Magnum and Sunsilk are Unilever brands. Currently Unilever opens Magnum Cafe and Sunsilk Hair Studio in Grand Indonesia Shopping Mall (Jakarta Indonesia).
Unilever discovered that Indonesian adult began to look for ice cream (previously only fruits and sweets) as dessert about 2 years ago. It was an indication that adult segment had grown (1). Then, Wall's Magnum as one of the company's popular brands for the adult ice cream market was relaunched on 11 November 2010 with three new variants: Classic, Almond, and Chocolate Truffle. Wall's Magnum is targeting:
- People: Adults, who are always busy, who needs something to treat themselves
- Product: packaged ice cream stick covered with European-quality chocolate
- Price: premium
- Place: everywhere
Marissa Nasution is the brand ambassador. She explained at the launching program, "Being an active woman in the entertainment industry, it is difficult to find leisure time where I can pamper myself. Amidst the juggling of activities, I need to feel special, noticed, treated like a princess. I am proud to be appointed as Wall’s Magnum Brand Ambassador because I can get what I need.” (3)
- People: Adults, who are always busy, who needs something to treat themselves
- Product: packaged ice cream stick covered with European-quality chocolate
- Price: premium
- Place: everywhere
Marissa Nasution is the brand ambassador. She explained at the launching program, "Being an active woman in the entertainment industry, it is difficult to find leisure time where I can pamper myself. Amidst the juggling of activities, I need to feel special, noticed, treated like a princess. I am proud to be appointed as Wall’s Magnum Brand Ambassador because I can get what I need.” (3)
Unilever launched another Sunsilk line-up, "Sunsilk Co-Creation", on 9 June 2010 (the product is available since 1 June 2010). The line up consist of Sunsilk Soft & Smooth, Sunsilk Damaged Hair Treatment, Sunsilk Black Shine, Sunsilk Hair Fall Solution, Sunsilk Anti Dandruff, Sunsilk Clean & Fresh, Sunsilk Straight & Sleek, Sunsilk Bouncy Curls. This new line-up was developed in partnership with world hair experts like Jamal Hammadi (attended the grand opening of Sunsilk Hair Studio) and Thomas Taw (attended the launching program). In Indonesia Sunsilk is targeting:
- People: females
- Product: packaged shampoo, conditioner, and serum
- Price: premium
- Place: everywhere
On the launching program, Julie Estelle gave her comment, ”I am happy and proud to be chosen as Sunsilk's brand ambassador. As an Indonesian woman who actively involved in various activities and tight schedule, I always want beautiful and healthy hair, so I use Sunsilk Co-Creation. With Sunsilk Co-Creation, Indonesian women can have the touch of world hair experts at home." (5)
1. Magnum Cafe (3)
Everyday people are queueing to get into Magnum Cafe. The cafe that was originally planned to open for only 3 months (until 15 June 2011) is extended and even planned to be opened in other cities in Indonesia, such as Bandung and Surabaya.
Location: Grand Indonesia Shopping Mall, 5th floor
Value Preposition:
- Modern victorian cafe design (in partnership by Ismaya Group)
- Menu is designed by Aldo Volpi (a famous italian chef), such as:
- Ice Cream: Magnum Waffle, Waffle De Aristocrat, Crème de la Crème, Goblet of Chocolate, Razzle Dazzle, Crown Jewel, Nobble Nibble, Pas De Trois, A Knight’s Tale, Court Jester, The Emperor, Commander’s Fried Rice, Royal Kingdom, Royal Feast.
- Drinks: Magnum Signature (Summer Tango), Magnum Shake (Truffle Royale), Magnum Chocolate (Ice Queen)
Picture 1. Magnum Cafe
2. Sunsilk Hair Studio
Sunsilk Hair Studio is expected to operate for about 2 months (until 31 July 2011).
Location: Grand Indonesia Shopping Mall, 2nd floor
Value Proposition:
- Mirror Salon design
- Hair and Make Up Consultation
- Hair Treatment and Styling with seven trends: Fierce Crop, Country Braids, Ponnytail Upper East, Perfect Waves, Hollywood New Edge, First Lady, dan Retro Red Carpet (in partnership with Qiqi Franky)
- Lounge, Fashion Boutique, and Photo Booth
Picture 2. Sunsilk Hair Studio
SUMMARY
Both Magnum Cafe and Sunsilk Hair Studio are Unilever efforts to endorse the brands and educate customers.
In case of Magnum Cafe, it allows customer to have an enjoyable experience with the ice cream and it also allows Unilever to build product image in consumer's mind. Hence, even when customers buy the product in retail store, customers is expected to have an impression about the product and increase the overall customers' satisfaction on the product.
In case of Sunsilk Hair Studio, there are several offerings and it may be difficult for customers to choose the product that fit them. The hair studio will allow Unilever to target the right customers and offer the right products. Hence, it will increase customers' satisfaction and trust to the product as the solution of their hair problem (if any). Furthermore, it will also enhance word-of-mouth when the customers tell others about their experience after being treated in the hair studio.
Similar practice is usually implemented on nutritional products (like Nutrifood's WRP) or cosmetics product (like P&G's SK II, Kao's Shiseido). The success of Magnum Cafe and Sunsilk Hair Studio may make this method become a popular marketing practice among FCMG companies.
Sources:
1. Inilah Alasan Walls Magnum Menggarap Pasar Es Krim Dewasa Belakangan
2. Belgian Chocolate in Every Bite of New Wall's Magnum Ice Cream
3. Perkuat Brand Awareness, Magnum Cafe Dibuka
4. Pertama di Indonesia, Sunsilk Hair Studio Hadir di Jakarta
5. Sunsilk Meluncurkan Sunsilk Co-Creations: Kreasi Terbaru Sunsilk bersama Tujuh Pakar Rambut Kelas Dunia
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