Perkuat Pasar Global, Mayora Masuk ke Drama Korea, Kok Bisa?

Summary

In an interview with Ricky Afrianto, Director and Global Marketing Director of Mayora Group, the company discusses its resilience amid global challenges, including inflation and supply chain disruptions. Mayora’s strategic use of K-Drama promotions for its Kopiko brand has boosted global recognition, contributing to strong growth in both domestic and international markets. Despite rising costs, Mayora has maintained product quality and continued advertising investments. This approach has led to a 12% growth in 2022, demonstrating the company’s ability to adapt and thrive during economic turbulence while staying committed to its global market expansion.

Takeaways

• 😀 Mayora Indah Tbk has effectively used Korean drama to promote its products, such as Kopiko, both locally and globally, tapping into the global popularity of K-dramas.
• 😀 In 2021 and 2022, Mayora achieved significant sales growth, with a 9.3% increase, reaching 14.37 trillion IDR.
• 😀 The strategic collaboration with Korean dramas, including 'Vincenzo,' 'Main,' and 'Hometown,' has significantly boosted the popularity of Mayora's Kopiko brand internationally.
• 😀 Mayora Group has seen a 12% growth during the first nine months of 2022, despite facing challenges such as geopolitical instability and rising production costs.
• 😀 The company views its brand positioning in global markets as a source of national pride, as it strengthens Indonesia's presence abroad.
• 😀 Mayora is committed to maintaining high product quality and leadership in the market, even amidst rising production costs and inflation.
• 😀 Despite global challenges, such as rising fuel prices and inflation, Mayora has managed to maintain strong performance by continuing to invest in marketing and brand promotion.
• 😀 Mayora's products, especially FMCG items like biscuits and wafers, have remained resilient during the pandemic recovery phase and continue to show positive demand.
• 😀 In response to the global energy and food crises, Mayora has adjusted prices to maintain profitability while ensuring product quality and value for customers.
• 😀 The company believes that staying active in advertising and promotional activities, even during tough times, is essential to maintaining consumer trust and market leadership.

Q & A

What role has Mayora's marketing strategy played in the company's growth over recent years?

Mayora's aggressive global marketing strategy, particularly through collaborations with Korean dramas, has significantly enhanced brand visibility both in domestic and international markets. This has helped strengthen the position of products like Kopiko in over 100 countries.

How has the popularity of Korean dramas influenced Mayora's marketing approach?

The rising global popularity of Korean dramas, especially on platforms like Netflix, has been key in Mayora’s decision to promote its products through these shows. The company believes that aligning with this trend has allowed them to expand their reach and strengthen brand recognition in markets where Kopiko is already present.

What are the reasons behind Mayora’s decision to use Korean dramas for product promotion?

Mayora’s decision was based on three main reasons: the global reach of its product, the booming popularity of Korean dramas, and the synergy it creates by showcasing an Indonesian brand on a global platform, which strengthens the country’s image in international markets.

What impact has the use of Korean dramas had on Mayora's product sales?

The impact has been positive, with the brand experiencing increased popularity not just in Indonesia, but also in other countries where the Korean dramas aired. This strategy has boosted sales and strengthened brand recognition.

How has the global geopolitical instability and rising raw material costs affected Mayora's performance?

Mayora, like many companies, has been impacted by global geopolitical instability and rising raw material costs, which affected their performance. However, despite these challenges, the company saw growth, with a 12% increase in sales during the first nine months of 2022.

How does Mayora cope with rising costs and supply chain disruptions?

Mayora navigated rising costs and supply chain disruptions by maintaining a strong commitment to quality and adjusting prices when necessary. The company also ensured consistent marketing efforts to maintain consumer trust and demand.

In what ways has Mayora adjusted to inflation and rising costs, while still maintaining profitability?

Mayora adjusted by raising prices to counteract inflation and higher raw material costs, while focusing on maintaining product quality. The company also made sure to continue investing in marketing and promotions to keep the market engaged and ensure profitability.

What strategies have helped Mayora maintain its market position during the global economic challenges of 2022?

Mayora focused on three key strategies: maintaining high product quality, continuing aggressive marketing efforts, and investing in brand image. These efforts helped the company grow even during the global economic downturn.

What sectors within Mayora's product range saw growth despite global economic challenges?

Despite global challenges, Mayora saw growth in categories like biscuits, wafers, and chocolates. The company experienced double-digit growth in these sectors both domestically and in international markets.

How has Mayora adapted to the ongoing inflationary pressures in Indonesia and globally?

Mayora has adapted to inflation by focusing on value for consumers while keeping prices competitive. The company has also made strategic price adjustments, ensuring that despite price hikes, the quality and demand for their products remain strong.