Page 100 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 03
BRANDZTM TOP 50 MOST VALUABLE INDONESIAN BRANDS 2015
COMPANY Unilever Indonesia Tbk PT BRAND VALUE US$ 402 million HEADQUARTERS Jakarta INDUSTRY Soft Drinks YEAR FORMED 1973
Mini-mart chain innovates with online push
The Alfa brand covers Alfamart, a chain of more than 9,800 mini supermarkets across 17 Indonesian provinces. It also covers Alfamidi, which stands apart from other mini-marts by stocking fresh and frozen food in addition
to store-cupboard staples, and Alfa Express – smaller-format stores with a focus on range, value and
convenience. Alfa has a majority stake in the Indonesian operations of Lawson, the convenience store chain. The company’s origins were in a trading and distribution business launched by Djoko Susanto
and family in 1989, and it moved into retailing a decade later. The business started its rapid growth phase in 2002, when it acquired 141 Alfa Minimart stores and rebranded as Alfamart.
In 2012 the brand launched AlfaOnline, becoming the first mini- market in Indonesia offering online shopping, and Alfamart has a partnership with Jakarta-based regional airline Lion Air, allowing passengers to book flights in Alfamart stores. In 2015, Alfamart started to realise its international ambitions, opening 30 pilot stores in the Philippines through a joint venture with SM Investments Corp.
100 BrandZTM Top 50 Most Valuable Indonesian Brands 2015
New formulations and flavors keep traditional tea brand fresh
SariWangi is the biggest-selling brand of black tea in Indonesia, with a strong local heritage, and is now part of the Unilever portfolio. It is widely affordable, cheaper than many of its competitors, and its communications focus on family togetherness and sharing. In 2014, SariWangi launched a new tea formulation using high- quality tea leaves with a great taste and aroma. In the past year, SariWangi communications have focused
on a letter-writing competition, encouraging people to persuade family members to share their feelings through letters.
Indonesian tastes in tea vary significantly by region. In Sumatra, for instance, there’s a strong preference for vanilla tea, while Javanese consumers tend to prefer jasmine tea. Several SariWangi variants have been launched to cater to these diverse tastes and make the brand more competitive. The range now includes SariMurni vanilla tea and SariMelati (jasmine tea). Sariwangi was bought by Unilever in 1989.
fffffCOMPANY Sumber Alfaria Trijaya Tbk PT BRAND VALUE US$ 398 million HEADQUARTERS Tangerang
INDUSTRY Retail
YEAR FORMED 1989
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