BRANDING & MARCOMM STRATEGY

Proposal Document
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BRANDING & MARCOMM STRATEGY

 PROJECT BACKGROUND

 PROJECT APPROACH

 METHODOLOGY

 TIMELINE

 INVESTMENT FEE

 PROJECT PORTFOLIO
BRANDING & MARCOMM STRATEGY

 PROJECT BACKGROUND

 PROJECT APPROACH

 METHODOLOGY

 TIMELINE

 INVESTMENT FEE

 PROJECT PORTFOLIO
Lintasan pasar untuk industri kecantikan sedang naik untuk beberapa tahun ke depan
TREN DI INDUSTRI BEAUTY

MENGAPA FOKUS KE ESTETIKA?

+ 44%
Industri senilai Surgical procedures Non-surgical procedures
+ 77% meningkat meningkat
$46.02 pasien cosmetic surgery pasien cosmetic non- surgery
+ 54% + 44%
miliar adalah pasien berulang adalah pasien berulang
di 2021 dari 2020 di 2021 dari 2020
pada tahun 2021

TOP 5 SURGICAL PROCEDURES TOP 5 NON-SURGICAL

Blepharoplasty (WORLDWIDE, 2021)
(Eyelid)
10%
PROCEDURES
(WORLDWIDE, 2021)

Mastopexy (Breast Skin Tightening

Lift) Hair Removal 5%
12% Liposuction 6%
35%
Skin Treatment
(Chemical Peels,
Hydrofacials, etc)
18% Neurotoxins
47%
Abdominoplasty
(Tummy Tuck)
17%

Breast
Augmentation Dermal Fillers
26% 24%

Sumber: MarkPlus Analysis (2022), The Aesthetic Society (2021) 4

Ada beberapa tren umum yang dapat diadopsi tetapi, tren medical tourism relatif baru dan dapat menjadi diferensiasi,
terutama karena Bali merupakan wilayah yang dikenal dengan pariwisata
TREN YANG BERPOTENSI DIADOPSI

• 13-19 yo: 2% Eyelid surgery adalah operasi yang lebih berfokus pada kebutuhan
WHY
• 20-29 yo: 3%
Eyelid
DEMOGRAPHIC • 30-39 yo: 16%
Surgery • 40-54 yo: 33%
• 55-70+ yo: 58%

• 13-19 yo: 13% Rhinoplasty juga adalah salah satu bentuk operasi kosmetik yang
WHY
• 20-29 yo: 31%
Operasi ini lebih umum dengan demografi yang lebih muda
Rhinoplasty DEMOGRAPHIC • 30-39 yo: 24%
• 40-54 yo: 22%
• 55-70+ yo: 9%

• 13-19 yo: 0% Facelifting merupakan salah satu bentuk operasi kosmetik yang p
WHY
• 20-29 yo: 0%
Prosedur ini sebagian besar ditargetkan untuk
Face-lifting DEMOGRAPHIC • 30-39 yo: 2%
demografis yang lebih tua
• 40-54 yo: 31%
• 55-70+ yo: 66%

Ingin fokus menjadi pusat kesehatan & kecantikan terkemuka di I

• 13-19 yo: 7%
WHY
.

• 20-29 yo: 29% Karena ini fenomena yang relatif baru, demografinya masih relatif
Medical
DEMOGRAPHIC • 30-39 yo: 32%
Tourism • 40-54 yo: 24%
• 55-70+ yo: 8%

Sumber: MarkPlus Analysis, 2022 dan Berbagai Sumber 5

Fasilitas Healty & Beauty Center akan menyediakan layanan berbagai layanan terintegrasi
FASILITAS HEALTH & BEAUTY CENTER

Lantai ini menyediakan ruang bagi pelanggan untuk bermeditasi dengan tenang nuansa desain ruangan yang terinspirasi
5 Wellness / Spa

Lantai ini menyediakan layanan kecantikan seperti plastic surgery yang

4 Plastic Surgery

Pada lantai ini akan berfokus kepada aspek beauty clinic

3 Beauty Clinic yang menjadi tren apabila diimplementasikan di Korea

Pelanggan akan diberikan hasil dari check-up mereka, dan juga akan diberi kesempatan untuk melakukan konsultasi terkait
2 Dermatology Center

Pelanggan akan pertama kali masuk ke fasilitas untuk melakukan registrasi, dan kemudian dilanjutkan o
1 Physical Health Clinic

Sumber: MarkPlus Analysis, 2022 dan Berbagai Sumber 6

Berikut adalah usulan dari studi banding yang dilakukan MTI ke sebuah regenerative center
FASILITAS HEALTH & BEAUTY CENTER

Fasilitas perawatan kecantikan Fasilitas perawatan VVIP yang Tempat penyimpanan,

eksklusif untuk wanita dengan dilengkapi dengan meeting room pengembangan dan
interior yang feminin dan ruang menginap pengolahan stem cell

Sumber: MarkPlus Analysis, 2022 dan Berbagai Sumber 7

Pembatasan akibat COVID-19 membuat penggunaan telemedicine yang dimiliki oleh Rumah Sakit atau pihak ketiga
serta kecenderungan berobat di dalam negeri saat ini menjadi opsi bagi pasien di Indonesia
PENINGKATAN PENGGUNAAN TELEMEDICINE SERTA TENDENSI BEROBAT DI DALAM NEGERI

BERKURANGNYA MEDICAL TOURISM

PENINGKATAN PENGGUNAAN TELEMEDICINE
KE MANCANEGARA

Layanan konsultasi telemedicine menjadi lebih diperlukan dan meningkat hingga 200% sebelum pandemi dan Indonesia menempati pe
Menurut laporan konsultan Oliver Wyman, sebelum
masa pandemi, sebanyak 1,2 juta orang Indonesia
Katadata, 2020
melakukan perjalanan setiap tahun ke Malaysia atau
Singapura untuk pemeriksaan kesehatan dan
layanan medis lainnya, dengan pengeluaran US$2
miliar.
LaingBuisson, 2021

Persebaran Penggunaan Aplikasi Kesehatan Global

(2020)
Tiongkok 65%
India 63%
Indonesia 57%
Saat ini, dengan kondisi terbatasnya penerbangan akibat pand
Amerika Serikat44%
Inggris39%
Spanyol38%
Jerman35%
Jepang12%Statista, 2020 Riau Pos, 2022

Sumber: MarkPlus Analysis, 2022 dan Berbagai Sumber 8

 Dengan demikian, terdapat tantangan untuk memperbaiki tingkat layanan untuk mempertahankan keinginan pasien
dalam berobat di dalam negeri
PELAYANAN MENJADI TANTANGAN YANG PERLU DISELESAIKAN BAGI SUDUT PANDANG PASIEN

UTAMA PENDORONG PREFERENSI BEROBAT KE LUAR NEGERI MENURUT

DR FATHEMA,
DIRUT PT PERTAMINA BINA MEDIA IHC

Kementerian Kesehatan berkomitmen untuk

melakukan transformasi kesehatan

1. Kepastian untuk Sembuh

1 Transformasi Layanan Primer

Dengan demikian, faktor perbaikan pelayanan,

SDM serta sistem operasional perlu untuk dilihat 2 Transformasi Layanan Sekunder
secara serius
3
Transformasi Sistem Layanan Kesehatan

4
Transformasi Sistem Pembiayaan
2. Kurangnya Jumlah SDM Kesehatan

Jumlah dokter spesialis di Indonesia terendah di

5
Transformasi SDM Kesehatan
Asia Tenggara, hanya ada 5 dari 1.000 orang
dari jumlah ideal 23 dari 1.000 orang Diharapkan pemerintah Indonesia dapat meningkatkan kepercayaan
Kompas, 2020 pasien yang berobat di fasilitas Kesehatan di Indonesia melalui
peningkatan layanan

Sumber: MarkPlus Analysis, 2022 dan Berbagai Sumber 9

BRANDING & MARCOMM STRATEGY

 PROJECT BACKGROUND

 PROJECT APPROACH

 METHODOLOGY

 TIMELINE

 INVESTMENT FEE

 PROJECT PORTFOLIO
Diperlukan branding strategy yang tepat untuk mempromosikan fasilitas gedung baru yang akan selesai pada akhir
tahun
LATAR BELAKANG

KONDISI SAAT INI KONDISI IDEAL

RSUP Prof Ngoerah memiliki lahan yang sedang

dibangun sebuah Gedung baru, dengan fokus pada
health & beauty center yang mengedepankan
estetika Korea dan Bali

Adanya strategi yang tepat untuk pemasaran

fasilitas health & beauty center agar dapat
mencapai posisi market leader layanan health
& beauty center di Indonesia

Bagaimana menentukan branding strategy yang tepat untuk memperkuat posisi dan diferensiasi di market health & beauty center?

A. Mapping Current Market B. Determining C. Standardizing

and Trends Brand Identity Communication &
 Illustration

Personality dari brand akan digambarkan dengan persona yang dianggap paling tepat oleh responden
BRAND DNA: PERSONALITY

Jika RSUP Prof Ngoerah adalah seseorang, bagaimana Anda akan

mendeskripsikannya?

• Paruh Baya
• Modern
Looks • Rapi
• Fresh
“Jika RSUP Prof Ngoerah adalah manusia, dia akan menjadi sosok paruh baya namun mengikuti perkembangan teknologi saat in
• Tenaga medis “RSUP Prof Ngoerah seperti keluarga sendiri, dekat dan memberi keny
• Scientist
Job • Pahlawan

• Profesional
• Berintegritas
• Produktif
Berpengalaman
• tenaga
Character
“Tidak hanya seorang medis yang tulus membantu dalam aspek kesehatan, RSUP Prof Ngoerah cocok menjadi pahlawan yang siap men
• Akurat “RSUP Prof Ngoerah bagaikan sosok yang profesional dan memiliki rasa keingi
• Rasa keingintahuan tinggi
• Keluarga
• Role model
Relationship

12
 Illustration

MarkPlus akan membantu membuat promise dan positioning yang sesuai

BRAND DNA: PROMISE

T A G L I N E( P R O M I S E )

P O S I T I O N I N GS T A T E M E N T

“Bagi (target audience), RSUP Prof Ngoerah adalah (frame of reference) yang memberikan (benefit/point of difference) karena hanya RSUP Prof Ngo

TARGET MARKET BRAND FRAME OF REFERENCE POINT OF DIFFERENTIATION

REASON TO BELIEVE

Frame of reference adalah ide, kondisi, atau asumsi

Alasanyang
yangmenentukan
membuat customer
bagaimana
memilih
konsep
produk/
layanan
layanan
diterima,
dibandingkan
dicapai, atau
dengan
dipahami
penawara
Target market adalah cerminan dari prospek pasar dimana produk/layanan ditawarkan
Brand adalah cerminan dari value yang ditawarkan kepada customer

13
Illustration

14
 Illustration

MarkPlus akan mengembangkan positioning berdasarkan values laddering yang sesuai

BRAND DNA: POSITIONING

BRAND VALUES
Brand values yang Your Companion
ditawarkan pada customer

EMOTIONAL BENEFIT
Menyentuh customer dari kebutuhan afektifnya Convenient Affordable Innovative

FUNCTIONAL BENEFIT
Memenuhi kebutuhan dasar customer
Pelayanan yang ramah Teknologi canggih
… … …

KEY ATTRIBUTES Petugas Medis Ramah

Atribut layanan yang mendukung benefit Pendaftaran digital
… … … …

15
 Illustration

MTI akan mengembangkan positioning menjadi strategi diferensiasi dan brand

BRAND DNA: POSITIONING

TARGETED CUSTOMERS1. Keluarga 2. …

3. …

POSITIONING DIFFERENTIATION
FRAME OF REFERENCE Identify what you want to strengthen
Uniqueness that must be highlighted
…

Convenient PDB STRATEGY

Affordable
POINT OF DIFFERENTIATION
Innovative

A. Convenient
BRAND
Pelayanan yang ramah
Image that must be communicated to all stakeholders
…
B. Affordable
REASON-TO- BELIEVE …
…
C. Innovative
Teknologi Canggih
…

16
 Illustration

MarkPlus akan memberikan rekomendasi karakteristik brand sesuai dengan harapan stakeholder
VISUAL IMPLEMENTATION GUIDELINE

Sophisticated Simple

Classical Modern

Mature Youthful

Feminine Masculine

Abstract Literal

Geometrical Organic
Eksisting Ekspektasi

17
 Illustration

MTI akan berkolaborasi dengan klien dalam menentukan berbagai key visual
VISUAL IMPLEMENTATION GUIDELINE

Pemilihan Desain (Warna dan Nuansa) Pemilihan Typography

Desain ini mempertimbangkan komunikasi yang kasual, dan Pemilihan font yang tebal namun tidak kaku membuat rebranding.
memiliki warna yang lebih cerah, sehingga membentuk kesan Warna yang muda juga membuat nuansa hangat dan dapat
yang menarik dan juga mudah dipahami diterima di berbagai kalangan, terutama millennial

18
 Illustration

MTI akan mengembangkan berbagai key visual yang dapat diaplikasikan pada berbagai media
VISUAL IMPLEMENTATION GUIDELINE

Logo Karakter Jenis Huruf Palet Warna

Acuan identitas logo dan visual
lainnya dalam konsep baru yang
Key Visual disusun berdasarkan hasil riset dan
management discussion

Panduan
Panduan Ilustrasi/
Ekspresi
Fotografi Ikon

Media cetak:
Media digital:

Poster Media sosial Facebook Youtube

Pengaplika- Brochure
(Instagram
sian dalam post & Panduan aplikasi key visual
Media story) dalam berbagai alat komunikasi
Komunikasi yang mungkin akan digunakan
Media luar
ruang:

19
 Illustration
Outdoor OOH Umbul-
Banner umbul

20
 Illustration

Berikut adalah contoh brandbook yang pernah dibuat oleh MTI

ILUSTRASI BRANDBOOK

1 3

LOGO

LOGO

2 4

21
 Illustration
MTI akan mengembangkan guideline komunikasi yang dapat menjadi panduan klien dalam berinteraksi dengan
stakeholder internal maupun eksternal
GUIDELINE KOMUNIKASI

Menggunakan kata-kata yang semi formal dan umum digunakanKata-kata tidak umum digunakan sehari- hari
DO Mengandung kata-kata sifat DON'TS Kalimat tidak relevan dengan pesan yang
Etymology Menjelaskan hal yang ingin dikomunikasikan pada audience ingin/perlu disampaikan

DO Pelafalan sederhana DON'TS Pelafalan rumit atau tongue-twisted

Sound Pemilihan kata menarik dan ekspresif Terlalu banyak mengulang kata yang sama
Kata-kata mudah dibaca dan berima

Kalimat pendek dan sederhana Kalimat panjang dan majemuk

DO Kalimat padat dan menginspirasi DON'TS Setiap kata pada kalimat tidak saling terhubung atau tidak m
Syntax Setiap kata pada kalimat saling terhubung menjadi satu makna

Contoh: "Profesional, Ramah, Bermutu"

• "Profesionalitas yang mencerminkan kualitas"
• "Selalu hadir untuk Anda dan keluarga Anda"
• "Teknologi ekstra untuk hasil yang ekstra"

22
 Illustration

MTI akan membantu menetapkan standar prosedur komunikasi melalui media digtal
GUIDELINE DIGITAL COMMUNICATION

LOGO BISNISCSRBERITATENTANG KAMIHUBUNGI KAMI

LOGO BISNIS CSR BERITA TENTANG KAMI

HUBUNGI KAMI BERANDA

BERANDA

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WEBSITE

Berikut ini adalah contoh

penerapan grafis utama
dan sekunder
dalam home page website

23
 Illustration
MTI akan menyusun panduan untuk melakukan komunikasi dengan berbagai media digital beserta panduan
apabila klien hendak menggunakan jasa influencer
GUIDELINE DIGITAL COMMUNICATION

PembangunanJAYA
PERUSAHAAN Indonesia

Indonesia
PERUSAHAAN
Indonesia

LOGO

LOGO

PembangunanJAYA Lorem ipsum dolor sit amet,

consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore erat volutpat.
#pembangunanjaya #jaya

PembangunanJAYA Lorem ipsum dolor sit amet, consectetuer adipiscingelit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore erat

MEDIA SOSIAL: INSTAGRAM

Berikut ini adalah contoh penerapan grafis utama dan sekunder di Instagram

24
 Illustration

MTI akan menyusun marketing communication roadmap yang terbagi kedalam beberapa fase pemasaran
GUIDELINE MARKETING COMMUNICATION

“Quick-Win” phase “Big Bang” phase “Supernova” phase

Reinforcing the products/ brands

Reintroducing the products/ brands Maintaining the products/ brands

Exhibition

Event
Print Ad
Momentum

Partnership

Exhibition
Print Ad
Community Event Digital Marketing

Exhibition

Launching Event

2 months 4 months 6 months

Below The Line (BTL) Above The Line (ATL)

25
 Illustration

MTI akan menentukan marketing objective untuk setiap aktivitas yang akan dilakukan
GUIDELINE MARKETING COMMUNICATION

AWARE APPEAL ASK ACT ADVOCATE

ATTRACTION CURIOSITY COMMITMENT AFFINITY

OBJECTIVES

Brands re-launch its brand name

Brand
andprovides
values through
a platform
a broad
for audiences
range
Brand of
encourages
media
who want
channels
prospective
to find outcustomers
more
Brand through
increases
to make
online
mouth-
purchases
media
to-mouth
optimization
with convincing
activity bychannel
providing
MARKETING

BRING AWARENESS PROVIDE CONTENT INCREASE SALES ACQUIRE NEW USER

Online Social Member Get

OOH Media SEO/SEM YouTube Promotion Exhibition
Media Media Member
EDUCATE ENTERTAIN CONVINCE INSPIRE

26
 Illustration

MTI akan membantu klien memilih marketing activation yang sesuai di setiap fase pemasaran
GUIDELINE MARKETING COMMUNICATION

ABOVE-THE-LINE

Banner
Televisi Ads Radio Ads Brochure Billboard etc
E-mail
icial Web
Offsite
Google Ads Sods
cial Media A
etc

OFFLINE ONLINE

Event Public Relation Community Event

Exhibition Social Event Charity Night etc Social Media Blog
Community in Internet Chating in Internet
etc

BELOW-THE-LINE

27
 Illustration

MTI akan membuat agency brief yang berisi panduan untuk pelaksanaan marketing activation
GUIDELINE MARKETING COMMUNICATION

BACKGROUND:
The background of marketing communication /
promotion made

OBJECTIVE:
Objectives to be achieved from the marketing
communication / promotion activities

CONCEPT:
Concept / flow of the implementation of marketing
communication / promotion activities
PROGRAM PIC:
TARGET: The person who responsible / leading the marketing communication/ promotion activitie

The target audience in the implementation of

marketing communication / promotion activities
KEY PARTNERS:
KEY METRICS: Partner who involved in marketing communication / promo activities
KPIs or dimensions that are measured when the
marketing communication / promotion is implemented

LOCATION & DURATION:

Place and timeline for the implementation of marketing/ promotion activities

28
BRANDING & MARCOMM STRATEGY

 PROJECT BACKGROUND

 PROJECT APPROACH

 METHODOLOGY

 TIMELINE

 INVESTMENT FEE

 PROJECT PORTFOLIO
Berikut adalah pemetaan komponen kebutuhan data dengan issue tree yang diajukan oleh MTI
DATA MATRIX – RISET

A. Mapping Current Brand & Marketing

Performance
No Komponen Kebutuhan Data Sumber Data 1. Business 3. Marketing
2. Brand Equity
Landscape Communication
Assessment
Assessment Assessment

1 Analisis SWOT DR, CI, IDI V

2 Consumer Behavior CI, FGD V

3 Stakeholder Matrix IDI, FGD V

4 Stakeholder Expectations IDI, FGD V

5 Brand Assessment CI, FGD V

6 Brand Positioning Analysis CI, IDI V

7 Riset Posisi dan kekuatan Reputasi IDI, FGD V

8 Brand Impact IDI, FGD V

9 Brand Perception CI, FGD V

10 Brand Asset Analysis & Mapping DR, CI, FGD V

11 Brand Acceptance CI V

12 Brand Study CI V

13 Stakeholder analysis & communication assessment CI, FGD V

14 Digital Communication Assessment DR, CI V

15 Marketing Communication Assessment CI, FGD V

16 Public Relation Activity DR, CI, FGD V

DR: Desk Research CI: Customer Interview IDI: Internal In-Depth Interview FGD: Focus Group Discussion

28
Berikut adalah pemetaan komponen kebutuhan data dengan issue tree yang diajukan oleh MTI
DATA MATRIX – CONSULTING

C. Standardizing Communication & Marketing

B. Rejuvenating Brand Identity
Model
No Komponen Kebutuhan Data
1. Penyusunan 2. Visual 1. Guideline 2. Digital 3. Marketing
Brand DNA & Implementation Komunikasi dan Communication Communication
Guideline Guideline Aktivitas PR Guideline Plan

17 Brand DNA V

18 Brand Guideline V

19 Branding Communication Plan V

20 Visual Implementation Guideline V

21 Communication Strategy Guideline V

22 Public Relation Activity Guideline V

23 Digital Communication Guideline V

24 Digital Communication Plan V

25 Marketing Communication Guideline V

29
 Proyek ini akan dibagi kedalam tiga bagian
PROJECT METHODOLOGY

8 Weeks 4 Weeks

4 Weeks

A Market Assessment & B Creating Brand Identity

Preliminary Study
C Standardizing Communication &
Marketing Model
Key Activities:

Desk Research Penyusunan alternatif rekomendasi Brand Penyusunan alternatif rekomendasi

Strategy Communication Guideline

Customer Interview
Management Workshop Management Workshop
In-Depth Interview

Focus Group Discussion Penyusunan Brand Strategy Report dan

Penyusunan Communication Guideline
Brandbook
Brand Strategy Report, mencakup brand
Communication Guideline, mencakup
DNA dan brand portofolio
Research Report, mencakup business guideline komunikasi, guideline aktivitas PR,
Deliverables:
landscape assessment, consumer behavior, guideline digital communication, dan
consumer anxiety and desire marketing communication plan untuk satu
Brandbook, mancakup seluruh visual tahun kedepan
implementation guideline

30
MarkPlus perlu memiliki pemahaman yang baik terkait situasi bisnis, potensi pasar, dan tren mendatang sebelum
menyusun strategi branding
MAPPING CURRENT MARKETING & SALES PRACTICES

8 Weeks
A C T I V I T Y O U T P U T
A Mapping Current Brand & Marketing Performance
Desk Research
MarkPlus akan melakukan riset menggunakan data sekunder yang diperoleh dari klien maupu
Key Activities:

Desk Research In Depth Interview

Research
In depth interview dibutuhkan untuk memahami perspektif Report
stakeholder internal dan ekspektas

Customer Interview

Customer Interview
In-Depth Interview Customer Interview dibutuhkan untuk
memahami perspektif stakeholder eksternal

Focus Group Discussion Focus Group Discussion

Metode ini dapat digunakan untuk mengetahui perspektif eksternal secara lebih mendalam

31
 TO BE DISCUSSED

Desk research dibutuhkan untuk memahami situasi bisnis secara luas

DESK RESEARCH

DESK
RESEARCH DATA REQUIREMENT (EXTERNAL) SOURCE
Brand equity & perception Previous research /
paid research report
WHY DESK RESEARCH? Market & competition analysis Open source / paid
research report
Marketing & communication best practice MarkPlus, external
Memperoleh pemahaman yang luas terhadap situasi bisnis saat ini research, & journal

DATAinsight
Memungkinkan researcher memperoleh REQUIREMENT (INTERNAL)
yang sulit diperoleh melalui primary research SOURCE

Annual
Memungkinkan researcher memahami Report yang terjadi secara periodic dan aktivitas yang dilakukan selama rentang waktu yang luas
perubahan

Brand DNA & Brand Portfolio RS RSUP Prof Ngoerah

Product & Service Portfolio

Data & dokumentasi RSUP
Aktivitas Pemasaran (Non-Digital) yang telah dilakukan beserta Prof Ngoerah
performance (KPI)

Digital Marketing yang telah dilakukan beserta performance

(Impression, Conversion, Customer Acquisition Cost)

32
 TO BE DISCUSSED

Customer Interview dilakukan untuk mengetahui perilaku, persepsi, dan pandangan customer / masyarakat
CUSTOMER INTERVIEW

CUSTOMER RESPONDENT SAMPLING

INTERVIEW
Pulau Kota Quota
WHY CUSTOMER INTERVIEW ?
Denpasar 150

Kuta 50
Mendapat hasil spesifik melalui proses screening yang akurat
Terfokus pada hasil Bali
interview Dalung 50

Memiliki penjelasan yang detil untuk menghindari jawaban yang bias

Mengwi 50

Memungkinkan pewawancara untuk lebih banyak bertanya

TOTAL 300
Customer Interview membutuhkan waktu 30 – 40 menit

RESPONDENT CRITERIA

Kriteria Umum
Umur : 20 – 55 tahun
SEC : A, B, C (minimal pengeluaran rumah tangga 2 juta per bulan)
Kriteria Khusus
Menjadi pengambil keputusan dalam memilih beauty clinic
Tidak memiliki anggota keluarga yang bekerja di perusahaan riset, media massa, dan rumah sakit/farmasi

33
 TO BE DISCUSSED

In-depth interview dilakukan untuk memahami perspektif dan ekspektasi stakeholder internal
IN-DEPTH INTERVIEW

IN - D E P T H
INTERVIEW(IDI)
Internal IDI
WHY IN-DEPTH
INTERVIEW ? Respondent Category Quota Details

• Screening yang akurat Direksi 2 Direktur Utama, Direktur Operasional Medis

untuk kebutuhan yang
spesifik

• Hasil wawancara yang

Vice President 1 To be discussed
mendalam dan terfokus

• Penjelasan yang mendetil

untuk mencegah jawaban
To be discussed (Manager Pengembangan Bisnis, Manager
yang bias Manajemen 2
Operasional, etc.)

• Memungkinkan
pewawancara menanyakan
pertanyaan lanjutan Komisaris 1 To be discussed

• Quality control yang lebih

baik
Total 6 responden

34
 TO BE DISCUSSED
Focus Group Discussion merupakan metode kualitatif yang dilakukan untuk memperkuat penemuan dari riset
kuantitatif (online customer interview)
FOCUS GROUP DISCUSSION

FOCUS GROUP RESPONDENT SAMPLING

DISCUSSION (FGD)
Pulau Quota
WHY FOCUS GROUP DISCUSSION?
Denpasar 1 group (6 responden)

Kuta 1 group (6 responden)

Memungkinkan klien untuk mendapatkan analisis lebih dalam tentang beberapa masalah tertentu, misalnya perilaku pelanggan, preferensi, motivas

FGD memungkinkan klien untuk mengumpulkan insights Dalung

pelanggan secara menyeluruh/mendalam terkait isu-isu
1 group spesifik yang dirasakan masyarak
(6 responden)

Mengwi 1 group (6 responden)

TOTAL 4 group (24 responden)

RESPONDENT CRITERIA

Kriteria Umum
Umur : 20 – 55 tahun
SEC : A, B, C (minimal pengeluaran rumah tangga 2 juta per bulan)
Kriteria Khusus
Menjadi pengambil keputusan dalam memilih beauty clinic
Tidak memiliki anggota keluarga yang bekerja di perusahaan riset, media massa, dan rumah sakit/farmasi

35
MarkPlus akan menyusun brand strategy secara mendetail
STANDARDIZING THE MARKETING & SALES MODEL

4 Weeks
A C T I V I T Y O U T P U T
B Rejuvenating Brand Identity Penyusunan alternatif rekomendasi Brand
Strategy
Key Activities: Draft brand strategy akan dikembangkan oleh MarkPlus berdasarkan riset primer dan sekunde
Brand Strategy Report
Penyusunan
Standard Marketing
alternatif rekomendasi
and Sales Model
Brand
Brandbook
Development
Strategy
Management Workshop
Management Workshop bertujuan untuk menyusun detil brand strategy berdasarkan draft yan
Management Workshop
Management (Holding Level)
Workshop

Penyusunan Brand Strategy Report dan

Penyusunan Brand Strategy
Standard Marketing Report
and Sales dan
Model
Brandbook
Brandbook
Establishment
MarkPlus akan menetapkan brand strategy untuk fasilitas kesehatan baru

36
Management Workshop bertujuan untuk menyusun detil brand strategy berdasarkan draft yang telah disusun oleh
MarkPlus
MANAGEMENT WORKSHOP

MANAGEMENTWORKSHOP

1 2

PDB Strategy Brand DNA

• Segmentation & Targeting
• Positioning
• Values Laddering
• Personality
• Positioning, Differentiation &
• Purpose
Brand Strategy
• Promise

37
MarkPlus akan menyusun communication guideline untuk membantu mengarahkan komunikasi klien dengan
stakeholder
CREATING VALUE FROM SYNERGY

4 Weeks
A C T I V I T Y O U T P U T
C Standardizing Communication &
Penyusunan alternatif rekomendasi
Marketing Model
Communication Guideline
Key Activities: Draft communication guideline akan dikembangkan oleh MarkPlus berdasarkan riset yang tela

Revenue & Cost

Penyusunan Synergy
alternatif Strategy
rekomendasi
Communication
Development
Communication Guideline
Management Workshop Guideline
Management Workshop bertujuan untuk menyusun detil communication guideline berdasarka
Management WorkshopWorkshop
Management (Subsidiary Level)

Final Report
Penyusunan Development
Communication Guideline Penyusunan Communication Guideline MarkPlus akan menetapkan communication guidelin

38
Management Workshop bertujuan untuk menyusun detil brand strategy berdasarkan draft yang telah disusun oleh
MTI
MANAGEMENT WORKSHOP

MANAGEMENTWORKSHOP

1 2 3

Komunikasi & Public Relation Digital Communication Marketing Communication

• Brand Tone of Voice
• Digital communication
• Key Message
explanation
• Communication roadmap
• Case Study: Digital
communication evaluation
• Influencer guideline
• Marketing communication
explanation
• Case Study: Marketing
communication roadmap
• Case study evaluation

39
BRANDING & MARCOMM STRATEGY

 PROJECT BACKGROUND

 PROJECT APPROACH

 METHODOLOGY

 TIMELINE

 INVESTMENT FEE

 PROJECT PORTFOLIO
Waktu yang dibutuhkan untuk project ini adalah 16 minggu

DETAIL TIMELINE
Activities W0 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16
Kick-off Meeting
TAHAP 1 – MAARKET ASSESSMENT & PRELIMINARY STUDY (8 MINGGU)
Desk Research

Penyusunan Kuesioner & Guideline

Field Briefing
Pembuatan Sistem Customer
Interview
Customer Interview
In-Depth-Interview
Focus Group Discussion
Quality Control
Pengolahan Data
Analisis & Penyusunan Laporan
Research & Preliminary Strategy
Report

TAHAP 2 - CREATING BRAND IDENTITY (4 MINGGU)

Penyusunan alternatif
rekomendasi Brand Strategy
Management Workshop
Penyusunan Brand Strategy
Report dan Brandbook
TAHAP 3 – STANDARDIZING COMMUNICATION & MARKETING MODEL (4 MINGGU)
Penyusunan alternatif
rekomendasi Communication
Guideline
Management Workshop
Penyusunan Communication
Guideline

41
BRANDING & MARCOMM STRATEGY

 PROJECT BACKGROUND

 PROJECT APPROACH

 METHODOLOGY

 TIMELINE

 INVESTMENT FEE

 PROJECT PORTFOLIO
Biaya investasi untuk pekerjaan ini adalah sebesar Rp. 1.743.000.000 sebelum PPN

BIAYA INVESTASI
Professional Work Volume Unit Fee Unit (Rp) Total Fee (Rp)

Tahap 1: Mapping Current Brand & Marketing Performance (8 minggu)

Customer Interview 1 X 300 Respondents 600.000 180.000.000

In-depth Interview 1 X 6 Respondents 2.000.000 12.000.000
Focus Group Discussion 1 X 4 Groups 20.000.000 80.000.000
Data and Key Issues Analysis
Project Director 1 x 4 Man-Days 10.000.000 40.000.000
Project Manager 1 x 12 Man-Days 8.000.000 96.000.000
Analyst 1 x 24 Man-Days 5.000.000 120.000.000

Subtotal 528.000.000

Tahap 2: Rejuvenating Brand Identity (4 minggu)

Strategic Workshop 1 X 2 Workshop – Days 100.000.000 200.000.000

Project Director 1 x 15 Man-Days 10.000.000 150.000.000
Project Manager 1 x 20 Man-Days 8.000.000 160.000.000
Consultant 1 x 20 Man-Days 5.000.000 100.000.000
Subtotal 610.000.000

Tahap 3: Standardizing Communication & Marketing Model (4 minggu)

Strategic Workshop 1 X 2 Workshop – Days 100.000.000 200.000.000

Project Director 1 x 15 Man-Days 10.000.000 150.000.000
Project Manager 1 x 20 Man-Days 8.000.000 160.000.000
Consultant 1 x 20 Man-Days 5.000.000 100.000.000

Subtotal 610.000.000

Total 1,748.000.000

Ketentuan Umum
• Harga di atas belum termasuk PPN dan biaya akomodasi & transportasi apabila membutuhkan tim konsultan untuk kegiatan di luar kota
• Harga yang disajikan berlaku 1 bulan setelah proposal dikirimkan kepada klien
• Pembayaran dilakukan dalam termin berikut (dapat didiskusikan):
• 50% dibayarkan setelah kick off meeting
• 50% dibayarkan setelah presentasi dokumen laporan akhir.
• Pembayaran akan jatuh tempo maksimal 15 hari kerja setelah faktur dikirim
• Ketentuan ini akan dirinci dalam surat perjanjian yang akan ditandatangani oleh kedua belah pihak

43
Berikut adalah kredensial markplus dalam mengerjakan proyek Bersama client klinik atau produk kecantikan
KREDENSIAL MARKPLUS UNTUK PRODUK / KLINIK KECANTIKAN

44
BRANDING & MARCOMM STRATEGY

 PROJECT BACKGROUND

 PROJECT APPROACH

 METHODOLOGY

 TIMELINE

 INVESTMENT FEE

 PROJECT PORTFOLIO
MTI juga membantu merumuskan strategi branding Semen Indonesia untuk mempertahankan market existing
(lokal) dan berkompetisi di market nasional
BRANDING STRATEGY SEMEN INDONESIA

LATAR BELAKANG
METODOLOGI
PROYEK
PROYEK

Kebijakan pemerintah terkait infrastruktur mendorong

konsumsi produk semen di Indonesia In-Depth Interview (IDI) Internal
Direksi & Divisi Pemasaran & Komunikasi
In-Depth
Masuknya berbagai kompetitor asing yang menawarkan kualitas yang bersaing Interview
dengan (IDI)kompetitif
harga yang Eksternal
Distributor, Toko Bangunan, Proyek, Pabrikan, Kontraktor
Loyalitas konsumen semen yang cenderung rendah Face-to-Face Interview (F2F)
baik di tingkat retailer dan end customer 2000 resp. di 12 provinsi Indonesia yang meliputi pasar primer, sekunder & sinergi
FGD
Retail Market, Tukang Bangunan, Rumah Tangga

 Brand anak perusahaan sudah mengakar kuat dan diterima secara emosional oleh segmen
menengah ke atas masing-masing pelanggan brand anak perusahaan
HASIL  Penggunakan brand Semen Indonesia sebagai corporate brand holding BUMN Semen, penetapan
masing-masing brand anak perusahaan untuk tetap berkompetisi di pasar lokal (utama), serta
PROYEK penggunaan fighting brand (Than Long) untuk berkompetisi di pasar sinergi melawan semen yang
menyasar pasar kelas bawah
 Penyusunan Strategi komunikasi dan KPI untuk seluruh brand

46
MTI membantu PTPN dalam merencanakan strategi branding yang menaungi produk retail seluruh anak
perusahaan
BRANDING STRATEGY PTPN

LATAR BELAKANG
METODOLOGI
PROYEK
PROYEK
PTPN memiliki banyak anak usaha yang mulai merambah ke retail melalui produk teh, Interview
In-Depth kopi, gula,(IDI)
minyak goreng namun terdapat beberapa challenge :
Internal
Brand retail dikelola masing-masing anak perusahaan & belum memiliki diferensiasi yang jelas
Holding Perkebunan Nusantara, VP - DIrektur
PTPN I – XIV, Kabag - Direktur
Brand retail belum dikomunikasikan secara In-Depth Interview (IDI) Eksternal
massive dan masih terfokus pada brand tertentu Customer masing-masing brand retail anak perusahaan
Face-to-Face Interview (F2F)
Distribusi produk retail masih belum terencana 1000 resp. customer teh, kopi, gula, dan minyak goreng di 10 kota besar di Indon
dengan baik FGD
Tea Enthusiast & Coffee Enthusiat

Identifikasi segmen pasar serta value proposition yang tepat (Asli, Berkualitas, Dari Lahan
Perkebunan Terbaik) untuk keempat produk utama anak perusahaan
HASIL Penyatuan brand produk anak perusahaan dengan nama Walini dengan tagline #AsliDariKebunSendiri untuk meneg
Logo, packaging, strategi markom serta aktivasi channel untuk keempat produk anak perusahaan
PROYEK

47
MTI membantu Pupuk Indonesia dalam merencanakan strategi branding untuk memperkuat posisinya di pasar
pupuk nasional
BRANDING STRATEGY PUPUK INDONESIA

LATAR BELAKANG
METODOLOGI
PROYEK
PROYEK

In-Depth Interview (IDI) Internal

Induk Perusahaan, tingkat VP hingga Direktur Utama
PT Pupuk Indonesia belum memiliki strategi branding
Anak Perusahaan, tingkat GM dan Direktur Komersil
yang sesuai dengan segmen customer.
In-Depth Interview (IDI) Eksternal
Channel, Distributor hingga Kios
Pelanggan, B2C hingga B2B
PT Pupuk Indonesia belum memiliki brand dalam
Face-to-Face Interview (F2F)
skala nasional yang kuat.
Kios hingga petani (pangan, hortikultura, dan kebun) di 5 (lima) daerah

Marcomm yang dilakukan oleh PT Pupuk Indonesia

masih bersifat kedaerahan.

 Setiap anak perusahaan unggul secara regional, namun tidak ada brand di bawah Pupuk
Indonesia yang kuat secara nasional sebagaimana kompetitor mereka
HASIL  Multiple brand menyebabkan beberapa tantangan seperti rendahnya engagement dengan kios,
PROYEK mindset yang silo antar anak usaha, dan kompleksitas ketika akan menerapkan digital ordering
 Penetapan Pupuk Indonesia menjadi single corporate brand yang menaungi brand anak
perusahaan, serta pemilihan single product brand untuk produk pupuk non subsidi

48
Berikut merupakan pengalaman yang dilakukan oleh MTI dalam beberapa proyek
MTI RELATED EXPERIENCE

COMPANY DESCRIPTION
Marimas wanted to know about their level of awareness as a powder drink brand, especially for teenagers and children
segment. After conducting research on teenagers and children, the insights gained from the research results were analyzed
and formulated to customize Marimas marketing strategy. In this project, there is a section dedicated to explain marketing
communication strategy activities in details, starting from determining the new positioning, selecting the right media
channel to make agency brief, since majority of the strategies made will be implemented on TV.

This brand is a mattress company where their main vision is to make mattress in a box. After doing the research, it was
found that the products is mostly own by young people and the newly wed families. Marketing communication strategy
was made specifically for American Pillow in BTL and ATL activities, although majority of the activities made are through BTL
by using content marketing. The main purpose of marketing communication is not only to increase awareness, but also to
acquire new potential customers

The main objective of this project is to rebrand, so that the brand looks more youthful in the market. The aesthetic clinic is
owned by a well-known doctor named Doctor Affandi, where it is also a differentiation from other clinics, because it is
owned by a doctor who is an expert in the field of beauty. Thus, Doctor Affandi was finally decided to be the clinic's
positioning because of its fame in the market. Majority of marketing activities are made in online channels, since it could
also aim the technology-savvy segment, such as by holding virtual events
Klinik Estetika

Research was conducted on people who already owned a house to find out their considerations in choosing a house and
their desire to buy a house. From this research, it was found that there were 3 segments: people with Chinese descent,
natives, and immigrants. The marketing communication strategy in this project focused in community marketing, since the
communities in Sulawesi have the power to influence their surroundings. Since the objective of the marcomm strategy is to
acquire potential customers who are mostly influenced by existing community, thus the strategy made are mostly BTL
activities that have direct physical interaction.
PT Summarecon Agung Tbk (Sulawesi)

49
Berikut merupakan pengalaman yang dilakukan oleh MTI dalam beberapa proyek
MTI RELATED EXPERIENCE
COMPANY
Avicenna Perkasa (Kulonprogo)
DESCRIPTION
The aim of this project is to conduct workshops to design marketing communication
activities over the next few years. Research was carried out first to determine the
appropriate target segment (achiever, adventure, etc.), so that the communicated value
is also correct. After that, designing contents that will be delivered to potential
customers which prioritize emotional rather than functional aspects. In specific, the
content is not only communicating coffee as a drink to make people awake, but a drink
that increases enthusiasm for activities.
Promote rest areas that are used as tourist attractions on Kulonprogo. The main goal is
to create a one stop tourist destination where it has everything in it like entertainment,
shopping, dining, etc. Thus, marketing communication activities are designed to attract
people to visit this rest area even though it is in an area which is quite far from other
places / destinations. Further, the marketing communication activities are specifically
made to aim families and young people who act as trendsetters
Not only about business, care and beauty, but body shops also wants to
emphasize humanist side, where their products are cruelty free and
environmentally friendly. Marketing communication activities that are designed
also adjust to the values raised, from channel selection to content determination.
- Identify shareholders' perspectives and expectations, create guidelines for
developing branding strategies, analyze competitors and markets;
- Developing the STP Jababeka Residence strategy and create a brand portfolio;
- Making strategy development implementations, creating brand books (including
marketing communication), and selecting media for Jababeka Residence
marketing strategies.
Berikut merupakan pengalaman yang dilakukan oleh MTI dalam beberapa proyek
MTI RELATED EXPERIENCE

COMPANY DESCRIPTION
Building The Friendship Image of Daihatsu from Within
- Communication strategy development
- Workshop materials development
- Communication the New Daihatsu Personality to Top Management and dealer
- Training materials development
- Socializing to all levels of employee
- Internalization strategy development
- Personality guidelines based on standards development
- Campaign activities development
Daihatsu Sales Operation - Monitoring and regulatory system development
Astra Motor Branding Strategy
- Conducting IDI, Mystery Shopping, F2F, and benchmark studies
- Develop a branding strategy for internal, external and interactive marketing that is integrated with
each other for ASTRA HSO;
- Provide technical recommendations for internal marketing strategies which include media
campaigns and event campaigns
- Provide external marketing recommendations by creating a marketing communication plan
- Provide interactive marketing by creating pocketbooks for Sales Officers
- Creating a project implementation plan, determining budget estimates & KPIs, and supervising
pilot projects.
Honda Sales Operation
Repositioning of Pasar Turi
- Conducting IDI with GBP management, FGDs of visitors and tenant, and F2F of visitors and tenants
- Conducting data analysis and main issues
PT Gala Bumi Perkasa - Arranging segmentation and determining targeted customer segments
- Developing a Turkish Market GDP strategy
- Developing a Turkish Market brand identity
- Develop a marketing communication plan that includes content, media and a timeline

51
Berikut merupakan pengalaman yang dilakukan oleh MTI dalam beberapa proyek
MTI RELATED EXPERIENCE
COMPANY
Pemerintah Provinsi Kalimantan Utara
PT Pengembang Pariwisata Indonesia
DESCRIPTION
Promotion and Publication North Kalimantan on Electronic Media
Designing a promotion and publication strategy for the province of North Kalimantan as the newest and
youngest province which is the result of the inauguration of the DPR plenary meeting and the approval of
the Ministry of Home Affairs, as well as creating promotional events and publications in electronic media
Rebranding Indonesia Tourism Development
Due to the Bali Tourism Development Corporation being the only state-owned company that manages
tourism in Bali, and at the time the government had not only focused on the Nusa Dua Bali area but had
also penetrated into other areas, BTDC had to manage an area of 1,175 ha. So the BTDC rebranded
Indonesia, so that its name changed from Bali Tourism Development Corporation to Indonesia Tourism
Development Corporation
Brand Strategy Consultation About Pertamax Series
- Assessment of the Pertamax series brands (Pertamax, Pertamax Plus, and Pertamina Dex) through the
method of analyzing survey data, IDI with top management and middle management who are
responsible for the Pertamax series brands. Conduct F2F and FGD with Pertamina series consumers &
competitors, and field observations to understand the customer experience of Pertamax series
- Surveying and setting target segments, reviewing brand architecture, compiling a marketing strategy
(PDB), conducting workshops, and preparing marketing campaigns for new products;
- Compiling a marketing communication plan for the Pertamax brand series, compiling the main
themes and messages of each media campaign, coordinating with the regions to equalize
understanding and synergize the implementation plan, compiling KPIs, compiling agency summaries
to (creative agencies, media agencies, and brand activation agencies, digital agencies, PR agencies,
and social media agencies)
- Compiling a framework for choosing the right agency, helping to choose an agency for the
Pertamax series brand based on the framework, in agency, inspiring the brand team to continue to
make improvements, monitoring the work of the agency for the Pertamax series brand, and
compiling KPIs for each agency campaign.
52
Berikut merupakan pengalaman yang dilakukan oleh MTI dalam beberapa proyek
MTI RELATED EXPERIENCE

COMPANY DESCRIPTION
Brand Strategy Consultation About Pertamax Series
- Monitoring and evaluating marketing communication & sales promotion programs
for the Pertamina Fuels brand (Pertalite, Pertamax, Pertamax Turbo, Pertamina Dex,
& Dexlite) through surveys of consumers of Pertamina Fuels products and
competitors, conducting FGDs and field observations of consumers of Pertamina
Fuels products and competitors, analysis of survey data and review of internal data
to formulate appropriate marketing communication and sales promotion tactics
- Formulating marketing communication & sales promotion tactics for Pertamina
Fuels by reviewing program implementation, reviewing changes in the target
segment of Pertamina Fuels products, preparing SER competitions & awards,
planning the implementation of marketing communication & sales promotion tactics
based on the research that has been done , and conduct workshops to finalize the
action implementation of the marketing communication & sales promotion program
- Compiling a marketing communication plan, compiling the main theme and
message of the campaign for each media used by the Pertamina Fuels brand,
adjusting the main campaign theme and message, compiling an agency brief, and
revising the implementation plan if deemed necessary to respond to changing
conditions internal and external;
- Compile a framework for selecting agencies, help select agencies for the
Pertamina Fuels brand based on the framework that has been prepared,
collaborate with agencies that cooperate with companies and all related to brand
& communication agency, as well as providing inspiration to the Pertamina Fuels
brand team and ensuring the agency's results meet the objectives to be achieved.

53
Berikut merupakan pengalaman yang dilakukan oleh MTI dalam beberapa proyek
MTI RELATED EXPERIENCE

COMPANY DESCRIPTION
Marketing Strategy Development for Brand Strengthening PPDPP and FLPP
- Stakeholder mapping which will be carried out using relevant quantitative methods and using in-
depth interviews as a choice of qualitative methods
- Analysis of the results of stakeholder mapping which will include research analysis and
research reporting
- Formulation of a core marketing strategy for stakeholders and planning marketing communications,
as material for consideration and rationale in developing strategic directions
- Preparation of a Handbook for the Code of Ethics and Code of Conduct of the Ministry of PUPR
Kementerian Pekerjaan Umum dan
Perumahan Rakyat
Bank Indonesia Communication Evaluation Consultant Services
- Reviewing and refining the questionnaire design concept and develop a questionnaire
- Conducting survey activities through FGD and F2F on prospective respondents referring to
respondent data
- Delivering the proposed alternative respondent data if the initial respondent was unable to attend
- Conducting technical training on survey implementation for survey implementing personnel
- Evaluating the effectiveness of Bank Indonesia communications (in the form of a communication
effectiveness index) semiannually and at the end of the year related to the 2018 strategic theme
that has been carried out on internal and external stakeholders
- Evaluating the transparency of Bank Indonesia policy communication that has been carried out on
external stakeholders on a BI Wide basis with regional and category representation in KPwBI
- Mapping communication positions (engagement level): measuring the level of consumer
achievement on the basis of previous year's communication achievements, whether policy
communication is at the stage of awareness, acceptance, behavior change, or support / advocate for
all strategic themes or to stakeholder groups, and provides recommendations for improving the
position of communication.

54
Berikut merupakan pengalaman yang dilakukan oleh MTI dalam beberapa proyek
MTI RELATED EXPERIENCE

COMPANY DESCRIPTION
Digital Marketing Communication Platform Analysis
- Diagnosis: Internal Study, In-depth Interview, Observation, Face-to-Face Interview, Focus
Group Discussion
- Strategy Guideline Development: Customer Perspective, Product Perspective, Brand Perspective
- Implementation Plan: Campaign Message, Marcomm Roadmap, Marcomm Channel.
PT Belaputera Intiland
Developing an Integrated Marketing Communication Strategy
- Conducting Market Assessment, Review & Insight, analyzing tourist market studies from the
target market
- Conducting a Brand & Communication Assessment, analysis of Wonderful Indonesia brand
activities against target markets
- Planning and creating an integrated marketing communication strategy
- All activities are carried out on each study object, namely: China, India, Japan, South Korea,
England, the United States, France, Germany, the Netherlands, Taiwan, Saudi Arabia, Russia, and
Hong Kong
- Make a market analysis based on the findings of data and information that have been obtained
beforehand to show the market conditions of each country that have significant differences, by
following the destination recommendations of each market according to the 10 Ministry of Tourism
Branding Destinations, namely: Bandung ( West Java), Great Bali, Great Jakarta, Great Kepri,
Joglosemar (Jogya-Solo-Semarang), Coral Wonders (Wakatobi-Bunaken-Raja Ampat), Medan,
Makassar, Lombok, and Banyuwangi)
- Formulation of the 2019 Integrated Marketing Communication Strategy and IMC strategy
(electronic, online, print and space media platforms)
- To align communication objectives, the consultant is asked to provide a one-way
communication message (Thematic / Umbrella Campaign, and Tactical Campaign)
- Conducting assistance, supervision, third party mediation and consultation, as a form of responsibility
for the work carried out throughout the Wonderful Indonesia Marketing Development program in
the Deputy for Marketing Development II

55
Berikut merupakan pengalaman yang dilakukan oleh MTI dalam beberapa proyek
MTI RELATED EXPERIENCE

COMPANY DESCRIPTION
Communication Strategy
- Development of socialization material content, design, dummy production, and
the provision of supporting facilities / media;
- Development of socialization materials including types of communication media with
outputs:
- A pocketbook of the combination of SPI in Indonesian and English;
- A pocketbook resulting from the SPI unit;
- Handbook for implementing SPI;
- Infographic;
- Combined scientific reports in Indonesian and English;
- Unit scientific report and exposure to the introduction of SPI and the results of
the 2018 SPI

56
Berikut adalah pengalaman MTI dengan project sejenis yang lain
MTI RELATED EXPERIENCE
No Company
1 PT Pembangunan Jaya
2 BAKTI (Kominfo)
3 Perpusatakaan
Nasional
4 PT Elnusa Petrofin
5 PT Estetika Prima Duti
Pratama
6 PT Pupuk Indonesia
7 PT Dharma Polimetal
8 PT Hokinda Citra
Lestari
9 PT Bank Mandiri
Persero
10 BPJS Ketenagakerjaan
11 PT Pulau Pulau Media
12 PT Antam Tbk
13 PT Avicenna perkasa
Project Periode
Corporate Brand Assessment and Rejuvenation 27-01-2020– 03-08-2020
Blueprint Directorate Telecomunication and Corporate Information 01-10-2019 – 31-12-2019
Services
Library Grand Design and Road Map Transformation Based on Social 09-09-2019 – 27-12-2019
Inclusion
Long Term Company Planning 08-08-2019 – 07-09-2019
Marketing and Branding Strategy for the new Segments
Branding Consulting Project 28-02-2019 – 28-05-2019
Market Strategy 11-04-2019 – 29-08-2019
Developing Brand identity 21-01-2019 – 21-05-2019
Assets & Brand Liabilities and marketing Evaluation Studies Period 2018 – 05-03-2019 – 03-02-2021
2020 with open contract system
Service Blueprint BPJS Ketenagakerjaan 02-10-2018 – 26-02-2019
Brand Performance Research at Railink 01-10-2018 – 30-11-2018
Jasa Konsultansi Pendampingan Strategi Bisnis dan Pemasaran Retail 13-08-2018 – 13-05-2019
UBPP Logam Mulia
Consulting Branding 01-08-2018 – 13-05-2019
57
About MarkPlus
A Leading Southeast Asian Professional Service Firm
ABOUT US

1 Attracting Investors
Rethinking Marketing
WOW 2 3
Marketing!
Marketing 5.0

Think ASEAN!
Repositioning
ASIA
Marketing with Heart

Constant Innovation Unparalleled Understanding Comprehensive Service

in Marketing of the region across functions
Founded by Hermawan MarkPlus, with its truly nation- MarkPlus comprises 4
Kartajaya, a world-class wide network of 18 cities, is integrated business units
marketing guru, MarkPlus is the gateway into all regions of which able to provide a
constantly inventing new ways the growing Indonesian comprehensive service without
to approach the ever- market. the need to engage 3rd party
changing market. vendors.

59
 We comprises four integrated business units
OUR BUSINESS UNITS

Develop marketing and

strategy solutions based
on proven concepts and
methodologies

ture marketing and social insights for crucial decision making Offer world-class corporate and public training programs

Provide online and

offline community-based
media activations

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MTI Analysis provides tailored research for clients in all phases of their business, starting from new product
development to market expansion
OUR RESEARCH METHODOLOGY

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We are constantly pushing marketing concepts forward
MTI PUBLICATION

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As an integrated solutions provider, serving a broad mix of clientele spread across over a dozen industry sectors
MTI, INC

With nearly three decades of experience studying Indonesia – and armed with our unparalleled expertise in
consulting, research and training services, MarkPlus has uniquely positioned itself as an integrated solutions
provider, serving a broad mix of clientele spread across over a dozen industry sectors.

Automotive, Transportation
Financial Services Hi-Tech Property & Government and Public Resources, Infrastructure
& Logistics (ATL) & Utilities (RIU)
Industry (FSI) Consumer (HPC) Services (GPS)

Specialized Marketing Consulting

Cutting-Edge Marketing & Social Research

Empowering Training and Education

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We have more 31 years of experience across industry
OUR COMPETITIVENESS
31 Years of Experience in helping businesses grow
31 We have robust experience for over 31 years
providing professional services and until now,
we are still specialized in the area of
marketing
Proud member of ESOMAR
A member of an international association for
advancing market research worldwide. This is
made possible by our commitment to
research quality and experience in a wide
array of marketing topics
Chosen by market leaders across industries
We work closely in market leaders in capturing
their voice of customers, developing human
capital and advising overall business strategy
Renowned marketing authority & thought leader
Innovation is our DNA, we constantly
developing new marketing concept,
progressing the field of marketing to the
whole new level.
Driven by innovation that stems in our DNA
As a thought leader in the universe of
marketing, we constantly innovate our thinking
thus enabling us to produce globally accepted
marketing concepts
Unparalleled Understanding of the region
With truly nation-wide network in all 18 top
cities of Indonesia, we know this market better
than anyone
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Major players across industry entrusted their research/ consulting/ training project to MarkPlus
OUR CLIENTS

Healthcare Property Consumer

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Major players across industry entrusted their research/ consulting/ training project to MTI
OUR CLIENTS

Communication Hi Tech Media

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Major players across industry entrusted their research/ consulting/ training project to MTI
OUR CLIENTS

Banking Insurance Multifinance

Others

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Major players across industry entrusted their research/ consulting/ training project to MTI
OUR CLIENTS

Automotive Transportation Logistic

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Major players across industry entrusted their research/ consulting/ training project to MTI
OUR CLIENTS

Resources Infrastructure Utilities

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