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marketing strategies. For us, the need to
develop is obvious. We have good products
that we have been supplying to all of the
40,000 shops, and we’re competing by
launching up to three new products a year.”
Supplying product for both DIY
handymen and professional tradespeople, Avia
Avian currently manufactures a broad range
of paints, stains, adhesives and sealants that
have won the company numerous accolades.
It has won the Superbrand Award for the past
three years, which is an international award
for Indonesia’s consumer choice brands. It has
also been awarded a Top Brand Award for the
past 12 years, a remarkable achievement and
one that the company is extremely proud of.
Added to that are several readers’ choice
awards, quality awards, and even an award for
its use of social media in promoting its wood
and iron paint products.
Wijono says that the company has fully
embraced new technologies not just for
marketing, but for management purposes too.
“On the sales and marketing side, what
makes us unique as a paint company inRECOGNISED FOR QUALITY
Avia Avian is focused on meeting
customer expectations on quality,
sustainability, and health and safety.As a result, It has successfully earned
three ISO certifications:ISO 9001:2008 for quality
management
ISO 14001:2004 for environmental
management
OHSAS 18001:2007 for occupational
health and safety managementIndonesia is that we have equipped all
1,800 of our salespeople with salesforce
automation. Every one of our salespeople is
equipped with tablets so that we can monitor
them with a GPS-based check-in and
check-out system.
“Unfortunately, in a developing country
like Indonesia, the level of discipline can be
quite low, so when salespeople are supposed
to be visiting stores, they don’t always do it.
The tablet has given us a way to make sure
that all our retail shops are visited by our
salespeople. With the tracker, you have to
be within a certain distance from the shop
in order to do your check-in. Only then
will the system accept that you’re actually
at the shop.
“We implement a similar system for our
drivers. So if they are making unauthorised
stops that do not belong in their delivery
schedule for the day, the system will flag an
alert, and they will get a warning. We have
taken these all these measures in order to
have full control over a lot of things. That
is crucial to our success. Obviously, with all
these things in place, one of the most
important aspects is having an enterprise
resource planning [ERP] system. All 68 of
our distribution centres are connected by
Microsoft’s Dynamics NAV system online,
so we can basically monitor everything, every
day, from the head office.”
Wijono explains that the ERP system
improves the monitoring of goods at each
branch office and the timeliness of
distribution, and reduces response time for
customer handling. Really, its main goal is to
support the ability of every branch office to
order online, and improve delivery time and
overall customer satisfaction, all of which are
crucial to the success of the company.
The company’s embrace of technology
extends to its customer service, through a
free app that customers can download from
iTunes or Google Play. Called Avian Brands,
the app is designed to make shopping for
products a much simpler and more efficient
process. “The app allows end users to find
their nearest shop by enabling location
services, and they can then search for
whichever paint product that they are