Marketing Consumer Electronics Brands In Southeast Asia (Part 1)

In this episode of The Negotiation, we speak with Ricky Samuel, E-Commerce Lead at Mindshare, a global media agency, where he helps clients in understanding their e-commerce-related challenges to drive success.

For those who don’t know, Mindshare was the first purpose-built company created by WPP and today has a head count of over 10,000 that operate in 116 offices in 86 countries around the world. To put it bluntly, having Ricky on the show is kind of a big deal.

In Part 1 we discuss Ricky’s track record of success starting with his time at Bose and omnichannel sales in Southeast Asia in the early 2010s; we talk about his time at ASUS and just how much control Microsoft had over their local marketing strategy and pricing. We also discuss localized messaging and marketing for Indonesian consumers and driving preferential product placement on search platforms.

We end part 1 by talking about how customer feedback impacted the product roadmap for Indonesia during his time at Hewlett Packard.

Topics Discussed and Key Points:

• How Bose approached omnichannel sales in Southeast Asia in the early 2010s
• Bose’s commitment to consistency across resellers
• How much control Microsoft had over ASUS’s local marketing strategy and pricing
• Localizing messaging and marketing for Indonesian consumers
• Driving preferential product placement on search platforms
• How customer feedback impacts HP’s product roadmap in Indonesia