Briefing for Go Modern MSEs, Pertamina Emphasizes the Importance of Market Segmentation to Become Upgraded MSEs

Jakarta, July 26, 2021 - PT Pertamina (Persero), through the MSE Funding Program, supports the growth of MSEs to upgrade in Indonesia. Through the Pertamina UMK Academy 2021 event, the company provides several coaching and tips to become upgraded MSEs. Among them is providing marketing strategies for Go Modern class participants.

Acting Senior Vice President of Corporate Communications & Investor Relations of Pertamina, Fajriyah Usman, said Pertamina provides equitable guidance for UMK Academy 2021 participants from each class. The material presented in each session has been adjusted to the abilities and capabilities of the fostered partners.

"For the participants from the Go Modern class, the material that is suitable to be given is the process of preparing marketing strategies. It starts from segmenting, targeting, and positioning. If MSEs can master this strategy, it will be easy for their business to develop and become upgraded MSEs," she said.

In his presentation, the material presented by the exclusive facilitator from the MarkPlus Institute, Edo Rinaldo, focuses on the segmentation process because that stage is considered quite heavy and crucial. "When segmenting, MSEs must be smart in determining which consumers are suitable for their products or services," he added.

After that, MSEs can then determine targeted consumers. The last step is positioning to build consumer trust and credibility. "So that consumers continue to resonate with consumer products when they see the logo or slogan that has been made," he said.

Darnisma, one of the briefing participants, felt the information was helpful. The owner of the musk oil business in Padang admitted that it was difficult to start branding for her business. "With these materials, I am more enlightened and know what to do after this. Thank you also to Pertamina for facilitating it," she said.

In addition, Maulinda Husni said the same thing. Linda Embroidery, based in Payakumbuh, seeks to promote Payakumbuh's unique embroidery not only domestically but also internationally. "Because in Payakumbuh, there are many who make kebayas to sell to Malaysia, Singapore, and I want to follow that trail for my business," she said.

According to Fajriyah, through the MSE Funding Program, Pertamina wants to provide energy that can move the economy--energy that fuels and energy that produce sustainable growth.

Pertamina also supports SDGs (Sustainable Development Goals) achievements through implementing ESG (Environmental, Social, and Governance)-based programs in all of its operational areas. It is part of the environmental and social responsibility to realize economic benefits in the community.**