!

Branding(Inca(Kola(in(Indonesia(
(
!

Global&Branding&
Fall&Semester&2014&
Dr.&J&
Texas&Christian&University&

Karli&Jones,&Clara&Ladisic,&Maggie&Nevers,&Matthew&Warwick&

Table!of!Contents!
EXECUTIVE!SUMMARY!

3!

COMPANY,!CLIENT!AND!COMPETITIVE!SUMMARY!

4!

THE!4PS!

4!

BRANDING!IMPLICATIONS!

5!

DEMOGRAPHIC!FACTORS!

5!

ECONOMIC!FACTORS!

5!

GEOGRAPHIC!FACTORS!

6!

CULTURAL!FACTORS!

6!

BRANDING!IMPLICATIONS!

7!

CULTURE!AND!COMMUNICATION!

8!

HOFSTEDE!MODEL!CHART!OF!INDONESIA!

9!

STRATEGIC!COMMUNICATION!OBJECTIVES!

10!

SWOT!ANALYSIS!

10!

COMPETITION!

11!

COMPETITIVE!LANDSCAPE!AND!CONSUMER!BEHAVIOR!
CONSUMER!BEHAVIOR!FLOWCHART!
!
TARGET!AUDIENCE!

12!
12!

PRODUCT!CONCEPT!

15!

COMMUNICATIONS!MEDIA!

16!

MEDIA!FLOWCHART!

17!

ADVERTISING!EXECUTION!

18!

SUMMARY!

20!

WORKS!CITED!

21!

13!

!
2

Execu&ve(Summary(

This%report%was%created%to%research%major%adver2sing%factors%and%to%create%a%marke2ng%plan%to%
launch%Inca%Kola%into%Indonesias%so<%drink%market.%The%research%draws%a>en2on%to%the%fact%that%
Inca%Kola%is%not%currently%established%in%any%Asian%so<%drink%business.%%
Inca%Kola%is%a%sweet%so<%drink%with%na2ve%roots%in%Peru%and%has%been%its%premiere%drink%for%
nearly%80%years.%In%1999,%the%CocaICola%Company%bought%out%half%of%the%Inca%Kola%corpora2on%so%
that%CocaICola%would%use%its%marke2ng%power%throughout%the%world%to%push%Inca%Kola%in%other%
countries.%
We%have%iden2ed%our%target%audience%as%young%working%class%individuals%ages%25%%34%with%li>le%
educa2on.%%More%specically,%our%target%market%lives%in%an%urban%area%and%they%highly%value%
belonging%in%a%group%and%convenience%when%shopping%for%everyday%products.%%Indonesia%is%50.7%%
urbanized,%meaning%that%half%of%the%country%s2ll%lives%in%rural%areas.%However,%the%rate%of%
urbaniza2on%is%2.45%,%which%means%that%large%groups%of%people%are%moving%to%urbanized%areas.%
Because%the%urbaniza2on%rate%is%s2ll%a%large%factor%in%producing%global%campaigns,%we%chose%the%
urbanized%areas%to%target%in%our%adver2sements.%They%are%also%regular%users%of%exis2ng%
carbonated%beverages.%%
The%culture%and%lifestyle%of%Indonesia%is%very%diverse%because%there%are%over%300%ethnic%groups%
that%make%up%the%popula2on.%Each%group%brings%elements%of%their%own%dis2nct%cultures%to%make%
up%one%larger%culture.%%In%addi2on,%each%island%has%another%dis2nct%culture.%
Inca%Kolas%three%main%compe2tors%in%Indonesia%would%be%the%CocaICola%Company,%Danone%and%
Teh%Botol.%%These%three%companies%are%already%established%and%respected%in%Indonesia.%%
%%
Our%strategic%communica2on%objec2ve%is%to%increase%awareness%by%75%%for%our%carbonated%
beverage%product%among%young%working%class%individuals%ages%25I34%in%urban%areas%and%who%
highly%value%belonging%in%a%group%and%convenience%when%shopping%for%everyday%products%and%
who%are%regular%users%of%carbonated%beverages.%%
From%our%research%we%learned%that%Indonesians%are%very%proud%of%their%heritage%and%are%very%
hard%workers.%%With%the%backbone%of%the%already%established%Coca%Cola%Company,%Inca%Kola%has%
an%edge%as%a%new%so<%drink%in%Indonesia.%%Because%of%these%factors,%we%created%two%
adver2sements%that%reach%our%target%market,%the%young%working%class,%in%unconven2onal%ways.%%
Inca%Kola%will%implement%one%outdoor%adver2sement%and%one%experien2al%marke2ng%event,%
which%will%be%supplemented%by%social%media.%These%execu2onal%ideas%will%help%to%promote%Inca%
Kola%among%our%target%market%and%will%connect%them%on%a%deeper%level%with%the%brand.%The%
following%plan%outlines%how%Inca%Kola%will%successfully%penetrate%the%so<%drink%market%in%
Indonesia.%%%

Founded%in%1935,%Inca%Kola%has%been%the%premiere%so<%rink%in%Peru%for%nearly%80%years.%To%market%the%
product%during%its%upstart,%it%used%the%slogan%There%is%only%one%Kola%and%its%like%no%other.%Soon%a<er%
Inca%Kolas%beginning%it%became%the%leading%soda%in%Perus%capital,%Lima.%This%in%large%part%due%to%
innova2ons%the%company%made%in%the%mid%1940s%including%increased%bo>ling%volume,%posi2oning%the%
drink%through%na2onalism,%and%showing%pride%in%Peruvian%culture.%A%decade%later,%Inca%Kolas%popularity%
took%o%around%the%country,%reaching%a%market%penetra2on%level%of%38%%by%the%seven2es.%A<er%this%
surge,%Inca%Kola%established%itself%as%Perus%Drink,%which%was%incorporated%into%every%one%of%their%
adver2sements%through%the%seven2es%and%early%eigh2es.%As%Inca%Kola%grew%in%Peru,%soda%giants%Pepsi%and%
CocaICola%could%not%upend%Inca%Kolas%reign%as%the%premier%soda%in%the%eigh2es.%In%1997,%CocaICola%
began%discussing%with%the%Lindley%Corpora2on%to%buy%Inca%Kola%out.%(Ie.edu)%By%1999,%the%Lindley%
corpora2on%and%CocaICola%made%a%deal%where%CocaICola%bought%half%of%the%Inca%Kola%corpora2on%and%
nearly%a%third%of%the%Lindley%Corpora2on%for%$300%million,%forming%a%jointIventure%agreement%amongst%
the%two%with%the%idea%that%CocaICola%would%use%its%marke2ng%power%throughout%the%world%to%push%Inca%
Kola%in%other%countries.%Today,%Inca%Kola%con2nues%to%dominate%the%so<%drink%market%in%Peru%with%a%31%%
market%share.%%(Journal%Peru)%(

Demographic(Factors(

Popula'on)and)Spending)Power)

According%to%worldfactbook.com,%Indonesia%currently%has%a%popula2on%size%of%253,609,642%people,%with%
53%%of%the%popula2on%in%ci2es%producing%74%%of%the%GDP.%%This%is%a%substan2al%size%for%marke2ng%
poten2al.%The%growth%rate%is%.95%,%which%means%that%the%country%is%not%growing%at%an%extremely%fast%
rate,%indica2ng%that%the%country%is%prosperous%enough%to%grow%at%a%steady%rate.%%

Gender)

There%is%one%male%for%every%female,%and%gender%ra2os%remain%rela2vely%consistent%throughout%dierent%
age%spans.%%Though%the%gender%propor2ons%remain%similar,%the%ethnic%groupings%do%not.%There%are%many%
dierent%ethnic%groups%in%Indonesia,%and%a%few%of%them%are%depicted.%In%terms%of%religion,%Indonesia%is%
primarily%Muslim,%with%Chris2anity,%Roman%Catholicism,%and%Hindu%as%the%next%most%popular%religions.%%

Languages)

In%terms%of%languages,%there%are%over%650%languages%spoken%in%Indonesia%(cia.gov/worldIfactIbook).%The%
most%popular%languages%spoken%are%Bahasa%Indonesia,%English,%and%Dutch.%Religion%is%prominent%in%
Indonesia,%and%can%be%depicted%by%the%graphic.%

Economic(Factors(

GDP)and)Urbaniza'on)

Indonesia%has%a%GDP%per%capita%of%only%$5,200,%which%is%
rela2vely%low%compared%to%other%countries%whose%
spending%power%is%in%the%tens%of%thousands.%Indonesia%is%
50.7%%urbanized,%meaning%that%half%of%the%country%s2ll%
lives%in%rural%areas.%Though%the%rate%of%urbaniza2on%is%
2.45%,%meaning%that%more%and%more%people%are%moving%
to%urbanized%areas,%this%is%s2ll%a%large%factor%in%producing%
a%global%campaign.%%

Impor'ng)and)Expor'ng)

Indonesia%is%an%industrial%economy,%producing%many%
goods%to%export%to%foreign%countries.%Indonesias%main%
impor2ng%partners%are%China%and%Singapore%(cia.gov).%
Indonesia%imports%many%products%from%other%countries,%
but%its%main%imports%are%machinery%and%equipment,%
chemicals,%fuel,%and%foodstus%(cia.gov),%which%are%
pictured.%Indonesias%main%export%partners%are%Japan%and%
China%(cia.gov).%Its%major%expor2ng%goods%are%oil%and%
gas,%electrical%appliances,%plywood,%tex2les,%and%rubber%
(cia.gov).%These%are%pictured%to%the%right:%

Geographic(Factors(
Climate)

Indonesia%has%a%tropical%climate%with%a%high%
humidity%of%70%to%90%percent%and%
temperatures%ranging%from%23I28%degrees%
Celsius.%Another%main%variable%of%Indonesias%
climate%is%rainfall,%which%is%usually%linked%with%
the%monsoons%the%country%experiences%
seasonally.%Generally%speaking,%there%is%a%dry%
season%(June%to%September),%and%a%rainy%
season%(December%to%March).%The%western%
and%northern%parts%of%Indonesia%are%the%most%
heavily%aected%by%the%precipita2on.%%

Storms)

During%the%months%of%September%and%December,%typhoons%can%hit%the%Islands%of%the%Indonesia%and%can%
cause%rainstorms%and%heavy%winds.%However,%not%every%Typhoon%that%hits%Indonesia%is%a%strong%one,%and%
in%some%years%only%a%few%Typhoons%occur%during%the%tropical%storm%season.%%

Topography)

The%topography%of%Indonesia%varies%but%mainly%consists%of%coastal%lowlands.%Some%of%Indonesias%larger%
islands%have%large%interior%mountains,%many%of%which%are%volcanic.%Java%for%example%has%50%ac2ve%
volcanoes.%Natural%disasters%such%as%earthquakes%are%also%common%in%Indonesia%because%of%the%country's%
loca2on%between%two%con2nental%shelves.%%

Cultural(Factors(

%
The%culture%in%Indonesia%is%very%diverse%
since%there%are%over%300%dierent%ethnic%groups%
that%make%up%the%popula2on%and%each%group%
brings%elements%of%their%own%dis2nct%cultures%to%
make%up%one%larger%Indonesia%culture.%Some%main%
factors%that%make%up%the%Indonesian%culture%are%
food,%sports,%and%dance.%These%three%factors%are%
dis2nc2ve%to%the%culture%of%Indonesia%and%bring%
people%together%despite%one's%ethnic%dierences.%%
The%two%most%popular%sports%are%badminton%and%
football.%Indonesians%are%highly%successful%in%
badminton%and%have%won%gold%medals%at%the%past%few%championship%events.%Food%is%also%extremely%
popular,%and%the%main%food%dish%is%rice%with%a%side%of%meat%and%vegetables.%%All%of%the%islands%in%Indonesia%
also%have%their%own%unique%dances%that%are%expressive%and%tell%a%story%of%their%people.%%%
%
Another%important%aspect%of%Indonesias%culture%is%its%na2ve%rep2le,%the%Komodo%Dragon.%The%
Indonesians%have%dedicated%a%na2onal%park%to%the%rep2le%to%save%it%from%ex2nc2on.%Tourists%and%locals%
alike%visit%the%park%to%observe%the%Komodo%Dragon%up%close%and%honor%a%member%of%their%wildlife%
community.%
%
The%most%commonly%used%media%by%adver2sers%or%consumers%in%Indonesia%is%most%likely%Internet%
and%broadcast%media.%%There%is%widespread%use%of%satellite%and%cable%TV%systems%in%Indonesia%with%over%
100%local%TV%sta2ons%and%about%a%dozen%na2onal%TV%networks.%Other%sources%of%media%in%the%country%
include%more%than%700%radio%sta2ons,%20%million%Internet%users%and%281.96%million%people%with%mobile%
phones(CIA%World%Factbook%2012).%

Branding(Implica.ons(

Food)preferences)

Indonesian%cuisine%is%as%diverse%as%the%cultures%of%
the%many%people%that%inhabit%its%country%and%
reects%the%inuences%of%its%Asian%neighbors,%
Malaysia%and%China.%According%to%the%online%
database,%Global%Road%Warrior,%a%typical%
Indonesian%meal%consists%of%many%small%dishes%
like%fried%rice,%barbecued%meat%with%peanut%
sauce,%meat%cooked%in%coconut%milk,%spicy%
condiments%and%fried%noodles.%(Na2onal%
Cuisine%n.d.).There%are%many%regional%varia2ons%
of%these%dishes%as%well.%Indonesia%is%also%known%
as%the%Spice%Islands%and%the%cuisine%is%enhanced%with%spices%that%are%grown%
on%the%islands%such%as%cinnamon,%cloves,%mace,%nutmeg,%and%allspice.%Tropical%
fruits%such%as%bananas,%coconuts,%pineapples%and%papaya%are%also%abundant%in%
Indonesia%and%are%used%o<en%in%desserts%and%salads.%Overall,%the%por2on%sizes%
are%small%and%the%food%is%rich%in%avor,%texture%and%color.(

Business)Culture%

Indonesians%value%honor,%respect%and%conformity.%Building%rela2onships%is%integral%to%conduc2ng%business%
in%Indonesia,%and%foreign%companies%should%take%2me%to%develop%strong%2es.%Indonesian%people%are%also%
careful%about%how%they%interact%and%speak,%and%o<en%communicate%indirectly.%Another%aspect%of%
business%culture%is%that%Indonesian%men%and%women%do%not%touch%in%public%for%religious%reasons.%Visi2ng%
women%should%not%oer%a%handshake%to%Indonesian%men,%but%if%the%man%extends%his%hand,%always%be%
sure%to%shake%it.%Similarly,%visi2ng%men%should%not%oer%a%handshake%to%Indonesian%women,%but%if%she%
ini2ates,%reciprocate.%Business%cards%are%also%an%important%aspect%of%business%culture%in%Indonesia%and%
are%normally%exchanged%as%people%are%being%introduced%(Zay%2011).%

Sports)

Indonesians%view%sports%as%an%integral%part%of%daily%life%not%just%for%
physical%tness,%but%recrea2onal%enjoyment%as%well.%Popular%tradi2onal%
sports%in%Indonesia%include%bull%racing%(karapan%sapi),%bullghts,%boat%
racing,%and%kite%ying,%all%of%which%are%usually%held%as%part%of%social%and%
cultural%fes2vals.%The%most%popular%modern%sports%played%in%Indonesia%
include%soccer,%table%tennis,%and%badminton%and%are%played%by%young%
and%old%alike.%The%most%popular%spectator%sports%in%the%country%are%
badminton%and%soccer.%

Lifestyle)

Indonesia%is%mainly%a%patriarchal%society,%where%women%are%expected%to%
play%tradi2onal%subordinate%roles%such%as%daughters,%wives%and%mothers.%For%this%reason,%women%face%
gender%discrimina2on%in%educa2on%and%employment%on%a%regular%basis.%Although%gender%inequality%is%
s2ll%signicant,%2mes%are%changing%and%women%have%made%major%strides%towards%progress%in%educa2on,%
poli2cs%and%the%workforce.%Another%important%aspect%of%Indonesian%culture%is%religion.%Most%ethnic%
Indonesians%are%Muslim%and%the%other%signicant%segment%of%the%popula2on%is%Hindu.%For%religious%
reasons,%there%is%no%physical%contact%between%men%and%women%in%public.%Contact%between%members%of%
the%same%sex,%however,%is%permi>ed.%

Communica'on)

Most%consumers%in%the%country%access%informa2on%through%the%Internet%and%broadcast%media.%According%
to%the%CIA%World%Factbook,%there%are%37.983%million%main%line%telephones%and%281.96%million%cellular%
phones%in%use%in%Indonesia%(2012).%There%is%a%mixture%of%a%dozen%na2onal%TV%networks,%with%two%public%
broadcasters%and%the%remainder%private%broadcasters.%There%is%also%more%than%100%local%TV%sta2ons%and%
widespread%use%of%satellite%and%cable%TV%systems.%The%public%radio%broadcaster%also%operates%six%na2onal%
networks%as%well%as%regional%sta2ons,%with%more%than%700%radio%sta2ons%(CIA%World%Factbook%2008).%
There%are%approximately%20%million%Internet%users,%which%ranks%Indonesia%as%number%22nd%in%comparison%
to%the%rest%of%the%world%for%Internet%users%(CIA%World%Factbook%2009).%

Regula'ons)

In%Indonesia%certain%products%and%services%are%banned%from%adver2sing%such%as%gambling,%sexual%
services,%Category%C%liquor%(liquor%with%high%alcohol%content),%rearms,%weapons%and%ammuni2on.%There%
are%also%regula2ons%regarding%commercial%adver2sing%to%children%as%well%as%print,%broadcast%and%
electronic%media%channels%that%deliver%adver2sing%messages%(Leks%2012).%

Hofstede(Model(Chart(of(Indonesia(
Through%observing%the%Hofstede%model%chart,%Indonesia%is%a%very%collec2vis2c%culture,%with%a%high%power%
distance%index,%moderate%masculinity,%moderate%uncertainty%avoidance,%above%average%pragma2sm,%and%
low%indulgence.%The%collec2vis2c%culture%represents%the%idea%of%Indonesians%doing%things%together%in%
society.%The%high%power%distance%index%illustrates%that%there%is%a%fairly%wide%distance%between%the%rich%
and%the%poor,%while%the%low%indulgence%explains%Indonesian%ci2zens%views%on%buying%luxury%items.%
Finally,%the%moderate%masculinity%explains%the%equal%roles%women%and%men%have%in%Indonesia.%
(

Our%strategic%communica2on%objec2ve%is%to%increase%awareness%by%75%%for%our%carbonated%beverage%
product%among%young%working%class%individuals%ages%25I34%in%urban%areas%and%who%highly%value%
belonging%in%a%group%and%convenience%when%shopping%for%everyday%products%and%who%are%regular%
users%of%carbonated%beverages.%The%key%message%in%our%branding%campaign%will%be%focused%on%
increasing%knowledge%that%the%brand%can%be%enjoyed%in%a%social%sepng%and%is%an%easy%purchase.%This%
sales%objec2ve%will%be%achieved%by%the%end%of%a%1%year%period.(

Strengths

Weaknesses

Long history of being premier soft drink in Peru for

nearly 80 years
Good brand positioning strategy in Peru and can
utilize cultural pride
Large brand campaigns that emphasize and
encourage creativity have been wildly successful
Partially owned by the Coca Cola Company, giving
Inca Kola more credibility

Lack of presence in the Asian market

Limited distribution due to geographic barriers
(islands)
Too much focus on Peru as country of origin

Opportunities

Threats

Entering the Asian market, with Indonesia being the

largest in Asia
Three main aspects of Indonesian culture are food,
sports and traditional dances, which give Inca Kola
an opportunity to advertise in these sectors
Due to the tropical climate in Indonesia, Inca Kola
can market their product as refreshing beverage
alternative
Reduce import expenses by utilizing labor costs in
Indonesia

People of Indonesia have a low spending power

Indonesia has a long history of political and
economic instability
Indonesia is only 50% urbanized
Existing large soft drink competitors in the beverage
industry
Due to the many islands that make up Indonesia,
product distribution will be difficult

10

The%three%main%compe2tors%of%Inca%Kola%in%Indonesia%are%the%CocaICola%Company,%Danone%and%Teh%Botol.%
The%following%chart%outlines%the%dierences%between%the%three%companies.%

Product

CocaICola%(Diet,%Zero,%Light),%Sprite,%
Ciel,%Powerade%(Zero),%Fuze,%Fanta,%
Dasani,%Minute%Maid,%Simply%
(Orange,%Lemonade,%Apple),%Fresca,%
Valle,%Vitaminwater,%Honest%Tea,%Nos,%
and%Odwalla

Fresh%Dairy%products,%waters,%early%
life%nutri2on,%medical%nutri2on,%
Fruity,%zzy%soda

A%sweet%jasmine%tea%that%
Teh%Botol%means%bo>led%
tea%in%Indonesian

Prole

The%Coca%Cola%Company%sells%its%
products%in%over%200%countries.%%The%
Coca%Cola%Company%has%an%$8.63%
Billion%net%income.%%The%Pacic%
(Indonesia%included)%brings%in%
approximately%21%%of%revenue

Indonesia%is%5th%in%country%
rankings%for%contribu2ons%to%
Danone%2013%sales.%Due%to%a%
partnership%with%Aqua,%the%brand%
became%the%largest%producer%of%
bo>led%mineral%water%in%Indonesia.

The%Sosro%Group%(Teh%
Botols%parent%company)%
represented%71.6%%or%354%
million%liters%of%the%
country's%produc2on%of%tea.

Packaging

Primarily%sold%in%cans%or%bo>les.%
Packaging%is%85%%recycled%and%is%50%%
lighter%in%2014%than%before.%Created%
the%PlantBo>le,%bo>les%made%from%
30%%plantIbased%products

Soda%sold%in%a%can

Primarily%served%chilled%in%a%
bo>le

Price

Coca%Cola%products%are%most%
expensive%in%Florida,%USA%at%$4.23%
USD%for%one%can%and%least%expensive%
in%China%at%$0.26%USD%for%one%can

Danone%Aqua%aims%to%
compe22vely%price%fruit%soda%in%
Indonesia%selling%for%about%88%
cents%per%can

The%drink%is%sold%at%a%price%
of%$4.99%per%bo>le%which%is%
far%more%than%its%other%
compe2tors.

Where%to%
Buy

CocaICola%is%available%worldwide%
through%extensive%distribu2on

The%soda%is%primarily%sold%in%
Indonesian%supermarkets

Teh%Botol%is%usually%on%sale%
in%supermarkets%and%mini%
markets

Promo2on

CocaICola%in%Indonesia%promotes%
itself%as%the%cool%so<%drink%brand%
everyone%can%enjoy.

Promoted%heavily%through%public%
rela2on%campaigns%about%the%
refreshing%soda.

Tea%is%as%important%to%water%
for%Indonesians,%so%it%is%
promoted%as%a%lifestyle%
drink.

If%brand%posi2oning%includes%playing%up%the%country%of%origin,%possible%compe2tors%from%other%categories%
may%include%coee%companies%or%alcohol%brands,%especially%brandy%such%as%Pisco.%%Peru%is%famous%for%
both%of%these%drinks%so%customers%may%associate%Inca%Kola%with%them%when%considering%whether%to%
purchase.%%%

11

Inca%Kolas%product%type%lands%in%the%so<%drink%industry.%While%there%are%many%dierent%so<%drinks%
around%the%world,%the%top%three%so<%drink%compe2tors%Inca%Kola%will%be%
compe2ng%against%in%Indonesia%are%CocaICola,%Danone,%and%Teh%Botol.%%%

Where)is)it)sold?)

While%the%marke2ng%mix%of%CocaICola%constantly%changes,%its%product%is%sold%
in%200%countries%in%many%dierent%types%(Diet,%fruit%drinks,%energy%drinks,%
etc.)%CocaICola%is%primarily%sold%in%cans%or%bo>les,%and%has%a%dark%brown%
color.%CocaICola%is%also%priced%according%to%the%par2cular%market%and%
geographic%segment.%CocaICola%is%available%worldwide%through%extensive%
distribu2on.%

How)is)it)promoted?)

Lastly,%CocaICola%in%Indonesia%promotes%itself%as%the%cool%so<%drink%brand%
everyone%can%enjoy.%Danones%marke2ng%mix%begins%with%the%product,%which%
is%a%fruity,%zzy%soda%sold%in%a%can.%In%terms%of%price,%Danone%Aqua%tries%to%
have%compe22vely%priced%fruit%soda%in%Indonesia%selling%for%around%88%cents%
per%can.%The%soda%is%primarily%sold%in%Indonesian%supermarkets%and%is%promoted%heavily%through%public%
rela2on%campaigns%about%the%refreshing%soda.%Teh%Botol%which%means,%bo>led%tea%in%Indonesian,%is%a%
sweet%jasmine%tea%primarily%served%chilled%in%a%bo>le.%The%drink%is%sold%at%a%price%of%$4.99%per%bo>le%
which%is%far%more%than%its%other%compe2tors.%Teh%Botol%is%usually%found%to%be%on%sale%in%supermarkets%
and%mini%markets%throughout%Indonesia%and%promotes%itself,%as%a%drink%everyone%can%enjoy,%is%refreshing,%
and%can%bring%everyone%together.%%

Consumer(Behavior(Flowchart(
%

%In%terms%of%consumer%behavior,%consumers%are%likely%to%purchase%soda%because%they%are%thirsty.%%
However,%consumers%are%likely%to%purchase%a%certain%soda%drink%or%brand%because%of%the%brands%style%or%
an%individuals%passion%for%the%drink.%%Indonesias%popula2on%is%young,%growing,%and%rapidly%urbanizing,%
making%it%one%of%the%quickest%growing%consumer%markets%in%the%world%and%an%a>rac2ve%market%to%enter.%%

12

Who%are%they?(
We%have%iden2ed%our%target%audience%as%young%working%class%individuals%ages%25%%34%with%li>le%
educa2on.%%More%specically,%our%target%market%lives%in%an%urban%area%and%they%highly%value%belonging%in%
a%group%and%convenience%when%shopping%for%everyday%products.%%They%are%also%regular%users%of%exis2ng%
carbonated%beverages.%%

Why)are)they)our)target?)

The%primary%audience%was%selected%because%of%the%following%reasons.%%First,%Age%is%the%most%important%
demographic%when%it%comes%to%target%markets;%moreover,%we%chose%Indonesian%ci2zens%aged%25%%34%as%
our%target%market%because%they%make%up%the%largest%por2on%of%the%country.%The%gender%propor2ons%in%
Indonesia%are%one%male%for%every%female,%making%our%target%market%unable%to%be%gender%specic.%

What)are)their)social)classes?)

The%social%classes%in%Indonesia%are%not%very%dis2nc2ve;%however,%the%one%group%of%consumers%in%
Indonesia%that%is%easily%iden2able%is%the%working%class%because%it%is%growing%at%such%a%rapid%rate.%%For%
that%reason,%they%are%a%desirable%market%for%a%new%product.%

Are)they)educated?)

Since%our%target%market%is%the%working%class,%o<en2mes%they%are%not%as%educated%as%other%classes.%%Only%
a%third%of%Indonesian%students%nish%basic%schooling;%therefore,%it%is%unlikely%that%those%in%the%working%
class%are%a%part%of%this%segment.%%%Many%Indonesian%universi2es%have%become%private%and%very%expensive.%

What)are)their)values?)

Indonesians%highly%value%convenience%because%they%spend%a%large%amount%of%2me%at%work%during%the%day%
or%on%the%commute%to%and%from%work.%%Because%of%this,%they%have%less%2me%to%make%a%meal%at%home%but%
instead%consumers%demand%quick%foodservice.%%Due%to%the%recent%economic%downturn,%many%consumers%
are%forced%to%work%even%longer%hours.%Indonesian%consumers%o<en%purchase%prepackaged%foods%that%are%
easily%made.%%We%can%infer%that%our%target%market%is%business%men%and%women%because%they%commonly%
live%in%urban%areas%and%are%pressed%for%2me%because%of%long%hours.%

What)do)they)need?)

For%this%primary%target%audience,%the%product%will%fulll%the%social%and%esteem%needs%within%Maslows%
Hierarchy%of%Needs.%%Because%Indonesians%value%belonging%to%a%group,%they%are%very%social%beings%with%
their%friends%and%family.%%They%desire%friendship,%in2macy,%aec2on%and%love%from%loved%ones.%%We%expect%
our%target%market%to%use%our%product%in%social%gatherings%%dinners%and%ou2ngs%of%all%types.%%Our%target%
market%will%use%Inca%Kola%to%a>ract%friends%and%family%to%desire%his%or%her%aec2on.%%In%addi2on,%they%
value%the%sa2sfac2on%that%esteem%can%bring;%furthermore,%they%desire%achievement,%mastery,%status%and%
respect%from%others.%%Their%status%cannot%be%reached%un2l%they%sa2sfy%their%social%need%so%Inca%Kola%must%
focus%on%fullling%the%people%of%Indonesias%social%needs%rst.%%We%expect%our%target%market%to%reach%
pres2ge%by%u2lizing%our%product%in%social%sepngs.%%

13

FCB(Model(

According%to%the%FCB%planning%model,%Indonesias%product%involvement%level%and%consumer%aptude%is%
doIfeelIlearn.%%This%means%that%Indonesia%focuses%on%selfIsa2sfac2on%when%choosing%a%product.%%
Adver2sing%must%grab%a>en2on%in%Indonesia,%or%it%will%not%be%eec2ve.%%
We%expect%the%primary%target%audience%to%purchase%Inca%Kola%on%a%weekly%basis,%if%not%daily.%%We%expect%
Inca%Kola%to%become%his%or%her%goIto%drink%when%with%friends%or%family,%whether%it%be%at%a%social%
gathering%or%at%an%immediate%family%dinner.%%Our%primary%target%market%will%most%likely%buy%the%product%
at%a%convenience%store%because%Indonesia%has%a%limited%distribu2on%of%products.%%%

A(Day(in(the(Life(

Amal%is%a%recent%college%graduate%who%works%as%a%
recep2onist%at%the%Grand%Hya>%hotel%%in%Jakarta.%
Amal%%is%23%years%old%%and%comes%from%an%Islamic%
middleIclass%family.%Amal%is%an%only%child%and%his%
father%is%a%sherman%and%his%mother%works%as%a%
school%teacher.%%Amal%lives%in%a%small%apartment%
outside%of%the%city.%Since%he%commutes%everyday%to%
work%by%bus,%he%has%to%wake%up%every%morning%at%7%
am%and%give%himself%plenty%of%2me%to%get%to%work%by%
8%am.%On%the%weekends%Amal%and%his%friends%enjoy%
buying%so<%drinks%%at%the%food%court%and%walking%
around%%%Plaza%Indonesia,%Jakartas%largest%shopping%
mall.%Because%Amal%spends%most%of%his%2me%at%work%
or%commu2ng%to%work,%he%appreciates%the%small%
things%in%life%that%help%him%forget%about%the%hustle%
and%bustle%of%the%city%such%as%a%refreshing%so<%drink.%

14

What)is)Inca)Kola?!

Inca%Kola%is%an%everyday%product,%which%can%be%purchased%and%enjoyed%at%
any%2me%of%the%day.%Whether%the%consumer%is%ea2ng%lunch,%going%for%a%long%
drive,%or%enjoying%a%hot%day%in%the%sun,%Inca%Kola%is%a%thirstIquenching%
beverage%sure%to%sa2sfy%anyones%taste%buds.%

Carbonated)Beverages))

According%to%the%Interna2onal%Markets%Bureau,%carbonated%beverages%have%
not%been%a%popular%choice%amongst%Indonesians%in%previous%years%(2011).%
Indonesians,%however,%do%like%fruity%tastes%in%their%drinks%and%enjoy%the%
taste%of%sweets%(Interna2onal%Markets%Bureau,%2011).%There%are%three%main%
so<%drink%companies%in%Indonesia,%Coca%Cola,%Danone%Aqua,%and%Sinar%
Sosro%(EuroMonitor,%2014).%%

How)will)we)make)Inca)Kola)dierent)in)Indonesia?)

One%of%the%main%dieren2ators%between%Inca%Kola%and%these%companies%
will%be%their%pricing%points.%Inca%Kola%will%be%oered%at%substan2ally%lower%
prices%in%this%country,%due%to%the%diminishing%purchasing%power%of%individuals%
during%the%recession%due%to%a%spike%in%oil%prices%(EuromMonitor,%2014).%The%product%will%s2ll%be%a%social%
item,%encouraging%consumers%to%drink%in%the%company%of%others,%due%to%the%collec2vis2c%nature%of%
Indonesia.%The%taste%of%Inca%Kola%also%sets%it%apart%from%its%compe2tors,%as%it%has%an%extremely%sweet,%
bubblegumIlike%avor.%The%taste%of%the%product%will%further%contribute%to%its%product%dieren2a2on,%
allowing%it%to%be%seen%not%only%as%a%thirstIquenching%beverage,%but%also%as%a%special%treat%for%consumers%
to%enjoy.%%

How)will)marke'ng)Inca)Kola)be)dierent)in)Indonesia?)

The%packaging%of%inca%Kola%is%accepted%throughout%Indonesian%culture,%and%the%glass%bo>les%similar%to%
Coca%Cola%are%widely%popular%and%accepted.%Indonesians%highly%value%convenience,%and%live%extremely%
busy%lifestyles%(Interna2onal%Markets%Bureau,%2011).%This%product%will%need%to%be%used%not%as%a%leisurely%
enjoyment%item,%but%as%an%onItheIgo%beverage%that%can%be%enjoyed%in%any%sepng.%Since%restaurantIgoing%
is%typically%rare%for%Indonesians,%Inca%Kola%will%need%to%be%oered%in%the%various%kiosks%and%mini%eateries%
called%warungs%in%Indonesia%(Interna2onal%Markets%Bureau,%2011).%Another%element%when%considering%
place%is%that%Indonesian%consumers%are%more%likely%to%purchase%products%from%mom%and%pop%stores%
called%pasars,%smaller%kiosks,%and%malls%(Mckinsey,%2013).%Pricing%will%also%be%aected%in%the%global%
branding%of%this%so<%drink%because%of%the%recent%recession%that%began%in%2013.%

How)will)we)appeal)to)these)consumers?)

The%consumers%of%Indonesia%need%to%be%targeted%in%specic%ways%in%order%to%eec2vely%communicate%
Inca%Kolas%message.%Indonesians%are%a%collec2vis2c%society%according%to%class%lectures,%and%are%highly%
concerned%with%saving%face%and%belonging%to%a%group.%Using%the%collec2vis2c%appeals,%global%brands%
should%s2ck%to%their%own%specic%appeals%and%not%try%to%use%IndonesianIspecic%appeals%in%their%
adver2sing.%In%these%cultures,%your%friend%group%is%your%iden2ty%(Global%Marke2ng%and%Adver2sing,%
2010).%Inca%Kola%will%appeal%to%the%consumers%of%Indonesia%by%illustra2ng%that%enjoying%the%beverage%is%an%
ac2vity%for%groups%to%do,%and%that%if%you%drink%the%beverage%you%will%earn%a%feeling%of%belonging.%%
Indonesia%is%also%high%uncertainty%avoidance%according%to%Global%Marke2ng%and%Adver2sing,%which%not%
only%means%that%they%need%more%explana2ons%and%structure,%but%also%that%they%have%a%high%respect%for%
technology%and%design%(2010).%Taking%this%into%account,%Inca%Kola%will%need%to%develop%strategies%that%not%
only%implement%awless%design,%but%also%are%presented%in%cool%innova2ve%technological%fashions,%while%
s2ll%being%accessible%and%aordable%for%the%consumer.%

What)is)our)brand)posi'oning)statement?)

15

Inca%Kola%is%a%brand%of%carbonated%beverages%that%is%targe2ng%young,%workingIclass%consumers%that%
provides%convenient%refreshment%and%group%belonging%because%of%its%unique%taste%and%branding.%The%
brand%personality%is%trustworthy%and%fun.%

)
How)do)Indonesians)use)media?)

When%it%comes%to%communica2ons%media,%there%are%a%number%of%dierent%types%of%media%we%plan%to%use%
to%promote%Inca%Kola%in%Indonesia.%

Tradi'onal)media)

Tradi2onal%media%play%an%important%role%in%leisure%ac2vi2es%since%Indonesians%tent%to%watch%more%
television%than%other%countries%and%leave%it%on%all%day.%Mobile%adver2sing%is%important%as%well%and%can%be%
used%in%Indonesia%by%ci2zens.%Indonesians%are%well%known%for%using%their%phones%to%network%and%talk%to%
friends%and%family%about%products%or%things%they%do%or%do%not%enjoy.%Many%people%within%our%target%
audience%in%Indonesia%also%watch%videos%and%search%for%items%on%Internet%search%engines%on%mobile%
devices.%Indonesia%is%a%collec2vis2c%culture,%and%while%collec2vis2c%cultures%typically%go%to%discussion%
forums%to%search%for%informa2on%about%a%place%or%products,%as%well%as%prefer%recommenda2ons%from%
peers%which%is%an%opportunity%given%via%mobile%adver2sing.%

NonOtradi'onal)media)

NonItradi2onal%media%in%Indonesia%is%very%popular%as%
well.%Car%billboards,%direct%marke2ng%and%transit%
adver2sing%are%all%very%prevalent%within%Indonesias%
largest%metropolitan%areas.%Since%the%city%of%Jakarta%has%
the%longest%bus%rapid%transit%system%in%the%world,%
TransJakarta,%and%a%new%monorail%system,%Jakarta%MRT,%
which%will%be%opening%for%use%in%early%2018,%transit%
adver2sing%will%con2nue%to%play%a%huge%and%larger%role%
for%promo2ng%items%in%Indonesias%largest%city.%The%Inca%
Kola%campaign%we%are%pupng%together%would%use%transit%
adver2sing%in%TransJakarta%throughout%the%city.%Reason%
being%is%because%over%360,000%people%use%TransJakarta%
per%day%and%primarily%younger%adults%who%are%the%target%
audience.%(nyc.gov)%The%360,000%people%who%use%the%bus%
system%per%day%is%a%growing%number%with%new%corridors%opening%up%every%year.%Another%nonItradi2onal%
media%tac2c%we%plan%to%use%is%an%experien2al%event%at%a%mall%in%Indonesia.%With%70%million%members%in%
the%urban%consuming%class%and%less%than%10%percent%of%those%actually%shopping%online,%many%Indonesians%
living%in%urban%areas%con2nue%to%shop%at%large%malls%in%Indonesias%largest%ci2es.%(Mckinsey%Marke2ng%
and%Sales).%Because%Inca%Kola%is%a%new%brand%in%Indonesia,%the%primary%concern%needs%to%be%to%adver2se%
the%beverage%to%a%large%amount%of%consumers%and%receive%the%highest%brand%reach%possible,%yet%allow%it%
to%s2ck%out%in%peoples%minds%through%consumer%engagement%and%social%awareness.%We%believe%with%
these%nonItradi2onal%media%approaches%we%will%be%able%to%do%just%that.%

Budget)

As%for%alloca2ng%funds%within%our%budget,%%our%plan%calls%for%a%heavy%amount%of%our%budget%being%spent%
on%transit%adver2sing.%This%will%include%billboards%on%buses,%taxis,%and%other%types%of%public%
transporta2on.%%Another%thirty%percent%of%the%budget%will%be%spent%on%digital%adver2sing.%This%will%include%
adver2sing%via%social%media%sites%such%as%Facebook,%Twi>er,%Instagram,%and%others%due%to%the%popularity%
of%this%sites%in%Indonesia.%The%last%ten%percent%of%the%budget%will%be%spent%on%an%experien2al%event.%

16

Media(Flowchart(

Text

The%year%long%campaign%owchart%seen%in%(Insert%gure)%shows%that%our%plan%begins%in%
January%with%transit%adver2sements%on%buses,%at%bus%stops,%and%elsewhere%as%well%as%
introducing%Inca%Kola%via%social%media%sites%including%Facebook,%Twi>er,%Instagram,%and%
others%in%Indonesia.%From%February%un2l%March%we%will%con2nue%running%the%transit%ads%
and%social%media%ads%at%a%steady%rate.%In%the%month%of%April,%the%Inca%Kola%experien2al%
event%will%run%in%a%major%mall%in%Indonesia%and%con2nue%to%place%transit%ads%in%bus%
stops.%In%the%month%of%May,%the%adver2sing%campaign%will%slow%down%since%the%
expecta2on%calls%for%social%media%exposure%from%people%who%a>ended%the%event%at%the%
mall.%From%June%un2l%August,%our%plan%calls%to%add%more%social%media%ads%and%s2cking%
with%the%transit%ads.%While%in%September,%we%will%place%more%transit%ads%if%need%be.%
Finally,%in%the%last%three%months%of%the%campaign,%due%to%the%success%of%the%campaign,%
we%believe%we%can%rely%on%social%media%exposure%via%Indonesian%ci2zens%views%on%Inca%
Kola.%%

17

The)event)

For%the%rst%adver2sement,%an%experien2al%event%will%promote%the%brand%while%connec2ng%the%
consumers%with%the%product%on%a%deeper%level.%Inca%Kola%will%partner%with%Komodo%Na2onal%Park.%in%
order%to%promote%its%social%responsibility%and%save%the%Komodo%Dragon.%The%Komodo%Dragon%is%unique%to%
Indonesia,%and%many%people%frequent%the%Komodo%Na2onal%Park%to%view%the%endangered%species%
(unesco,org,%2002).%Specially%packaged%bo>les%will%be%created%displaying%a%rep2lian%skin%on%the%Inca%Kola%
label%to%2e%in%the%image%of%the%Komodo%Dragon.%This%event%will%be%held%at%Plaza%Indonesia%in%Jakarta,%
which%is%one%of%the%most%popular%shopping%centers%that%Indonesians%currently%frequent.%Indonesia%is%a%
collec2vist%culture,%and%enjoy%hanging%out%with%other%groups%in%public%places.%For%this%reason,%the%
experien2al%event%will%rely%on%the%target%markets%proclivity%to%gather%in%these%public%centers.%%

How)it)works)

The%event%will%display%a%large%Inca%Kola%bo>le%lled%with%the%drink.%There%will%be%signs%and%promo2onal%
material%explaining%that%the%more%Inca%Kola%you%drink,%the%more%Komodo%Dragons%will%be%saved.%When%
consumers%try%samples%from%brand%ambassadors%or%tweet%with%the%special%hashtag%#savethedragon,%
small%amounts%of%liquid%will%drain%out%from%the%large%bo>le.%When%the%bo>le%is%emp2ed,%Inca%Kola%will%
donate%a%certain%amount%of%money%to%the%Komodo%Na2onal%Park.%%This%event%will%take%place%on%a%Friday,%
because%as%Indonesia%is%primarily%Islamic,%many%consumers%celebrate%the%day%of%Jumuah%(islamweb.net,%
2011).%%Jumuah%is%a%day%of%giving%and%consumers%are%more%likely%to%be%charitable%during%this%holiday%
(islamweb.net,%2011).%This%experien2al%event%will%connect%the%consumers%with%the%brand%by%showing%that%
Inca%Kola%is%concerned%with%the%unique%traits%of%Indonesia%and%is%something%they%can%enjoy%in%their%
collec2vist%groups.%
%
%

18

The%event%
For%the%second%adver2sement,%
nonItradi2onal%billboard%ads%will%
be%implemented%to%promote%the%
product%to%busy%consumers%who%
frequently%commute%in%urban%
areas.%These%digital%billboards%will%
feature%two%of%the%best%
badminton%players%in%Indonesia,%
Mohammad%Ahsan%and%Hendra%
Se2awan,%whos%team%just%won%
gold%medals%at%the%Indonesia%
Open%in%2013%(chinadaily.com,%
2013).%Badminton%is%one%of%the%
countrys%favorite%sports.%
Celebrity%endorsement%is%well%
used%in%this%campaign%because%
the%collec2vist%culture%of%
Indonesia%tends%to%listen%to%advice%
from%opinion%leaders,%and%frequently%rely%on%the%opinions%of%others%when%trying%new%things.%%

How)it)works)

The%digital%screens%will%be%realI
2me%ac2vated%and%will%react%with%
a%change%in%the%weather.%Every%
two%hours,%the%board%will%
reevaluate%the%weather%and%will%
select%a%scene%depic2ng%the%two%
badminton%players%either%in%the%
sun%or%in%the%rain.%For%example,%
when%it%begins%to%rain%outside,%the%
billboard%will%depict%the%
badminton%players%enjoying%their%
refreshing%beverage%on%a%rainy%
badminton%court.%When%it%is%sunny%
outside,%the%badminton%players%
will%be%drinking%from%bo>les%in%a%
warm%sepng.%the%billboards%will%
move%with%the%subjects,%and%will%
look%somewhat%like%animated%gifs%
in%order%to%create%added%buzz.%The%
target%market%is%extremely%ac2ve%on%various%social%media%plauorms,%and%will%be%able%to%share%special%
snapshots%of%the%boards%through%use%of%the%hashtag%#OneOfYourOwn.%This%hashtag%works%because%the%
collec2vist%Indonesian%culture%appreciates%their%home%culture%and%will%embrace%others%if%they%display%the%
same%kinds%of%a>ributes%as%themselves.%The%digital%billboards%will%be%placed%in%high%trac%areas,%and%can%
be%viewed%by%consumers%as%they%travel%to%and%from%work.%(

19

%
Indonesia%holds%great%poten2al%for%Inca%Kola%because%it%is%consistently%growing%in%urbaniza2on%and%has%
densely%populated%urban%areas.%Consumers%in%this%country%are%collec2vis2c%and%value%being%in%groups,%%
they%value%convenience%and%pricing%when%it%comes%to%products,%and%are%technologically%savvy%when%it%
comes%to%social%media.%Inca%Kola%is%going%to%get%consumers%to%purchase%its%product%by%promo2ng%social%
responsibility,%u2lizing%celebrity%endorsement,%and%social%media%because%the%target%market%is%highly%
recep2ve%to%these%tac2cs.%%%

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Akbar,%M.%(2012,%May%4).%Best%Prac2ce:%Bus%Rapid%Transit%(BRT)%System.%Retrieved%December%5,%2014,%
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