People Innovation Excellence

In Depth inthe World of Marketing at BINUS BUSINESS SCHOOL: CMO Chat With Ricky Afrianto of Mayora Indah Tbk

“Marketing is one of the biggest and the longest battles in human history. The bad news and the good news? It’s a never ending battle and a never ending journey.”

The world of marketing is an exhaustive topic to discuss. This was expressed by Ricky Afrianto, Global Marketing Director of PT Mayora Indah, at CMO Chat at the Senayan campus, on May 5.

Carrying the theme ’Leadership Through Power Brands’, the CMO Chat discussed the efforts of Mayora as a local producer of foods and drinks to dominate the national market. Not only that, the company, founded in 1977, has even penetrated the international market and had its leading products in several Asian countries. It has been a public company since 1990.

It is not an overstatement by Ricky, who has been working in the marketing side of the food industry for years, to say that marketing is a struggle. Ricky has experienced first-hand the dynamics of the industry, forcing him to meet the challenges and come up the winner. The success of Mayora at the national and international level is in part due to Ricky’s role in the marketing department. Despite his short period in the company – a mere two years – he has played an important role in the company’s progress.

At the event, Ricky stressed the importance of innovation and the sensitivity to the needs of the market for marketing a product. He repeatedly reminded the participants that market continues to change. The advancement of information technology also affects the changes. Yet, Ricky also said that some things remain the same, which the industry needs to pay attention to.

“Needs and wants won’t change. Each consumer always needs and wants. This is what we should always remind ourselves of, as marketing people,” said Ricky to answer one question from a participant.

Ricky talked about his experience in marketing, along with all of the twists and turns, casually but clearly.The packed event was attended not only by students of BINUS BUSINESS SCHOOL, but also by the public, communities and marketing practitioners. Knowledge-sharing such as this is often as a way to help the students get closer to industry players who have experience they can share. It is expected that students get to learn a lot from the lessons and experiences shared by the guests. (RAW)

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