Orissa International prepared a detailed Marketing Strategy Roadmap in Indonesia for a foreign F&B manufacturing industry council. Our research team conducted a review of government data, trade associations, industry bodies such as BKPM (Indonesian Investment Coordinating Board), and local trade and mainstream press. We undertook comprehensive research into company annual reports, websites, press releases, financial/market reports, and news articles. We also conducted in-store observations and integrated consumer survey data from a leading FMCG market database. The core of this study was developed through the analysis of over 30 in-depth interviews with key opinion leaders, industry experts and representatives from the Indonesian food and beverage industry, including hospitality and foodservice players, advertising agencies, retailers, as well as manufacturers, importers and distributors. Synthesizing all the information, we provided a report with recommendations on the positioning statement of the F&B industry, how to work with local importers and distributors, best practices in engaging retailers in promotional activities, and executing nationwide advertising and marketing campaigns.
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