Closing the Indonesian SMEs’ Gap
(in partnership with the Ministry of Trade, Republic of Indonesia)
Why: Social Impact Through Marketing
The Indonesian economy has recorded strong growth over the past few decades. Trade surplus has been a significant contributor, while exports are also considered one of the most important reforms accelerating growth. However, Indonesia’s exports have always relied on raw materials and commodities in lieu of finished products with higher selling value because of resources challenges. Indonesia Ministry of Trade has been assisting small and medium enterprises (SMEs) in their attempt to enter international market with good finished products, but in order to do so, these products require strong branding identities.
To develop successful branding strategies for over 50 SMEs, Ministry of Trade chose MarkPlus as its partner. Since 2016, MarkPlus has been assisting the ministry on bridging the public and social gaps impeding national development through marketing.
What: Market-Oriented Strategy for Indonesia
Indonesian businesses seem to have manufacturing in its DNA. We create products based on our know-how and depend largely on the nature of the material used. Thus, the concept of creating products which meet market
demands (read: MARKETING) is not understood. In this project, MarkPlus, together with the Ministry of Trade, developed an easy-to-understand, three-day consulting project for over 50 SMEs to develop strong brands and customized communication strategies. The strategies involved understanding their customer needs, creating optimal value propositions and finally designing relevant brand identities.
How: Empathetic Workshop Approach
MarkPlus is acknowledged for simplifying complex methodologies and we
take pride in our world-renowned frameworks. To navigate through the
minds of SMEs, we developed a workshop approach:
- A half-day training session about importance of branding and branding strategy.
- A one-day field trip to production sites of these SMEs to better understand their product offerings
- A one-day session of individual coaching on developing customized branding strategy and communication plan for each SME.
The result has been rewarding as SMEs have admittedly developed a better grasp on the importance of branding and agree the workshop boosted their confidence in making their products ‘go international’.