project DEWI AYU for PR subject - Product Lauching

Name of The Product : “Dewi Ayu”

(Indonesian Fairy Tale)

Kind of Product : Children Story Book

24 pages

Publisher : PT Spectra Prime Media

Author : Marcella

Price : Rp 20.000,00

Target Market : Age : children ( 7-12 years old )

Gender : male and female

Education : elementary school

Social grade : middle and lower middle class

Name of PR Consultant : Free Spirit PR Consultant

Free Spirit PR Consultant has been established by four people: Marsha, Anastasia, Gilang, and Satrio in 2002. They were best friends and had same hobby, which is organize some events. For the first time, Free Spirit PR Consultant was a small company. It became a big company when they had won a lot of pitching from their clients. Establishers of Free Spirit PR Consultant then realize that they had to hired more employees.

Now, Free Spirit PR Consultant has 25 employees to do their job in organize more events.

• Moderator : Dewi Hughes
• MC : Tasya and Ujo ‘Project Pop’
• Artists : Calista and Samuel AFI Junior
• Inviting Pers from :

Magazines and tabloids : -Bobo

-Fantasi Kids

-AyahBunda

-Ibu dan Anak

-Parents

-Mom and Kiddie

-Nova

-Femina

-Kartini

Televisions : -Indosiar

-RCTI

-Global TV

-La Tivi

-Anteve

-O Channel

-JakTV

• Venue : Plaza Bapindo, 9^th Floor

Jl.Sudirman Kav.54

Jakarta Selatan

• Press Conference

Theme : Sharing Love and Kindness With Marcella

Decoration : - Sofa for speaker and moderator

- Chair and table for presses

- Fake plants to make an accent in the room

RUNDOWN

10.30	Guest acceptance with goody bag distribute
10.50	Prepare for Press Conference
11.00	Opening Statement by moderator
11.10	Slide show ‘Dewi Ayu’ book
11.30	Explanation about the books “Dewi Ayu’
11.45	Question and Answer by press and speaker
12.10	Lunch time for Press and have a break for Product Launching

• Product Launching

Theme : Outdoor Kinder Garden

Decoration : - Fake trees at the entance door and mini garden

- Receptionist table which likes a swing

- There are a lot of trees around the room and arc chairs

between two trees

- Stage like village’s house with hen-house beside of it

- There are kindergarten’s tables in the room for guest

children

RUNDOWN

13.00	Opening satement by MC
13.10	Opening Traditional dance from Jawa Barat ”Jaipong” by SD BPK Penabur, Tomang follow with Launching product (‘Dewi Ayu’ book) size 1,5m x 1,5m.
13.25	Magic Tricks by clowns
13.50	Prepare for coloring competition for Gandhi International School
14.00	Coloring competition has begin accimpanied by the songs from Samuel dan Callista ‘AFI Junior’
14.35	Coloring competition end
14.45	Snack distribution for children
15.00	Closing by MC and announce that the winner of coloring competition will be announce at Toko Buku Gramedia everywhere
15.10	Closing with traditional song from Samuel dan Callista ‘AFI Junior’ accompanied by the traditional dance from SD BPK Penabur, Tomang

Evaluation

We decide to use ‘Dewi Ayu-Indonesian Fairytale’ as our product because we want to introduce Indonesian culture to the other countries through different media. Beside, globalization era makes the people have to able speak in English. English children storybook can make the children learn English early. They can practice English more fun by reading.

There are many problems that may be happen when this book has been published, such as: cannot sell out in the market; get damage when shipment; and maybe the book’s piracy. So that, contingency plans had to make for these problems.

The product launch has to have objectives to achieve, target public, media to invite, and also budget. Without these stages, press conference and product launch cannot be held.