Wilmar Internship Reflection

Andrea Thia

Agenda

Introduction

Accomplishements (Projects 1 – 5)

Further Reflection

Other Initiatives

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II

IV

III

V

Conclusion

Self-Introduction

About me

Hometown: San Jose, California

Background: Korean & Chinese Indonesian

Birthday: April 8, 2004

Fun Facts

I played varsity golf all four years of high school

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I can speak Korean, Mandarin, English fluently. (still learning Bahasa and Hokkien)

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I have traveled to 34 countries.

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School: Cornell University (Dyson Business School) rising sophomore (‘26)

Major: Applied Economics & Management (finance)

Minor: Computer Science

Project 1:

To observe consumer behavior during in-store Olivoila sampling

Objective

1. developed recipes for airfryer: tofu, potato wedges, brocolli
2. conducted in office sampling (collected feedback through a survey)
3. Observed in-store sampling and first-hand interactions with customers

My Contributions

office sampling

Food does not stay crispy and lacks seasoning, so we must develop newer, tastier, healthier recipes. Location of sampling booth is also important and should be changed before the next event. Overall, in store sampling was effective (number of bottles sold increased by 100% from the first sampling event this year)

Takeaway

Project 2: Fortune Community Event

Create a community of customers and reinforce brand loyalty.

Objective

Coordinated an arisan pampering event for mothers to promote Fortune’s “Ibu Cermat” brand.

Accomplishments

We originally wanted to host an event for mothers and their children but decided to focus solely on pampering mothers on this special day.

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This pivot required finding new venues, working with the agency, and crafting a new timeline.

venue visiting & menu tasting

Project 3: Tiktok Live Strategy

Work with an agency to better understand marketing strategies through TikTok Lives

Objective

1. Helped select a different agency to work with (AnyMind)
2. Conducted personal research
3. Met with the new agency to come up with new strategies (ongoing)

My Contributions

Marketing through social media, especially through TT lives, is extremely different in Indonesia in comparison to the United States. There is a much more intense culture of live streaming here, especially for ecommerce purposes.

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What is also extremely unique about Wilmar’s marketing is that brands such as Fortune and Sania do not struggle with brand awareness. Since these products are household necessities and staples, the importance lies within creating a community and enforcing consumer trust.

Takeaway

Project 4: Soya Oil Research

Research soybean oil and innovate new marketing strategies and campaigns.

Objective

1. Helped select a different agency to work with (AnyMind)
2. Conducted personal research
3. Met with the new agency to come up with new strategies (ongoing)

My Research Findings

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Campaign Ideas

Goals

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⇧ product knowledge

⇧ brand awareness

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1. Grow volume
2. Increasing Share in Local MT
3. Reach New Channels (Ecommerce)

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Project 5: Coconut Oil Preliminary Product Testing

Recipe test the new coconut oil product (double refined (RR), tripled refined (RRR)) against competitors. Wilmar’s oil should have no significant difference.

Objective

Procedure

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1. Pour the oil into a frying pan
2. Heat the oil then fry
3. Remove food when fully cooked
4. Take 100 gr of oil samples
5. Repeat using same oil 10x

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• Panelists sense the difference in taste between brands (all ingredients).

• Panelists prefer Crackers and French Fries cooked with Benchmark (Might be because the ingredient was bland and Benchmark’s oil contributed some coconut flavor).

• For Braised Chicken, the Panelists prefer frying with Wilmar’s product.

• Observations:

• When heated, Kara has the strongest coconut odor.
• Wilmar A turns dark faster, might be because the oil is defected due to triple refine.

Conclusion

What else I did

visited factory in Kuala Tanjung

Golfing with suppliers in Bogor

visited R&D lab in Medan

Conclusion: Improvements and Takeaways

Further Reflection

I have met such incredible people, heard one inspiring story after another, and witnessed the work people do here effect tangible change. Over these past few weeks, I have grown to love the culture both inside and outside of the office.

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If I could use one word to describe Indonesia, it would be “colorful.” I am not quite referring to the patchwork-like neighborhoods in Medan’s countryside or the nightlights at PIK but rather its people—the array of diversity in food, religion, and backgrounds. Despite such intrinsic differences, people here treat each other with kindness and respect.

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That is the true beauty of Indonesia—its culture of comradery and human connection.

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While I have developed ample hard skills through this internship, I hope to translate my appreciation for the authentic human relationships here to my everyday life back in the United States. I aspire to respect, love, and triumph like those in Indonesia, a place I am proud to refer to as my people.

Terima Kasih

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Feel free to reach me at ajt259@cornell.edu with any questions

Appendix 1: Olivoila Store Sampling Data Collection

Appendix 2: Soybean Oil Findings

growing usage in the bakery sector

Appendix 3: Coconut oil clarity testing