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MANAGING LOCAL BRAND IN THE COMPETITIVE GLOBAL ERA
FIGHTING THE GIANT
We generally think that they are better than local. Are they?
Our life is surrounded by global brands
NO GLOBAL BRANDS
STARTED AS A GLOBAL BRAND
THEY’RE ALL STARTED
AS A LOCAL BRAND
There was only one small store in Seattle
Previously..
Source: Washington Post
They are all over the world
Today,
We’ll have the same quality of STARBUCKS experience
Anywhere in the world,
Barista @ Starbucks – greeting the customer
It is still carrying the spirit of local coffee shop
But no matter how global STARBUCKS is
Starbucks store @ Beijing, China
WHY?
BECAUSE GLOBAL CONSUMER
ONLY EXIST ON PAPER
IN REALITY, ALL CONSUMERS
ARE A LOCAL CONSUMER
In San Bernardino, California (1940)
It was also started as a local brand
The first ever McDonald Restaurant
HOW DOES A LOCAL BRAND
BECOME THE GLOBAL BRAND?
DON’T PLAY DEFENSE
PLAY OFFENSE
The biggest beer in South East Asia
Story of
In 1889, a well-known Manila businessman,
Don Enrique María Barretto de Ycaza y
Esteban, applied for a royal grant from Sp...
Today, San Miguel Corporation is Southeast
Asia's largest publicly listed food, beverage and
packaging company with over 1...
An old print ad of Kratingdaeng from 1970s
They keep growing themselves
aggressively
Having an advantage of being the
firs...
It goes further From a beer into various line of businesses
IF SAN MIGUEL SETTLED AS THE
PHILIPPINE'S MOST SELLING
BEER, THEY WON’T GO THIS FAR
(and competitors will eventually come ...
San Miguel is keep investing in various strategic business
And it seems they are far from being settled
Sual Power Station...
SAN MIGUEL CORPORATION IS
CURRENTLY GENERATING 6,6%
OF THE COUNTRY GDP
DON’T ADOPT GLOBAL SUCCESS
PROMOTE LOCAL SUCCESS
Some will say Kratingdaeng
What logo is this?
Other will say red bull
• Krating Daeng was first introduced in Thailand in
1976. It contains water, cane sugar, caffeine,
taurine, inositol and B...
• The Thai product was transformed into a global
brand by Dietrich Mateschitz, an Austrian
entrepreneur.
• Mateschitz was ...
Now is the number one energy drink
in the world
What was started as a booster
drink for working class in Thailand
An old p...
It goes further From Energy drink into global name of extreme actions
ALL BECAUSE IT HAS BROUGHT
LOCAL SUCCESS (MUAY THAI)
INTO GLOBAL ADAPTATION
(EXTREME GAMES)
Could Kratingdaeng go?
But how extreme
SKY IS NO LONGER THE LIMIT
(literally).
AS LONG AS IT’S EXTREME, IT’S
KRATINGDAENG.
DON’T AIM TO BE A GLOBAL
BRAND
AIM TO BE A UNIVERSAL BRAND
GLOBAL BRAND
IS THE RESULT
UNIVERSAL BRAND
IS THE PROCESS
But why they are accepted globally?
We know that these brands are global brands
because they are anywhere globally.
A universal language
Because they speak
Safe Magical I can
Nelson Mandela
If you speak a language a man
understand, you speak to his mind.
If you speak his language, you spak
to his...
Local Success
Global Adaptation
Universal Language
LOCAL
BRAND
UNIVERSAL
BRAND
GLOBAL
BRAND
Universal Value
In short
The p...
That don’t impress me that much!
So.. You got a product?
LOCAL SUCCESS IS LIKE
A ROUGH DIAMOND IN THE
GLOBAL MARKET
WE NEED TO GET THE VALUE
OUT OF IT
The same as diamond by having 4Cs
How to create universal values of our brand
BUT IT’S NOT
CUT, CLARITY, COLOR & CARAT
INSTEAD IT’S
CONTEXT, CASE, COST &
CONFIDENT
CONTEXT
Consider the brand context that will
perfectly fulfill the need of the
consumers
CASE
Consider the “packaging” of the
brand, and doesn’t mean only a
physical packaging of the brand
COST
Consider values we offer. It’s not
about being the cheapest, but more
about being most valuable
CONFIDENCE
Consider the brand reputation.
On top of all benefit a brand can offer, people
also buy a brand because of its ...
WITH UNIVERSAL VALUE
IN HAND
WE CAN CREATE UNIVERSAL
STORY
The world knows about Tomyum soup
People can tell a lot of story about
Tomyum soup
What does the world know about soto?
Whereas there a lot of stories
about soto we can tell
The world knows about Korean Ginseng
People can tell a lot of story about
Korean Ginseng
What does the world know about temulawak?
Whereas there a lot of stories
about temulawak we can tell
What is the story of Indonesian Champion Brands?
What does the world know about them?
The Great
Story of
INDOMIE HAS SUCCEED LOCALLY
COULD IT ALSO SUCCESS
GLOBALLY?
YES IT COULD!
Indomie is quite known in Nigeria
it’s considered to
be their staple food
Indomie ads in Ghana
Indomie in Saudi Arabia
Indomie in Australia & New Zealand
On May 2011
Jesse Two Ocean (J2O)
from London, United
Kingdom performing
"Indomie" Produced by
Acen, praising the taste
of...
On December 13, 2009
The late Roger Ebert, popular film critic
from United States for Chicago Sun-Times,
ranked Indomie in...
The road was long
and difficult, but
Indomie has made
it through a
universal
language:
Tasty Instant
Noodle
Currently, Indomie is
sold globally
Started as local brand
Now Indomie is one of the global brand
INDOMIE DIDN’T:
PLAY DEFENSE
ADOPT GLOBAL SUCCESS
AIM TO BE A GLOBAL BRAND
INDOMIE DID:
PLAY OFFENSE
PROMOTE LOCAL SUCCESS
AIM TO BE A UNIVERSAL BRAND
Local Success
Global Adaptation
Universal Language
UNIVERSAL
BRAND
GLOBAL
BRAND
Universal Value
The Asset The Process The ...
Charles Darwin
Only the most adaptable will survive
T H A N K Y O U
Fighting The Giant - How to empower local brand to fight against global brand.
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Fighting The Giant - How to empower local brand to fight against global brand.

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The wave of global brands expansion is unavoidable, for local brands this is a seriour threat. However the way local brands facing the challenge is usually by catch up the standard of global brands. This is when they fall into the mistake.

Every local brand has potential to become a global brand, all they need is unquestionable quality AND stories. Therefore the way local brands taking challenge from global brands is not by imitating it, instead it should be standing on its own and create diffeences.

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  • In 1988 Indomie was introduced in Nigeria through import, and in 1995 open its first production factory in Nigeria under Dufil Prima Foods. It is the first instant noodles manufacturing plant in Nigeria and the largest in Africa. Indomie Instant Noodles has grown to become a household name across the country.
  • Transcript of "Fighting The Giant - How to empower local brand to fight against global brand."

    1. 1. MANAGING LOCAL BRAND IN THE COMPETITIVE GLOBAL ERA FIGHTING THE GIANT
    2. 2. We generally think that they are better than local. Are they? Our life is surrounded by global brands
    3. 3. NO GLOBAL BRANDS STARTED AS A GLOBAL BRAND
    4. 4. THEY’RE ALL STARTED AS A LOCAL BRAND
    5. 5. There was only one small store in Seattle Previously..
    6. 6. Source: Washington Post They are all over the world Today,
    7. 7. We’ll have the same quality of STARBUCKS experience Anywhere in the world, Barista @ Starbucks – greeting the customer
    8. 8. It is still carrying the spirit of local coffee shop But no matter how global STARBUCKS is Starbucks store @ Beijing, China
    9. 9. WHY? BECAUSE GLOBAL CONSUMER ONLY EXIST ON PAPER
    10. 10. IN REALITY, ALL CONSUMERS ARE A LOCAL CONSUMER
    11. 11. In San Bernardino, California (1940) It was also started as a local brand The first ever McDonald Restaurant
    12. 12. HOW DOES A LOCAL BRAND BECOME THE GLOBAL BRAND?
    13. 13. DON’T PLAY DEFENSE
    14. 14. PLAY OFFENSE
    15. 15. The biggest beer in South East Asia Story of
    16. 16. In 1889, a well-known Manila businessman, Don Enrique María Barretto de Ycaza y Esteban, applied for a royal grant from Spain to establish a brewery in the Philippines. The brewery was the first in Southeast Asia using the most modern equipment and facilities of the day.
    17. 17. Today, San Miguel Corporation is Southeast Asia's largest publicly listed food, beverage and packaging company with over 17,000 employees in over 100 major facilities throughout the Asia-Pacific region. Its flagship product, San Miguel Beer, is one of the largest selling beers and among the top ten selling beer brands in the world. San Miguel's manufacturing operations extend beyond its home market to Hong Kong, China, Indonesia, Vietnam, Thailand, Malaysia and Australia; and its products are exported to 60 markets around the world.
    18. 18. An old print ad of Kratingdaeng from 1970s They keep growing themselves aggressively Having an advantage of being the first didn’t make San Miguel settle
    19. 19. It goes further From a beer into various line of businesses
    20. 20. IF SAN MIGUEL SETTLED AS THE PHILIPPINE'S MOST SELLING BEER, THEY WON’T GO THIS FAR (and competitors will eventually come to steal their crown)
    21. 21. San Miguel is keep investing in various strategic business And it seems they are far from being settled Sual Power Station TPLEX Toll Road
    22. 22. SAN MIGUEL CORPORATION IS CURRENTLY GENERATING 6,6% OF THE COUNTRY GDP
    23. 23. DON’T ADOPT GLOBAL SUCCESS
    24. 24. PROMOTE LOCAL SUCCESS
    25. 25. Some will say Kratingdaeng What logo is this? Other will say red bull
    26. 26. • Krating Daeng was first introduced in Thailand in 1976. It contains water, cane sugar, caffeine, taurine, inositol and B-vitamins. • Krating Daeng sales soared across Asia in the 1980s, especially among truck drivers, construction workers and farmers. • The working class image was boosted by sponsorship of Thai boxing matches, where the logo of two red bulls charging each other was often on display.
    27. 27. • The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur. • Mateschitz was the international marketing director for Blendax, a German toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag. • He cooperated with Chaleo's T.C Pharmaceuticals to adapt the formula and composition to "Western tastes". Then, he launched Red Bull in 1987.
    28. 28. Now is the number one energy drink in the world What was started as a booster drink for working class in Thailand An old print ad of Kratingdaeng from 1970s
    29. 29. It goes further From Energy drink into global name of extreme actions
    30. 30. ALL BECAUSE IT HAS BROUGHT LOCAL SUCCESS (MUAY THAI) INTO GLOBAL ADAPTATION (EXTREME GAMES)
    31. 31. Could Kratingdaeng go? But how extreme
    32. 32. SKY IS NO LONGER THE LIMIT (literally). AS LONG AS IT’S EXTREME, IT’S KRATINGDAENG.
    33. 33. DON’T AIM TO BE A GLOBAL BRAND
    34. 34. AIM TO BE A UNIVERSAL BRAND
    35. 35. GLOBAL BRAND IS THE RESULT UNIVERSAL BRAND IS THE PROCESS
    36. 36. But why they are accepted globally? We know that these brands are global brands because they are anywhere globally.
    37. 37. A universal language Because they speak Safe Magical I can
    38. 38. Nelson Mandela If you speak a language a man understand, you speak to his mind. If you speak his language, you spak to his heart
    39. 39. Local Success Global Adaptation Universal Language LOCAL BRAND UNIVERSAL BRAND GLOBAL BRAND Universal Value In short The process The Asset The Process The Result Universal Story
    40. 40. That don’t impress me that much! So.. You got a product?
    41. 41. LOCAL SUCCESS IS LIKE A ROUGH DIAMOND IN THE GLOBAL MARKET WE NEED TO GET THE VALUE OUT OF IT
    42. 42. The same as diamond by having 4Cs How to create universal values of our brand
    43. 43. BUT IT’S NOT CUT, CLARITY, COLOR & CARAT
    44. 44. INSTEAD IT’S CONTEXT, CASE, COST & CONFIDENT
    45. 45. CONTEXT Consider the brand context that will perfectly fulfill the need of the consumers
    46. 46. CASE Consider the “packaging” of the brand, and doesn’t mean only a physical packaging of the brand
    47. 47. COST Consider values we offer. It’s not about being the cheapest, but more about being most valuable
    48. 48. CONFIDENCE Consider the brand reputation. On top of all benefit a brand can offer, people also buy a brand because of its reputation
    49. 49. WITH UNIVERSAL VALUE IN HAND WE CAN CREATE UNIVERSAL STORY
    50. 50. The world knows about Tomyum soup People can tell a lot of story about Tomyum soup
    51. 51. What does the world know about soto? Whereas there a lot of stories about soto we can tell
    52. 52. The world knows about Korean Ginseng People can tell a lot of story about Korean Ginseng
    53. 53. What does the world know about temulawak? Whereas there a lot of stories about temulawak we can tell
    54. 54. What is the story of Indonesian Champion Brands? What does the world know about them?
    55. 55. The Great Story of
    56. 56. INDOMIE HAS SUCCEED LOCALLY COULD IT ALSO SUCCESS GLOBALLY?
    57. 57. YES IT COULD!
    58. 58. Indomie is quite known in Nigeria it’s considered to be their staple food
    59. 59. Indomie ads in Ghana
    60. 60. Indomie in Saudi Arabia
    61. 61. Indomie in Australia & New Zealand
    62. 62. On May 2011 Jesse Two Ocean (J2O) from London, United Kingdom performing "Indomie" Produced by Acen, praising the taste of Indomie. The video attracts more than 500.000 viewers to date
    63. 63. On December 13, 2009 The late Roger Ebert, popular film critic from United States for Chicago Sun-Times, ranked Indomie in one of his "Twelve Gifts of Christmas" in position #1
    64. 64. The road was long and difficult, but Indomie has made it through a universal language: Tasty Instant Noodle
    65. 65. Currently, Indomie is sold globally
    66. 66. Started as local brand Now Indomie is one of the global brand
    67. 67. INDOMIE DIDN’T: PLAY DEFENSE ADOPT GLOBAL SUCCESS AIM TO BE A GLOBAL BRAND
    68. 68. INDOMIE DID: PLAY OFFENSE PROMOTE LOCAL SUCCESS AIM TO BE A UNIVERSAL BRAND
    69. 69. Local Success Global Adaptation Universal Language UNIVERSAL BRAND GLOBAL BRAND Universal Value The Asset The Process The Result Universal Story Tasty Instant Noodle Context : Staple Food Case : Local Flavor Cost : Valuable Confidence : Taste Best Everyone likes it
    70. 70. Charles Darwin Only the most adaptable will survive T H A N K Y O U
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