History……PT.Bina Busana Internusa

Garment Industry Since 1989

Men’s clothing, brand: Christian Kent, Valino, Harry martin, Sierra

Morrena, Christian Kent, Van Heussen, Arnold Palmer

woman clothing, brand: Valino Donna, Lyla (Moslem clothing)

Job by order, brand : Creative Gear

Market: Local

International: Malaysia, USA, UK, Singapore, Japan

Location: Cakung jakarta Utara and kompleks Industri

Pulo Gadung, Jakarta Timur.

• VISIMenjadi Perusahaan tingkat dunia dan brand yang unggul melalui inovasi dan kerjasama

• MISIPerusahaan yang peduli kepada karyawan untukmembuat kastemer bahagia dan merasa puas

• VALUES– Integrity– Caring– Team Work– Dynamic

About The Company….

Brand-driven Organization Definitions…

“ Brand is about far more than advertising and logos. It’s about the relationship forged between an entity and its products and services-represented by the brand-and cutomers. How well customer’s experiences measure up to what’s implicity and explicity being promised by the brand shapes their perceptions and creates bonds of loyalty (or not)”

-Tybout & Calkins, 2005 -

“In addition to equipping the organization to cope with the outside world of customers and competitors, it is also necessary to train and motivate all staff within the organization to provide the appropriate level of service to customers.”

Frank Bradley, 2003 –

“Building a brand-based culture goes beyond the creation of a short-term buzz to the development of a genuine and ongoing commitment to the organization’s brands.”

- Tybout & Calkins, 2005 -

The Benefits….

• Employee are provided a tangible reason to believe in a company, keeping them motivated and energized.

• Employees can see how they fit into the overall plan to deliver the brand vision and promise to customers-and how they efforts affect the fulfillment of business goals

• Employees develop a high level of pride that is tied to fulfilling the brand’s promise

• Recruitment and retention are strengthened• A common focus on the customer and brand heightens

a cohesive and productive environment.

Steps…

Turning an organization into one that is more brand-driven, where the customer focus is embraced by the entire culture, is a process that evolves over time.

The various steps that are required :

1.The Role of Senior Management2.The Assimilation Process3.Six Guiding Principles4.Measuring And Tracking Progress

The Assimilation Process…1. Strategic Development

• Preparation• Energize

2. Foundation-Building• Re-Design• Configure

3. Implementation• Deploy• Review & Monitoring

PERFORM® Methodology

STRATEGY MAP INTENTSTRATEGY MAP INTENT

PPREPARATIONREPARATION EENERGIZENERGIZE CONCONFFIGUREIGURERRE-DESIGNE-DESIGN DEPLDEPLOOYYRREVIEW & EVIEW &

MMONITORINGONITORING

ImplementationImplementationImplementationImplementationFoundation BuildingFoundation BuildingFoundation BuildingFoundation BuildingStrategic DevelopmentStrategic DevelopmentStrategic DevelopmentStrategic Development

Six Guiding Principles…1. Make The Brand Relevant

Penyesuaian aktivitas bagi karyawan misalnya untuk bagian brand manager harus bisa membuat brand produk baru yang sesuai dengan situasi pasar.

2. Make The Brand AccessibleSetiap bulan ada management review yang meliputi evaluasi penerapan value perusahaan dalam tiap divisi yang dihadiri langsung oleh Board Of Directors. Dan juga setiap tahun ada training maupun workshop bagi setiap karyawan.

3. Reinforce The Brand ContinouslyDengan adanya management review bulanan dan setiap tahun sekali ada planning cycle yang isinya meliputi budgeting dan policy perusahaan satu tahun ke depan. Planning cycle ini dipimpin langsung oleh Board of Directors yang detilnya sebagai berikut :

• President Director memimpin planning cycle untuk departemen:• IT, General Affair, Distribution Centre, Design & Product Development, Sales Force

Advisor, Marketing• Marketing Director mengawasi untuk departemen :• Human Resource, General Affair, Marketing• Finance Director mengawasi departemen :• Finance, Accounting dan Procurement• Production Director mengawasi :• Production Planning Inventory Control , Warehouse (Gudang)

4. Make The Brand Education an Ongoing ProgramAdanya training dan workshop setiap tahunnya dengan program-programnya yang adaptif sesuai dengan

kebutuhan perusahaan dan kemampuan karyawan.

5. Reward On-Branding BehaviorBagi karyawan yang memiliki performance yang bagus, baik secara hasil kerja maupun perilaku yang sesuai dengan value perusahaan akan memiliki tangible benefit seperti bonus maupun intangible benefit seperti career planning

6. Align Hiring PracticesPihak HR dalam melakukan rekruitmen menyesuaikan kebutuhan perusahaan dan melihat kemampuan calon karyawan untuk beradaptasi dengan value perusahaan. Salah satunya dengan cara psikotes yang diterapkan untuk melihat salient value dari calon karyawan, apakah selaras dengan dengan value perusahaan atau tidak.

Six Guiding Principles…cont’d

Measuring and Tracking ProcessBusiness Understandingtraining, workshop dan berbagai macam review mgt

Brand Understandingtraining, workshop dan berbagai macam review mgt Brand Influence

Brand InfluenceBetter KPI performance

Brand TrustAgak kurang memuaskan karena itu dilakukan evaluasi performa secara down to up, dimana

karyawan menilai pimpinannya.

Brand Credibilityyang dianggap memiliki performa yang baik Janji perusahaan PT.BBI berjanji untuk

memberikan reward dan jenjang karir bagi karyawan dalam perusahaan

Brand DeliveryPT.BBI telah membuktikan dengan memberikan reward dan jenjang karir bagi

karyawan yang dianggap memiliki

Brand Preference, Advocacy, and SatisfactionAdanya turn-over yang tinggi berati Brand Preference-nya rendah

How to eliminate Pitfall….

• Do brainstorming starting from President Director to the lowest level of employee

• Communicate the value of organizations not broadcastly, but more adjusted with employee behavior

Conclusion…

• The process of delivering what is promised by the brand must involves and fully-supported by all business entity, not the front liners only.

• BBI has succeeded developing themselves into a brand-based company, it’s shown by average increase of KPI (key performance indicators), but BBI has not yet reap the maximum benefit of it’s program because it still shows quite high turnover and management reviews. (note that changing to brand-driven organization takes time and strategic programs)

Thank You….

Thank You….