story of my journey

1. A Brand Called
R
FredyUtama
085 88 359 7494
by Fredy Utama
fredyutama@yahoo.com

2. FredyUtama was born in Sanggau
(West Kalimantan) and raised up in
Jakarta, 33 years ago.
He got an GPA 3.28 when graduated
from Trisakti University (Majoring
Industrial Engineering)

3. At age of 22, FredyUtama
started his first business in
Jalan Sabang Jakarta.
One year after, he realized that the
lack of knowledge make his business
is not running well.
Then, he went to Prasetiya Mulya, Graduate
School of Management - Jakarta, to learn
more about marketing concepts and the
implementation and got 3.5 GPA
When FredyUtama was 25, he faced
another turning point

4. As a Customer Satisfaction
Program Supervisor, he started
his first professionals career at
Astra International Isuzu Sales
Operation.
He designed, developed and
executed CS program and
training program for branches
to increase their skill and
knowledge, not only about the
product but also how to
interact with the customer

5. As an Area Sales Manager for Solo &
Jogja Area, he learned how to 10 months later, He chose to take the
organized and facilitated sales team offer from Jansen Pharmaceutical,
member, made crucial decisions, a division of Johnson & Johnson
delegated responsibilities, and Indonesia and made
uphold responsibilities through the the big leap in his life
decision he made to achieve the
sales target.
Through team work and depth Not only the sales, FredyUtama
analysis about the market, he developed the training program for his
increased sales 4 times. area salespersons and also for the key
customer (Hospital Employee,
Pharmacists, Distributors)
In the year 2002, FredyUtama
had been promoted to the
head office in Jakarta and start
his experience in the
marketing field

6. His responsible as a Product Manager required him to be liaison
with people from various levels and various Industries like
Paediatrician, Institution like IDAI, Researchers, Agency, Event
Organizer, Outlet and Distributors.
FredyUtama found himself was enlightened by a
marketing era where the role of consumers and the
importance of interactive communication had been
focused on...
His developed a Vermox Goes To
School campaign and gave the student
the health information about how
dangerous the disease can be.
One year after, he increased sales up to 28% compare with previous
year, achieved Vermox 2002 Sales Target in October 2002 and also
increased Vermox availability, up to 30% of total market

7. In the year 2003,
he made another
quantum
leap of his
life
FredyUtama developed a
printing company, He developed new opportunities and
CiptaMediaKreasindo, new market for existing service. He
with old friends by took also managed, maintained and
over his friend family developed sales from key customer
business and new customer

8. In 2005, he started his brand
consultancy, BRANDNA
With his team, he developed the
brand revitalization program,
developed brand value, developed
Some of the project: brand personality, brand
Brand Revitalization Program architecture and brand structure
Blueprint (For PT Perkebunan
Nusantara VIII) &
New Brand Development Program
Blueprint (For BERINDO)

9. Finally, FredyUtama realize there is a gap of
perception in the market about brand
a brand is a name, term, sign, symbol
a brand term,a name, term, sign,
a brand is a name,
is sign, symbol
symbol
a brand is a name, term, sign, symbol

10. Therefore, FredyUtama
developed an idealism projects,
BRANDNA Magazine
To share knowledge about
brand/branding and all
aspect of the brand

11. that brand is more than just a logo .....
...... brand is more than just a symbol

12. FredyUtama believed
A brand is more than simply a
name, trademark, a design, a
slogan or an easily remembered
picture. A brand built by
experiencing their value and their
promises in customer minds.
“A brand is all about
what people think,
and say about your
product and your
services”

13. Not only creating a
differentiation
but also creating experience

14. Since February 2008, FredyUtama also share his knowledge
about brand strategy in Adamantium Communication as a
Technical Advisor/Brand Strategist
Since April 2008, FredyUtama share
his beliefs in brand/marketing/
advertising at LaSalle College
International Jakarta
Since November 2008, He did a part time job working out
the rebranding program for management consultancy
company and business to business company
He is also active as a guest lecturer and public speaker
for brand management subject

15. ... not only share his knowledge and his experience in
creating a brand through integrated marketing
communication .....
advertising
public relation/event
sales promotion
direct marketing
personal selling
brand identity branding activity brand image

16. ..... also sharing marketing
universe ......
4P 4C 4E
Product Consumer Experience
Price Cost Exchange
Place Convenience Everyplace
Promotion Communication Evangelism
..... and sharing how customer think when they bought
a brand .....
the journey
continued ......

17. an old
friend called opportunity to share
the concept, the experience in
offering an
sales and marketing area
opportunity
new endeavor
new industry
tourism
hospitality
a destination
a theme park

18. implement the
fundamental
strategy of
sales & marketing
Maximize the channel
PULL STRATEGY
Target Customer
PUSH STRATEGY
Creating the hidden demand

19. 18 months goes
after setting up new organizations
motivating, coaching the team
setting up standard operation procedure
creating supportive working environment
focusing activity on key driver performance
make direction, go with the direction
listen to the competitor movement
implement different standard, different activity
encouraging team to think inside and out of the box
then sales increase Up to 5 times
brand awareness increase up to 50%

20. together with the team
outlet development / market development
creating package for different market
product bundling with others tour operator
joint promotion with other company
safari education goes to school
safari education goes to hotel
hotel / travel agent information blast
road show event
membership card
internet & social media campaign
others sales & marketing program
Increasing Number of
Contribution Outlet
more than 200%
Market Focus Growth
up to 200%

21. achievement
Bali Safari & Marine Park
= The Indonesia Leading Amusement park
Bali Safari & Marine Park
= The first destination place for Australian and Japanese

22. trying hard to combine
creativity with people development
trying hard to increase the
brand awareness
and most difficult things is to
convert the brand awareness to
brand usage

23. is it the journey
?
end
it is a never ending journey
looking for different challenge
looking for other endeavor
creating my success experience
creating my own definition to success

24. Hopefully, FredyUtama
will have an
opportunity to share
his experience and
also his knowledge in
your company
together
creating success
Thank
you
fredy.utama@yahoo.com
085 88 359 7494