Consumer Behavioral Study

1. Introduction Previously, PT Indofood Sukses Makmur Tbk. has the syrup product line that it named as “Sirup Indofood”. However, due to the unsuccessful market of that product, in the end of 2010, PT Indofood re-innovated the product, re-designed the packaging and the concept, as well as re-branded the “Sirup Indofood”, by launching the new product called as “Freiss”. PT Indofood Sukses Makmur Tbk. Itself, is a company that operates on 4 strategic business groups : 1. Consumer Branded Products. Producing a wide range of packaged food products. The product brands are among the strongest brands with the most significant mindshare in Indonesia for consumer food brands. 2. Bogasari, primarily a producer of wheat flour as well as pasta. 3. Agribusiness. Done by Indofood Agri Resources Ltd. (IndoAgri), with the principal activities range from research and development, seed breeding, oil palm cultivation and milling; as well as the production and marketing of branded cooking oils, margarine and shortening. The group is also involved in the cultivation and processing of rubber and sugar cane as well as other crops. 4. Distribution, boasts the most extensive distribution network in Indonesia. It distributes the majority of Indofood’s and its subsidiaries’ consumer products as well as third-party products.
The products that Indofood produces are shown below. Freiss is one of its product line, classified in the group of “Food Seasonings”. 1. Noodles : Indomie, Supermi, Sarimi, Pop Mie, Sakura, Pop Bihun, Mi Telur Cap 3 Ayam. 2. Dairy : Indomilk, Enaak, Tiga Sapi, Kremer, Crima, Nice Yogurt, Indo Eskrim, Orchid Butter. 3. Food Seasonings : Sambal Indofood, Bumbu Instan Indofood, Indofood Bumbu Racik, Maggi, Freiss, Kecap Indofood, Kecap Piring Lombok. 4. Snack Foods : Chiki, Chitato, Cheetos, JetZ, Lays, Qtela, Trenz. 5. Nutrition and Special Foods : Promina, Sun. 6. Edible Oil & Fats : Bimoli, Happy Salad Oil,