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INTRODUCTION
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MACRO GROUP
Moves in the field of foods based on fothe best natural protein in Indonesia
PT. Macroprima Panganutama (Meat),PT. Cisarua Mountain Dairy (Milk), PT. Ja
Eggs Specialities (Eggs), PT. Indosoya PrSource (Soybeans)
Found on 30 September 2005 by Mr.Bambang Sutantio
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PT. CISARUA MOUNTAIN DAIRY(CIMORY)
Found by Mr. Bambanon 2006 in Cisarua PunBogor
Operates the Cimory R 300 farmers are coope
Cimory Website: www.cimory.
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Products of CIMORY
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HUMAN
RESOURCES
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PT. Cisarua Mountain Dairy has somedepartments that have certain job, and led bya manager. Those departments are:
Structure Organization
1. Marketing Departments2. Dersonnel Department
3. Production Department4. Mechanical Department5. RIQA Department6. Financial Department7. Warehouse Department
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Job vacancy
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PR and Marketing
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HRD
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Other Job Opportunities Manager audit
Pastry chef
Marketing executive
Supervisor Tehnisi
Senior Staf Mikrobiologi
Restaurant Manager
Purchasing
etc
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S.W.O.T. ANALYS
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Strength of Cimory Have a simple design
The places to boughtsome cimory in the mallcimory or in store
Has Packaging designin transparent bottle so
that the identity of theproduct be very strongand can be easilyviewed for consumers
Has flavors intransparent bottles,resulting in colorsthat attract the eye
Have a pratical
packaging design
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Weakness of Cimory
The available onlyon the size of thebottle, so it doesnt
fulfill the needs ofthe market who
want a role in thepractically of asmaller size
Application lofdifferent logos thatmake confusedcostumers
Differents kinds of
pastel colors so itdoesnt created a
corporate colorthat identifiescimory itself
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Opportunity of Cimory
Attract public confidence in theproduct because it has a designthat is a transparent bottles andpackaging exclusively
Creating unique display for colordisplays that are interesting to theeye of somebody
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Threat of Cimory
Competitors are popping up because the designmuch better and exciting
Consumers are less able to know and find the ideof cimory
Consumers are less to buy cimory because the p
more expensive than athore product
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MARKETING MIX
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Sales
FRESH MILK
YOGHURT MILK
REAL CHEESE
STIRRED MILK
LIQUID CHEESE
CREAM CHEESE
PRODUCTS
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Yoghurt of Cimory
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PRICE
Products price
Milk Rp. 15.000
Yoghurt Rp. 6.000
Real cheese Rp. 17.000
Strried milk Rp. 7.500
Liquid cheese Rp. 5.000
Cream cheese Rp. 5.000
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HYPERMART
CARREFOUR
GIANT
INDOMARET
SUPERINDO
STAND CIMORY
CIMORY RIVERSIDE
Global Community
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Cimory Stand Cimory Riverside
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MARKET
SEGMENTATION
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STP ANALYSIS
1. SEGMENTATION AND TARGETING1) Geographic
a. Location : Indonesia
b. Population : Domestic
c. Density : Urban and suburben
d. Climate : Mountain range and urban affairs2) Demographic
a. Age : 10 to 45 years old
b. Gender : Female and male
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c. Education : Senior high schoolS1
d. Occupation : Career woman, housewives,workers
e. Economy class : Middle classupper class
f. Lifecycle : Married and single
g. Citizenship : Indonesian and new comer
3) Psychographic
a. Social class : Middle classupper class
b. Life style : Stylish practical and understandabout health
c. Personality : Understand how to live a healthylife and appreciate local products
d. Attitude : Have a positive outlook
e. Motivation : Complete substances thatmust be complete every day
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2. POSITIONING, LOGO AND TAGLINE
Keywords : Fresh, friendly and natural
Ilustration ribbon
Yogurt bottle design
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Yogurt bottle design
Container of yogurt Ilustration vector shows the natural feel and Cimo
daily cows
Red ribbon
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MARKET
ANALYSIS
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THE BUSINESS LEVEL
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GLOBAL MARKET SHARE
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INDONESIA MARKET SHAREYOGURT
ACTIVIA
BIOKUL
CIMORY
HEAVENLY BLUSH
YOGHURT
NASIONAL
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The Business Level of Yogurt in Indonesia Mark
WINNER: CIMORY, Heavenly Blush
TOP 10: Activia, Biokul, Yakult, Elle & Vire, Milkuat
FOLLOWERS: local brands that is no longer exist
PARTICIPANT: unknown
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TRIANGLE OF BRANDOur group made a research in dormitory area,
and asked them about any kinds of yogurt drinkthey know. Here are the result:
Cimory: 43%
Heavenly Blush: 25%
Yoghurt Nasional: 13%Biokul: 10%
Others: 9%
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Cimory, HeavenlyBlush, Elle & Vire
Activia, Biokul and otherbrands that is not toopopular
Brand Recall
Brand Recognition
Unaware of Brand
Top
Of Mind
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Product Life
Cycle
Production and import of Yoghurt
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Production and import of Yoghurtin Indonesia
year Production of Yoghurt Import Of Y
Production(liter)
Growth(%)
Value(,000Rp)
Growth(%)
Value(,000Us$)
2002 1,039,279 - 8,985,642 - -
2003 1,536,824 19.31 11,356,826 11.66 250.9
2004 1,682,612 4.53 13,475,258 8.53 244.8
2005 1,765,831 2.41 30.438.258 38.63 294
2006 * * 712.8
2007 * * 1,502.6
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Introduction
Growth
Maturity
Decline
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Summaryand
Recommendatio
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Summary
Cisarua Mountain Diary is well known milk-processed company in Indonesia
Cimory direct competitor in Indonesia isHeavenly Blush
Cimory has the highest interest fromIndonesian for the yoghurt product
Cimory has a huge market share inIndonesia only
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Recommendation
Expanding the distribution of theproduct to other countries
Produce another new unique flavorand specific product
Innovation is a must to keep thewinner position
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