Bob Sadino : Pengusaha Beda…

January 24, 2009

Pria ini kerap di panggil dengan sebutan “om bob”, jum’at (23 Januari 2009) ini mendatangi kampus Magister Manajemen Universitas Gadjah Mada dalam acara talk show yang diadakan oleh Marketing Club MM UGM. Dalam kesempatan kali ini om bob banyak sekali menerima banyak pertanyaan dari kalangan akademisi dan pengusaha di daerah Yogyakarta, dan om bob menjawab nya dengan santai, serta tidak lupa om bob juga menggunakan pakaian “dinas” yaitu cela pendek.

Kilas Balik

Pria berpakaian ”dinas” celana pendek jin dan kemeja lengan pendek yang ujung lengannya tidak dijahit, ini adalah salah satu sosok entrepreneur sukses yang memulai usahanya benar-benar dari bawah dan bukan berasal dari keluarga wirausaha. Pendiri dan pemilik tunggal Kem Chicks (supermarket), ini mantan sopir taksi dan karyawan Unilever yang kemudian menjadi pengusaha sukses.

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Bob Sadino, Indonesia Entrepreneur & Kem Chicks Owner

Titik balik yang getir menimpa keluarga Bob Sadino. Bob rindu pulang kampung setelah merantau sembilan tahun di Amsterdam, Belanda dan Hamburg, Jerman, sejak tahun 1958. Ia membawa pulang istrinya, mengajaknya hidup serba kekurangan. Padahal mereka tadinya hidup mapan dengan gaji yang cukup besar.

Sekembalinya di tanah air, Bob bertekad tidak ingin lagi jadi karyawan yang diperintah atasan. Karena itu ia harus kerja apa saja untuk menghidupi diri sendiri dan istrinya. Ia pernah jadi sopir taksi. Mobilnya tabrakan dan hancur. Lantas beralih jadi kuli bangunan dengan upah harian Rp 100.

Suatu hari, temannya menyarankan Bob memelihara ayam untuk melawan depresi yang dialaminya. Bob tertarik. Ketika beternak ayam itulah muncul inspirasi berwirausaha. Bob memperhatikan kehidupan ayam-ayam ternaknya. Ia mendapat ilham, ayam saja bisa berjuang untuk hidup, tentu manusia pun juga bisa.

Sebagai peternak ayam, Bob dan istrinya, setiap hari menjual beberapa kilogram telor. Dalam tempo satu setengah tahun, ia dan istrinya memiliki banyak langganan, terutama orang asing, karena mereka fasih berbahasa Inggris. Bob dan istrinya tinggal di kawasan Kemang, Jakarta, di mana terdapat banyak menetap orang asing.

Tidak jarang pasangan tersebut dimaki pelanggan, babu orang asing sekalipun. Namun mereka mengaca pada diri sendiri, memperbaiki pelayanan. Perubahan drastis pun terjadi pada diri Bob, dari pribadi feodal menjadi pelayan. Setelah itu, lama kelamaan Bob yang berambut perak, menjadi pemilik tunggal super market (pasar swalayan) Kem Chicks. Ia selalu tampil sederhana dengan kemeja lengan pendek dan celana pendek.

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Bob Sadino’s style of business meeting

Bisnis pasar swalayan Bob berkembang pesat, merambah ke agribisnis, khususnya holtikutura, mengelola kebun-kebun sayur mayur untuk konsumsi orang asing di Indonesia. Karena itu ia juga menjalin kerjasama dengan para petani di beberapa daerah.

Bob percaya bahwa setiap langkah sukses selalu diawali kegagalan demi kegagalan. Perjalanan wirausaha tidak semulus yang dikira. Ia dan istrinya sering jungkir balik. Baginya uang bukan yang nomor satu. Yang penting kemauan, komitmen, berani mencari dan menangkap peluang.

Di saat melakukan sesuatu pikiran seseorang berkembang, rencana tidak harus selalu baku dan kaku, yang ada pada diri seseorang adalah pengembangan dari apa yang telah ia lakukan. Kelemahan banyak orang, terlalu banyak mikir untuk membuat rencana sehingga ia tidak segera melangkah. “Yang paling penting tindakan,” kata Bob.

Keberhasilan Bob tidak terlepas dari ketidaktahuannya sehingga ia langsung terjun ke lapangan. Setelah jatuh bangun, Bob trampil dan menguasai bidangnya. Proses keberhasilan Bob berbeda dengan kelaziman, mestinya dimulai dari ilmu, kemudian praktik, lalu menjadi trampil dan profesional.
Menurut Bob, banyak orang yang memulai dari ilmu, berpikir dan bertindak serba canggih, arogan, karena merasa memiliki ilmu yang melebihi orang lain.

Sedangkan Bob selalu luwes terhadap pelanggan, mau mendengarkan saran dan keluhan pelanggan. Dengan sikap seperti itu Bob meraih simpati pelanggan dan mampu menciptakan pasar. Menurut Bob, kepuasan pelanggan akan menciptakan kepuasan diri sendiri. Karena itu ia selalu berusaha melayani pelanggan sebaik-baiknya.

Bob menempatkan perusahaannya seperti sebuah keluarga. Semua anggota keluarga Kem Chicks harus saling menghargai, tidak ada yang utama, semuanya punya fungsi dan kekuatan.

Sekilas tentang om bob memberikan kita sebuah gambaran perjalan sukses pria Indonesia, di dalam talk show di MM UGM, om bob mengingatkan bahwa kegagalan adalah sebuah proses untuk kesuksesan, dan sebuah universitas kehidupan bagi para pelaku nya.

Some Source :

http://www.tokohindonesia.com/ensiklopedi/b/bob-sadino/index.shtml


Marketing at Manchester United Cafe in Indonesia

January 11, 2009
Manchester United Football Clubs, one of the big four in The English Premier League has many extended business outside football competitions, such as merchandise, clothing and cafe.

Lets talk about The MU Cafe, in Paris Van Java Mall in Bandung, Indonesia, we can see one of MU cafe in Indonesia. This cafe is under licensed of Manchester United Food and Beverage (MUFB) is a Singapore holding company awarded the exclusive rights by Manchester United Football Club (“MUFC”) to own, operate, license and develop a chain of Manchester United restaurants & bar concept in Asia Pacific region. Territories include China, Singapore,Malaysia, Brunei, Indonesia, Thailand, Hong Kong, Taiwan, Korea, Japan, India, and the Philippines. These restaurant & bar outlets mark MUFC’s first foray into casual dining business on an international scale.

Our goal is to establish Manchester United Restaurant & Bar as a leading operator and license of casual dining restaurant and bar in the Asia Pacific Region.For our venture In Indonesia – PT Manchester United Food & Beverage, our major local joint venture partner is Mr Tomy Winata of the Artha Graha Group.

Marketing at The Cafe

Manchester United Cafe promoted a Food and Beverages beside any kinds about MU at the cafe, sometimes MU cafe invite many artist to opened the event (big match or champion league final). This all about marketing, MU cafe also promoted they stuff will a different style, uniquely, and branded football things like history of manager, players and MU moments.

  • Then, they’re so many question about using Manchester United Brand is only focus to Manchester United Fans ? maybe this statement will answer the question…
“We understand the natural indifference that an outlet using the ‘Manchester United’ brand may bring to some which is why our focus will not be just about catering to Manchester United fans, but delivering great service and food standards to our customers – something which both groups of people would definitely value as part of their experience at any food and beverage outlet,” Andy Yun, CEO for MUFB, said.
  • Why Indonesia?..
Mr Peter Draper said, “Manchester United is one of the most famous names in world sport with a fan following of over 70 millions..44.many of whom live in Asia. We hope that with the opening of MURB (Manchester United Restaurant and Bar) in Jakarta, football fans in Indonesia will feel even closer to English football and the Red Devils. We think the enthusiasm for this project in Jakarta speaks volumes for the dynamism of the Indonesian people and their love of football. We’re obviously delighted to have such a flagship for the Club in one of the world’s fastest growing economies.”

“Jakarta was the obvious choice for expanding in this region as we are confident about the prospects of Jakarta, being the capital of Indonesia, and the excellent growth prospects due to the rising affluence of its population. Our restaurant and bar will also present the local and international community here with a brand new experience in sports themed dining and live entertainment”, said Mr John Lim, MUFB’s Chief Executive.

Sources :
http://www.manutd-cafe.com/media/PT_MUFBPressRelease_17Jan2006.pdf

http://www.marketing-interactive.com/news/10202


What Is Marketed?

December 23, 2008
Marketing people are involved in marketing 10 types of entities : goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.

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Goods, Physical goods constitute the bulk of most countries production and marketing effort. Each year, U.S. companies alone market billions of fresh, canned, bagged, and frozen food products and millions of cars, refrigerators, television sets, machine and various other mainstays of a modern economy. not only do companies market their goods, but thanks in part to the internet, even individuals can effectively market goods.

Services, As companies advance, a growing proportion of their activities is focused on the production of services. The U.S. economy today consists of a 70-30 services-to-goods mix-services include the work of airlines, hotels, car rental firms, barbers and beauticians, maintenance and repair people, as well as professionals working within or for companies, such as accountants, bankers, lawyers, engineers, doctors, software programmers, and management consultants. Many market offerings consist of a variable mix of goods and services. At a fast food restaurant, for example, the customer consumes both a product and a services.

Events, Marketers promote time-based events, such as major trade shows, artistic performance, and company anniversaries. Global sporting events such as the Olympics or World Cup are promoted aggresively to both companies and fans.  There is a whole profession or meeting planners who work out the details of an event and make sure it comes off perfectly.

Experiences, By orchestrting several services and goods, a firm can create, stage, and market experiences. Walt Disney World Magic Kingdom represents experiential marketing: Customers visit a fairy kingdom, a pirate ship, or a haunted house. So does the Hard Rock Cafe, where customers can enjoy a meal or see a band in a live concert. There is also a market customized experiences, such as spending a week at a baseball camp playing with some retired baseball greats, paying to conduct the chicago symphony Orchestra for five minutes, or climbing Mount Everest.

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Persons, Celebrity marketing is a major business. Today, every major film star has an agent, personal manager, and tie to a public relation agency. Artists, misician, CEOs, physicians, high-profile lawyers, and finaciers, and others professional are also getting help from celebrity marketers. Some people have done a masterful job of marketing themselves -think of Madonna, Oprah Winfrey, the Rolling Stones, Aerosmith, and Michael Jordan. Management consultant Tom Peters, himself a master at self-branding, has advised each person to become a “brand.”

Places. Cities, stats, regions, and whole nations compete actively to attract tourist, factories, company headquatters, and new residents. Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies. To fuel their high-tech industries and spawn entrepreneurship, cities such as Indianapolis, charlotte, and raleigh-durham are wooing 20 to 29 year-old through ads, PR, and other communications. Louisvikke, Kentucky, spends $ 1 million annually on e-mails, events, and networking appraches to convince 20-somethings of the city’s quality of life and other advantages.

Properties. Properties are intangible rights of ownership of either real property (real estate) or financial property (stocks and bonds). Properties are bought and sold, and this requires marketing. real estate agents work for property owners or sellers or buy residential or commercial real estate. Investment companies and banks are involved in marketing security to both institutional and individual investors.

Organizations. Organizations actively work to build a strong, favorabke, and unique image in the minds of their target publics. Companies sp4end money on corporate identity ads. Phillips, the Dutch electronics company, puts out ads with the tag line “Let’s Make Things Better.” In the United Kingdom, Tesco’s “Every Little Bit Helps” marketing program has vaulted it to the top of the supermarket chains in that country. Universities, museums, performing arts organizations, and non-profits all use marketing to boost their public images and compete for audiences and funds.

Information. Information can be produced and marketed as a product. This is essentially what schools and universities produce and distribute at a price to parents, students, and communities. Encyclopedias and most nonfiction books. market information. Magazines such as Road and Track and Byte supply information about the car and computer worlds, respectively. The production, packaging, and distribution of information is one of our society’s major industries. Even companies thet sell physical product attempt to add value through the use of information. For example, the CEO of Siemens Medical Systems, Tom McCausland, says, “[our product] is not necessarily an X-ray or an MRI, but information. Our business is really health-care information technology, and our end product is relly an electronik patient record: information on lab tests, pathology, and drugs as well as voice dictation.”

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Ideas. Every market offering includes a basic idea. Charles Revson  of Revlon observed: “In the factory, we make cosmetic; in the store we sell hope.” Products and services are platforms for delivering some idea or benefit. Social marketers are busy promoting such ideas as “Friiends Don’t Let Friends Drive Drunk” and “A Mind Is a Terrible Thing to Waste.”Sources :Kotler & Keller. 2006. Marketing Management. New Jersey : Pearson International Edition.