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.
About The Company….
• VISI
Menjadi Perusahaan tingkat dunia dan brand
yang unggul melalui inovasi dan kerjasama

• MISI
Perusahaan yang peduli kepada karyawan
untukmembuat kastemer bahagia dan merasa
puas

• VALUES
– Integrity
– Caring
– Team Work
– Dynamic
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 :

5.The Role of Senior Management

6.The Assimilation Process
7.Six Guiding Principles
8.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 INTENT

PREPARATION ENERGIZE REVIEW &

RE-DESIGN CONF
CONFIGURE DEPLO
DEPLOY
MONITORING

Strategic Development Foundation Building Implementation

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 Accessible

Setiap 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 Continously

Dengan 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)
Six Guiding Principles…
cont’d
4. Make The Brand Education an Ongoing Program
Adanya training dan workshop setiap tahunnya dengan program-programnya yang adaptif sesuai dengan

kebutuhan perusahaan dan kemampuan karyawan .

5. Reward On-Branding Behavior
Bagi 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 Practices

Pihak 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.
Measuring and Tracking Process
Business Understanding
training, workshop dan berbagai macam review mgt

Brand Understanding
training, workshop dan berbagai macam review mgt Brand Influence

Brand Influence
Better KPI performance

Brand Trust
Agak kurang memuaskan karena itu dilakukan evaluasi performa secara down to up, dimana
karyawan menilai pimpinannya.

Brand Credibility
yang dianggap memiliki performa yang baik Janji perusahaan PT.BBI berjanji untuk
memberikan reward dan jenjang karir bagi karyawan dalam perusahaan
Brand Delivery
PT.BBI telah membuktikan dengan memberikan reward dan jenjang karir bagi
karyawan yang dianggap memiliki

Brand Preference, Advocacy, and Satisfaction

Adanya 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….