LOGO
Lokalate Internship Kampus Merdeka
GRAND PROJECT
Developing Premium Segment Costumer for
Tropicana Slim in Semarang by implementing
Collaborative Marketing
Purposeful Business in Digital Era
Gabriel Putri Fernita Panjaitan
Mentor : Bastian Zeller Marsudi, Pebriano Saka Perkasa
Area : Semarang
Economic Conditions
So how is the condition of Semarang? 1 affluent
established
middle class
5
Kota Se
m
1.659.9 arang
75 Jiwa
Jaw
37. a Te
032 ng
The fifth largest The city of Semarang is .41 ah
0 Ji
wa The number of middle class and affluent Both the upper and middle
metropolitan city 4.5% of the total class, each income range
(MACs) has increased steadily.
in Indonesia population of Central increased significantly
Java.
The Population Pyramid of Semarang City 2 PDRB Semarang City
150
100
50
Productive Age 71,3% 0
2017 2018 2019 2020 2021 2022
Dominated by Central Java The 4th largest economic
Generation X and contributor in Java Island: 14.54% Y : 5,04%
Millennials
3 Purchase
They are influencing and accelerating shifts in consumer opportunity
attitudes, spending habits, and brand perceptions also
preferences among Gen-Xers and even baby boomers. Contributes 60% middle & high income
Premium Costumer
Factors that Indicate a Premium Consumer
usually has a high spending budget and puts the
quality of the product or service ahead of anything else. Kota Se
A willingness to Identifiable Expectations and
m
1.659.9 arang
75 Jiwa pay more differentiators concessions
Private label brands have determine a
garnered much attention identifiable benefit /
identifiable brand’s
inspired by
differentiators “premium-ness.”
emotional benefits
Premium Can be seen from the customer background
Market Long-term Mapping Mapping Exclusive
passive income Community
Bank customers Engagement Community
Airline Milles Sports activities
Frequently visited Social activities
places Premium Market
Market filled with consumer groups that have high purchasing power Costumer Activation Connect to
Costumer Factor Factor
and low elasticity of demand. This means, this kind of group is not price Customized experiences other potential
Satisfaction
sensitive, and is willing to buy goods/services at prices above the costumer
average price. Huge influence on
19%
the marketing of
Tropicana Slim Market Keep
the product.
Deloitte surveyed Indonesian
Opportunities as a Purchasing Word of mouth
consumers in 2019, found there was Healthy and Premium =
a push for premium, high-quality Product Needs Customers are willing to pay New customer will
products in the Indonesian market. higher which encourages trust their word and
brand loyalty - PWC make a purchase.
2. HYPERTENSION
Habits of Indonesian People
Consumption of GGL
The Semarang City
28,7% Health Office stated
The recommended limit.
*Kemenkes that there were
61,27%
*Kemenkes
61,950 sufferers
consume sweet drinks
more than 1 time per day
Supporting Problem
Capturing Opportunities
Affect
Prevalence Diabetes in Indonesia: 10.6%
1. DIABETES 2021 - World Bank
Collaboration with sports community,
healthy community also office potential
City
ng
m ara %
Se 6.9
Premium healthy and sports community : Potential Pertner:
The Health Service records the number
of diabetics in 2022 va
Semarang City : 48.699 Sufferer
l Ja
n tra %
Ce 1.6
9
Collaborative Marketing
Collaborative marketing is the process of bringing like-minded
businesses together and aligning their interests to share resources
Emotional Personalized
to increase brand exposure, increase leads and influence.
1. Top of mind brand for sweetener in Indonesia
2. Low Cost Project - High sales numbers
3. Product Variations: categories adjustable to
customers
4. Pioneer GGL
5. Familiar routines : Beat Diabetes Day with huge
participant.
Insight Proven
New Concept Feel Special
Take advantage of
technology
Creative Embracing
Collaboration Costumer
Nostalgia
Using a personal touch approach
Preplanning Identify - Connect Execute Evaluate
Objective : Objective : Objective :
Objective :
Dealing with at least 2 potential The explanation details about Execute the planned
Overall report and evaluation
health and 2 sports communities project and equalizes the collaborative project
in Semarang which have at least benefits of the two parties. Activity :
50 participants inside. Socialization and education Activity :
Activity :
with community, office and Evaluating result and feedback
Activity : Discussion - get to know partner
retail project
Market research Equalizing needs
Contact / Engage with partner Lobbying processes Project on going
Knowing a timeline Set Timeline Support community activity
March June Project Benefit
Get knowledge on how to approach and activate the
Tropicana Slim brand in the premium market
Area Nutrifood
Marketing Increases brand
Costumer
Expanding awareness
Connections Get support for Encourages brand
Opening healthy activities loyalty
opportunities for Increase awareness Expand premium
future collaboration of healthy living customers that
May July match target to the
brand
Less
Road To Potential Potential
Office to Office
Collaborator
Beat Diabetes
Activity : Education
Activity : Practice line dance
In collaboration with :
In collaboration with :
Komunitas
Total Participant : Senam Sehat
55 prs Museum Jawa
Tengah
Total Participant : 20 Prs Ranggawarsita.
GF Beat Diabetes Warrior Beat Hypertension Poundfit
Activity : Education & QnA Activity : Exercise & Education
In collaboration with :
In collaboration with :
preliminary round to
various communities, Komunitas Senam Sehat
Museum Jawa Tengah
Collaborator > 1
Also
Ranggawarsita.
Total Participant : 140 Prs
Total Participant : 200 Prs
Road To Beat Diabetes Beat Diabetes Delight
Activity : Practice Pound Fit
Activity : Education and Activity : Open Booth In collaboration with :
Open Booth In collaboration with :
In collaboration with :
Along with GD
Total Participant : 500 prs BEAT DIABETES WARRIOR Total Participant : 75 Prs
Premium brands typically account for around 12% of the dollar share in
In collaboration with : most food & beverage categories.
Bersukaria walk
Semarang
Met great people (owner, ceo,
commissioner and head division also PIC in Based on a report published by MarketWatch, chocolate premium is
Central Java). predicted to experience an annual increase of 7.28% from 2018 to
2022.
Learn About :
Consumers' motivations for buying premium products vary by
1. Improve communication skills category. But indulgence, pleasure, distinction and artisanal
qualities are probably stronger selling points than health claims
2. Learn to work with larger groups in most premium categories.
3. Time management The researchers also pointed out that millennials and Gen Z
generations buy premium products quite frequently. In addition
4. suitability of the rundown that has to super quality and good performance, the more expensive price
been planned is a plus in the context of "treating yourself". Therefore,
companies are advised to start offering premium products.
5. Dealing/negotiate with external
Implementing the Tropicana Slim project with a
specifict market segmentation in the premium
market Co
NUMBER OF PARTICIPANTS
nc i
Even though the process of appliance the strategy
lus
adjusted to the existing field conditions, everything
was implemented well. on
The average of the 7 activities with a total of 900
-/+ participants who involved were satisfied with the
COLLABORATOR support for the healthy activities and education
900 carried out.
No
Beauty Industry uri
sh
pre hair a
More collaborators Big event Premium segment dam ve nd
awareness and age nt
bra d ha
nch ir
ing
Collaborative Marketing in the premium segment Rec
o
turns out that more collaboration can invite m
premium participants to attend our events
menda
Maximise Potential
tio French giant L’Oréal, which Make collaborations or
n commands an eye-watering 20.2% Bundling and distribute to
market share in Western Europe. salons or beauty clinics
Kelas Excel -
Nutrition Week
Grand Openning Meeting with external Nhub Cultural KILA & Hilotopia Pak guru alken
Radjawali Week
Zoom Meeting
Visiting Outlet (Telkom, grab , Open House Event
bank jateng) Company
HABIHA LINK LOSAAC 2023 Visit x BINUS
HSLP & Vouchering
Let’s make sweet moments last longer
