[THE CONCEPT]

'FROLIC CHOCOLATE'

S I T U A T I O N A L A N A L Y S I S

Chocolate is one of the foods that really liked in every group of society and also in every age. The taste of chocolate is sweet and delicious. If we eat chocolate, it can make we feel relax. For some people, chocolates are used to symbolize love or just to show affections to special people. But there are some people that choose not to consume chocolate, with many reasons like afraid of obesity, pimples, etc. Moreover there are also many people that have phobia with chocolate. They believe that chocolate is the causes of obesity. Because of that, Chocolic as a chocolate confectionary in Indonesia tries to make a new innovation of chocolate that can change opinions of people that obesity is the impact from eat chocolate. So, every body can enjoy the pleasure of chocolate without afraid to become obese.

Frolic is a diet chocolate. Our company makes it to fulfill the wants of people that really like it. This chocolate is not made from sugar as the sweetener. So it contained less calories and don’t make teeth ache. As the replacement of sugar, frolic use honey to make the chocolate sweet. Beside of that, this chocolate has variety of flavors. They are banana, mocca, peppermint, rum, coffee and chocolate in one packaging. The composition of those flavors is directly imported from other countries that are the best importer of ingredients. For example the best coffee is from Arab. So the quality of this chocolate is guaranteed. Frolic is in star shape, to give psychological effect like a star. The packaging is made from can with special design to give exclusive impression and it recyclable so safe for the environment. This diet chocolate has big size and thick. So, it can satisfy the eater.

Beside of the strengths, Frolic also has some weaknesses. First, the price is relative expensive. It is because frolic use imported ingredients. Second, the way to eat it is a little difficult, because before we eat this chocolate, we should take out the chocolate from the can or packaging. And also many people are not surely like the new flavors. Frolic is dish up just with one size and the distribution is limited.

To produce the better chocolate, there is an opportunities that we can make new flavor of chocolate that is more ordinary so can make us easier to sell the product. After that, we can produce chocolate with different size and try to make the distribution network wider so it can make the product more famous and recognize by the public to increase the graphic sales and finally to get the profit for the company.

But to apply the opportunity, there are some threats that can burden to go forward or develop this company. Many competitors that come from own country or foreign country. If the number of competitor is increasing it can make us more difficult to get our target market. And other threat is about export-import. Instead of the expensive cost, the process to export-import is difficult.

NAME OF PRODUCT

Name of our product is Frolic.
Frolic is come from English language that means “play about in a lively way”, in simply words: we can enjoy our live.


Our products are made for diet person. So if the people consume it, they won’t think that it can make they become obese. Most of people think that the chocolate is the caused of obesity, but not with our product.

With that reason our company named this product, frolic. We must not think it will give effect if we consume the chocolate, so we can enjoy when we eat chocolate in our live.

TYPE OF PRODUCT

Type of our product is food.

NAME OF COMPANY

Our company is based in Indonesia. We see that the people of Indonesia is really not conscious about health, more over with the modern habit; most people tend to do everything quickly and instantly, and also in food. Then, it’s not surprising that food such as junk food is famous in all over the world. This condition is also happening globally in international. It can cause many illnesses.

Based on this case, our company tries to give more attention to this problem. Chocolic, a company that has a vision to give new opinion for the people about which food is and which one is not for consume?

One of a good and healthy food for consume is chocolate until now chocolate is categorize as a snack which is unimportant. It caused bad impact to our health.

Chocolic is a chocolate confectionary for those who wants try to change this opinion. We try to make an alternative food to fulfill people healthy that are chocolate. Chocolate is a healthy food and good to consume.

NAME OF PR CONSULTANT

Dixty Communications

TYPE OF EVENT

Press conference and Product Launching

TITTLE OF EVENT

The title of Chocolic Press Conference and Product Launching is l’ chocolate est moi (means: I’m the chocolate).

It comes from French language that means I’m the chocolate. We use French language because:

• Frolic is made for upper class where French can represent the high class lifestyle. And also French language can make us feel elegant when we hear it.
• In this event we want to show people that frolic is better than another chocolate because it is a healthy chocolate which contain low fat, low calories, and good for teeth and won’t case the obese. This is the new innovation for chocolate holic to consume that healthy chocolate.

'THE VELVET'

ABOUT US

Fulfilling the commitment of fifth semester in STIKOM – The London School of Public Relations, we are a part of mass communication batch X, have to conduct this kind of proposal of magazine gaining.

Now, just begin from such friendship we construct our team as a strong one, The Death By Chocolate. The name ‘The Death By Chocolate’ is inspired by one of the most famous chocolate restaurant that sometimes official partner ‘likely’ for us.

For us, each part of this semester have been very, amazing, they are enchanting. Enclosed by five members, Ziske Taufik, as a team leader and a graphic/layout designer, Febrina Elisabeth as a managing director and proposal handler, Cassandra Ethania as an pre – production manager, while Astri Yunelda is a post production manager and Teguh Yasa as a publishing director.

In conducting this kind of journalism art form, we all know that we are going face a lot of kind of troubles, but as students, we will always learn to carry out the best thing we can achieve.

Our motto is ‘We are learning, and will always learn to carry out the best.’ That also means from the very first few of work may be that we never dare to make a mistake. Making mistake for us is to know how to do some thing in the better way.

The highest appreciation for those, who struggle for this kind of production, is maybe a large amount of money, or the glorious awards. But if there are some readers that got even small path helping from this magazine, then as a learner, nothing more that will content us.

We would like to take this advantage to give my sincerest gratitude to all the people we are dedicated to this production. Almighty God, for let everything happen in our life, none of this will possible without Your Grace, Mr. Ernst Katoppo, as The Lecture of Print Media Production Workshop, Mr. Ferry Dafira, Our Parents who keep in giving understanding and their loves to us, and friends that for ever will be there provide us always the nice support ever.

THE MAGAZINE – The Velvet

The velvet is a magazine that exclusively made for Aman Resorts, a world wide known hotels and private resort. Just like the denotative meaning of velvet, The Velvet will bring you into something that reflects the over all of Aman resort. Published within three months, The Velvet provides you some classy article, about self – knowledge and personal high dedication.

Some article such as the heritage which will guide you into the traditional generation to generation culture, the philosophy which originally written by Khalil Gibran or the residence will may you find only in The Velvet.

The Velvet’s designs are made as classy as might, according to the Aman Resort’s target audience that’s consequently exclusive.

Based on the choosen material and article, we hope that this magazine will provide the indeed information of Aman Resorts and can complete the leisure that Aman’s guest hopes can be found in Aman.

SWOT ANALYSIS

Strength
• The Velvet is a magazine that well specialized that shows the image of exclusiveness.
• The layout, design, and article are very well integrated, that comes to support the image of Aman Resort it self.
• Has a really specified target audience that might us to reach them easily.
• Gaining the classy image of Aman Resort.
• Gaining more income and audience interest in Aman Resort.

Weakness
• The range of the target audience is too small
• Will spending a bit large cost to publish something exclusive
• Actualize the Velvet will contribute Aman the stronger image, not direct income.

Opportunity
• Some of Aman’s competitor has not published any image builder magazine yet.
• The Specialize target audiences of Aman Resort help us to publish something that shoot directly to the point.

Threats
• Some of guest might not have much time to read this publication (some of them are celebrity, business owner and those who has no much time to spend.)