SUBANG – PT DAHANA held a Sharing Session for preliminary meeting of elaboration of 2023 Work Plan and Budget (RKAP) under the theme “Building Resilience through Innovation”. The session was opened directly by the President Director of PT DAHANA, Wildan Widarman, and followed with a Webinar by Alex Mulya (Iconomics Researcher) presenting the talk of “Leap Frogging Sales with Marketing and Branding” online through a zoom meeting, on Friday, January 6, 2023.

In his remarks, Mr Widarman stated that the preliminary meeting was the Company’s effort to involve all DAHANA employees, especially the millennial generation, in important company activities to ensure continuity between generations in the explosives company.

“Prior to the Working Meeting, we carry out the preliminary meeting first. The Working Meetings are attended by echelon I to echelon III, while this preliminary meeting involves the millennial generation as part of the learning process,” explained Mr Widarman.

Mr Widarman also hoped that the talk presented by the keynote speaker can help enlighten and sharpen the company’s strategic plan.

“Hopefully what is presented today can become be the agenda of the Working Meeting, especially in terms of marketing, where we are required to maintain continuity and make leaps forward,” said Mr Widarman.

In his presentation, Mr Mulya gave some important insights about the changes that have occurred in the world of marketing, especially that of consumer behavior. He gave an example that before 2015 consumers chose products because of rational and emotional choices; emotional choices applied on Consumer Goods and Luxury Goods, and rational preference on Commodities and Investment/Financial Goods.

“The research results we found in 2021 (indicated that) consumer trends have changed. (They) want more information, have more demands, such as in consumer goods where previously product image was more important than corporate image. In 2021 the number of corporate images will increase,” Mr Mulya said.

In addition to that, Mr Mulya talked about the branding of SOEs and private companies between which a gap lies. SOEs have a lack of positive image in terms of commercial image and people image, but very high image in terms of social image. It is the duty of SOEs to improve their commercial and people images.

“DAHANA has been in an ample private battlefield with free competition, and therefore DAHANA must become an excellent SOE and Private Corporation (in marketing and branding) at the same time,” Mr Mulya continued.

After elaboration of the current market conditions and branding, the event was continued with a discussion which was enthusiastically attended by DAHANA personnel, both on product brands or corporate brands, as well as the best steps that DAHANA could take for improving the image of DAHANA’s products and companies.


Juli Jajuli

Senior Manager Legal & Corporate Communications


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