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ABOUT MILEAGE

COMMUNICATIONS

Mileage The group services blue chip clients in the lifestyle, consumer,
Communications financial, technology and healthcare sections.

Group is Asia’s Our clients include Marriott, AT & T Singapore, Intel


Semiconductor, Daimler-Benz AG, Da Vinci, Expressions, Bausch
biggest Public & Lomb, Novantis, SriLankan Airlines, Vertu, Cartier, Corum, etc.
Relations
Our services are specified in strategic marketing communications,
network with public relations, and also organizing lots of press conferences,
offices in India, media interviews, media trips, seminars, events, etc.

Thailand, Not only implementing the communication perspective of your


current marketing strategies but through our alliance with
Malaysia, MarkPlus&Co, the number one strategic marketing consultant in
Singapore and Indonesia, Mileage can also provide a total solution to clients by
providing end-to-end marketing communication strategy and
Indonesia. implementations services.
CORPORATE PROFILE
MILEAGE GROUP

• A full-service strategic marketing communications


and PR agency
• A member of Pinnacle Worldwide - a global network
of PR agencies
• Incorporated in 1992
• Rated as one of the top 10 PR agencies in Singapore
by a US PR journal
• First local PR agency (Singapore) to open an office in
New Delhi (1999)
• Branches in Mumbai & Bangalore (2000)
• Malaysia Office - Kuala Lumpur (2000)
• Indonesia Office - Jakarta (2002)
• Thailand Office – Bangkok (2002)
• The Mileage Group is Singapore’s biggest agency today
OUR REGIONAL
OFFICES

• Mileage Communications Pte Ltd., Singapore


• RAPR Mileage Communicat ions Sdn Bhd., Kuala Lumpur
• Mileage Communications, New Delhi
• Mileage Communications, Mumbai
• Mileage Communications Indonesia, Jakarta
• Mileage Communications, Bangalore
• Mileage Communications, Bangkok
OUR EXPERTISE

• Strategic Marketing Communications


• Corporate PR
• Crisis management
• Media Relations
• Community Relations
• Financial PR
• Investor Relations/ IPO
• Public Affairs & Government Relations
• Media Training
• Event Management
• Corporate Videos
• Editorial Services
• Multimedia Presentation
Comparison Matrix among Mileage Communications (Indonesia), local PR
consultants, and global PR consultants

1 2
Structure Books Writing

A combination f rom ma rketing


st rat egy consult ancy Has written many books which
Mileage (MarkPlus& Co) and PR become best -selle rs either i n
Communications consult ancy (Mileage
Communications)
national or i nternational scale s

Some have written books in 2-


Local PR Consultants Only one expe rtise 3 titles and distributed in
nat ional scale s

Only one expe rtise and only Do ma ny book s writing a nd


Global PR Consultants branch of f ice internationally publishe d.
Comparison Matrix among Mileage Communications (Indonesia), local PR
consultants, and global PR consultants …. (cont’d)

3 4 Experiences
Alliance in consulting business
in Indonesia

With various global consulting


Mileage compa nies f rom va rious
From 1989
(A subsidiary of MarkPlus&Co)
Communications compet ency

With one or two consulting Mostly are under 10 yea rs


Local PR Consultants compa nies wit h que st ioned
reput at ion

Longstanding in global
Global PR Consultants Rarely do they alliance level, but many a re
relatively new in Indonesia
Comparison Matrix among Mileage Communications (Indonesia), local PR
consultants, and global PR consultants …. (cont’d)

5 6
Connection between Learning Process for
PR Consultancy and Client
Research

Has i n-house resea rch division Guara nt eed because


which i s f ully integrated with PR the philosophy is
Mileage consult ancy division and “work wi th Cli ent” not
Communications support ed by a sol id Knowle dge “work f or Cli ent”
Cent er

Not certain, depe nds on the


Usually a re not research-
philosophy a nd each
Local PR Consultants ba sed. PR consult ancy
compa ny’s commitment
provided intuitively.

Usually a re not research-ba sed. None - ge nerally, the


Global PR Consultants PR consult ancy provide d philosophy i s “work f or
intuitively. Cli ent”
Comparison Matrix among Mileage Communications (Indonesia), local PR
consultants, and global PR consultants …. (cont’d)

7 8
Experiences in Making
Top Management Blueprint

Hermawan Kart ajaya and Yap Has expe rience in making


Boh Tiong is a combination strat egic-communi cations
blueprints f or various companie s
Mileage bet ween concept ual t hinker
and pract it ioner who ha s been in Indonesia, as the integrated
Communications nationally and i nternationally umbrella to t he total activity, such
recognized as PR f or the big compa ny.

Event organize r or t hey who


mostly write press relea se
Mostly just do tactical project
Local PR Consultants wit hout st rat egic and li mit ed
experience as pract it ioner. (ad-hoc pre ss release or event
organi zing)

Mostly just do tactical project


(ad-hoc pre ss release or
Global PR Consultants People who are f ar f rom
Indonesia
event organizi ng), a nd not
customize d to the local
sit uation.
Comparison Matrix among Mileage Communications (Indonesia), local PR
consultants, and global PR consultants …. (cont’d)

9 10
Model Used Professional
Personnel

Own model which A ll personne l are f ull-time


Mileage internationally recogni zed and consultants who
unde rstand the situation
has bee n applie d in va rious
Communications compa ny in Indone sia in Indonesia

Using mode ls f rom


international textbooks which Consultant s who mostly only
are not certainly suitable with do tact ical activity, such as
Local PR Consultants the condition of companie s in event organize r, press relea se,
Indonesia etc.)

Using mode ls f rom


A ll consult ants are f ull-
international textbooks
timers who may not f amiliar
Global PR Consultants which a re not cert ainly
with the situation in
suitable with the condition
of companies i n Indonesia Indonesia
OUR OPERATING
PHILOSOPHY

• Observe integrity

• Add value

• Ensure quality
OUR APPROACH

• Result-oriented

• Cost effective

• Creative/ Innovative
Some companies which have been handled by
Mileage Communications Indonesia are as follows:

Press Conference & Publicity to build the brand


image of the ‘new’ Jogja through PR approach
(2001).
Never Ending Asia
DI YOGYAKARTA

Public Relat ions Campaign to socialize the


National Movement to Build Public Facilities
(Gerakan Nasional Pembangunan Toilet Umum);
2004.
KEMENTERIAN KEBUDAYAAN
DAN PARIWISATA
Some companies which have been handled by
Mileage Communications Indonesia (cont’d)

Public Relat ions program on a retainer basis


(2003).

SRILANKAN AIRLINES

Crisis Management (2003).

BANK ARTHA G RAHA


Some companies which have been handled by
Mileage Communications Indonesia (cont’d)

Press Conference & Media Lobbying (2003).

J.W MARRIOTT ASIA

Crisis Management (2003).

LIPPO BANK
Some companies which have been handled by
Mileage Communications Indonesia (cont’d)

Public Relat ions program to build the positive


image of Superbrands in Indonesia through press
conferences, press releases, media interviews
and events (2003-2004).

SUPERBRANDS INDONESIA

Communications program to Yamaha dealers in


order to launch Mio, automatic motorcycle
(2003).
PT. YAMAHA MOTOR
KENCANA INDONESIA
Some companies which have been handled by
Mileage Communications Indonesia (cont’d)

Public Relat ions program on a retainer basis


(2003-present).

DA VINCI INDONESIA

Communications program to launch Telkom’s


book, entitled “On Becoming a Customer Centric
Company, Transformasi Telkom Menjadi
Perusahaan Berbasis Pelanggan” (2004).
PT. TELEKOMUNIKASI
INDONESIA, Tbk.
Some companies which have been handled by
Mileage Communications Indonesia (cont’d)

Communications program to launch BII National


Sales Division (2004).
BANK INTERNASIONAL
INDONESIA

Marketing Communicat ions Strategy to launch


“Grand Champa” apartment.

PT. DHARMALA INTILAND Tbk.


Some companies which have been handled by
Mileage Communications Indonesia (cont’d)

Communications program for “Celebrit ies for


Kids”, a charity event for UNICEF’s Child
Protection Programme (2004).
MarkPlus&Co - UNICEF
BOOKS WRITING
OUR CLIENT’S
FEEDBACK
(cont’d)

BII National Sales Conference, Agustus


2004

“An extraordinary event which exceeds our


expectation. The event motivates and
invigorates participants through the
ideas/nuances expressed during the event. We
hope that Mileage will maintain their work and
we thank you for the excellent work.

(Hanafi Himawan, BII National Sales Division)


OUR CLIENT’S
FEEDBACK

Yamaha Motor Kencana Superbrands Indonesia, 2003


Indonesia, 2003
“Thank you for the Superbrands Press
“We are impressed with how they Conference arrangement. We are pleased
handled and organized MIO Education, in with the extensive coverage by the media
which everything runs smoothly thanks to (Kompas, The Jakarta Post, Bisnis
the direction and supervision Mileage Indonesia, Media Indonesia, Suara
Communication. We look forward for to Pembaruan, Koran Tempo, Republika,
work together with Mileage SWA, Asia Inc., etc). This publicity serves
Communications to ensure the success of as a good backdrop for Superbrands
our future events. Thank you for the ….Your advice on the media is very
excellent contribution. BRAVO!” helpful.”

(Board of Director Yamaha Motor (Superbrands Indonesia)


Kencana Indonesia)
POTENTIAL
TEAM
MEMBERS

+
HERMAWAN
KARTAJAYA
President

„ Summary of experience. Hermawan Kartajaya is an internationally acknowledged speaker as well as


author in marketing area. He has been invited as a speaker and guest lecturer in many national and
international seminars/conferences and universities. He has authored many books and his marketing
articles have appeared in numerous national and international publications.

„ Areas of expertise
• Marketing Strategy development

„ Selected experience
• Developed “MarketingPlus 2000 Framework” and subsequently expanded it to a more comprehensive
model called “Sustainable Marketing Enterprise”
• Using this marketing framework, successfully renewed marketing strategies of many companies (both
multinational and Asian) and significantly improved their performances. Some of the major clients that
he has handled include (among many others): United Tractor (Komatsu), Indofood, Semen Gresik
Group, National Postal Saving Bank, Goodyear Indonesia, and many more.
• In 2000, co-published the book titled “Repositioning Asia: From Bubble to Sustainable Economy” with
Prof. Philip Kotler. This book was fully supported by the then Andersen Consulting Asia Pacific, published
by by John Wiley & Sons, Singapore and positioned as “The Business Book of the Year”.
• Published articles in several Indonesian magazine and newspaper: SWA Magazine, Gamma, Bisnis
Indonesia and Jawa Pos
• Hosts “Siasat” (Strategy), a popular weekly TV business show in Indonesia.
HERMAWAN
KARTAJAYA
(cont’d)

„ Prior work experience


• Lecturer in Marketing and Sales subjects, University of Indonesia
• Distribution Director, PT HM Sampoerna
• General Manager, PT Panggung Electronic Industries, Indonesia

„ Education
• Harvard Business School Executive Education Program (Strategic Marketing Management)
• J.L. Kellogg Graduate School of Management Executive Education (Increasing Sales Force Productivity,
Delivering Excellent Customer Service, Communications Strategy – Marketin g Communications for the
Changing Marketplace)
• The Wharton School Executive Education Program (New Product Development and Introduction, Managing
Service: Reengineering for Customer Satisfaction, Building and Leveraging Brand Equity, Integratin g
Finance and Marketing)
• The University of Michigan Business School Executive Education Program (Business-to-Business Marketing
Strategies).
• Master of Science (International Marketing), University of Strathclyde, Glasgow, U.K
• Bachelor of Economics (Marketing Management), University of Surabaya
HERMAWAN
KARTAJAYA
(cont’d)

„ Professional Association
• Chartered Institute of Marketing
• One of 12 members of World Marketing Association Council
• Currently, Protem Chairman and Governor of Asia Pacific Marketing Federation Foundation (APMF
Foundation)
• President of Indonesia Marketing Association (1996-1999 and 1999-2002)
• Vice President of World Marketing Association (1999-2001)
• President of Asia Pacific Marketing Federation (1998 – 2000)
HENDRA WARSITA
Director

Summary of experiences. Hendra Warsita is the director of Mileage Communications (Indonesia), as a


subsidiary of MarkPlus&Co. Responsible to run the business of Mileage Communications (Indonesia).

Areas of expertise
• Marketing Communications
• Public Relations
• Event Management
• IT

Selected Experience
• Founder and Former Executive member of Canada-Indonesia Society.
• Former Executive member of Indonesian Community of Toronto and Vicinity.
• Former Advisor to the Mayor of City of Toronto in Culture.
• Director of Private Enterprise of Indonesia Marketing Association.
• Board of Governor CALINDO (Canadian Alumni in Indonesia).
• Chairman of PERIKA (Association of Indonesian Exporters for Canada)
• Member of the Board of Trustee of Academy Secretary “TARAKANITA”

Education
Bachelor degree in Computer Science, York University
Bachelor degree in Civil Engineering, Ryerson University
Diploma in Civil Engineering Technology, Fanshawe College of Applied Art and Technology
ALEXANDER MULYA
Senior Consultant

Summary of experience. Alex Mulya has 3 years of consulting and industrial experience in
telecommunication ( fixed, wireless and mobile), banking/financial institution, insurance, pharmaceutical,
heavy equipment distributor, retailer, food manufacturing, cigarettes, and many others.

Areas of expertise
• Business revitalization & restructuring of marketing activities & objectives
• Developing market entry strategy for technology “new to the market” products
• Developing brand charter model as the strategic branding consultancy model

Selected consulting engagement and industry experience


• Developed strategic blueprints for several manufacturing and services companies, which involved
conducting a business environment analysis, determining corporate strategic intent, developing
segmentation, targeting, positioning, and branding strategy, constructing the concepts of tactical
elements such as differentiation, marketing-mix
• Host & Moderator of “Superbrands Radio Talk Show” at SMART FM
• Speaker & trainer in various marketing trainings and seminars in Jakarta, Semarang & Surabaya
ALEXANDER MULYA
(cont’d)

Prior work experience


• Financial Analyst for PT Tjiptono Darmadji (Indonesian co)– worked at debt restructuring and financial
analysis (0.5 year)
• Sourcing Manager for PT Sioen Indonesia (Belgium owned)– worked as the responsible for developing
sophisticated textiles (for technical garments) with various sources from East & SE Asia and buying
manager (1.5 year)
• Analyst for PT Tifa Securities (Indonesian co) – worked as macro & micro economy analyst for securities
brokerage (0.5 year)
FENTY BERLIANA
PR Consultant

Summary of experiences. Fenty Berliana is the member of Brand Communications Practice of


MarkPlus&Co. Responsible to the activities and consulting projects which are related to the practice of
Brand & Communications and also responsible to the MarkPlus&Co’s Communications Program, Public
Relations activities as well as ‘PR’-ing Hermawan Kartajaya, in his capacity as the marketing ‘icon’ of
Indonesia; one of 50 Gurus Who Have Shaped the Future of Marketing, Chosen by Chartered Institute of
Marketing, United Kingdom; and as the President of World Marketing Association. The job description
includes the industry analysis, media relations, corporate communications, internal and external relations,
MarkPlus&Co communities projects, Marketing Communications & PR consultancy (Mileage
Communications), etc. Fenty Berliana has involved in some Communications/ PR consultancy projects for
clients in some industries, such as airline, banking, property, furniture, automotive and IT, luxury &
lifestyle.

Areas of expertise
• Integrated Marketing Communications
• Public Relations
• Media Relations
• Event Management

Selected Experience
• Manage ASEAN Marketing Conference, 2002.
• PR project for Hermawan Kartajaya as the marketing ‘icon’ of Indonesia.
• In charge for Mileage Communications (Indonesia)-- a Marketing Communications consultant and PR
Agency-- as a subsidiary of MarkPlus&Co.
FENTY BERLIANA
(cont’d)

Projects Involvement

• Jogja, Never Ending Asia • Superbrands Indonesia • JW Marriott Asia


• SriLankan Airlines • Yamaha • KPPU (Komisi Pengawas Persaingan Usaha)
• Bank Artha Graha • Da Vinci Indonesia • TELKOM Indonesia
• Lippo Bank • Bank Internasional Indonesia • PT. Dharmala Intiland Tbk.

Education
Social Degree in Communications, Padjajaran University
Geschwister Scholl Gymnasium, Velbert, Germany
IMELDA GRACIA SOEDHARMO
Consultant

„ Summary of experience.
Imelda is an experienced IT and automotive marketing consultant with consulting experience for
Computer, Printer, IT Component and Automotive companies. Responsible to the company’s
communications and Public Relations activities include media relations, corporate communications,
internal and external relations, and MarkPlus&Co communities projects. Imelda G. Soedharmo has
involved in some Communications/ PR consultancy projects for clients in some industries, such as
banking, furniture, automotive and IT.

„ Areas of expertise
• Product and Pricing Practice
• IT marketing research
• IT marketing management
• IT distribution system design
• IT promotion
• Automotive customer insight research
• Automotive channel management
• Automotive new market development

„ Education
• Bachelor of Science in Industrial Engineering, Trisakti University, Jakarta
IMELDA GRACIA SOEDHARMO
(cont’d)

„ Selected consulting experience


• Developed integrated marketing plan for large Computer Hardware manufacturer
• Developed distribution strategy for Printer manufacturer
• Advised several IT Component companies regarding their promotional strategy
• Developed new market penetration, marketing communication strategy and channel management for large
automotive manufacturer
SYAHRISA SYAHRUL
PR Analyst

Summary of experiences
Syahrisa Syahrul is the member of Mileage Communication (Indonesia), as a subsidiary of MarkPlus&Co.
Responsible to the company’s communications and Public Relations activities include media relations,
corporate communications, internal and external relations, and MarkPlus&Co communities projects.

Areas of expertise
• Marketing Communications
• Media Relations
• Event Management

Selected Experience
• Supporting the business of Mileage Communications (Indonesia), Marketing Communications consultant
and PR Agency, as a subsidiary of MarkPlus&Co.
• Supporting in marketing communications consulting projects for some clients.
• PR consultancy project: Da Vinci (Public Relations), PT. TELKOM Tbk. (Launching), Bank Internasional
Indonesia (National Conference), Superbrands Indonesia, Celebrities for Kids @ National Mother’s Day
(MarkPlus&Co & UNICEF).

Education
Social Degree, Major : Communication, Padjadjaran University.
NOVIA SUKMAWATY
PR Analyst

Summary of experiences
Novia Sukmawaty is the member of Mileage Communication (Indonesia), as a subsidiary of MarkPlus&Co.
Responsible to the company’s communications and Public Relations activities include media relations,
corporate communications, internal and external relations, and MarkPlus&Co communities projects.

Areas of expertise
• Marketing Strategic Communications
• Media Relations
• Event Management

Selected Experience
• Supporting the business of Mileage Communications (Indonesia), Marketing Strategic Communications
consultant and PR Agency, as a subsidiary of MarkPlus&Co.
• Supporting in marketing communications consulting projects for some clients.
• PR consultancy project: Da Vinci (Public Relations).

Education
Master Degree, Major : International Business, Monash University- Melbourne, Australia
Bachelor of Business Administration (honors), Major : Management, Trisakti University
International Business, Edith Cowan University, Perth
FRANCISCA PRANDAYANI
Business Executive

Summary of experiences
Francisca Prandayani is the member of Mileage Communication (Indonesia) and Brand Credence, as a
subsidiary of MarkPlus&Co . She is responsible in handling both company’s clients and customers relationship
management in both company’s.

Areas of expertise
•Customer Relationship Management.
•Handling all communication activities with all clients of Mileage Communications (Indonesia)
and Brand Credence.

Selected Experience
• Supporting the business of Mileage Communications (Indonesia) and Brand Credence by finding the
client’s need’s of the communication and branding consultancy services provided by Mileage
Communications (Indonesia) and Brand Credence.
• Supporting in marketing communications consulting projects for some clients.

Education
Bachelor of Economics, Major : Marketing Management, Atma Jaya University, Jakarta
MILEAGE COMMUNICATIONS
(INDONESIA)

Wisma Dharmala Sa kti, 19th Floor


Jl. Jend. Sudirman Kav. 32
Jakarta, Indonesia
Phone: +62-21-570 9721
Fax: +62-21-570 9712