Teh Botol, Kijang, Sari Ayu win best brand awards

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.