ASIA-PACIFIC – INDONESIA, October 3, 2012 – Realizing the need for marketers in Indonesia to maximize the potential of their brands in the all-important point of purchase, Draftfcb launched the agency’s Indonesian shopper marketing practice.
Tina Manikas, Draftfcb’s Global Retail & Promotions Officer, has officially launched the agency’s Indonesian shopper marketing practice while visiting Jakarta.
Changes in the marketing practice include the art and science of influencing shopper behavior. This discipline is particularly important in Indonesia with dramatic changes in the retail landscape and more discerning consumers. Marketers have realized that classical above-the-line communication has its limitations when it comes to the critical point of sale. Changing attitudes and perceptions alone won’t change business, changing behavior will.
Tina Manikas, global retail & promotions officer, launched the practice at a well-attended seminar which was part of her two-day tour. Manikas made a presentation on the importance of mapping the shopper’s journey and maximizing sales through creative and relevant ideas that assist the shopper in making a decision
Using best-in-class examples she demonstrated how ideas break through barriers along the consumer’s journey and inspire people to engage and buy.
“To succeed, marketers need to understand what motivates people at key points of persuasion in order to frame new and insightful ways to transform human behavior,” Manikas said.
The specialist shopper marketing team is headed by Imperia Oktabrinda who has over four years experience in this area. Draftfcb has operated in Indonesia for over 20 years and amongst the major local and international brands handled are Oreo, Kraft Cheese, TUC, Nivea and Zwitsal Baby Care from Unilever.
