Post by Menarini Asia-Pacific

We are proud to share that our Menarini Indonesia team’s Transpulmin success story has been featured as a case study in Philip Kotler’s new book, Essentials of Modern Marketing - Indonesia Edition! Developed alongside Prof. Amalia E. Maulana, Ph.D. Professor of Marketing, BINUS University Indonesia, the study explores how Transpulmin reversed a legacy brand decline into a massive growth. By pivoting to agile, data-driven strategies, authentic user-generated content (UGC), and doctor-influencer collaborations, the team successfully won over Gen Z mothers and swept top industry honors like the Brand Choice, Brand Champion, and EPIC Awards. Beyond commercial success, we are honored that our journey now serves as a learning resource supporting marketing education and inspiring future students, while reflecting Menarini Indonesia’s dedication to continuous innovation. #MenariniAPAC #MenariniIndonesia #MarketingExcellence #PhilipKotler #Transpulmin #BrandStrategy #ConsumerCentric