Brand Equity
Introduction
Indomie is one famous brand of instant noodle in Indonesia is produced by PT. Indofood Sukses Makmur Tbk., The first time Indomie hits the market was on 1970, people doubted that selling instant noodle as one of the staple food in Indonesia, but the company proved the people’s judgements were wrong (www.indomie.com). Indomie accounted for approximately 37% of net sales and 39% of income from operations in 1999. The Company produces a wide range of instant noodle products with prices that cover the low-end, mid-range and high-end retail market segments in Indonesia. The Company owns the three major instant noodle brand names in Indonesia, Indomie, Sarimi and Supermi, which are leading household names and have been in existence for many years. In 1999, Indomie accounted for approximately 44% of the Company's instant noodle
sales, while Sarimi and Supermi accounted for approximately 28% and 18%, respectively, of the Company's instant noodle sales. The Company sold approximately 8 billion packs of instant noodles in 1999. While the Company sells most of its instant noodles domestically, a small percentage of instant noodles are exported to nearly 30 countries, including Saudi Arabia, Brunei, Nigeria, Australia, Hong Kong, the United State and certain European countries. In 1999, instant noodles accounted for net sales of approximately Rp.4, 315 billion and income from operations of Rp. 892 billion. (www.indofood.co.id/index_2.htm)
We were amazed on how big Indomie since 1999, even up until 2010 the instant noodle that produced by the Indofood group dominated the instant noodle market, it dominated about 70 percent of the market in Indonesia. with the biggest shares goes to Indomie with 40-50 percent and other 20-30 goes to Sarimi and Supermie altogether. In this case just Indomie itself most likely dominated about half of the instant noodle market in indonesia. According to Boediyanto from Republika Newspaper Tuesday (12-10-2010), in a year, it is
Indomie is one famous brand of instant noodle in Indonesia is produced by PT. Indofood Sukses Makmur Tbk., The first time Indomie hits the market was on 1970, people doubted that selling instant noodle as one of the staple food in Indonesia, but the company proved the people’s judgements were wrong (www.indomie.com). Indomie accounted for approximately 37% of net sales and 39% of income from operations in 1999. The Company produces a wide range of instant noodle products with prices that cover the low-end, mid-range and high-end retail market segments in Indonesia. The Company owns the three major instant noodle brand names in Indonesia, Indomie, Sarimi and Supermi, which are leading household names and have been in existence for many years. In 1999, Indomie accounted for approximately 44% of the Company's instant noodle
sales, while Sarimi and Supermi accounted for approximately 28% and 18%, respectively, of the Company's instant noodle sales. The Company sold approximately 8 billion packs of instant noodles in 1999. While the Company sells most of its instant noodles domestically, a small percentage of instant noodles are exported to nearly 30 countries, including Saudi Arabia, Brunei, Nigeria, Australia, Hong Kong, the United State and certain European countries. In 1999, instant noodles accounted for net sales of approximately Rp.4, 315 billion and income from operations of Rp. 892 billion. (www.indofood.co.id/index_2.htm)
We were amazed on how big Indomie since 1999, even up until 2010 the instant noodle that produced by the Indofood group dominated the instant noodle market, it dominated about 70 percent of the market in Indonesia. with the biggest shares goes to Indomie with 40-50 percent and other 20-30 goes to Sarimi and Supermie altogether. In this case just Indomie itself most likely dominated about half of the instant noodle market in indonesia. According to Boediyanto from Republika Newspaper Tuesday (12-10-2010), in a year, it is