Download - Global Chaser - Pertamina Lubricants
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Indonesian Brand Forum 2013Presented by :Redesmon MunirOverseas Marketing Manager-LubricantsJakarta, May 20, 2013
PERTAMINA LUBRICANTS : BE A GLOBAL BRAND
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Market Expansion
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Modes of entry selection
THE SCOPE
Decision making Process (Macro and Industry Analysis).
Patner Analysis and Choices
Market Penetration Theory
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Joint venture with minority, equal or
non absolute position
Consortium partner
1. Wholly-Owned Subsidiaryby Greenfield Investment2. Full or Dominant Acquisition3.Joint-Venture with absoluteMajority (Above 66 %)
DistributorForeign Contract Manufacturing
AgentRepresentative
FrenchiseeCorrespondent
Regional HeadquartersMarketing SubsidiaryProcurement OfficeRepresentative OfficeTechnical Observatory
Intensity ofInvestment
HIGH
LOW
None or limited Control Full or Absolute Control
Arm’s Lengths Agreements
Ownership
Model
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WhollyOwned
Acquisition
JointVenture Licensing Repres.
Office
AgentDistributo
rUpfront InvestmentFinancial &Managerial
HIGH HIGH MEDIUM LOW LOW/MED LOW
Speed ofEntry SLOW QUICK QUICK MEDIUM LOW Possibly
QuickMarket Penetration
MEDIUM HIGH MED/HIGH MED/LOW LOW MED/LOW
Control ofMarket(CustomerKnowledge)
HIGH HIGH MEDIUM NIL LOW LOW/NIL
Model
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Challenge in Overseas Market
Succes Story Challenge Strategy Formulation
Until this moment, Pertamina Lubricants already marketed to 23 countries around the world
Excellent growth in Asia Pacific Market; Singapore, Australia, Japan, and Myanmar. More faster to enter Europe and Africa in 2012 than the actual target in 2016.
1 Pertamina Brand in average still unknown in overseas market.
2 Indirect export model, so we have to find the right country distributor :- Capabilities- Financial - Experience
3 Competitive cost :- Macro economy- Currency- Shipping cost
4 Different Market culture
Effective marketing communication program
Combine global & localize marketing campaign
First selection model Mentoring Propose to develope country
representative
Price formulation LOCALIZE production
Customize product Customize communication
program
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Challenge in Overseas Market Overseas market at glance
In Europe
In Australia
In Bangladesh
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Performance Result International Market
8
Just in three years, Pertamina Overseas has successfully expanded to 25 countries in 2012
Revenue in 2012: 2.2 trillion IDR (Finish Product, LBO)
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Billboard Pertamina
Bundling Program Display produk di Outlet
Above The Line Below The Line
TV Commercial
Marketing Communication
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OEM Endorsement
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Thank You