| Title | GROW THEM GREAT |
| Brand | BEBELAC |
| Product / Service | BEBELAC 3 |
| Category | B07. 360 Integrated Brand Strategy |
| Entrant | ROMP. Jakarta, INDONESIA |
| Idea Creation | ROMP. Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Joseph Tan | ROMP | Account |
| Roy Wisnu | ROMP | Creative |
| Renaldy Arief | ROMP | Creative |
| Irza Fauzan | ROMP | Creative |
| Adra Gesza | ROMP | Creative |
| Ulva Prinka | ROMP | Creative |
| Hendra Ustriady | ROMP | Creative |
| Sherly Marianne | ROMP | Creative |
| Asida Puspitadewi | ROMP | Creative |
| Andrina Putri | ROMP | Creative |
| Daniel Siswandi | ROMP | Strategy |
| Sasya Anjani Pramono | ROMP | Strategy |
| Theresia Sulistiowati | ROMP | Account |
| Rini Sibarani | ROMP | Account |
| Raufi Khaerunnisa | ROMP | Account |
| Gina Marsisia | ROMP | Account |
| Michelle Hutauruk | ROMP | Account |
Formula Milk in Indonesia is a massive category, amounting to 1,550mE (MAT 2022). Bebelac, part of Danone Specialized Nutrition, is holding a moderate 11.8% share, marking the brand as #3 brand in the category, and #1 brand in the premium/super-premium segment. However, in the past 2 years, the penetration of the category is starting to decline. Keeping the optimism in hand, Bebelac wished to maintain its double-digit growth in Net Sales, +60bps vs Last Year, by converting new users and retaining its current buyers. And from a brand perspective, Bebelac wanted to position itself as the better choice for children in Indonesia by creating more reasons to believe that its premium price is a quality worth paying for.
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