Gatorade aims to boost share in local market
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)