the name BRIvolution to maintain relevance company with ever-changing changes. In 2023, BRI used BRIvolution 2.0 (Company Long Term Plan 2021 - 2025) with the company’s vision to become “The Most Valuable Banking Group in Southeast Asia and Champions of Financial Inclusion” in 2025. BRI carried the theme Strengthen Retail Banking Capabilities in 2023. In 2023 was the expansion stage of the 3 (three) BRI transformation phases, namely: 1. Strengthening main business (2021-2023) 2. Increasing the scale and scope of BRI Group’s business (2024) 3. Maintaining top tier status in Southeast Asia (2025) Marketing Aspect Marketing Strategy In order to increase BRI’s business in terms of income, savings, and loans, support for integrated marketing activities between BRI products, services, and services is needed (integrated marketing communication). The integrated marketing strategy aims not only to increase sales of products, services and programs owned by BRI, but is also needed to increase awareness and consideration, consideration, knowledge and engagement with existing customers (increasing loyalty) and prospective customers (increasing awareness, consideration and purchase intention) according to the customer’s life journey so that BRI’s business can continue to develop and be sustainable. It is hoped that by implementing an integrated marketing communication strategy combined with the use of effective and efficient media, optimal awareness and consideration will be achieved as well as appropriate and relevant positioning for each target audience in each segment so as to increase brand value for BRI. BRI routinely carries out Brand Health Tracking (BHT) to monitor brand achievements so that in the future it can set target levels of consideration and brand image in accordance with market competitive conditions. BRI has been successfully to maintain success at several consideration levels such as the BRI Simpedes Savings brand and BRIguna Credit. Apart from that, BRI can also maintain the consideration level for the BRI Giro brand, as well as maintain the consideration position for the BRI BritAma and BRImo Savings brands. In the future, BRI will add conversations on social media and blogs in the top 3 (three) rankings for KPI brands. In order to reach a wider market, carry out financial literacy and maintain engagement with customers packaged in an attractive way, here are several of BRI’s superior programs in 2023, including: 1. Pesta Rakyat Simpedes (PRS) 2023 Pesta Rakyat Simpedes (PRS) or Simpedes Folk Festival is an annual event presented by BRI Simpedes Savings and also makes the Pesta Rakyat Simpedes a campaign activity for BRI Simpedes Savings and empowers MSME customers with attractive and educational packaging. Pesta Rakyat Simpedes in 2023 was packaged with a hybrid method (offline and online streaming), with the theme “Confident in Seizing Opportunities”, which together with BRI Simpedes Savings is here to encourage MSMEs to be more confident in taking advantage of all new business opportunities to become winners in the future. The Simpedes Folk Party carries 6 pillars, namely: 1. Market: It is an MSME Bazaar that provides MSMEs with opportunities to develop their business, as well as improve the transaction ecosystem in the Micro business segment. 2. Stage: This is entertainment and educational content in the PRS event which is packaged in a music and knowledge stage with an edutainment concept. PT Bank Rakyat Indonesia (Persero) Tbk. 2023 Annual Report 201 Management Discussion and Analysis on Bank Performance
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