Social Impact Program“Micro Enterprise Business Support in Indonesia”

M. Ari Margiono, MScEcon, MMStudent and Alumni Relations Manager/Contribution to Community

BINUS Business SchoolJakarta, Indonesia

mmargiono@binus.eduhttp://bbs.binus.edu

1 October 2011

The Program• Collaboration between Binus Business

School - students and faculty members from school of marketing and school of art and design - and International and local NGOs

• Creating social impact by marketing innovation

• Program areas: community product marketing support, livelihood for poor people, etc

• Short-term pilot project: 6 months

The Project“Community Product Marketing Plan Development and Training”

Sea Holly (Acanthus) Tea

Restoring Coastal Livelihood Project

The project is part of an Oxfam GB, Oxfam Canada, and CIDA

program on mangrove restoration and

community livelihood improvement in South

Sulawesi, IndonesiaLocal community produces herbal tea

from sea holly (acanthus) plant growing wild in the mangrove conservation area

Supporting local women producers by increasing their knowledge and skills in

marketing and product design

The Challenges

• Limited capacity, skills and production technology

• Herbal tea might only be appealing to certain market, e.g. premium

• No reliable business infrastructure

“How can local community produce and

sell local herbal (acanthus) tea to

premium market?”

Framework

Raw Acanthus

Women Community Producer Groups at

Takalar, South Sulawesi

Production Process

Finished Product Market

BINUS Business SchoolMarketing Capacity Building

Potential Market Analysis (Premium)

Collecting Cutting, Drying Packaging

Packaging Design Support

Oxfam

The Process

Assessment and Site-Visit

Identify challenges and

looking for production and

design opportunities at the community level

Student Group

Competition

Invite students to develop draft

marketing plan (including

market research) and

product design in a competition, based on challenges and opportunities

presented

Voting

Marketing plan and product

design presentation.

Oxfam and lecturers from Binus

Business School vote the best design and plan - based on the challenges and

opportunities criteria

Prototype Finalization

A team of lecturers and the best

marketing plan student group and

product design team work together to

finalize the plan. Oxfam will

review the plan

Community Training and Production

Review

on site activities (south sulawesi)

in campus activities (jakarta)

A team of lecturers and the best student

group conduct participatory training on

product development and product

marketing (using parameters in the marketing plan and

product design)

Reviewing the

sustainability of the production

process

Timetable

Assessment and Site-Visit

Identify challenges and

looking for production and

design opportunities at the community level

Student Group

Competition

Invite students to develop draft

marketing plan (including

market research) and

product design in a competition, based on challenges and opportunities

presented

Voting

Marketing plan and product

design presentation.

Oxfam and lecturers from Binus

Business School vote the best design and plan - based on the challenges and

opportunities criteria

Prototype Finalization

Community Training and Production

Review

on site activities (south sulawesi)

in campus activities (jakarta)

Reviewing the

sustainability of the production

process

Sept 11 Sept 11 Oct 11 Dec 11 Mar 12 Apr 12

A team of lecturers and the best

marketing plan student group and

product design team work together to

finalize the plan. Oxfam will

review the plan

A team of lecturers and the best student

group conduct participatory training on

product development and product

marketing (using parameters in the marketing plan and

product design)

AssessmentA team of BINUS Business

School lecturers conducted a field visit to Takalar village in South Sulawesi to identify the

challenges and the opportunities in developing

marketing strategy for grass-root communities

BINUS lecturers were listening to the explanation from Oxfam’s Project Manager and from local community acanthus tea producers

Assessment #2Binus Business School team

identified several opportunities and challenges in the

production process

Collecting wild Achantus

Traditional Processing and Sun Drying

Final Product

Premium product,Exotic herbal tea positioning

Packaging from local materials

Opportunities

Production capacityProduct quality

Supply Chain issuesLimited marketing knowledge

Challenges

TrainingDuring the

assessment period, BINUS lecturers

delivered the basics of marketing training for

Community Organizers and

Oxfam’s partners

Segmenting, Targeting, Positioning Marketing MixDr. Pantri Heriyati Rini Setiowati, MBA

BrandAndy Lunarjanto, MBA

Marketing Strategy DevelopmentDr. Asnan Furinto

CompetitionBINUS BUSINESS SCHOOL students were involved in the

process. They presented their marketing plan

In the Pipeline

Community Training and Production

Review

Workshop for Community on Business Plan/Setup and

Marketing Plan

BINUS lecturers with expertise in Marketing, Brand Management, Finance, Social Enterpreneurship, and Social Media will provide two-day

workshops

This stage is aimed to evaluate the

whole process and to improve the collaboration

Potential Collaboration

Student Group

CompetitionVoting

Prototype Finalization

Community Training and Production

Review

Global Immersion ProgramPotential expansion of the program to include student immersion program from

overseas university (UK, US, Europe, etc).

Overseas students will collaborate with BINUS Business School students to

finalize the marketing plan prototype for the community

Thank You