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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