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Jumat, 17 Juni 2011

Pertamina - Bright Store

The Product: Bright Store
(The Cafe/Restaurant/Minimarket which can be found in some of Pertamina Gas Station)


Problem :
People came to the gas station only to refuel their vehicle
Solution : Make people go to Bright Store by create a daily promo and advertising

Marketing Objective :
Increase Non Fuel sales by 20% within 3 months
Improve fuel sales of more than 20%

Advertising Objective :
Persuate people to come to Bright Store

BIG IDEA:
Everyday is a Bright day !


1.Campaign:
Jingle
A jingle is a memorable short tune with a lyric
To increase awareness and to become the top of mind of the consumer

2.Everyday Is a Bright Day” Promo
We offer different promo every day.
The 7 types on the promo is based on consumer’s daily activity in a week to reach several types of Bright’s consumer which start from age 17-35 years old.
I Love Monday / Rush Monday
7 am - 9 am : Free a cup of coffee, by showing your card business
TwosDay
12 am – 3 pm : buy 2 meal, get free 2 drinks
Ladies Day
12 am – 3 pm : Free cakes for every lunch package and lucky draw
ThirstDay
12 am – 3 pm : buy 1 beverage, get 1 free
Thank God Its FriendDay (TGIF)
7 pm – 9 am : buy 3 similar items, get 1 free
Spread the Love
7 pm – 9 pm : Full romantic song. For every purchase minimum Rp 30.000,- , get free love potion drink. (beverage for couple)
SunnyDay
12 am – 3 pm : buy lunch package, get coloring book for your children

3.“Bright Card” Promo

4.
Membership promo
Every Rp.100.000,- purchase of gasoline can get a free coupon which can be exchanged with selected drink (RTD) in Bright.
Every Rp.50.000,- purchase in Bright, consumer can get a point which accumulate in their own Bright Card.
Points can be exhange with a litre of Pertamax, depends on value of points collected.


We presented in front of our lecturer and some Business Officer from Pertamina,
and they gave us a good review :)

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