An international marketing strategy for Jonnie and Thérèse Boer Culinary Book production “Purest” 2014-2016
Annemarie Schraa S1052361
Silke Marsman S1049097
Tom Eenkhoorn S1051191
Ji Min Chung S1064932
Ayodele Odesola S1062506
IBS2C, project group 16
Albert Hulzebos
Marketing communication report
International Business and Languages
Business School Windesheim
Zwolle, 17 May 2013
Executive Summary
This marketing report was made in order to find out which marketing communication activities are most suitable for the Indonesian market and especially for the book Purest.
To use the marketing communication activities properly, the objective of this report is to find out what the best use of marketing communication is in order to promote/create awareness of the product in the target market of Indonesia.
The main question of this report is: How to market the culinary book ‘Purest’ to Indonesia? Therefore this report will mainly serve to answer this question. To answer this question properly, the two sub questions have to be answered first. The two sub questions for this marketing report are:
- What are our target groups and what positioning is required to appeal to these target groups?
- What means of communication will be most effective in convincing the target group(s) to buy the product ?
The potential target group for the book “Purest” in Indonesia is: the Chinese Indonesians between the 25-54 years old who have the money to afford this product and are relatively more interested in high end culinary cooking. This target group can be divided in three relevant subgroups: the top cooks, young Indonesian cook and the rich citizens.
We intend not to position PUREST as just an ordinary cookbook or another Indonesian cookbook, but as a luxury product as well as the No. 1 cookbook in the world with insights of high end European cuisines.
The main communication tools that will be used are: billboards, magazines, social media and direct mail. In the future trade fairs and TV channels will be used to expand the product and brand awareness. Each different target group has each communication tools tailored to their properties.
We divided the target groups in three groups the rich Chinese Indonesian, professional top cooks and students who follow an education in cooking. For this special book we use a special marketing mix but also the more common marketing tools to reach all the target groups. The main communication tools that will be used are: magazines, social media, direct mail and billboards. For every target group there is a main communication tool, so that the different target groups are reached most effectively. It is to be hoped with this combination of marketing tools to reach every target group in the best possible way.
It should also be noted that the emphasis in this report will be put on the end-consumer and to a lesser extent the distributors.
Table of contents
1. Introduction P. 4
2. Research design P. 5
Part A; Current situation
3. SWOT P. 6
Part B; Positioning
4. Marketing communication goals P. 8
5. Target Audiences P. 9
6. Intended positioning of Purest P. 16
7. Value proposition P. 17
Part C; Communication
8. Marketing mix P. 18
9. Communication mix P. 20
10. Planning of the communication activities P. 24
11. Communication organization P. 26
12. Budget P. 28
13. Evaluation P. 29
Part D; Conclusions
14. Answer main and sub questions P. 31
Part E; Sources P. 33
Part F; Attachments P. 34
15. Logbook and reflection process
1.Introduction
The book ‘Purest’ is a cookbook which explains the (r) evolution of Jonnie and Thérèse Boer on high end cuisines. They are the owners of the restaurant The Librije. It is a high end restaurant located in Zwolle and has achieved three Michelin stars. This restaurant serves only high end quality dishes, which are created by the owners of The Librije. The book was written by Jonnie and Thérèse Boer, who give full explanation on everything concerning high end culinary cooking.
This report is a continuation of the earlier published research report, this report, however, focusses on marketing communication. This includes all the promotional actions that will be used while expanding to the Indonesian market. Thusly the group gathered information about several aspects for making a communication mix, a positioning and more. The main question to be asked is: How to market the culinary book ‘Purest’ to Indonesia?
The report begins with an executive summary, the table of contents and an introduction of the content of the report. After that you will find all the information and conclusion.
First comes the research design, where you will find the main and sub questions. Followed by the SWOT analysis, which explains and shows you the current situation of the Indonesian market. After that part B commences which contains the following: marketing/communication goals, target audiences, positioning and the value proposition.
Part B is followed by part C which contains the following: communication mix, the planning, communication organization, budget and the evaluation. At last the main and two sub questions will be answered. Subsequently you will find the source list and attachments.
2.Research design
Main question
How to market the culinary book ‘Purest’ to Indonesia?
Sub questions
• What are our target groups and what positioning is required to appeal to the target groups?
• What means of communication will be most effective in convincing the target group(s) to buy the product ?
Research type
This research is explorative in nature. It will be investigated how the Librije has to formulate their marketing strategy in regards to exporting the book ‘purest’ to Indonesia.
Strategy:
Making this project, desk research and some field research will be done. Field research will be done by a small interview and asking opinions of Indonesian people who live in The Netherlands .Besides the field research, desk research will be used to find data, especially on the internet, about the Indonesian top culinary market/ industry and the restaurant ‘The Librije’ itself. This research can be found in the research report.
Data-collecting method
Method of data-collecting is qualitative and by this research through some field research and desk research.
Desk research: internet and ‘The Librije’.
Part A; Current situation
3. SWOT
The main question of the research report was: in what manner is there demand in Indonesia for the book ‘Purest’? By answering this main question several sources have been used, such as interviews and internet. Eventually, according to the findings of the research report, the Indonesian market is in some manner accessible to the book Purest, the interest in the book can mainly be found amongst the wealthier Chinese-Indonesian citizens and chef cooks/top cooks in restaurants and hotels. These target groups are to be found in Jakarta and Bali, because Jakarta is the most developed city and the business center of Indonesia and Bali is a touristic place, so there are a lot of good restaurants and hotels for example ; Hilton hotels.
SWOT
To give you a good view of the current situation of the market in Indonesia a SWOT analysis has been used. This SWOT analysis is based on the findings from the research report. Below you will find the SWOT analysis.
Table 3.1
This SWOT analysis shows and explains what the strengths, weaknesses, opportunities and threats are of the Indonesian market. In this current market situation, you see that there are a lot of strengths and opportunities, because Indonesia is an upcoming country. Developing and increasing the situation of Indonesia is important for doing business. There are six strengths of the Indonesian market that has to deal with population, government, economic environment and food of Indonesia. Indonesia has the 4th largest population in the world. Nowadays, Indonesia is becoming more and more democratic and the economic situation is improving. Indonesia is very famous of its spices, which grow there thanks to the unique climate. And these spices have played a big role in the history of Indonesian export.
In general there are four weaknesses. The country is developing, but there is still a lot of poverty in Indonesia. The infrastructure of Indonesia is lacking in several parts of the country. Platforms and social networks still need to be improved and there are a lot of different religions in Indonesia, this makes it difficult sometimes, because every religion has its own values and practices, these influence the way the practitioners do business but also what foods to eat, something one should keep in mind when selling a cookbook.
Indonesia is an upcoming country, so there are opportunities in Indonesia. These opportunities have to deal with economic growth, increasing e-commerce, so more products will be sold on the internet. The inhabitants are getting more and better education. The target group consists of Chinese Indonesians (a relatively wealthy group of inhabitants of Indonesia) and the amount of rich inhabitants is increasing, thus the opportunity of achieving great successes with the book in Indonesia grows.
Eventually, there are three main threats on the Indonesian market, which are: corruption, different cultures and the big difference between rich and poor. Indonesia is a country that struggles with corruption. If you are doing business in Indonesia, you will notice that corruption is an issue that is common in Indonesia. Indonesia has several islands and every island is different and has its own habits. Even in every religion, there is another culture and when selling the book, you have to know and to deal with all kinds of cultures. The difference between rich and poor is steadily shrinking, but there will always be a big divide between these classes.
Part B; Positioning
4. Marketing communication goals
When making a strategy it is important to decide on a set of goals first. Because specific strategies and plans depend on what the goals are. If you are specific about your goals writing a matching strategy to achieve them becomes clearer and easier. Therefore, it is necessary to decide on specific and realistic goals before building the marketing communication plans. The goals are related to the Hierarchy of effect model. This table shows the goals which are chosen to set for the market in Indonesia.
Response type
|
Goal type
|
Communication goals
|
Cognitive
|
Knowledge
|
More than 35% target group aware of Purest within one year.
|
Affective
|
Attitude
/Feelings
|
Over 40% of the people who know about the book have a positive attitude towards the book within one year.
|
Conative
|
Behavioral
|
More than 5% of the people who know about the book have made the purchase within one year.
|
[Table 4.1. Marketing communication goals]
The hierarchy of effects model explains that when consumers are exposed to marketing, they have three kinds of responses to the marketing message:
First comes the cognitive response then the affective response and lastly the conative response. The customer will go through these three responses in order. Cognitive response means that the consumer becomes aware of the product and obtains some knowledge about it. Affective response is that the consumer likes the product and have positive attitude. Lastly the conative response is that the consumer buys it[1].
The cognitive goal that is set is that more than 35% of the target group should be aware of Purest. It is important to create awareness of Purest because if they don’t know the product they wouldn’t spend the money to buy it. The reason why the minimum is set for 35% is that it is important to create brand awareness before being able to sell.
And the goal in regard to affective response is to make over 40% of the target group have a positive attitude towards Purest. A positive attitude can lead to a buy, if not a recommendation to another potential customer.
Finally, the goal in regard to conative response is to have at least 5% of the target group to buy the book. If the positive attitude about the book makes them purchase it, it means the marketing communication plan was successful. And 5% target group is a realistic goal. If these goals are achieved in the relatively short term of a year, it can be expected to lead to positive results in the long term.
5. Target audiences
Targetgroup
The product is a high end culinary cook book linked to a top restaurant. The contents of the book aren’t just about cooking, but also about owning a top restaurant, local ingredients and local herbs. This means that the potential consumers must be interested in high end culinary cooking and/or he/she visits Michelin star restaurants
The potential target group for the book “Purest” in Indonesia is: the Chinese Indonesians between the 25-54 years old, This particular group is chosen because these Chinese Indonesians have (for the most part) the money to afford the product and are relatively more interested in high end culinary cooking and food amongst other luxury hobbies. This target group is the end consumer of the product, because they will use the product for themselves, so for the marketing report, the focus must be on this target group and to get their attention.
You can divide split up this target group into different groups more specific to the book’s content; you have the top cooks who cook in top restaurants and/or hotels, or have even their own restaurant they could use the book for insights and inspiration. Then you have the young Indonesian cook who might have finished an education(abroad) in cooking, who can use it for inspiration as well but also for some recipes, they’re likely to not have created their own dishes yet. Besides these two groups you have the rich citizens who love cooking and like to cook for friends and family. The rich citizen who loves cooking will use it for the ideas for high end culinary cooking they make something else then just normal cooking and they could use the view of Jonnie for inspiration to use regional spices.
All the different groups are interested in the book because it is a one of a kind book with specific information about regional spices and products and Jonnies view on cooking , it is also special because the book “PUREST” is awarded the title of best cookbook in the world.
Motivations for buying
When making a purchase, every consumer needs a motivation to buy. For example: you buy a new car because your old one is beyond repair. This is a motivation for buying a new car. Every product is different, so there are millions of motivations for buying a product. This product is specific, related to cooking, food, history (r)evolution and having an own top restaurant.
Motivations for a Professional cook:
|
Adapt some tactics which are explained in the book
|
To get inspired by other cooks from other countries
|
Table 5.1
Motivations for a person who did an education in cooking:
|
To get an insight into a star qualified restaurant
|
To get inspired to use regional products and spices in their own dishes
|
To read more about how other cooks see their dishes and way of cooking and to learn something from them
|
Table 5.2
Motivations for a person who loves cooking:
|
To receive it as a gift from a friend
|
To know more about high end culinary cooking in general
|
To get an insight into a star qualified restaurant
|
Table 5.3
These motivations are examples for buying this product. Every consumer has its own motivation, but these are main motivations. These motivations can be more specific for every potential consumer. The main reason for buying this product is to know more about high end culinary cooking and to get more information about a top restaurant with three stars, because that is the main subject of the book.
Every potential consumer can buy this book for his/her own reasons.
Name
|
Abu Alatas
|
Age
|
37
|
Gender
|
Male
|
Job
|
Top cook in a top Indonesian restaurant on Jakarta
|
Living status
|
Abu has a wife and two kids. A boy and a girl. He lives in a ‘normal’ house.
|
Education
|
He hasn’t had an education when he was younger. He learned from the ‘field’. Later he followed several cooking courses.
|
Way of cooking
|
He cooks with Indonesian spices and he loves experimenting and creating new dishes.
|
Importance of cookbooks
|
He did not write a cookbook himself. But he does think that cookbooks are important because recipes subsist and for people who can’t cook without recipes it is very useful.
|
Attitude towards cookbooks
|
He thinks cookbooks are very important and in the future he wants to write one himself. He want to share all his visions on different dishes and dishes he ‘created’ himself.
|
Uses cookbooks himself
|
He uses cookbooks only for inspiration but he cooks with his ’heart’. He uses spices and vegetables which he thinks fit with each other. He optimizes the taste with it.
|
Preferred purchase price
|
He is willing to pay more for good books. He would pay up to 100 $ for a good cookbook.
|
Ad’s
|
Won several prices for being such a good cook and for the lovely taste of his dishes.
|
Table 5.4
Name
|
Megawati Sukarnoputri
|
Age
|
25
|
Gender
|
Female
|
Job
|
Office job and cook
|
Living status
|
She has a boy friend.
|
Education
|
She has done a kind of cooking school but she is working now to spare for her own restaurant.
|
Way of cooking
|
She cooks with passion. Megawati loves to cook, she cooks for the whole family. she uses a lot of Indonesian spices in here dishes
|
Importance of cookbooks
|
She thinks that cookbooks are very important. She always cooks with cookbooks.
|
Attitude towards cookbooks
|
She finds cookbooks very interesting. She uses them for good dishes. However she solely uses good cookbooks. She reads the views of the cooks and tries to use them herself.
|
Uses cookbooks herself
|
She uses cookbooks herself. She uses cookbooks for inspiration.
|
Preferred purchase price
|
She is willing to pay up to 75 $ for a good cookbook.
|
Ad’s
|
She participated in the program ‘masterchef Indonesia”
|
Table 5.5
Name
|
Sari Barawantas
|
Age
|
51
|
Gender
|
Female
|
Job
|
non
|
Living status
|
Married and has four children.
|
Education
|
Non, she did courses in Business and cooking and graduated these courses.
|
Way of cooking
|
She likes to cook as a ‘top chef’. She uses a lot of spices.
|
Importance of cookbooks
|
She finds cookbooks really important. She always uses them for finding inspiration but also good recipes and learning about food and spices.
|
Attitude towards cookbooks
|
She loves cookbooks and does not like to cook without one. For example she thinks it is important to know with which spices you use for creating certain kind of taste.
|
Uses cookbooks herself
|
She uses always cookbooks and she has many of them.
|
Preferred purchase price
|
If she thinks the cookbook is useful for her, she will buy it. Whatever the price may be.
|
Ad’s
|
Married with a very rich man. Does not need to work.
|
Table 5.6
communication
Although Indonesia is a huge and promising market, the channels of getting goods or services to the final consumers play a significant role in the success of a business in Indonesia. There are several ways to reach the potential consumer, for every target group there has to be a different way of reaching this target group. Over the last couple of years social media has become a very important tool in the Indonesian society. The most common social media in Indonesia is Mig33 a media platform which is well-represented in countries with an emerging smartphone market. In 2012, 33 million Indonesians are signed up with this media platform. Next to that you have Facebook, Indonesia contains over 47 million users of Facebook. They use Facebook on their phones, in 2011 only 7% of the citizens had a pc, but 90% has access to a cheap smartphone. Because only a small percentage owns a laptop, not many online meeting places are popular except the ones above mentioned and YouTube and Kaskus. YouTube is very popular all over the world and lastly there is Kaskus this is a huge forum community in Indonesia. These social media have become very successful in Indonesia for a couple of reasons. Firstly the Indonesian people are chatty, they love catching up with each other and gossiping. Secondly they love a bargain and these social media allow them to keep in touch with other people across a distance for free. Offline Indonesians meet each other everywhere. People who love to cook and are very enthusiast about it meet in particular often at the markets where spices and ingredients are sold it’s a popular place to catch up gossips while shopping together and discuss recipes.
Except for the internet and social media there are some main communication tools. Billboards, posters and flyers are good examples of outdoor advertisement which is very effective in Indonesia and especially in the business centre Jakarta. Furthermore magazines and newspapers are important tools. Some important newspapers are kompas and Jawa pows. Especially magazines are important this one of three mayor channels to promote the book. examples of Indonesian magazines are: Femina, Jakarta Java Kini Magazine, Garuda, Ayahbunda Magazine and Now!, Jakarta Magazine. Some of these magazines are specialized in dining and cooking. Furthermore a common promotion channel is the television. There are two main TV channels which have a TV show involving the Indonesian cuisine. Indovision in conjunction with the Asian Food Channel (AFC) run a TV show known as the Culinary Masterpieces. Another TV channel which talks about Indonesian cuisine or cuisine in general is on BBC. This channel offers inspiration for home, family and life programs on home and design, food, fashion & style, to entertain, engage and inspire viewers. In Jakarta there are also some big trade fairs organized, this is important for the direct purchasers such as the web shop amazon and bookstores but also for Professional cooks.
For each target group there are some differences for reaching them but some of them are also similar since they have one thing in common and that is their love for cooking.
Reaching a person who loves cooking:
|
Advertising on TV channels which are about cooking
|
Advertising in Magazines (or to be featured in an article)
|
Billboards, posters and flyers
|
Reaching a Professional cook:
|
Standing on a trade fair
|
Article in a cooking magazine
|
Reaching a person who did an education in cooking:
|
Advertising in Magazines (or to be featured in an article )
|
Social media
|
Billboards, posters and flyers
|
6. Intended positioning of purest
As a free market system (where the forces of demand and supply are allowed to determine the allocation of resources) becomes more and more popular, competing for the market share amongst the business organisations is increasing drasticly. In a saturated marketplace product or service positioning is vital for product differentiation. Thus, an effective positioning provides a competitive edge to an organisation that is trying to convey its attractiveness to the target market. The Indonesian market seems saturated. From our last report we discovered that virtually all the cookbooks such as Indonesian Kitchen, Cradle of Flavor, The Food of Bali, The Food of Indonesian and the likes of them adopted the same positioning strategies. These include cost effectiveness, typical cuisine, easy-to- use, and it has stood the test of time.
The intend is not to position PUREST just as an ordinary cookbook or another Indonesian cookbook, but as a luxury product as well as the No. 1 recipe book concerning high end European cuisines. The target customers should see PUREST as a first class foreign product (such as iPod touch, Apple, smart phones) which provides the gateway of having a taste of superb and distinctive European cookeries. The aim is to make our customers willing to pay more for our cookbooks as known clearly that it is not possible to compete with the other Indonesian cookbooks in terms of price as some sell for as little as $11.00. This makes the positioning strategy to be clearly diverse from other cookbooks positioning in Indonesia. Most of the cookbooks are positioned in the minds of the customers as being the cheapest but ours is taking a different dimension. From the research report we know how to identify the seven main segments of the market which were primarily differentiated based on the socio-economic factors such as the level of wealth and age. Three out of these seven market segments are our target group. They include the virtuous well-off, well-off modern adults, and emerging well-offs which made up of 41% of the attitudinal segmentation of the Indonesian consumers. The target group is mainly dominated by the Chinese-Indonesians which are at the top of the social class even though their population is quite smaller when compare to the typical Indonesians.
The book PUREST possesses some attributes such as ; a comprehensive taste discussion with a taste professor Peter Klosse, a thorough taste conversation with the renowned wine expert Jan Van Lissum, a session dedicated only to the best herbs to be used in cooking, amidst others. These qualities will define its space from every other cookbook in the Indonesian market. This is quite necessary and important in a market which is largely saturated. Of these attributes, there is one that is fairly unique and which suits the social perception of the target group when it comes to fine dining. Eating in a restaurant with three stars in Indonesia will be considered as something of high social status in the society. Only the wealthy can afford such and is even considered a measurement of the social class one belongs to. The book PUREST is associated with a famous restaurant that has obtained three Michelin stars and this will unquestionably play a major role in how it is viewed in the minds of the target customers. It is also important to note that in positioning, the product must fit the market. The book PUREST fits perfectly into the Indonesian market as a cookbook with over 200 Dutch recipes, special photographs of the recipes mentioned, herb for culinary purposes session as well as a discussion on the varieties of wines which are required to make a perfect dinning with the wine expert Jan Van Lissum.
7. Value proposition
In order to market the product at the target group a clear promise has to be made in order to tell consumers what they can expect when they buy the product. The book is rather expensive so making the reader aware of all of its features would definitely help persuade them.
The product contains a wide variety of content not encountered in the products of competitors, and these things should be brought under the attention of anyone looking to buy a cookbook.
Notable contents that should be used as unique selling points are:
(these USP's are also listed in the research report with further elaboration)
- The general showcase and insight of Dutch culinary richness, taste and (r)evolution
- The explanation of development of taste by Jonnie using his recipes
- The book contains 400 pages, and over 200 recipes
- The book contains a comprehensive taste discussion with taste professor Peter Klosse
- A special section on fine wines with Thérèse Boer and Jan van Lissum
- A special section on herbs
- 50 recipes written by Dutch author Ronald Giphart
- accompanying the recipes are special photos made by Jan Bartelsman (X-rays, 3-D and underwater)
These contents should be advertised at every distribution channel, in order to show the consumer the value of the product.
Whilst most cookbooks sold in Indonesia focus on Indonesian cuisine, Puurst grants an insight into high-end European cuisine. It offers anyone who might be interested a rich experience of Dutch cooking. Next to the physical contents stated above the book makes a great gift to an Indonesian business partner, both as a valuable gift and to give them an insight into European (although mainly Dutch) cuisine.
The book is not just suitable for audiences that are interested in cooking, sometimes it is almost closer to a work of art than a recipe.
So in short the book is not only a large collection of very special recipes, it is also a work of art. It contains an insight into Dutch/European cuisine and will perfect the look of anyone’s bookcase. The book contains a vast amount of features not seen in any other cookbook and that is definitely the reason it was chosen at the Gourmand World Cookbook Awards as the best chef cookbook. It doesn’t matter if the client is a chef himself who only lives for his passion, because this book would most certainly be appreciated by any reader even if they just look at the mouth-watering pictures.
Part C; Communication
8. Marketing mix
Product
The book ‘Purest’ is a cookbook which explains the (r)evolution of Jonnie and Thérèse Boer on high end cuisines. They are the owners of the restaurant The Librije. It is a high end restaurant located in Zwolle and has achieved three Michelin stars. This restaurant serves only high end quality dishes, which are created by the owners of The Librije. The book was written by Jonnie and Thérèse Boer, who give full explanation on everything concerning high end culinary cooking.
The book is their vision about cooking, cooking with local and regional spices and herbs. They would like to make a special experience from the routine drinking and eating what you do every day. They want to share their love for fine foods and beautiful wines with you. They themselves do not think that those ‘fabulous regional products’ are their specialty. They think that they are special because they do not have a specialty.
In their words: “When you cook and serve a meal with a generous heart, and you put something of yourself into it, it all becomes special. Together with the team, we discover and explore the ingredients of a loving relationship between wine and food, every day. We love sharing our discoveries with you, and to treat you to a wonderful experience, without any fuss. We love going that extra mile for you.”
Place
The target groups for the book purest are professional cooks, persons who love cooking and students who major in it. For these reasons the book will be sold in bookstores in Jakarta and Bali and throughout the internet To reach these target groups it will be the best to sell the books in bookstores in Jakarta and Bali. Bali because it is important place to sell the book. Bali is a touristic isle and there are a lot of hotels and restaurants which have many stars. These restaurants are good ‘buyers’ for the book Purest. They can use the book as inspiration for their dishes and cooking style, they can give the tourists different dishes so they can choose whatever they want. Jakarta Is the business center of Indonesia, many Chinese Indonesian have a better economic situation and these people are mostly in the top of companies with this information you may say that the Chinese Indonesian trade more in the higher societies and with this comes having more money. They are better able to buy such a book as purest, the wives of businessman who loves cooking are a good target group for Purest. In Jakarta are also hold fair trade’s for cooking/books etc. these fair trade’s attract professional cooks and students who study a cooking education. For the people who do fit in one of these groups but do not live in or nearby Jakarta and Bali, there exists also the possibility to buy the book online and have it shipped. You can buy the book on a internet site, Amazon. Amazon is a web shop well known all over the world, the sending costs for the costumers depends on the rules of Amazon itself. ‘Purest’ does not have any influence on that.
Price
Indonesia has the Indonesian Rupiah, 1 euro is 12640,50 Indonesian rupiah (exchange rate is open to fluctuation). The value of the Indonesian Rupiah is very low compared to the Euro. The price of the book in the Netherlands is 75 Euros converted from Euro to Rupiah is 957.562,50. Exporting the books to Indonesia also costs money, the cost of shipping and the import tax are also to be accounted for. In Indonesia the book will cost 1.000.000,- Indonesian Rupiah. 4,11 euro was added to the price in order to accommodate for exporting the book to Indonesia. There are 20 million Indonesians, out of the 230 million citizens Indonesia has, who are able to buy luxury products. The number of books sold can be grow larger than in the Netherlands over time, but first a promotional campaign has to be set up to create awareness and make the Dutch kitchen look attractive. Thus in the beginning it will be necessary to charge this additional 4,11 to compensate the costs.
Promotion
Because this is a marketing communication plan and largely deals with promotional aspects this part isn’t going to be very specific.
Below is a table with the distinguished target groups and the means that are most effective on each group.
Target audience (Chinese Indonesian between 25-54 years old)
|
Communication tools
|
Indonesian top cooks
|
Direct mail and magazines; future option: trade fair
|
Indonesian cook students
|
Magazines, billboards and social media
|
Rich Indonesian citizens who love to cook
|
Billboards and magazines; future option TV channels
|
Table 8.1
More specific information about the target groups, the communication tools and how they are connected can be found in their respective parts of this report.
9. Communication mix
The potential target group for the book “Purest” in Indonesia is: the Chinese Indonesians between the 25-54 years old. You can divide this target group in different groups, you have the top cooks who cook in top restaurants and/or hotels, or even have their own restaurant they could use the book for inspiration. Next to that you have the Indonesian young cook who completed an education (abroad) in cooking, who can use it for inspiration as well but also for some recipes, probably they have not created their own dishes yet. Besides these two groups, you have the rich citizens who love cooking and like to cook for their family and friends.
When reaching this audience, you have to set up the marketing communication goals. These goals have been divided in three categories, such as: knowledge, attitude and behaviour. As explained before, there are three communication goals. Below you find the communication goals for the book ‘Purest’.
Communication goals:
|
More than 35% target group aware of Purest within one year.
|
Over 40% of the people who know about the book have a positive attitude towards the book within one year.
|
More than 5% of the people who know about the book have made the purchase within one year.
|
Table 9.1
Every goal has a different approach, because knowledge needs a different communication tool than attitude and behaviour, because the goal and the meaning is different.
Use of communication tools
Target audience (Chinese Indonesian between 25-54 years old)
|
Communication tools
|
Indonesian top cooks
|
Direct mail and magazines; future option: trade fair
|
Indonesian cook students
|
Magazines, billboards and social media
|
Rich Indonesian citizens who love to cook
|
Billboards and magazines; future option TV channels
|
Table 9.2
The main target group has been divided in three target groups, the target groups that you have to focus on. Every target group has its own values and practices and the focus has to be tuned on every target group.
Direct mail, magazines and trade fairs
Giving a good and valuable description of every communication tool that will be used, makes it more structured. Direct mail is a more creative and personal way of communicating the message of the cookbook ‘Purest’. The measurement of direct mail is effective and easy. Magazines is another communication tool it has high-quality colour, can target specific market segments and it has a long advertising life. The last communication tool is trade fairs. This tool can be used in the future, because firstly it is important that the final consumers know about the product. On trade fairs it is possible to create a network, but that is more focused on buyers for companies. That is why this is a future option.
The Indonesian top cooks are professional cooks who work with all kinds of ingredients. Firstly, you have to use magazines to reach this target group, so that they will know the cookbook, that the target group creates knowledge about the cookbook. When this target group creates knowledge about the product and they are interested in the cookbook ‘Purest’, then it is possible to receive direct mail, if the target group opts in. Through direct mail you get a more personal connection with the target group. Perhaps in the future it is possible to focus on trade fairs.
magazines, billboards and social media
Magazines are a communication tool that has high-quality colour, can target specific market segments and has a long advertising life. Billboards or outdoor advertising is a communication tool that has little competition due to limited availability. High reach and repeat exposure at reasonable cost and a close point of purchase. Social media and internet are upcoming aspects in Indonesia. More and more Indonesians gain access to internet and social media. This communication tool enables companies to track customers and build databases. It has interactive ad with link to advertiser’s website allows for immediate response and there are creative possibilities in fast growing media at moderate cost.
These three communication tools are meant for the target group: Indonesian cook students. The students are aged between 20-25 years old and they use mostly social media, such as: Facebook or for buying products from web shops. Billboard are used in the big cities, Jakarta and Bali, the cities that are most important and with these billboards you can reach the whole target group, however the young audience focuses more on billboards so this communication tool is most appropriate for the Indonesian cook students. Student read a lot of magazines, for example: Femina, Jakarta Java Kini Magazine, Garuda, Ayahbunda Magazine and Now.[2] Advertising in these magazines is an opportunity to create more product awareness.
Billboards, magazines and Tv channels
Magazines is a communication tool that has high-quality colour, can target specific market segments and it has a long advertising life. Billboards or outdoor advertising is a communication tool that has little competition due to limited availability. High reach and repeat exposure at reasonable cost and a close point of purchase. The main purpose of these two communication tools is creating product awareness, so creating knowledge. The last communication tool is TV channels. Thanks to TV channels one can reach a large audience, however it is possible to give the consumer a positive attitude, because the image of the product is live on television and that is most important and sometimes consumers decide when they see the commercial.
These last three communication tools are most suitable for the rich Indonesian citizens who love to cook. Most of the Indonesian citizens live in poverty and cannot afford a TV or buy a magazine. Billboards is a communication tool that is suitable for every target group, because it is to be seen by everyone. Rich Indonesian citizens who love to cook read cook magazines and watch cooking channels to learn more about high culinary cooking. Billboards have the meaning to create product awareness and to motivate the consumer to buy the product.
Jonnie and Thérèse BOer philosophy in marketing instruments
Jonnie and Thérèse: 'We all eat and drink every day, but what we really enjoy is making that every day routine a special experience, and to share our love of fine foods and beautiful wines with you. Jonnie and I were both born and bred in the region around Zwolle. We spent our childhood catching pike perch, picking water mint, searching for mushrooms, sneaking the punt into the decoy. In that kind of environment, how could you not fall in love with all those fabulous regional products. Many people consider these to be our specialty. But to us, it feels more like we're special, because we don't actually have a specialty. When you cook and serve a meal with a generous heart, and you put something of yourself into it, it all becomes special. Together with the team, we discover and explore the ingredients of a loving relationship between wine and food, every day. We love sharing our discoveries with you, and to treat you to a wonderful experience, without any fuss. We love going that extra mile for you.'[3]
As you can read above Jonnie and Thérèse have a very special philosophy. Because of this philosophy there has to be an exclusive communication mix in Indonesia. It is important to show how special PUREST is. The book has already won the Gourmand World Cookbook Award this means that at the moment PUREST is the best cookbook in the world. The goal is to show the target audience in Indonesia how special and interesting the book PUREST is. To reach the goal it is useful to use media types that fit into the image of the book. For example Magazines; You have a lot different magazines, also there are some magazines especially for cooking and food. Our potential target groups especially professional cooks and richer citizens who love cooking will read this kind of magazines, so magazines is a good market instrument to reach them. As you read before a very common communication instrument in Indonesia are billboards, posters and flyers, especially billboards are very common in the business centre Jakarta you will see it a lot of these billboards. Billboards are not are very exclusive communication instrument but it is very common in Indonesia and the poster will be tailored to that.
Also for the book PUREST direct mail will be used, for the people who are interested. It could be send to restaurants or to people who signed up with their address at the different groups of social media for example Facebook or linked in or on a blog. Direct mail is exclusive and they will receive advertising folders but also a preview of the book and maybe additional tips concerning ingredients and ways to cook.
How should social media be used
Social media is very important in Indonesia, for instance; Indonesia is the fourth largest facebook user in the world. Social media is still an upcoming market in Indonesia. For that reason it is important to use social media in the best possible way. There are different ways to promote the book online; mig33, kaskus, facebook, youtube, linkedin and facebook. Linkedin and facebook are the most interesting ‘blogs’ to use for PUREST. On both sites they can create a group from which you can join. The administrator of the group will upload news, interesting facts, promotional videos and everything else which you have to know to stay well informed about PUREST. On such a site, groups can have a lot of members and there is no real limit. People will get aware of the product by friends who saw it first and so on maybe later on they can advertise on these sites.
Is it possible to set up an international Jonnie and thérèse boer/librije comunnity on linkedin or facebook?
Indonesia is ranked 2nd in Facebook users in the world. There are about 35 million people using Facebook in Indonesia. So, yes it is possible to set up an international Jonnie and Thérèse Boer/Librije community on Facebook, because it is widely used in Indonesia. LinkedIn is more of an option for the future, because Facebook is used more in Indonesia. This medium can be used for creating a business network, but also for creating product and brand awareness and for announcing special offers. This is a good option for the book to start and to create a business network in Indonesia.
10. Planning of the communication activities
Below is the table concerning the plan of communication mix activities for one year per 3 months. The order was based on the potential importance of each media.
Q1
|
Q2
|
Q3
|
Q4
| |||
Magazines
|
O
|
O
|
O
|
O
| ||
Direct mail
|
.
|
O
|
O
|
O
| ||
Trade-fair
|
.
|
.
|
.
|
O
| ||
Billboards
|
O
|
O
|
O
|
O
| ||
Social media
|
O
|
O
|
O
|
O
| ||
TV Channel
|
.
|
O
|
.
|
(O)
| ||
Table 10.1
Using magazines for the marketing communication will be done the whole year. Because it is useful and an effective way to make target audiences aware of the book Purest. Besides, it is a very basic step taken to build awareness and advertise the book. Therefore during every quarter the product will be advertised in a variety of culinary magazines. This creates a diverse marketing statement as each target audience has its own type of magazine.
Starting at the second quarter direct mail will be send, specifically to Indonesian chefs. It won’t start right of the bat, but only starting from Q2 because the numbers of opt-ins would be higher that way. Anyone can opt-in and receive information regarding the product. It might create a positive attitude towards the book Purest and create the intention to buy it.
Sale representatives will also be present at a trade fair, this will take place in Q4. Due to the big cultural differences it is not wise to introduce the product at a trade fair because not enough cultural experience has been obtained at that time. And the majority of the relevant trade fairs take place at the end of the year.
Billboards are also a basic step towards creating awareness of the book Purest. Because of this, they will be used throughout the year. It will be set up near the university or someplace related to cooking where Indonesian cook students can see it. If it has high effect on creating awareness, they will be set up at more crowded places where rich people live as well, such as centres of big cities starting at Q3.
Communication activity on Social media has to be maintained the whole year. This kind of activity has high effects on informing a big target audience about the book Purest. Because there is high usage of social media in Indonesia, social media will be used to attract people’s attention for the book Purest and inform about it during Q1 and Q2. This will also allow for the creation of a potential customer database. In Q3 and Q4 blogs will be used to keep those who are interested informed about the product, the restaurant and everything related to the brand Librije. The detailed plans are, for example, putting commercial banner on social media site, making events which is related with the book Purest on Facebook, and so on.
TV advertisements will be used during Q2 because it is an effective way to advertise the book Purest because it can reach a huge target audience. In Q3 a research will take place concerning the effectiveness of the TV ads. If the results from the ads of Q2 were satisfactory the ads will be broadcasted again during Q4. The ways to advertise the book by using TV advertisements are various. For example; TV commercial, sponsoring TV program like cooking shows, and so on.
In short there will be magazines, billboards, and social media throughout the year. Starting from Q2, direct mail will be sent to those who opt-in. And advertisement on TV will be used in Q3 and an appearance at a trade fair in Q4.
11. Communication organization
After analysing how the various targets group will be reached through a series of communication means, it is essential to know which department or personnel will be responsible for such actions. Through the findings, it was realised that four types of personnel will be needed in the communication structure:
Ø Public relation management
Ø Marketing communication manager
Ø Advertising manager
Ø Event manager
It is worth noting that out of these four main positions, only one should be occupied by a Dutch or have the office in the Netherlands. It is a well-known fact that setting up a new business abroad, especially in a culture which is entirely different from the home country of the company requires the expertise of the locals (who are knowledgeable about the values, beliefs of their country and know how the market works) to be successful. The cultures of Indonesia and the Netherlands are completely different even though the former was formerly a colony of the latter. Since the overall marketing objectives and goals will be determined from the Netherlands, the marketing communication manager should be a Dutch person or the office should be located in the Netherlands, while the other three whose roles bring them in close contacts with the local customers on a daily basis should have offices in Indonesia and most preferably the positions should be handled by Indonesians. The roles of each of them will be illustrated below;
Marketing communication manager
Ø Supervise, develop, direct and lead Marketing Communication team.
Ø Develop and manage organization’s communications to attain or exceed plan.
Ø Ensure divisional and market segment branding strategy is steady with corporation’s branding strategy.
Ø Develop, strengthen, protect and leverage company’s brand, copyrights and trademarks throughout company’s operating geographical regions.
The public relation manager (PRM) will be responsible for establishing and maintaining lines of communication between the book PUREST and the Indonesian populace. He/she uses the editorial space within media publications, websites, television and radio shows to communicate PUREST brand’s message. The main function is to manage PUREST’s reputation. The PRM will reach the target group by writing promotional material in magazines, producing flyers and posters, and organising press briefings and news conferences.
The advertising manager (AM) will develop and plan an advertising campaign that appeals to the target audience. An example of a planned advertising campaign includes when to run the company's commercials on broadcast television. If the target audience is children, then the commercials run during the hours that children watch television. But since our target audience is adults, then it is best to run the PUREST's commercial during prime-time television or on channels adults watch such as cable stations. The advertising manager is responsible for coordinating an advertising campaign that will appeal to our targeted audience. This will include publications and media outlets. As part of this advertising campaign, the manager will oversee the development of all the advertising material such as artwork, mail displays or postcards, commercial development and approve the material before the company utilizes it. It is envisaged there won’t be any conflict or misinterpretation in the course of the advertisement if the position will be handled by a local who is well vast in the values and traditions of the country. Indonesia is a Muslim country; therefore extra caution should be taken in terms of photos, message and the likes that will come up in the advertisement.
One of the means of reaching our target audience is through exhibition or trade fair. The event manager will take on the responsibilities of coordinating all the logistics involved in making the event work to the satisfaction of the customers. He will see to the running around, booking the venue, identifying the target audience, developing the stand concept, arranging the catering and entertainment if required as well as all of the other supplementary services required to make the appearance run to their complete satisfaction.
12. Budget
Below is the budget for the year 2014. It contains every spending post related to marketing communication from the first year active on the market (2014) divided into 4 periods.
Budget
|
Q1
|
Q2
|
Q3
|
Q4
| |
Starting budget
|
200,000
|
200,000
|
200,000
|
200,000
| |
Advertisements
| |||||
- Billboards
- Magazines
- Television
|
10,000
50,000
i20,000
|
10,000
50,000
100,000
|
10,000
50,000
ii1,000
|
10,000
50,000
iii 100,000
| |
Total advertisements
|
80,000
|
160,000
|
61,000
|
160,000
| |
Trade fair appearances
|
0
|
0
|
0
|
20,000
| |
Banners
| |||||
- Kaskus
- Jakarta Post
|
15,000
18,000
|
15,000
18,000
|
15,000
18,000
|
15,000
18,000
| |
Total banners
|
33,000
|
33,000
|
33,000
|
33,000
| |
Direct mail
|
0
|
5,000
|
5,000
|
5,000
| |
Social media
| |||||
- Twitter
- Facebook
|
5,000
5,000
|
5,000
5,000
|
5,000
5,000
|
5,000
5,000
| |
Total social media
|
10,000
|
10,000
|
10,000
|
10,000
| |
Total costs
|
123,000
|
208,000
|
109,000
|
228,000
| |
Table 12.1
As seen in the table this results up to a total amount of € 668,000,- worth of marketing communication costs. This will allow € 132,000,- of the marketing communication budget to be allocated to other company activities.
i Costs of creating a commercial in advance
ii Investigation into the results of advertisements aired in Q2
iii Note: should the results from research ii indicate the results from the ads from Q2 were not worth the investment, the ads will be discontinued and not published in Q4
13. Evaluation
The introduction of the cookbook ‘Purest’ on the Indonesian market is not without marketing communication goals. Three marketing communication goals have been formulated. These goals are divided in three main groups, such as: knowledge, attitude and behaviour.
Each group has its own goal, but also his own characteristics. With knowledge, you want to know if the target group knows the product or the brand and this is something different than for example: attitude. With attitude, you want to achieve a positive attitude towards the product, so the cookbook. At last, with behaviour, the Librije wants to achieve that Indonesian consumers have the intention to buy the cookbook ‘Purest’.
For future goals, it is important to know if you have achieved your goals, because you want to know what percentage you have achieved of your marketing communication goal.
For measuring the marketing communication goals, you can use several methods. Some examples are: online surveys, mail, telephone and personal surveys. These methods will help you to find out, whether the marketing communication goals have been reached or not.
The best method for the Librije is the online survey, because it is the most effective method for the marketing communication goals. Personal surveys, telephone and mail are too personal, because for these methods, you must know some personal information about the consumer. Online surveys are most effective, because with this method, you can ask a lot of questions about the product, the brand, the opinion of the Indonesian consumer and the consumer’s behaviour towards the product. With this method, you can ask more and different questions about the product. The answers to these questions can help you to improve your marketing communication goals and your business in Indonesia.
Group:
|
Method:
|
Knowledge
|
Online surveys
|
Attitude
|
Online surveys
|
Behaviour
|
Online surveys
|
Table 13.1
With the information of the survey, you can measure the marketing communication goals. And after the measurement, it is possible to see if you have reached the marketing communication goals.
Below you find three examples of survey questions, because that makes this information more concrete.
Example 1: Question knowledge
Have you heard of the cookbook ‘Purest’?
- Yes
- No
Example 2: Question attitude
What is your opinion about the cookbook ‘Purest’?
- Positive
- Negative
- No opinion
Example 3: Question behaviour
Would you consider purchasing the cookbook ‘Purest’?
- Yes
- No
Part D; Conclusions
14. Answer main and sub questions
Answer Sub questions
In this section the most processed relevant and important information is processed and discovered in the two sub-sections of the report. Because the report is rather extensive just adding everything into one story might end up confusing, instead it was chosen to tackle each part in its own section.
Primary and secondary target groups and positioning
The difference between primary and secondary target groups is that the primary target group will buy the product and the secondary target group will use the product. The focus is on the secondary target group, because the promotion is adapted to these target groups. The primary target groups are: bookstores, restaurants or web stores, however the focus is on the secondary target group.
The secondary target group for the book “Purest” in Indonesia is: the Chinese Indonesians between the 25-54 years old, this target group is chosen because these Chinese Indonesians have (for the largest part part) the money to afford this product and are relatively more interested in high end culinary cooking and food. You can divide this target group into different groups; you have the top cooks, young Indonesian cook, who might have finished an education in cooking and the rich citizens.
The intend is not to position PUREST as just an ordinary cookbook or another Indonesian cookbook, but as a luxury product as well as the No. 1 recipe book of high end European cuisines. The target customers should see PUREST as a first class foreign product (such as iPod touch, Apple, smart phones) which provides the gateway of having a taste of superb and distinctive European cookeries.
Communication means
The main communication tools that will be used are: billboards, magazines, social media and direct mail. In the future trade fairs and TV channels will be used to expand the product and brand awareness. These communication tools are divided under the three main target groups, so the target audience are the Chinese Indonesian between 25-45 years old. This target audience has been divided in three main groups and the communication tools fit by every target group.
Every communication tool has its advantages and disadvantages, thus when promoting the product this must be kept in mind. Every target group has its own communication tools, thus the focus on the target group will be effective.
Answer main question
How to market the culinary book ‘Purest’ to indonesia
The above question was the main question of this marketing communication plan. In order to answer this question, there are several sub questions. These sub questions are made to make it easier to answer this main question. Purest, which is recently chosen as the best chef-cookbook in the world by the Gourmand World Cookbook awards, should be marketed in a special way. The target groups should see Purest as a specialty cookbook and as a collector’s item or/and use it for inspiration. There are several target groups for this book. There is a division of three target groups all consider the age 24 till 65. There are 20 million citizens in Indonesia who are able to buy such a book. The target groups is divided in three groups the rich Chinese Indonesian, professional top cooks and students who follow an education in cooking. For this special book a special marketing mix is used but also more common marketing tools to reach everyone from the potential target groups. The main communication tools that will be used are: magazines, social media, direct mail and billboards. Furthermore there are options to use in the future TV channels and trade fairs. For every target group there is a main communication tool, so that the different target groups are reached most effectively. It is to be hoped with this combination of marketing tools to reach each target group in the best possible way.
Part E; Sources
Part A :
o http://www.thejakartaglobe.com/food/spice-route-leaves-a-tasty-legacy-in-indonesia/584387 (16-04-2013) Article blog Annemarie!
o Research report (13-04-2013)
Part B:
o http://www.theinternationalman.com/restaurants/asia.php#hong-kong-michelin-listed-starred-restaurants-l (11-04-2013)
o Research report (10-04-2013)
o The Indonesian Consumer: Behavior, Attitudes and Perceptions Toward Food Products, Agriculture and Agri-Food Canada, 2011 (14-04-2013)
o http://crushnewyork.com/post/13596562095/best-late-night-fine-dining-fine-dining-at-2am (15-04-2013)
Part C:
o Some information from the interview of André Nijland of last period (26-04-2013)
o http://www.frw.rug.nl/persons/groote/cursus/global%20village/websites/0506/Dutchcuisine/thedutch.htm l (26-04-2013)
Part F; Attachments
15. Logbook and reflection process
Logbook Project IBS
Group 16: Ji Min Chung, Tom Eenkhoorn, Silke Marsman, Ayodele Odesola, Annemarie Schraa
Class: IBS2C
Minor: IBS
Subject: Project 2 (Group 16, Indonesia)
Date:
|
Time:
|
Done:
|
Remarks:
|
09-04-2013
|
08.30 – 09.30
|
Introduction project 2
|
In classroom
|
09-04-2013
|
09.30 – 11.30
|
Dividing work and making new deadlines. Project contract is still the same, so same rules!
|
Discussed with all group members
No Feedback!
|
Deadline part A and B: 15 April 2013!!!
| |||
16-04-2013
|
08.30 – 09.30
|
Project introduction by teacher
|
In classroom
|
16-04-2013
|
09.30 – 11.30
|
Discussing everyone’s part of A and B
|
All group members
|
16-04-2013
|
11.50 – 12.00
|
Feedback
|
-
|
Deadline part C: 25 April 2013!!! Before spring break, because some go on a holiday.
| |||
23-04-2013
|
08.30 – 09.30
|
No introduction this time
|
-
|
23-04-2013
|
09.30 – 11.30
|
Discussing everyone’s work
|
All group members.
|
23-04-2013
|
11.40 – 11.50
|
Feedback
|
With lecturer
|
Week 18: holiday!!! (Most of the project members, their part is ready) Two things must be changed!!!
| |||
Week 19: Two changes must be ready, before we make the promotion video!!!
| |||
15-05-2013
|
11.00 – 15.00
|
Production of the promotion video
|
Working at school with all group members
|
17-05-2013 Marketing report must be finished!!! Final deadline!!!
| |||
Reflection process
Ji min Chung
This report is different with the research report because it needed more creative ideas. Sometimes it is little bit difficult but I also had a great time discussing it with my project members. Everyone tried to do his own work perfectly and did his best. There was a harmony when doing the work and meetings. I think the report was also good and I hope it will be useful to export the book in Indonesia. I am so happy to do this project and meet such a nice group members.
Tom
I’m really satisfied about how this project went. Because we are already familiar to each other we could start on the project right of the bat. Progress went great and we had everything done well before the deadline. It was great not having to search for sources anymore because with a country like Indonesia good ones were relatively hard to come by in the first report.
Ayodele Odesola
It is so amazing to have been part of the group. Every member pulled his or her own weight. Throughout the period of working together, there was never a quarrel or fight as we all showed respect to each other. I will always look forward working with every member of my group again.
Annemarie Schraa
The end of this year is almost there and finally the project is almost done. This period was sometimes a little bit stressful, but everything for project was and is finished on time. I had a great time with this group and I am glad that I had this experience. The project was sometimes a little bit difficult, but working together has always made it easier. The nice part of this project is making a promotional video, because this is the first time for me that I had to do this. At last I want to say, that I had a wonderful experience and I made a lot of new friends.
Silke Marsman
This period we had the same group as the previous period. We knew each other already and that was useful in working together in the group. The project itself wasn’t that difficult, but what made it difficult was the short period we had and that we had to make a promotional video. It is very nice to make such a thing but I would be nicer if we had some serious lessons in making a promotional video. The cooperation between the several group members was good and everyone did his/her best to finish their pieces in the best possible way. The project was a good experience and I learned a lot.
