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.

1. MANAGING LOCAL BRAND IN THE COMPETITIVE GLOBAL ERA
FIGHTING THE GIANT

2. We generally think that they are better than local. Are they?
Our life is surrounded by global brands

3. NO GLOBAL BRANDS
STARTED AS A GLOBAL BRAND

4. THEY’RE ALL STARTED
AS A LOCAL BRAND

5. There was only one small store in Seattle
Previously..

6. Source: Washington Post
They are all over the world
Today,

7. We’ll have the same quality of STARBUCKS experience
Anywhere in the world,
Barista @ Starbucks – greeting the customer

8. It is still carrying the spirit of local coffee shop
But no matter how global STARBUCKS is
Starbucks store @ Beijing, China

9. WHY?
BECAUSE GLOBAL CONSUMER
ONLY EXIST ON PAPER

10. IN REALITY, ALL CONSUMERS
ARE A LOCAL CONSUMER

12. In San Bernardino, California (1940)
It was also started as a local brand
The first ever McDonald Restaurant

13. HOW DOES A LOCAL BRAND
BECOME THE GLOBAL BRAND?

14. DON’T PLAY DEFENSE

15. PLAY OFFENSE

16. The biggest beer in South East Asia
Story of

17. 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.

18. 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.

19. 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

20. It goes further From a beer into various line of businesses

21. 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)

22. San Miguel is keep investing in various strategic business
And it seems they are far from being settled
Sual Power Station TPLEX Toll Road

23. SAN MIGUEL CORPORATION IS
CURRENTLY GENERATING 6,6%
OF THE COUNTRY GDP

24. DON’T ADOPT GLOBAL SUCCESS

25. PROMOTE LOCAL SUCCESS

26. Some will say Kratingdaeng
What logo is this?
Other will say red bull

27. • 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.

28. • 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.

29. 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

30. It goes further From Energy drink into global name of extreme actions

31. ALL BECAUSE IT HAS BROUGHT
LOCAL SUCCESS (MUAY THAI)
INTO GLOBAL ADAPTATION
(EXTREME GAMES)

32. Could Kratingdaeng go?
But how extreme

33. SKY IS NO LONGER THE LIMIT
(literally).
AS LONG AS IT’S EXTREME, IT’S
KRATINGDAENG.

34. DON’T AIM TO BE A GLOBAL
BRAND

35. AIM TO BE A UNIVERSAL BRAND

36. GLOBAL BRAND
IS THE RESULT
UNIVERSAL BRAND
IS THE PROCESS

37. But why they are accepted globally?
We know that these brands are global brands
because they are anywhere globally.

38. A universal language
Because they speak
Safe Magical I can

39. 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

40. 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

41. That don’t impress me that much!
So.. You got a product?

42. LOCAL SUCCESS IS LIKE
A ROUGH DIAMOND IN THE
GLOBAL MARKET
WE NEED TO GET THE VALUE
OUT OF IT

43. The same as diamond by having 4Cs
How to create universal values of our brand

44. BUT IT’S NOT
CUT, CLARITY, COLOR & CARAT

45. INSTEAD IT’S
CONTEXT, CASE, COST &
CONFIDENT

46. CONTEXT
Consider the brand context that will
perfectly fulfill the need of the
consumers

47. CASE
Consider the “packaging” of the
brand, and doesn’t mean only a
physical packaging of the brand

48. COST
Consider values we offer. It’s not
about being the cheapest, but more
about being most valuable

49. CONFIDENCE
Consider the brand reputation.
On top of all benefit a brand can offer, people
also buy a brand because of its reputation

50. WITH UNIVERSAL VALUE
IN HAND
WE CAN CREATE UNIVERSAL
STORY

51. The world knows about Tomyum soup
People can tell a lot of story about
Tomyum soup

52. What does the world know about soto?
Whereas there a lot of stories
about soto we can tell

53. The world knows about Korean Ginseng
People can tell a lot of story about
Korean Ginseng

54. What does the world know about temulawak?
Whereas there a lot of stories
about temulawak we can tell

55. What is the story of Indonesian Champion Brands?
What does the world know about them?

56. The Great
Story of

57. INDOMIE HAS SUCCEED LOCALLY
COULD IT ALSO SUCCESS
GLOBALLY?

58. YES IT COULD!

59. Indomie is quite known in Nigeria
it’s considered to
be their staple food

60. Indomie ads in Ghana

61. Indomie in Saudi Arabia

62. Indomie in Australia & New Zealand

63. 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

64. 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

65. The road was long
and difficult, but
Indomie has made
it through a
universal
language:
Tasty Instant
Noodle

66. Currently, Indomie is
sold globally

67. Started as local brand
Now Indomie is one of the global brand

68. INDOMIE DIDN’T:
PLAY DEFENSE
ADOPT GLOBAL SUCCESS
AIM TO BE A GLOBAL BRAND

69. INDOMIE DID:
PLAY OFFENSE
PROMOTE LOCAL SUCCESS
AIM TO BE A UNIVERSAL BRAND

70. 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

71. Charles Darwin
Only the most adaptable will survive
T H A N K Y O U