Gatorade aims to boost share in local market

JAKARTA (JP): PT Gatorade Indonesia, a joint venture of the U.S.-based beverage producer Gatorade and its local partner, PT Ades Alfindo Putra Setya, expects to increase its market share in the country's soft drinks to 2 percent from less than 1 percent.

The company's president, Hugh Murphy, said here yesterday he was optimistic that isotonic drink producer Gatorade could sell more of its products as there was little competition in such beverage products in the country.

"The Indonesian soft drink market is big on bottled water like Aqua, Ades and tea drinks like Sosro bottled tea," he said.

He said isotonic drinks that rivaled Gatorade included Pocari Sweat, which offered less choices than Gatorade.

Gatorade is a noncarbonated drink which replaces body liquid, minerals and energy lost in physical activity.

He said Gatorade's advertising campaign using high profile sports figures such as the United States basketball icon Michael Jordan also helped publicity.

Gatorade Indonesia is owned 90 percent by the U.S.-based Gatorade and 10 percent by its local partner, PT Ades Alfindo Putra Setya.

The company produces 30 million liters of the drinks a year at its Jakarta plant. Most of the products are sold domestically and about 15 percent are exported, Murphy said.

The company received yesterday an ISO 9002 certificate for its quality standard management from British Lloyds' Register Quality Assurance Limited. It is the first soft drink company to receive such certification.

Gatorade also received yesterday the halal certification from the Indonesian Ulemas Council. The council certifies food and drink products sold in the country for Moslems.

Meanwhile, Lloyd's quality assurance assessor in Jakarta, Steve Mason, said his company had issued ISO certification to 80 local companies.

Mason said he expected to issue 80 more this year and double the number the next year.

He was optimistic that more companies would be issued the certification in upcoming years as part of their strategy to boost production and increase competitiveness.

"We focus on export products which need international standard certification," he said.

Mason said about 320 companies have received ISO certificates in the country, including Lloyds and Indonesia's Sucofindo. (das)