Studi Kasus Iklan TV Commercial
versi “Eci”
Smart Advertisement
Product Definition
KitKat is a Snack Category
Product Situation• Now people think that chocolate is chocolate not
only a kids product, but it is a substitute of sweets. • In today's market chocolate has very good
demand. There are many reason behind that i.e change in customer taste, change in customer view, good marketing, the way company promoting etc.
Product Price
Rp 3500,- s/d 8.000,-
Market Segmentation Analysis
• Age : 12 – 35 tahun• Gender : Male dan Female• SES : A, B• Geografis : Cities• Psikografis : Modern people which is has a high
concern about VALS
Tagline
“Ada Break Ada KIT KAT "
SWOT Analysis• STRENGHT : Famous Brand, Good Taste, Trusted Company• WEAKNESS : Limited Distribution, People are now more health
conscious they don’t eat much chocolate. Still price is not affordable for large portion of rural
area• Opportunity : No direct competitor, Market is grow, Change in
consumer behavior, now people think that chocolate is not only a kid’s product
• Threat : High market competition, Follower, economic situation
Biro Iklan: MACS 909Iklan : TVCProdusen: Nestle
Advertisement Script:BUNYI dering telpon.(suara bapak-bapak, tanpa gambar, layar hitam, hanya teks.) “Siapa nih?” (suara perempuan)“Eci, om…”“Oh, Edi …”“Eci, Om, bukan Edi”“Oh, Egi…”“C, c, Charlie…”“Oh Charlie. Kok, suaranya kayak perempuan?”“Aaaaaarrrrggghh.....!!!”
Advertisement Objective
• Awareness
Advertisement Approach
• Humour– Script Content of ad created fun and funny
• Anxiety– Transform consumption experience: To create a
feeling, image, or mood about a brand that is activated when the consumer uses the product
Creative Analysis
• It’s such an idea that TV Commercial adopted from Radio Commercial
• Simple and very cheap production• Script is strong and Locally Act• Very Memorable and SMART advertisement
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