Have you heard Pertamina's commercial advertisement in television or billboards? Now Pertamina has a new tagline, "Pertamina Pasti Pas!" That's right. In English, 'pas' should be translated as fit, exact, suitable. There's also explanation about 'pas' following the tagline. Pas kualitasnya, pas takarannya, pas pelayanannya or exact quality, exact measurement, exact service.
Pertamina is changing. It changed the logo, that is more like 'pop' style since December 2005 on its 48th anniversary. At that moment it spent around US$ 225 million to change the logo for 30 applications. New logo was needed to change public image of Pertamina following new regulation that limited Pertamina's status as merely a player in oil and gas industry. Previously, the Law No. 8/1971 stated that Pertamina was both regulator and player. We understand that Pertamina must be changed to be a better company. As represantion of state, Pertamina realized that currently it was way over passed by its Malaysian companion, Petronas, that about more than three decades ago started by learning to Pertamina. Many things happened along the way since 1960s until the oil price booming in 1970s. In the website, it is said that Pertamina had to share the income to help developing other strategic industries such as steel, fertilizer, hospitality and airlines. It is about US$ 400 billion of Pertamina's income sent to the state treasury to finance such strategic industries. But whatever happens, Pertamina must run faster before it got left further behind. And Pertamina is doing it now. I have strange feeling about that new tagline. Why do they use 'pas' word. It is OK if they want to change the old Pertamina image that almost in every fuel station the measurement of fuel was never exactly as what consumers paid. Mostly Pertamina's fuel stations (which Pertamina was the only player) was cheating the measurement. But 'pas' word is not suitable for other tags. Why 'exact' for the quality and service. Every business, in my opinion, should give more for their quality and service to attract and retain customers. Never limit quality and service. It will add value to business. I have better idea : Pertamina, Innovate The Future. Pertamina, don't hesitate to contact me for this tagline :-).
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