO ARE WE TALKING TO?

Our Target Audience
not copy.
RTD Tea/Coffee Consumers
POPULATION AGE SPLIT SEC OCCUPATION GENDER
14.3
Mio
25%
44.8
Mio
78%
24.9 Mio 44%
34% 66%
Source: Clear Decision, The Nielsen Company Q3 20

16 Cities Population: 57,320,00

Their Attitudes & Lifestyle LIFESTYLE
SEGMENT ATTITUDES STATEMENTS

shopaholic, confident, early adopter,
Source: Clear Decision, The Nielsen Company Q3 20 16 Cities Population:
57,320,00
persistent and opportunist.
Pretty much describing people who are • I like to look fashionable
SHOPPING passionate in shopping. But before make • I like watching online
ENTHUSIAST decision to purchase, they will do product • Enjoy life, don’t worry about the future
review just to make sure the right choice.
However, they easily attracted to sale and
would pay extra to get a premium brands.
These people always keep up with internet • I often post comments/reviews online • I
and technology trend, could even be said always check the nutritional content of food
that internet is the main highlight in their and drink I consume
SOPHISTICATED daily life. They also care with their • I do some form of sports
self-health. One of the segment who loyal to
familiar brands and care with social issues.
HIGH Eager to excel at many aspects of life (to be a • I want to get to the very top in my career •
healthy being, to have a happy family, to You should seize the opportunity when it
ACHIEVERS keep up with fashion and trend), in order to arise
achieve their aspiration, they tend to be • I like watching TV advertisement

SHOPPING
Shopping
Habits RETAIL
VISITATION SEGMENT STATEMENTS

good ads
• I always consider the price
SHOPPING
ENTHUSIAST
• Product review are very important to me
• I always try new things earlier than other
people
• I believe more in products recommended
by experts
SOPHISTICATED • I am only interested with ads that are

relevant to me
• I usually select familiar brands
• I enjoy doing online shopping
HIGH
ACHIEVERS
Source: Clear Decision, The Nielsen Company Q3 20 16 Cities Population: 57,320,00
• Enjoy the fun of shopping

• I sometimes buy products because of
Do not copy.
Property of CircaIdeaworks. All rights reserved.
How to reach them

All target audiences are geared towards TV still have the highest penetration among all
targets. Internet is the close second, followed by OOH format and Radio.
PENETRATION AFFINITY INDEX
Source: Clear Decision, The Nielsen Company Q3 20
16 Cities Population: 57,320,00
DILO
(WEEKDAYS)
!
Time spent
on mobile
stretches across the Validate dinner

entire day!
R
S
L
E
validate choices
Public transport, traffic, Wake up, prepare,
P
Stressed at
I
E directions, what to eat Choices for lunch, how

for lunch to get there,
directions, what to eat
choices, Cool things to
for dinner
do at night. Public
transport
On the road,
Back to work,
Public transport, traffic,
On the road, dinner, catch up
TI
go to school/work, university or at Lunch Nongkrong

Nongkrong with friends, chill
VI
T
traffic work home or school,
9A M 12PM 3PM 6PM
CA
6A M
S

DIL Time spent on mobile
stretches across the entire
day! (WEEKENDS)
O !
I
Plans with friends or family, house. transport
V
where to hangout, get choices Public transport, traffic,
I
for lunch and hangout, how to directions, what to eat for
E
T
get there, validate choices dinner
Social media, TV to update
On the road, dinner, catch up
R
oneself on programs, Radio on

with
O
L
music.
On the road, Nongkrong can be friends and family, chill
With friends or family. Hangout
P
X extended based on what friends

E
places or just at home (catch up agreed
Tends to sleep in a bit more. with movies/series/programs).
to: Watch Movie in cinema.
Have breakfast with family. Activites based on what is latest
S
Multi media usage with friends: mall, new places to Validate dinner choices, Cool
E
I
eat/hangout, or at a friends things to do at night. Public
C
6AM 9AM 12PM 3PM 6PM
A
H C
THE BATTLE FIELD

Competitive Landscape

Property of CircaIdeaworks.
All rights reserved. Do not copy.
Kopi Susu Khas Thailand enak dan nendaaang
#EnergizeYourDay #LuckyDay #KopikoLuckyDay #EnaakDanNendaaang Property of
CircaIdeaworks. All rights reserved. Do not copy.

ICHITAN ASSET REVIEW
Hingga saat ini, brand yang sangat aktif adalah Nu Tea bersama NCT
127, Fruit Tea dengan gaming nya dan Teh Botol Sosro dengan
Ichitan
kolaborasinya. mempunyai aset
digital yang lengkap, hingga
TikTok.
Untuk varian Thai Milk
Green Tea tidak ada
kompetitor head to head di
pasar RTD.
Followers terbanyak (untuk Di tengah pandemi, Nutriboost tidak
mengaktifkan social media, tapi konvensional.
masih tetap beriklan di media IG) adalah Fruit Tea.
Y
tawar tanpa gula
Kopiko Lucky Day hadir dengan

klaim kopi susu khas Thailand
enak dan nendang.
SUMMAR Ito En klaim bahwa mereka

adalah minuman sehat teh
Defining Brand Truth
Friendly
Fun and Generous

Ichitan DNA
Fun-thai-istic
Reliable and Innovative Unique
Experience
Thai Heritage
Rasa authentic khas minuman Thailand, punya sensasi kuat di setiap tegukannya
yang bikin kita bisa ngerasain lebih santai jalanin sama nyikapin hari-hari.
Defining Human Insights

Corona Impact
Release Boredom
Spontaneous, with Friend
Life needs a
break Impulsive Always
Human Insights
Out of Home, Mobile
Thai Milk Tea/ Thai Milk Green Tea/ Thai Milk Coffee dan Thai Mango Coconut itu
minuman yang nemenin gue buat nyantai hari-hari.
Proposition
Fun and Generous
Friendly
Brand
Release Boredom
Corona Impact
Proposition Insights
Ichitan DNA TEMEN Life needs a
Reliable and Always with
Fun- Thai-istic break Friend
Innovative ?
MINUMAN WAKTU LO
ASLI THAI, NYANTAI Spontaneous,
Unique Experience
Human Impulsive
Out of Home, Mobile
Thai Heritage

Buat Millennials atau Gen Z, hidup itu

harus bisa dibikin nyantai
Gak usah dibikin pusing, gak perlu dibikin ribet.

Kalau ada masalah, ngapain dibikin susah?!
Yang penting buat mereka bisa nikmatin hari-hari

dengan cara happy

Bahkan dengan rebahan, segala keruwetan bisa
terselesaikan
Rebahan bukan berarti males-malesan
Rebahan bukan berarti cuma selonjoran
Tapi rebahan itu cara santai nyikapin persoalan
Makanya di sini bakal jadi tempat buat Property of
SOCIAL MEDIA MOOD BOARD

SOCIAL MEDIA TONE COLOR & CONTEXT
BUCIN, Traveling,
Liburan, Seru-Seruan.
Me Time, Streaming,
Baca Buku, Nyantai / Gabut

Konten yan
atau gimm
IG Story TikTok ICHITAN.
Filter fun g
#BikinSanTHAI K
Fun Fact Trending Viral Semua con
at
u video cont
Kuis)
Content SanThai
K
daProperty of CircaIdeaworks. All rights
reserved. Do not copy.
Kuis
Gimmick Trivia
Context SanThai
BUCIN
Traveling Liburan
Seru-Seruan
PILAR Fun Fact, Trending, Viral
Caption:
Ngapain jauh-jauh ke
luar negeri. Semua
tempat sanTHAI yang lo
pengen di luar negeri,
ada di Indonesia.
Bangga kan lo?!
#ichitan #bikinsanthai
#ichitanmilktea
#santhai #temensanthai
#mrtan
Property of CircaIdeaworks. All

rights reserved. Do not copy.
PILAR PILAR PILAR
Fun Fact, Trending, Viral Content SanThai Kuis, Trivia
Context
SanThai kaleee!
#ichitan #bikinsanthai #ichitan #bikinsanthai
#ichitanmilktea #santhai #ichitan #bikinsanthai #ichitanmilktea #santhai
BUCIN #temensanthai #mrtan #psbb #ichitanmilktea #santhai #temensanthai #tebaklirik
Caption: #temensanthai #psbb #ichitanchallenge #ichitantrivia
Traveling Liburan Kisah santhai di malem #malamminggu
Seru-Seruan minggu~ Caption:
Caption: #bikinsanthai ajaaa~ Yang bucin
Kisah PSBB. Ada yang relate? pasti tau lah. Komen langsung di
Ada rekomendasi malem
mingguan asik gak? Share bawah dong! Jawaban Kuis

PILAR PILAR PILAR
Context SanThai
Caption:
#temensanthai #tipssanthai
Nongkrong #ichitan #bikinsanthai
#ichitanmilkcoffee #santhai
Game #temensantahi #esport #gaming
Berkarya
SERSAN (Serius Santai)
Caption: Jawaban Kuis
Yang ketiga gak pernah boong, sih. Caption:
Gimana menurut lo? Pernah Punya apa hayo? Coba jawab, biar
Among Us bisa gak ya dijadiin #bikinsanthai
“pake” orang
cabang olahraga e-sport?
dalem juga gak?
#ichitan #bikinsanthai
Atau kira-kira game yang cocok #ichitan #bikinsanthai #ichitanmilktcoffee #santhai
dijadiin cabang e-sport menurut #ichitanmilkcoffee #santhai #temensanthai #tebaklirik
lo, apa? #ichitanchallenge #ichitantrivia

PILAR PILAR PILAR
Context
SanThai #bikinsanthai Caption: Caption:
Editor juga manusia. Biar #bikinsanthai mending coba
Selain lagu di atas, ada tebak gambar di atas jadi satu
Me Time Streaming, Baca rekomendasi lagi gak? Coba share Kamu punya moment terlalu kalimat. Clue-nya udah ada. Coba
Buku Nyantai di kolom komen! santhai, sampe blunder kaya gitu jawab, bisa gak nih?
Gabut juga gak? Coba komen!
Caption: #ichitan #bikinsanthai #ichitan #bikinsanthai
Musim ujan, me time santhai, #ichitanmilkgreentea #santhai #ichitan #bikinsanthai #ichitanmilktgreentea #santhai
#bikinsanthai #ichitanplaylist #ichitanmilkgreentea #santhai #bikinsanthai #tebakgambar
selimutan, sambil dengerin lagu.
#playlistsanthai #temensanthai #gameofthrones #film #netflix #ichitanchallenge #ichitantrivia
Emang cocok banget untuk #temensanthai
#terlalusanthai #temensanthai

Keringetan Panas
Gerah
Now you know~
Komen dong, kalo “sepeda” di

daerah lo, disebut apa?
#ichitan #bikinsanthai #ichitanmango

#santhai #bikinsanthai #temensanthai
#sepeda #ichitanfunfact #temensanthai
Ichitan #bikinsanthai tapi gak kaya
gini juga kaleee!
Santhai versi lo, yang mana nih?

Caption: #santhai #bikinsanthai #terlalusanthai
Caption: PILAR #temensanthai
PILAR Kuis, Trivia #meme #funnymeme
Context SanThai Content SanThai Biar #bikinsanthai kita main
tebak-tebakan dulu, yuk!
Olahraga
PILAR Kira-kira, isi pantun yang cocok di
Fun Fact, Trending, Viral atas apa neeeh? Coba komen!

#santhai #bikinsanthai #temensanthai
#ichitanchallenge #ichitantrivia
Caption:
#pantun
Property of CircaIdeaworks. All
rights reserved. Do not copy.
CONTENT SAMPLE - Tiktok
Tiktok dapat menampilkan

konten
topik dari IG namun
dengan
format video yang seru tapi
santhai.
Contoh topik konten:

- Susun kata challenge
- Dessert buat nyanthai
bareng Ichitan.
DIGITAL ACTIVITY
Instagram Filter - Teka-teki santhai

Mr. Ichitan
Mengajak audiens untuk share video

IG Stories dengan menggunakan filter
Instagram Jawab Santhai dari Ichitan.
Audiens mengupload video di IG
Stories dengan mention @ichitanindo
akan ada hadiah menarik.
Tujuan: membangun excitement serta

meningkatkan engagement audiens
terhadap Ichitan.

DIGITAL ACTIVITY
Sahabat Ichitan of The Month
Mencari para penikmat Ichitan yang kreatif dan inovatif untuk menjadi Sahabat Ichitan of The
Month. Audiens diminta untuk share foto/video cara mereka santai sejenak di kehidupan
sehari-hari bersama produk Ichitan. Peserta yang terpilih akan dinobatkan sebagai Sahabat
Ichitan of The Month dan memenangkan hadiah menarik dari Mr. Ichitan.
Tujuan: meningkatkan engagement dan brand conviction terhadap Ichitan.

Property of
IMPLEMENTASI BIKIN SANTHAI
semua digital aset
ICHITAN dengan
lebih
memanusiakan
segala aset melalui Menggiatkan
pendekatan yang
OWN fun dan witty
komunitas dan
netizen sebagai
MEDIA EARN kanal untuk
memaksimalkan
MEDIA digital buzz
PAID
Memperbaiki MEDIA
menaikan audience media channel (own
reach dengan assets), GDN dan
menggunakan ads afiliasi placement
placement di social
Memaksimalkan dan

OWN
MEDIA
OWN MEDIA STRATEGY

HUMANIZING THE SOCIAL MEDIA ASSETS
Ichitan itu orangnya..
Easy going dimana keberadaannya selalu ditunggu

di tempat tongkrongan. Apalagi dia selalu terdepan
buat urusan tren dan berita.
Dia humoris tapi cerdas, bahkan semua orang mudah

mengerti jokesnya. Sikapnya yang ekspresif
membuatnya sering melakukan hal-hal yang
out-of-the-box dengan caranya.
Ia melihat semua hal dalam kehidupan ada jalan

keluarnya kalau kita menyikapinya dengan
sanTHAI.
SOCIAL MEDIA ROLE Bersifat fun dan witty dimana
Twitter
M
Ichitan akan involve

dalam berbagai twitter
LE percakapan dan trending Instagram
topic, dan membawa Channel untuk berbagi
sudut pandang yang kegembiraan dan
N
positif membuat hidup lebih fun
N dengan berperan sebagai
peer/teman sharing yang
A
seru dan witty. Youtube

H
Channel video aset yang
C
Tiktok dimiliki oleh Ichitan, dan
Menampilkan snackable menampilkan
N konten seputar kebiasaan Facebook contextual ads
I
sehari-hari mirroring dari Menampilkan mirroring berdasarkan keyword
A Instagram dan twitter asset dari Instagram dan pencarian para target
audience IN
CH
AN
R
N
G
SU
T
PP EL

SOCIAL MEDIA CONTENT STRATEGY
PLANNED
● Aktivitas campaign
● Editorial Plan ● Brand Event
● Hari raya
nasional/internasional
ALWAYS OCCASIONAL
Comment & Response.
● Trending topic (Riding
Momentum)
● Jump-in conversation. ●
UNPLANNED

SOCIAL MEDIA CONTENT PURPOSE
PLAYFUL CONTENT
ACTIVITY
CONTENT
Konten yang bertujuan untuk meningkatkan

interaksi dengan target audiens ICHITAN melalui
FUN-INSIGHTFUL aktivitas digital.
CONTENT
Konten playful yang
Konten insightful seputar tren, fakta, tips dan cara
mengajak audiens untuk ikut berinteraksi bareng
seru tapi santai dalam kehidupan sehari-hari (Tips,
ICHITAN (tebak-tebakan, sambung pantun dll).
sketsa kehidupan, dll).

OWN
MEDIA
PAID MEDIA STRATEGY

PAID MEDIA STRATEGY
THAI Targeted Ads Hype Buzz Always On
Induce Trial
efektifitas reach selalu muncul pada
dengan multiple aktivitas digital target
targeting ads audience
Membangun Mendorong
conversation di terciptanya produk
tengah target trial dan produk
audience dengan experience dengan
mendorong Ichitan memanfaatkan
menjadi talk of the teknologi dan
town kolaborasi
Mendorong Ichitan
untuk mendominasi
kompetisi dengan
Meningkatkan

Targeted Ads Google Display Networks
Lewat multiple targeting,

Ichitan dapat
Meningkatkan awareness membangun
produk serta pesan-pesan yang
memperbesar reach kontekstual sesuai
Ichitan dengan dengan
memaksimalkan behavior target
efektivitas ads melalui masing-masing
multiple targeting lewat sehingga komunikasi
menjadi INTEREST TARGETING LOCATIONS TARGETING
social media ads serta
KEYWORD TARGETING
lebih relevan efektif

CONTEXTUAL MESSAGE
CONTEXTUAL MESSAGE
CONTEXTUAL MESSAGE
CONTEXTUAL MESSAGE
CONTEXTUAL MESSAGE
CONTEXTUAL MESSAGE

Hype Buzz menciptakan sebuah
hype sebanyak 12 kali
Meningkatkan awareness dengan

membangun conversation terkait
dengan Ichitan hingga menjadi trending
topics dan “talk of the town”
Ichitan didorong untuk rutin muncul

pada ruang digital dengan setidaknya
menjadi 1 kali trending topic setiap
bulan.
Sehingga dalam 1 tahun ditargetkan #BikinSanthaiBarengIchitan

Ichitan berhasil
Always On
Memenangkan kompetisi
konten pada sosial media
dengan mendorong
konten-konten ichitan untuk terus muncul pada feed target consumer serta
meningkatkan interaksi pada konten-konten tersebut dengan tujuan
membangun brand advocacy.
DARK
POST
PRODUK FOKUS (UNPUBLISH CONTENT)

FEED
BOOST
CONTENT PILLAR

Induce Trial
Berkolaborasi dengan gojek untuk
meningkatkan product trial dan
mengcapture potensial consumer
dengan memaksimalkan fitur gofood,
lewat aktivitas sampling yang disalurkan
ketika user memesan makanan di
merchant-merchant terbaik gofood.

OWN
MEDIA
EARN MEDIA STRATEGY
EARN MEDIA APPROACH dengan akun-akun

entertainment
dalam membuat
genuine konten dan
mengamplifikasi
konten ichitan yang
bertujuan
meningkatkan
Berkolaborasi
brand advocacy engagement Ichitan.
Ichitan. Community Ichitan x KOL
Berkolaborasi dengan komunitas

Ichitan x dalam membuat konten kreatif
yang bertujuan meningkatkan

ICHITAN X KOL
Nano & Micro KOL
Followers Range: 5k - 200k Categories: daily
life, humorous, Gen Z, active. Berkolaborasi dengan influencer yang
Build memiliki DNA yang sama dengan brand
Advocacy untuk menyebarkan semangat
SanTHAIlicious
Macro KOL
Followers Range: 300k - 1M Categories:
Berkolaborasi dengan influencer yang
Lifestyle, creators, traveler, Millennials,
memiliki persamaan personality dan target
active.
Build Awareness audiens yang besar untuk mendapatkan
lebih banyak exposure (tactical)
Media/Viral KOL
Followers Range: 300k -
6M Build Hype
Categories: News, humor, snackable Memanfaatkan akun informatif media sosial
content, dalam membuat aktivitas digital dan
followed by Gen Z & distribusi promo yang mengarahkan ke
Millennials. pembelian Ichitan.

ICHITAN X KOL | SKENARIO KOL
bahasa Thailand”
● “Unboxing kulkas
sultan check!”
Konten makro KOL

dengan produk Viral Account repost konten makro
KOL
Ichitan
Obj: meningkatkan awareness message
KOL memposting & membangun conversation terkait
konten di Tiktok & IG: produk ICHITAN
● “Katanya kalo
minum ichitan
Nano KOL share content reaction to Ichitan jump-in conversation
thai tea, auto bisa
makro KOL
ICHITAN X COMMUNITY | NGOBROL SANTHAI
Membuat LIVE konten NGOBROL SANTHAI di

platform Clubhouse atau Discord dimana audiens
bisa join di forum yang berisi moderator dan
speaker dari beberapa KOL yang tergabung dalam
satu komunitas (ex: penyiar radio, pecinta sepeda,
traveler, Kpop lovers).
Tujuan: Membangun awareness & advocacy

ICHITAN.
Contoh topik:
● Monday Madness (Curhat Santhai bareng
Ichitan)
● Ramalan Santhai bareng Ichitan
Mekanisme untuk join:

● Peserta memberikan foto bersama produk
Ichitan.
● Admin akan memberikan link untuk join
room NGOBROL SANTHAI.
Let’s get
funTHAIstic

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Digital Strategy

ICHITAN 2021 Prepared by

roert o CircaIdeaworks. All rihts reserved. Do not co.

Property of CircaIdeaworks. All rights reserved. Do not copy.

Property of CircaIdeaworks. All rights reserved. Do not copy.

happening General Finding Loyalitas konsumen RTD terhadap brand tergolong

Purchasing Manager's Index (PMI) Indonesia

Property of CircaIdeaworks. All rights reserved. Do not copy.

Minum bareng teman jadi salah satu cara membuka

Vera Itabiliana Hadiwidjojo, psikolog

Property of CircaIdeaworks. All rights reserved. Do not copy.

reserved. Do not copy.

NON TEA / NON COFFEE : tidak termasuk:

Consumer mind journey – RTD/MT/GT

Iseng Teh melati

Impulsive Sensoric indicisiv

NON TEA / NON COFFEE : tidak

● Kecuali saat festive dan in home

● Pemahaman consumer journey yang jeli

● Netizen tidak secara sukarela mem-follow

● Digital aset Ichitan harus lebih effective

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Digital Role Ichitan

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Pendekatan Menciptakan Ownable Hype

Insightful creative media

Impulsive RTD consumption Penggunaan kanal media

WHO ARE WE TALKING TO?

RTD Tea/Coffee Consumers

POPULATION AGE SPLIT SEC OCCUPATION GENDER

24.9 Mio 44%

Source: Clear Decision, The Nielsen Company Q3 20

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SEGMENT ATTITUDES STATEMENTS

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VISITATION SEGMENT STATEMENTS

SOPHISTICATED • I am only interested with ads that are

Source: Clear Decision, The Nielsen Company Q3 20 16 Cities Population: 57,320,00

• Enjoy the fun of shopping

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How to reach them

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stretches across the Validate dinner

E directions, what to eat Choices for lunch, how

go to school/work, university or at Lunch Nongkrong

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oneself on programs, Radio on

X extended based on what friends

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THE BATTLE FIELD

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CircaIdeaworks. All rights reserved. Do not copy.

Kopiko Lucky Day hadir dengan

SUMMAR Ito En klaim bahwa mereka

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Defining Brand Truth

Fun and Generous

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Defining Human Insights

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Buat Millennials atau Gen Z, hidup itu