The success of a business, real tempting many other business entities to emulate. We find a lot of me too products that can be more booming than the product the "original" her. With this understanding, Sour Sally tried to focus on character, story, icons, and strengthen brand equitynya, as a differentiation strategy is not easy to give birth-for me too.
Colonel Harland Sanders, has passed away 29 years ago. Sanders, with a white beard and friendly smile, is the iconic figure for KFC, which he founded after he successfully conduct business negotiations with its 100-restaurant, where the network is where KFC franchise began.
However, Sanders was not Sally. Sally is a 14-year-old girl, with two ponytail, and happy to wear socks piebald. "Parents" gave her the name Sally because that name is memorable, and ear catching. "That name seemed cute," said Marcus Kandou, Marcomm & PR Director of Berjaya Sally Ceria, the principal outlet Sour Sally.
"We are very detailed on the concept of branding," I'm Marcus. Brand name, continued Marcus, is very important to brand equity and brand character that are not easily imitated, especially in the retail world that are vulnerable me too. Thus, the character of Sally is also implemented in the interior design of stores, as a girl girly room, with dominant colors of green and pink that seemed welcoming. In the 'room', the legs of the chair is also black and white, like a sock Sally. "A successful brand is a combination of product quality and flair to maintain its brand equity," added Marcus.
When Sally "declare" sexed women, according to Marcus is usually a health conscious because it is female. "Our initial target market is the segment AB, the teenage girl to 24, from the school, through college," explained Marcus. However, in reality Sour Sally's much-loved among others, such as mothers, to young executives. "What is important we focus on target market first," added Marcus.
Efforts Sally gave birth to this character, I have drawn Marcus largest proportion of the budget-working with a branding agency of Singapore. It seemed a harsh intention not to create a brand that semenjana. "Once you think, think big," said Marcus.
Sour Sally who transformed animation site "Sally in Yogurthy Land" with the support of merry music (melody bring playground ambience), is a manifestation of the seriousness of the brand strategy is founded by Donna Pramono this. Perhaps not many know, that Sally's house in the virtual universe was selected as Favorite Website Awards (FWA) in September 2008, an event sponsored by Adobe-by Voters from all over the world. "It was Sally's fans in Indonesia is still small," added Marcus. Content of this website, continued Marcus, will still be developed, for example through the addition of games.
Also important is the submission of the communication that takes the concept of integrated Sally-established through relationships with the media, or the empowerment of emerging social networks lately, and PR-ing. "Also because of the media, we are greatly helped by the social networking site that helps create a two-way communication," said Marcus.
Marcus said that this communication and then make Sour Sally became talk of the town-even at some outlets could happen queue. Someone with the user name "masasih" wrote the following impression in Seconds Forum: "There's a hell ga perhatiin now people are more hobby really willing to buy sour sally till very long queue at the malls like that? When in fact if that is the same kind of sour sally wrote together yogen fruz ato newzealand yoghurt. "Euphoria of Sour Sally has even been used by Sony Pictures International, which attract local partners to sponsor a Pink Panther movie launching in February 2008.
The decision to utilize the space in the virtual universe, is also motivated by habits of carefulness Sally see the target market of this yogurt processed products. "The target market we're happy to hang out to the cafe, very fashionable, and gadget conscious," said Marcus. Therefore, continued Marcus, promotional use sites like Facebook or Twitter to be more air-impact. "The core of his marketing communication strategy should be more creative, let alone we have no budget for advertising," added Marcus.
However, Marcus acknowledged that there is another element that must also strengthened the visibility. "At this stage of introduction, the existence and consistency is very important outlets," said Marcus. Therefore, until the age of more than a few months of this year's first guest Sally visited on May 15, 2008 at Senayan City, Sour Sally already has more than 10 stores in the mall-all.
Now, Sally is growing and developing media-some call Sour Sally as "phenomenal Rising Star". It is said that the secret is to treat a brand as a baby. "We must show the parent, by providing nutrition, rearing, and gives" playmates "right," said Marcus. Sally increasingly smiled broadly as his parents had chosen "friends" like X2 club, MRA Printed Media, Blitz Megaplex, and a fitness center in the assessment process to be collaborative partners. "The partnership is a cross between a member benefit, so we can at the same time grabbing those communities who like to watch, read until the clubbing," said Marcus who is also preparing a special event for the fans of this girl named Sally.
The most important element in brand building Sour Sally is the atmosphere at the outlet of a somewhat fresh and unique character. Strategies to create characters, icons, etc. I think is right, because Sally has been making Sour differentiation, and succeeded in forming personality brandnya through a little girl with brindle socks typical.
Meanwhile, the benefits in terms of visibility to the number of outlets everywhere are strengthening. Consumers like to be reminded and drawn by the presence of its outlets. Although I have not much noticed Sally activity, looking at the situation these outlets and the website also, I think the brand guidelines Sour Sally is fairly consistent, and its brand message can be captured quite clearly by the target market.
In addition, Sour Sally itself is a relatively new brand that still need to enter into an agreement with another brand to expand its penetration in the market. Some things to consider for a business like this is a momentary trend factor and the entry barrier is relatively small. Local Consumer known talkative and happy with new things.
Entry barrier means little other parties can also get into this business because of the general raw materials and do not have a significant secret recipe. Automatic level of competition will become increasingly hard as the other party started seeing a lot of play because of high consumer response. Through cooperation with another brand, of course, can arise for new programs on an ongoing basis (Iski - mix)
See also: sate, hanamasa
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