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Taking Off with Flighting: How Marjan's Cyclical Advertising Strategy Soared in the Indonesian Marke



Marketing is an ever-evolving field with new techniques and strategies emerging every day. One such strategy that has been gaining traction in recent years is flighting. Flighting is a marketing strategy where a brand advertises heavily for a short period, followed by a period of little to no advertising. This cyclical approach to advertising allows brands to maximize their reach while minimizing costs. One brand that has been successfully implementing flighting as a marketing strategy since 2005 in Indonesia is Marjan, a popular syrup brand.


Marjan is a well-known syrup brand in Indonesia that has been in operation for over 40 years. The brand is known for its diverse range of flavors and affordable prices. Despite being a popular brand, Marjan has faced stiff competition from other syrup brands in the market. To stay ahead of the competition, Marjan began implementing the flighting strategy in 2005.


Marjan's flighting strategy involves advertising heavily during key periods of the year, such as Ramadan and other major festivals in Indonesia. During these periods, Marjan invests heavily in advertising, with the goal of maximizing brand exposure and increasing sales. After the festival period ends, Marjan scales back its advertising efforts to minimize costs until the next festival period.


Marjan's flighting strategy has been highly successful in Indonesia. By focusing its advertising efforts during key festival periods, Marjan has been able to maximize its reach and connect with its target audience. Additionally, by minimizing its advertising efforts during non-festival periods, Marjan has been able to reduce costs while maintaining brand awareness.


Another key aspect of Marjan's flighting strategy is its use of targeted advertising. Rather than investing heavily in broad-based advertising campaigns, Marjan focuses its efforts on specific demographics that are more likely to purchase its products. For example, during Ramadan, Marjan targets Muslim households that are likely to purchase syrup for use during iftar, the meal that breaks the fast during Ramadan.


Overall, Marjan's flighting strategy has been a major contributor to its success in Indonesia. By leveraging targeted advertising during key festival periods, Marjan has been able to maximize its reach and connect with its target audience. Additionally, by minimizing its advertising efforts during non-festival periods, Marjan has been able to reduce costs while maintaining brand awareness. For other brands looking to implement flighting as a marketing strategy, Marjan's success is a great example of how it can be done effectively.


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