ADVERTISING CAMPAIGN OF SIMPATI TALK MANIA

Telkomsel is biggest provider cellular in Indonesia. There are 3 main product of Telkomsel, they are Simpati, Kartu AS, and Kartu HALO. Now, Simpati released new program that is Simpati Talk Mania.
Simpati Talk Mania have two program they are Simpati Talk Mania TM ON and Simpati Talk Mania Gift. To building loyalty and to encouraging purchase, Simpati apply advertising strategy. That advertising strategy include ATL (Above the Line) advertising and BTL (Below the Line) advertising.

ATL (Above the Line) include :
• Commercial on television which show in television every day for 3 month since 5 Januari 2011. This advertising can we see since 6 am until 8 pm every day. The audience of this advertising is wide audience, nearly every one.
• Simpati use OOH (Out of Home) advertising like roadside panels and transit advertising.
• Simpati also use printed media advertising like newspaper and magazine to promote their advertising.

BTL (Below the Line) advertising include :
• Internet Media Site. Simpati has promote their new program in internet site. This is the one of Simpati advertising in internet media site.

Thats advertising strategy to reach the target market of Simpati, there are students, employers, teenager, and adult.
The conclusion is Simpati use good strategy to reach their target market, and apply the strategy well.

MARKET SEGEMENTATION AND CONSUMER BEHAVIOR OF MAGNUM

Before sell the product, it is important to know who the target of the product. Are they women? Are they rich or not? The function of this material is to know the people who buy the product, so can increase the selling of the product.
Walls Company, the company of Magnum Ice Cream also doing this analysis. We can split the consumer into two parts; there are demographics segment and psycho graphics segment.

a.Demographics segment, include age, sex, religion, income, and life cycle.
• Age, the target market of Magnum Ice Cream based of their age are people in age 20 until 40 years old
• Sex, the people who buy this product is women and men
• Religion, this product is halal and can consume by all religion in Indonesia
• Income, the target market of this product based for their income is middle or high class society. This is due to this product is expensive product
• Life cycle, actually the people who buy this product is single because if they are married they will choose Ice Cream for family like Vienetta and etc.
b.Psycho graphics segment, include education and life style
• Education, based on their education the target market of this product has high of education, because people who has high education can choose the good product
• Life style, this product is suitable for people who life in glamors life style

Consumer can buy this product anytime they want or when they has a activity. They can buy this product in store near their house which sell this product, in mini market, super market, or in hypermarket. They can buy directly or call the store.

That's all the market segment analysis of Magnum Ice Cream. I hope it can useful for you.

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