Expert: Understand consumers a way brands stay relevant in the marketplace

For the business world itself, this recognition is expected to encourage brands to always be relevant to various changes.

Jakarta (ANTARA) – Marketing and Branding Expert Amalia E. Maulana, Ph.D. said understanding consumers is a way for a brand to stay relevant in a rapidly changing market due to the pandemic while helping a product survive and grow.

The statement was presented by Amalia at a webinar The Power of Product & Service Innovation to Welcome the New Normal held by MIX MarComm Magazine in Jakarta, Thursday.

The Associate Professor at Binus University and founder of Etnomark Consulting revealed that product development in the midst of rapid technological disruption due to the pandemic emphasizes three important things, namely costumer understanding, costumer understandingand costumer understanding.

“There are some companies that are not used to it… We are now being forced into customer understandingsaid Amalia.

Therefore, according to him, the winners in business competition in the pandemic era are those who are able to understand that philosophy, carry out innovative innovations beyondand seeing multidimensionally, continuously seeing, hearing, and feeling consumer emotions.

Meanwhile, the Chief Editor of MarComm MIX Magazine Lis Hendriani said that the innovation of brand holders in the midst of a pandemic prompted them to hold an event Product & Service of the Year 2022 as an appreciation for their efforts to present the latest product or service.

He hopes that this recognition can encourage the business world to continue to create innovations in order to provide the best products and services for Indonesian consumers.

“For the business world itself, this recognition is expected to encourage brands to always be relevant to various changes,” he said.

In addition, from a macro perspective, he hopes that this innovation can encourage economic growth through the creation of new demand.

Lis explained that the majority of the innovations presented by the 20 winners Product & Service of the Year 2022 is to answer consumer needs during a pandemic. However, there are also innovations beyond pandemic to capture a new market or as a brand revitalization effort.

He gave the example of Campina ice cream as the winner of the category Pandemic Product Innovation able to present innovative ice cream products with a vitamin C content of 90 mg. This content is considered sufficient for a person’s daily vitamin C needs, especially during a pandemic.

“MarComm MIX magazine randomly researched about 100 products and services launched to the market in the last 2 years (2020-2021),” said Lis.

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From the research and assessment of experts marketing and branding such as Amalia E. Maulana, Ph.D., Dr. A. Edhy Aruman (Senior Editor of SWA Media Group/LSPR Lecturer), and Simon Jonatan (former President Director of PT Bintang Toedjoe) won 20 winners divided into four categories.

Here are the names of the winners Product & Service of the Year 2022:

Category: Blue Ocean Product Innovation

1. Indofood CBP Sukses Makmur – Pop Mie with Rice (PaNas)
2. Kobe Boga Utama – Mi BonCabe
3. Samsung Electronics Indonesia – Samsung Galaxy Z Fold3 5G dan Galaxy Z Flip3 5G
4. Pigeon Baby – Pigeon Natural Botanical Baby
5. YOU Indonesia – YOUVIT x ERHA Collagen

Category: Blue Ocean Service Innovation

1. CGV Indonesia – Cinema Sultan CGV
2. Wisanka Indonesia – Wisanka Outdoor Virtual Reality Showroom
3. Mamikos –Mamikos
4. Sharp Electronics Indonesia – Sharp Artificial Intelligence Virtual Assistant (SALLI)
5. LG Electronics Indonesia – LG HVAC Virtual Experience

Category: Pandemic Product Innovation

1. Yoshinoya Indonesia –Yoshinoya Beef & Chicken Pack
2. Bumi Berkah Catering – Kopi Kenangan RTD Coffee
3. Campina Ice Cream Industry – Campina Ice Cream with Vitamin C 90mg
4. Samsung Electronics Indonesia – Samsung Family Hub Refrigerator
5. YOU Indonesia – Youvit Omega-3

Category: Pandemic Service Innovation

1. Shopee Indonesia – ShopeePay
2. Traveloka – Traveloka Feature Innovation
3. Blue Bird – Bluebird Chat on Delivery (COD)
4. Bank Nobu – Nobu Drive Thru
5. Pertamina (Persero) – Pertamina Delivery Service

Reporter: Risbiani Fardaniah
Editor: D.Dj. Kliwantoro
COPYRIGHT © ANTARA 2022

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