Introduction

Basic human needs are always growing and will never be fulfilled, starting

from the basic needs of adults to children - children as well as infants and toddlers.

Manufacturers or companies that provide these needs will try to meet that market

need. Increased with time and changing times, the needs of the elderly, infants, and

toddlers starting to become the focus of attention.

The Company will make this as an opportunity to increase profits. Various

companies are racing to meet this need. However consumers or the mother is also not

unmindful to choose the content and other aspects that are beneficial for consumption.

A striking phenomenon today is the emergence of various baby food products are

offered with a variety of variants and content owned by that product.

Current birth rates continue to increase in Indonesia making business

opportunities associated with the baby is also increasing. One of them is baby cereal

business. Once upon a time the parents prefer the conventional pap that is making

your own, this is due to the trust will be given better nutrition than instant porridge

containing materials - chemicals, because the instant porridge has expired so the limit

in terms of time distribution must be considered.

Where the strategy chosen must be able to support smooth selling products.

This phenomenon still survive until now supported the range of issues - issues that

chemicals will be harmful for the growth of children. Although it is not practical for

the presentation, but the authenticity of the material and reliable hygiene for the

elderly.

Not a few parents who choose conventional baby porridge, although

backgrounds can afford to buy. It is constantly evolving and companies are also

heavily in promoting and providing education in the selection of baby porridge. This

time for young mothers who are looking for more practicality side chose this instant

porridge, they assume that the milk is offered to the market research company

would've through and qualify to be produced. They do not make this instant porridge

as a staple food but as a food supplement or to meet while traveling. Instant porridge

is very helpful for these circles.

This is because of lack of knowledge or information received instant porridge

consumers will still minimal or conventional culture still strongly attached to the

nutritional goodness that is owned by the original baby porridge. Both of these

phenomena continues to grow and change, all of it supported by advances in

technology, market needs and compliance requirements made by the company.

This development is seen by the company as an opportunity for consumer

fulfillment, PT Indofood as one of the biggest producers in Indonesia launched the

first infant food products bemerk Promina in 1989. With reference to the analysis of

the product ;

Market segmentation

In terms of market segmentation, product "Porridge Promina" segmented for the

children. Because the digestive tract children still not quite able to process food like

rice.

Functions / Benefits

Promina slurry useful for providing nutrition food for CHILDREN to physical growth

and brain.

Quality

In terms of quality, Promina porridge is very good because it is one factor

contributing to the development of the brain and body of the child other than breast

milk intake (breast milk). Because they contain useful nutrients.

Warranty

In terms of warranty, there may be no money back guarantee or warranty nutrients

back to this product. But Promina product slurry has been declared halal and FDA

have been through trials RI.

Price

In terms of price, Promina Porridge is deliberately intended for people who

berekonomi upper middle.

With Promina product launch, PT Indofood see that there are still many

market segments that must be met. Where the economic level in Indonesia is very

diverse. 1989 PT Indofood brand launches SUN to reach different markets. Indofood

see there are other markets that require the instant porridge for baby or toddler intake,

one of which support the production of Indofood SUN is a commitment and mission

to do innovation - product innovation and product quality improvement.

This commitment has been demonstrated by a certificate achieved "ISO 9002"

by SGS International. But lately a lot of issues - issues that arise regarding baby food

containing melamine, or other content harmful nutrients for the baby. This is a

significant impact to the consumer. Although food manufacturers have competed to

offer baby food products, but this anxiety can not be dammed.

Some people are worried about is getting back turned to conventional

porridge, and instant porridge made as a food substance if necessary. Because it

affects the level of sales at the manufacturer, so Indofood take other promotional

strategies for products Promina and Sun. In 2012, competition tightened, with a

number of global players marketing their products aggressively, leveraging on their

wider product portfolios such as infant milk formula and their strong foothold in

medical marketing.

Despite the albeit harsher market landscape, both SUN and Promina brands

continued to dominate their respective market segments. Marketing communication

and consumer promotion programs, paired with distribution coverage improvements,

continued to provide the necessary support for both brands. Advertising and

promotion investment played a prominent role in helping both brands to navigate

through the intensified competition and maintain their market shares.

Promina launched a new TV commercial highlighting its superiority from the

use of ‘Natural Ingredients.’ Radio talk shows, advertorials, print ads and digital

support reinforced the campaign, leveraged by ”Smart Feeding” brand activation

programs that helped mothers to learn the importance of providing their baby with

solid foods and encouraged them to share their stories. Sampling and consumer

promotion initiatives were also conducted to close the loop leading to purchase.

Meanwhile, SUN continued to air its TV commercial with the theme “Bayi Riang

Tumbuh Cemerlang” (Happy Baby Grows Beautifully). Complementing the

consumer-oriented marketing initiatives, professional/medical marketing continued to

support both brands through steady partnerships with doctors and clinics, active

participation in health seminars/workshops and a consistent drive in consumer

education programs.

Competition is expected to continue to intensify, with all players planning to

boost their presence in Indonesia. Comprehensive strategies, including expansion of

our product range to cover the life journey of the consumer, are planned to further

strengthen our nutritional platform and sustain our leadership position in the market.

Product proposition and marketing communication will be sharpened and

focused on the main competitive appeal of our products and brands, supported by

stronger medical marketing operations aimed at increasing endorsement from medical

professionals. Market penetration in both traditional and modern trade channels will

also continue to be enhanced. At the same time, efforts will be taken to encourage

production efficiency through improvement of production processes.