Bango UNTAR

From a small district at Tanah Abang to a National Leading brand in Indonesia

A presentation at Universitas Taruma Negara29 April 2011

History of Bango

• What is Kecap Bango• Acquisition background• Kecap Job• Brand Key & Campaign Idea• The Journey of Bango 2000 – 2010• Bango Social Mission: FJB & BSB Development

What is Kecap Bango?Kecap Manis (sweet soy sauce) - The sauce that Indonesians can’t live without, for its sweetness… thickness… and darkness…

from carbo (rice, noddle, vermicelli), protein (chicken, beef, seafood) to vitamins and minerals (veggies, fruits)…

Welcome to the world of Bango… where only genuineness counts, from genuinely high quality ingredients from nature, to give you the genuine taste of soy sauce… Bango, Benar-Benar Kecap!

Like a guarantee of success, no food can go wrong with kecap… from cooking, topping to dipping…

A Little Acquisition Background

• Acquired in November 2000 the “Bango”sweet soy sauce (kecap) business from the Kartadinata family (3rd generation Eppy and Sally)

• Unexploited and unsupported, kecap Bango was no. 4 brand in Indonesia with 4% market share (and now hold 31% market share as strng No. 2 after ABC brand)

• Was sold mainly in Jakarta, Bogor, Tangerang, Bekasi and some parts of West Java (now nationwide)

We saw potential to nationalize Bango, using Unilever power and expertise in distribution and marketing

• Divided into many islands, Indonesia has diverse customs, traditions, practices – including people’s food preferences and cooking style.

• Thus, there are over 100 soy sauce (“kecap”) brands across Indonesia , produced mainly by local cottage industries. Most of them are not supported. Largely, they depend on word-of-mouth and some trade promotion.

• Before acquisition, Bango was only distributed and enjoyed amongst people in Jakarta, Bogor, Tangerang, Bekasi areas …

• However there were some evidences that people/restaurant outside these areas were consuming Bango (they took effort to buy from Jakarta)

• There was not so much brand equity building campaign for soya-sauce (it was treated more like commodity)

Distribution Expansion Opp’t

Building Bango awareness and establish brand equity

Introducing Bango, the brand that stands for the highest quality in soy sauce, the gold standard. It only contains 4 high quality ingredients from nature: black bean, coconut sugar, water and salt, making Bango the “real” sweet soy sauce without additional spices, MSG or preservatives.

The combination of black bean and coconut sugar gives Bango the best sweet taste and special aroma, which highlighting the wonderful eating experience with your family.

Kecap Bango, The Real Soy Sauce!

There are so many sweet soy sauce available, all are claiming to give you the best taste and the best result..but what actually is the best sweet soy sauce?

Kecap Bango

JOBS OF KECAP

Joy

HighInterest and Involvement

LowInterest and Involvement

Spice Up My

Life

Recognize Me

Carry My Message

Cover My Imperfection

Cover My Emotion

Heighten My

Moment

Put Me Back in ControlProlong

My Bliss

Sweeten My Disharmony

Creating Me

Moment

Comfort

SENDINGSIGNAL

ABSORB

HARMONISEDELIGHT(Mostly Dipping & Topping)

Delectable experience

High Intense Impact

Dependable

Surrender

Blends to my creation

Base for creation

TASK: To announce the quality of Bango nationally

Positioning. THE REAL KECAP

Message. Taste never lies (Rasa nggak pernah bohong)

RTB. Made from choice black beans and palm sugar blended perfectly

Tagline. “Benar-Benar Kecap” (“The Real Soy Sauce”)

TV Print Activation

1. “Semur Ayam”

2. “Tumis Tempe”

My kid just can’t wait to taste it!

I’m always sure my tumis tempe is perfect!

- None - - None -

2000/01 – Introducing Credentials The category was pretty much inactive pre-Bango’s advertising launch in 2000, when it was acquired by Unilever

TASK: To announce the quality of Bango nationally


Message. Taste never lies (Rasa nggak pernah bohong)



1. “Bean”

2. “Uji Masak”

3. “Market”

Going back to history while romancing the beans and process

Side-by-side comparison

The Perfectionist choose the perfect soy sauce, Bango

TV Print Activation

1. Bean

2. Bean

3. Idul Adha

4. Pouch launch

1. Bango Cita Rasa Nusantara – cooking traditional recipes contest (Urban & 2ndary cities)

2002 Introducing Credential

2003 – Building Credentials

TASK: To strengthen the quality of Bango


Message. No compromise on things that matter the most



1. “Hujan-hujanan”

2. “Macet”

Friends sharing recipes: No matter what, I will not compromise on my kecap

Driving home for Buka Puasa: No matter how hungry I am from fasting, I will go home to my wife’s cooking

TV Print Activation

1. Backpack

2. Luggage

3. Idul Adha

1. Bango Cita Rasa Nusantara – cooking traditional recipes contest (Urban & 2ndary cities)

2004 – Be the challengerTASK: To strengthen the quality of Bango


Message. Only Bango perfectly blends the spices and creates a well rounded taste



TV Print Activation

Pengakuan Slice Of Life : The Converted Husband (Wife finally uses Bango and surprises him!)

The Tahu Vendor (Can’t have enough of it!)

1. Mengikat Rasa

2. Idul Adha

ACTIVATION: Gerobak Sate Bango

Amplification Filler

2005 – Be the challengerTASK: To strengthen the quality of Bango

Positioning. THE GOLD STANDARD OF KECAP

Message. No compromise in making the best kecap



TV Print Activation

BANGO BEANRomancing the bean selection, the beans and the process

NURUNIN ILMUSlice Of Life: The Converted Meddling Mom-in-Law

1. Flip top launch

TV Program of Bango Cita Rasa Nusantara (BCRN)

2006 – Stronger ChallengerTASK: To strengthen the quality of Bango


Message. No compromise in making the best kecap



TV Print Activation

BANGO BEANRomancing the bean selection, the beans and the process

NURUNIN ILMUSlice Of Life: The Converted Meddling Mom-in-Law


Festival Jajanan Bango Cita Rasa Nusantara

2007- Stronger ChallengerTASK: To strengthen the quality of Bango


Message. The best quality kecap

RTB. Made with full dedication of Black bean farmers


TV Print Activation

Father & SonA Tribute to black soya bean farmer

Running VendorBango is the elixir of resilience when hope is vulnerable



Karena Rasa tidak pernah bohong

Launch Sachet

Bango Relaunch

2008 – Stronger ChallengerTASK: To strengthen the quality of Bango

Positioning. The Champion of Integrity

Message. Quality is never obsolete

RTB. Black soya bean


TV Print Activation

80 Years of BangoRomancing Bango good quality from generation to generation

Menjaga Warisan KulinerDocumentation of Festival Jajanan Bango in preserving culinary heritage



80 Years of Bango

2009TASK: To strengthen the quality of Bango



RTB. Wholeheartedly created from Black Soya Bean


TV Print Activation

The GiftA wholeheartedness act result in an extraordinary things



The Gift

Festive Ad

2010TASK: To strengthen the quality of Bango



RTB. Wholeheartedly created from Black Soya Bean


TV Print Activation

The GiftA wholeheartedness act result in an extraordinary things


Kumpul Manis Activation to support relaunch of 85ml

Relaunch 85ml

Relaunch of Bango 85mlBig wholeheartedness in a small pouch

Key Recipe Success of Bango

(2) A NO COMPROMISE Attitude(no cut corners to provide the best)

(1) PRODUCT IS HERO(high quality ingredients & heritage processing)

(3) SUSTAINABLE FARMERS COMMUNITY Black Soy Bean Farmers Development Program

(4) ALIGNED ACTIVATION, COMMUNICATION

& CONSUMER PROMOTIONA cultural journey to preserve the most

authentic food of IndonesiaConsumer promotion that support J2BD

year by year

Our Mission : "To preserve the culinary heritage of

Archipelago and to enhance the livelihood of black soy bean

farmers”

(5) SMOOTH SUPPLY MANAGEMENTof Coconut Sugar @ the right price

Being Genuine

Genuinely Caring for

Grow Our Ingredients

Those Who

Preservingthe Genuine

Food ofIndonesia

Owning

Genuine Moments

Comfortingin

Making Bango

BeingGENUINE

Bango Belief

BANGO believes in being genuine in making our product - we maintain the purity & tradition of making the product (we do not cheat by putting in what’s second best)..

BANGO believes the genuineness of Kecap Bango can give people comfort to go back to “what is true in life” when life doesn’t go their way.

BANGO believes being genuine means caring for those who grow our ingredients..

BANGO believes in preserving the genuine food of Indonesia..

In 2005, Bango strengthened its brand social mission : Preserving the culinary heritage of Archipelago and improving the live of black soya bean farmers

Bango social mission manifest in:1. Festival Jajanan Bango2. BSB Farmer Development

Program

What the FJB brings into…

UFS

• 60% of participating hawkers become regular customers

o Mostly switched brand from Indofood, ABC & Nasional (Major Competitors)

Hawkers

• Increase number of diners at 10% (minimum)

• Exposed by mass media

• Invited to other food festivals

• Proud being recognized as FJB participants

• More confident in running the business

Brand

• Live up the brand mission in preserving traditional dishes & increase the welfare of hawkers

• Strengthen Bango brand image as Citra Rasa Nusantara

• Give both consumers & hawkers a good brand experience

Consumers

• Became aware of the richness of traditional dishes

• Exposed to iconic hawkers

Objective

Actualize Bango social mission

Establishing Bango as national brand

Actualize Bango social mission

Building brand image

Strengthen brand image& equity

2005 2006 2007 2008 2009 2010

Strengthen brand image& equity

CitiesJKT, BDG, SBY, SMG JKT, SBY, MDN JKT, BDG, SBY, MDN JKT, BDG, SBY JKT, BDG, SBY JKT, BDG, SBY

ThemeFestival Jajanan Bango Cita Rasa Nusantara

Pasar Malam Tempo Dulu

Aneka Makanan Tradisional Nusantara

Bango 80th Anniversary

Festival Kelezatan Sepenuh Hati

Pilihan Ibu Nusantara

FJB Journey

Food festival is considered as unique and appetizing

Provide variety of iconic foods & hawkers in one placeConsumer were attracted with the culinary experience,

they could experience all foods from around Indonesia in one place

Offer interesting alternative as family/friends weekend activityHeavy pre-event publication across multimedia

Cooking demoEntertainment

LocationHeld in well known venue

High access through public transportation

Key Success Factors

BSB Farmers Development Program

Background• Acquired by Unilever Indonesia in 2000, Kecap

Bango has shown a very high and fast growth.

• As a winning local jewel, Unilever intends to maintain the original recipe of Kecap Bango since 1928, that is made only from 4 selected ingredients from nature: coconut sugar, black soy bean, water and salt.

• Therefore, black soy bean is becoming a very important ingredients for the formulation.

• Unfortunately, black soy bean availability in the market is limited, while looking at the growth of the business, black soy bean supply is needed in big volume.

• Partnering with Gadjah Mada University, Unilever decided to build Black Soy Bean Farmers Development Program with the intention of fulfilling supply and at the same time, improving the livelihood of the farmers.

Source: ULI Peduli Foundation

Black soy bean farmers development program, that provides:• Ability to access to finance

• Improvement in technical skill• Guaranteed market for their

harvest• Additional income

• Additional income for their wives

BSB Farmers Development ProgramUnilever needs good supply of black soy bean in quality, quantity & price

The farmers want to increase their

productivity & income

Gadjah Mada University has expertise in black

soy bean seed & planting technology

BSB FARMER DEVELOPMENT PROGRAM

OBJECTIVES:– Improving the livelihood of farmers by

involving them in Kecap Bango’s business


BSB Farmers DevelopmentSKILLS DEVELOPMENT

To achieve a good productivity and quality harvests of BSB, farmers are fully supported by Unilever Indonesia in technical assistance through regular field training.


BSB Farmers DevelopmentACCESS TO FINANCE

Unilever Indonesia fully supports the farmers in financing their production facilities such as seed, fertilizer and post-harvest equipment with A SOFT loan and donation scheme.


BSB Farmers DevelopmentENCOURAGEMENT

Dedicated field staffs from Unilever Indonesia guide and assist the farmers since the beginning of planting until post-harvesting to help them in improving their skills and solving their problems at field.


KEY SUCCESS FACTOR ON BSB PROGRAMNURTURING MUTUAL BENEFIT AND SUSTAINABLE PARTNERSHIP

• Connection to market Supporting on market access• Skills development Facilitating training to develop technical or management

skills• Access to finance Facilitating the initial investment or operational financing• Encouragement Supporting and guiding in initial stage of the business

• More qualified and sustainable supply• Process supporting• Sales coverage extension, etc.

ULI SMEs

UPF


WHOLEHEARTEDLY THANK YOU

Documents

Bango UNTAR