MARKETING STRATEGY TUTORIAL - MAGNUM PLEASURE SEEKERS

1. Comment about Magnum :

    Magnum has a simple and quick commercial break to attract their customer and deliver its value added.It just used a woman who jump and run into the truck while She looked a Magnum truck in the traffic jam, and then other persons followed her way with any special and unique way, JUMP.

It used a beauty woman as a symbol of perfect human being with a lot of uniqueness who jump into the truck while her car stuck in the traffic jam. Marketer want to deliver the value that when you stuck in a hectic time, you can find out Magnum to make your feeling better and to kill you bored. The word "for pleasure seekers" is also affect in consumer mindset and perception. They think that Magnum is a right choice for special persons or seekers who look for a pleasure.

Premium Segmentation

Launched in 1989, Magnum was the first hand held ice cream developed as a premium adult offering, and the attention to detail doesn’t stop with the ingredients. The distinctive “M” monogram embossed on the luxurious Belgian chocolate coated ice cream bar confirms you’re enjoying a quality indulgence.

Unilever is the keeper of the Magnum legacy in Canada and uses its vast infrastructure to bring this super premium ice cream experience to pleasure seekers across North America for the first time. “We believe that a day without pleasure is a day lost,” says Kiroff.“North America is the world’s largest ice cream market and for those who love to indulge in a little luxury, Magnum is finally here.”

a. perception
This is one of the marketing strategy that used by Magnum company. They say that their product is premium, they are the one who create the "premium" perception to the consumer in order to create brand awareness. So, when consumer see the ads or commercial break or want to buy the product, they will proud and think that they buy a high quality brand. This is also use to create differentiation with their competitor with using the "premium" one.

b. offer a special price - high quality
Magnum has a special price in Indonesia with Rp 10.000 . This is different with other brand in Indonesia which have range in Rp 2.000 - Rp 6.000 in each product. With the price that being used and fixed by Magnum Ice Cream, it create and emerge consumer perception that Magnum has a special taste different than others, and it has high quality of product. When we see the commercial break, we also could see that it has a good filling in each variant of the ice cream. The long-popular Magnum ice cream has undergone a metamorphosis to become an entire range of flavors from the original plain vanilla and chocolate treat-on-a-stick. Now consumers can also choose ‘gourmet’ flavors like vanilla bean or chocolate dipped in thick Belgian chocolate.  We also can see it from that packaging of Magnum that quite good and looks elegant, and also brown color of the packaging that known as an elegant color. 

c. uniqueness
In uniqueness, it means that Magnum has their own way to consume the product. It also can applied from the word "pleasure seekers". Here, Magnum Ice Cream give the experience to each consumer who cumsume ice cream in different hectic condition of each person. 

d. to create needs
It can be one reason why they choose premium segmentation. they want to create a mindset that while they want ice cream, they just remember Magnum. Moreover, they want to build the consumer belief that it could be a need when once they buy Magnum because they want more and they will consume it continually.

Customer Emotional
The reason why marketer choose emotional customer to buy the product are :
a. to affect the consumer mindset and perception that when they are bored, they just remember Magnum that can relax their mind and coll them down
b. to reflect what consumer will do when they need something to cool them down in daily life or those commercial break happens in their daily life (the same with them)
c. because it will make marketers easier to influence consumers to buy the Magnum by seeing the commercial break that also happened in them. It is also become one of the consumer buying process (the step of need recognition and purchase decision). In need recognition step, it means that marketers create the stimuli to foster need recognition (by the customer emotional). And in the purchase decision, it is determined whether they will buy Magnum or not by several consideration include the solution offering by Magnum if they buy Magnum Ice Cream.


2. Do company still use billboard in thus digital communication? (we as a marketing communication manager)
I think that it is depend on what stage of business we are.
If we are startup business that still new, we must to make any marketing strategy to build our business. For the first step, the things that we do is create brand awareness to consumers of our product. Because we are still new, so we want consumers know our brand is exist in the market and we have strength and differentiation with any brand. As it written on Marketing Strategy book, one of the promotional strategy that we have to use in the Introduction step of Product Life Cycle is advertising. Advertising is heavily used in the introduction stage. Then, one of the advertising tools is billboard. It still used by startup business to create brand awareness to consumers. But, they also have use another type of promotional strategy taht exist and have been used in nowadays.
If we are established business, it's not recomended used because we have already well-known we just need customer loyality and reminder that we are exist by doing some of promotional strategy such as Online (heavily used by company), sales promotion strongly encourage brand switching for both consumers and the trade. Personal selling remains important to ensure supply chain support and distribution coverage.