PROMOTION PROPOSAL
CONDUCTED BY
19-1A
Group Member:
Muhammad Qardhawi Gad Elhaq - 1150190689
Ramadiani Ardika Syaputri - 15110191040
Justina Alisha Soeratman- 15110190943
Cherie Mawuntu - 15110190705
Sarah Stefani - 15110190141
Helen Christa - 15110190131
Aldy Inzaghi - 15110190245
Lecturer:
Mr. Shahmardeka, M.Si
About Us Not just a scooter, a way of life
Vespa is an Italian brand of scooter that had been
manufactured by Piaggio. Vespa was found in Italy, Florence in 23
April 1946. Our focus is to produce motor scooters. The Vespa has
incredibly evolved starting from a single model motor scooter to a
full line of scooters.
Our Product
After many decades, Vespa Scooters are known for their
painted, pressed
steel unibody which
combines a
complete cowling
for the engine, a flat
board and a
prominent from
fairing into a
structural and
beautiful unit.
Piaggio & Co. SpA has produced its newly designed Vespa and is
launching the latest model; Vespa LX. The pure Italian style in a
smart, compact steel body; the Vespa LX is the magnificent heir of
a unique legacy, the unchallenged modern leader in todays
metropolitan environment. However, keep in mind that Vespa has
many competitors (direct and indirect); Such as Honda Elite (Direct)
and Yamaha Zuma (Indirect).
Product Information
Piaggo & Co. SpA is launching its new product, new modern
and latest model Vespa; LX. Its unique legacy has become the new
reputation for Vespa. Vespa has sustained its fame throughout
decades from the 1940s creating trust from its customers. Vespa
has scheduled the launching event to be in December 2016.
The Vespa LX comes with a leading technological innovation in its
class, equipped in 125 CC with a 4 stroke 3 Valve engine, ye quite
economical and creates enough power to get to your destination.
For some customers who travels a far distance, the use of premium
gasoline could be on of their benefits due to the customer being
quite economical and efficient. Its performance is improved with a
more economical fuel consumption (30% more efficient) and low
polluting emissions, which can support Indonesias environment to
be green.
Vespa LX is designed with the modern technology but it still
highlights Vespas classic style. Each part is specifically designed
with what its known for, elegance and standard detail. Yet, safety
with Vespa is highly guaranteed considering its Front and Rear
break for maximum safety. The seats are designed for comfort with
the length of 1,8 Metres.
Vespa LX is a Timeless Classic. Vespa provides variety of strong
and appealing colours.
MONTEBIANCO
MARRONE TOSCANA
CELESTE PROCIDA
ROSSO DRAGON
VERDE PORTOVENERE
GIALLO LIME
The company Piaggo & Co. SpA offers an On The Road (OTR)
price; Rp. 25,000,000,-. On The Road price provides the customer
with Vehicle Registrations (STNK), Finance, Development
Supervisory Agency (BPKP) and Plate Number.
Advertising Objective
To remind potential customers with its endless, timeless and
classic design as well as, its high technology machine
Marketing Objective
To introduce the Vespa LX latest model, as the new and
different way to enjoy classic style with modern edge everyday
comfort ride
Target Audience and Target Market
Geography
Target Audience for Vespa lies across Ubran/Surbuban,
throughout the country Coastal Cities like Denpasar, Surabaya,
Semarang, Jakarta, Poncosari, Bandung etc. It also points out
towards interior regions.
Behaviour/Psychographics
For commuters who seek for fun and practical alternative to
cars. Piaggo & Co. SpA is attracted by customer who prefers lower
fuel costs and flexible parking options. Customer who travels most
of the time in the city who prefer Vespa due to its ease of
manoeuvring in the city.
Demographics
Demographics can be said that the product are offered to both
Male and Female. Into two age groups; Younger consumers (20-35
years old; College students/young professionals) and Older
Consumers (45+ years old; Parents). Yet, this product is specifically
aimed for Class A and B+ and also students in High School and
University, Employees, Models, Professionals, Entrepreneurs.
Vespa is also aiming for Vespa Fans, those who wants to follow
scooter trend, Stylish Customers and customers who likes to be
seen and recognised.
When the customers own a Vespa; LX, they would feel classy,
elegant and prestigeful considering its timeless and classic design.
Vespa is known for its elegance and class, thus the customers are
guaranteed from its reputation being known as Timeless Classic.
Timeless and Classic would appeal to the target audience as
nowadays Indonesia get busier and busier with traffics and the
population. As Vespa provides less intimidation than most
motorcycles, nowadays, most younger generation (prefer to) own
Vespas, older generations starts to find a way to reclaim their lost
youth by channeling it to riding Vespa. This also appeals to the
Weekend Enthusiasts who enjoy weekend rides as a hobby to the
beach, cities and other entertaining destination.
Tone and Manner of the Advertising
Finding the Tone and Manner for advertising Vespa would be quite
a work considering a trends that the society has. However, looking
back to its product, Vespa LX would be Timeless Classic. As
Vespa is known across the world, Vespa LX hopes to have a
continuity to its last product, offering the messages and promises to
the customer.
The tone and manner for the design of the billboard, brochure and
tv ads should show Modernity, Simplicity, Elegance and Classy.
Media Platform
In recent years, Media has been one of the biggest elements
or tools in turning a business into a success. That is why, there are
quite many ways to promote the new product Vespa LX via Digital
Media, Mass Media and Social Media. Why do we choose these
platforms? Because those are the medias that people (Class B+ up
to A) could reach at ease. These medias involve so much
technology, that we have to take benefits of.
Digital Media (Magazines)
Here are the list of the magazine that has a high possibility of
enhancing our sales; Nylon, Best Life, Femina and Jakarta Expat.
Nylon (Indonesia) is an american multi-platform media
company and also a magazine that focuses on pop culture and
fashion. It has coverages such as; art, beauty, music, design,
celebrities, technology and travel. The audience of this magazine
ranges from teenagers; 15 years old to adults; 25 years old, Class
B+ to A. Vespa combines perfectly with Fashion and Youngsters,
and that is why this magazine is perfect for promoting the new
Vespa design to the younger generation.
Best Life is the lifestyle magazine for the man who has
arrived. Confident, Accomplished, and at the very peak of his
powers, the Best Life reader is more emotionally engaged than he
has ever been with family, friends, and the world. This magazine
aims to the audience with the age 35+ years old and also to the
men who pays attention towards their lifestyle (Health and Lifes
Condition). With the aim of having Well Educated and Class A
readers, this magazine is also perfect for promoting the newly
designed Vespa LX.
Femina is a weekly womens magazine founded in 1972. Who
says Vespa are not for women. In fact 50% of Vespa owners are
female. This magazine is a great platform to promote the new
design Vespa LX. In case, there might be Vespa fans!
Indonesia Expat is Indonesias largest expatriate readership
(formerly known as Jakarta Expat and Bali Expat). This magazines
readership is clearly for expats. Sure these expats are not used to
the crazy traffic in Jakarta, and they most do not want to tolerate
that. That is why promoting the new product Vespa LX in Indonesia
Expat would be perfect.
Social Media
Youtube nowadays consists quite many advertisements. As
you wait for certain videos to load, they would show all these
various advertisements, and that would be depending on the
country you live in. Vespa LX could possibly go under this path of
promoting the product via Social Media. Yet, Youtube is the 3rd
most visited website in the world, so why say no to the possibilities
of making more sales?
Instagram is a platform for wide range of people to share their
moments in format of photos/pictures and videos. Many businesses
nowadays have used this social media to boost their sales and
positioning. Celebrities and other significant role models use
Instagram as their platform to express themselves. For Vespa, this
would be an effective way to boost its new product.
Mass Media
Television (TV) would be something that most people rely on.
However, connecting TV to promotion Vespa would not be such an
effective idea due to the audience of most TV channels are not
classified as Class B+ to A. However, the Vespa could be
advertised only in one TV channel, like; NET TV. NET TV is a
private channel, not like any others; Indosiar, RCTI, SCTV etc.
Creative Tasks
Billboard is an effective way of advertising a product.
However, this would cost quite big amount of money, yet it is
effective. The most important thing is people will see and notice it.
Vespa will guaranteed that people see the advertisement since
billboards are generally placed along highways and busy streets.
There are large audiences of Billboard and with the high possibility
people will see it, this means they will see the billboard regularly,
which makes it more likely to stick in the minds.
Budget
PROMOTION BUDGET EXPENDITURE
Media Platform
DIGITAL MEDIA
SOCIAL MEDIA
MASS MEDIA
Name/Types
Detail of Display
Price
Nylon
(Indonesia)
Iklan Display Cover II (FC) (210 mm x
275 mm)
Rp. 34.500.000
Best Life
Full Page (FC), Ukuran 205 mm x 275
Rp. 31.500.000
Femina
1 Halaman Dalam (FC), Ukuran Trim 214 Rp. 40.000.000
mm x 284 mm, Bleed 220 mm x 292 mm
Indonesia
Expat
Iklan Reguler Ads Half Page (FC) Ukuran Rp. 120.000.000
255mmk x 180mmk
Youtube
Appears before a video starts.
Rp. 400.000.000
Instagram
Appears in each accounts news feed
Rp. 5.000.000.000
TV
08.00 AM - 12.00 PM
Rp. 7.000.000
17.00 PM - 21.00 PM
Rp. 13.000.000
Lampu Sorot (Philips HPIT 500)
Rp. 1.250.000.000
CREATIVE TASKS Billboard
TOTAL
Rp. 6.896.000.000
Deadline
The deadline for this promotional proposal would be in October
2016.
