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Credits
About Prenagen
Prenagen is a pioneer in formula milk specifically designed for pregnancy and breastfeeding. Through its high-quality products, Prenagen is committed to supporting mothers throughout their pregnancy journey, from pre-pregnancy preparation, during pregnancy, to the breastfeeding period. With a strong commitment to creating a better Indonesia, Prenagen continues to innovate and launch educational campaigns to help mothers in Indonesia stay healthy and meet the essential nutritional needs of their little ones.
Lead the digital competition in the formulated milk industry.
Increase brand awareness in digital competition.
Project Goals
SWOT Analysis
Strengths
Product Quality: Prenagen has a reputation for producing high-quality prenatal and maternal nutrition products that meet the nutritional needs of pregnant and breastfeeding women.
Brand Recognition: Prenagen is a well-known and trusted brand in the field of maternal nutrition, which can be a significant competitive advantage.
Product Variety: Prenagen offers a wide range of products that meet various nutritional needs during pregnancy and breastfeeding.
Distribution Network, Prenagen has an extensive distribution network, including pharmacies, supermarkets, and online platforms, making its products easily accessible to consumers.
Weaknesses
Price Sensitivity: Some Prenagen products may be considered relatively expensive compared to generic prenatal supplements, potentially limiting their market reach.
Competition: Prenagen products may not be widely available in certain regions or countries, limiting access for potential customers.
Dependency on Health Trends: The brand's success is closely tied to health and wellness trends. Shifts in consumer preferences or controversies related to maternal nutrition could impact sales.
Opportunities
Product Innovation: Continuing to develop new and innovative maternal nutrition products can help Prenagen remain competitive and meet the evolving needs of its customers.
Online Sales Growth: The e-commerce trend offers opportunities to reach a wider customer base through online sales and digital marketing strategies.
Health and Wellness Trends: As consumers increasingly prioritize health and wellness, Prenagen can position its products as essential to maternal health by capitalizing on this trend.
Threats
Competition: Fierce competition from both established and new entrants in the maternal nutrition market can lead to price wars and erode market share.
Economic factors: Economic downturns or fluctuations in consumer spending can affect consumers' willingness to invest in premium maternal nutrition products.
Consumer perception: Controversies related to maternal nutrition or company products can damage brand reputation and erode consumer trust.
Product SWOT Analysis
Price Comparison
Conclusion
Based on the results of the comparative analysis, it was found that Prenagen is still superior to other competitors in terms of product and brand awareness. Prenagen's product superiority can be seen from how they always carry out cutting-edge innovations for their products, as evidenced by the fact that Prenagen currently has formula milk products for mothers before pregnancy, during pregnancy, and after pregnancy. Additionally, Prenagen's advantage in terms of brand awareness can be seen from the number of followers on social media. Prenagen has 392k followers on Instagram, Anmum has 74k followers, and SGM Bunda has 45k followers.
However, in terms of digital competition, Prenagen still lags behind its competitors like Anmum and SGM Bunda, which have more followers on e-commerce platforms. This indicates that Prenagen still needs a digital marketing strategy that can position it as the top infant formula brand for pregnant women in Indonesia.
Data Results
Prenagen products in supermarkets are placed in the middle of the shelf or at eye level (or just below) to increase sales.
Prenagen products can be found in both supermarkets and minimarkets, making them easily accessible.
Observation
Most of the target market (aged 25-35) is already familiar with Prenagen.
Most of the target market says that Prenagen is the number one formula milk brand and feels that Prenagen is a trusted brand.
Most of the target market has purchased Prenagen products offline (directly from stores), but has never purchased them online.
Most of the target market only knows about Prenagen's Instagram and is unaware that the brand has its own website.
Most of the target market says that an attractive app is one with a trendy yet simple design, making it easy to use.
Most of the target market says that features such as reminders, fertility calendars, and pregnancy calculators would be very useful.
Most of the target market says they prefer to get information on social media because it is the platform they use most frequently.
Insights
Creative Brief
Despite having high sales figures and brand awareness, Prenagen still lags behind its competitors in the digital market.
Problem
Prenagen is the first brand of formula milk for pregnant women in Indonesia, so it has been well known to the public for a long time. However, Prenagen's awareness level in digital media still needs to be developed in order to increase online sales.
To increase brand awareness digitally, Prenagen wants to bring a new digital concept where Prenagen is present as a friend for mothers who will accompany and help them every step of the way during pregnancy. By building this concept, Prenagen wants to build an emotional connection with its target market, which will drive an increase in brand awareness.
To realize the above concept, Prenagen will design a multifunctional application that serves as a source of information for mothers about pregnancy. The application will offer various features to help mothers during their pregnancy, such as a pregnancy calendar and pregnancy calculator.
Solution
Prenagen targets young married women in Indonesia aged 25-35, whether they are already pregnant or still trying to conceive.
For pregnant women who need additional nutrients, Prenagen is a brand of formula milk that offers innovations suitable for mothers who are planning to conceive, are currently pregnant, or have just given birth.
Segmentation
Targeting
Positioning
User Persona
Customer Touchpoints
Nadia Rachel
Chintya Putri
Sri Dewi
Target Market Insights
The discussion forum feature for pregnant women can certainly help the target audience exchange information about what nutritional supplements their babies need and what vitamins mothers should take as additional nutrition. In addition, the target audience can also ask questions about how to use the features in the app and get tips on exercising to keep mothers healthy and fit.
One of the biggest reasons why the target market does not buy Prenagen products online is the fear of counterfeit products and unsafe delivery. Therefore, in designing the application, Prenagen will provide various guarantees to ensure that the products that reach consumers are 100% safe and secure. These guarantees will address consumers' concerns and convince them to buy Prenagen products online.
It has a reminder feature to remind pregnant women to consume pregnancy milk. In addition, this feature can also anticipate conflicts between the consumption of pregnancy milk and vitamins that will be consumed later. The reminder feature and other features are designed to be attractive, simple, and easy to understand.
The information media on the Prenagen app can help the target audience during their pregnancy. Based on the interview results, the target audience prefers educational and relatable information media in the form of short videos and articles.
An Application in the Form of a Discussion Forum
Buyer's Guarantee
Milk Reminder Feature
Information Media
Design Communication Strategy
Designing applications to increase brand awareness and online sales
Designing applications to help mothers throughout their pregnancy, from start to finish and beyond.
Key Ideas
Key Messages
“Your friend in every step”
Prenagen wants to be a friend who accompanies mothers every step of the way during their pregnancy.
User Statement
Cynthia is an employee at a startup company who is trying to balance her pregnancy with her work, so she needs a medium that can help and make it easier for her to go through her pregnancy.
Development
Statement
Designing an application that aims to accompany mothers through every step of their pregnancy by providing various pregnancy features that can help facilitate and encourage the pregnancy process from start to finish and beyond.
User Journey While Buying Product
User Journey While Using the App
Flowchart
Information Architecture
Low Fidelity
Stylescape
Moodboard
Final Prototype!
Reflection & Suggestion
It is advisable to improve our teamwork and the research strategy to emphasize the user needs. Not only that, it would be better if we explore the visual styles more.
Duration
Mobile Application:
Prenagen
UI Designer
Team
4 months
Elsa Kwan
Felicia Natania
Gwenn Devin
Graphic Designer
