1. ADVERTISING A BRAND
A SUMMARY OF:
ADVERTISING THAT
MAKES MONEY
lia s. Associates

2. ADVERTISING THAT MAKES MONEY
Advertising Must Create
Money… And Profit
“Profitable growth is oxygen of business,
the key to business life or death”

3. ADVERTISING THAT MAKES MONEY
Advertising is not just for selling
It must give you BENEFIT
Reminder for all business people

4. ADVERTISING THAT MAKES MONEY
Top Line
Bottom Line
Focused
Advertising

5. ADVERTISING THAT MAKES MONEY
Omset 200% - 300%
Cost
Top Line Bottom Line
Client and Agency must have “Same Frequency” to focus on profit so
that there is chemistry to achieve WIN WIN RELATIONSHIP.
=
Profit
Real Growth

6. ADVERTISING THAT MAKES MONEY
PROFIT
FOCUSED
DNA
CHANGES
REVENUE
FOCUSED
This change in mindset from turnover to profit will affect patterns
of behavior and actions starting from the president director
to the operational staff level

7. ADVERTISING THAT MAKES MONEY
Make Money
Create Profit
Client’s Success
YOU ARE SUCCESS

8. ADVERTISING THAT MAKES MONEY
Tolak angin as a Market Leader continues to compete with
its competitors because it develops a 4P strategy.

9. ADVERTISING THAT MAKES MONEY
PRODUCT
Powder products = Ancient, doubtful efficacy
Liquid form and packaged in Sachets
Sachet color is refined, so yellow green
dominant (herbal nuance),
more EYE CATCHING

10. ADVERTISING THAT MAKES MONEY
PRICING
Consumer Mindset:
Cheap Medicine = Bad Product
Increase the price from 800 rupiah to 1000 rupiah
and now 1500 rupiah

11. ADVERTISING THAT MAKES MONEY
PROMOTION
Building awareness of
“Quality Herbal Medicine and Modern Standards”
Tagline “Smart People Drink Tolak Angin”
Linking the context that develops in society

12. ADVERTISING THAT MAKES MONEY
2003 The growing theme “Revival of national products”.
Tolak Angin made an advertisement with the tagline
“Tolak Angin as a national product to be proud of”
2008 The developing theme “100 years of national awakening”.
Featuring Ari Lasso and Agnes Monica “Proud of a national product”
2007 Emerging theme “Indonesia's cultural property copyright
is taken by Malaysia.
Featuring Butet Kartaredjasa and Agnes Monica
“Truly Indonesia”
2008 Roadshow “Homecoming Eid with Sido Muncul” Departs 300
buses (approximately 18,000 sellers of herbal medicine, herbal teas
and hawkers)

13. ADVERTISING THAT MAKES MONEY
Jamu -> Specific ethnic identity -> Javanese people
Reasons for choosing Agnes Monica:
+ Smart
+ Achievement in the world of academics and
entertainment
+ Not from Javanese ethnicity
Sophia Latjuba (German descent)
Aim > accepted by all groups, ages, ethnic
backgrounds, including foreign countries
(exports)

14. ADVERTISING THAT MAKES MONEY
PLACE
Using Delivery Channel
Not actively communicating the product
variants of Tolak Angin above the line
Guerrilla supplies the market
2007 Relaunch Tolak Angin Anak -> endorser: Lula Kamal
2008 Relaunch Candy Tolak Angin -> endorser: Maia Estianti

15. ADVERTISING THAT MAKES MONEY
THINK BIG
DREAM BIG
and ACTION BIG

16. ADVERTISING THAT MAKES MONEY
“Do the best for the client, for other people,
do the best for the brand,
make the product be market leader”

17. ADVERTISING THAT MAKES MONEY
• Torch of encouragement
• Never give up
THINK DREAM ACTION
• Don't just fantasize
• Take shortcuts (momentary
necessity)
• Always self-correct
• Do good deeds without being
asked

18. ADVERTISING THAT MAKES MONEY
ACTION must be done with hard
work and insistence.
If you want to get big results,
the action must also be big.

19. ADVERTISING THAT MAKES MONEY
1. NATO (No Action Talk Only)
Most people just stop at THINK & DREAM even
though ACTION requires hard work and
persistence
2. Big Results = Big Capital
- Must be willing to take risks/sacrifice
- Don't let fear overcome your desires & dreams
3. Don't be swayed by compliments
Praise is the beginning of hard work

20. ADVERTISING THAT MAKES MONEY

21. ADVERTISING THAT MAKES MONEY
• The market for multivitamins is overcrowded such as
Enervon C, Supradin, Supertin, Engran, Neurobion
• The competitor's communication concept is relatively
the same
• The multivitamin market still promises an increase of
15% per year
• Fatigon has a different competitiveness with similar
products

22. ADVERTISING THAT MAKES MONEY
Positioning Fatigon “Relieve Tiredness”
Reinforced with the right ambassador, Ari Wibowo
Sales boosted up to 200%
Kalbe (Fatigon) is confident in developing
different target markets

23. ADVERTISING THAT MAKES MONEY
• Need Consumer
• Want Consumer
• Expectations
Consumer
Research consumer
habits
Communication
Mapping
Achieve
differentiation
Branding Ideas
It is necessary to
start from the
bottom, middle, and
top layers because
everyone wants to
"Survive"
Consumer
companion in life's
challenges
"Survive" the big
idea
Branding Idea Fatigon
“Conquering The World”

24. ADVERTISING THAT MAKES MONEY
Every worker must be tired
Why does he still want to work?
There is an emotional side
for loved ones
(family, children, wife)
Branding Idea
“Look Beyond What You See”
Fatigon Reguler

25. ADVERTISING THAT MAKES MONEY
Energy Booster
Consumed before doing activity
Challenge is the key word
Branding Idea
Never Give Up, Never Stop
Fatigon Spirit

26. ADVERTISING THAT MAKES MONEY
For Women
Experiencing a natural cycle
(menstruation, childbirth, menopause)
Multi Tasking and working
women
Branding Idea “Women On Top”
Tagline “Fatigon Viro Selalu Aktif dan Segar”
Fatigon Viro

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lia s. Associates