“ Digital advertisements on websites and social media will be an increasingly important communications tool for our industry going forward in order to expand the consumer and distribution networks. ”
We started in the manufacture of traditional medicated oil and since our establishment; we have expanded upon our product portfolio in order to cater to various target markets. Surabaya Indah Permai has two brands including Gading and Safe Care which caters to different market segments. The Gading brand is tailored more to the traditional use of oils which is more popular in overseas markets whereas Safe Care as the more innovative brand caters to the young Indonesian generation. The main market segment for both products is predominantly women between 25 – 40 years old. Our company strives to offer solutions to our customers hence we manufacture products that are convenient, boasts health benefits, and features an aroma that is appealing to the mass market.
Surabaya Indah Permai has established a company in India through a form of partnership. We have also participated in numerous exhibitions in China and we are looking into various registration processes in order to enter the Chinese market in the future. Moreover, we have a designated seller in Hong Kong and we have generated strong business interests from the Singaporean and Malaysian markets. We are looking into Laos, Vietnam, Thailand, Brunei, India, and the Middle East for our future market expansion given the familiarity of these countries in regards to the natural ingredients that we use such as cajuput oil. The market that is of least interest to our company is Europe because based on our experience, there is reluctance from the market in exploring skin products. Moreover, the European markets’ use of aromatherapy is quite different than in Indonesia hence we would have to work towards introducing the alternative utilisation of aromatherapy.
In terms of certification, we are BPOM, ISO, and CPOTB-certified and moreover, we also have adept professionals with specialisations in quality control and quality assurance as part of our team. When it comes to innovation, we strive towards improving upon our current product portfolio by adding new benefits or value for our consumers. Going forward, we will continue to focus on the factors of convenience, aromatherapy, and the brand designs. Furthermore, we will also utilise natural ingredients that are therapeutic and effective for today’s increasingly mobile society in terms of their lifestyle.
We have established close relations with ITPC and Indonesia’s Trade Ministry hence we have been fortunate in that regard. They have also been quite active in hosting exhibitions overseas thus through our close ties, we are able to be constantly updated on the latest events while also being offered the space to promote our products. Through these events, our company is able to analyse consumer preferences and trends of our products so as to assist us when we decide to enter those markets. We are looking to strengthen our marketing initiatives in Bali due to the number of foreign tourists who recognise our products. I believe that digital advertisements on websites and social media will be an increasingly important communications tool for our industry going forward in order to expand the consumer and distribution networks.
In spite of the economic slowdown, our company was still able to maintain a steady growth in sales. We have an advantage in that our products are not yet known to the market thus bringing about immense opportunities to introduce our goods to new users through our brand activation strategy. Although the slowdown has impacted people’s purchasing power, our product’s price range gives us confidence that we would still be able to generate sales and support growth.
I believe that the government has done a good effort in reducing corruption over the past few years. I also applaud the tax amnesty programme and I hope that the funds from that programme will be realised as a means to benefit Indonesian society.
Costs will be an issue in our industry due to higher taxes among other measures. As such, we will likely have to adjust our pricing in the future to accommodate to the potential change. We will work towards ensuring that our product prices are not too high in order for us to remain competitive in the market. We hope that through the government’s infrastructure plans, logistics costs will decrease hence helping to reduce cost for our company. Additionally, the national infrastructure development projects boast the possibility of improving effectiveness and increasing productivity.
We are open to cooperate with overseas partners who have the capacity to expand our export network. We are also open to technology transfer opportunities given that we are interested to widen our manufacturing capabilities while also remaining enthusiastic in sharing our expertise. One of the ways we can assist overseas companies is through formula creation as well as manufacture of aromatherapy oil. For Surabaya Indah Permai, we prioritise on the project feasibility and trust before starting any partnership because we would like to carry out the role for the long-term.
With the changing lifestyles and preferences of today’s younger generation, companies ought to listen to their demands as well as needs. Industry players should strive to not only offer products but also solutions for consumers. We will continue to uphold this principle as we move forward in our business in order for us to better engage with our consumers.