1w ago
The Super CMO Show - Ricky Afrianto (#011)
Ricky Afrianto is a Global Marketing Head/Director - Mayora Group. Previously he was Marketing Director and managed 21 brands across 5 categories: Biscuit, Candy, Wafer, Chocolate & Instant Food. Before joined Mayora, Ricky was Regional Marketing/Category Manager – Adult Category for Asia & Middle East Region of Fonterra Brands Singapore.
For Show Notes, visit https://contraminds.com
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15 key takeaways from this conversation:
1. Mayora is an Indonesian food and beverage company with a wide range of products available in over 100 countries, with almost equal business split between domestic and international markets.
2. Local brands like Mayora can innovate and make decisions faster compared to large multinational companies due to their entrepreneurial mindset and connection with local markets.
3. CPG marketing has transformed significantly in the last decade with the rise of e-commerce, social commerce, and new digital platforms like TikTok.
4. Localization and customization are key advantages for local brands, allowing them to create products and campaigns tailored to specific markets.
5. Intuition backed by solid data is crucial in media buying decisions, especially for categories like CPG where e-commerce may not be as effective.
6. Digital marketing for CPG brands should focus on building brand equity and not just performance marketing.
7. Observing consumers directly is still the best way to gain insights, despite advancements in research technology.
8. Future agencies need to be open to leveraging creativity from clients, influencers, and embrace an ecosystem approach rather than being the sole creative source.
9. Successful CMOs need a balance of creativity, analytical skills, business acumen, and an entrepreneurial mindset.
10. CMOs must understand financial metrics and drive business results, not just focus on marketing outputs.
11. Entrepreneurial skills are essential for CMOs to bring new ideas, optimize processes, and drive business growth.
12. Key success metrics for CMOs include business performance, brand metrics, and creating a strong brand pull where consumers can't explain why they like the product.
13. Admired brands mentioned include Nike, Absolut Vodka, Apple, Coke, and Mayora's own Kopiko brand.
14. Innovative campaigns like Anlene's health movement and revamping the century-old Roma biscuit brand were sources of pride.
15. Advice for marketing students is to learn beyond just marketing - subjects like statistics, behavioral economics, and psychology to better understand consumers.
