Page 82 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 03
BRANDZTM TOP 50 MOST VALUABLE INDONESIAN BRANDS 2015
COMPANY Hanjaya Mandala Sampoerna Tbk PT BRAND VALUE US$ 5,882 million HEADQUARTERS Jakarta INDUSTRY Tobacco YEAR FORMED 1989
Quirky image reflects distinctive cigarette flavor
A Mild was the first Indonesian brand of machine-rolled mild cigarette, known as SKM Mild, so launched not just as a new brand, but as a whole new category in the cigarette market. A Mild has strong and very distinctive branding compared to other cigarettes in Indonesia,
playing with the idea of paradox and strangeness. It appeals mainly to younger smokers who want to identify
with this desire to stand out; to be a trendsetter rather than a follower. As in other markets, there are significant restrictions on the marketing of tobacco products, and advertising is heavily regulated; advertisements cannot show the product, the shape of the product or anybody actually smoking, but spending in this category is very high. Philip Morris International has taken a stake in Sampoerna, the makers of A Mild, but Sampoerna A Mild remains, for the moment at least, unique to Indonesia. PT HM Sampoerna is listed on the Indonesia Stock Exchange, and PMI is listed on the New York Stock Exchange.
fffffShopping destination of the growing middle classes
Matahari is a popular chain of department stores, and its network is expanding rapidly as it caters to the desires
of the burgeoning Indonesian middle class. Stores are being rolled out across the country featuring adults’ and children’s clothing, cosmetics, appliances, and accessories that combine fashion with affordability. Now present in
65 cities, Matahari had 134 stores as at April 2015 and employs more than 40,000 people. It takes pride in supporting more than 1,200 Indonesian suppliers.
The brand has a strong social mission, and its CSR work includes a long-standing partnership with UNICEF, local charities, and employee associations. Stores collected IDR500 million in customer donations in 2014 to fund the construction and restoration of mosques and churches. Matahari shares were floated in 2013. The public now owns 65 percent of the company, with Asia Color Company and PT Multipolar the other major shareholders. Its turnover is growing rapidly thanks to improved like-for- like sales and the addition of new outlets in the network.
COMPANY Matahari Department Store Tbk PT BRAND VALUE US$ 2,145 million HEADQUARTERS Tangerang
INDUSTRY Retail
YEAR FORMED 1958
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