Finding Market Fit: Marketing Leaders in Tech Building the Gojek brand to compete with Grab in Indonesia | Piotr Jakubowski (Nafas, GoJek)
Piotr is the co-founder of Nafas, Indonesia's largest integrated air quality platform. Before Nafas, Piotr was the CMO of Gojek, Indonesia's first super-app which combines payment, transportation, logistics, food delivery and multiple other services under one roof. At Gojek, Piotr was responsible for building the brand into one of the most loved & well-known in Indonesia through marketing, performance and brand campaigns.
We discuss:
- The development of super apps in Southeast Asia
- Gojek vs Grab and the David and Goliath story
- Leaning into the Indonesian culture to drive brand affinity
- The elements that worked in competing with an incumbent or a larger competitor
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Where to find Piotr
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Fast Company Article on Gojek and Grab
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Where to find Patrick
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(2:22) Understanding the context of Jakarta and the genesis of Gojek
(13:02) The offerings of Gojek and Grab in the market
(15:55) Grab's larger initial valuation (10X of Gojek) and what drove it
(17:23) Gojek leaning into Indonesia culture to compete
(19:44) Competition heating up and figuring out how to scale faster
(22:41) Amplifying the Gojek community and the capabilities it allows
(27:47) Impacting product-market fit and amplifying the brand
(30:12) Focusing on the Indonesian market and building habitual behavior
(34:20) Understanding the metrics and measuring effectiveness
(36:39) How to approach market expansion and appreciating cultural nuance
(40:45) Where to find Piotr!