Innovative Media Strategy to Win amongst Indonesian

E Commerce Market
Prepared by
The Agenda’s
•Cosumer Insight
•Competitive Insight
•Media Strategy
•Case Study
Consumer Insight
 KEY CONSUMER INSIGHT
Who Are The Potential consumer?
T otal Shopping
Responden used Internet
% ix % ix
Sex
Shopping used Male
Female
49,9
50,1
100
100
47,4
52,6
95
105

Internet potensial 14-17 years old

Age
10,6 100 32,2 304

consumer is skewed 18-24 years old

25-34 years old
17,6
24
100
100
28,9
25,4
164
106

to MF 14-34 35-49 years old

> 50 years old
27,1
20,7
100
100
12,3
1,2
46
6

audience with main A1

SES
0,8 100 0,6 70

profiling of Manager,
A2 1,5 100 2,5 167
B 4,6 100 5 110

Semi professional &

C1 17,2 100 18,6 108
C2 28,3 100 37,3 132
D 26,7 100 24,7 92

Sales person. E
Occupation
14,9 100 9,2 62

Professional 0,6 100 0,4 74

Manager 11,4 100 16,7 147
S mall Business owner 8,1 100 7,5 93
Office W orker 5,6 100 4,6 82
S killed worker 5,4 100 3,9 72
S emi-skilled worker 30,3 100 28 93
S emi professional 3,7 100 6,3 171
S ales person 1,3 100 1,4 112

Source : Roy Morgan Single Source Indonesia : April 2014 – March 2015
Local Insight

“Indonesia is home to over 300 million mobile

subscribers, around 87 million of them are
Internet ready”
Telkomsel, Nov 2013

We use the internet to connect all the time, from

reading news to browsing for data when we watch TV
or even while we hang out with friends and family.
Indonesia’s E commerce market is one of the fastest growing market in
the world which shown by rapidly raising of the Online Shopping
 Digital Natives Tend to Mobile

Demografi % Index
MALE 50.4 116
FEMALE 49.6 84
10-11 YEARS 4.8 60
12-14 YEARS 5.9 137
15-17 YEARS 7. 216 Digital Q2 2013 Q2 2015
18-19 YEARS 4.2 207 Natives
20-24 YEARS 11.8 178 52,4
25-29 YEARS 12.1 141 49,2
30-34 YEARS 11.5 100 46,6
35-39 YEARS 10.3 76
40-44 YEARS 8.8 46
45-49 YEARS 7.2 31 Digital
50-54 YEARS 5.5 23 34,1
Immigrants
55-59 YEARS 4.2 10
60-64 YEARS 3. 3 26,3
65 + YEARS 3.9 1 23,8
UPPER 1 21,3
7.7 225
UPPER 2 18.1 154 16,8
MIDDLE 1 34.6 91
MIDDLE 2 23.2 69
LOWER 16.3 44
WHITE COLLAR 10.8 207 4
BLUE COLLAR 1,7
24.6 63
ENTERPRENEUR 13.7 80
STUDENT 19.9 169 Computer Laptop Smartphone Handphone Tablet
HOUSEWIVES 22.4 44
OTHERS 8.7 91

Source : Nielsen CMV 2015

 Shifting Media Consumption

TV remains stable, Internet and cinema to showing a positive

growth amongst other media

94 96

2010 2015

47

35 34
30

17 16 14
11 9
7
4 4 3 4
1 1

TV Pay TV STATIC INTERNET RADIO NEWSPAPER TABLOID MAGAZINE CINEMA

OUTDOOR

Source : Clear Decisions IMS, 10 Cities wave2, 2015

Competitive Insight
 In Retail online category, Ad spend tend to significantly
increased in 2015.

1.200.000

1.000.000
174%
369%

800.000

600.000
1.069.270 1.066.175
99%
400.000

328%
200.000 527% 390.751

195.982 227.453

45.765
- 7.304
2010 2011 2012 2013 2014 2015 YTD July 2015 YTD July

2010 2011 2012 2013 2014 2015 YTD July 2015 YTD July

Source : Adquest Millenium, 2010 – YTD July 2015

 In YTD July 2015, top 5 brands of Online Shop category have dominant
on ad spend (93% share of ad spend)

PRODUCT FY 2012 FY 2013 FY 2014 YTD July 2014 YTD July 2015 Growth
TRAVELOKA.COM - WEBSITE - - 243.302 40.303 475.627 1080%
TOKOPEDIA - ONLINE SHOP - - 36.547 13.003 213.123 1539%
BLIBLI.COM - ONLINE SHOPPING 3.813 860 3.319 469 185.937 39588%
OLX.CO.ID - WEBSITE * 90.789 223.973 305.143 92.093 153.269 66%
BUKALAPAK.COM - ONLINE SHOP * 68.332 122.449 301.452 - 87.952
LAZADA.CO.ID - ONLINE SHOP 36 5.135 63.801 19.125 49.585 159%
ELEVENIA.CO.ID - ONLINE SHOP - - 52.423 51.584 45.002 -13%
TRIVAGO - WEBSITE - - 640 - 36.840
LAKUPON - WEBSITE 20.883 21.368 22.010 12.407 15.418 24%
RIAUNIAGA.CO - ONLINE STORE - - - - 4.114
DANMOGOT.COM - ONLINE STORE - - - - 2.979
MOBIL123.COM - WEBSITE - - - 2.205 2.312 5%
BLANJA.COM - ONLINE SHOP - - 1.170 - 2.310
ZALORA - ONLINE SHOP 4.339 4.069 19.265 4.215 1.725 -59%

Source : Adquest Millenium, 2010 – YTD July 2015

 TV is still the mainstream media is consumed in a day

M/F, 18-30 BC1

Watch TV (76%) Watch TV (43%)
Use the internet (12%) Read newspaper (4%)
Listen to radio (3%) Listen to radio (3%)
Read a book (2%)
Breakfast
After Dinner

Watch TV (48%)
Watch TV (80%) Read newspaper (10%)
Use the internet (12%) Listen to radio (7%)
Listen to radio (2%)
Read a book (2%) Evening Mid Morning

Watch TV (53%)
Use the internet (17%) Watch TV (44%)
Afternoon Use the internet (15%)
Listen to radio (4%)
Lunch Read newspaper (8%)

Media Breakfast Mid Morning Lunch Afternoon Evening After dinner

Telev ision
I nternet
Magazine
Newspaper
Book
Cinema
Radio
Source : Roy Morgan Single Source Indonesia : April 2014 – March 2015
 Campaign pattern for category online shopping

2500 2014

2000

1500

1000

500

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

BERNIAGA.COM - WEBSITE ELEVENIA.CO.ID - ONLINE SHOP LAZADA.CO.ID - ONLINE SHOP OLX.CO.ID - WEBSITE TOKOBAGUS.COM
TOKOPEDIA - ONLINE SHOP TRAVELOKA.COM - WEBSITE TRIVAGO - WEBSITE ZALORA - ONLINE SHOP

2500
2015
2000

1500

1000

500

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

BLANJA.COM - ONLINE SHOP BLIBLI.COM - ONLINE SHOPPING BUKALAPAK.COM - ONLINE SHOP ELEVENIA.CO.ID - ONLINE SHOP HIJUP.COM - ONLINE SHOPPING LAZADA.CO.ID - ONLINE SHOP
OLX.CO.ID - WEBSITE TIKET.COM - WEBSITE TOKOPEDIA - ONLINE SHOP TRAVELOKA.COM - WEBSITE TRIVAGO - WEBSITE ZALORA - ONLINE SHOP

Source : AGB Nielsen, Arianna– TV Performance Target Audience: M/F, 15-30, BC1
 Setting Effective Reach
100
90
80
70
60
Launch New TVC
50 Launch New TVC
Maintain TVC TARP’s/month = 1,300
40
TARP’s/week = 325
30 Freq 3+ Freq 5+
Reach 60% Reach 60% Maintain
20 Ave GRP’s 885 Ave GRP’s 1,300 TARP’s/month = 885
10 TARP’s/week = 221.2

0
0 100 200 300 400 500 600 700 800 900 1.000 1.100 1.200 1.300 1.400 1.500 1.600 1.700 1.800 1.900 2.000 2.100

Reach 1+ Reach 2+ Reach 3+ Reach 4+ Reach 5+

Source : AGB Nielsen Arianna, All 15-29 Up2-Mid1
 TV Campaign for Competitive Benchmark
Brands - 2014 GRP’s SOV Active Avg Max.
% Week GRP/week GRP
2014 TV Exposure
Berniaga.com 13,870 30% 49 283 649
• High presence (long period of exposure)
Elevania.com 2,742 6% 28 98 354 with high pressure (weight level) brand is :
Lazada.co.id 4,131 9% 19 217 508 Berniaga.com
Olx.co.id 6,206 14% 26 239 672
• Medium presence (short period of
exposure) with medium pressure (weight
Tokopedia.com 2,077 4% 26 80 227
level) brand is : lazada.co.id
Tokobagus.com 6,770 15% 18 376 680

Zalora.com 893 2% 6 145 298

Traveloka.com 10,360 20% 46 228 2,377

YTD July 2015 TV Exposure

Brands – 2015 GRP’s SOV Active Avg Max.
• High pressure brand is Blibli.com
YTD % Week GRP/week GRP • Medium pressure brand are Elevania.com,
Blibli.com 8,585 16% 10 859 1,812
Lazada.co.id & Bukalapak.com
Bukalapak.com 3,807 7% 19 200 670

Elevania.com 1,623 3% 9 180 291

Lazada.co.id 3,179 6% 16 199 329

High Level 1,000 – 1,900 Tarps/week
Olx.co.id 5,538 10% 15 370 950 Medium Level 600 – 900 Tarps/week
Tokopedia.com 9,516 18% 28 340 732
Low Level 100 – 300 Tarps/week

Traveloka.com 23,332 38% 30 753 1,903

TV Weight Benchmark:
• High Levels usually used for launching a
brand and a new communication.
• Medium levels for prolong continuity
Source : AGB Nielsen, Arianna– TV Performance Target Audience: M/F, 15-30, BC1 • Low levels are to sustain a campaign
 Competition mapping based on SOE & SOV
Traveloka is the bigger spender and get the highest of SOV by 40% (in YTD
July 2015), while Tokopedia following in 2nd position SOV by 16%

SOE - SOE - YTD SOV - SOV - YTD

Product Name Ad Spend 2014 Ad Spend July 2015 Product Name TARP's 2014 TARP's July 2015
TRAVELOKA.COM - WEBSITE 243.876 24% 472.220 38% TRAVELOKA.COM - WEBSITE 10.482 22% 23.333 40%
Booking site TRIVAGO - WEBSITE 640 0% 36.876 3% TRIVAGO - WEBSITE 13 0% 1.633 3%
TIKET.COM - WEBSITE 7.739 1% TIKET.COM - WEBSITE 610 1%

TOKOPEDIA - ONLINE SHOP 36.502 4% 212.899 17% TOKOPEDIA - ONLINE SHOP 2.126 5% 9.516 16%
BLIBLI.COM - ONLINE SHOPPING 184.937 15% BLIBLI.COM - ONLINE SHOPPING 8.585 15%
OLX.CO.ID - WEBSITE (Affiliate w/ tokobagus.com) 304.203 30% 153.309 12% OLX.CO.ID - WEBSITE (Affiliate w/ tokobagus.com) 12.977 27% 5.538 10%
BUKALAPAK.COM - ONLINE SHOP (Affiliate w/ Berniaga) 87.996 7% BUKALAPAK.COM - ONLINE SHOP (Affiliate w/ Berniaga) 3.807 7%
E commerce
LAZADA.CO.ID - ONLINE SHOP 63.165 6% 49.483 4% LAZADA.CO.ID - ONLINE SHOP 4.131 9% 3.179 5%
ELEVENIA.CO.ID - ONLINE SHOP 51.098 5% 44.949 4% ELEVENIA.CO.ID - ONLINE SHOP 2.742 6% 1.624 3%
ZALORA - ONLINE SHOP 17.780 2% 1.534 0% ZALORA - ONLINE SHOP 893 2% 25 0%
BERNIAGA.COM - WEBSITE 13.871 30% BERNIAGA.COM - WEBSITE 13.871 29%

Source : AGB Nielsen, Arianna– TV Performance Target Audience: M/F, 15-30, BC1
Media Strategy
 SCTV dominated the TV share in 2014
In 2015, IVM had attracted the attention of compete
with RCTI and SCTV within w/c March - April. But in the
last 4 weeks SCTV leading the performance share
25 2014
2015

20

15
Share in%

10

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34

SCTV RCTI ANTV IVM MNCTV TRANS TRANS7 GTV TVONE NET METRO KOMPASTV RTV

Source: :AGB
Source AGBNielsen
Nielsen, Arianna–
Arianna, TV Performance
2013-2014, Target Audience: M/F, 15-30, BC1
TA. All 5+ ABCDE
 TV Buying investment
Index
140
Product Name Blibli.com Bukalapak.com Elevania.com Lazada.co.id OLX.co.id Tiket.com Tokopedia.com Traveloka.com Trivago.com Zalora.co.id

Total GRP's 8585,0 3807,4 1623,9 3179,0 5538,4 609,6 9516,4 23332,7 1632,5 25,3
120
By Channel GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's %
ANTV 319,4 20% 962,7 30% 434,8 8% 115,4 19% 1084,4 11% 1032,9 4%
GTV 3,0 0% 61,4 2% 247,0 15% 430,8 8% 215,6 2% 744,0 3% 54,7 3%
100
IVM 589,2 15% 202,3 12% 622,0 11% 250,8 41% 1122,2 12% 1384,5 6% 146,7 9%
KOMPASTV 148,6 3% 80
METRO 5,7 0% 131,7 2% 18,4 3% 278,4 3% 472,7 2% 108,8 7%
MNCTV 1,0 0% 8,3 0% 0,1 0% 319,4 6% 822,9 9% 1009,5 4%
NET 739,7 9% 682,3 18% 15,1 1% 20,9 1% 146,9 3% 29,2 5% 510,4 5% 1648,7 7% 26,8 2% 60
RCTI 2391,7 28% 188,5 5% 56,1 3% 727,1 23% 889,0 16% 1950,9 21% 2527,6 11% 133,7 8%
RTV 33,7 0% 6,8 0% 25,3 100% 40
SCTV 2840,1 33% 1937,6 51% 250,7 15% 351,9 11% 866,6 16% 1331,8 14% 1226,6 5%
TRANS 1040,2 12% 119,2 3% 227,3 14% 528,6 17% 456,6 8% 967,9 10% 5038,5 22% 317,9 19%
TRANS7 1569,3 18% 130,0 3% 236,5 15% 587,9 18% 797,1 14% 195,8 32% 1120,8 12% 7591,9 33% 670,0 41% 20
TVONE 85,3 2% 69,4 4% 295,1 5% 111,3 1% 622,2 3% 167,2 10%
0
0 5 10 15 20
Share
Spreading channel mix to get reach, frequency and affinity.
Channel to be consider :
• Reach : RCTI, SCTV and IVM
• Frequency : Trans, Trans7 and GTV
• Affinity : NET TV

Source : AGB Nielsen, Arianna– TV Performance Target Audience: M/F, 15-30, BC1
 TV Buying investment
Product Name Blibli.com Bukalapak.com Elevania.com Lazada.co.id OLX.co.id Tiket.com Tokopedia.com Traveloka.com Trivago.com Zalora.co.id

Total GRP's 8585,0 3807,4 1623,9 3179,0 5538,4 609,6 9516,4 23332,7 1632,5 25,3

By Day Part GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's %
SCTV dominated the audience in the afternoon
02:00 - 04:59 197,91 2% 216,81 6% 29,4 2% 15,1 0% 244,3 4% 38,0 0% 41,3 0% 41,57 3%
and Prime time day part. While RCTI leading in
05:00 - 07:59 795,9 9% 235,7 6% 134,7 8% 14,0 0% 346,3 6% 10,6 2% 856,0 9% 2462,3 11% 328,7 20% fringe time with series program. SCTV and RCTI is
08:00 - 11:59 924,1 11% 749,4 20% 279,2 17% 70,0 2% 987,2 18% 185,2 30% 2513,8 26% 6932,0 30% 433,9 27% 13,5 53% compete with series program in Prime Time while
12:00 - 15:59 462,9 5% 976,8 26% 323,5 20% 219,7 7% 1714,3 31% 197,2 32% 2654,9 28% 6728,0 29% 354,8 22% 6,4 25% IVM has Entertainment program in Prime time
16:00 - 17:59 693,7 8% 283,6 7% 167,9 10% 89,9 3% 340,0 6% 33,2 5% 906,4 10% 3007,2 13% 154,3 9% 5,3 21%
18:00 - 21:59 4402,2 51% 862,7 23% 526,1 32% 2528,5 80% 1222,5 22% 133,5 22% 2271,8 24% 3740,8 16% 53,9 3%
22:00 - 25:59 1108,4 13% 482,5 13% 163,2 10% 241,8 8% 683,9 12% 49,9 8% 275,4 3% 421,1 2% 265,5 16%

3,5

2,5

1,5

0,5

RCTI SCTV ANTV IVM TRANS TRANS7 TVONE MNCTV NET KOMPASTV RTV METRO GTV

Source : AGB Nielsen, Arianna– TV Performance Target Audience: M/F, 15-30, BC1
 TV Buying investment
Index
120

Product Name Blibli.com Bukalapak.com Elevania.com Lazada.co.id OLX.co.id Tiket.com Tokopedia.com Traveloka.com Trivago.com Zalora.co.id
Entertainment Special
Sport
Total GRP's 8585,0 3807,4 1623,9 3179,0 5538,4 609,6 9516,4 23332,7 1632,5 25,3 100
Filler Movie
Information
By Program Type GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's %
Children
Children 14,57 0 17,77 0 244,4 15% 50,7 2% 100,9 2% 0% 1118,0 12% 1021,0 4% 34,19 2% 80 News
Series
Entertainment 2070,2 24% 706,1 19% 408,2 25% 436,4 14% 714,3 13% 109,4 18% 1519,0 16% 3949,1 17% 200,9 12% 2,5 10% Religious
Filler 529,4 6% 35,8 1% 21,8 1% 77,2 2% 160,2 3% 1,7 0% 261,1 3% 520,1 2% 1,1 0%
60
Information 1078,0 13% 666,7 18% 139,2 9% 365,6 12% 888,5 16% 148,4 24% 1693,4 18% 8467,8 36% 487,4 30% 3,3 13%
Movie 611,1 7% 789,2 21% 280,6 17% 311,2 10% 843,4 15% 121,4 20% 1713,0 18% 2611,4 11% 186,1 11%
News 714,8 8% 527,5 14% 127,5 8% 42,6 1% 1199,7 22% 85,8 14% 1109,6 12% 4551,4 20% 376,8 23% 15,1 60% 40
Religious 55,7 1% 48,1 1% 29,5 2% 1,7 0% 104,1 2% 230,5 2% 378,4 2% 130,7 8%
Series 3244,9 38% 741,4 19% 298,7 18% 1881,3 59% 1175,8 21% 95,7 16% 1704,6 18% 1265,0 5% 129,5 8% 4,4 17%
20
Special 39,8 0% 55,4 1% 16,6 1% 10,4 0% 18,4 0% 71,3 1% 78,2 0% 3,2 0%
Sport 206,0 2% 190,2 5% 15,8 1% 1,9 0% 264,2 5% 47,3 8% 31,7 0% 263,1 1% 58,3 4%
0 Share
0 2 4 6 8 10 12

Channel RCTI SCTV ANTV IVM TRANS TRANS7 TVONE MNCTV METRO GTV NET KOMPASTV RTV
Special 100 99 63 87 109 98 108 77 111 78 130 66 23
Series, Movie, Special,Entertainment and Series 80 118 124 84 104 98 73 94 133 51 81
information are programs that skewed to Entertainment 102 88 101 98 92 94 80 77 92 135 83 79
Filler 92 88 78 107 96 78 91 74 90 97 113 115 127
Shopee target audience. Movie 108 106 87 100 88 98 79 96 76
Children 95 71 105 79 87 92 71
Information 84 114 56 108 88 91 95 75 83 100 123 89 89
News 97 84 85 97 88 84 107 75 89 90 120 80 80
Sport 128 89 76 103 110 72 81 102 86 155 89 53
Religious 75 80 68 78 63 89 63 73 96 173
Source : AGB Nielsen, Arianna– TV Performance Target Audience: M/F, 15-30, BC1
 TV Buying investment
Product Name Blibli.com Bukalapak.com Elevania.com Lazada.co.id OLX.co.id Tiket.com Tokopedia.com Traveloka.com Trivago.com Zalora.co.id

Total GRP's 8585,0 3807,4 1623,9 3179,0 5538,4 609,6 9516,4 23332,7 1632,5 25,3

By PIB's GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's % GRP's %
In retail online category, average
1st Position 681,38 8% 367,62 10% 25,5 2% 28,4 1% 121,0 2% 6,7 1% 605,8 6% 1002,4 4% 57,7 4%
premium position is 15%. so we
2nd Position 1091,5 13% 423,0 11% 40,2 2% 188,5 6% 308,4 6% 30,4 5% 499,8 5% 1967,1 8% 122,7 8% 5,8 23% should to suggest placement in
Any Position 6812,2 79% 3016,8 79% 1558,2 96% 2962,2 93% 5109,1 92% 572,5 94% 8410,9 88% 20363,2 87% 1452,1 89% 19,5 77% premium position at least 25%

Series Entertainment Movie Information

Sinetron % Music % Box Office % Infotainment %

TVR Any Position 5,3 2,9 2,4 2,4

TVR 1st Position 6,3 19% 3,4 17% 2,9 21% 2,9 21%

TVR 2nd Position 5,8 9% 3,3 14% 2,9 21% 2,9 21%

TVR 3rd Position 5,3 3,1 7% 2,5 4% 2,5 4% Program “Tukang Bubur Naik Haji” - RCTI
TVR Last Position 4,6 -13% 2,5 -14% 2,3 -4% 2,4

Source : AGB Nielsen, Arianna– TV Performance Target Audience: M/F, 15-30, BC1
 Competitive Summary
Blibli.com Bukalapak Elevania.com Lazada.co.id OLX.co.id Tiket.com Tokopedia Traveloka Trivago Zalora

No. Of Spots 6,963 4,103 1,777 1,847 7,355 528 9,075 27,945 2,949 123
Cost (in mio) 184,937 87,995 44,948 49,483 153,308 7,738 212,899 472,220 36,876 1,534
SOE% 15% 7% 4% 4% 12% 1% 17% 38% 3% 0%
TARP's 8,585 3,807 1,624 3,179 5,538 670 9,516 23,332 1,633 25,3
SOV% 15% 7% 3% 5% 10% 1% 16% 40% 3% 0%
Ave OTS 37,5 11,03 7,8 10,3 12,6 5,1 18,2 42,3 5,2 1,2
Peak Reach 1+ 85% 90% 85% 91% 91% 71% 96% 97% 88% 15%
Peak Reach 3+ 84% 84% 72% 87% 86% 51% 94% 97% 76% 2%
Peak Reach 5+ 81% 79% 66% 79% 82% 38% 93% 96% 67% 0,5%

Based on total TARP’s, average frequency (OTS) and peak

reach, Tokopedia have tight competition with Traveloka that
gets the highest performance.

Source : AGB Nielsen, Arianna– TV Performance Target Audience: M/F, 15-30, BC1
 The main challenge in advertising
TV?

“Clutter” “Terlalu banyak spot tvc yang

tayang dalam 1 hari,
meningkat 300% dalam 10
tahun terakhir”

Bagaimana
Solusinya?

Source : Nielsen - Adquest Milenium

TV Outfit
Media Platform : Shopee
Channel Selection
Reach Frequency Affinity Creative placement

• RCTI • GTV
• Built in Programs
• SCTV • TRANS • NET TV
TRANS7 • Quiz
• IVM •

Series Information Entertainment

Special Movie
Media Strategy Placement
TV R/F
• 1+ 85%
• 3+ 73%
• 5+ 61%

TV channel focus • RCTI, SCTV, IVM, GTV, TRANS, TRANS 7 & NET TV

Program genre focus • Movie, Series,Entertainment, Information and Special

• Total Spot : 1,001

TARP’s & Spot • Total TARP’s : 1,172

CPRP’s • 5,963,956

• Non Prime Time : 70%

Daypart • Prime time : 30%

•Premium Position : 25%

Position In Break •Any Position : 75%
Media Strategy Placement Outstanding with
high level GRP’s to
Budget % Spot % TARP’s %
launch in 1st week
RCTI 1,796 mio 26% 208 18% 146 15%
400
SCTV 2,150 mio 31% 265 23% 148 15% TARP's/ Week
300
IVM 700 mio 10% 161 14% 110 11%

200
TRANS TV 800 mio 11% 193 16% 185 18%

100
TRANS 7 550 mio 8% 136 12% 133 13%

GTV 498 mio 7% 147 13% 124 12% 0

Wk 1 Wk 2 Wk 3 Wk 4
NET TV 500 mio 7% 62 5% 155 15% TARP's

October November
w/c III w/c IV w/c I w/c II

Weight 340 300 266 266

Media Schedule Shopee
(October – November 2015)
Media Schedule
October 2015 November 2015
RCTI Spot TARP's RCTI Spot TARP's
Program name Program name
7 Manusia Harimau 6 9 7 Manusia Harimau 5 11
Preman Pensiun 4 16 Preman Pensiun 3 8
Aku anak indonesia 6 13 Aku anak indonesia 7 14
Silet 14 17 Silet 12 15
Film Keluarga 23 30 Film Keluarga 20 26
Sinema Siang 21 23 Sinema Siang 25 27

Rp 924.051.119 74 107 Rp 879.668.881 72 101

SCTV Spot TARP's SCTV Spot TARP's

Program name Program name
Pangeran 15 53 Pangeran 13 45
Halo Selebriti 4 5 Halo Selebriti 1 1
Hotshot 2 3 Hotshot 4 5
Elif 8 21 Elif 6 15
FTV Pagi 6 10 FTV Pagi 5 8
Inbox 9 8 Inbox 9 8
FTV Sore 46 59 FTV Sore 20 26
Rp 1.179.520.000 90 157 Rp 961.600.000 58 108

IVM Spot TARP's IVM Spot TARP's

Program name Program name
D'Terong Show 11 22 D'Terong Show 14 27
Sinema Pintu Taubat 15 22 Sinema Pintu Taubat 14 21
Sinema Sore 12 12 Sinema Sore 17 18
Hot Issue Sore 11 16 Hot Issue Sore 16 24

Rp 303.872.580 49 72 Rp 396.127.420 61 89
Media Schedule Shopee
(October – November 2015)
Media Schedule
October 2015 November 2015
TRANS Spot TARP's TRANS Spot TARP's
Program name Program name
Cinta dimusim cherry 21 20 Cinta dimusim cherry 19 18
Insert Siang 22 18 Insert Siang 18 15
Rumpi No Secret 13 11 Rumpi No Secret 12 10
Happy Show 22 29 Happy Show 18 24
Katakan Putus 22 27 Katakan Putus 18 22

Rp 433.764.402 100 105 Rp 366.235.598 85 89

TRANS 7 Spot TARP's TRANS 7 Spot TARP's

Program name Program name
Asal asli atau palsu 2 3 On the spot 1 2
Tau gak sih 31 32 Asal asli atau palsu 5 7
Hitam Putih 3 3 Tau gak sih 32 33
Redaksiana 18 17 Hitam Putih 1 1
Dunia Binatang 10 10 Redaksiana 20 19
Dunia Binatang 10 10
Rp 258.814.103 64 65 Rp 291.185.897 69 72

GTV Spot TARP's GTV Spot TARP's

Program name Program name
Big Movies Lollipop 17 23 Big Movies Lollipop 11 15
Big Movies Platinum 17 21 Big Movies Platinum 10 12
Ada-Ada Aja 20 23 Ada-Ada Aja 14 16
Eksis 21 23 Eksis 14 15

Rp 301.501.850 75 89 Rp 196.498.150 49 58
NET TV Spot TARP's NET TV Spot TARP's
Program name Program name
Ini Talkshow 9 7 Ini Talkshow 8 6
Tetangga Masa Gitu 5 3 Tetangga Masa Gitu 6 4
Celebrity Lipsync Combat 6 4 Celebrity Lipsync Combat 6 4
Celebrity Lipsync Combat (R) 27 7 Celebrity Lipsync Combat (R) 28 7
The Comment (R) 30 10 The Comment (R) 30 10
Rp 250.000.000 77 31 Rp 250.000.000 78 31
Creative Placement
Built In

Female/Housewives
Who believe with
public figure

Younger Segment
To educate in soft
selling

Mass Segment
To approach Hard
selling to invites
download app.
Creative ads campaign
Built in product to communicate and educate
about Shopee brand value on high affinity
program

TVR : 1,5
Index : 113
IDR 145 mio/eps

Contoh creative:
Aku itu hobi banget sama yang namanya belanja.
Tapi kan tau sendiri jadwal aku itu tidak menentu, kadang weekend juga masih ada jadwal, jadinya ga sempat untuk pergi belanja.
Tapi sekarang udah ga perlu khawatir lagi, karena sekarang aku udah nemuin tempat belanja online yang pas buat aku.
Namanya Shopee, belanja disana tuch gampang banget.
Tinggal download di hp, sekarang aku udah bisa belanja apa aja dimana dan kapan aja
Creative ads campaign
Built in product to communicate and educate about
Shopee brand value on high affinity program
TVR : 1,8
Index : 111

Benefit Description #spot Rate (gross) Amount

TVC > 30" TVC 1st position inside the program 1 47.500.000 47.500.000
> 30" TVC last position inside the program 1 47.500.000 47.500.000

Superimpose > 10" Superimpose during the segment 3 11.400.000 34.200.000

Running > 10" Running text with logo sponsor during the segment 2 22.800.000 45.600.000
OBB/CBB > 2x5" OBB/CBB before & after segment built in 2 11.400.000 22.800.000
Built In > Built in as a special exposure (2 - 3 minutes) 1 152.000.000 152.000.000
- Product display/product usage
- 1x Adlibs feature product
- Credit title

IDR 195 mio/eps

Creative ads campaign
Built in segment to communicate and educate about
Shopee brand value on high affinity program

TVR : 1,0
Index : 125

IDR 220 mio/eps

Creative ads campaign
Built in Quiz; in Prime time day part to boost Audience

ASOKA QUIZ
BENEFIT Duration Rate Spot Total Value
SPECIAL FILLER/ QUIZ TOP AND TAIL 90" + 90" 468.000.000 1 468.000.000
BENEFIT :
- LOGO PLACEMENT / LOOPING PLASMA
- LOGO ON TEMPLATE GRAPHICS
TVR :1,5 - ADLIBS
Index : 118 (subject to be discuss)
INSIDE SPOT - ANY POSITION 30" 65.000.000 2 130.000.000
IDR 150 mio/eps SQUEEZE FRAME 7" 65.000.000 1 65.000.000
RUNNING TEXT 10" 39.000.000 2 78.000.000
SUPER IMPOSE 10" 19.500.000 1 19.500.000

Contoh creative:
Aku tuch pengen banget bisa jualan online, lumayan kan buat nyari tambahan. Tadinya aku bingung mau jualan dimana yang cepat
dan banyak pembelinya, tapi sekarang aku udah tau harus jual barang-barangnya dimana. Sekarang udah ada aplikasi Shopee, tinggal
download di hp, langsung deh bisa dipake buat jualan. Gampang banget, tinggal foto barang-barang yang mau aku jual, trus edit deh
caption tentang deskripsi barangnya. Set harganya berapa dan taaaaddddddaaaaaa, langsung klik, udah langsung masuk ke list jualan
aku. Dalam waktu 30 detik aja beres. Seneng banget bisa jualan gamapng dan cepat, jadi dimana dan kapan aja aku bisa jual barang-
barang aku.
Nah, buat kamu yang mau jadi entrepreneur nich, bisa dimulai dengan download Shopee dan mulai jualan disana, bisa jual apa aja.
Sambil kamu sibuk dengan aplikasi Shopee, enaknya sekarang kita ikutan kuis bersama Shopee di program (program Prime time).
Siapa yang bisa jawab pertanyaannya, bisa dapatkan hadiah sebesar (tergantung program).
Langsung aja hubungi …. Tapi ada passwordnya …. (pertanyaan kuis bisa menggunakan product knowledge)
Budget Allocation

TVC Loose spot 7,000,000,000

Creative ads 710,000,000
AOR Operations
 Business structure : Scopes of services

Media Director Client

Associate Media Director

Account Service
Team

Team 1 : Team 2 : Team 3 :

Media Manager Media Manager Media Manager
Media Planner Media Planner Media Planner
Media Implementer Media Implementer Media Implementer Strategic Planning
& Research Team
etc.
Shopee

Note : the team is integrated, total of 8 media teams

Main Media Team

MEDIA Antonius Pribadi

SERVICE Media Director Client

ACCOUNT Sri Sudjoko

Pradwa Hastanto SERVICE Account Manager
Media Manager
• Shopee Yulia Roesman
Acc. Executive

Diah Pratiwi
Assc. Media Manager

Additional Team :
- Media Sponsorship Negotiation : Lusya Wijaya
- Research and Group Strategic Planning :
Fay Fuad Erwin Airlangga
Media Implementer Media Implementer
 Media Services & Financial Aspects

1. Media Strategy, Planning and Buying

2. Regular Media Update (Adex, TVR, Share)
3. Regular Competitive Brand Activity Report
4. 24 hours Media Monitoring and Online Data Centre
5. Weekly media placement monitoring and monthly report
6. Quarterly Media Review
7. Media Analysis using media tools (Nielsen and Roy Morgan) and
specialized Software (MIO)
8. Media Post-Buy evaluation to measure accurate Return on
Investment. Guarantee achievement between media plan and
actual buy.
 Putting “Brands” or TVC Inside the Program
means Buying Viewers Attention
TVR
8
TVR P rog

TVR C omm Break

Creativ e

6 Use High Rating during

Program

Program Analysis Entertainment

2 Program Duration 145 mins
Comm Break Duration 52 mins 36%
Total Spot 157
TVR Prog & Commercial 3.8
TVR Comm Break 2.7 - 29%
0

Source : Ariana Nielsen

 Our Specialized Software
Creative Media Monitoring Software

Measuring Accountability of Creative Media

Using Nielsen Specialized Software we can measure
creative items inside the Program. Therefore ROI can be measured.
How it is measured
Nielsen Report
 Online Data
Centre

24 hours Advertising
Monitoring, that
clients can access online
using private login

Homepage
 Implementation Services

 Lead time order to airing at least 1 day.

 Tolerance adjusting spot during campaign
within 2 days.
 Clearence report is responsibility team
handling. We responsible consider The KPI
achievment.

Agency Commision Fee 3 % for all of the above services

SEGMENTATION / TARGETING / POSITIONING

SEGMENTATION & TARGETING

Female : 20-44
Kids : 5-14
SES : ABC

PSYCHOGRAPHIC
Healthy conscious, care to her family (Especially her
kids)

POSITIONING
Energen Cereal is a healthy product for breakfast
that contains
With complete nutrition and delicious taste.
THE BRIEF

MARKETING OBJECTIVE
Increase user consumption frequency to Daily Basis

WHY?
In breakfast category, Energen has become the market leader with 94% growth in the market.
Energen trying to expand market by grab market share in milk category.
 THE BRIEF
MARKETING CHALLENGE
Moms doesn’t believe Energen has a complete nutrition for breakfast.
Compare to milk that are perceived to have complete nutrition and both functional and
emotional benefit
With the price increasing, Moms need to have more reason to buy Energen

WHY?
Irregular users perceive Energen to be less nutritious especially when compared with powder
milk because Energen’s thinner liquid drives them to believe that it has less nutrition, and
Energen is not as ‘pure’ as powder milk.
The awareness of other nutrition in Energen (such as milk plus eggs, cereal and sigmavit) is low
among irregular users.
Furthermore, through “fear factor” about the children are lack of breakfast nutritions in
Indonesia, it gives moms strong reason to buy Energen.
THE TASK : 360° IMC Campaign

Support Event & Amplify New TVC Effective & Creative Media Placement

Talent Kids built in

ATL

Rangkaian Sarapan Sehat

Nutritionist Endorsed Branding

Hospital sampling Activities Visibility

Trade
Marketing & Sales Program
Media Implementation
 Energen very superior through years, while Entrasol heavy campaign
during launching new product – Entrasol Quick Start
Monthly GRP

3.500

3.000

2.500

2.000

1.500

1.000

500

NESTLE KOKO KRUNCH - CEREAL ENERGEN - INSTANT CEREAL

QUAKER - OATMEAL NESTLE HONEY STARS - INSTANT CEREAL
PROVITA - INSTANT CEREAL SIMBA CHOCO CHIPS - INSTANT CEREAL
KELLOGG'S FROSTIES - CEREAL ENTRASOL QUICK START - INSTAN OAT DRINK
Source: Arianna, Jan 14 – June 15 , WHH 20 – 44 ABC
 Loose Spot
• Heavy presence with 7.230 GRPs
in Sem 1 2015
• Dominant SOV more than 50%
• Average Rating 1.8, Prime time
39%, Premium Position 18%
Creative Placement
• Education for Mom & Kids trough
sponsorship Indonesian Idol Junior
• Education about urgency of
breakfast before 9 AM trough
advertorial in Print and movement
• Amplify Big Movement “ Sarapan
Sehat Sebelum Jam 9” trough live
report in News TV
 TYPE : PA

Print Advertorial
Size/Dimension : Banner Ad,
Junior Ad, Island Ad
Media Date Submission : 16 February 2015
Placement : Kompas
PIC : Creative
 COMPLETE MOM, COMPLETE NUTRITION

BUILDING UP THE IDEA : INSPIRED / Provide a complete

nutrition for breakfast is the key of “Complete Mom”

• Mind to change : Moms feel safe because served

a complete nutritions breakfast with
Energen

• Way in : You are a good mom, but to become a

complete mom you need Energen with
complete nutritions
BUILT IN SPONSORSHIP
IDOL JUNIOR
 COMPLETE MOM, COMPLETE NUTRITION

EXCITE : EXPERIENCE AND MOVEMENT / It’s time to

act together! Together we complete the nation

Breakfast Attack : Morning activities knock the

door to giving education about the importance of
having a complete nutritions for breakfast

After that, continue to visit the nearest school to take

breakfast together.

Sarapan Sehat : A nationwide movement to

inspire people to act providing a complete nutritions for
breakfast with Energen
Promo Ad TYPE
Size/Dimension
: Flyer and Baliho
: A5
Media Date Submission : March 2015
PIC : Creative
PR Value
THE RESULT!
The Result