In this era of globalization, the expansion of local brands onto the global stage is an increasingly common phenomenon. Momogi, as one of the brands under the umbrella of PT Sari Murni Abadi, with courage and a mature strategy, stepped onto the export market in 2023, following more than two decades of its presence accompanying the Indonesian people.
“This is the right time for us to venture into the international market, with Cambodia as the first country we targeted,” said Ina Tuti Marlina, Head of International Business Development Sari Murni Group, at the ASEAN Marketing Summit on Wednesday (06/12/2023).
Initially, Momogi’s ambition was only to grow in the Indonesian market. However, the company’s focus shifted, opening up the opportunity for Momogi’s expansion into the export market.
Although Momogi has been a part of Indonesian life since 2003, the main challenge was starting from scratch in the international market. Ina highlighted the importance of adjusting packaging and taglines as a strategy to attract the attention of foreign markets.
Momogi won the Silver Winner award in the F&B category at the 2024 Indonesia Branded Award (Photo: Marketeers/Nugraha Satia)
“We remain committed to using our Indonesian-language tagline to target foreign markets. Through this, we want to convey that our tagline, ‘Pasti Mow Mow Lagi!’ (Definitely Mow Mow Again!), is already well-known in Indonesia, while also highlighting the product’s benefits,” Ina added.
To adapt to the international market, Ina acknowledges the importance of understanding global market differences. Every country has unique characteristics, from registration requirements to consumer preferences. Momogi’s global marketing strategy is based on this deep understanding, with every step tailored to the demands of the local market.
“We strive to maintain Momogi’s local identity, such as the logo and tagline in the native language. However, the packaging for our export products will be different from the product we market in Indonesia,” said Ina. This demonstrates Momogi’s commitment to remaining authentic yet also flexible in facing the dynamics of the global market.
Momogi’s export success in the global market is proof from the company that a local brand is capable of shining on the global stage with deep market understanding and the right strategy. With a focus on understanding the global market, the brand is ready to continue its journey to win the hearts of international consumers.
