Teh Botol, Kijang, Sari Ayu win best brand awards

Zakki P. Hakim, The Jakarta Post, Jakarta

"Whatever you eat, drink Teh Botol Sosro," reads the advertisement for Sosro bottled tea, which for years has been a very popular soft drink among Indonesians, whether to accompany a snack or meal, or simply as a thirst quencher.

Teh Botol Sosro (TBS) is also seen as the only local brand that is capable of outshining a global brand name like Coca Cola in the home market.

The strong brand image, first established in the early 1970s, has convinced the government to recognize beverage maker PT Sinar Sosro for its achievement in developing an authentic Indonesian brand.

The award was presented on Thursday.

Last year, TBS controlled 33.6 percent of the domestic beverage market, compared to Coca Cola's 15 percent share, and Sprite's 14 percent share.

Aside from PT Sinar Sosro, the government, through the Ministry of Industry and Trade, also gave a similar award to automotive manufacturer PT Toyota Astra Motor (TAM) for its success in developing the popular Toyota Kijang van, and to cosmetics maker PT Tiara Permatasari for its Sari Ayu cosmetic range.

First introduced in early 1980, Kijang vans controlled nearly 54 percent of the local automotive market last year.

As for Sari Ayu, according to a survey by Marketing Research Indonesia, 85 percent of 1.1 million respondents preferred the brand, which was introduced by the Martha Tilaar Group.

This is the second year that government has recognized the achievements of local brands. Last year, the awards went to soap brand Giv, herbal product brand Sido Muncul, and instant coffee brand Kopi Kapal Api.

Minister of Industry and Trade Rini MS Soewandi, who presented the trophies to the winners, said that Indonesia needed more products with strong brand images amid rising competition both at home and overseas.

She said that while Indonesian firms were capable of producing quality products, many were manufacturing them under license for global brands.

"We have to recognize and appreciate our enterprises' efforts in developing original brand names and product designs. These are the two factors that produce high added value, especially when they can go international," said Rini.

Meanwhile, consumer electronics maker PT Hartono Istana Teknologi won the grand award for best design for its Polytron Grandvicidi GV702 mini-combo, which combines radio, tape recorder, CD and VCD player.

Polytron's research and development assistant manager, Tony Djoko Irianto, told The Jakarta Post that his firm was focusing on building up the Polytron brand image in order to stay competitive and win the trust of consumers.

"Indonesian products are competitive with those from abroad. However, it is hard to convince the domestic market. That is why we are working hard to build up our image," he said.

Tony praised the government for recognizing the hard work of businesses in developing brands and designs, saying such award schemes needed to be continued.