Hotel  Indonesia  Kempinski is  one of  Kempinski’s growing  collection  of distinguished properties around the world.It has  introduced  Indonesia with  its European fair, providing its guests witha lifestyle that is incomparable to other luxury hotels. It does not only serveguests with a hotel bed and a meal, “at Kempinski it’s all about bringing a story to life.”

Rosmalia Hardman,  Director  of Sales and Marketing at Hotel Indonesia Kempinski Jakarta,  is now leading  this 5-star hotel  into an era in which the hospitality industryhas to adapt  itself  to the  techno-driven  and digital world. The  Jakarta CMO Club was  fortunate enough  to have  Rosmalia  Hardman host the  22nd  Jakarta CMO  Power  Dinner at  the Paulaner Bräuhaus, whereguests were able to enjoy authentic Germanic cuisine, including theirhouse-brewed beer.

After  the  guests enjoyed  their  Bavarian cuisine,  Rosmalia initiated  the  event with a  short  welcoming speech,  explaining  a little bit  to  the guests  of what  the Paulaner Bräuhaus  is  all about.  She  emphasized that even  though  the Paulaner Bräuhaus  brewed its ownbeer,  it is meant  to be and has beenpromoted  as  a family  restaurant  and not  a beer  house. She  also  stated that  there  have been challenges in marketing therestaurant, but  it has been a successstory since  the day it opened.

The mic was  then passed  to Hermawan Kartajaya, one of the founders of the Jakarta CMO Club, who then gave a short presentation regarding theMarketing 3.0 Museum in Ubud and the actual Marketing 3.0 concept. Hermawanbegan the presentation with a nostalgic picture of Philip Kotler and himself in1998  at the World Marketing Conference in  Moscow.  At that  time,  Hermawan was still  President  of the  Asia  Pacifc Marketing Federation. That  year is  the  year where Asiais  experiencing  an economic  crisis,  and because of this crisis, Hermawan wasinvited to  share  about his  experience  in  Indonesia.

“Everyone  in Moscow wanted to  know what was  happening in  Indonesia,” Hermawan stated. He also shared his story ofhow he was lucky enough to have had a conversation with Philip Kotler. “At thattime in Moscow,no one spoke  English. Usually,  Philip Kotler would be surrounded by many people who want to speak with him,share knowledge, or even to  get  his signature.  I  was lucky  because the  conference committee  allowed me  to accompany Philip Kotler,” he added. Hermawan Kartajaya has  co-authored many books with Philip Kotlersince 2000. His latest book with Philip Kotler and Iwan Setiawan, Marketing  3.0,  was launched at  The  Kellogg  School  of Management, Northwestern University.  This  book is written  in  English and  will  be translated into  17 non-English  languages, including German,  Korean,  Indonesian, Japanese, Danish, Dutch, etc.He then  continued  with a  short summary  of how  Marketing  3.0 evolved from  a  focus on  product,  to customer to  fnally,  human spirit.  Products  from China were  considered as Marketing  1.0, orproduc-centric, because  it only  focuses on the quality of the product and howthe product can satisfy  the basic needsof  the human  being. Starbucks  was  mentioned by Hermawan  because  of its  Marketing 2.0 approach, orcustomer-centric. We can all admit that Starbucks does not have the best coffeein the world, but it has defnitely changed the way we enjoy coffee. It has hada great impact on the public’s lifestyle and has made  it the  third  best place  to  enjoy your coffee, the frst and second beingthe house  and  the offce, where  there  are  noguarantee that you will be in a good mood.

He  then  further explains  that  we  arenow  moving  forward to  an  even higher
level  of marketing,  where marketers  will now have to consider  the humanspirit.  It is no longer enough to have a mere product with  high  quality. “This  is  why it  was  so hard to fnd examples of Marketing 3.0 for this book, but weare able to fnd 30 cases,”
Hermawan  stated.  Marketing 3.0  is  not an approach of how a  company is able  to
create  great  profts, but  it  is about  being honest and ethical.