Brand System and Communication

Brand Communication

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Brand Communication

2 Knowing Your Consumer

Konsumen adalah “darah” bagi keberlangsungan hidup perusahaan-

Brand.
Memahami siapa dan bagaimana perilaku mereka sehari-hari
merupakan data penting bagi Brand.
Pola Perilaku konsumen juga bersifat dinamis, dia banyak dipengaruhi
juga oleh perubahan yang terjadi dilingkungannya, sehingga bila
Brand tidak bisa beradaptasi dengan kebutuhan dan keinginan
konsumen saat ini, maka dia akan ditinggalkan
2 Knowing Your Consumer

Secara sederhana konsumen adalah mereka yang menggunakan

Brand (barang dan jasa) yang ditawarkan produsen
Atau mereka yang tertarik terhadap Brand kita

Target konsumen umumnya dibaginya menjadi 2 :

Primary Target Market (sasaran konsumen yang utama)
Secondary Target Market (sasaran konsumen lainnya)
2 Knowing Your Consumer - Profile

DEMOGRAFI

• Jenis Kelamin
• Usia
• SES (social economic status)
• Jenis Pekerjaan
• Marital Status
Profil konsumen

DEMOGRAFI
Male/female
Usia : berjarak 5 tahunan, contoh, 0-5, 6-10, 15-20 dst
SES : (social economic status) adalah jumlah pengeluaran dalam
rumah tangga selama 1 bulan (beras, lauk pauk pauk, minyak
goreng, gula, pasta gigi, shampoo, sabun, gas elpiji, dll) juga
bayar listrik, bayar iuran sekolah, ongkos sehari-hari (tetapi
tidak termasuk pengeluaran-pengeluaran besar yang tidak rutin
seperti cicilan rumah, cicilan mobil/motor, uang pangkal sekolah,
biaya rumah sakit, uang arisan, pembelian barang elektronik,
dsb):
Profil konsumen -SES

Lebih dari Rp 7.250.000

Rp 4.250.000 – Rp 7.250.000 Upper

Rp 2.250.000 – Rp 4.250.000
Middle
Rp 1.750.000 – Rp 2.250.000

Rp 1.250.000 – Rp 1.750.000
Lower
Rp 800.000 – Rp 1.250.000
Kurang dari Rp 700.000
Profil konsumen – Jenis Pekerjaan

• White Collar
• Blue Collar
• Enterpreneur
• Student
• Housewife
• Others
Profil konsumen – Marital Status

• Merried
• Single
Profil konsumen – Wardah Cosmetic (contoh)

Primary Target Market/Target Audience

• Women
• Single or Married
• 20-40 ages
• Middle Class
• White Collar, Housewife
Profil konsumen – PSYCHOGRAPHY

Cara pandang konsumen terhadap sesuatu hal, bisa menjadi

sikap, karakter, dan akhirnya menjadi perilaku

Slide berikut adalah hasil riset psikografi dari konsumen yang diperoleh
dari biro riset internasional Nielsen, dan beberapa datanya nya
 PSYCHOGRAPHIC SEGMENTATION
(All People 15+)
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Consumer & Media View – 2018

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Nielsen, Media
2
©
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i
yr Copyright © 2017 The Nielsen Company. Confidential and proprietary.
 PSYCHOGRAPHIC SEGMENTATION REVAMP
We have assessed and updated the lifestyle statements values.
9 PYSCHOGRAPHIC SEGMENTATION 5 PSYCHOGRAPHIC SEGMENTATION
1997 – 2017 2018
114 Lifestyle Statements 79 Lifestyle Statements

• Traditionalist (9%) • Conventional (26%)

• Settled (14%) • Sophisticated (25%)
• Young Loyalist (11%) • Shopping Enthusiast (24%)
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

• Western Minded (12%) • Family Centric (13%)

• Skeptical (7%) • High Achiever (11%)
• Restless (8%)
• Apathetic (8%)
• Material Comfort (17%)
• Optimist (14%)

*Kindly note that the percentage on each quarter will appear differently
4
 5 SEGMENT: TRAITS & CHARACTERISTIC
They are having difficulty to keep up with technology, however they care with how
CONVENTIONAL the world see them. They live their lives in a very ordinary life. They also believe
that eventually all will be right.

These people always keep up with internet and technology trend, could even be
SOPHISTICATED said that internet is the main highlight in their daily life. They also care with their
self-health. One of the segment who loyal to familiar brands and care with social
issues.
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Pretty much describing people who are passionate in shopping. But before make
SHOPPING ENTHUSIAST decision to purchase, they will do product 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 put family as their center of life along with their traditional values.
FAMILY CENTRIC Some traits that related to sustain the family then come along shaping their
characters such as price conscious, and nested. They are not tech savvy.

Eager to excel at many aspects of life (to be a healthy being, to have a happy
HIGH ACHIEVER family, to keep up with fashion and trend), in order to achieve their aspiration, they
tend to be shopaholic, confident, early adopter, persistent and opportunist.

5
 PROFILE OF SOPHISTICATED SEGMENT (25%)
White Collar Blue Collar Enterpreneur Students Housewives Others

52% Male 14 26 16 11 23 10

Age distribution (%) Media Usage:

30
24 95
14 17 61 59
9
y. 6 23 19
r 7 7 7 4
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

ta
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ir
p
o
r 15-19 20-29 30-39 40-49 50-59 60 y.o & Watch TV Use Internet Seeing Listen Radio Read Online Watch Watch Pay Read Read
p
d y.o y.o y.o y.o y.o
n Outdoor Ads Cinema TV Newspaper Tabs/Magz
a above
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33% 57% 10% 4%
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38%
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p Upper Middle Lower
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65%
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65% are married
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h Own Shopping Travelling
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7
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30% are single Smartphone
2
©
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g Source: Nielsen & Consumer Media View, Q3 2018, All People 15+ (50,310,000)
i
yr
8
 PROFILE OF SHOPPING ENTHUSIAST SEGMENT (24.1%)
White Collar Blue Collar Enterpreneur Students Housewives Others

55% Male 27 17 17 13 19 7

Age distribution (%) Media Usage:

30 28
97
18 77
13 61
8 28
3 25 15 19 9
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

4
15-19 20-29 30-39 40-49 50-59 60 y.o &
y.o y.o y.o y.o y.o Watch TV Use Internet Seeing Listen Radio Read Online Watch Watch Pay Read Read
above Outdoor Ads Cinema TV Newspaper Tabs/Magz

49% 47% 4% 12%

Upper Middle Lower

67%
79%
61% are married
Own Shopping Travelling
34% are single Smartphone
Source: Nielsen & Consumer Media View, Q3 2018, All People 15+ (50,310,000)
9
 PROFILE OF SHOPPING ENTHUSIAST SEGMENT (24.1%)
White Collar Blue Collar Enterpreneur Students Housewives Others

55% Male 27 17 17 13 19 7

Age distribution (%) Media Usage:

30 28
97
18 77
13 61
8 28
3 25 15 19 9
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

4
15-19 20-29 30-39 40-49 50-59 60 y.o &
y.o y.o y.o y.o y.o Watch TV Use Internet Seeing Listen Radio Read Online Watch Watch Pay Read Read
above Outdoor Ads Cinema TV Newspaper Tabs/Magz

49% 47% 4% 12%

Upper Middle Lower

67%
79%
61% are married
Own Shopping Travelling
34% are single Smartphone
Source: Nielsen & Consumer Media View, Q3 2018, All People 15+ (50,310,000)
9
Profil konsumen – LIFE STYLE

Gaya hidup dari seseorang, yang bisa terlihat dari perilaku

sehari-hari yang terus dilakukan dan menjadi kebiasaan

Slide berikut adalah hasil riset gaya hidup dari konsumen yang diperoleh dari
biro riset internasional Roy Morgan, dan beberapa datanya nya
Gaya Hidup Ibu Millennial
NO LIFESTYLE AND ATTITUDE POP % V% INDEX
1 I love to cook 52,9% 84,6% 160
2 I can't relax until I know the house is clean & tidy 70,4% 81,6% 116
3 I try to give my children as few sweets as possible 58,8% 71,4% 121
4 I prefer to eat healthy snacks 62,5% 68,3% 109
5 I keep up-to-date with new ideas to improve my home 61,0% 67,7% 111
6 I buy much more fresh or chilled food than I used to 50,4% 57,9% 115
7 People often compliment me on my cooking 35,6% 48,7% 137
8 I try to buy organic food whenever I can 41,4% 46,3% 112
9 I avoid dairy foods whenever possible 26,5% 30,0% 113
10 I'll go out of my way in search of a bargain 73,9% 81,5% 110 Mereka adalah ibu muda
11 I enjoy grocery shopping 53,5% 81,2% 152
12 I'm constantly watching my weight 56,6% 61,7% 109
yang sangat
13 I enjoy clothes shopping 48,3% 60,9% 126 memperhatikan
14 If I see a new type of food I will try it 53,7% 58,3% 109
15 I was born to shop 37,8% 52,7% 139 penampilannya dengan
16
17
It's important to look fashionable
I like to try the free samples they offer in supermarkets
47,1%
38,8%
52,7%
48,4%
112
125
menjaga pola makan.
18 I try to look stylish 39,9% 43,4% 109
19 TV advertising often gives me something to talk about 37,3% 40,7% 109
20 I tend to snack throughout the day 33,1% 37,6% 114
21 I often redeem coupons to get discounts or special offers 30,3% 35,1% 116
22 I use coupons I find in magazines or on packets 28,6% 32,3% 113
23 I'm not very good with mechanical things 71,4% 77,5% 109
24 I go out less now than I used to 49,4% 53,9% 109
25 I often buy take away food to eat at home 45,4% 49,4% 109
26 I'm shy in social situations 30,0% 33,0% 110
V % >= 30% ; Index > 108
Karakteristik Ibu Millennial
NO LIFESTYLE AND ATTITUDE POP % V% INDEX
1 I love to cook 52,9% 84,6% 160
2 I can't relax until I know the house is clean & tidy 70,4% 81,6% 116
3 I try to give my children as few sweets as possible 58,8% 71,4% 121
4 I prefer to eat healthy snacks 62,5% 68,3% 109
5 I keep up-to-date with new ideas to improve my home 61,0% 67,7% 111
6
7
RESPONSIBILITY MOM THAT CONCERN WITH HEALTH
I buy much more fresh or chilled food than I used to
People often compliment me on my cooking
50,4%
35,6%
57,9%
48,7%
115
137
8 I try to buy organic food whenever I can 41,4% 46,3% 112
9 I avoid dairy foods whenever possible 26,5% 30,0% 113
10 I'll go out of my way in search of a bargain 73,9% 81,5% 110
11 I enjoy grocery shopping 53,5% 81,2% 152
12 I'm constantly watching my weight 56,6% 61,7% 109
13 I enjoy clothes shopping 48,3% 60,9% 126
14 If I see a new type of food I will try it 53,7% 58,3% 109
15 I was born to shop 37,8% 52,7% 139
16 It's important to look fashionable 47,1% 52,7% 112
17 I like to try the free samples they offer in supermarkets 38,8% 48,4% 125
18
19 SMART SHOPPAHOLIC MOM THAT LOOK FASHIONABLE
I try to look stylish
TV advertising often gives me something to talk about
39,9%
37,3%
43,4%
40,7%
109
109
20 I tend to snack throughout the day 33,1% 37,6% 114
21 I often redeem coupons to get discounts or special offers 30,3% 35,1% 116
22 I use coupons I find in magazines or on packets 28,6% 32,3% 113
23 I'm not very good with mechanical things 71,4% 77,5% 109
24 I go out less now than I used to 49,4% 53,9% 109
25 I often buy take away food to eat at home 45,4% 49,4% 109
26 I'm shy in social situations 30,0% 33,0% 110

ORDINARY MOM
V % >= 30% ; Index > 108
Activities / Interest
NO ACTIVITIES / INTERESTS POP % V% INDEX
1 Dressmaking 10,5% 20,8% 198
2 Went to a market. 42,5% 62,1% 146
3 Went to a minimarket (eg. Indomaret, Alfamart, etc.) 30,4% 41,6% 137
4 Went to a warung for takeaway 46,7% 58,6% 126
5 Hobbies 28,5% 32,0% 112
6 Visited friends/relatives 85,6% 87,2% 102
7 Went to a corner shop/warung/toko kelongtong 86,3% 87,9% 102
8 Visited/entertained friends/relatives 89,9% 90,6% 101
9 Entertained friends/relatives 67,2% 67,5% 100

Selain berbelanja, mereka melakukan dressmaking dan hobinya diwaktu luang untuk
menjaga penampilannya, sehingga mereka selalu tampil modis saat berkumpul dengan
temannya / komunitasnya (sosialita).
V % >= 20% ; Index >= 100
Activities / Interests in The Last 3 Month

Activities / Interests POP % V% INDEX

Went to a market (from Oct15) 42,5% 61,5% 145
Went to a minimarket (eg. Indomaret, Alfamart, etc.) (from Oct15) 30,4% 41,2% 135
Went to a warung for takeaway 46,7% 58,2% 125
Went to a corner shop/warung/toko kelongtong 86,3% 87,8% 102
Professional Sports games not been to in last 12 months 71,6% 83,4% 116
Hobbies 28,5% 32,0% 112
Visited friends/relatives 85,6% 87,1% 102

Mereka cenderung menyukai belanja dimanapun, melakukan hobinya, dan

berkumpul bersama teman / komunitasnya, namun olahraga permainan tidak
pernah mereka lakukan. 22
Profil konsumen – Behaviour

Tingkah laku atau perbuatan yang dilakukan atas tanggapan

dari lingkungan yang mereka hadapi

Perilaku seseorang ketika membeli produk ,bisa kita dari; saat

kapan mereka membelinya, dimana biasa membeli, berapa
kali dalam sebulan membeli, barang apa aja yang paling
sering dibeli, berapa biaya yang dianggarkan untuk membeli
produk tersebut..
Consumer’s Journey

Kumpulan kegiatan atau aktivitas yang dilakukan oleh

konsumen kita dari bangun tidur hingga tidur kembali

Aktivitas konsumen ini dapat menggambarkan pola perilaku

mereka sehari-hari, sehingga kita dapat menemukan contact
point mereka.

contact point adalah media titik temu antara brand produk

kita dengan konsumen, sehingga kita bisa “berkomunikasi”
dengan mereka
Putri, Single, 23 tahun, White Collar, Middle Class

5.15 : Bangun tidur, liat hp

sholat subuh, rebahan lagi

6 - 7.30 : Mandi, persiapan kantor

7.30 - 7.45 : Sarapan sambil liat sosmed

7.45 - 8.40 : Berangkat kerja dengan menggunakan sepeda motor, menghabiskan

waktu kurang lebih 1 jam perjalanan

8.45 : Tiba di kantor, parkir motor dan siap-siap menuju gedung, masuk
gedung, antri masuk lift, dan siap menuju ruang kerja

9 - 17 : Mulai aktivitas kerja, mengerjakan perkejaan rutin sambil sesekali

liat sosmed, ada waktu isoma, biasanya untuk sholat dan makan
dengan membawa bekal dari rumah
 CONSUMER’S JOURNEY

17-18 : Perjalan pulang menuju rumah

18.15 : Sholat Magrib

18.30 – 19.00 : Makan malam,

19.00 – 21.30 : Browsing, chating, nonton lwt sosmed

(IG, Twitter, YouTube)
nonton film lewat NetFlix, denger music Spotify

21-30 : Tidur
Consumer’s Insight

Diperoleh dari hasil riset mendalam yang dapat

menggambarkan kebutuhan, keinginan, harapan, atau bisa
juga kecemasan yang dialami oleh konsumen

Dengan mengetahui insight kita dapat menyusun strategi

yang tepat hingga aktivitas yang dijalankan dapat mencapai
efisiensi dan efektifitas.
Consumer’s Insight – Fashion Product

Putri usia 23 tahun

Baru lulus dan langsung kerja di StartUp company
Ke kantor bawa motor

Gaji masih UMR (4jt) , kadang ada bonus saat penjualan

peduli terhadap penampilan dan kecantikan, seneng banget sama produk

untuk perawatan wajah, karena wajahku cenderung sensitive.

Beli baju cukup sering, dalam sebulan kadang beli 2-3 baju, apalalagi kalo
lagi ada sale

Baju yang dipilih lebih suka sporty casual, engga mau ribet, warna basic lebih
di sukai (hitam, abu, coklat), baju yang paling mahal dibeli 350 rbuan

Brand fashion yang dimiliki; Charles & Keith, Uniqlo, H&M

Consumer’s Brand Perception

Kita juga bisa melakukan riset untuk menilai bagaimana

persepsi konsumen terhadap merek kita selama ini,
bagaimana kesadaran terhadap merek, bagaimana
persepsi terhadap kualitas, image, dan kita juga bisa
mengukur loyalitas konsumen terhadap merek.
MarkPlus melakukan
riset terhadap
kesadaran merek e-
commerce yang ada di
Indonesia tahun 2019,
kita bisa lihat Shoopee
menjadi merek
pertama yang paling
banyak diingat oleh
konsumen

TOP of Mind adalah

merek pertama yang
konsumen sebut ketika
mereka di tanyakan
akan suatu produk
kategori
Data ini menunjukkan
bahwa Shopee juga
merek merupakan e-
commerce yang
paling banyak di akses
Begitu juga halnya
dengan pembelian,
shopee masih
menduduki peringkat
pertama sebagai e-
commerce yang paling
sering digunakan untuk
membeli produk.
Brand Image, adalah
penilaian terhadap
citra yang melekat pada
sebuah merek,
Konsumen merasakan
langsung manfaat atau
kualitas dari produk
sehingga mereka dalam
melakukan penilaian
baik positif maupun
negatif