Tropicana Slim

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After succeed to got awareness in diet issue, Tropicana Slim start to get more focus to bring up their core purpose which is prevent diabetes in society, so people can have sweet moments last longer with their loved ones. Based on statistic data updated 2012, people who live with diabetes reach 371 M, and 50% of them don’t know they live with it. That number will keep grow supported by less knowledge about how dangerous diabetes is and how to prevent it since young age (www.idf.org, 2012). Prevention in the younger age will be more effective to reduce the number. So that the primary target of next marketing plan Indonesia will be people in 25 – 35 years old, social class ABC, live in modern life and big cities, while the secondary target is existing consumer above 35 years old to be maintained. The objective is to increase awareness of Tropicana Slim‘s benefit to prevent diabet in younger age. Although Tropicana Slim is FMCG group, it is high involvement product due to cognitive is needed in health issue and reach awareness from market about diabetes prevention. Regarding the goal of next marketing plan, some approaches and new creative marketing tools are needed. First, conventional media advertising approaches are still used. Newspapers KOMPAS which have 1,000,000 readers per day still give impact for getting brand awareness through useful article insertion. The newspaper is one of the marketing channels to reach a large number of unknown or unidentified prospective readers which can become buyers (Kotler and Keller, 2012). The other things are newspaper has got more space for advertisements and newspaper advertisements can be re-read and retained (Belch and Belch, 2001). Target market could be more segmented through magazines such as Men’s Health able to grab awareness from men above 20 years old who have awareness in health issue and Femina to touch women above 25 years old. The magazine environment delivers a reader in the right frame of mind to be receptive...
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