Branding business case: Converting Indonesia’s export potential into reality

November 24, 2018

In this article we will give you insight into the process of creating a promotion and branding strategy in the framework of UNIDO’s SMART-Fish programme. The goal of the programme was to unlock this potential and support sustainable growth of the Indonesian seafood and seaweed industry.


What is SMART-Fish Indonesia?

How Globally Cool makes a difference

1. The awareness phase
2. The co-creation phase and
3. The brand activation phase



Indonesia is a fascinating country in many ways. As an archipelago, it has an abundance of marine-based resources like seafood and seaweed. The fishing grounds are extremely rich in stock and diversity and the coastal areas are abundant with seaweed. It makes Indonesia amongst others one of the leading tuna suppliers of the world and a dominating player in the supply of dried seaweed that serves as a healthy natural ingredient in food and personal care products.

However, given the market developments and long-term forecasts, there is an enormous growth potential that is still untapped when it comes to sustainable tuna catch methodologies, value-added seaweed extracts, and aquaculture.

To unlock this potential and support a sustainable growth of the Indonesian seafood and seaweed industry, Globally Cool was invited by UNIDO to play a lead role in converting the enormous potential of Indonesia’s seafood and seaweed industry.

The assignment was focused on developing a promotion and branding strategy in the framework of UNIDO’s SMART-Fish programme.

The selected value chains included sustainably caught tuna, seaweed extracts like carrageenan and agar and pangasius as a high potential aquaculture species.


What is SMART-Fish Indonesia?

SMART-Fish Indonesia is a programme funded by the Swiss State Secretariat for Economic Affairs (SECO) and implemented by UNIDO, that recognizes the potential of Indonesia’s marine-based sectors and aims at strengthening selected value chains within the Indonesian fisheries export sector.

The Smart-Fish programme works in particular with the following industry associations:
AP2HI: Indonesian Association for Pole and Line and Handline Tuna
APCI: Indonesian Catfish Association
ASTRULI: Indonesian Seaweed Industry Association

Have a look at this short video for more information about SMART-Fish Indonesia’s ambitions and goals.

How Globally Cool makes a difference

In order to develop a promotion and branding strategy for the selected value chains we used a three-phase approach:
1. The awareness phase
2. The co-creation phase and
3. The brand activation phase

Awareness: A sense of location and a sense of direction

Phase 1 consisted of a 360° market analysis of the different value chains.

This entails:
– A quantitative trend analysis of global trade flows and Indonesian trade flows of the respective products
– A quantitative comparison of Indonesia’s performance vis-à-vis global competitors.
– A qualitative analysis of the perception of international buyers on the Indonesian value chains
– A strategic session with the industry stakeholders to review the market findings, formulate sector ambitions, define priority markets, and determine key values to be used for the branding concept.

Too many of the stakeholders, the market findings and strategic session were an eye-opener. As one of the tuna company owners stated:

“I’ve been in the sector for more than 30 years, but it looks like you know more about our industry than I do. This is impressive!”

Co-creation of the brand concepts

Phase 2 consisted of conceptualizing and developing the brands. This included:

– Developing the brand identity based on the key brand values
– Highlighting the unique value proposition
– The creative process of brainstorming and formulating the tagline and graphic design of the brand logos
– Strategic sessions with the stakeholders to confirm the brand identity, tagline and logo design
– Development of brand manuals
– Development of promotion strategies for each value chain
– Development of online channels and an email marketing campaign as a foundation for the promotion strategies, including content creation with infographics, multimedia animations and video’s
– Development of online suppliers databases integrated into the brand promotion websites
– Training of marketing and communication and IT staff of the associations to manage the brand expressions and the online platforms

Curious to learn more about the brand concepts and brand expressions? Visit the brand promotion websites,, and which are now the main carriers of the newly developed brands.

Brand activation

Phase 3 consists of the brand activation which is ongoing. It includes the official launching of the brands and the newly developed websites at international tradeshows. For Indonesian pangasius, the launch has taken place at the Seafex tradeshow in Dubai. The tradeshow is strategically chosen as the Middle East is the priority market for the Indonesian pangasius industry.

The seaweed industry has launched the brand at the SIAL Interfood tradeshow in Jakarta, while the Indonesian tuna brand will be launched at the Boston Seafood show in March 2019.

In the next few weeks, we will update you on the results of the branding and promotion strategies so far. To give you a hint…. The launch of the Indonesian pangasius brand in Dubai resulted in a buyers interest that exceeded expectations by more than 10 times… So stay tuned to the upcoming blogs about the impact and fun facts from our interventions in this exciting programme.

Alfons van Duijvenbode

Experience in and with emerging markets

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