International Advertising

Only available on StudyMode
  • Download(s): 41
  • Published: May 29, 2014
Read full document
Text Preview
TABLE OF CONTENT
Content

Page

ABSTRACT
EXECUTIVE SUMMARY
1

4
5

INTRODUCTION
1.1.

6

1.2.

Business Formation

7

1.3.

The Directors

9 – 11

1.4.

2

Business Description

The Products

12

SITUATIONAL ANALYSIS
2.1.

Artiste Profile : Forteen

13 – 14

2.2.

Indonesia Market Background

15 – 19

2.3.

KRU Music Expansion : Breaking Into Indonesia Market

3

MARKETING OBJECTIVES

4

19

CREATIVE STRATEGIES
4.1.

Creative Recommendation: Traditional Media Platform

20 - 21

22 - 23

4.1.1. Collaboration With Local Artiste ~ Rossa

24

4.1.2. Collaboration With The Management ~ Trinity

24

Optima Production

1|Page

4.2.

Creative Recommendation: New Media Platform

25 - 26

4.2.1. Why New Media

27 - 28

4.2.2. Indonesian New Media User Analysis

29 - 30

4.2.3. New Media Challenge

31

4.2.4. Viral Marketing Could Help

32 – 38

4.2.5. Music, Fashion & Art Comes Together

38 – 40

5

MEDIA STRATEGIES / MEDIA PLAN

6

EXECUTIONAL STRATEGIES / PLAN
6.1.

41

Creative Recommendations
6.1.1. Packaging

42

6.1.2. Sales Promotion
6.1.3. Point of Purchase
6.2.

42 - 43
44

Broadcast Recommendations
6.2.1. Promotional Tour

45

6.2.2. TV

45

6.2.3. Radio
6.3.

46 - 47

Print Media Recommendations
6.3.1. Newspaper

48

6.3.2. Entertainment Tabloids / Magazine

48

6.3.3. Fashion Magazine

49

2|Page

6.4.

Public Relations Recommendations
6.4.1. PR: Press Conferences
6.4.2. PR: Event Sponsorship

49

6.4.3. PR: Concert Promoter

50

6.4.4. PR: Film / Movie Production
6.5.

49

50

New Media Recommendations
6.5.1. YouTube

51

6.5.2. Website

52

6.5.3. Blog

52 – 53

6.5.4. Social Media: Twitter

54

6.5.5. Social Media: Instagram

55

6.5.6. Social Media: Facebook

56 – 57

6.5.7. Online Digital: iTunes, Amazon, Spotify, Deezer

57

7

EVALUATION

58 - 60

8

REFERENCES

61 - 62

9

APPENDIX

63 - 70

3|Page

ABSTRACT
Indonesia's economy has performed strongly over the past decade and is more diverse and stable than we realize. Indonesia has the lowest volatility in economic growth compared to the Organization of Economic Co-operation and Development (OECD) and Brazil, Russia, India, China and South Africa (the BRIC) countries. “Ask anyone in Indonesia about the country’s future and most likely you will get an optimistic answer. This is no surprise. The third largest democracy and fourth most populous country in the world have transformed itself from a low-income country in the 1960s into a fast-growing emerging market.”

(“The archipelago economy: Unleashing Indonesia’s Potential – Executive Summary” – McKinsey Global Institute, September 2012)

Indeed, Indonesia has huge business promises. There are 250 million people in Indonesia, with 160 million over the age of 15. Apart the television sector, digital media are taking hold in Indonesian society through various digital devices. We may think that Indonesia’s economic growth centers only on Jakarta. But the fastest-growing urban centers are taking over the large and mid-sized cities with more than 2 million people, such as Medan, Bandung, Bogor & Surabaya. And interestingly, Indonesia is not an Asian manufacturing exporter driven by its growing workforce or a commodity exporter driven by its natural resources. The main driver of its growth are domestic consumption and services.

Therefore, this project has opened up ideas to build and widen KRU Studios brand image internationally, across the Indonesian market. However, there are sequential stages of international advertising strategies that KRU Music needs to focus on. KRU Music may not be able to enter the Indonesian market by its own, unless through partnership with a local individual or company. However, finding the right one takes time and effort and careful planning. Here, we...
tracking img