The Marketer of Global Chaser Brands - Ricky Afrianto Mayora Part 1

Summary

This transcript shares the personal journey of a marketer who started in finance but found a passion for marketing, working for companies like Sinarmas, Fonterra Brands, Coca-Cola, and Mayora. The speaker reflects on the evolution of marketing, from traditional methods like TV and print ads to modern digital strategies, emphasizing the importance of brand value and effective communication. Key moments include innovative campaigns like Kopiko's placement in Korean dramas and the challenges of reaching millennial and Gen Z audiences. The speaker highlights the need for brands to adapt and maintain authenticity in a rapidly changing marketing landscape.

Takeaways

• 😀 The speaker started their career in marketing after graduating in 1998, during a crisis period, working at Sinarmas before transitioning to other brands like Fonterra and Coca-Cola.
• 😀 They initially studied finance, which seemed impressive at the time, but found their interest shifted towards marketing after discovering its central role in business operations.
• 😀 While working at Fonterra, they explored customer relationship management (CRM) and activation methods, eventually pioneering the '10,000 Steps' campaign in Indonesia.
• 😀 The '10,000 Steps' campaign won recognition for its effectiveness in Asia and was a significant milestone in learning how brand activations could build credibility and customer experience.
• 😀 With the rise of digital marketing, the speaker discusses the challenges of leveraging platforms like YouTube, influencer marketing, and e-commerce while ensuring the brand message remains clear and effective.
• 😀 A key marketing philosophy at Mayora is to ensure product quality is superior, as quality is central to building consumer trust and repeat purchases.
• 😀 Communication in marketing needs to be relevant and impactful. Creating awareness is not enough; the message must resonate deeply with consumers to shape lasting perceptions.
• 😀 The speaker acknowledges that while digital marketing is essential, its effectiveness can be hard to measure. They emphasize the need for marketers to be cautious about trends and focus on what truly works.
• 😀 The speaker reflects on how younger generations, especially Gen Z, are digitally native and have instant expectations, which presents both opportunities and challenges for brands to meet those demands.
• 😀 Mayora has embraced global marketing strategies, including product placement in popular content like Korean dramas, which resonates with young audiences worldwide, enhancing brand relevance.
• 😀 The brand Kopiko has expanded globally and even reached space, becoming a viral symbol of Indonesian innovation. This story is leveraged to strengthen the brand’s global presence.

Q & A

What motivated the speaker to enter the marketing field?

The speaker was initially interested in finance, especially the stock market. However, upon joining Sinarmas, which had a strong export focus, they were introduced to marketing. The role of marketing in a company, even one outside the FMCG sector, fascinated them, leading to a shift towards a marketing career.

How did the speaker’s journey in marketing evolve over time?

The speaker started in Sinarmas, then moved to Fonterra Brands, which allowed them to explore various aspects of marketing. After a brief stint at Coca-Cola to gain experience in different product categories, they returned to Fonterra, eventually transitioning to Mayora in 2012, where they’ve spent over 10 years.

What significant marketing concepts did the speaker explore during their career?

The speaker explored several important marketing concepts, including customer relationship management (CRM), brand activation, and digital marketing. They were involved in the '10,000 steps' activation campaign, which gained recognition for its effectiveness in building brand credibility and customer experience.

How did the speaker’s approach to marketing shift with the rise of digital media?

With the growth of digital media, the speaker moved from traditional methods like TV, radio, and print to exploring digital platforms such as YouTube, influencers, and e-commerce. They also reflected on the challenges of digital marketing, particularly the difficulty in ensuring message effectiveness and brand recall in a saturated digital environment.

What is the speaker’s view on the role of product quality in successful marketing?

The speaker emphasizes that product quality is crucial for long-term success. They believe that consumers will not repeatedly purchase products that don’t meet their expectations. At Mayora, products like Teh Pucuk and Le Mineral are seen as successful because of their high quality, taste, and unique positioning.

How does the speaker define brand communication and why is it important?

The speaker defines brand communication as the process of creating a relevant, impactful message that resonates with consumers. Effective communication not only builds awareness but also helps to shape consumer perception. They stress that a strong, clear message is vital in differentiating brands in the marketplace.

What does the speaker believe are the major challenges marketers face today?

The speaker identifies two major challenges: first, the overwhelming focus on digital marketing without fully understanding its effectiveness, and second, the rapid shift in consumer behavior, particularly with younger generations who are accustomed to instant gratification and digital-first experiences.

How does the speaker perceive the changing behavior of younger generations towards marketing?

The speaker acknowledges that younger generations, especially Gen Z, are highly digital-native and expect instant gratification. While this brings opportunities for marketers to deliver on-demand experiences, it also poses challenges, as these consumers are more discerning and expect more meaningful, value-driven interactions from brands.

What is the importance of understanding cultural trends, such as the rise of Korean dramas, in modern marketing?

The speaker highlights that staying aware of cultural trends, such as the global popularity of Korean dramas, is crucial for effective marketing. They use Mayora’s Kopiko brand as an example, where leveraging the trend of K-drama product placements helped connect with younger audiences and increase brand relevance.

What role does 'value' play in the marketing strategies discussed by the speaker?

Value is a central theme in the speaker’s approach to marketing. They believe that brands must offer more than just products; they should align with the values and expectations of their target audience. This includes providing tangible benefits and purpose beyond the price point, which is especially important for appealing to younger generations.