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Cara Kalbe Kembalikan Kebersamaan Lewat #FamilyHug

Kalbe Family Hug Campaign

Tak dapat dipungkiri bahwa perkembangan jaman dan teknologi mempunyai kebaikan sekaligus keburukan. Dengan gadget, semua orang merasa terbantukan, namun di sisi lain keakraban antar keluarga kini menjadi semacam rutinitas yang tak lagi istimewa seperti dulu. Kesibukan dengan gadget masing-masing sepertinya mengukuhkan kalimat “Bersama namun tidak bersama”. Hal inilah yang melandasi pemikiran Kalbe Family membuat gerakan #FamilyHug  untuk mengembalikan kebersamaan yang seutuhnya dan membantu menciptakan keluarga yang kuat dan penuh kasih sayang.
Bertepatan dengan Hari Keluarga Nasional 2014, Kalbe Family menyelenggarakan booth foto keluarga instan seharga Rp. 100.000.000 per foto. Namun ada cara lain untuk bisa foto dengan gratis yaitu berpelukan mesra bersama keluarga untuk mengingatkan bahwa pelukan dalam keluarga sangat berharga.
Kalbe Family Hug
Simak videonya dibawah ini.

 

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Marketing

Daniel Tumiwa Departs from Garuda Indonesia and Landed at OLX as CEO

daniel-tumiwa

We’ve been heard  that Garuda Indonesia reorganize their managements team after CEO Emirsyah stepped down and replaced by Arif Wibowo couples month ago. Now, Daniel Tumiwa will leave his position in Garuda Indonesia as Vice President of Digital Business since mid-2013 and become CEO of OLX Indonesia.

Daniel will continue merger transition between OLX Indonesia and Berniaga to become one entity. In general, Daniel says will focus to lead Indonesian habits to take advantage of the opportunity to sell unused and used goods, in accordance with the mission OLX Indonesia

Daniel confirmed the move. “Yes I will lead OLX Indonesia, starting in late April.”

Prior to Garuda Indonesia, Daniel served as country manager in Multiply Indonesia. OLX and Multiply Indonesia were given funding by the same investors, Naspers. So Daniel is familiar with Naspers business.

Naspers still has a majority stake in Indonesian OLX, by 64 percent, while the remaining 36 percent is owned by 701 Search. 701 Search is a combination of the company Schibsted (Norway), Telenor (Norway), and Singapore Press Holdings (Singapore).

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Marketing

Bagaimana Digital Mindset Di Dunia Bisnis Indonesia

Digital Mindset

Perkembangan pesat dunia digital di Indonesia sudah bukan topik yang menarik sekarang. Topik ini sudah dibahas sejak 7 tahun lalu. Tapi jika melihat dunia bisnis lokal dengan lebih teliti dan detail, ternyata perkembangan digital ini baru euphoria sebagian pihak saja. Dunia digital atau internet belum maksimal dimanfaatkan semua pemain bisnis di Indonesia. Tidak percaya?
Salah satu indikator perkembangan dunia bisnis adalah Ad-Spending atau pembelanjaan iklan di Indonesia. Menurut data eMarketer tahun 2013 total Ad Spending di Indonesia adalah sebesar U$ 9.99 billions (sekitar 110 Triliun Rupiah) sedangkan alokasi untuk digital Ad hanya sekitar  2% saja. Dengan angka sekecil itu tentunya berdampak signifikan ke aktifitas digital di tanah air. Tapi mengapa kelihatannya perkembangan digital terasa begitu pesat?
Sebenarnya dunia digital di Indonesia mulai berkembang pesat sejak tahun 2007 pada era masuknya teknologi 3G di Indonesia. Pada saat itu dibawa oleh perusahaan teknologi lokal. Kebetulan popularitas Facebook juga mulai naik dan kemudian diikuti oleh Twitter. Kalau masih ingat, beberapa iklan provider handphone waktu itu memanfaatkan fitur “Facebookan dan Twitteran” untuk promosinya. Facebook baru mulai popular di Indonesia saat itu sementara aktifitas internet untuk bisnis masih didominasi oleh email, blogs serta website corporate. Karena persaingan yang ketat, perusahaan provider berusaha memanfaatkan popularitas social media untuk mendapatkan pelanggan.
Akibat gencarnya promosi provider dan meluasnya pemakaian internet 3G, maka dalam waktu singkat aktifitas di social media menyebar hingga ke kota-kota kecil dan belakangan masuk juga ke pinggir kota terutama di generasi muda. Kebetulan dalam bidang pendidikan pemakaian internet juga sudah mulai gencar di sekolah-sekolah. Media digital besar hanya didominasi beberapa pemain saja. Kemudian tahun 2009 Kaskus melakukan rebranding dan menjadi forum komunitas terbesar di Indonesia. Akses internet yang makin cepat ditambah munculnya tablet menciptakan peluang-peluang baru untuk pemain e-commerce, games, aplikasi dan mobile.
Kembali ke pertanyaan di atas, mengapa perkembangan bisnis digital di Indonesia belum maksimal?
Jika melihat aktifitas bisnis lokal, mulai dari UKM, perusahaan sedang hingga perusahaan besar baru sebagian yang memanfaatkan digital. Terutama perusahaan besar yang sudah memanfaatkan integrasi digital dalam bidang Marketing, Finance, Inventory, Supply-Chain hingga Delivery dan Customer Service. Ada yang sudah beradaptasi pernuh, ada yang baru sebagian. Sedangkan untuk perusahaan berukuran sedang & UKM masih butuh waktu untuk memanfaatkan teknologi digital dalam operasionalnya. Selain kendala kapital dan SDM, tentunya yang paling penting adalah ‘Digital Mindset’ dari para pemain bisnis lokal.
 Menurut Forbes, ada 5 hal yang dapat dilakukan untuk mengembangkan digital mindset:

  1. Pelaku bisnis harus memiliki Visi digital dan menularkan ke dalam organisasinya.
  2. Memberikan peluang untuk generasi muda dalam memanfaatkan teknologi digital.
  3. Menjembatani gap antar pihak yang lebih digital savvy dengan pihak yang masih konvensional.
  4. Percaya dengan data digital yang digabungkan dengan intuisi.
  5. Open minded dengan hal-hal baru yang muncul terus menerus beserta perubahan yang mengikuti trend tersebut.

Melalui 5 hal di atas, maka pelaku bisnis bisa dengan mulus membawa bisnisnya masuk ke teknologi digital secara maksimal.
 
Tulisan ini disumbang oleh: 
Herman Kwok
CEO SemutApi Colony dan Klix Digital

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Marketing

Mizone Memperkenalkan Produk Baru: Fres'in

Mizone Fres'in.

Mizone, brand minuman isotonik mengeluarkan varian baru yang sama sekali berbeda dengan sebelumnya. Varian baru ini bukan lagi sebuah minuman isotonik tapi merupakan perpaduan unik buah, vitamin dan ekstrak white tea. White tea sendiri di Indonesia belum begitu populer karena memang harganya yang mahal.
Di Indonesia sendiri dalam tahun 2014, berdasarkan Kantar Worldpanel Group kategori Minuman mengalami peningkatan yang cukup signifikan. Untuk pangsa urban, produk minuman naik 18% dari tahun lalu. Sedangkan pasar rural mengalami kenaikan sampai 25% dibandingkan dengan tahun 2013.
Untuk mendukung peluncuran produk baru ini, Mizone mengeluarkan TVC versi Merchansider Tokok dimana digambarkan penjaga minuman Mizone isotonik beradu pendapat dengan Fres’in. Fres’in sendiri hadir dalam 2 varian yaitu: Juicy Strawberry dan Crispy Apple.
 
http://www.youtube.com/watch?v=oxntkoQSiSM
Di social media seperti facebook dan twitter, Mizone merilis konten-konten dengan hashtag #BenarBenarBeda
[fb_embed_post href=”https://www.facebook.com/photo.php?fbid=10152338800510928&set=a.128565095927.133696.38738965927&type=1&theater/” width=”550″/]
 
Selain itu, di Youtube Mizone Fres’in juga mengeluarkan seri video di youtube untuk kampanye ini yang terdiri dari video-video lucu.
 
http://www.youtube.com/watch?v=tMkyPjhjr7g&list=PLRz3TnPJKRmoGOAqa10c01O7wY_0YRgHp
 
Selain meluncurkan TVC, content marketing dan video series, mereka juga mengadakan sampling di ruang publik dengan membagikan Fres’in dengan gratis. Pembagian sampling ini juga bisa diperoleh melalui website mereka.
 


Apakah Mizone Fres’in mampu bersaing dalam pasar minuman dalam botol di Indonesia? Sepertinya harus kita tunggu.
 

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