ESEMKA MOBIL NASIONAL1. Background

ESEMKA MOBIL NASIONAL
1. Background :
a. Brand : Mobil ESEMKA Type Rajawali
b. Product Info :
i. Product Category :
a. SUV
b. Family Car
c. Transmission (AT/MT)
ii. Product Price :
a. IDR.95.000 .000 ( MT )
b. IDR.130.000 .000 ( MT )
iii. Strength :
a. National Car
b. Affordable Price
c. LCGC Car (Low Cost Green Car)
d. 7 seat
iv. Problem Must be solving :
a. No body aware ESEMKA, How to encourage target Consumer to Trial and purchase the product
v. Our Ambition :
a. Market Education on ESEMKA superiorities
b. Increase ESEMKA Penetration focusing secondary city of Indonesia.
c. To remind new generation about ESEMKA Product as a National Brand Investment
d. Industrial


2. Objective :
a. How to Create product awareness
b. How to encourage Target Market to trial product
c. How to create memorable activity
d. How To create WOM

3. Target :
i. Target Consumer :
a. C, C+, B
b. 30 – 50 Yo
c. new User/Entry, New Couple
d. live in secondary city
e. worker / Small Entrepreneur

4. Insight :
i. Target :
1. Male 80 % & Female 20%
2. Live in secondary city (Depok, Bekasi, Tangerang etc)
3. Worker / Entrepreneur
4. They concern about price and durability
ii. Simple :
1. Service Maintenance
2. Spare part
3. After Sales Program
a. Limited Service coverage
iii. Personalization :
a. Can offer a extra benefits
iv. Convenience :
a. Has been tasted durability
b. Service warranty
c.
v. Sales Coverage
a. Easy to Obtain

vi. Opinion :
1. Durability
2. Resale value
3. Service Maintenance
4. Spare part
5. After Sales Program
a. Service coverage

vii. Ambition :
1. Mostly they want this car, but….
a. they need to trial before they purchase
b. If they have easy promo program installment
c. I need to know more than just LCGC Car

viii. Brand Preferences :
1. Price
2. LCGC Car
3. 7 seat
4. Design
5. National Brand


5. Challenge :
i. How to introduce product value and sales program through this activation program
ii. How to encourage target market to trial the product

6. Potential Obstacle :
i. For Consumer, to buy a car is like to buy a Home, They have to go through a long process to decided which brand that they will choose. Furthermore, for the early user, they surely have to be convinced to choose for their preferred brand

7. Job to Be done :
i. How ESEMKA RAJAWALI can Educated the consumer to be the right choice and deliver the advance technology, into daily activity amongst our target audience through this campaign
1. Educate
a. Conduct smooth transition education and outreach as a whole simple, relevant, and attractive about the advantages of the product through KOL (key opinion Leader) (suggestion Racer : Rifat Sungkar)
2. Excitement
a. Bringing a pleasant experience in all of the activities, from pre sales to sales ,and post sales that strengthen bonding between ASEMKA and the consumer
3. Engagement
a. To helping them to make a confident decision to buy, trough house hold as the biggest influencer on Family

8. Key Proposition :
1. Pre Activity
2. Activity
3. Post Activity

9. Execution Idea :
a. “MOBIL PILKADA “
10. Description :
a. “Mobil Pilihan Keluarga Anda”
11. Rationality :
a. Easy to remind
b. relevant with the country issue and status
c.
12. Key activities : Description of consumer / Audience journey
a. Pre Activity :
i. PR Program :
1. Media Launching
a. Press Conference
i. Experience
ii. Writing Competition (bring the car ) (touring, Daily Activity
b. Dealer Gathering
i. Experience
ii. Sales Competition
ii. ATL :
a. Media Promo National Wide
b. Selected media NP, TV, Radio
iii. Activation :
1. Teaser Activity
a. Idea : Create Installation car will display bo no body no what the brand
b. Objective : To Create Curiosity
c. 32 Car Batik Parade (Touring)
2. Sales & SPG Training
a. Program Training
b. Sales Incentive
b. Activity
i. ATL :
a. Media Promo National Wide
i. Selected media NP, TV, Radio
ii. BTL :
1. Consumer Launching (engage with banking / leasing )
a. Exhibition Prime Location
i. Car Show 33 car will dress up batik design will present each province
ii. Batik Design will create by famous national designer
iii. Auction Batik Car
iv. Games
1. Mix and match
2. Idea : Audience cant experience with digital technology to make dream car, and the final who the best design “Mobil pilihan anda” will get the car.
v. Entertainment
1. Local band
2. National Band / Singer

b. Exhibition Secondary Activity (alun-alun/ HOP)
i. Car Show
ii. Digital Games
iii. Sales Program
iv. Test Drive
v. Games
vi. Entertainment
c. Test Drive
d. Sales Program
c. Post Activity :
i. PR :
1. Journalist Writing competition
ii. BTL :
1. Special Delivery
a. Idea : Create special car Delivery with giant ribbon with special word
iii. Digital :
1. Video Viral


13. Key Channels : activity will execute in 11 Cities with 4 big cities, and 7 secondary Cities
i. Prime Secondary mall
1. Medan , Jakarta, Solo, Surabaya
ii. Secondary Mall :
1. Bekasi, Tangerang, Malang, Makassar, Bali, Palembang, Padang
14. Expected shifting in behavior : change a perception , thinking and believe they will do
i. Aware ASEMKA is national Brand
ii. Pride with national car
iii. Purchase intense
iv. Sales Grow
15. Key Resource :
i. Games Digital ( touch screen )
ii. KOL
iii. National Designer
iv. Construction vendor (stage, booth, tent, etc.)
v. Installment ( Banking, etc. )
vi. Production vendor (lighting, Sound, multimedia, etc.)
vii. Performance
16. Key partners
i. EO partner
17. Reference :

18. Cost structure :
i. Venue : 1,8 Billion
ii. Production : 3 billion
iii. Man power : 850 Mio
iv. Performance : 540 Mio
v. Operational : 110 Mio

19. Result profitability

Hasil (Inggris) 1:

NATIONAL CAR ESEMKA1. Background: a. Brand: ESEMKA Type Car of an eagleb. Product Info: i. Product Category: a. SUV b. Family Carc. Transmission (AT/MT)ii. Product Price: a. IDR. 95,000.000 (MT)b. £ 130,000.000 (MT)iii. Strength: a. National Car b. Affordable Price c. LCGC Car (Low Cost Green Car)d. 7 seat iv. Problem solving Must be: a. No. Lucha aware ESEMKA, How to encourage the target Consumer to Trial and purchase the productv. Our Country: a. Market Education on ESEMKA superiorities b. Increase Penetration focusing secondary ESEMKA city of Indonesia. c. To remind new generation about ESEMKA Product as a National Brand Investmentd. Industrial 2. Objective: a. How to Create product awareness b. How to Target Market to encourage trial productc. How to create memorable activity d. How To create WOM 3. Target: i. Target Consumer: a. C, C +, B b. 30 – 50 Yoc. new User/Entry, the New Coupled. live in secondary citye. worker/Small Entrepreneur4. Insight: i. Target:1.80% Male & Female 20%2. Live in secondary cities (Depok, Bekasi, Tangerang etc)3. Worker/Entrepreneur4. They concern about price and long-term durability ii. Simple:1. Service Maintenance 2. Spare parts 3. After Sales Program a. Limited Service coverageiii. Personalization:a. Can offer with extra benefits iv. Convenience:a. Has been tasted long-term durabilityb. Service warranty c. v. Sales Coveragea. Easy to Obtainvi. Opinion:1. long-term Durability 2. Resale value 3. Service Maintenance 4. Spare parts 5. After Sales Program a. Service coveragevii. Country:1. Mostly they want this car, but ... ... ... ... a. they need to trial before they purchase b. If they have easy installment program promo c. I need to know more than just LCGC Carviii. Brand Preferences: 1. the Price2. the LCGC Car3.7 seat4. Design5. National Brand 5. Challenge:i. How to introduce product value and sales program through this activation programii. How to target market to encourage the trial product6. Potential Obstacle: i. For the Consumer, to buy a car is like to buy a Home, They have to go through a long process to decided which brand is that they will choose. Furthermore, for the early users, they surely have to be convinced to choose for their preferred brand7. the Job to Be done: i. How ESEMKA an EAGLE can Educated the consumer to be the right choice and deliver the advance technology, into daily activity amongst our target audience through this campaign 1. Educate a. Conduct smooth transition education and outreach as a whole is simple, relevant, and attractive about the advantages of the product through KOL (key opinion Leader) (suggestion: Racer Rifat Sungkar) 2. the Excitementa. Bringing a pleasant experience in all of the activities, from sales to sales, pre and post sales that strengthen bonding between the consumer and the ASEMKA3. Engagementa. To helping them to make a confident decision to buy, hold, u.s. house trough the biggest influencer on Family8. Key Proposition: 1. Pre Activity 2. Activity3. Post Activity9. Execution Idea: a. car "elections"10. Description:a. "Your Family Car of choice"11. Rationality: a. Easy to remindb. relevant with the country of issue and the status of c. 12. Key activities: Description of consumer/Audience journeya. Pre Activity: i. PR Program: 1. Media Launchinga. Press Conference i. Experienceii. Writing Competition (bring the car) (touring, Daily Activityb. the Dealer Gatheringi. Experienceii. Sales Competitionii. ATL:a. the National Wide Promo Mediab. Selected NP media, TV, Radio iii. Activation: 1. Teaser Activity a. the Idea: Create Installation car will display bo no body no what the brand b. Objective: To Create Curiosity c. 32 Car Batik Parade (Touring) 2. Sales & SGP Training a. Training Program b. Sales Incentive b. Activity i. ATL:a. the National Wide Promo Mediai. Selected NP media, TV, Radio ii. the BTL: 1. Consumer Launch (engage with banking/leasing)a. Exhibition Prime Locationi. Car Show 33 car will dress up as batik design will present each province ii. Batik Design will create by famous national designersiii. Batik Car Auction iv. the Games1. Mix and match 2. Idea: Audience cant experience with digital technology to make dream car, and the final of who the best design "your choice Auto" will get the car.v. Entertainment1. Local band2. National Band/Singerb. Exhibition Secondary Activity (square/HOP)i. Car Show ii. Digital Gamesiii. Sales Program iv. Test Drivev. Gamesvi. Entertainmentc. Test Drived. Sales Programc. Post Activity: PR: i. 1. Journalist Writing competitionii. the BTL:1. Special Delivery a. the Idea: Create special Delivery car with giant ribbon with special word iii. Digital: 1. Viral Videos13. Key Channels: activity will execute in 11 Cities with 4 big cities, and 7 secondary Citiesi. Prime Secondary mall 1. Solo, Jakarta, Medan, Surabayaii. Secondary Mall: 1. Bekasi, Tangerang, Makassar, Bali, the hapless, Palembang, Padang14. Expected shifting in behavior: change a perception, thinking and believe they will doi. Aware ASEMKA is the national Brandii. national Pride with cariii. Purchase intense iv. Sales Grow 15. Key Resource: i. Digital Games (touch screen)ii. COL.iii. National Designersiv. Construction vendors (stage, booth, tent, etc.)v. Installment (Banking, etc.)vi. vendor-Productions (lighting, Sound, multimedia, etc.)vii. Performance16. Key partners i. EO partner17. Reference: 18. Cost structure: i. Venue: 1.8 Billion ii. Production: 3 billioniii. Man power: 850 Mioiv. Performance: 540 Miov. Operational: 110 Mio19. Result profitability