“The Collaboration to Advertise Company Products A Case Analysis of ???Double Power Breakfast a Joint TV Commercial between Blue Band dan Sari Roti”
“The Collaboration to Advertise Company Products A Case Analysis of ???Double Power Breakfast??? a Joint TV Commercial between Blue Band dan Sari Roti”
Author : RATIH HASANAH; MOHAMAD SYAHRIAR SUGANDI Published on : Beyond Asia: Communicating Asian Culture to the World (UNPAD - BANDUNG)
Abstract
“The latest phenomenon of today’s marketing world is the increasing trend of collaborative works between companies to promote their products. One of the latest trends is shown in form of collaboration in advertising through mass media channel. Where two different products or companies cooperate in terms of promotion, especially in advertising. It???s been known very well in terms of sales promotion that many marketers practice the product bundling strategy in terms of attracting the attention of consumers to be able to take action immediately ???buying the products???not only just to consider to buy or to choose the products. The commonly reasoning to bundle products is to make a better trade value consumers or to create a better added value for the consumers.
Collaborative advertising in mass media channel take the form of co-promotion in different level because it’s usually involving big budget and play a crucial part in building the brand image into consumers mind. Advertising not only just talk about the products but also the value of the products. They are delivering a message about their brand, their value, their uniqueness, how they want to be perceived by the audience, how the brand will be positioned in the mind of their costumer. So instead of just take a consideration in terms of money value (added value to the consumer, share costing in term of promotions budget, or how much it contribute to increasing sales revenue) it???s also must be takes in full awareness and consideration in term of building the brand image, brand positioning, and what value they share.
This research will see the phenomenon of co-advertising in TV commercial between two major brand from two different major companies, Sari Roti from PT. Nippon Indosari Corporindo and Blue Band from PT. Unilever Indonesia Tbk. This paper will see how they made a collaborative advertising theme “”Double Power Breakfast””. Sari Roti is a bread product and Blue Band is a margarine product. Sari Roti is the main product and Blue Band as the complementary product for bread. They are positioning themselves as breakfast food that can give a dual energy benefit if they are consumed simultaneously. So instead of only talk about how to shift the budget or to share the cost another reason for this brand collaboration is how they are try to create an added value in their brand building efforts.”
