Indosat_and_Honda

Leveraging with Honda and Indosat BK@ 2011 1 The Growth of Honda and Indosat Advertising Data Leveraging Beat The Competition Maximise Advertising Impact Corporate Social Responsibility pg pg pg pg pg pg 3 4 5 6-7 8 9 Surya Kirpa Resources @ 2011 2 Number of production motorcycle units (million) 4 3.5 Production of 4 million units 3 2009 2010 2011 The Growing Strength of Honda and Indosat The Nation of INDOSAT is 46 million Surya Kirpa Resources @ 2011 3 Top categories in advertising spending were: 1.  Telecommunication 2.  Motorcycles 3.  Hair Care 4.  Political Campaign 5.  Cigarettes Note: Nielsen advertising data showed that the two categories high spending were mainly to drive consumers awareness and purchase intention.  Advertising Data Advertising spending in media showed growth in broadsheet newspaper and television by 20% and 21% respectively. In value, spending for advertising in television (TV) was still dominant with (62%) compared to broadsheet Newspapers (35%) and Magazine (3%). Surya Kirpa Resources @ 2011 4   The telecommunication and motorcycle industries are the biggest spenders in advertising. The reasons are simple: 1. economic growth 2. competition Here, we at Surya Kirpa Resources will show how leveraging and co-branding between Honda and Indosat can reap mutual benefits : Beat the competition Maximise advertising impact Serve the community (Corporate Social Responsibility)         1.  2.  3.  Surya Kirpa Resources @ 2011 5 a Rp30,000 Indosat SIM pack to each new buyer of Honda motorcycle   Prices of Honda motorcycles are between USD 1370 to USD 5400, a Rp 30,000 SIM pack by Indosat is about USD 3.50, which will be less than 0.25% of the price of the motorcycle. Indosat sells 4 million SIM packs, and with co-branding increase brand awareness through Honda’s dealers and service centers. Surya Kirpa Resources @ 2011 6 Honda’s latest model @ a special price Honda’s roadshow in town SMS blasts reaching to 46 million people with immediacy, and with cobranding increase brand awareness through Indosat’s dealers and service centers. Surya Kirpa Resources @ 2011 7 Hierarchy of Advertising Effects Brand Awareness Maximising the dealers and service centers to bring awareness to both Honda’s and Indosat’s brands Both Honda and Indosat brands sit comfortably as an urban, cool, upswing and mobile product Honda is the top motorcycle brand, and Indosat the 2nd favored telco. Thus, their brand favorability can be increased by overlapping industries. As top brands, with co-branding and cross selling, the customers purchase intent will increase Message Association Brand Favorability Purchase Intent Surya Kirpa Resources @ 2011 8 Honda and Indosat together raise insured Indonesians by 200% Honda and Indosat help Indonesians move into safer financial prudence Honda and Indosat are “first movers” as corporations to provide insurance coverage for customers As of 2011, less than 10% of Indonesians are insured Surya Kirpa Resources @ 2011 9 Surya Kirpa Resources @ 2011 10 Surya Kirpa Resources PT Surya Kirpa Resources Graha Mam, Jl Sungai Gerong No.7, Jakarta Pusat 10230, INDONESIA Tel: +6221-31908584 Fax: +6221-31922774 Surya Kirpa Resources @ 2011 Surya Kirpa Resources Sdn Bhd Menara Maxis,36th/F Floor, Kuala Lumpur City Centre (KLCC) Kuala Lumpur 50088, MALAYSIA Tel: +603-2615-7260 Fax: +603-2615-0088