SK Biswas, regional director of MPG Indonesia, noted, “The paint business is very unlike the FMCG business, which requires connecting with consumers through driving word of mouth and recommendations. This requires creating assets for the brands rather than GRP planning.”
Biswas added that their aim is to provide the right kind of support to take the brand to the next stage of development.
Meanwhile, M. Cahyono Widyastono, head of marketing at PT Mowilex Indonesia, pointed out that the company has become more aggressive lately on building awareness of its brands. “A good media agency is very important in achieving this and MPG is a partner that will help us reach our consumer effectively.”
Mowilex’s media spend in the country is around US$5 million, according to MPG. The firm has been around since 1970 and continues to be a leader in the paint industry.
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