Since its establishment in
Singapore in 2000 AS Louken has enjoyed rapid growth and the consultancy
company established by Luke Lim, has been named among the “Top 10 Brand
Consultancy of the Year” and “Local Hero Finalist” for 2011 by Singapore’s
Marketing Magazine in addition to a number of other awards.
AS Louken has proved its success in launching a number of Singaporean brands that have gone global, such as Bread Talk, Charles & Keith, The Soup Spoon and so on. These brands are not only winners in the local market, but are also successful international brands as they have penetrated other markets like Indonesia, China, Malaysia, Vietnam and several other countries.
AS Louken positions itself as a brand growth partner, providing consultancy not only for brands, but other types of consultancy as well, such as franchising and a structured and systematic company operation. AS Louken also helps its clients for business to consumers (B2C) or business to business (B2B).
Of course AS Louken has to determine the strength of the brand, its challenges and then help clients’ local brand to penetrate the international market. Danny said that the collaboration would invigorate small and medium enterprises in Indonesia, although they may also serve major corporations as their clients. “We want to do something for Indonesia. One of which is to introduce foreign investors to local Indonesian brands or the other way round,” explained Danny.
Danny said AS Louken has a huge potential to grow in Indonesia as there are many Indonesian brands that have the potential to penetrate the international market. It is not only about existing brands, but also new brands that are handled properly. “Our products have specific characteristics that are acknowledged worldwide, so the potential of going global is quite big,” said Danny, the CEO of AS Louken Indonesia.
Apart from helping local brands to become global ones AS Louken Indonesia also offers investment opportunities to local investors for Singapore’s brands in the Indonesian market. “There are many Singapore’s brands that can be brought here, but a smart selection and strategy is needed,” said Danny, a graduate of Trisakti University, Jakarta.
According to Danny the two types of services made available by the company have positive potential for rapid growth in Indonesia. Besides the potential for Indonesian brands going global there are many investors here seeking foreign brands to be launched in Indonesia. “The second type of service is far more ready, that’s why in December we will hold an event that can introduce investors to brand owners,” said Danny.
Danny said that currently there are between 15 and 20 Singapore brands intending to be launched in Indonesia that are still waiting for the right partners. Danny is optimistic that AS Louken can enjoy positive growth in Indonesia, not only because the market needs its services, but because AS Louken Indonesia has a strong method and team. “Our approach is different from other players and on top of that we also have a highly experienced team in branding and franchising,” he said.
Danny himself is an executive with extensive experience. For more than 20 years he has been involved in deciding important managerial steps in a number of companies both for planning new businesses as well as managing established companies. Danny still holds the position of Chief Operation Officer at a consultancy company, Andrew Tani & Co., and CEO at some affiliate companies of Andrew Tani & Co.
His managerial skill is fully supported by a strong entrepreneurship spirit. Danny was also a businessman before he joined Andrew Tani & Co. Even before completing its first month AS Louken Indonesia succeeded in acquiring its first client, Colombia Cash & Credit. “Before the end of the year our target is between three and five clients,” said Danny.
The father of two said that in managing a brand a clear cut concept is required for the short and long term and the concept must be combined with the right management basics. “Marketing and management are quite inseparable,” he said. And equally important, he said, is the leadership of the company. “All these elements are combined into one total concept that has been proven successful in many companies,” added Danny.
Together with AS Louken Indonesia Danny hopes more Indonesian brands will take a leading role globally. (T. Hidayat)
The Jakarta Post, December 10, 2011
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