Mengapa Iklan Membuat Sirup Marjan Jadi Yang Terlaris

Summary

The video script discusses the success of Marjan syrup in the Indonesian market, highlighting its strategic advertising during Ramadan and Lebaran, which contributes to its top sales despite not being the cheapest or tastiest. It delves into the brand's history, its founder's journey, and the evolution of Marjan's product line. The script also explores the impact of advertising on consumer perception, emphasizing the importance of a positive brand image and effective storytelling in boosting sales, even for products that may not be the best or most affordable in their category.

Takeaways

• 🥇 Marjan is the top-selling syrup in terms of sales, not because it's the best-tasting or the cheapest syrup.
• 📺 Marjan's advertising strategy is successful, especially during Ramadan and Eid, with frequent TV ads that are well-received and widely watched.
• 💰 The budget for Marjan's full video advertisements ranges from approximately 30.3 billion to 46.1 billion, with teasers costing between 3 billion and 4.5 billion.
• 🌕 Marjan focuses its advertising during Ramadan and Eid, possibly due to increased syrup consumption during these periods.
• 🏭 Marjan was the first syrup produced in Indonesia by PT Suba Indah, a company established in 1975 in the food and beverage industry.
• 🛍️ PT Suba Indah was founded by Muhammad Saleh Kurnia, who also established Hero supermarket, and has a history of entrepreneurship in the grocery business.
• 🆕 Marjan was launched in 1980 after a collaboration with a Danish company, Cho Food Company, and initially came in only two flavors: Coconut and Melon.
• 🍹 Today, Marjan offers a variety of flavors, including Strawberry, Vanilla, Lemon Rose, Pineapple Juice, and Moka, as well as milk syrup and squash syrup.
• 🎬 Marjan's advertisements are creative and culturally relevant, focusing on local stories and positive values, which differentiates it from competitors.
• 📈 The sales of Marjan syrup are influenced by its good product image, built through effective advertising, rather than just being the best-tasting or cheapest option.
• 📊 According to a survey by Kurious Kata Data Inside, syrup consumption in Indonesia tends to increase during Ramadan, which aligns with Marjan's advertising strategy.

Q & A

Why is Marjan considered the top-selling syrup despite not being the cheapest or the tastiest?

Marjan's sales strategy has been successful due to its effective advertising, particularly during Ramadan and Eid, which are peak times for syrup consumption.

What is the estimated budget for a full video advertisement of Marjan?

The budget for a full video advertisement of Marjan ranges from approximately 30.3 billion to 46.1 billion, indicating a significant investment in marketing.

Why does Marjan focus its advertising only during Ramadan and Eid, and not on ordinary days?

Marjan's advertising strategy is likely to capitalize on the increased demand for syrups during these religious holidays, when consumption patterns spike.

What is the history behind Marjan syrup and its connection to PT Suba Indah?

Marjan syrup was first produced in Indonesia by PT Suba Indah, a company established in 1975 in the food and beverage industry, and is known for its wide distribution network.

Who is the founder of Marjan and PT Suba Indah, and what is his background?

Muhammad Saleh Kurnia, also known as Kurnia, is the founder of both Marjan and PT Suba Indah. He started his business journey by helping his parents with their grocery store and later expanded into the supermarket business with the first supermarket in Indonesia, Hero Supermarket.

What was the initial intention of PT Suba Indah before producing Marjan syrup?

Initially, PT Suba Indah intended to collaborate with Nutrisia to produce a milk beverage, but the plan was canceled, leading them to work with the Danish company Cho Food Company and subsequently launching Marjan syrup.

What were the original flavors of Marjan syrup when it was first launched in 1980?

The original flavors of Marjan syrup when it was first launched were Cocoa and Pandan Melon.

How does Marjan syrup differentiate its advertising from competitors like ABC?

Marjan syrup's advertising focuses on storytelling and cultural relevance, rather than just highlighting the product's features, which sets it apart from competitors like ABC.

What is the significance of advertising in maintaining and enhancing a product's image?

Advertising plays a crucial role in shaping a product's image and influencing consumer purchasing decisions by creating a positive perception and maintaining brand recall.

How does the distribution network of Marjan syrup contribute to its sales success?

Marjan syrup's widespread distribution network, being available in almost every store across Indonesia, ensures its accessibility and contributes to its high sales volume.

What is the impact of advertising on consumer behavior, as illustrated by the script?

The script suggests that advertising can significantly influence consumer behavior by creating a positive brand image and associating the product with desirable qualities or experiences.

How does the script describe the importance of cultural relevance in advertising for a product like Marjan syrup?

The script highlights the importance of cultural relevance in advertising by showing that Marjan syrup's ads, which are rich in local storytelling and cultural elements, resonate with consumers and enhance the product's appeal.

What is the role of advertising in reminding consumers about the existence of a product?

Advertising serves as a reminder for consumers about the existence and availability of a product, preventing it from being forgotten amidst the competition.

How does the script compare the advertising strategies of national brands like Marjan syrup to local brands?

The script suggests that while national brands like Marjan syrup have the advantage of extensive advertising and distribution, local brands can still compete effectively if they offer unique or superior products, even without the same level of marketing.