CIBITUNG. The producer of food and beverages PT Mayora Indah Tbk (MYOR) is aggressively planning business expansion in the sector of packaged drinking water (AMDK).
Next month, MYOR will concurrently operate new two factories of packaged drinking water. Both of the factories will operate packaged drinking water under the brand of Le Minerale. “We target to reach 30%-40% of market shares by operating new factories”, said the President Director of PT Mayora Indah Tbk Andre Sukendra Atmadja at the Industrial Zone MM2100, Cibitung, Monday (7/11).
However, Andre did not reveal the existing MYOR’s market shares. As an information, the two new factories will increase the production capacities of MYOR up to five times. To date, MYOR has just produced one million cartons of packaged drinking water in every month.
The new factories are located in Palembang (South Sumatra) and Cianjur (West Java). Andre said that MYOR has spent a worth of Rp 500 billion and Rp 700 billion investments to build the factories in Palembang and Cianjur, respectively. To date, MYOR has managed three packaged drinking water factories in Pasuruan, Sukabumi, and Makassar. Andre added that the two new factories will be the 23rd and 24th factories managed by MYOR.
MYOR expanded the factories after the company managed increases in the sales of packaged mineral water. However, the company has to struggle to attain customers. As a new player, MYOR has to face competition against the entrenched players, which control the distribution chains.
Andre added, MYOR has prepared appropriate marketing strategy to compete in the market, including by directly communicating with the consumers. Andre claimed that MYOR’s product has advantages than the competitors’. “Le Minerale has sweet after taste, as its mineral contents”, Andre said.
Although positive, Le Minerale sales have minor contributions to the total sales of Mayora.
(Muhammad Farid/Translator)
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