Which one the first ?
Written by dogosh on 5/11/2008I could hear discussions between the friend, some of them, Brand Manager of interlude food had the shape of Jelly. He asked, if launching the new product. Regarded his name "KREZZy" what the first time must be done? The advertisement previously afterwards continued with availability all through the outlet all over Indonesia, or inside previously to all outlet then after all outlet covered then afterwards incessant carried out the advertisement..?
For me, this is classic question. Same like the case of the "Egg or Chicken", whatever that first? If the advertisement previously. Awareness will be high. But, if when the consumer looked for this product and evidently was not available, the prospective consumer will be disappointed. And I was convinced, the person will not want indent only for a dozen of Jelly the KREZZy product.. if was "spread" previously but did not carry out the advertisement,this weakness being two. Firstly, Have the bargaining power its so weak with the owners outlet, usually the owner of the shop or outlet did not want to accept the products that not familiar.
Supposing that wanted, definitely with highest bargaining in the matter of the price, discount and the system (Consign or bought was cut off). Secondly, If leaking by the big competitor, they will communicate first and claimed as Pioneer. At that time, our product was forced to become Follower. How was it ? Any Comment?
According to them the middle road, the advertisement first, but was mentioned that KREZZy could be able to begun..., so as awarness has been high and bargaining position already standby, the outlet also was offered definitely did not want to lose please was the same to the next shop. The prospective consumer also will not search before the product available, but has planned to search, got ready the harvest.
But the time extension must be just right, don't too long, so as to be crucified competitor the capitalist, but don't also the speed so as awareness not yet the peak. Lest also availability inexact promised. And the advertisement must really interesting, if more unimpressive comfort, what for the person bought, although staying beneficial to branding. Business is all about taking risk. If you stay safe, you Will not be resulting.
But also must be remembered that the product of "KREZZy" was not the foodstuff or the main product, but the product / interlude food. So if in my opinion was better SKA arranged time table where between the production & the advertisement could enter simultaneously. That all could be reached with the existence sinergy between the team of Sales & Marketing. Distributed the product beforehand also not good because both of distributor's side and the market or outlet had bargaining power that was very strong moreover if entering the market of hypermarket.
If putting on the advertisement first also was not good because you investment against something that was empty. Please study the sale that was sold by the stallholder in the street, was their product known by the community? And tried to count the turnover that got by the Businessman? Here the need was arranged by you the strategy that was better before delivery in the battlefield. If wanted better with the pattern of military strategy because more potent was compared suspected-guessed.
based on the experience of the several Principals, most ideal if could be made planning that spread everywhere beginning with launching to ATL, the availability of the thing in outlet, and the activity of BTL. Playing in the business/the activity like this needed the high co-ordination plus quite a bit of fees but in the matter of the return, the effect was very effective. But when could not coordinate the three matters above will interrupt the series of the process of the sale.
The example: If the availability that was given priority then the consumer that did not yet knowing about this product also will not react to their product. On the other hand if ATL was given precedence to without the availability then this will become the high cost because money that went out immediately was not matched by the sale.
For me, this is classic question. Same like the case of the "Egg or Chicken", whatever that first? If the advertisement previously. Awareness will be high. But, if when the consumer looked for this product and evidently was not available, the prospective consumer will be disappointed. And I was convinced, the person will not want indent only for a dozen of Jelly the KREZZy product.. if was "spread" previously but did not carry out the advertisement,this weakness being two. Firstly, Have the bargaining power its so weak with the owners outlet, usually the owner of the shop or outlet did not want to accept the products that not familiar.
Supposing that wanted, definitely with highest bargaining in the matter of the price, discount and the system (Consign or bought was cut off). Secondly, If leaking by the big competitor, they will communicate first and claimed as Pioneer. At that time, our product was forced to become Follower. How was it ? Any Comment?
According to them the middle road, the advertisement first, but was mentioned that KREZZy could be able to begun..., so as awarness has been high and bargaining position already standby, the outlet also was offered definitely did not want to lose please was the same to the next shop. The prospective consumer also will not search before the product available, but has planned to search, got ready the harvest.
But the time extension must be just right, don't too long, so as to be crucified competitor the capitalist, but don't also the speed so as awareness not yet the peak. Lest also availability inexact promised. And the advertisement must really interesting, if more unimpressive comfort, what for the person bought, although staying beneficial to branding. Business is all about taking risk. If you stay safe, you Will not be resulting.
But also must be remembered that the product of "KREZZy" was not the foodstuff or the main product, but the product / interlude food. So if in my opinion was better SKA arranged time table where between the production & the advertisement could enter simultaneously. That all could be reached with the existence sinergy between the team of Sales & Marketing. Distributed the product beforehand also not good because both of distributor's side and the market or outlet had bargaining power that was very strong moreover if entering the market of hypermarket.
If putting on the advertisement first also was not good because you investment against something that was empty. Please study the sale that was sold by the stallholder in the street, was their product known by the community? And tried to count the turnover that got by the Businessman? Here the need was arranged by you the strategy that was better before delivery in the battlefield. If wanted better with the pattern of military strategy because more potent was compared suspected-guessed.
based on the experience of the several Principals, most ideal if could be made planning that spread everywhere beginning with launching to ATL, the availability of the thing in outlet, and the activity of BTL. Playing in the business/the activity like this needed the high co-ordination plus quite a bit of fees but in the matter of the return, the effect was very effective. But when could not coordinate the three matters above will interrupt the series of the process of the sale.
The example: If the availability that was given priority then the consumer that did not yet knowing about this product also will not react to their product. On the other hand if ATL was given precedence to without the availability then this will become the high cost because money that went out immediately was not matched by the sale.
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