Strategi branding dan pemasaran berbasis sustainibility

Okay, friends, let's start

our college learning. Hey, good

afternoon. Asalamualaikum warahmatullahi

wabarakatuh and peace be upon

us all. So, our learning theme

this time is sustainability-based branding,

promotion, and market expansion strategies

.

Hey, guys, have you ever heard the

term sustainability?

Okay. What does sustainability mean?

Sustainable.

Okay, yeah. So, sustainability

literally means

sustainable. So, that's why here

we will discuss

sustainability-based marketing branding strategies. So,

before we go any further, here's the thing,

there are two reports. The first

is a financial report, the second

is a non-financial report. So,

this financial report is e ya

financial, financial report. So,

in economics, there is accounting,

there is a balance sheet, profit and loss statement,

statement of changes in equity, and

cash flow statement. So this is a financial

report, eh, assessing what the company is doing

in the form of numbers. Well, here there is

also something called a sustainability report.

So, the sustainability report is

a sustainable report. So

what does a company do to

make its business work? So,

in general, a sustainability

report covers three aspects: economic,

social, and environmental sustainability or

people-profit-planet. Well, for

our MSME friends, that's because the

sustainability report is thick, there are

standards. So we use the name

GRI standard and what is it, ee, it's more difficult. So

, for our friends, to

combine our efficiency, we created a

sustainable

company profile. So it's not just a report,

but it also explains what is

being done for fellow MSME actors

in the form of a non-financial activity

report. but later it will be included in the

company profile form. Well, that's why

here we use the theme of ee strategy eh

branding and also

sustainability-based marketing. So, the

principle of marketing or branding is

actually related to the

unique stories or advantages and

uniqueness that are raised from your product.

So when you have

this product, I interpret it as you

being an MSME actor. As for

Bang Nestor, it's clear that he has books. Well,

ee, what ee must have understood about the

product knowledge of your product.

So what is the knowledge product,

the book? That's it, ee Oh yeah, Bang

Nesto is at Kanisius, right? So,

what kind of knowledge products are Kanisius' books?

Can you explain that, bro?

I am the publisher of Erlangga, sir.

Eh, heaven.

Sorry [laughs]

big mistake again. How are you, bro? Because

what is Langga publisher's product knowledge like?

If it's a knowledge product, our

books, sir, are probably published from

elementary school, middle school, high school to university,

even kindergarten.

We have even published general books, sir.

Meanwhile, for general books, we

also publish books such as

novels, just Atlas. Then for the

story books. Then right now we are

focusing on ebooks, elips or

digital ones, sir, for this year's ee.

Okay. This means that we are now moving towards

digital, so that we can

adapt to

current conditions. So that is the ee product

knowledge. Well, ee to

add, so here I will

try to ask ee about what are the

key questions for

branding and marketing strategies. So the

first question, so this, what

makes your product different and superior

to similar products from competitors?

So, why is Erlangga's book

superior to

books from other publishers? What's

this? So the first one we have is

print or digital print. So, every

book now has an ee

barcode, sir, which can be accessed directly

via ee

QR, quick response.

So, we are

not just

reading books, but we are already digital-based,

sir.

Okay, so the advantage is that it is

digitally based. Well, do any of the

other friends have any examples of

what it could be? So, for example, like this, Mbak

Desi or others are

culinary products. So, what

will differentiate your product from

similar products, or rather,

competitors' products?

So, for example, culinary or whatever

you can compare.

Please. Nendika wants to try it

or not.

Okay. Good. Oh, so it's like this. So ee this

is the first question yeah. So, the

second question is what services

can you provide to your buyers

beyond just product functionality? Earlier,

Bro

Nestor accidentally helped answer,

what is there for digital printing,

so that this can be done

digitally, so

Bro Nestor accidentally answered those two questions.

So, the third thing is how to make

your consumers proud and loyal

to using your product.

So, oh, if I carry

Elangga's book, it looks cool, cool.

Does it look smart,

sir?

Yes sir.

So, the point is,

what is Erlangga's status, sir? the number

one brand in Indonesia now. So when

our consumers hold

Erlangga, they know that the number

one brand now is the publisher

Erlangga.

Hehe. So for ee, it's been 10 years or

less, sir. Until now it has

become a brand.

And I believe that, bro. I use

the map, okay? The map from Langga is

a bit more detailed. So when

I want to go out of town, it's

average but I use a map, right? W now

has Google Map, but Google

Map has to be opened on a cellphone. Well, this can be

used. Well, that's already good.

Okay. Well, ee so these are the three

main questions about

ISO ee branding and also sustainability.

Well, that's where the

unique selling proposition is created. So,

we started to think that if

we have a product, we have to

think about what can be

done so that our product goes beyond

just its function.

So, for example, we drink coffee

or our product contains coffee. So,

this coffee is not actually just for drinking

. Nowadays coffee has become a

lifestyle. So ee there are many unique stories

about coffee. When we talk about coffee, the

first step is the nursery,

then there is cultivation, then there is

harvesting, then there is post-harvest. Well, there

are already several stories from post-harvest alone

. So the harvest is then

sorted, washed until the coffee is

served in front of us. Well, ee some

unique stories that it turns out that when

Gayo coffee is made, the

raw materials come from Aceh. The

coffee farmers are trained until their products

become organic products that are safe

for anyone to use. That

coffee business empowers women.

So, you see, it's men who like to drink coffee

. But do we know

that 90% of coffee pickers are mostly

women? So ee this is

a story of coffee. So they

empower women, empower

community communication and so on.

Well, these are the unique stories that are

often not brought up. In fact, this

can be an added value for

our product, which can be anything,

beyond just the product's function.

So, coffee is not only for drinking but coffee

is empowerment.

Coffee is a commitment to do

the best. Coffee is a

good habit, huh? wake up early,

pick coffee. So everything can be

done with all your heart. Well,

we will try to answer them

one by one. So, the first thing is to find

our unique selling proposition. So,

there are two things, superiority and also

uniqueness. That advantage means we will be

better in terms of materials

or other aspects, which is indeed the

unique selling point of

our proposition or advantage. Well,

our uniqueness is doing

something that is unique. So, for example, oh,

for example, if we talk about the story of a book,

the paper is recycled paper

or the book from

Erlangga, eh, it has a long duration

but can be recycled to make

another book. That. So this is called a

unique selling proposition that

differentiates our product from

similar products belonging to competitors. So,

this ee really has to be made

uniquely, interestingly, and also touch

the customer's emotions. So, this is an interesting story,

what can it

be used as branding material and also

promotion so that when we

use this product, the prestige can increase

or the point is that oh,

what is this, oh, this empowers the

local community, this is environmentally friendly,

or whatever, so this is what

we have to look for, we have to find a strategy that

we have to make an attractive product

and it has to be chosen over other products.

Here is an example ee sorry there are two ee

products. So the first one is the same,

this is body wash. Which one do you think you will

choose?

Hey, wait a minute,

Ms. Khairun Nisah. From

these two views, left and right, which one do you choose

, Miss? Choose Sari Ayu or choose

change?

Oh,

or who is this one? Dede, can

you chat while looking at the screen? You

can do it later.

I'm always on the motorbike, yeah. Can. So,

which one do you choose, Chang or S?

Personally, if I look at

Tari Ayu's look, sir.

Beautiful Dance. Okay. Judging from the look, yes.

Which one do you choose, Miss Neli? Sari Ayu or

Cengs?

Sari Ayu. Mr.

Sari Ayu because he uses it. Okay. Well that's that then.

this first. So two people chose Sari Ayu.

So, what is the reason Ms. Neli chose

Sari Ayu?

Oh my,

because the Shari Ayu one is used

every day, but

I don't really understand the product next to it,

because it's used next to it. Hey what?

Because it is used every day. So,

you are indeed a subscriber, huh? Okay.

Both are actually true. So

here there are two things. So,

what is the hand cream more like?

That if you buy hand cream you

can donate, one hand

cream is equal to 2.2 donations. So ee

this is what is done. Well, actually,

from the sharia side, come on, this is

actually my suggestion. So, there are

several

selling points. So actually,

Sari Ayu is good, but

because it's a national product and it's already there, it's

actually

more about evoking emotions so that

we feel more, so that the

reason for buying it is clearer. So,

apart from being commonplace and

other things, for Sari Ayu,

she could actually try to

show the unique composition of the product,

for example organic ingredients, so that

it gives the impression that the product is of

high quality, but the font size and

the way it is displayed are not clear enough

. So, ee, this has actually been

input for Sari Ayu, OK? So to make it

clearer or how they

optimize local farmers, for

example, the scrub is bengang scrub,

what are the bengang farmers like? So it

produces quality raw materials

while increasing the ee level of our

farmer friends or suppliers.

So ee can arouse emotions, emphasizing

value beyond mere function. So the

point of buying is to help. That's

because nowadays consumers are smart, right?

So, especially your generation, ee,

if this is a mix, those who are interested in

ecogreen social enterprise and also

child protection. N is research

from Nilson. So consumers are now

very concerned about environmental

issues. So,

they already care about environmental sustainability issues, and this is

spread evenly across Asia Pacific, Europe, Africa,

Latin America, Nord ee North America, that's

clear. So [clears throat] consumers are

starting to get smarter, especially the

millennial generation who want to

buy products that are safe and

environmentally friendly. So ee Asia Pacific has

increased the number of consumers who

care about goen products

especially those that are environmentally friendly. This is ee

research from AC Nilsen. Well, this one.

Well, business is not just the

same as buying and selling products. the business

is a sustainable business. So

there is identity, there is transparency,

there are values, and there is also loyalty. So,

these social and environmental issues

can be called sustainability issues.

like that. So, ee sustainability is not

difficult. So, how do we

accompany our MSME friends to

provide sustainability issues.

So, for example, there are MSME friends

who provide training for

local mothers to be able to grow

hydroponic vegetables.

Then the vegetables were bought by

MSME friends. Therefore, MSMEs are

not only selling vegetables, but

they also train mothers to have

new skills, but also improve the standard of

living of mothers or

women's communities. So this is a story that

can be raised as part of

the sustainability issue. So if this is

told, well, this could be a

unique selling proposition from branding,

eh, and then marketing, which also

builds our product identity to be

better compared to

other competitors. Well,

today's assignment. So, we will

try to find

unique stories so we can create

more sustainable business stories. If yes,

we are to help our friends who are

MSMEs or help our company so that

we have a unique selling

proposition or eh sustainability which

is part of the

future business development strategy

based on people profit planet and

well if we have this, well, the hope is that this

can be told and communicated

to the public so that it can attract

potential buyers and even investors to

invest because our business is

more attractive and attracts more

consumers, for example, so ee

one way is to build a

product identity with branding communication and

also understanding the overall business process

. Well, sustainability is

not just an environmental issue,

but also how

our business improves the

welfare of employees and the

community. preserving local culture,

encouraging positive lifestyles,

utilizing local resources, and

protecting the rights of children and

women. So, we can

identify the sustainability issue

in a way that's popular

nowadays, like the circular economy. So,

for example, this is an example of food

sustainability. So, the production

is organic, from growing

to harvesting, the

essence is organic and it is done

in groups, so the

price is good. The process and

distribution utilizes

organic consumption communities. Well, ee

the packaging if you use the packaging is

biogradableel

so that it can be immediately what e

or recycle laable. So, what can I do? So,

recycling can be faster and

mixed with the soil. So, here are some examples of how to do it, for

example, from the procurement of raw materials. So,

quality raw materials are selected from the raw materials.

So we just have to find out what the standard of raw material quality

is like

. Then there is input, process,

output. I always do that. Continue

production, how do you

ensure the safety of employees in the factory?

Then how is it consumed, ee

how is the food produced

not harmful to consumers. Oh, so

if consumers want to complain, the

explanation is clear. So this ee

can be used. Well, one example is

like this. Ee the first is

the process of selecting raw materials. So, the

process takes into account the safety of

the supplier's origin. So, the supplier is

really local or

overseas, but eh, it's clear like that. There is

verification of supplier selection and

processing. So when

processing it, pay attention to the safety of

employees in the kitchen. So the employees

already have BPJS or there is

employee remuneration, security, cleanliness,

production, energy saving, ee there is

waste recycling. So, ee, do the employees in

the factory use

environmentally friendly lights, such as LEDs or

others, or maybe they

even have solar panels or

others? Well, then from the

consumption process side. So, there is a service

for complaints, what is the

deadline, what is the card expiration date, what

is the after-sales service. When

something happens they can contact the

consumer. So it can be used. Well,

this is an example of what they donated earlier

? Oh, this is not visible. That's the

change. Then this is Cliff. Clif

they use ee what is it called?

Refile. So, they use refile

so it's not burdensome. Then eh

care about ee so there are friends don't

let friends eh don't let friends buy

cigarettes. Don't. So don't let

our friends buy

cigarettes. So, life is all about

choices. So, these are examples

that can be used. Well, ee like this ee

we can try to mention at least two

in each of these business processes. So,

for example, when there is a process of

selecting raw materials, what sustainability issues

can be used? That's it.

Hey,

who's on cam? Miss Neli, you may. So, for example

, there is an example of selecting

raw materials. What kind of ISO

sustainability standards can be used

? In the process of selecting raw materials?

This is still an election, right? So, how do

you choose?

Miss Neli, can I ask for your help

for a moment, Sir?

[laughs]

Okay, Miss Desi's job is

processing. What do you think, Miss?

Ms. Desi and friends. So,

Ms. Neli is the one who selects, Ms. Desi is the one who

processes it,

there are examples.

Then, eh, there were only two on cam.

Okay sir.

Who was first?

Neli first or Desi first?

Bang Nestor, distribution is an

example.

Wow, it's already on this road, Bang Nest

is already driving this. [laughs]

Can you answer while doing that, bro?

Sir, please allow me to do

that.

Free or determined, sir? free. So,

we only have sustainability issues,

for example, what is the process of selecting raw materials like

? So,

what is the process of processing the raw materials like? It doesn't matter if it's not crystal meth

because you're all different,

or what the distribution process is like

.

Permission for

processing raw materials, yes, sir. In a bag

made of used cloth, yes, sir. or

maybe the clothes

used are percah cloth which is

eco-friendly, sir, and sanitation friendly

.

The sanitation is environmentally friendly, yes. Okay.

I, used cloth must be washed

before sewing, yes sir.

The mass washing process carries the risk of wasting

water, right?

Hehe.

If you use standard chemical detergent

, then the detergent should probably be a

special one that won't cause damage, right, sir?

Which does not damage the environment.

Yes

Then for

detergent, you can use the

environmentally friendly bio the grade gazel detergent,

namely natural soap made from soap nuts, sir, which is

usually good for the heart, sir.

Hehe. Sir. Hehe. Hehe. Okay. That's

processing, right?

Okay. Processing is clear.

Ms. Neli has found that the process of

selecting raw materials has been

done by you.

How are you, sir?

In

its products, it is the coffee industry, sir.

Okay. The raw materials are like, sir.

For its raw material selection,

Green Bean is based on sustainability,

focusing on mitigating environmental impacts

due to climate change,

forest preservation, and the welfare of local farmers,

Mr. Okay. So, to summarize, the

main point is that their raw materials come from

local farmers. What is the second one?

Ee, it's organic, huh?

Yes, sir.

Okay. So, is

there anyone who would like help with the distribution process?

Abel. Yes.

Habil, sir, said he wanted to, sir.

Okay, yeah. How does the distribution process work?

examples of distribution that have

sustainability issues.

So there are four things that are indeed

business processes. Okay. Good. Ee this is

because of time yeah. So here it is. So if the

finished material is indeed the raw material, it is

clear. So for example he

chooses ee what local community so that

there is help for ee local friends.

The second thing that he did was that it was

better to

process it organically, as mentioned earlier, the processing

was carried out carefully, not throwing away

rubbish and so on. Save

electricity, save water ee or others.

distribution too. So the distribution

involves the community or involves

ee, can it be a community or what do we create, ee, a

community that cares about

the environment. Well, the consumption process is there,

if anything happens, you can contact him

clearly. What is it called, ee, expiring card and

others. Well,

there are regulations regarding sustainability in the POJK.

So, POJK number 51 of 2017 states that

banks are encouraged to provide credit to

businesses that adhere to the principles of sustainability.

So, 20% of the funds are set aside for

businesses that adhere to sustainable EE principles,

and large companies must make

sustainability reports. So, that's

why when large companies create

sustainability reports

for small companies,

we direct them so they can create

sustainability reports. So,

how can we

communicate our business

strategically? So, that's why it's called a

sustainability

company profile, which focuses on

what? Sustainable development goals

or SDG. So from no property, there is no

poverty, no hunger,

health, education, gender and so

on. There are 17 of them which we

will discuss separately later. Well, here there is a

name, GRI G sorry, GRI is the

Global Reporting Initiative which

issued standards on

sustainability reporting. This is just K

about GRI. Well, G is in Indonesia,

what is it called? Eh trainer eh

certified from J makes eh

UMKM actors to create sustainability

companies. that profile. So, why do

we create a sustainability profile? It

makes it easier for us to do

branding, marketing, and exporting.

Because European and American countries are

very strict. They want the raw materials

used to be safe, certified, their

workforce protected and

their business not to damage

the environment. Well, we can use

unique stories from the business we

have for branding and

marketing. Because the

export market requires products that

comply with the principles of sustainability.

So, in essence, this sustainability value

is used as a unique profile of

our company. So,

the hope is that students can help

MSMEs to have a

sustainability-style company profile or a

Gri-style sustainability company profile. Well,

here eh there is this. So in the sustainability

profile ala G.

There is GRI 200 which is about the economy. There is GRI

300 which is about environmental sustainability.

And there is GRI 400 which is about social.

like that. So ee people profit planet like that.

So, in GRI 200, what is the

condition of EE

2011's economic performance? So,

eh,

performance is how is the

economic performance and

what is the market presence like?

So what is the indirect economic impact of EE

204,

what is the procurement practice like? So

why choose ee?

Consumers are anti-corruption and anti-

competitive, ee is anti-competitive.

Then there is ee sustainability, that is

the selection of materials, what is the selection of

raw materials like, so ee what?

What is the energy availability like,

what is the water treatment like,

what is the environmental diversity like? How to deal with emissions?

How to deal with liquid waste and

garbage? How is EE's

environmental sustainability compliance, and what is

their

environmental assessment of their suppliers like?

Then from the social side it is

about labor. Ee so ee what is the

relationship between management,

occupational health and safety and

compliance,

eh socioeconomic compliance. So

socio-economic compliance. So this is eh

Gat

sustainability company profile. So

this is what will be included in the

company profile. So they choose

what kind of supplier they want, whether the workers

have WPJS or not, what kind of work accidents

, safety, and so on

. Well, the way to open the

standard JRI is as mentioned above. So ee it is opened

and then the specific topic is revealed ee

then ee each disclosure is

delivered. So this is the standard ee

then write creatively using

short ee sentences subject predicate object ee

then use paragraph structure like that.

Well, I'll stop sharing for a moment

. Here is an example. So tomorrow,

friends are expected to

be able to make ee sustainability. This is

one example of this from alah ee group of

women farmers. Hey, wait a minute, I'll try to

make it smaller. So this is an example of GRI

from this women's farmer group,

eh, so that page by page, eh,

sorry, eh, the sustainability company profile

of the women's farmer group. Eh, this is the

first to explain about the

Kulonprogo company which is known for its

abundant chili farming on the

Kulonprogo coast, so there is a name for it, namely the

chili floss innovation. Well, one of the ones

used is KWT Melatios in

Kulon Poggo. They started a shredded coconut business

. Then there is a brief

explanation about their process of dealing with

the scarcity of chilies and then making

dried chilies. Well, their main product is

shredded chili. Well, here they

clearly have a capacity of only ee,

their production is only 2,000 bottles. The number of

dishes served is 20 people. then the number of

work accidents is zero. Later we

can look for other issues.

Well, the strategic value is

local partnerships, right? They obviously use local.

There is education, there is empowerment, and the

raw materials are guaranteed to be of

high quality. The management includes a

group leader, a production team, and a

packaging team.

EE activities carried out include technical guidance and

practice, cooperation with ee OPD ee this

with BI was conveyed. Well, they

made it sustainable. So the point is

from January 31 to December 31,

2020, using the GRI standard,

there are actually 200, 300, 400, but because they did

n't find 200, they didn't

find 300, they went straight to 400. So, uh,

this is actually what they made, uh, I

just did the design. So

actually there should be 200, 300, 400

, but 200 didn't meet them, 300.

Well, in the 400, the composition and remuneration of

employees were conveyed,

what was their work safety like, there were

no accidents. Well, they have a

way of making work SOPs. Employees are required to

use equipment. Employees

must continue to maintain cleanliness. Those are the

examples. Then there is non-

discrimination. So, yeah, because there are

women, there are no

child laborers, and there are local people.

So it doesn't have to be all there, but the

most important thing is that. Well, this is the

provision of seeds and other things.

This is an example that we will try to

share later as part of it. Well,

if anything happens, you can contact

Mrs. Titin. Then there is the documentation,

supporting halal documentation and

others.

So, friends, I think you can

do this,

right? Hopefully it can be done,

DD should be able to. You've already made it

about

Michael making it clear that the

sustainability company profile is

based on the company

knowing how to know.

Okay. So this is it. So, in fact, the

company's sustainability profile is

based on real conditions.

So if there was this earlier, this doesn't

have to be, ee sorry. So it doesn't have to be all there

. So we just use what we have. So, for example,

200 is economic

performance. So what are the economic conditions

like? What is the desired market

like? Ee indirect economic.

So what is the indirect impact like?

So we empowered 20

mothers. So, the 20 mothers

have an average of two children.

So the

indirect empowerment is 20, sorry, the direct empowerment

is 20. The indirect empowerment is for example, there are

mothers alone, so that means 3 * 20

like that, bro. that's all there is.

So what do you do for

energy? Because now petrol is running out,

eh petrol is expensive. So we use ee

solar panels or we actually ee what if the

room is open so that it doesn't

use too much electricity. There are

things like that, we do

n't have BPJS yet, but if

someone is sick, there is a subsidy, right? It's like that

. So there is maternity leave. What

can HB leave be used

for? Sustainability report. So

that's what it is, the point is, what's going on? It

doesn't have to be all of them, but just whatever you have

that can be used, Mas Didik.

Okay, are there any more friends?

It was almost 5:30 PM.

[laughs]

like that. So later, friends, there will be a

special task to be completed in the final exam,

namely, you will make a sustainability

company profile, so later

I will send you an example,

maybe that's it, ee friends, ee can we

ask for that, we can take the documentation

on

oh my,

how come

, sir.

Already. Okay. 3 2 1.

Okay. Good.

Thank you guys

. E, more or less, I

apologize, ee, we close

with a prayer according to

our respective religions and beliefs. Pray.

You are welcome.

Yeah.