Glenn Manengkel (Head of Marketing Department of AQUA Japan)

The marketing landscape continues to shift along with the customer behaviours changing, and encouraged by the COVID-19 pandemic. Not only presents challenging conditions. It must be admitted that the pandemic has driven various innovations and forced many companies to change, as happened in AQUA Japan.

As a home appliances company, AQUA Japan has many new strategies to face this challenging time. With its various approaches, AQUA Japan business growth to double digits by the end of 2020.

With his experience in various industries, Glenn Manengkel, Head of Marketing Department of AQUA Japan, brings fresh air to the AQUA Japan business, starting from increasingly strong brand awareness, distribution channels and strengthening its brand image. Multiple attempts were made to respond to changes in people’s consumption behaviours. Along with Muhammad Perkasa Al Hafiz from Marketeers, he explaining the key strategies that have been implemented in AQUA Japan during 2020.

Can you tell us how you started your career?

My marketing career journey started in 1997 as Regional Sales & Marketing Manager of PT Tanuri Nustama. In 2002, I worked at Bank Mandiri as an investment product marketing manager for about three years. In 2005 Commonwealth Bank became my next career place as head of marketing and communication, then joined Watsons Indonesia in 2011 and MAP Aktif Adiperkasa in 2013 as head of brand marketing communications for one year before joining AQUA Japan.

After holds several positions. Why do you choose to work in AQUA Japan? Has your previous experience helped your job at AQUA Japan?

This field is so different from my previous experience, so I want to improve my capability and skills. I am also interested, in developing the electronics or home appliances industry. It is very dynamic. That is what I get in AQUA Japan.

Otherwise, AQUA Japan chooses me as Head of Marketing Department because of my working experiences, contribution to the company, and my achievements. Furthermore, I also have an excellent ability to solve a problem and always give a great solution for the company. Besides that, I am an enthusiastic and initiative person.

Many argue that the key to a healthy organization lies in the leadership side. What does leadership mean to you?

I think leadership is a social phenomenon that is always present in social interactions. Therefore, leadership always exists in the context of the life of the wider community. A leader’s effectiveness is determined and influenced by the leader’s understanding of the meaning of leadership, both type of choice and leadership style. Simply put, a good leader must be responsible for what he does.

The world of marketing is changing as ad marketeer, what condition has been changed in your observation?

The global economy is currently undergoing an alteration. The increase of economic nationalism and digital technology will change the meaning of globalization. The global economy has decentralized in many ways. It happens because of increasing protectionism, a decade of stagnation in world trade and foreign investment growth, and the weakening of the multilateral institution roles. This condition makes business integrate rapidly through the data network, connected devices, and social media.

Certainly, AQUA Japan will adapt in terms of developing strategies to face the challenges. Here is the strategy.

First, we build up stronger brand awareness. Second, we increase the presence and the number of products to trigger sales. Third, we focus on strengthening the brand image and increase competitive strength in each category.

What do you think has changed in terms of consumer behavior?

Indonesian people have different behaviour now. They prefer to fulfil their daily needs periodically, like once a week. To support these activities, AQUA Japan brings various products with technology and innovation that suit consumers needs or today’s society. Moreover, AQUA Japan’s also continuing to improve digital-based programs because people spent more time.

Moreover, AQUA Japan also noticed that people spent more time doing communication activities on digital channels and social media while at home. So, AQUA Japan is currently continuing to make improvements for digital-based programs.

What is the pattern of consumption of household electronic in Indonesia? And what are your predictions for next year?

This year is full of challenges. COVID-19 pandemic had a significant impact on business and industry development, including in the household electronic product business. Some products such as refrigerators, freezers, and TV’s are increasing in sales during this pandemic. Consumers spend more time at home with their families and need more entertainment. And on the other hand, other categories decrease in sales but not too significant. Our prediction, storage, and entertainment will still be the main focus of AQUA Japan electronics products next year.

How big is the basket size of household consumers today? Which consumer segment is the “sexiest” today? What is their anxiety and desire for home appliance products?

Today, the “sexiest” consumer is the millennials, such as newlywed or small families with one or two children. We made our products to make them easier to carry out their daily activities. During this COVID-19 pandemic, consumers more aware of hygiene and health. From the beginning, AQUA Japan was very concerned about health problems. Our products are always equipped with technology that able to answer problems.

Currently, the customer journey is increasingly complex. Brands also need to work harder to get the attention of the target consumer. How do you see this? What does AQUA Japan Brand do to build awareness and brand equity?

This year, we try to get the attention of the target consumer using digital marketing. Using this way, we can give some information about the products and AQUA Japan’s brand. We optimize the use of social channels and website. We also provide awareness using streaming video on Facebook, YouTube, and TikTok so that millennials can reach us. We want them to be closer to this brand.

Another challenge is how to create personalized marketing materials. As we know, consumers increasingly want personalization. Have you also seen this trend?

Personalized marketing is an essential and effective strategy to get more customers nowadays. Why? It can be happened because of the growth of digital world. Consumers have been bombarded by information overload through advertisements. Meanwhile, they have a controlled desire for the product. Therefore, we also use a digital media approach to find out what information consumers want and don’t want, so they want to buy and make them come back. Here, we build our closeness between brands and consumers.

What marketing channels are currently the most effective way to reach customers and increase sales of AQUA Japan products? Do different product categories require other marketing approaches?

Changes in digital technology are accelerating. This condition also changes the pattern of public communication, including in consumer electronic products. Therefore, this year we are starting to expand by opening an official store in the marketplace. Marketing tactics are now differentiated based on existing sales channels. Products sold online require a different approach to products sold offline.

What’s the most significant target you want to achieve this year? And what about the targets for 2021?

Indonesia is an important market for an electronic brand like AQUA Japan. We predict this market can reach the growth that we set for this year, 15%. More than that, we believe it can take a larger market share of electronic products.

In 2021, we are targeting a market growth of at least 25%. We believe that we can achieve this target by continuing to upgrade our products to be enjoyed more by consumers in Indonesia.

Sumber: Marketeers, Desember 2020-Januari 2021