From a small district at Tanah Abang to a National Leading brand in Indonesia

A presentation at Universitas Taruma Negara 29 April 2011

History of Bango
What is Kecap Bango Acquisition background Kecap Job Brand Key & Campaign Idea The Journey of Bango 2000 2010 Bango Social Mission: FJB & BSB Development

What is Kecap Bango?

Kecap Manis (sweet soy sauce) The sauce that Indonesians cant live without, for its sweetness thickness and darkness Like a guarantee of success, no food can go wrong with kecap from cooking, topping to dipping

from carbo (rice, noddle, vermicelli), protein (chicken, beef, seafood) to vitamins and minerals (veggies, fruits)

Welcome to the world of Bango where only genuineness counts, from genuinely high quality ingredients from nature, to give you the genuine taste of soy sauce Bango, Benar-Benar Kecap!

A Little Acquisition Background

Acquired in November 2000 the Bango sweet soy sauce (kecap) business from the Kartadinata family (3rd generation Eppy and Sally) Unexploited and unsupported, kecap Bango was no. 4 brand in Indonesia with 4% market share (and now hold 31% market share as strng No. 2 after ABC brand) Was sold mainly in Jakarta, Bogor, Tangerang, Bekasi and some parts of West Java (now nationwide)

We saw potential to nationalize Bango, using Unilever power and expertise in distribution and marketing Divided into many islands, Indonesia has diverse customs, traditions, practices including peoples food preferences and cooking style. Thus, there are over 100 soy sauce (kecap) brands across Indonesia , produced mainly by local cottage industries. Most of them are not supported. Largely, they depend on word-of-mouth and some trade promotion. Before acquisition, Bango was only distributed and enjoyed amongst people in Jakarta, Bogor, Tangerang, Bekasi areas Distribution Expansion Oppt However there were some evidences that people/restaurant outside these areas were consuming Bango (they took effort to buy from Jakarta) There was not so much brand equity building campaign for soya-sauce (it was treated more like commodity) Building Bango awareness and establish brand equity

Kecap Bango
There are so many sweet soy sauce available, all are claiming to give you the best taste and the best result..but what actually is the best sweet soy sauce? Introducing Bango, the brand that stands for the highest quality in soy sauce, the gold standard. It only contains 4 high quality ingredients from nature: black bean, coconut sugar, water and salt, making Bango the real sweet soy sauce without additional spices, MSG or preservatives. The combination of black bean and coconut sugar gives Bango the best sweet taste and special aroma, which highlighting the wonderful eating experience with your family. Kecap Bango, The Real Soy Sauce!

JOBS OF KECAP
Joy DELIGHT
(Mostly Dipping & Topping)
Heighten My Moment Creating Me Moment

Prolong My Bliss Delectable experience

Put Me Back in Control

HARMONISE

Spice Up My Life

Sweeten My Disharmony

Carry My Message

SENDING SIGNAL

High Intense Impact

Base for creation

High
Interest and Involvement

Recognize Me

Low
Interest and Involvement

Cover My Imperfection

Blends to my creation Cover My Emotion

Dependable

ABSORB
Surrender

Comfort

2000/01 Introducing Credentials

The category was pretty much inactive pre-Bangos advertising launch in 2000, when it was acquired by Unilever

TASK: To announce the quality of Bango nationally

Positioning. Message. RTB. Tagline. THE REAL KECAP Taste never lies (Rasa nggak pernah bohong) Made from choice black beans and palm sugar blended perfectly Benar-Benar Kecap (The Real Soy Sauce)

TV
1. Semur Ayam - None -

Print

Activation
- None -

My kid just cant wait to taste it!

2.

Tumis Tempe

Im always sure my tumis tempe is perfect!

2002 Introducing Credential

TASK: To announce the quality of Bango nationally
Positioning. Message. RTB. Tagline. THE REAL KECAP Taste never lies (Rasa nggak pernah bohong) Made from choice black beans and palm sugar blended perfectly Benar-Benar Kecap (The Real Soy Sauce)

TV
1. Bean 1. Bean
Going back to history while romancing the beans and process

Print
1.

Activation
Bango Cita Rasa Nusantara cooking traditional recipes contest (Urban & 2ndary cities)

2. 3.

Uji Masak 2. Bean Market 3. Idul Adha

Side-by-side comparison

The Perfectionist choose the perfect soy sauce, Bango

4.

Pouch launch

2003 Building Credentials

TASK: To strengthen the quality of Bango
Positioning. Message. RTB. Tagline. THE REAL KECAP No compromise on things that matter the most Made from choice black beans and palm sugar blended perfectly Benar-Benar Kecap (The Real Soy Sauce)

TV
1. Hujanhujanan 1.

Print
Backpack 1.

Activation
Bango Cita Rasa Nusantara cooking traditional recipes contest (Urban & 2ndary cities)

Friends sharing recipes: No matter what, I will not compromise on my kecap

2.

Luggage

2.

Macet 3. Idul Adha

Driving home for Buka Puasa: No matter how hungry I am from fasting, I will go home to my wifes cooking

2004 Be the challenger

TASK: To strengthen the quality of Bango
Positioning. Message. RTB. Tagline. THE REAL KECAP Only Bango perfectly blends the spices and creates a well rounded taste Made from choice black beans and palm sugar blended perfectly Benar-Benar Kecap (The Real Soy Sauce)

TV
Pengakuan Slice Of Life : The Converted Husband (Wife finally uses Bango and surprises him!) The Tahu Vendor (Can t have enough of it!)

Print
1. Mengikat Rasa

Activation
ACTIVATION: Gerobak Sate Bango

2. Idul Adha
Amplification Filler

2005 Be the challenger

TASK: To strengthen the quality of Bango
Positioning. Message. RTB. Tagline. THE GOLD STANDARD OF KECAP No compromise in making the best kecap Made from choice black beans and palm sugar blended perfectly Benar-Benar Kecap (The Real Soy Sauce)

TV
BANGO BEAN Romancing the bean selection, the beans and the process

Print
1. Flip top launch

Activation

NURUNIN ILMU Slice Of Life: The Converted Meddling Mom-inLaw

TV Program of Bango Cita Rasa Nusantara (BCRN)

2006 Stronger Challenger

TASK: To strengthen the quality of Bango
Positioning. Message. RTB. Tagline. THE GOLD STANDARD OF KECAP No compromise in making the best kecap Made from choice black beans and palm sugar blended perfectly Benar-Benar Kecap (The Real Soy Sauce)

TV
BANGO BEAN Romancing the bean selection, the beans and the process

Print

Activation

Festival Jajanan Bango Cita Rasa Nusantara

NURUNIN ILMU Slice Of Life: The Converted Meddling Mom-inLaw

TV Program of Bango Cita Rasa Nusantara (BCRN)

2007- Stronger Challenger

TASK: To strengthen the quality of Bango
Positioning. Message. RTB. Tagline. THE GOLD STANDARD OF KECAP The best quality kecap Made with full dedication of Black bean farmers Benar-Benar Kecap (The Real Soy Sauce)

TV
Father & Son A Tribute to black soya bean farmer Karena Rasa tidak pernah bohong

Print

Activation

Running Vendor Bango is the elixir of resilience when hope is vulnerable Launch Sachet

Festival Jajanan Bango Cita Rasa Nusantara

Bango Relaunch

TV Program of Bango Cita Rasa Nusantara (BCRN)

2008 Stronger Challenger

TASK: To strengthen the quality of Bango
Positioning. Message. RTB. Tagline. The Champion of Integrity Quality is never obsolete Black soya bean Benar-Benar Kecap (The Real Soy Sauce)

TV
80 Years of Bango Romancing Bango good quality from generation to generation

Print

Activation

Menjaga Warisan Kuliner Documentation of Festival Jajanan Bango in preserving culinary heritage

Festival Jajanan Bango Cita Rasa Nusantara

80 Years of Bango

TV Program of Bango Cita Rasa Nusantara (BCRN)

2009
TASK: To strengthen the quality of Bango
Positioning. Message. RTB. Tagline. The Champion of Integrity Quality is never obsolete Wholeheartedly created from Black Soya Bean Benar-Benar Kecap (The Real Soy Sauce)

TV
The Gift A wholeheartedness act result in an extraordinary things

Print

Activation

Festive Ad

Festival Jajanan Bango Cita Rasa Nusantara

The Gift

TV Program of Bango Cita Rasa Nusantara (BCRN)

2010
TASK: To strengthen the quality of Bango
Positioning. Message. RTB. Tagline. The Champion of Integrity Quality is never obsolete Wholeheartedly created from Black Soya Bean Benar-Benar Kecap (The Real Soy Sauce)

TV
The Gift A wholeheartedness act result in an extraordinary things

Print
Relaunch 85ml

Activation
Kumpul Manis Activation to support relaunch of 85ml

Relaunch of Bango 85ml Big wholeheartedness in a small pouch

TV Program of Bango Cita Rasa Nusantara (BCRN)

Key Recipe Success of Bango

(3) SUSTAINABLE FARMERS COMMUNITY Black Soy Bean Farmers Development Program (1) PRODUCT IS HERO (high quality ingredients & heritage processing)

Our Mission : "To preserve the culinary heritage of Archipelago and to enhance the livelihood of black soy bean farmers

(4) ALIGNED ACTIVATION, (5) SMOOTH SUPPLY MANAGEMENT (2) A NO COMPROMISE Attitude COMMUNICATION (no cut corners to provide the best) of Coconut Sugar @ the right price & CONSUMER PROMOTION A cultural journey to preserve the most authentic food of Indonesia Consumer promotion that support J2BD year by year

Bango Belief
Owning Comforting Genuine Moments Being Genuine in Making Bango Being GENUINE Genuinely Caring for Those Who Grow Our Ingredients
BANGO believes being genuine means caring for those who grow our ingredients.. BANGO believes in being genuine in making our product - we maintain the purity & tradition of making the product (we do not cheat by putting in what s second best)..

BANGO believes the genuineness of Kecap Bango can give people comfort to go back to what is true in life when life doesnt go their way.

BANGO believes in preserving the genuine food of Indonesia..

Preserving the Genuine Food of Indonesia

Bango social mission manifest in: 1. Festival Jajanan Bango 2. BSB Farmer Development Program

In 2005, Bango strengthened its brand social mission : Preserving the culinary heritage of Archipelago and improving the live of black soya bean farmers

What the FJB brings into

Brand Live up the brand mission in preserving traditional dishes & increase the welfare of hawkers Strengthen Bango brand image as Citra Rasa Nusantara Give both consumers & hawkers a good brand experience UFS 60% of participating hawkers become regular customers o Mostly switched brand from Indofood, ABC & Nasional (Major Competitors) Consumers Became aware of the richness of traditional dishes Exposed to iconic hawkers Hawkers Increase number of diners at 10% (minimum) Exposed by mass media Invited to other food festivals Proud being recognized as FJB participants More confident in running the business

FJB Journey
2005 2006 2007 2008 2009 2010

Actualize Establishing Actualize Bango as Bango social Bango social mission national mission brand

Building brand image

Strengthen brand image& equity

Strengthen brand Objective image& equity

Festival Jajanan Bango Cita Rasa Nusantara

Pasar Malam Tempo Aneka Makanan Dulu Tradisional Nusantara

Bango 80th Anniversary

Festival Kelezatan Sepenuh Hati

Pilihan Ibu Nusantara

Theme

JKT, BDG, SBY, SMG

JKT, SBY, MDN

JKT, BDG, SBY, MDN

JKT, BDG, SBY

JKT, BDG, SBY

JKT, BDG, SBY

Cities

Key Success Factors

Food festival is considered as unique and appetizing Provide variety of iconic foods & hawkers in one place
Consumer were attracted with the culinary experience, they could experience all foods from around Indonesia in one place

Offer interesting alternative as family/friends weekend activity Heavy pre-event publication across multimedia Cooking demo Entertainment Location
Held in well known venue High access through public transportation

BSB Farmers Development Program

Background
Acquired by Unilever Indonesia in 2000, Kecap Bango has shown a very high and fast growth. As a winning local jewel, Unilever intends to maintain the original recipe of Kecap Bango since 1928, that is made only from 4 selected ingredients from nature: coconut sugar, black soy bean, water and salt. Therefore, black soy bean is becoming a very important ingredients for the formulation. Unfortunately, black soy bean availability in the market is limited, while looking at the growth of the business, black soy bean supply is needed in big volume. Partnering with Gadjah Mada University, Unilever decided to build Black Soy Bean Farmers Development Program with the intention of fulfilling supply and at the same time, improving the livelihood of the farmers.
Source: ULI Peduli Foundation

BSB Farmers Development Program

Unilever needs good supply of black soy bean in quality, quantity & price Gadjah Mada University has expertise in black soy bean seed & planting technology The farmers want to increase their productivity & income

Black soy bean farmers development program, that provides: Ability to access to finance Improvement in technical skill Guaranteed market for their harvest Additional income Additional income for their wives

BSB FARMER DEVELOPMENT PROGRAM OBJECTIVES:

Improving the livelihood of farmers by involving them in Kecap Bangos business

Source: ULI Peduli Foundation

BSB Farmers Development SKILLS DEVELOPMENT To achieve a good productivity and quality harvests of BSB, farmers are fully supported by Unilever Indonesia in technical assistance through regular field training.

Source: ULI Peduli Foundation

BSB Farmers Development ACCESS TO FINANCE Unilever Indonesia fully supports the farmers in financing their production facilities such as seed, fertilizer and post-harvest equipment with A SOFT loan and donation scheme.

Source: ULI Peduli Foundation

BSB Farmers Development ENCOURAGEMENT Dedicated field staffs from Unilever Indonesia guide and assist the farmers since the beginning of planting until postharvesting to help them in improving their skills and solving their problems at field.

Source: ULI Peduli Foundation

KEY SUCCESS FACTOR ON BSB PROGRAM NURTURING MUTUAL BENEFIT AND SUSTAINABLE PARTNERSHIP UPF

Connection to market
Supporting on market access

Skills development
Facilitating training to develop technical or management skills

Access to finance
Facilitating the initial investment or operational financing

Encouragement
Supporting and guiding in initial stage of the business

ULI

SMEs

More qualified and sustainable supply Process supporting Sales coverage extension, etc.

Source: ULI Peduli Foundation

WHOLEHEARTEDLY THANK YOU