Infrastructure & Utilities

At MarkPlus, we work closely with a range of clients from different industries, including some of Indonesia’s topmost companies and institutions from public and private sectors, as well as regional companies and multinationals.

Some of our clients in the Resources, Infrastructure, and Utilities Industry Group include:

Pertamina (Persero), Pertagas Niaga, Semen Indonesia, Semen Tonasa, Semen Padang, PT Pupuk Sriwidjaja Palembang (Pusri), PT Pupuk Kujang, Charoen Pokphan, Wonokoyo, PT ANTAM (Persero), Tbk., PT Tambang Batubara Bukit Asam (Persero), Tbk., PT Pembangkitan Jawa-Bali (PJB), Petrokimia Gresik, PT Perkebunan Nusantara IX (PTPN IX), PT Perkebunan Nusantara XI (PTPN XI), Perusahaan Gas Negara (PGN), Perum Perhutani, PT Pelat Timah Nusantara (Latinusa), PT Kalimantan Prima Persada, PT Pamapersada Nusantara, Gagas Energi, CNOOC, Asian Agri, BASF, Aardwolf
Pestkare Indonesia, PT Rutan.

PT Angkasa Pura I (Persero), PT Angkasa Pura II (Persero), PT Wijaya Karya (Persero), Tbk., PT Wika Industri Energi, PT Waskita Karya (Persero), Tbk., PT Waskita Beton Precast, PT PP (Persero), Tbk., PT Jasa Marga (Persero), Tbk., PT Pelindo III (Persero), PT Pelindo IV (Persero), PT Sarana Multi Infrastructure (SMI), Terminal Peti Kemas, Brantas Abipraya, Dahana, AirNav Indonesia.

PT PLN (Persero), Perum Peruri, Perusahaan Daerah Air Minum (PDAM), Sucofindo, PT Dupont Indonesia, Propan Raya, Surveyor Indonesia.

Some of our services in the Resources, Infrastructure, and Utilities Industry Group include:

Marketing Strategy

Formulate a prioritization mapping and market oriented strategy to boost productivity and performance of company development.

Branding Strategy

Assist companies in their attempt to boost competitiveness of product or service branding to improve market competitiveness.

Rebranding & Rejuvenation Strategy

Rejuvenate existing branding strategy in response to ever-changing market expectations and desires.

Marketing Communication Strategy

Developing a strong marketing communication plan by understanding customers’ path to purchase

Marketing Communication Effectiveness Research

Assessing current marketing communication activities to better understand their impacts on brand image and avoid budget overloads.

Leadership Training

Develop knowledge, skill, and mindset to become a leader with empathetic individual and social capacities.

Marketing 3.0 Workshop

Develop ideas to implement spiritual marketing as a way to give back to society and help shaping good brand image in public perception

Marketing Mindset Training

Provide a simple understanding on turning a product oriented company/institution into a market-oriented one.

Sales Force Development Project

Evaluate implementation of existing sales force strategy and formulate improved strategy and compose tactical program to implement.

Sales Management Training

Develop knowledge, skill, and mindset to nurture a successful salespeople team and help improving sales productivity

Customer/Supplier Satisfaction Index Research

Evaluate customer or supplier satisfaction to identify key priority improvement needed to enhance loyalty and advocacy

Pertamina – PERTAMAX TURBO: Elevating Pertamina Brand Image

Why: The Need to Strengthen Pertamax Series Brand
For years, Pertamina Premium and Pertamax Series product lines have competed with international brands. Pertamina’s best-selling product, the non-profitable public service obligation (PSO) fuel is a market leader. When Pertalite came, Pertamina recorded high increase in profit and slowly turned the PSO fuel user to use Pertalite. While a financially favorable move, Pertamina couldn’t leverage its brand image in terms of quality because Pertalite is still considered affordable. When Pertamax series was pitted against international brands, it was incorrectly perceived to be overpriced and have overrated quality, while it was just a matter of unclear positioning and lack of a strong branding strategy.

With an extensive know-how on oil and gas market and its consumption patterns and a profound understanding of governmental bureaucratic gestures at work, MarkPlus navigated through the challenges, choosing the right product to be the image builder, defining clear brand positioning, and arrived at an effective branding strategy to target the right segment.

MarkPlus recommended that Pertamina should choose one product as the primary face of Pertamax series, and that is Pertamax Plus. Many however questioned the “Plus” in the name, and majority even interpreted the “Plus” to be“more expensive”, while the context was about quality. The name was therefore revised into “Turbo” to concretize the meaning while at the same time, the quality was also improved from RON 95 to RON 98. The positioning of Pertamax Turbo was then clearly stated as “International Quality Fuel for Top Acceleration”, with “Perfection in Performance” tagline.

How: Designing Integrated Marketing Communication Plan
MarkPlus designed a comprehensive integrated marketing communication plan to ensure that the market perceived Pertamax Turbo the way Pertamina wants them to. Through Above-the-Line and Below-the-Line media, all marketing communication channels were being utilized.

For example, to emphasize the “international” image, Pertamax Turbo launched in Belgium, before being tested in several European countries. Pertamina also collaborated with upscale international brand Lamborghini and chose Squadra Corse motorsports division as the captive market. Numerous advertisements were put out and events were organized to increase awareness and boost sales and recommendation towards the product.

Inquire about our Research, Infrastructure & Utilities

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