Aggressive Tactics Boost Brand Awareness, CLEO Achieves Record- Breaking Sales in First Half 2023
By : Nata Kesuma | Tuesday, September 05 2023 - 09:45 IWST
PT Sariguna Primatirta Tbk (Tanobel Group)
INDUSTRY.co.id - Jakarta, – The increasing public activity post pandemic has opened up opportunities for business growth in the consumer goods product for bottled drinking water (AMDK), which is better known as "CLEO", produced by, PT Sariguna Primatirta Tbk (Tanobel Group).
CLEO continues to aggressively introduce the CLEO brand and its derivatives to the public through various marketing activities, both above the line and below the line.
CLEO products are different from other types of drinking water. CLEO offers pure, healthier water that is free from dangerous minerals, bacteria, germs, or other microorganisms that could jeopardize health. This is achieved through the consistent application of nano-filter technology across all of the company's factories, ensuring the consistent quality of CLEO products throughout the entire region.
"We are aware that as a pure water brand that is different from ordinary mineral water, our branding strategy must be more in the direction of education as to why CLEO products are highly recommended for people who want to live a healthier life. Even last July, we also successfully held the biggest culinary festival in Bandung entitled CLEO Culinary Festival, which was attended by more than 80,000 people," said Melisa Patricia, CEO of CLEO.
These steps are part of the Company's strategy, which not only focuses on general trade segment, but also developing the modern trade in line with the number of factories and distribution networks that are opened every year throughout Indonesia, along with step by step in increasing of CLEO penetration in each region.
In the last five years, CLEO has opened seven new operating factories and has consistently increased the capacity of its existing plants, as well as added thousands of outlets and distributors so that CLEO products are starting to spread everywhere.
In line with the development of this situation, CLEO's strategy of gaining market share by holding promotions through various events, including being the sole drinking water sponsor at several concerts in various places in Indonesia is also being carried out more and more.
Meanwhile, public enthusiasm for various outdoor activities has resulted in a surge in demand for bottled drinking water to be consumed while traveling. Therefore, in the first half of 2023, CLEO has achieved remarkable growth, surpassing industrial averages, with sales increase of 14.9% YoY, reaching IDR752.3 billion.
On a QoQ basis, the second quarter of 2023 has outperformed the first quarter, recording a 14.6% QoQ surge to IDR401.8 billion. This is in line with the Eid al-Fitr holiday in the second quarter of 2023, which led to increased outdoor activities and had a positive impact on the Company's product demand. On the other hand, CLEO has also successfully reported a 23.2% YoY increase in net profit, reaching IDR126.1 billion, with a net profit margin at its highest level of 16.8% in the first half of 2023.
“One of our key successes in this business venture stems from our relentless commitment to innovation, which involves creating new products innovation, constructing factory facilities, expanding our distribution network, and enhancing the automation and efficiency of each plant. We hope that this continuous positive growth will continue until the end of the year, and continue to be sustainable where people begin to understand the benefits of choosing CLEO as their primary drinking water,” said CLEO President Director, Melisa Patricia.