sharing two

Marketing Club Partner Event:

BRANDING DELIRIUM

JOIN NOW! Only 9 Remaining days to Register

Friday, April 18th 2008

@ Capitol Hall, Manhattan Hotel - Jakarta

from 13.00 up to 20.00

>> Introduction " What's hot in Brandster Indonesia: brand believer's forum? "

- share the same passion. di Brandster, anda tentunya akan bertemu dengan para

brand believers yang sangat antusias mengenai branding, baik dari sisi visual atau

strategi praktis, dari berbagai kalangan dan latar belakang. Brandster berdiri dari satu

keyakinan bahwa "branding is not about budget, it's about passion & creativity"

- inspiring showcase. di Brandster, selain dilengkapi dengan tools praktis untuk proses

implementasi, juga banyak membahas berbagai case penting, baik lokal maupun global.

ditampilkan secara entertaining dengan berbagai contoh visual yang kokoh.

- bird's eye view. di Brandster, narasumber adalah para praktisi yang melihat dinamika

branding dari sisi analisa dan membekali peserta dengan formula praktis yang bersifat

universal. bukan praktisi produk/jasa tertentu yang proses implementasinya seringkali

sangat berbeda saat diterapkan pada produk/jasa lain.

- networking session. di Brandster, anda tidak akan datang dan pulang with nothing.

selain seminar kit yang komprehensif, Brandster selalu menyediakan networking session

saat break dan dinner.

>> The event "Branding Delirium"

1) "Measuring Branding Effectiveness" by Sumardy (Octobrand Indonesia)

Dinamika branding telah menjadi salah satu strategi penting bagi siapapun untuk

memantapkan identitasnya di masyarakat, mulai dari yang paling personal hingga

mass product. Setelah berbagai aktivitas branding dipraktekkan, pertanyaan penting

kembali pada "how to measure its effectiveness?". Dalam sesi ini, peserta akan dibawa

pada analisa praktis dan tools untuk kepentingan tersebut.

2) "Elevating Singapore Brand Value" by Mark Phooi (First Media Group Singapore)

First Media yang sudah aktif selama 17 tahun di Singapura akan share berbagai hal

penting yang membuat berbagai brand internasional berposisi kuat, sekaligus mengajak

peserta untuk mencermati berbagai strategi bagaimana brand Singapore berdiri kokoh

hingga sekarang.

3) "Branding Vs. Marketing" by Danny Wirianto (Semut Api Colony)

Sesi ini bukan bertujuan mengajarkan peserta perbedaan branding dan marketing, tapi

lebih advance kepada suatu fresh insight menyikapi kondisi pasar yang sangat cluttered.

4) "Tactical Formula of ReBrand, ReLaunch and ReBranding" by Daniel Surya (Brand Union Indonesia)

Tanpa perlu disebukan satu per satu, sering kita amati berbagai brand di sekeliling kita

yang kurang mantap dalam proses peremajaannya, terutama menghadapi pesaing2

baru yang lebih sexy, lebih agresif dan lebih nyleneh. Apa-apa saja yang perlu dihindari

saat melakukan ReBrand, ReLaunch dan ReBranding? Di sesi ini, peserta akan dibawa

pada point2 penting yang krusial saat proses peremajaan akan dilakukan.

5) "Play Globally Local or Locallly Global? by Jacqueline Thng (Brand Union Singapore)

Saat sebuah brand ditempatkan di masyarakat, berbagai persepsi akan segera tercipta.

Di sesi ini, peserta akan dibawa pada paparan tentang apa saja formula penting saat

sebuah brand akan dibawa ke kancah internasional. Apakah bermain global dengan

membawa keunikan lokal? Ataukah bermain lokal dengan membawa image "ini barang import"?

>> The mavens at a glance.

1) Sumardy (Head of Consultant, Octobrand Indonesia)

Sumardy is a Head of Consultant of Octovate Consulting Group that comprise of brand

consultancy, creative marketing consultant, consumer insight and training company. He has

extensive years of consultancy experience in the area of brand marketing, strategic

marketing, creative marketing and delivers lot of public seminar and trainings to various

companies and industries.

Marketing & Branding Strategy Development (Selected clients: BRI, Bank Niaga, Trimegah

Telkom, Bakrieland, Premier, Bali Province, Department of Tourism Republic of Indonesia

Telkomsel, Indosat).

Founder & Moderator Marketing Club - A Home for Marketers

2) Mark Phooi (CEO, First Media Group Singapore)

During this 18 years’ span of business building, Mark has successfully trained, coached and

mentored more than 50 partners through his iconic ‘Design+Management’ practice.

Bearing a strong testimony to Mark’s brand of teaching methodologies, many of his ‘students’

have become successful business owners, now operating their own respective design

communication outfits in Singapore and across the region.

3) Danny Wirianto (Founder/CEO, Semut Api Colony)

Danny Wirianto has spearheaded the creation and formation of SemutApi Colony. He now

oversees its business and strategic development while keeping abreast of marketing and

technological innovations that affect the marketplace.

Danny Wirianto’s client roster includes Djarum Super, Hyundai Motor, Samsung, Sinar Mas,

LG, Anker Beer, Bank Niaga, to name a few. Danny Wirianto has held lead roles for project creation,

strategize and maintain client relationships. Often Danny Wirianto also contributes articles to

magazines and be a guest speaker to campuses and education seminars.

Prior to joining SemutApi Colony, Danny Wirianto held a variety of positions at Agency.com.

He led the initiative to open a joint venture office in Seoul, Korea. While at Agency.com, Danny

Wirianto was responsible for both in-house and client projects. He oversaw creative direction,

marketing strategy, information architecture and managed the projects from inception to deployment.

Danny Wirianto holds a BFA with honors from the Kendall College of Art and Design.

4) Daniel Surya (Country Director, Brand Union Indonesia)

Daniel who has agency and client-side experience, is the Country Director of The Brand Union

Indonesia & Brunei. Before joining The Brand Union, he was with Landor as chief of the country

and Program Director of Addison Design Consultants.

Now, with The Brand Union, Daniel is working on Bank Mandiri, PLN Batam, Merpati, Bintang Toejoe,

Dharmala Intiland, The Celup Sosro and many others.

Daniel is one of the architects in pioneering branding in Indonesia where he has helped a diverse

range of clients to re-brand & brand their corporation and products in Indonesia, Clients including

Astra International, Indofood, Bank Danamon, BNI, Bank International Indonesia, Astragraphia,

Trakindo, Aspira, Astraworld, Danone, LKDI, Sari Husada, JAS Airport Services, Unilever, Medco

Energi, Orang Tua Group, Indosat, Pertamina, Kalbe, Smart Telco and TVS motor are to name a few.

5) Jacqueline Thng (Managing Director, Brand Union Singapore)

Prior to joining The Brand Union, Jacqueline garnered some 17 years of strategic brand consultancy

experiences as Consulting Director of Lexis Branding (formerly Lexicon) and Senior Consultant /

Business Development Manager of Addison.

Jacqueline has led and consulted on a diverse range of corporate, consumer and retail branding

projects on both a global and regional scale, including Octopus Lifestyle Card for the Hong Kong

transport consortium of MTRC, KCRC and Kowloon Bus, Singapore Petroleum Retail Stations,

China Airlines, Fraser & Neave, Kao Corporation, P&G, Sara Lee Corporation, Vertu, CapitaMall

Trust, Danone Group, Bandai Japan, Motorola, SemCorp, Shangri-La Hotel, Pacific Century Group,

FairPrice, DelgroComfort, Allco (Australia), The Times Group, Lippoland, Bakrie, ABC Foods, Shell,

BP, Citibank, United Engineers and DBS Bank.

>> media partner

SWA Sembada, MIX Marketing Xtra, BUSINESSWEEK Indonesia, Majalah FRANCHISE Indonesia,

Majalah CONCEPT, Majalah BRANDNA, Majalah CAKRAM.

>> Community Partner

Marketing Club - marketing-club@yahoogroups.com

>> registration

biaya partisipasi : Rp. 600.000 / orang (seminar kit, 2x coffee break, dinner)

informasi / registrasi : +62 22 7071 8703 / 0819 3124 8200 / brandsterindonesia@gmail.com

payment account : BCA No. 346 141 9991 an. Agustinus Candra

WELL, BRAND BELIEVERS, MEET YOU ALL THERE!

Share some insights for you...

“Let’s be honest. We all claim to be going for
profit, but heads start rolling as soon as the market share drops by 0.1%. When
profit goes down by 20%, nothing happens.”


So, how we enhance our business performance without forgetting the profit? Here some lessons...



Lesson 1
Despite enormous cost
cutting efforts, the profit situation of most companies remains dismal. “Manage
for profit, not for share” must become the new paradigm.
A change in attitude
is necessary!

Lesson 2
Price is an extremelyeffective profit driver – in both directions. Price can generate huge profitsor devastate profitability. If possible, avoid price cuts. They may bring youmarket share, but they often destroy profits.
Do the math before
you touch the price!

Lesson 3
Value-to customer isthe essential determinant of price. Therefore, understanding and quantifyingthe value is critical for pricing and profit maximization.
Make sure you fully
understand the value-to-customer!

Lesson 4
Fundamentally speaking, it is possible to be successful with low costs
and prices. But only a few companies rise to this challenge. If you want to
make money with low prices you must trim your entire strategy chain
(production, marketing, culture) to frugality. Aggressive pricing requires not
only cost efficiency, but also a high marketing intelligence.

Lesson 5
The improvement of
pricing processes typically leads to margin increases of 2 percentage points.
The cases show that quick wins and high profit increases were achieved. Pricing
processes are industry and company-specific. A very thorough analysis and a
profound understanding of a business are necessary.
Improve and strive
for a deep understanding of your pricing processes!

Lesson 6
The re-organisation of
pricing processes must involve the entire strategy chain, including
controlling. Every step has to be checked for profit potential. There may be
hundreds of small improvements, the sum of which has a big effect.
Start with a pricing
audit!



Summary:

A radical profit improvement is required.

The first step: Change your attitude towards “Manage for profit, not for
share”!

Before you touch the price, do your math.

Adopt value pricing. This requires full understanding of the
value-to-customer.

An improvement of pricing processes increases margin by two percentage
points.

Quick wins/short amortisation is certain.

Roy Nelson
Business and General
Management Consultant
Nelson_roy@prosval.consulting