Market Development

Serve our consumer

Grow our markets and our shares
Deliver disproportionate share of U/L
growth

April 2009
 TheApproach…

The Market Development Opportunity is about growing

the overall size of our markets
by stimulating market growth (and growing our shares) through
growing penetration (new users) growing consumption (volume
freq/value per use) and Premiumization/Upgradation

Market Development can be achieved through

innovation, renovation and / or NILG

Innovation e.g. New low cost sachet Lux liquids

Renovation e.g. Relaunch of new improved Sunsilk
NILG e.g. Lifebuoy Handwash Programme

080726 Update to Jan_v1.ppt 2

 The Priorities Market Dev
“Strongholds to Build”
our T.O >XX m and penetration is <25% per quarter

“Cells to Accelerate”
T.O is between YY m and XX m and penetration is <25% per quarter

High

Relative Priority Market

Market Development
Share cells

Low 25% per qtr % penetration

In growing markets with less than 25% quarterly category penetration, the key focus should be on driving category trial regardless of competitive position.
There is a bigger opportunity in recruiting non-users rather than stealing share from the small group of current users – changing their behaviors and habits.
This is about creating a market where there was none before managing behavioral barriers and triggers. Why was there no market before?
-A new found wealth
Building a Fabric Conditioner market in Vietnam
-A new segment
Building a Milk Tea market in China
-A cultural history
Building Deo market in Japan, building a margarine market in Pakistan, Night brushing in Indonesia

080726 Update to Jan_v1.ppt 3

 Market Development Model

Market
Development 9. SCALE
Model

1. Product is PRODUCT
Hero

2. Right 1. PRODUCT IS HERO

Size/Value
a. Superior product quality at the point of parity
3. Educational (Meeting/ Exceeding consumer functional
Campaign
ON expectation)
b. Brand health is a pre-requisite (brand health
TI
4. Product check)

PR
Experience
O
OM

8. COMMUNITY INVOLVEMENT

IC
5. Product
a. Win the heart of the community

E
Availability
through brand social benefit
PR

b. Consumer participation to boost

6. Visibility sales and bond consumers

7. Aligned 7. ALIGNED PROMOTION STRATEGY

Promo Strategy [Link] consumer & trade promotion
b. Align with the IBC and have clear GROW THE
8. Community penetration or consumption objectives MARKET & 2. RIGHT SIZE/VALUE
Involvement 6 . VISIBILITY AT CONSUMER TOUCH- POINTS OUTPACE
a. Inside & Outside store a. right price points across segments (with brands,
9. Scale
COMPETITORS platform or sizes)
b. Presence with IMPACT
b. Relevant product formats (e.g. sachets, refills)
5. PRODUCT AVAILABILITY
10. Consistency a. Right channel, right outlet with right stocks
b. Leveraging strong sales & distribution coverage
c. Right RTM strategy

4. PRODUCT EXPERIENCE

P
PL

a. Sampling/ demos (right size, right

A
occasion)

CK
b. Clear product message (aligned
AC

with the IBC of the brand)

E

3. EDUCATIONAL CAMPAIGN

a Brand ambassador improves credibility.

b. Simple, Step-by-step & explicit

PROPOSITION
10. CONSISTENCY & COMMITMENT

080726 Update to Jan_v1.ppt 4

 Unilever Indonesia
Market Development Model
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
 ULI MARKET DEVELOPMENT MODEL : Step no. 1 – PRODUCT IS HERO

Superior Product Quality – meets/exceeds

consumer expectation & has clear functional
delivery

– Ponds’ success in building a strong Masstige

Business : Superior product efficacy & great-
looking packaging of Pond’s Age Miracle and Pond’s
Flawless White created a strong appeal to go for the
premium.

– Molto Ultra’s success in getting the highest

repeat rate : Superior product performance that
exceeds consumer expectation & created word-of-
mouth gave consumers reason to pay premium.

- Sunlight’s success with product

demonstration to convince low SES/rural
consumers : Best in grease-cutting (Magic in front
of consumers eyes), undisputed strong superiority
against paste/cream.

Healthy Brand is a pre-requisite

 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
 ULI MARKET DEVELOPMENT MODEL : Step no.2 – RIGHT SIZE/VALUE

Right size and price points

– Sunlight : fast penetration growth driven by 90 ml sachet
priced at magic price point Rp. 1,000. Even stronger when
the price point was activated.

– Rexona Deo Lotion : more successful in converting proxy

users at Rp. 1,500 vs Rexona Mini Stick at Rp. 5,000 price
point.

Relevant product format

- Molto Ultra : availability of refill and sachet is a
critical success factor as refill and sachet are

the core formats in the market. Not coming with

refills would alienate 80% of the potential consumers
(even when bottle price was the same as refill,
consumers bought refill on their second purchase).
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
ULI MARKET DEVELOPMENT MODEL : Step no. 3 – EDUCATIONAL CAMPAIGN

Step by step & explicit, simple & straight-

forward, brand ambassador improved
credibility

– Molto Ultra : Combined thematic advertising

with a step-by-step educational campaign using a
credible endorser, guiding consumers (and the
maids) by the hand on how to dose the product
correctly

– Sunsilk Conditioner : Simple message to

provide clear reason for using hair conditioner,
i.e. “from good to great hair”, presented under an
appealing education campaign format (Sunsilk
Class) and using brand ambassador to bring
credibility.
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
ULI MARKET DEVELOPMENT MODEL : Step no. 4 – PRODUCT EXPERIENCE
Sampling, with the right size at the right occasion
– Sunsilk Hair Conditioner : Massive sampling through
twin-sachet and banded with shampoo bottles to get as
many people (the most potential ones, i.e. shampoo
users of the same brand) to try the product.

Holistic product experience under a theme, aligned

with the brand’s IBC
– Ponds : Creating great product experience in store
through personal consultation, diagnostic tools,
delightful display & promotion is a crucial element of
the brand growth strategy.
– Citra HBL : Creating a vehicle that provides total brand
experience – bringing the brand proposition alive for
consumers (Rumah Cantik Citra)
– Royco : Tasting, Cooking Demo, Product Knowledge &
sampling all-in-one at residentials.
 Rumah Cantik Citra (Citra House of Beauty)
bringing total brand experience, covering 5 big cities
across Indonesia and touched directly more than 30,000
consumers!
More than 30,000 consumers participated in RCC!
Rumah Cantik Citra experience was
also brought to stores
 Royco way of bringing product experience to its
consumers
Taste Challenge : compared Royco vs Redemption : get free gift for
Masako in terms of color, aroma, and every 1 dozen Royco 8gr
taste any variant

Cooking Demo : 2 type of dish Games & Quiz : Royco product

(vegetable soup & stir fry) using knowledge
Royco vs Masako
& Free Tasting
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
ULI MARKET DEVELOPMENT MODEL : Step no. 5 – PRODUCT AVAILABILITY

Right outlet, right channel

Sufficient forward stock
Leveraging strong sales & distribution coverage
Right Route-To-Market strategy

– Skin Care : “Conquer TP” project (TP = Cosmetic Stores in

GT) was initiated to give full potential for skin to grow in
channels that matters. TP contributes almost 25% to total
skin care sales.
– Market development in remote areas : “Hubble” project
to exploit potential in remote Sumatra areas.
– Residential Coverage : Motorcycle teams were created
alongside core sales teams to cover residential areas, both
for selling and activation. This was an untapped potential
especially for Foods.
Expansion to new channel – ‘Conquer TP’ project
Before After

INTEGRATED PLAN
Focus Coverage :
•Growth Engine Team

Cosmetics store Owner &

Shopkeeper Program

Win @ POP Guideline :

• Assortment – Must have SKU
• Merchandising
• Promotion Plan

TP Mobile Supervisor to
monitor excellent execution

Relationship Program

Click TP Workshop 2006 Video for Further detail.

Extending Sales Coverage to Residential Complex

Merchandising Unit Motorbike Team

Extending the Coverage and Visibility in Residential Stores

 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
 ULI MARKET DEVELOPMENT MODEL : Step no. 6– VISIBILITY @ CONSUMER
TOUCHPOINTS

Ensure presence with impact, inside and

outside the stores

– Molto Ultra : Single key visual adopted

everywhere, creating massive branding impact.

– Pond’s : Initiating a project to drive

transformation in visibility across channels.
lto Ultra: Visibility created at Launch

Visibility: EDGE!
lto Ultra: Visibility created at Launch
 TRANSFORMATION in POND’S VISIBILITY

Channel : Modern Trade

Original Pond’s
Backwall

Baby Catherine Project

Local Execution
TRANSFORMATION in POND’S VISIBILITY
 TRANSFORMATION in POND’S VISIBILITY

Back Wall
Beauty Solution Centre
Deployment of new generation Pond’s merchandising solution customized by channel

Gate/Pillar Dress Up
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
ULI MARKET DEVELOPMENT MODEL : Step no. 7 – ALIGNED PROMOTION STRATEGY

Integrated consumer and trade promotion

Promotion aligned with IBC
Promotion with a clear penetration,
consumption or upgradation objective

– Pond’s Alchemy Launch : Full IBC package

addressing all consumer touch-points, totally
aligned, each element supporting each other,
creating “bigger than life” impact.
– Hair & Skin promotions : 80% of the
consumer promotion is designed to promote
regime usage. Shampoo promotes hair
conditioner, while Face Cleanser and Moisturizer
promotes each other.
 Building Strong Masstige Business in Skin Lightening
Pond’s flawless white launch successfully excited the market.
Phenomenal result = 4.1% value share just in 2 months!

Pres Con & Grand Launch Public Relation Above The Line : Emotional &
Functional
Tokyo Media Trip

Most talked about

TVC

Massiv
e
Pre grand launch activity Brand
Visibili
Meet Pond’s Bachelors Experience
In store activation
ty

Promotio
n
•Themed
• Discount
• Gimmick
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
 MARKET DEVELOPMENT MODEL : Step no. 8 – COMMUNITY INVOLVEMENT

Winning the heart of the community

Creating word-of-mouth in the community
Associating with a bigger social mission

– Pepsodent : Smile Activation community

roadshow – letting the community “own” the
event
– Sunlight : Creating community word of mouth
with Agent 1000 activation and Arena
Tantangan Sunlight (community roadshows)
while doing good through women
empowerment.
 Engaging consumer, winning communities by
communities
Smile and Share, People and Pepsodent

Charity Carnival in two main

cities East Java, where every
participation will be matched
with certain Rupiahs from
Pepsodent for donation to
Orphanage, Hospital and
School in their respective
areas
 Community-based Marketing Concept

Thousands
of Agent 1000 Community of
& their Ibu Bersinar Sunlight
members (IBS)
Sunlight
Cream
users
Users
CONVERSION ENGAGE
AS A COMMUNITY

Involve the IBS

community
to endorse this
event. EMPOWER THE IBS COMMUNITY
- Workshop
Arena Tantangan - Entrepreneurship program
Sunlight : Road show - etc.
to Cities
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen
 Strong Sales and Distribution
capability
330 distributors GT and MT
More than 7500 frontliners (SLD, SPT, MUT)
Covers 350.000 outlets weekly and bi weekly
 ULI MARKET DEVELOPMENT MODEL

ned ” WINNING
ai s
st es SPIRIT “B
“Su siven e
Rep at It
re s
Agg
10. CONSISTENCY & eat &
COMMITMENT It”
a. Consistent company vision 1. PRODUCT IS
&SIA HERO
b. Adopting the principle of
a. Superior product
sustainability quality at the point
9. SCALE
(consistency over many of parity
a. Corporate muscle
years) * Meeting/Exceeding
b. Size of brand
c. Commitment in longer consumer
c. Availability of resources
L

term “investment for expectation

O.

(e.g. Indo: leveraging

growth” * Clear functional
7,500 field-forces)
d. Continuous monitoring & 2. RIGHT SIZE/VALUE

THINK BIG, START

SMALL, MOVE
S.

FAST
d. Leveraging media strength delivery
be daring to make a. right price points across
b. Brand health is a pre-
tough decisions requisite (brandsegments (with brands,
8. COMMUNITY health check) platform or sizes)
b. Relevant product
INVOLVEMENT
a. Winning the heart of the GROW THE MARKET & formats (e.g. sachets,
refills)
community
b. Attaching to a bigger brand
OUTPACE 3. EDUCATIONAL CAMPAIGN
social mission COMPETITORS a. Step-by-step & explicit
c. Creating word-of-mouth b. Simple & straight-forward
c. Brand ambassador improves
7. ALIGNED PROMOTION
credibility
STRATEGY
N

a. Integrated consumer & trade

4. PRODUCT
o

promotion
b. Alignment with the IBC EXPERIENCE
M

SI

c. Promotion with a clear a. Sampling (right size, right

T
IN

penetration or consumption
occasion)
LO

objective
6 . VISIBILITY AT b. Product demo/tasting
DS

5. PRODUCT c. Clear product

CONSUMER
AVAILABILITY message (align with the
TOUCH-
E

a. Right channel, right IBC of the brand)

POINTS outlet Sharin
a. Inside & Outside b. Sufficient forward stock
store g of
c. Leveraging strong sales &
C3 focus
b. Presence with distribution coverage Joy
IMPACT Making
Teamwor d. Right RTM strategy
Things
Integrity
k
ULI Happen