English / Study / Thoughts

Says who?

In Marketing a claim is a way to establish positioning. Before one claims something, it is required to research whether the claim is solid. If not,  the claim is weak. The credibility would be questionable. But then we know the world is big and it is impossible to check the claim wordwide whether it is legitimate or not. And next question is who defines this and to which standards?

I found this description about claim at grammar.about.com. There are three sorts of claims:

  • Claims of fact assert that something is true or not true.
  • Claims of value assert that something is good or bad, more or less desirable.
  • Claims of policy assert that one course of action is superior to another.

Two days ago Jamie Oliver’s food photographer, David Loftus shared this pic on Instagram @davidloftus.

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What intrigued me was not the beautiful pic but Janet de Neefe’s comment that she stated she made the best Gado-gado. FYI Janet de Neefe is the Australian owner/founder of Casa Luna in Bali. She began with Casa Luna Bakery Cafe Restaurant in Ubud in the early 90es. This has become an institution there due to many mentions in travel guide books and even the New York Times! After this overwhelming success De Neefe expanded her business with Honeymoon Guesthouse, Indus Indian Restaurant, Cooking School, Emporium and Bar Luna. All of these establishments are located in Ubud and surroundings. Google CasaLunaBali for more information of you are interested.

What does Janes de Neefe have to do with this post? It is because her claim she made the best Gado-gado (that is Indonesian salad with peanut sauce dressing in the picture). She has the guts to claim this. She is a business woman and has the right to do so. However, is it true? Is her claim valid?

I can’t help but wonder although the taste of her food at Casa Luna is good, it isn’t excellent. Before you think I rant about Casa Luna and co, I stayed a couple of times in Honeymoon Guesthouse, followed the cooking lesson there and I eat and drink frequently at Casa Luna whenever we are in Ubud, my husband and daughter love it there.

Although De Neefe’s food may have received good reviews from well-known food journalists world-wide, as an Indonesian I still think De Neefe’s claim is a daring one. Am I being chauvinistic here because she is Australian who claims to make the best Indonesian dish?

I don’t know. What I do know is there are many more Gado-gado which tastes better than hers. These are my favourites; Gado-gado Boplo in Jakarta and Gado-gado in Depok nearby my campus. So her claim intrigues me more because it is about taste. Back to one description about claim above

Claims of fact assert that something is true or not true.

True or not true is relative here. It depends on so many factors and elements. Perhaps De Neefe’s friends and other people in her surroundings find her Gado-gado is the best. Perhaps her guests think the same way. But is this representative if most of them are foreigners? Who defines what the truly taste is of Gado-gado? Indonesians or to narrow it more specifically, Jakartans where the dish originally comes from?

This long post offers an example of it in food because I am a self proclaimed foodie. This is applicable to anything else though. In my work when I develop a campaign and attach it with a claim of the product for positioning, I need to verify it first. When the claim doesn’t match with the fact or how the majority of the customers experience it, then something is not right. Then it is back from the start and a waste of time.

This is what I learned marketing wise. Claim is daring and risky unless supported by valid data and fact. But then who define it? Data, fact and feel are relative and personal.

So whenever I see somebody’s email address such as prettyshawn@mail.com and the likes, without being sour I ask myself, Says who?

Source:
Picture is courtesy of David Loftus

40 thoughts on “Says who?

  1. Aku sering perhatiin iklan di TV, yang nulis produk endebre endebla no 1 di dunia. Terus tulisannya dipakein bintang, eh keterangan lebih lanjutnya ditulis pake huruf keciiiil bgt. Bikin bingung, terbaik dalam hal apa? Ya namanya marketing ya Mbak…apa-apa juga dibilang nomor 1.

  2. I’d say it’s just her opinion or belief, and a valid one. Maybe her premises were like, I’ve never tasted other people’s Gado-Gado, therefore I’ve never tasted Gado-Gado that is better than mine.
    Valid, just not necessarily true to other people.

    • It might be her own opinion and belief but she owns a business. Presenting such claim supports her business’s positioning. I see this through Marketeer’s eye.

      De Neefe’s claim is only an example which triggered me to write this post about claim.

  3. I believe she could prepare good gado-gado. However claiming it as the best might be too much.

    Speaking about gado-gado, I prefer gado-gado Malang, the one inside Pasar Oro-oro Dowo or the one in Pizza Hut intersection. Oh how I miss my hometown!!

    • Exactly! It is because she owns a business in a food sector which triggered me to write this post. By presenting the claim she indirectly positions her business.

      Oh I always miss my hometown too when it comes to food.

  4. mba YO, ini komen OOT, aku juga pernah nginep di honeymoon itu dan makan2 direstonya. Enak sih ya tapi waktu itu gak nyobain gado2nya🙂 seharusnya nyobain ya, supaya tau persis enaknya kayak apa hehehe.

    • Enak sih Non tapi ngga the best lah. Malah kalo menurutkua dua tahun lalu kita juga nginep di Honeymoon & makan beberapa kali di Casa Luna, agak bland ya rasa masakan Indonesianya. Mungkin chefnya lagi ngga enak badan waktu itu🙂

      • kita makan disana cuman suka (gak pake banget) cheese cake-nya mba. Ini sempet beberapa kali si Matt bolak balik beli. Makanan yang lainnya biasa aja kayak kebanyakan cafe2, kan ya. Cuman dia emang kan udah lumayan “ngetop” gitu ya secara ada bukunya plus selalu ada acara cooking class di hotelnya.

        • Waktu baru buka awal 90an memang masih enak Non. Sekarang jadi berkurang mungkin karena kebanyakan tempat ya. Service di Honeymoon Guesthouse juga udah ngga sebagus waktu baru buka dan awal 2000an. Jadi review singkat 😃

  5. Jaman jadi kuli tinta, kata “claim” memang untuk hal2 yang diragukan kebenarannya, jadi sah sah aja kita nulis one claims to be … jika kebenarannya tidak dapat di tentukan / di verifikasi terlebih dahulu. Kita juga pake sebagai sarkasme di banyak hal.

      • Kalo utk urusan pekerjaan, alamat email macam gini sama sekali tidak direkomendasikan krn tampak kekanak-kanakan sehingga perekrut mungkin akan meragukan kematangan kepribadian si pelamar, atau tak dianggap serius.. Kalo utk urusan pribadi, masih bisa dimaklum.. Terlepas dari pemakaiannya, alamat email gini kesannya antara lebay, cari perhatian, atau narsistik..

        • Betul, aku & kolega ngga anggap calon trainee seperti ini serius. Kadang surat lamarannya ngga dibaca deh. Ini kan klaim juga Em😉

        • Kalo jaman aku merekrut orang dulu, email dari pelamar dgn alamat lebay gini tetep aku baca cuma masuk prioritas terakhir, itu pun kalo belum nemu kandidat dari pelamar lainnya..hehehe..

  6. ikut nimbrung ah… terus kalo alamat emailnya crossingborders@mail.com, kira-kira proses perekrutannya gimana ya? Kan nama dan email tidak sesuai, apakah ini juga disebut proses claiming or narsistik? Kabur dulu… sebelum ditimpuk rame2…

    Btw… soal strategi marketing memang klaim bisa menimbulkan sensasi. Kan sering tuh negara tetangga kita nge klaim berbagai kesenian kita sebagai miliknya… Ya setelah diklaim, kan orang jadi tahu… Hati-hati dengan klaim… apalagi disclaimer… hihihi…

  7. Ini comment soal foto DavidLoftus, emang foto gado-gado dia menggugah selera? Hmm… dilihat-lihat kok jdi gak pengan nyoba gado-gadonya ya? Potongannya besar-besar dan sausnya di dasar pula…

    Soal selera memang variatif banget.

    • Dilihat secara teknik untuk food photography fotonya sih bagus; styling ok, warna bervariasi, lightingnya bagus, komposisi ok dan gambarnya tajam. Kalo lihat dari Gado-gado sebagai orang Indonesia ini ngaco karena ada tomat dan jeruk nipis. Nah ini salahnya si Jamie Oliver yang masak bukan salahnya David Loftus, dia hanya motret.

  8. Atau emang musti gitu ya mbak strategi pemasaran musti pede tingkat tinggi kalau nggak ya.. nggak bakal jadi favorit. Mungkin seharusnya pemilik casa luna itu lebih sering cobain gado-gado, kalo mbak ailtje di malang suka di perempatan pizza hut saya suka gado-gado pak to di pasar besar dan saya nggak akan pake e-mail dg nama aneh2 kalo urusannya formal macam nglamar kerjaan🙂

    • Yup musti pd kalo sesuai ya menurutku. Mungkin aku yang berlebihan reaksinya lihat komen De Neefe sampe nulis tentang ini. Cuma ya karena aku tahu rasa masakan ditempatnya dia gimana dan menurutku itu rasa relatif. Mungkin memang buatan dia enak tapi untuk claim the best berlebihan ya.

    • Iya, berani ya bilang the best🙂 Btw hari ini lihat resep Gado-gado dibukunya Jamie Oliver yang baru, masa pake daun ketumbar Feb, ngaco.

      • Daun ketumbar maupun daun sop kan gak cocok ya mbak dibuat gado gado, aroma mereka berdua sangat kuat dan menjadikan citarasanya berubah drastis. Kalo sebagai garnish sih masih OK, tapi kalo jadi elemen andalan, hmmmm daku tak mau… Walau daun ketumbar wangi sih, tapi lebih enak kalo sama yang amis amis, semisal bawal kukus… Atau nasi goreng pake rajangan daun sop. Kok jadi lapar nih Mbak Yo….

  9. Wah emang masalah selera tuh personal ya. Belum bernah juga nyobain gado gado di Casa Luna. Ehm soal gado gado nih, yang enak tuh di Gang Gloria Glodok. Warung nya kecil tanpa plang tapi itu gado gadi ter enak yang pernah aku makan🙂.

  10. Sebenernya mungkin ini tergantung selera ya, to me the best gado2 is my next door neighbour, ibu nani itu dulu juara sejakarta, dan memang dari dulu selalu orang pada ngantri pagi2 untuk beli gado gado, dan kalo jam 10 an sudah habis. For sure there are other gado2 place that’s better but since I have never tasted them, ibu nani’s gado2 is the best for me:)

    The picture is very beautiful, tapi gua ga pernah makan gado2 yang pake tomat ya, dan juga ko ga ada saus kacangnya? About what you said that she’s Australian, my question is, does she have the same taste buds as a native Indonesian?

    • Selera itu pribadi. Hari ini gw lihat buku masaknya Jamie Oliver, Comfort Food. Foto ini step 1 diresep Gado-gado Indonesia yang menurut resepnya Jamie pake tomat, jeruk nipis dan daun ketumbar (Cilantro). Ngaco abis.

      • Besok besok pake mayonaise sebagai pengganti gula Jawanya. Hmmm… Pernah coba gado gado bonbin? Denger denger enak.. Banyak yang muji soalnya.

        Semoga Jamie Oliver gak coba racik karedok atau pecal atau petis atau rujak versi dia sendiri…

  11. Ini gado-gado mba? Seriusan? Aku belum liat komen aja udah berasa ga terima itu disebut gado-gado, hehe.
    Gado-gado paling enak deket kampus pas pengkolan pangkot. Itu pas masuk disitu, rekomen semua langsung tertuju ke bapak gado-gadonya. Emang bener enak bgt menurutku. Dan enak ga enak itu emang subjektif bgt si ya..

    Aku jadi mikir loh mba. Di kita juga gitu kan. Resep asli dari negara lain suka dimodif sendiri. Kaya yg dulu pernah mba posting masalah nastaar durian, dll. Mungkin orang aslinya yang tau pasti ga terima juga. Aku aja ga terima liat foto itu dibilang gado-gado, jadi curiga rasa bumbunya pun bakal beda, hehe.

  12. I think what is ‘the best’ really depends on each person individually… like, maybe for some people that gado2 is perfect, but for some others aren’t… haha
    for me, tho, the best and perfect gado2 is made by an old woman called Mak Hwa *also my Oma’s naame woohoo*, who owns a home-mini-restaurant. she really uses the best veggies available in the market every morning (which means around 2~3am for her), and her sauce is a-mah-zeeng.
    oh dang, now I want her gado-gado! but she only make them on tue and thurs only~~~
    gaah, next time I am eating I will take picture and post it and tag it to you kak, ‘my’ perfect gado2😉

  13. Iya ya mba Yo, banyak banget yg klo bikin iklan tuh yg sampe terlalu percaya diri klaim nomor 1 di Indonesia lah sampe dunia bahkan. Masih inget tuh yangwaktu heboh iklan klinik tongf*ng yang seolah2 top banget sampe ngeklaim bisa nyembuhin berbagai penyakit.😀

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