Re:thinking Marketing

The Taste of Thai

Business as usual....

We all heard about what is happening in Thailand. Yes. Bloodless Coup.

Thailand is indeed one hell of an amazing country.

Coup in the country....Dance in Jakarta...

I went last night to a very special event, "the Tase of Thai" organized by the Embassy of Thailand at Intercontinental Hotel, Jakarta

...here is a picture with the ambassador of Thailand...

New Jupiter Z Launch @ JHCC

Last Saturday, I was invited to see the launching of Yamaha New Jupiter Z at Jakarta Convention Centre.

Marrying Tom & Jerry

Salesforce and Marketers both are like Tom & Jerry. That's why i chose the topic "Integrating Sales & Marketing" for my monthly workshop last weekend. If the two company's functions can be integrated and synergized, then it means profit for the company.

The thing is it is salesforce that needs to understand marketing, not the other way round. (Rrrrr, really hope you agree on this). Sales needs to use marketing techniques such as Segmentation and Targeting to boost their performance. Why? Because all customers are not created equal. Segmentation-Targeting is the strategy so that salesforce don't get too "overmotivated but understrategized like a running bull."

Salesforce also need to understand in which life-cycle stage is the product they're to sell, as different stages need different kind of selling and other tactical approach.

What do you think?

Taufik on Dr Soni's Lecture

My colleague, Taufik, has just told me how excited he was after receiving a valuable lecture from my long time friend, Dr Soni.

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A One Day Program with Dr Soni Soenaryo

Situation at MarkPlus Campus was very different on last Saturday, January 28, 2006. For the last 9 months, MarkPlus Institute of Marketing (MIM) has organized a lot of programs at this campus, from regular programs to a special program that featured the inventor of Economic Value Added concept Joel Stern. So, what make last Saturday program different? For the very first time at a MarkPlus Campus classroom, all of participants –total 23- were MarkPlus researchers. This was unusual situation at MarkPlus Campus’ classroom.

From World Economic Forum Annual Meeting 2006

Check this out: Global Brands Go Local

"Douglas Holt, L'Oreal Professor of Marketing, Saïd Business School, Oxford University, United Kingdom, suggested that global branding has separated into two brand strategies. The base strategy, he explained, is based on the "globalness of a brand – it's a cachet of success in big global markets". These brands are seen as global symbols of modern middle-class culture, he said. "Another game is going deeply local," he observed. This allows the brand to develop indigenously. Holt said the developing world already sees much of this strategy and it is increasingly successful."

"Michael S. Dell, Chairman of the Board, Dell, USA; Member of the Foundation Board of the World Economic Forum, suggested there is a difference between global brands and global brand strategy. He described his company's experience in China where they discovered that the concept of direct sales is equated with a pyramid scheme. In Germany they found consumers are reluctant to call them on the telephone, but instead prefer to send a fax."

The discussion raised other issues, including:

· Local brands everywhere are now aspiring to leave their geographical limits and go global, e.g., the success of Samsung and Hyundai.

· CSR (corporate social responsibility) is no longer just about how a company operates in a country, but now includes the product itself, e.g., the obesity problem.

· Sectors where studies have indicated consumers put relatively little value in a brand are tending to experience consolidation, e.g., financial services.

· The value of a brand that shares the same name as a family or founder depends upon how that individual is associated with the success and purpose of the company. Dell, for example, said he had never intended to name the company after himself.

Any comments?

Forum Testimonial

Last night, I hosted MarkPlus Forum in Semarang. After presenting "Marketing in 2006: Indonesia & Beyond" and closed the forum with a video clip: "This Land is Mine" I received a nice comment from Forum member:

Dear Mr Hermawan,

What a wonderful video clip I just saw in the Forum. It gives such inspiration to build this nation to the highest level.

Just now when we had some discussion, I forgot something I need to tell you since long time ago. 11 years ago, when I founded my company, I had not yet finish my degree in civil engineer. With some guts (“Bondo Nekat” as the capital), I encouraged myself to give marketing consultancy to clients (developers), by using your book as the guidelines. I once got 50 mln rupiahs (that time in 1994) for a 1-month project, which I still think quite a price for a university student. I have been lucky enough considering sales have been so good. And each time I thought the crazy guts I had then, I always want to smile or not laugh.

Thanks a Lot. Although it’s a bit long delayed, after all these 11 years.

GROWING TOGETHER

Lina Soeratman.

Marketing in 2006: Indonesia and Beyond (for free)

Click here to download the pdf version of my presentation @ MarkPlus Forum this month on "Marketing in 2006: Indonesia and Beyond"

Merpati: God Bless You.

I left Jakarta for Bandung at 11.50 today. I took Merpati flight and everything was running smooth, not to mentioned my speech at ERA National Annual Gathering at Hyatt Regency Hotel, Bandung.

So anyway, after job done in Bandung, I headed back home to Jakarta, arrived in Bandung airport at 15.40. My flight to Jakarta should leave at 16.00 hrs.

And guess what? The counter was already closed. Larasati, my branch manager checked with Merpati staff, who simply told us: "How come you’re late...?" Huh...Late..? Actually it was still 20 minutes to go.

After arguing about 15 minutes, we then realized that Merpati had cancelled its last flight to Jakarta.

The Merpati officer argued, "We already asked our counter staff in Jakarta to let you know about this..and we already tried to contact your assistant Cicil, but failed... that’s why we actually have booked you Deraya flight at 15.30....but unfortunately you are 10 minutes late..."

Yes, perhaps they did that. But I did not hear anything about the cancellation from Jakarta counter. And my assistant Cicil did not get the message saying I was booked for Deraya flight half of an hour earlier.

Finally, I went back to Jakarta by car with my fellow consultants who happened to meet client in Bandung.

I was very disappointed with Merpati for sure. But there are some reasons, I did not want to complain. One, no point to argue with the Merpati Bandung staffs. After all, they are not policy makers. Two, Merpati is a losing state-owned enterprise with so many problems. Last but not least, the CEO is my friend, A smart guy who used to be the CEO of one GE company in Indonesia...Hope all Merpati customers are like me.

God bless Merpati. :)

Pertamina Bina Medika

This afternoon, our MIM Campus has special guests from Pertamina Bina Medika, the subsidiary of Pertamina, operating in the health care sector.

(from L-R: Dra Hilda Zaenal, MBA; dr. Slamet Effendy, MKes, dr. Moch Isnaini, MKes.)

For me, it is interesting to see how enthusiastic they are about branding. And not just that, they are well aware with the fact that a good brand must be a reflection of a company's vision, mission, values, not only a Logo with a Slogan...

Maglev: The fastest train in the world

Yes. It is faster than Sin Kanshen in Japan. Faster than Eurostar in Europe.

Max Speed 431km/hr.

It only needs 7 min 20 sec from Putong Airport to Shanghai city.

Ticket? RMB 80 for regular and RMB 100 for VIP. (USD 1 is RMB 8).

You see my picture of TV Public Phone at Shanghai Airport..I have never seen such things like that before….