In the highly competitive beverage industry, effective marketing strategies play a critical role in ensuring a brand's success. Marjan, the first syrup produced in Indonesia by PT Suba Indah, has implemented a distinctive approach to advertising through the marketing flighting strategy.
Marketing flighting operates on the principle of alternating intense advertising periods with deliberate breaks. This dynamic approach diverges from the conventional continuous advertising models, aiming to create a rhythmic pattern of brand visibility. The strategic pulsation of marketing efforts enables brands to capture heightened consumer attention during specific periods, preventing audience fatigue and fostering a sense of anticipation.
The intentional breaks in advertising allow for a more efficient allocation of resources, concentrating efforts during peak times or strategic events. This not only maximizes the impact of each advertising surge but also ensures that brands maintain a strong market presence without overextending financial resources.
Marjan Syrup's strategic adoption of the burst effect in its marketing flighting strategy reflects a meticulous understanding of the dynamics of consumer engagement. During intense advertising periods, the brand schemes a deliberate surge in promotional activities, aiming to saturate the market with its compelling messaging. This approach is timed to coincide with key events, seasons, or emerging trends that resonate with consumer preferences.
Marjan compose its advertising messages during the month of Ramadan to align better with the Ramadan atmosphere. Moreover, they incorporate religious values such as simplicity and togetherness in their advertising messages. Marjan does this to influence public perception, emphasizing that Marjan syrup is a fitting beverage for gatherings, especially during the month of Ramadan. Marjan seizes the fasting and approaching Eid as an opportune time for promoting and marketing their products.
Marjan conducts promotions by creating engaging and out-of-the-box advertisements during the Ramadan period, consistently and routinely every year. The concentration of marketing efforts during these specific periods is a deliberate maneuver to amplify the impact of Marjan Syrup's messaging. This strategy not only maximizes the impact of promotional endeavors but also fosters a resonant connection with consumers.
The Flighting scheduling method helps minimize budget allocations to have more suitable exposure during the right moments. Leveraging the Ramadan period is a fitting choice for Marjan Syrup because with the Flighting scheduling method, the marketing budget is also more organized, ensuring advertisements are shown only at specific moments.
Marjan also implements the concept of Integrated Marketing Communication (IMC), a practice aimed at ensuring message consistency to consumers through various communication channels, both Below The Line (BTL) and Above The Line (ATL). This strategy serves to keep the brand on the periphery of consumer awareness. By strategically disseminating relevant and engaging content, Marjan Syrup ensures that it remains in the minds of consumers, even in the absence of active advertising campaigns.
Consistency in product quality and messaging is essential for building and retaining customer loyalty. Marjan Syrup's commitment to delivering a premium product aligns with its marketing flighting strategy. Customers who have positive experiences during intense advertising periods are more likely to remain loyal even during quiet periods. Marjan Syrup leverages this loyalty to maintain a steady flow of sales, capitalizing on the foundation laid during peak advertising moments.
Marjan Syrup's utilization of marketing flighting is a testament to the brand's strategic approach in a competitive market. By combining intense advertising bursts with strategically planned quiet periods, Marjan Syrup maximizes its impact, manages budgets effectively, and builds lasting customer loyalty. As the beverage industry continues to evolve, this innovative marketing strategy positions Marjan Syrup for sustained success in capturing consumer attention and preference.
Fanny Sekar Parentya
Business Development of prasmul-eli
In the highly competitive beverage industry, effective marketing strategies play a critical role in ensuring a brand's success. Marjan, the first syrup produced in Indonesia by PT Suba Indah, has implemented a distinctive approach to advertising through the marketing flighting strategy.
Marketing flighting operates on the principle of alternating intense advertising periods with deliberate breaks. This dynamic approach diverges from the conventional continuous advertising models, aiming to create a rhythmic pattern of brand visibility. The strategic pulsation of marketing efforts enables brands to capture heightened consumer attention during specific periods, preventing audience fatigue and fostering a sense of anticipation.
The intentional breaks in advertising allow for a more efficient allocation of resources, concentrating efforts during peak times or strategic events. This not only maximizes the impact of each advertising surge but also ensures that brands maintain a strong market presence without overextending financial resources.
Marjan Syrup's strategic adoption of the burst effect in its marketing flighting strategy reflects a meticulous understanding of the dynamics of consumer engagement. During intense advertising periods, the brand schemes a deliberate surge in promotional activities, aiming to saturate the market with its compelling messaging. This approach is timed to coincide with key events, seasons, or emerging trends that resonate with consumer preferences.
Marjan compose its advertising messages during the month of Ramadan to align better with the Ramadan atmosphere. Moreover, they incorporate religious values such as simplicity and togetherness in their advertising messages. Marjan does this to influence public perception, emphasizing that Marjan syrup is a fitting beverage for gatherings, especially during the month of Ramadan. Marjan seizes the fasting and approaching Eid as an opportune time for promoting and marketing their products.
Marjan conducts promotions by creating engaging and out-of-the-box advertisements during the Ramadan period, consistently and routinely every year. The concentration of marketing efforts during these specific periods is a deliberate maneuver to amplify the impact of Marjan Syrup's messaging. This strategy not only maximizes the impact of promotional endeavors but also fosters a resonant connection with consumers.
The Flighting scheduling method helps minimize budget allocations to have more suitable exposure during the right moments. Leveraging the Ramadan period is a fitting choice for Marjan Syrup because with the Flighting scheduling method, the marketing budget is also more organized, ensuring advertisements are shown only at specific moments.
Marjan also implements the concept of Integrated Marketing Communication (IMC), a practice aimed at ensuring message consistency to consumers through various communication channels, both Below The Line (BTL) and Above The Line (ATL). This strategy serves to keep the brand on the periphery of consumer awareness. By strategically disseminating relevant and engaging content, Marjan Syrup ensures that it remains in the minds of consumers, even in the absence of active advertising campaigns.
Consistency in product quality and messaging is essential for building and retaining customer loyalty. Marjan Syrup's commitment to delivering a premium product aligns with its marketing flighting strategy. Customers who have positive experiences during intense advertising periods are more likely to remain loyal even during quiet periods. Marjan Syrup leverages this loyalty to maintain a steady flow of sales, capitalizing on the foundation laid during peak advertising moments.
Marjan Syrup's utilization of marketing flighting is a testament to the brand's strategic approach in a competitive market. By combining intense advertising bursts with strategically planned quiet periods, Marjan Syrup maximizes its impact, manages budgets effectively, and builds lasting customer loyalty. As the beverage industry continues to evolve, this innovative marketing strategy positions Marjan Syrup for sustained success in capturing consumer attention and preference.
Fanny Sekar Parentya
Business Development of prasmul-eli
