INTRODUCTION

MACRO GROUP
Moves

in the field of foods based on four of

the best natural protein in Indonesia
PT. Macroprima Panganutama (Meat),
PT. Cisarua Mountain Dairy (Milk), PT. Java
Eggs Specialities (Eggs), PT. Indosoya Protein
Source (Soybeans)
Found on 30 September 2005 by Mr.
Bambang Sutantio

PT. CISARUA MOUNTAIN DAIRY

(CIMORY)
Found by Mr. Bambang Sutantio
on 2006 in Cisarua Puncak,
Bogor
Operates the Cimory Resto
300 farmers are cooperation with
Cimory
Website: www.cimory.com

Products of CIMORY

HUMAN
RESOURCES

Structure Organization
PT. Cisarua Mountain Dairy has some
departments that have certain job, and led by
a manager. Those departments are:

1.
2.
3.
4.
5.
6.
7.

Marketing Departments
Dersonnel Department
Production Department
Mechanical Department
RIQA Department
Financial Department
Warehouse Department

Job vacancy

PR and Marketing

HRD

Other Job Opportunities

Manager audit

Pastry chef

Marketing executive

Supervisor Tehnisi

Senior Staf Mikrobiologi

Restaurant Manager

Purchasing

etc

S.W.O.T. ANALYSIS

Strength of Cimory

Have a simple design

The places to bought

some cimory in the mall
cimory or in store

Has Packaging design

in transparent bottle so
that the identity of the
product be very strong
and can be easily
viewed for consumers

Has flavors in
transparent bottles,
resulting in colors
that attract the eye

Have a pratical
packaging design

Weakness of Cimory

The available only

on the size of the
bottle, so it doesnt
fulfill the needs of
the market who
want a role in the
practically of a
smaller size

Application lof
different logos that
make confused
costumers

Differents kinds of
pastel colors so it
doesnt created a
corporate color
that identifies
cimory itself

Opportunity of Cimory
Attract

public confidence in the

product because it has a design
that is a transparent bottles and
packaging exclusively

Creating

unique display for color

displays that are interesting to the
eye of somebody

Threat of Cimory

Competitors are popping up because the design is

much better and exciting

Consumers are less able to know and find the identifies

of cimory

Consumers are less to buy cimory because the price

more expensive than athore product

MARKETING MIX

PRODUCTS
Sales

FRESH MILK
YOGHURT MILK
REAL CHEESE
STIRRED MILK
LIQUID CHEESE
CREAM CHEESE

Yoghurt of Cimory

PRICE

Products

price

Milk

Rp. 15.000

Yoghurt

Rp. 6.000

Real cheese

Rp. 17.000

Strried milk

Rp. 7.500

Liquid cheese

Rp. 5.000

Cream cheese

Rp. 5.000

Global Community

HYPERMART

CARREFOUR

GIANT

INDOMARET

SUPERINDO

STAND CIMORY

CIMORY RIVERSIDE

Cimory Stand

Cimory Riverside

MARKET
SEGMENTATION

STP ANALYSIS
1.

SEGMENTATION AND TARGETING

1)

2)

Geographic
a.

Location

: Indonesia

b.

Population

: Domestic

c.

Density

d.

Climate

: Urban and suburben

: Mountain range and urban affairs

Demographic
a.

Age

b.

Gender

: 10 to 45 years old
: Female and male

3)

c.

Education

: Senior high school S1

d.

Occupation
workers

e.

Economy class : Middle class upper class

f.

Life cycle

g.

Citizenship

: Career woman, housewives,

: Married and single

: Indonesian and new comer

Psychographic
a.

Social class

: Middle class upper class

b.

Life style
: Stylish practical and understand
about health

c.

Personality : Understand how to live a healthy

life and appreciate local products

d.

Attitude

e.

Motivation
: Complete substances that
must be complete every
day

: Have a positive outlook

2. POSITIONING, LOGO AND TAGLINE

Keywords : Fresh, friendly and natural

Ilustration ribbon

Yogurt bottle design

Container of yogurt
Ilustration vector shows the natural feel and Cimory
daily cows
Red ribbon

MARKET
ANALYSIS

THE BUSINESS LEVEL

GLOBAL MARKET SHARE

INDONESIA MARKET SHARE

YOGURT
ACTIVIA
BIOKUL
CIMORY
HEAVENLY BLUSH
YOGHURT
NASIONAL

The Business Level of Yogurt in Indonesia Market

WINNER: CIMORY, Heavenly Blush
TOP 10: Activia, Biokul, Yakult, Elle & Vire, Milkuat
FOLLOWERS: local brands that is no longer exist
PARTICIPANT: unknown

TRIANGLE OF BRAND
Our group made a research in dormitory area,
and asked them about any kinds of yogurt drink
they know. Here are the result:

Cimory: 43%
Heavenly Blush: 25%
Yoghurt Nasional: 13%
Biokul: 10%
Others: 9%

Top
Of Mind

Brand Recall

Brand Recognition

Unaware of Brand

Cimory, Heavenly
Blush, Elle & Vire
Activia, Biokul and other
brands that is not too
popular

Product Life
Cycle

Production and import of Yoghurt

in Indonesia
year

Production of Yoghurt

Import Of Yoghurt

Production
(liter)

Growth
(%)

Value
(,000Rp)

Growth
(%)

Value
(,000Us$)

Growth
(%)

2002

1,039,279

8,985,642

2003

1,536,824

19.31

11,356,826

11.66

250.9

2004

1,682,612

4.53

13,475,258

8.53

244.8

-1.23

2005

1,765,831

2.41

30.438.258

38.63

294

9.13

2006

712.8

41.6

2007

1,502.6

35.65

Growth

Introduction

Decline

Maturity

Summary
and
Recommendation

Summary
Cisarua

Mountain Diary is well known milkprocessed company in Indonesia

Cimory direct competitor in Indonesia is
Heavenly Blush
Cimory has the highest interest from
Indonesian for the yoghurt product
Cimory has a huge market share in
Indonesia only

Recommendation
Expanding

the distribution of the

product to other countries
Produce another new unique flavor
and specific product
Innovation is a must to keep the
winner position