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INTRODUCTION TO MARKPLUS INSIGHT
WHY DO WE HAVE TO ATTRACT INVESTORS
HOW TO ATTRACT INVESTORS
©2014 MarkPlus Insight
We serve clients with our four integrated business units
MARKPLUS BUSINESS UNITS AND SERVICES
Develop marketing and strategy
solutions based on proven concepts
and methodologies
Capture marketing and social
insights for crucial decision making
Offer world-class corporate
and public training programs
Provide online and offline
community-based media
activations
©2013 MarkPlus Insight
MarkPlus is a firm with in-depth capabilities in marketing for commercial and non
commercial organization
CORPORATE PROFILE IN BRIEF
 MarkPlus is the premiere and highly-focused marketing professional service firm in
Indonesia.
It was established 23 years ago by Hermawan Kartajaya, co-author of five international
marketing books with Prof. Philip Kotler, the Father of Modern Marketing at the Kellogg
School, Northwestern University.
 MarkPlus is able to provide a comprehensive service to its clients without the need to
engage third-party vendors.
MarkPlus consists of four business units of MarkPlus Consulting, MarkPlus Insight, MarkPlus
Institute, and Marketeers which aim to provide clients with Strategy, Research, Training, and
Media Activation capabilities, respectively.
 MarkPlus operates in 18 major cities in Indonesia with over 350 full-time staffs.
Since 2004, MarkPlus has established ASEAN operations in Kuala Lumpur and Singapore.
Headquartered in Jakarta, Indonesia, MarkPlus is strategically positioned to provide South
East Asian companies with marketing expertise and breakthrough insights.
©2013 MarkPlus Insight
MarkPlus Insight is a leading marketing and social research firm in Southeast Asia and has
strong capability to provide clients with reliable fact findings and relevant insight
MARKPLUS INSIGHT
Established in 1990, MarkPlus Insight has been becoming a respected Southeast Asian-based marketing and social
research firm, a research arm of MarkPlus Inc, and a leading research service provider which promises our clients
with reliable fact findings and relevant insights that can enhance important strategic and tactical business decisions
or policy making. As the leading research firm, we always use the most recent approaches and our strong analytical
abilities to synthesize research findings and provide clients with practical recommendations. Our clients, which
include many global and top-tear Asian companies, multinational agencies, government institution, and Non Profit
Organization have cited three main reasons why they choose and retain MarkPlus Insight as their preferred
research partner in Southeast Asia:
 MarkPlus Insight has had a solid track record in helping companies and organizations across different Southeast
Asian countries to meet their research goals, enhance their strategic decision making or policy making and even
reshape their abilities to become a hard-to-beat market player or effective organization.
 MarkPlus Insight has the ability to invent and employ creative, yet effective marketing and social research
techniques, which is made possible by its breadth and depth of knowledge and experience in a wide array of
topics and organizations.
 MarkPlus Insight has a wide and solid in-house research team supported by an extensive local (33 Provinces in
Indonesia) and regional (ASEAN) network, which yields to its ability to conduct cross-border and massive survey
in the region even in a tight timeframe.
©2013 MarkPlus Insight
5
We continuously build thought leadership in marketing
MARKPLUS’ STRONG CONCEPTUAL FOUNDATION
Our intellectual properties have
been endorsed by Philip Kotler
and acknowledged by
international publishers
©2013 MarkPlus Insight
The latest international book,
Marketing 3.0, published by John
Wiley in the US in May 2010, is
translated into 23 non-English
languages
Every year, we predict trends going
forward and define the recommended
marketing practices in Indonesia
MarkPlus Insight offers unique value propositions to clients
MARKPLUS INSIGHT’S VALUE PROPOSITION
Capture Insights for crucial decision making
Provide Relevant “Customer
Insights” As Opposed To Data
and Information
Most Recent Approach With
Strong Capability To Synthesize
Research Findings And Provide
Practical Recommendation
 Tailored research approaches and
methodologies based on client
issues
 The research approach &
methodology always refer to the
most recent school of thought
 Strong capability to generate the
“So What?” out of research
findings
 Supported by highly capable
analysts & consultant team
©2013 MarkPlus Insight
Strong In-House Research
Network Both Local And
Regional
 Supported by regional office with
wide network in ASEAN countries
 Has 33 representatives in major
cities in Indonesia
Broad Experience In Multiple
Industries
 Hundreds research projects in various
type of industries both multinational
or local
 Various types of research approaches
have been handled by MarkPlus
Research
MarkPlus Insight offers custom market research…
SERVICES OF MARKPLUS INSIGHT (1)
©2013 MarkPlus Insight
A wide in-house research network throughout 33 Provinces in Indonesia, urban and rural
areas
MARKPLUS INSIGHT FIELDWORK NETWORK


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
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




Banda Aceh
Medan
Padang
Pekanbaru
Tanjung Pinang
Jambi
Palembang
Pangkal Pinang
Bengkulu
Bandar Lampung
©2013 MarkPlus Insight










Jakarta
Bandung
Serang
Semarang
Yogyakarta
Surabaya
Denpasar
Mataram
Kupang
Pontianak










Palangkaraya
Banjarmasin
Samarinda
Manado
Mamuju
Palu
Kendari
Makassar
Gorontalo
Ambon










Ternate
Manokwari
Jayapura
P. Siantar
Batam
Bodetabek
Cikarang
Karawang
Ciamis
Cianjur










Cirebon
Indramayu
Purwakarta
Sukabumi
Tasikmalaya
Tegal
Solo
Pati
Kudus
Purwodadi










Purwokerto
Magelang
Madura
Sidoarjo
Demak
Blitar
Banyuwangi
Kediri
Madiun
Mojokerto




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




Probolinggo
Lombok
Bima
Sumbawa
Maumere
Sampit
Balikpapan
Tarakan
Pare-pare
Palopo
CATI facilities of MarkPlus Insight has been established since several years ago and
recognized with its world-class standard
MARKPLUS INSIGHT CATI FACILITIES
1. Number of CATI Stations
• 120 units with 3 CATI Supervisors
2. CATI Process
• Randomization lists of prospective respondents (lists are
provided by client)
• Progress report of each respondent contacted by CATI officers
• Re-schedule interview if requested by respondent
3. Quality control
• Call Data Record (phone numbers recruited into the respondent
and the duration of the interview)
• Records of the interview process by CATI officers (optional)
4. Report
• Progress report (number of contact lists and its status)
• Online reporting
©2013 MarkPlus Insight
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MarkPlus Insight also has capability to conduct observation by using GPS and provides
digital map for community baseline study
MARKPLUS INSIGHT GEO-TAGGING SERVICE
 MarkPlus Insight has launched GEOTAGGING
SERVICE to enable organizations controlling and
monitoring the targeted area of observation
regularly.
 This research tool helps organizations to conduct
areas’ mapping with geo tagging information by
using GPS technology.
 The client will receive a digital map of the observed
areas with coordinate point and basic information
of the researched area.
 The client can utilize the digitized database and the
map to conduct routine monitoring and evaluation
therefore they can control and create alert system
about their programs’ performance at each
geographical area in regular basis.
©2013 MarkPlus Insight
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MarkPlus Insight is deeply experienced in handling various types of research projects for
various types of companies across many organizations
SELECTED MARKPLUS INSIGHT EXPERIENCES
©2013 MarkPlus Insight
MarkPlus Insight is deeply experienced in handling various types of social research projects
for various types of organizations
SELECTED MARKPLUS INSIGHT EXPERIENCES IN SOCIAL RESEARCH
CLIENT/PROJECT
YEAR
PROJECT DESCRIPTION
2010
Identify target market and develop branding and marketing strategies
that appeal to other types of funding customers, such as corporations,
state-owned enterprises, and wealthy individuals.
2011
Stakeholders analysis and assessment for Plan International in
Indonesia
2009 – 2011
Analysis of stakeholders perceptions towards Indonesia Central Bank
Performance (Parliament, Government, Media, Banks, Academician,
Economist, and Public)
2007
Long-term Impact Assessment of British Council Program In Indonesia
(Government, Parliament, Beneficiaries, Educations etc.)
2011
Stakeholder analysis and assessment towards BPN performance on
Land service to public (Parliament, academician, NGO, Media, and
public). Research towards 3200 respondents in 16 provinces and 64
districts in Indonesia.
Political Aspiration of Indonesian
People (Syndicated Study)
2009
A survey on people's aspirations towards social, political, economic,
and leadership issues before 2009 elections. The survey covered 33
provinces, 215 districts (urban-rural) towards 16,800 respondents.
Syndicated Study
(Indonesia Public Service)
2010
Public service assessment towards major public service organizations
(government and companies) in Indonesia
2012
Mapping Children Participation Initiatives in Indonesia
& Bank Andara
Badan Pertanahan Nasional
©2013 MarkPlus Insight
INTRODUCTION TO MARKPLUS INSIGHT
WHY DO WE HAVE TO ATTRACT INVESTORS
HOW TO ATTRACT INVESTORS
©2014 MarkPlus Insight
Aceh perlu menjual daya tarik pertumbuhan ekonomi, peluang bisnis dan inovasi untuk
menarik investor dari luar Aceh untuk berinvestasi
4CS ANALYSIS: ATTRACTING INVESTORS TO ACEH
Growth Opportunity
“Other Provinces/
Surrounding
Areas”
“Public and
Investors”
Business Profitability
CITY/PROVINCE
Innovation Capability
Attracting Investors
to Aceh
Sources: Adopted from Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, and Sandra Liu, “Rethinking Marketing: Sustainable Market-ing Enterprise in Asia”,
Prentice Hall, 2003.
©2013 MarkPlus Insight
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Aceh memiliki potensi dan tantangan untuk menarik investasi ke Aceh
FAKTOR-FAKTOR YANG MEMPENGARUHI INVESTMENT ATTRACTIVENESS
1. Ketersediaan Modal
• Modal finansial
• Modal non finansial
2. Competitiveness
• Ketersediaan Infrastruktur
• Ketersediaan sumberdaya (fisik dan tenaga kerja)
• Business value chain
3. Regulatory Environment
• Prosedur dan Peraturan rumit
• Biaya startup yang tinggi
• Promosi investasi
©2013 MarkPlus Insight
16
Lanjutan ...
FAKTOR-FAKTOR YANG MEMPENGARUHI INVESTMENT ATTRACTIVENESS
4. Stability
• Kepastian dan penegakan hukum
• Tingkat kriminalitas: kekerasan, pemerasan, penculikan
5. Pasar lokal dan iklim bisnis
• Pertumbuhan ekonomi dan investasi. = success domino effect
•Semakin atraktif suatu wilayah terhadap investasi menjadikan wilayah
semakin berkembang, semakin berkemnbang semakin atraktif
6. Keterbukaan terhadap perdagangan regional dan international
• Tingkat ketersedian akses untuk menjual produk dan jasa
• Trade barriers: Tariff
©2013 MarkPlus Insight
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INTRODUCTION TO MARKPLUS INSIGHT
WHY DO WE HAVE TO ATTRACT INVESTORS
HOW TO ATTRACT INVESTORS
©2014 MarkPlus Insight
Penyusunan strategi branding, promosi, dan komunikasi untuk menarik investor ke Aceh
diusulkan untuk dilakukan melalui empat tahapan
PENDEKATAN STRATEGI PROMOSI DAN KOMUNIKASI
Phase I
Approach
Output
Deliverables
©2013 MarkPlus Insight
Environment
Analysis
• Analisis 4CS
• Analisis
ketersediaan modal
• Analisis
competitiveness
• Analisis Regulatory
Environment
• Analisis stabilitas
politik, sosial,
ekonomi, dan
kepastian hukum
• Analisis iklim bisnis
• Analisis
keterbukaan
Phase II
Phase III
Sector
Mapping
“Potensi Investasi”
• Industri/
Manufaktur
• Perkebunan
• Pertanian
• Peternakan
• Perikanan
• Perdagangan
• Transportasi
• Pariwisata
• Jasa-jasa
Promotion &
Communication
Strategy
• Strategi
positioning,
differentiation,
dan branding
Badan Investasi &
Promosi Aceh
• Strategi dan
Rancangan
Program Promosi
dan Komunikasi
Badan Investasi
dan Promosi Aceh
Phase IV
Promotion &
Communication
Activation
• Kegiatan branding,
promosi, dan
komunikasi untuk
menarik investor
di Aceh
19
Pada Phase I, analisis lingkungan akan dilakukan dengan pendekatan desk research dan indepth interview kepada narasumber yang tepat
PHASE I : 4CS DAN ENVIRONMENTAL ANALYSIS
TOPIK RISET
Ketersediaan
Modal
Competitiveness
Regulatory
Environment
Stabilitas
©2013 MarkPlus Insight
TUJUAN RISET
METODE RISET
• Melakukan pemetaan ketersedian modal
• Melakukan pemetaan Aceh sebagai daerah
tujuan investasi
• Ketersedian Infrastruktur
• Ketersedian sumber daya
• Biya transaksi murah
 Desk Research
 In-depth Interview
• Melakukan pemetaan kelayakan dan
kelengkapan kerangka peraturan
• Tingkat kerumitan prosedur dan
peraturan
• Biaya startup yang tinggi
• Financial incentives
• Melakukan pemetaan stabilitas sosial dan
politik
• Tingkat kriminalitas: kekerasan,
pemerasan
• Kepastian penegakan hukum
20
Pada Phase II, analisis sektor akan dilakukan dengan pendekatan desk research, in-depth
interview kepada narasumber yang tepat, dan primary research
PHASE II : SECTOR MAPPING POTENSI INVESTASI
SEKTOR
• Industri/
Manufaktur
• Perkebunan
• Pertanian
• Peternakan
• Perikanan
• Perdagangan
• Transportasi
• Pariwisata
• Jasa-jasa
©2013 MarkPlus Insight
OUTPUT
• Profil sektor
• Potensi pengembangan
per sektor
• Sub sektor unggulan
• Demand dan supply
gap
• Kebutuhan investasi
per sektor
METODE RISET
• Desk research
• In-depth interview
• Primary research
(pariwisata dan
perdagangan)
21
Sebelum menyusun strategi promosi dan komunikasi, terlebih dahulu akan dibuat PDB
untuk Badan Investasi dan Promosi Aceh
PHASE III : PROMOTION & COMMUNICATION STRATEGY
Illustrasi
Strategi Branding Badan Investasi dan Promosi Aceh
Positioning
brand integrity
Differentiation
Berinvestasi secara
aman dan
menguntungkan
Aceh:
Smart
Investment in
Serambi Mekah
3i
Investasi
Syariah
Brand
©2013 MarkPlus Insight
22
Selanjutnya, program promosi dan komunikasiakan dilakukan secara komprehensif untuk
menarik investor ke Aceh
PHASE IV : PROMOTION & COMMUNICATION ACTIVATION
PENGELOMPOKAN STRATEGI BERDASARKAN TARGET KOMUNIKASI
1
2
3
Komunikasi
Internal Aceh
Komunikasi
Publik
Event Diluar
Aceh
©2013 MarkPlus Insight
Illustrasi
• Program-program untuk mensosialisasikan dan menanamkan
budaya pelayanan kepada staf Badan Investasi dan Promosi Aceh
Program Komunikasi kepada
Karyawan Internal
• Program ini berisi sosialisasi program Badan Investasi dan
Promosi Aceh
• Program komunikasi yang ditujukan kepada pihak yang akan
menggunakan jasa layanan Badan Investasi dan Promosi Aceh
Program Komunikasi kepada
Masyarakat
• Program ini ditujukan kepada pihak-pihak yang nantinya akan
menjalin kerja sama dengan Badan Investasi dan Promosi Aceh
• Penambahan akses mendukung citra Badan Investasi dan
Promosi Aceh sebagai lembaga yang proaktif dalam menjangkau
masyarakat yang membutuhkan
• Program edukasi pertanahan membantu mengatasi masalah
kekurangan SDM yang diperlukan untuk sosialisasi program
komunikasi
• Antisipasi isu diperlukan untuk mengklarifikasi berita-berita yang
memperburuk citra iklim investasi di Aceh
Program Komunikasi kepada
Pengguna Layanan
Program Komunikasi kepada
Pembentuk Opini
Kerjasama dengan Komunitas
Kerjasama dengan Institusi Lain*
(Jangka Panjang)
23