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1. Analysis Report PMBS Marketition 2012
CAMPINA Case Study:
Luve Litee
Written by :
I-BBS Team
Haris Suhendra, Pramita Wardani, Stephen Martono
1Analysis Report PMBS Marketition 2012

2. Macro Economic Indicator Data
Population 240 million
GDP growth (%) 6,5 %
GDP per capita (US $) 3600
Exchange rate per US$ 8500
Poverty Rate 14,6%
Macro Economic Indicator Data
Net Capital Inflow (Million) 22.64
Economic Growth 7 %
Indonesia’s Income Per capita projection
2030 (US$)
10,000
Economic Growth (ASEAN) 6,9%
The Fourth Cluster Driving Growth : food and beverages industry. Textiles, textile
products, and footwear industry, electronics and electronic components industry, and
transportation equipments and automotive components industry.
Indonesia’s Economic Landscape
2Analysis Report PMBS Marketition 2012

3. Current Condition…
Ice cream consumer in Indonesia increases 20%
The leading ice cream companies.
Luve Litee.
The first low fat and non-diary ice cream.
Having a balanced lifestyle.
Main target is females in the age of 20.
Sales increasing around 20 %.
Enter this market.
*SWA Online3Analysis Report PMBS Marketition 2012

4. Problem Analysis…
The challenge to have a wider segmentation
Clarifying Luve Litee brand positioning
To win this mind share battle
4Analysis Report PMBS Marketition 2012

5. Problem Analysis
female & male
5Analysis Report PMBS Marketition 2012

6. To clarify Luve Litee brand positioning…
Co-Branding :
Ingredient Brand (collaboration with healthy place),
Composite Brand (collaboration with healthy community)
The Synergy Co-Branding (collaboration with other healthy brand).
6Analysis Report PMBS Marketition 2012

7. The 3 CS to Win The Mind Share…
(Communitization, Confirmation, Clarification)
7Analysis Report PMBS Marketition 2012

8. Communitization
Demographic
Gender Female & Male
Age 25-40
Life Stage Worker
Marital
Status
Single and Married
Psychographic
Personality Ambitious, Concerning
in balanced lifestyle,
concerning in a beauty
and ideal body,
Values Achievers, experiencers,
believers
Lifestyle Community,
Networking, work hard
play hard, Knowledge
Seeker
Socioeconomic
Income SES A & B+
Education Min. Undergraduate
Occupation Managerial and
professional specialty
8Analysis Report PMBS Marketition 2012

9. Gender Female & Male
Age 25 - 40
SES
SES A & B+, Minimum wage of 1,5 Million
IDR/month
Geographic Urban
Profile
Ambitious, Career, Concerning in balanced
lifestyle, concerning in a beauty and ideal
body
Confirmation
9Analysis Report PMBS Marketition 2012

10. Customer
Leadership
Clarification
Core Area
Marketing
Vision
Luve Litee = “Healthy Ice
Cream” Icon
Marketing Expertise & Organization
Product
Leadership
Maximize Marketing Efficiency
Brand
Leadership
Premium
10Analysis Report PMBS Marketition 2012

11. The differentiations of Luve Litee than
the competitor…
Non-Diary Ice
Cream
Low Fat
Soy Complex
Isoflavones
Soy Protein
Low Calories
consumeable
for lactose
intoleran
people
11Analysis Report PMBS Marketition 2012

12. 360 degrees to 365 days a year
Communication Strategy…
12Analysis Report PMBS Marketition 2012

13. Co creation
Luve Litee Experience
Luve Litee Grab and Go
Increase the price
13Analysis Report PMBS Marketition 2012

14. Conversation
Luve Litee’ers
14Analysis Report PMBS Marketition 2012

15. Communal Activation
• Luve Litee’ers Near You!
• Luve Litee’ers with You!
• Luve Litee’ers with Bicycle
Community, Luve Litee’ers with
Vegetarian Community,…
15Analysis Report PMBS Marketition 2012

16. Campaign
Short way to balance your
lifestyle :
Consume 10 Luve Litee a
week
get 100 Benefits
get 1000 times happy and
healthy life
Only 10000 IDR
DARE
To Be
GREAT!
Balanced
your lifestyle
with Luvee
Litee
Local Campaign
Balance
your
life!
Global Campaign
16Analysis Report PMBS Marketition 2012

17. Problem Analysis
360 degrees to 365 days a year.
what would you do to win this mind share battle, which all going inside consumers’
mind ?...
17Analysis Report PMBS Marketition 2012

18. Commercialization….
• Bundled with campina’s distribution
• New Unique Experience
• Creative and interactive sales promotion, especially in the
social media to boost the awareness:
– Buy 1 Get 1 promo by tweeting about your experience consuming
Luve Litee
– Suggesting 5 person to follow the tweet account and be a Luve
Litee’ers, get special price for purchasing Luve Litee
– Upload eating Luve Litee photo with friends or alone or at gym.
The best like could get special price for purchasing Luve Litee
18Analysis Report PMBS Marketition 2012

19. Luve Litee’ers eLearning:
Mobile Application
DareToBeGREAT.com
Care….
19Analysis Report PMBS Marketition 2012

20. “Quality to emotional involvement”
Character….
20Analysis Report PMBS Marketition 2012

21. Brand Target
High Healthy Life Seeker
Brand Essence
Healthy
Brand Positioning
DARE To Be GREAT! Balanced your lifestyle with Luve
Litee
Brand Personality
active, dynamic, modern, health concern
Brand Strategy Platform,…
21Analysis Report PMBS Marketition 2012

22. Return on Marketing Investment
22Analysis Report PMBS Marketition 2012

23. • Luve Litee’ers Stars
• Luve Litee’ers Stars
• be Luve Litee Word Of Mouth Agent
23Analysis Report PMBS Marketition 2012

24. Argumentations
no. 1 market
increase to 30 %
24Analysis Report PMBS Marketition 2012