The document outlines objectives and context for developing a marketing program to promote a healthy lifestyle brand in Indonesia. The program aims to understand audiences' views on healthy living and how the brand can help people pursue their goals. It will explore the brand's relevance, gather audience insights, and develop an appropriate brand proposition and promotional idea. Key points of exploration include audiences' definitions of health, challenges and opportunities of living healthily, and how the brand can bring positivity to help people achieve their aspirations.

1. Program Objectives
• Determine the key drivers to someone believing she/he would get more out
of life by adopting a healthy lifestyle: what would the benefits be
• What is their definition of a healthy lifestyle – what routine/regimen should it entail
• What is their outlook – vision, dreams, goals ambitions
• What are the challenges they face (or, in their opinion society is faced with)
• What is the opportunities they believe lie ahead...how does a healthy life help in making most
of opportunities
• If they had to ‘preach why a healthy life’, what would their topic be, what would they say
Program Context
• The brand you are working with encourages Indonesian Women & Men, Married and
Unmarried, a Housewife or a Working Woman – and, through them, their children – to get more
out of life by adopting a lifestyle such that this brand is a part of it
• The brand has moved from a ‘healthy choice’ to ‘does you good’ and today is on the verge of
launching a new campaign that says ‘go for more’
• A ‘go for more’ spirit that that comes when ‘I feel good’, which itself is the result of a regular
consumption of the brand
• As Indonesian society progresses, the aspirations of the people keep changing...betterment, of
course, is a fundamental expectation...the role of the brand is to bring positivity such that the
pursuit of aspirations is seen to be easy on the one hand, rewarding on the other
Program Development
• Understanding of the brand – what it delivers, therefore what it promises
• Exploring and discovering the relevance of the brand to the lives of its audiences
• Setting up appropriate study points, gathering information, inferring, arriving at a POV
Program Deliverables
• Brand proposition
• Provocation idea
Brainstorm
healthy lifestyle adapter - activities, habits, and traits
2) the healthy lifestyle adapter - females, also males
● what that means today?
● healthy does not mean following a strict diet
● balanced eating
● difference between the past and the present
● their goals
○ purpose in life and what they want to do
● their drives
● activities include
○ hiking
○ eating healthy

2. ○ being confident and thinking positive about everything
○ healthy, not only physically, but mentally.
○ thinking positively
○ doing sports more
○ these people’s lifestyles include:
■ not basically on a diet, but eating healthy things
■ exercise
■ have a clear and positive mind
■ a positive outlook in life
■ physically and MENTALLY healthy
● measuring up your healthfulness
○ do they smoke?
○ are they able to maintain a healthy weight or
○ are they successfully losing weight to attain that healthy weight?
○ do they eat at least 5 servings of fruits and vegetables daily?
○ do they exercise 30 min or more, 5 times a week?
● other habits or healthy behaviors
○ brush and floss daily
○ get a good night’s rest
○ enjoy regular family meals
○ smile and laugh out loud several times a day
○ meditate, pray, or otherwise find solace
○ pedometer and get it to motivate you to walk, walk, walk
○ stand up straight
○ YOGA
○ power up protein
○ HAVE POSITIVE ATTITUDE
○ http://www.webmd.com/diet/features/4-steps-healthy-lifestyle
● WHY DO WE GET HEALTHY?
○ While we can’t always stop ourselves from getting sick, if you eat healthy food,
drink plenty of water and are physically active you’ll be more likely to live a long
and healthy life.
● people who are MENTALLY AND EMOTIONALLY HEALTHY have:
○ A sense of contentment.
○ A zest for living and the ability to laugh and have fun.
○ The ability to deal with stress and bounce back from adversity.
○ A sense of meaning and purpose, in both their activities and their relationships.
○ The flexibility to learn new things and adapt to change.
○ A balance between work and play, rest and activity, etc.
○ The ability to build and maintain fulfilling relationships.
○ Self-confidence and high self-esteem.

3. ○ http://www.helpguide.org/mental/mental_emotional_health.htm
● these people have a positive outlook on life as well as a strong educational skill
● the healthy lifestyle
Questionnaire
For gen Y consumers regarding Buavita
What to ask to people
Brand proposition
● “does you good”
● healthy
Questions to come up for brand custodians
● Digital:
● what do you think of the brand?
● what are people’s perceptions of this brand?
● what sorts of digital frameworks have you thought about for this brand?
● Is there any kinds of marketing done in social media such as facebook or perhaps,
instagram?
● What kinds of questions should I be asking to the audience or users of buavita?
● how do I influence purchase behavior?
● what sorts of fun campaigns can we do for Buavita?
○ that is out of the box fun
○ for example: Coke’s “Friendly Twist”
Problem/Opportunity
● for Indonesians to be fruitarian
● for people to drink juice more than before
● to provide facts about how healthy fruit can be
● provide a mixture of different fruits into one package (mango + pineapple)
● smoothie flavored
● add protein supplements so it can appeal
● add a vegan appeal
● interesting campaign - promotional events, interaction games at malls etc,
● CAR FREE DAY - utilize this day to hold promotional events, provide buavita, while
informing people regarding maintaining a healthy lifestyle
● Creative campaigns - busway, unique handles at busways.
Target audience insight
● Questionnaire
○ What does being healthy mean to you?
○ What is your attitude about Buavita?
○ How often do they drink Juice?
○ Where do they get the juice? (kinds of locations such as restaurants, cafes,
boxes from alfa mart, etc.)

4. ○ Which juice brand do you prefer?
○ How often do they eat fruit?
○ What media outlet do you receive most of your information on Buavita?
○ What is their age?
○ If you had to preach about a healthy life, what would their topic be?
○ How important is it to have a healthy lifestyle?
○ What is their definition of a healthy lifestyle?
○ How healthy do you think you are? in a scale of 1-10
○ what do you think are some of the reasons to have a healthy lifestyle? (give
choices)
○ How much do they make? or what is your income?
○ people are less health conscious in Indonesia
■ cigarettes
■ unhealthy, oily
■ environment, problem with pollution
■ satisfaction over health
■ healthy and tastes good
■ best of both worlds
■ having a reaction that most
○ Would they care at all about promotional events?
■ get free buavita
■ informational - regarding the benefits of fruits
Market and environmental analysis
● how much fruit do Indonesians eat?
● why do people eat less fruit here?
● do people prefer convenient on the go packages or the other way around?
● how often or where Buavita is distributed?
● people’s purchasing behavior
● why they choose one brand over the other?
● decision making habits and processes
SWOT analysis
● Strengths
● Weaknesses
● Opportunities
● Threat
Something to look for in a juice brand
● price
● promotions and deals
● packaging
● location
to look skinny

5. to have a positive attitude about life
to get rid of being sick
to feel more good about yourself
to live a long and healthy life
Does the healthy trend convince you to become healthy too?
● Nowadays, Indonesians seem to participate in the healthy lifestyle trend. Does that
persuade you to maintain a healthy lifestyle?
●
How many servings of fruit do you eat?
Do you eat at least 5 servings of fruit?
Very important
Important
Somewhat important
Not important at all
Survey analyzation
Healthy lifestyle is important to have, according to some people.
Questions to think about regarding buavita
● what does having a healthy lifestyle mean to you?
● what is it they are looking for in a brand?
● “does you good - feel good - look good”