An international brand but everywhere local

An international brand but everywhere local

"We believe in product relevance," says Damien Timmins,
marketing director of PT Coca-Cola Indonesia. "That means
ensuring our marketing takes into account cultural concerns and
other unique aspects of Indonesian life.

"Knowing its consumers is a key policy at PT Coca-Cola
Indonesia. Rather than simply importing promotional materials,
the company tries to balance the international image of its
products with the need for local relevance."

It recently signed up internationally-acclaimed singer Denada
Tambunan to become the face and voice of Coca-Cola in Indonesia.
Her mother, Emilia Contessa, was the nation's most popular singer
in the 1970s and the voice behind the first Coca-Cola jingle
produced in Bahasa Indonesia.

Denada has already collected a number of awards, including the
first Asia Bagus prize in 1993 and Best Music TV Presenter in
1994. Her video clip Kujelang Hari was rated Indonesia's most
popular last year.

Another face of Coca-Cola last year was basketball star Hakeem
Olajuwon, center for NBA champions the Houston Rockets two years
in a row. Although he now lives in America, Hakeem is Nigerian
and a practicing Moslem. Timmins believes his rise from humble
beginnings to the top echelons of international sport is an
inspiration to all. Coca-Cola Indonesia was the first to sign
Hakeem up for an advertising campaign.

Other recent highlights include last year's "Salute" campaign,
held to mark the golden anniversary of Indonesia's independence.
Coca-Cola, the first company to launch an advertisement
celebrating the 50th anniversary, featured the different faces of
Indonesia in its clip to reflect the diversity of the world's
largest archipelago.

However, product relevance extends beyond mere advertising.
Coca-Cola is also careful to ensure its products conform to
stringent religious requirements. As part of this, it was the
first carbonated soft drink company to obtain halal certification
from both the government and the Indonesian Ulemas Council (MUI).

"Tailoring the product to the consumer may not sound like
'rocket-science' marketing," said Timmins, "but it's something
many large corporations forget. Our marketing strategy aims to
enhance consumer satisfaction by providing refreshments as
consumers celebrate major cultural events and by creating an
image with which people can immediately identify."