{"id":50,"date":"2015-05-30T12:01:19","date_gmt":"2015-05-30T05:01:19","guid":{"rendered":"http:\/\/international.binus.ac.id\/marketing\/?p=50"},"modified":"2015-05-30T12:01:19","modified_gmt":"2015-05-30T05:01:19","slug":"business-management-and-marketing-programs-serial-lecturing-the-story-behind-the-brands","status":"publish","type":"post","link":"https:\/\/bbs.binus.ac.id\/bmm\/2015\/05\/business-management-and-marketing-programs-serial-lecturing-the-story-behind-the-brands\/","title":{"rendered":"BUSINESS MANAGEMENT AND MARKETING PROGRAM\u2019S SERIAL LECTURING: THE STORY BEHIND THE BRANDS"},"content":{"rendered":"

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In the past, a brand\u2019s mastery over any given market might have been common. Nowadays, things have changed. Brands have popped up one by one to meet increasing demands for various products. One of which is coffee. Coffee brands with many varieties from different parts of the world have flooded the market, including here in Indonesia. Finding a place in the consumers\u2019 hearts is the best strategy to beat off stiffening competition.<\/p>\n

This was revealed during BINUS INTERNATIONAL\u2019s Business Management and Marketing Program public lecture titled \u2018Branding Strategy by Nestle, a Multinational Company Experience\u2019, at the JWC campus, on May 21.<\/p>\n

The main speaker at the event was Indrasena Patmawidjaja (also known as Dede), PT Nestl\u00e9 Indonesia\u2019s Business Executive Manager. On this occasion Dede shared Nestl\u00e9\u2019s experiences in marketing strategies. He also offered an analysis of Nestl\u00e9\u2019s branding strategy in Indonesia\u2019s mature coffee market.<\/p>\n

Broadly speaking, Dede stated that his company\u2019s coffee brand offers the experience<\/em> of drinking coffee, not just attractive packaging. In his opinion, coffee consumers now form a saturated market because they so many brands to choose from.<\/p>\n

\u201cConsumers are bored with coffee products\u2019 advantages. All of the products offer them. So, what we do offer is the story or experience of drinking a cup of coffee made of our products. If consumers fall in love with the story, they will like the product,\u201d said Dede.<\/p>\n

Dede drew on an example of Apple\u2019s products. He believes the majority of Apple users are interested in using the product because of the story or meaning within the brand. Apple users feel proud of their products.<\/p>\n

Furthermore, as Dede stated, to make a product with a story that attracts consumers, a manufacturer has to do product research first and then study the market\u2019s responses and consumers\u2019 expectations toward the product. Based on the results, great ideas or other unique things will emerge and can be used as a \u2018weapon\u2019 to conquer the market.<\/p>\n

\u201cThe story that is generated will include experiences as well as the characteristics of the brand. The better the story, the higher the brand\u2019s value,\u201d said Dede.<\/p>\n

After getting an appropriate storyline, the next task is framing the story with an attractive packaging. Not only interesting, the story should also be presented to consumers in a timely manner and in accordance with their wishes.<\/p>\n

Dede also mentioned that Nestl\u00e9 has a framework of ideas that are different from other brands. It advances the elements of health and goodness in life. Based on the framework, the idea is then applied into production processes until it is in the consumers\u2019 hands.<\/p>\n

After delivering the product \u2018packed in\u2019 story to consumers, the next task is maintaining a base of loyal consumers who use the product. To that end, the manufacturer should pay careful attention to its service and product quality that must be maintained, if not improved from time to time. \u201cIf consumers get a different experience from their expectation, then it is likely that they will not perceive the story. Or even worse, they will leave the product,\u201d said Dede.<\/p>\n

\u201cStudents can learn to develop professional capabilities in making marketing decisions or management from people like Pak Dede. Hopefully, after graduating they will be capable of working in a multinational company\u201c, said Augustine Nicolaas Hillebrandes Oroh, \u00a0<\/em>head of the undergraduate program of Marketing at BINUS INTERNATIONAL.<\/p>\n","protected":false},"excerpt":{"rendered":"

In the past, a brand\u2019s mastery over any given market might have been common. Nowadays, things have changed. Brands have popped up one by one to meet increasing demands for various products. One of which is coffee. Coffee brands with many varieties from different parts of the world have flooded the market, including here in […]<\/p>\n","protected":false},"author":1,"featured_media":51,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,1],"tags":[],"class_list":["post-50","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/posts\/50","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/comments?post=50"}],"version-history":[{"count":0,"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/posts\/50\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/media\/51"}],"wp:attachment":[{"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/media?parent=50"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/categories?post=50"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/bmm\/wp-json\/wp\/v2\/tags?post=50"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}