Daniel Supit

Client: Pasarnow (formerly Jamanow)
Industry: E-commerce → E-Grocery
Role: Marketing Communication & Campaign Manager

Background
Pasarnow is an Indonesian e-commerce platform dedicated to offering a wide range of daily essentials, including fresh groceries, household products, and ready-to-eat meals. Initially branded as Jamanow, the company underwent a rebranding to Pasarnow to better align with its core mission of providing convenient online access to essential items. The rebranding aimed to strengthen Pasarnow’s position in the competitive Indonesian e-commerce market, particularly in the growing online grocery shopping space.

Objectives

• Drive user acquisition and increase sales for Pasarnow’s online platform.
• Create and manage monthly marketing campaigns to boost brand awareness and engage potential customers.
• Position Pasarnow as a reliable and convenient platform for essential, fresh groceries and household goods in Indonesia.

Responsibilities & Approach

• Marketing Strategy Development: Led the creation of comprehensive marketing strategies to increase user base and sales. Focused on identifying target demographics, crafting messaging that resonated with local consumers, and optimizing marketing channels for maximum reach and conversion.
• Campaign Management: Developed and executed monthly marketing campaigns to promote key products, sales, and seasonal promotions. These campaigns were strategically designed to drive traffic to the platform, engage users, and encourage repeat purchases.
• Brand Repositioning: Played a key role in communicating the brand’s rebranding from Jamanow to Pasarnow. Crafted messaging that emphasized the company’s new identity and its focus on fresh groceries and daily essentials, strengthening its market position.
• Digital & Social Media Marketing: Leveraged digital marketing channels such as social media, email campaigns, and online ads to create targeted campaigns. Focused on building a community of engaged users who trusted Pasarnow for their essential grocery needs.

Challenges

• Rebranding Effort: The transition from Jamanow to Pasarnow required significant effort to maintain brand continuity while establishing a new identity. Ensuring that the rebranding resonated with existing customers while attracting new ones was a delicate balance.
• E-commerce Competition: The Indonesian e-commerce market was highly competitive, with numerous platforms offering similar products. Developing unique selling points and creating campaigns that set Pasarnow apart in the crowded online grocery space was a key challenge.
• Customer Education: Since online grocery shopping was still relatively new for many consumers, a part of the strategy involved educating customers on the convenience and reliability of Pasarnow, especially in delivering fresh groceries and everyday essentials.

Results

• Increased User Acquisition: Through targeted campaigns and strategic marketing, Pasarnow saw a steady increase in user sign-ups and platform usage, expanding its customer base in a competitive market.
• Higher Sales Conversion: Monthly campaigns led to a measurable increase in sales, especially during key promotional periods. The focus on fresh groceries and household essentials resonated with a wide demographic, encouraging repeat purchases.
• Stronger Brand Identity: The rebranding campaign was successful in establishing Pasarnow as a trustworthy platform for online grocery shopping, helping the company gain recognition and loyalty from a growing segment of Indonesian consumers.
• Effective Digital Presence: By optimizing digital channels, Pasarnow’s presence grew across social media and other online platforms, attracting more customers and generating buzz around promotions.

Conclusion
During my time at Pasarnow, I successfully managed and executed marketing strategies that helped reposition the brand and drive significant growth in user acquisition and sales. The rebranding effort from Jamanow to Pasarnow was integral to its market positioning, and the monthly campaigns I developed played a key role in building brand recognition and customer loyalty. My experience at Pasarnow solidified my expertise in e-commerce marketing, campaign management, and brand development in a competitive online space.