People Innovation Excellence

Workshop with Procter & Gamble: Brand Management 101

JWC Campus – In order to stay updated with the latest industry development, Business Management and Marketing program of Binus University along with Procter & Gamble (P&G) Asia Pacific organized a seminar and workshop, “Procter & Gamble: Brand Management 101 Workshop P&G Asia Pacific”, which had Senior Marketing and Brand Manager P&G Asia Pacific Aldrich Gopal as the speaker on Tuesday (5/31) at JWC. This event is in line with Binus International learning experience concept which includes global experience, innovative mindset and being relevant within the industries.

“This event is a result of our long term partnership with P&G. The focus is to coach our students in order to be a real professional, which means they can understand the situation within a proven and globally consistent multinational company. Further, it helps the students to know international issues, especially in business and management. They can also learn to understand how P&G make plans and implement business and marketing strategies which fit the market,” said Head of Undergraduate Program of Marketing, Faculty of Business of Binus International Agustinus Nicolaas Hillebrandes Oroh (Nico).

Talent Practice Manager P&G Home Products Indonesia Reuben Adriel Yoshua said that the event is also a good opportunity for P&G to reintroduce their brands to millennial generation. In addition, the seminar is a great way for P&G to scout potential talents to join their company. Binus International alumni are considered among the best choices to give significant impact towards P&G development in Indonesia. “We already have several Binus International alumni in our ranks and their works are remarkable. Therefore, we can use this event to find other potential future workers from Binus International,” he said.

Similar with Reuben, Nico also acknowledges that this seminar is P&G’s method to find their future professionals. “During the workshop, P&G’s representatives can assess which students show their potential. If there’s any, the students will be offered an internship and the possibility of being hired as full-time worker,” he said. Nico also explained that Binus has been organizing similar events and establishing partnership with multinational companies since two years ago. He adds that this is an effort from Binus International to bring international and valuable experiences for their students, which involves presenting the ideas of best practice from multinational companies.

Meanwhile, Aldrich Gopal shares his views on how to establish successful brands. He argues that in order to create a brand, the fundamental base is to do a thorough research regarding the markets’ landscape of a certain brand. The next step is creating detailed strategies to determine the method of conquering the market as well as building the customers’ awareness towards the offered brands. During the seminar, the students received the materials before divided into several groups to work on case study about P&G brands. After the workshop, the students are expected to understand how to build brands like P&G.



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