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Indonesian Consumers Yearn for Better Quality: Survey

22 October 2013 16:20 WIB

Sejumlah pengunjung yang rela menunggu giliran untuk dapat memasuki area toko busana H&M di Mall Pondok Indah, Jakarta (9/10). Toko ini juga menawarkan H&M gift card sebesar Rp 350.000 bagi pelanggan urutan kedua hingga 20, dan urutan 250 berikutnya mendapatkan gift card sebesar Rp200 ribu. Tempo/Dian Triyuli Handoko

TEMPO.CO, Jakarta - The increasingly fierce competition in the market pushes companies to become more focused on the quality and uniqueness of their products and services. Superior quality and the ability of a brand to meet consumers' unique needs is the key to triumph in the market, says a survey conducted by analytics firm Verint, last August.

In the survey involving more than five thousand consumers across six countries in the Asia-Pacific, including Indonesia, 45 percent of respondents claimed they are willing to spend more to get better service quality.

"As many as 54 percent of Indonesian respondents did not even hesitate to share their positive experiences via social media. This is a great opportunity to get our brand talked about in the digital world, while creating superior value that will differentiate us from other brands," said Fortune PR managing director Indira Abidin in a release Tempo received Tuesday, Oct. 22.

According to Indira, many companies are not aware that brands are the spearhead of a business, with crucial significance for progress. "Indonesia still considers that brand is only about the logo design and advertising campaigns, whereas in fact there are plenty more aspects to it encompassing the business entirety, such as brand positioning, brand visioning, brand culture transformation, employee communication and customer experience, "said Indira.

That's why, Fortune PR is now officially working with Affinity, a Singapore-based independent brand consultancy firm, to develop brands and improve clients' businesses.

Nick Pegman, managing director of Affinity, is optimistic about the future collaboration between his company and Fortune PR. Nick said that Indonesia is growing rapidly, with many companies multiplying their businesses both locally and internationally. Therefore, he believes it is important for them to project their branding goals to the public, whilst paying close attention to all internal aspects including human resources, finance and marketing to formulate a thorough strategy. (*)



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