People Innovation Excellence

DATSUN Returns to BINUS BUSINESS SCHOOL with Recipe for Innovation

Head of Datsun Indonesia, Indriani Hadiwidjaja, SE, MStratMark, graciously shared her knowledge of how creative marketing could make use of opportunities and challenges in order to meet the demands of modern society. She did this at the event ‘CMO Chat with Nissan Motor Indonesia’ held on 10 February at the BINUS Senayan campus.

“Datsun has returned to the automotive world. It now has a strong emphasis on the young, stylish, modern, energetic and fresh customers. This is a reimagining of the brand after the name Datsun was changed to Nissan back in the 1980s,” Indriani explained. Indriani was previously General Manager of Marketing & Communication Strategy of PT Nissan Motor Indonesia.

Dr. Andy Lunarjanto (Faculty Member, School of Marketing, BINUS BUSINESS SCHOOL) acted as the moderator in the event, which discussed in depth the latest innovations Datsun is bringing to the automotive industry. It is important to note that Datsun is not here to support Nissan directly, but rather to complement the brand. With aggressive designs and dependable automotive technology from Japan, Datsun returns ready to take on the challenge of winning the hearts of young people. This demographic, aptly dubbed ‘RISERS’ for their dynamic and optimistic characteristics and for their strong determination to realize their dreams and wishes, are Datsun’s target market. Nissan, on the other hand, is targeting professionals and executives.

“In its history, Datsun had managed to achieve success in America and in Japan, ever since the brand’s inception in 1931. With its comeback, Datsun is determined to penetrate the automotive markets of South Africa, India, Russia and Indonesia.  In Indonesia, there is a culture where young people are attracted to cars with reasonable prices. Datsun is set to release the Datsun GO and GO+ in Indonesia,” she said.

With the format of knowledge-sharing, CMO Chat is one method of learning applied at BINUS BUSINESS SCHOOL to support the School of Marketing. The event invites Chief Marketing Officers or top level management of multinational or international companies. Here, the guests share their experience and knowledge of the world of marketing, especially those that the participants can readily apply at their own places of work.

“Knowledge-sharing is one learning method, which is efficient and out of the textbook. This method is applied at BINUS BUSINESS SCHOOL to help produce innovative leaders. Hopefully, participants get meaningful and beneficial knowledge which they can apply at their workplace,” said Firdaus A. Alamsjah, Ph.D (Executive Dean, BINUS BUSINESS SCHOOL). (KF)


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