kondisi pasar dan prospek industri minuman isotonik

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Garis Besar Isi Buku
STUDI TENTANG KONDISI PASAR DAN PROSPEK INDUSTRI
MINUMAN ISOTONIK DI INDONESIA, 2013
Outline of Book Contents
STUDY ON THE MARKET CONDITIONS AND PROSPECTS OF ISOTONIC
DRINKS INDUSTRY IN INDONESIA, 2013
Pelanggan yang kami cintai! Salam sejahtera. Our customers love! Peace.
Semoga kita semua ada dalam lindungan Tuhan! May we all have the divine protection!
Latar Belakang Commercial Global Data Research (CDR) Background of Commercial Global Data Research (CDR)
Kami adalah sebuah lembaga Konsultan, Survey, Riset dan Pelaporan We are an agency consultant, Survey, Research and Reporting in
di bidang data riset secara global, menyajikan berbagai informasi bisnis aktual the areas of global research data, presenting a variety of actual business
yang meliputi sektor industri manufaktur, pertambangan, perbankan, asuransi, information sector includes manufacturing, mining, banking, insurance,
profil perusahaan, studi kelayakan, dan jasa riset lainnya. company profiles, feasibility studies, and other research services.
Kami hadir sebagai mitra konsultan Anda, untuk memberikan We present you as a partner consultant, to provide the actual information
informasi aktual yang Anda perlukan guna menentukan arah kebijakan dalam you need to determine the direction of policy in developing your business.
mengembangkan perusahaan Anda. Salah satu produk buku studi yang kami
One of the products we offer study book for you is: "STUDY ON THE
tawarkan kepada Anda adalah: “BUKU STUDI TENTANG KONDISI PASAR
MARKET CONDITIONS AND PROSPECTS OF ISOTONIC DRINKS
DAN PROSPEK INDUSTRI MINUMAN ISOTONIK DI INDONESIA, 2013”.
Kami tawarkan Buku tersebut kepada Anda seharga Rp. 5.500.000
INDUSTRY IN INDONESIA, 2013”.
(Lima juta lima ratus ribu rupiah) atau US$ 550, guna membantu para We offer these books to you for Rp. 5,500,000 (Five million and
pelaku bisnis pada Industri Minuman Isotonik, membantu para Investor, five hundred thousand rupiahs) or U.S. $ 550, to help businesses in
membantu pihak Perbankan atau Kreditor, dan pihak lainnya yang terkait, Isotonic Drinks Industry, helping investors, helping the banks or creditors,
dengan cara melihat peta kekuatan diantara para pesaing/partner Anda, baik and other parties involved, by looking at the map of power among its
pesaing dari luar negeri maupun dalam negeri, mempelajari perkembangan competitors / your partner, whether competitors from abroad and within the
Ekspor dan Impor produk Minuman Isotonik di Indonesia, mengetahui country, studying the development of the Export and Import products
hambatan dan peluang bagi perusahaan yang kondisinya berfluktuasi, Isotonic Drinks in Indonesia, knowing the obstacles and opportunities for
mengetahui Main Market dari setiap perusahaan Minuman Isotonik, companies whose condition fluctuates, knowing the Main Market of any
mengetahui pangsa pasar luar negeri, mengetahui susunan Direktur dan company Isotonic Drinks, knowing the worldwide markets, knowing
Komisaris, serta informasi lainnya yang perlu Anda ketahui. (terlampir contoh composition of Directors and Commissioners, as well as the other
Profil Perusahaan). information you need to know. (Example attached Company Profiles).
Seberapa besar kontribusi perusahaan Anda dalam meningkatkan How big is your company's contribution in increasing production
kapasitas produksi guna memenuhi pesanan dari para konsumen baik lokal capacity to meet orders from consumers both locally and internationally,
maupun internasional, mencermati setiap peluang yang ada, dan diharapkan looking at every opportunity, and it is hoped to have this book, your
dengan memiliki buku ini, perusahaan Anda menjadi lebih produktif, efisien, company become more productive, efficient, more advanced and compete
lebih maju dan bersaing secara sehat.
fairly.
Kata Pengantar
Saat ini minuman isotonik sedang berkembang pesat di Indonesia Foreword
pada khususnya, dan di seluruh dunia pada umumnya. Minuman isotonik Currently isotonic drinks is growing rapidly in Indonesia in
adalah minuman yang dilengkapi vitamin, berfungsi menggantikan cairan tubuh particular, and the world at large. Isotonic beverage is a drink that has
yang terbuang atau hilang karena aktivitas, sehingga mampu mengembalikan vitamins, function replaces body fluids are wasted or lost due to the
kesegaran tubuh manusia. activity, so as to restore the freshness of the human body.
Cairan dalam tubuh manusia normal membutuhkan cairan dengan The liquid in the normal human body needs fluids to the amount of
jumlah rata-rata 2.000 sampai 2.500 ml untuk menggantikan cairan yang keluar
an average of 2,000 to 2,500 ml to replace the fluid that comes out through
melalui pernafasan, keringat dan urin. Namun jika tubuh melakukan kerja fisik
respiration, sweat and urine. But if the body perform physical labor too
yang terlampau berat atau sedang diare, jumlah cairan yang keluar pun
semakin banyak. Tentu saja akibatnya tubuh menjadi lemah dan mengalami
severe or moderate diarrhea, the amount of fluid that comes out even more
dehidrasi, sehingga tubuh lebih membutuhkan cairan pengganti. Jika tidak and more. Of course, as a result the body becomes weak and dehydrated,
terpenuhi, metabolisme tubuh pun menjadi menurun dan mengganggu proses so the body needs fluid replacement. If not met, the body's metabolism
pencernaan, penyerapan zat-zat gizi, hingga temperatur tubuh yang tidak becomes down and interfere with digestion, absorption of nutrients, to an
stabil. unstable body temperature.
Bagaimana dengan air putih biasa sebagai penggantinya? Ternyata What about plain water instead? Apparently this fluid has not been
cairan ini belum mampu menggantikan cairan tubuh dan elektrolit yang hilang able to replace fluids and electrolytes lost or out of the human body.
atau keluar dari tubuh manusia. Electrolyte itself is a salt solution that is important for the body. If there is
Elektrolit sendiri merupakan larutan garam yang penting bagi tubuh. no solution, the water will not be absorbed perfectly and dehydrating effect
Jika tidak ada larutan ini, air putih tidak akan terserap sempurna dan on the body. Due to lack of sufficient water to meet the needs of the body,
menimbulkan efek dehidrasi pada tubuh. Karena air kurang cukup memenuhi whose composition arose isotonic drinks are designed with the same
kebutuhan tubuh, timbulah minuman isotonik yang komposisinya dirancang osmotic pressure of the blood pressure of the human body. Isotonic drinks
dengan tekanan osmotik sama dengan tekanan darah tubuh manusia. can replace fluids, energy, until the electrolytes lost body.
Minuman isotonik ini bisa menggantikan cairan tubuh, energi, sampai elektrolit
tubuh yang hilang.

2. Komposisi isotonik 98 persen berupa air, 2 persen lainnya berupa ion The composition of isotonic 98 percent in the form of water, such as 2
Natrium Klorida, Kalium Fosfat, Magnesium Sitrat, dan Kalsium Laktat. Fungsi percent Sodium Chloride ion, Potassium Phosphate, Magnesium Citrate, and
ion-ion ini dapat menggantikan elektrolit tubuh yang hilang. Minuman isotonik Calcium Lactate. The function of these ions may replace electrolytes lost body.
juga baik berfungsi sebagai oralit bagi penderita diare, karena tidak Isotonic drinks are also well serve as oralit of diarrhea, because it contains no
mengandung gula. Cairan isotonik ini ternyata juga ampuh untuk mengatasi sugar. Isotonic fluid was also powerful to overcome canker sores and sore
sariawan dan tenggorokan kering. throat.
Latar Belakang Background
Penjualan minuman isotonik mencapai Rp. 4,2 triliun Tahun 2012 Isotonic drink sales reached Rp. 4.2 trillion by 2012
Nilai penjualan minuman isotonik di dalam negeri diprediksi mencapai Isotonic drinks value sales in the country is predicted to reach Rp
Rp 4,2 triliun pada 2012, naik 20% dibandingkan tahun lalu sekitar Rp 3,5 4.2 trillion in 2012, up 20% compared to last year of Rp 3.5 trillion. The
triliun. Kenaikan itu terjadi seiring dengan meningkatnya permintaan increase occurred along with increasing public demand for such products.
masyarakat terhadap produk tersebut. Chairman of the Soft Drinks Industry Association (ASRIM),
Ketua Umum Asosiasi Industri Minuman Ringan (ASRIM), Farchad Farchad Poeradisastra said isotonic beverage industry enjoyed growth.
Poeradisastra mengatakan, industri minuman isotonik menikmati pertumbuhan
"The business has grown steadily, averaging 20% per year," said Farchad
bisnisnya. "Bisnis ini terus tumbuh, rata-rata 20% per tahun," kata Farchad di
in Jakarta.
Jakarta.
Farchad mengatakan, peningkatan bisnis minuman isotonik lebih Farchad said business increased isotonic drinks is higher than the
tinggi dibandingkan pertumbuhan industri minuman di dalam negeri yang growth of the beverage industry in the country which is about 15% per
sekitar 15% per tahun. Saat ini, bisnis minuman isotonik baru mewakili kurang year. Currently, a new isotonic drink business represents less than 10% of
dari 10% seluruh nilai bisnis minuman nasional. the entire national beverage business value.
Beberapa merek minuman isotonik yang beredar di pasar domestik Some outstanding isotonic drink brand in the domestic market is
adalah Pocari Sweat (PT Amerta Indah Otsuka), Mizone (Danone), Vitazone Pocari Sweat (PT Amrita Indah Otsuka), Mizone (Danone), Vitazone
(Mayora), Mari Sweat (PT Ulam Tiba Halim), Powerade Isotonik (PT Coca Cola (Mayora), Mari Sweat (PT Ulam Arriving Halim), Powerade Isotonic (PT
Indonesia), dan lain-lain. Produk-produk tersebut dipasarkan dengan berbagai Coca Cola Indonesia), and others other. These products are marketed
jenis kemasan, seperti sachet dan kaleng, serta dengan target pasar terbagi, under various types of packaging, such as sachets and cans, as well as
mulai dari anak-anak hingga dewasa. the target market is divided, ranging from children to adults.
Menurutnya, minuman isotonik bersama minuman sari buah, kopi, dan According to him, isotonic drinks with fruit juice, coffee and milk
susu siap saji dengan kontribusi sekitar 3% dari pasar minuman ringan ready meals with a contribution of about 3% of the national soft drink
nasional. Produk minuman yang mendominasi adalah Air Minum Dalam market. Beverage products that dominate the Bottled Drinking Water
Kemasan (AMDK) dengan porsi hingga 84%. Produk lainnya yaitu minuman (mineral water) with a share of up to 84%. Other products are ready-
berkarbonasi siap saji memiliki pangsa pasar 4%, dan teh siap saji 9%. carbonated beverage has a market share of 4%, and 9% of tea ready
Saat ini industri minuman isotonik menghadapi tantangan terkait meals.
diterbitkannya Peraturan Kepala Badan Pengawas Obat dan Makanan (BPOM)
Currently isotonic beverage industry challenges related to the
tentang Pengawasan Minuman Olahraga Endurance. Berdasarkan draf
issuance of Regulation of the Head of Drug and Food Supervisory Agency
regulasi yang dikomunikasikan ke industri, BPOM menyalahartikan definisi
(BPOM) regarding Endurance Sports Drinks. Based on the draft regulations are
minuman isotonik.
communicated to the industry, BPOM misinterpret the definition of isotonic
ASRIM menekankan, bahwa minuman isotonik bukanlah minuman
drinks.
energi. BPOM dinilai menyalahartikan definisi tersebut, sehingga mengatur
ASRIM emphasized, that is not isotonic energy drinks. BPOM
minuman isotonik sebagai minuman yang hanya bisa dikonsumsi setelah
assessed misinterpret the definition, thereby regulating isotonic drinks as a
berolahraga berat.
beverage that can only be consumed after strenuous exercise.
"Padahal, minuman isotonik bisa diminum meski hanya bermain catur.
"In fact, isotonic drinks can be taken even just playing chess. Isotonic
Isotonik dengan energy drink atau sport drink berbeda komposisi. Pengaturan
with energy drinks or sport drink different compositions. Settings BPOM will
BPOM ini akan merusak tatanan yang sudah ada, dan pada ujungnya akan
undermine the existing order, and in the end will hurt his business, whose value
mengganggu bisnis yang nilainya sudah mencapai Rp 3,5 triliun tahun lalu,"
has reached Rp 3.5 trillion last year, "Farchad said.
ungkap Farchad.
He hoped there would be a meeting with the BPOM to discuss it.
Dia berharap, akan ada pertemuan dengan BPOM untuk membahas
Currently, the industry is preparing a number of data isotonic supporters to
hal itu. Saat ini, pelaku industri isotonik tengah mempersiapkan sejumlah data
reject the legislation. "While still a draft, we reject the rule is passed," said
pendukung untuk menolak peraturan tersebut." Mumpung masih draf, kami
Farchad.
menolak aturan itu disahkan," tegas Farchad.
He explained that, in the womb, isotonic drinks consist of water, sugar,
Dia menjelaskan, secara kandungan, minuman isotonik terdiri atas air,
and electrolytes. Isotonic drinks do not contain caffeine, while drinks energy
gula, dan elektrolit. Minuman isotonik tidak mengandung kafein, sedangkan
drinks usually contain caffeine and carbohydrates or sugars with a high dose.
minuman energy drink biasanya mengandung kafein dan karbohidrat atau gula
That it contains aims to improve the central nervous system to make people
dengan takaran tinggi. Adanya kandungan tersebut bertujuan meningkatkan
stay awake and have more energy to make a strong move in the long term.
sistem syaraf pusat untuk membuat orang tetap terjaga dan memiliki tambahan
"Obviously not the same isotonic energy drinks and sports drinks
energi yang dapat membuat orang kuat beraktivitas dalam jangka waktu lama.
endurance," said Farchad.
"Jelas isotonik tidak sama dengan energy drink dan sport drink
Meanwhile Farchad optimistic, rising prices of fuel oil (BBM) will not
endurance," kata Farchad.
have a significant impact on the consumption of soft drinks in the country.
Sementara itu Farchad optimis, kenaikan harga Bahan Bakar Minyak
Although admittedly, consumer behavior will be slightly changed.
(BBM) tidak akan berdampak signifikan terhadap konsumsi minuman ringan di
"The point is the choice. Consumers will choose, which product would
dalam negeri. Meski diakui, perilaku konsumen akan sedikit berubah.
be consumed by financial capabilities," said Farchad.
"Intinya adalah pilihan. Konsumen akan memilih, produk mana yang
Farchad rate, producers will consider many factors before raising
bakal dikonsumsi berdasarkan kemampuan finansialnya," kata Farchad.
prices, which is related to the price of raw materials, packaging, to exchange
Farchad menilai, produsen akan mempertimbangkan banyak faktor
rate fluctuations. "Many factors are considered manufacturers. Not
sebelum menaikkan harga, yakni terkait harga bahan baku, kemasan, hingga
automatically went up as fuel prices rise," said Farchad.
fluktuasi kurs. "Banyak faktor yang diperhitungkan produsen. Tidak otomatis
Director General of the Ministry of Agro Industry (Ministry of Industry),
langsung naik begitu harga BBM naik," kata Farchad.
Benny Wachyudi previously said, the increase in fuel prices will not have a
Dirjen Industri Agro Kementerian Perindustrian (KEMENPERIN),
significant impact on the food and beverage industry (Mamin). However, the
Benny Wachyudi sebelumnya mengatakan, peningkatan harga BBM tidak akan
increase will be more impact to the consumer.
berdampak signifikan terhadap industri makanan dan minuman (Mamin).
Namun, kenaikan itu akan lebih berdampak ke konsumen.
Table
Development of production, Export-Import and Supply
Tabel
Isotonic beverage industry (in liters), 2008-2013
Perkembangan produksi, Ekspor-Impor dan Suplai
Industri minuman isotonik (dalam liter), 2008-2013 Production Value Growth
Year Export Import Supply
Kapasitas Nilai Growth capacity (Rp) (%)
Tahun Ekspor Impor Suplai
produksi (Rp) (%) 2008 74.825.680 1,1 Triliun 7.075.557 8.551.628 76.301.752
2008 74.825.680 1,1 Triliun 7.075.557 8.551.628 76.301.752 2009 86.049.532 1,2 Triliun 8.136.891 9.834.373 87.747.015
2009 86.049.532 1,2 Triliun 8.136.891 9.834.373 87.747.015 2010 103.259.438 1,5 Triliun 9.764.269 11.801.247 105.296.417
15-20
2010 103.259.438 1,5 Triliun 9.764.269 11.801.247 105.296.417 2011 123.911.325 3,5 Triliun 11.717.122 14.161.497 126.355.700
15-20
2011 123.911.325 3,5 Triliun 11.717.122 14.161.497 126.355.700 2012 148.693.590 4,2 Triliun 14.060.547 16.993.796 151.626.840
2012 148.693.590 4,2 Triliun 14.060.547 16.993.796 151.626.840 2013* 170.997.628 4,8 Triliun 16.169.629 19.542.866 174.370.866
2013* 170.997.628 4,8 Triliun 16.169.629 19.542.866 174.370.866 Source: Planning & Analysis Division of PT. Amerta Indah Otsuka (processing)
Sumber: Planning & Analysis Division PT. Amerta Indah Otsuka (diolah) * Estimated
* Perkiraan

3. DAFTAR ISI LIST OF CONTENTS
BAB I PENDAHULUAN CHAPTER I INTRODUCTION
1.1. Latar Belakang 1.1. Background
1.2. Iklim tropis di Indonesia turut mendukung produk 1.2. Tropical climate in Indonesia contributed to the
Beverages products Beverages
1.3. Persepsi masyarakat terhadap minuman Isotonik 1.3. Isotonic drinks people's perception of increased
meningkat 1.4. Development of production, import and export supply
1.4. Perkembangan produksi, ekspor impor dan suplai minuman Isotonic drinks
Isotonik 1.5. Volume and market value isotonic beverage
1.5. Volume dan nilai pasar produsen minuman isotonik, 2012 producers, 2012
BAB II PERTUMBUHAN PEREKONOMIAN, INFLASI DAN PENDUDUK CHAPTER II ECONOMIC GROWTH, INFLATION AND POPULATION
INDONESIA INDONESIA
2.1. Pertumbuhan Ekonomi Indonesia Triwulan I-2012 2.1. Indonesia Economic Growth in Quarter I-2012
2.1.1. Nilai PDB menurut lapangan usaha Triwulan I- 2.1.1. GDP by economic activities Quarter I-2011,
2011, Triwulan IV-2011, dan Triwulan I-2012 Quarter IV-2011, and First Quarter-2012
2.1.2. Pertumbuhan Ekonomi Triwulan I-2012 2.1.2. Economic Growth in Quarter I-2012
2.1.3. Struktur PDB menurut lapangan usaha 2.1.3. Structure of GDP by economic activities
Triwulan I-2012 Quarter I-2012
2.1.4. PDB menurut pengeluaran Triwulan I-2012 2.1.4. GDP by expenditure Quarter I-2012
2.1.5. Profil Spasial Perekonomian Indonesia menurut 2.1.5. Spatial Profile of Indonesia's economy by
Kelompok Provinsi Triwulan I-2012 Provincial Group Quarter I-2012
2.2. Perkembangan Indeks Harga Konsumen / Inflasi 2.2. Developments in the Consumer Price Index / Inflation
2.2.1. Uraian menurut Kelompok Pengeluaran 2.2.1. Description of Expenditure by Group
2.2.2. Perbandingan Inflasi Tahunan 2.2.2. Comparison of Annual Inflation
2.2.3. Inflasi Komponen Inti Mei 2012 2.2.3. Inflation in May 2012 Core Components
2.3. Pertumbuhan Ekonomi Indonesia Triwulan II-2012 2.3. Indonesia Economic Growth Quarter-2012
2.3.1. Besaran PDB atas dasar harga berlaku dan harga 2.3.1. The amount of GDP at current prices and
konstan 2000 Triwulan I dan II-2012 constant prices in 2000 Quarter I and II-
2.3.2. Struktur PDB menurut lapangan usaha Triwulan I 2012
dan II Tahun 2011-2012 2.3.2. Structure of GDP by economic activities and
2.3.3. PDB menurut pengeluaran Triwulan II-2012 Second Quarter of the Year 2011-2012
2.3.4. Profil Spasial Ekonomi Indonesia menurut 2.3.3. GDP by expenditure in Quarter II-2012
Kelompok Provinsi Triwulan II-2012 2.3.4. Spatial Profile of Indonesia Economic
2.3.5. Perkembangan Indeks Harga Perdagangan Besar Quarterly Province by Group II-2012
2.4. Perkembangan Ekspor dan Impor Indonesia Juni 2012 2.3.5. Development of Wholesale Price Index
2.5. Pertambahan penduduk di Indonesia semakin 2.4. Development of Export and Import Indonesia June
memprihatinkan, tetapi menjanjikan! 2012
2.6. Pertumbuhan ekonomi Indonesia tahun 2013 diperkirakan 2.5. Population growth in Indonesia has become a
tumbuh 6,8% concern, but promising!
2.6. Indonesia's economic growth in 2013 is estimated
BAB III CARA KERJA MINUMAN ISOTONIK grew 6.8%
3.1. Tingkat kebutuhan konsumsi minuman Isotonik
3.2. Peranan cairan pada tubuh manusia CHAPTER III HOW TO WORK ISOTONIC DRINKS
3.3. Komposisi minuman Isotonik 240-349 mOsm 3.1. Isotonic drinks consumption levels
3.4. Komponen minuman isotonik 3.2. The role of fluids in the human body
3.5. Manfaat minuman Isotonik 3.3. Isotonic drinks Composition 240-349 mOsm
3.6. Efek kesehatan minuman isotonik 3.4. Components isotonic drinks
3.7. Minuman Isotonik dikhususkan bagi para atlet dan pekerja 3.5. Benefits of Isotonic drinks
keras 3.6. Health effects of isotonic drinks
3.8. Sebaiknya konsumsi minuman Isotonik secara teratur 3.7. Isotonic drinks reserved for athletes and hard
workers
BAB IV BAHAN BAKU MINUMAN ISOTONIK DAN MANFAATNYA 3.8. We recommend regular Isotonic drink consumption
4.1. Pentingkah minuman isotonik dan berenergi?
4.2. Mengapa kita perlu minuman Isotonik? CHAPTER IV RAW MATERIALS AND BENEFITS ISOTONIC DRINKS
4.3. Proses pengolahan air pada minuman Isotonik 4.1. Important is isotonic and energy drinks?
4.4. Bahan pengawet natrium benzoat dalam minuman isotonik 4.2. Why do we need Isotonic drinks?
4.5. Pemakaian natrium benzoat dalam minuman Isotonik 4.3. Process water treatment in Isotonic drinks
4.6. Penanggulangan terhadap dampak pemakaian Natrium 4.4. Preservative sodium benzoate in isotonic
Benzoat 4.5. The use of sodium benzoate in beverages Isotonic
4.7. Langkah memilih makanan yang aman untuk dikonsumsi 4.6. Response to the impact of the use of Sodium
4.8. Distributor kalsium karbonat di Indonesia Benzoate
4.7. Steps to choose foods that are safe for consumption
BAB V KEMASAN MINUMAN ISOTONIK 4.8. Distributor of calcium carbonate in Indonesia
5.1. Fungsi dan peranan kemasan
5.1.1. Klasifikasi kemasan CHAPTER V PACKAGING OF ISOTONIC DRINKS
5.2. Kemasan plastik 5.1. The function and role of packaging
5.2.1. Potensi migrasi bahan kimia dari kemasan plastik 5.1.1. Classification packaging
pada pangan dan efeknya terhadap kesehatan 5.2. Plastic Packaging
5.2.2. Penggunaan plastik yang aman 5.2.1. Potential migration of chemicals from plastic
5.2.3. Pengenalan berbagai jenis kemasan plastik packaging in food and their effects on health
5.3. Kemasan kaleng 5.2.2. The use of safe plastic
5.4. Kemasan gelas 5.2.3. The introduction of various kinds of plastic
5.4.1. Sejarah perkembangan gelas containers
5.4.2. Karakteristik kimia dan fisik 5.3. Cans
5.5. Analisa kompetitor kemasan 5.4. Glass packaging
5.6. Peluang usaha industri kemasan 5.4.1. History of glass
5.4.2. Chemical and physical characteristics
BAB VI STANDAR NASIONAL INDONESIA (SNI) 5.5. Analysis of competitors packaging
5.6. Industrial packaging business opportunity
CHAPTER VI INDONESIAN NATIONAL STANDARD (SNI)

4. BAB VII KONDISI PASAR DAN PROSPEK MINUMAN ISOTONIK CHAPTER VII THE MARKET CONDITIONS AND PROSPECT OF ISOTONIC
7.1. Minuman Isotonik semakin digemari masyarakat DRINKS
7.2. Penjualan minuman isotonik ditargetkan tumbuh 15%-20% 7.1. Isotonic Drinks increasingly popular society
7.3. Pocari Sweat mendominasi pasar minuman Isotonik 7.2. Sales isotonic beverage targeted to grow 15% -20%
7.3.1. Market size Pocari Sweat tahun 2011 mencapai 7.3. Pocari Sweat Isotonic drinks dominate the market
lebih dari Rp 2 triliun 7.3.1. Pocari Sweat Market size in 2011 reached
7.3.2. Bukti konkrit kepedulian PT AIO terhadap more than Rp 2 trillion
7.3.2. AIO PT concrete evidence concern for the
lingkungan
environment
7.3.3. Kontribusi Pocari Sweat bagi Indonesia
7.3.3. Pocari Sweat Contribution to Indonesia
7.4. Konsumsi minuman berkarbonasi di Indonesia baru 33 liter 7.4. Consumption of carbonated drinks in Indonesia only 33
per kapita per tahun liters per capita per year
7.4.1. Prospek dan tren industri minuman di Indonesia 7.4.1. Prospects and beverage industry trends in
2012 Indonesia 2012
7.5. Profil beberapa merek minuman isotonik di Indonesia 7.5. Profiles some isotonic drink brand in Indonesia
7.5.1. Pocari Sweat 7.5.1. Pocari Sweat
7.5.2. Mizone 7.5.2. Mizone
7.5.3. Vitazone 7.5.3. Vitazone
7.5.4. Powerade Isotonik 7.5.4. Powerade Isotonic
7.5.5. Fatigon Hydro 7.5.5. Hydro Fatigon
7.5.5.1. Strategi Fatigon Hydro menembus pasar 7.5.5.1. Hydro's strategy to penetrate the
Minuman Isotonik market Fatigon Isotonic Drinks
7.5.6. 7Up Revive 7.5.6. 7Up Revive
7.5.7. Zporto (Peluang dan tantangan bagi Zporto) 7.5.7. Zporto (Opportunities and challenges for
7.5.8. Aquasiat Zporto)
7.5.8. Aquasiat
7.5.9. YOU C 1000
7.5.9. YOU C 1000
7.5.10. Gatorade
7.5.10. Gatorade
7.5.11. Viton isotonic drink 7.5.11. Viton isotonic drink
7.5.12. L-Men IsoPower 7.5.12. L-Men IsoPower
7.5.13. ProSweat 7.5.13. ProSweat
7.5.14. Kratingdaeng 7.5.14. Red Bull
7.5.15. Hemaviton 7.5.15. Hemaviton
7.5.16. Fit-Up 7.5.16. Fit-Up
7.5.17. M-150 7.5.17. M-150
7.5.18. Extra Joss 7.5.18. Extra Joss
7.6. Minuman isotonik versus minuman energy 7.6. Isotonic versus energy drinks
7.6.1. Market size minuman Isotonik dan Energy Drink 7.6.1. Market size and Isotonic drinks Energy Drink
7.6.2. Daftar minuman energi impor 7.6.2. List of imported energy drinks
7.7. Penjualan minuman ringan sentuh Rp 200 triliun 7.7. Sales of soft drinks touch Rp 200 trillion
7.8. 100 Plus, ramaikan pasar minuman isotonik Indonesia 7.8. 100 Plus, isotonic drinks market ramaikan Indonesia
7.9. Strategi pemasaran minuman isotonic 7.9. Isotonic beverage marketing strategy
7.9.1. Pocari Sweat 7.9.1. Pocari Sweat
7.9.2. Mizone
7.9.2. Mizone
7.10. Isotonic drinks market by storm creative campaign
7.10. Menggempur pasar minuman Isotonik dengan kampanye
7.11. Isotonic drinks market analysis
kreatif 7.11.1. Analysis of consumer and market trends
7.11. Analisa pasar minuman isotonik 7.11.2. SWOT Analysis
7.11.1. Analisa konsumen dan tren pasar 7.11.3. Analysis of the situation
7.11.2. Analisa SWOT 7.12. Kino Sweat, the ideas of an innovator
7.11.3. Analisa situasi 7.12.1. Kino Sweat
7.12. Kino Sweat, hasil pemikiran seorang innovator 7.12.2. Kino business competition in the market
7.12.1. Kino Sweat 7.12.3. Kinosentra innovations create quality products
7.12.2. Persaingan bisnis Kino di pasaran 7.12.4. Coverage Kino Sweat in new markets at 15-
7.12.3. Kinosentra inovasi ciptakan produk berkualitas 20%
7.12.4. Coverage Kino Sweat di pasar baru mencapai 15- 7.13. Vitazone consumer crosshairs new drinkers
20% 7.14. Intense competition, get rid of some manufacturers
7.13. Vitazone bidik konsumen peminum baru isotonic
7.14. Persaingan yang ketat, singkirkan beberapa produsen 7.15. Beverage ad spending continues to rise
isotonik 7.16. Prospects isotonic drink coconut water
7.15. Belanja iklan minuman terus meningkat 7.16.1. Economical and profitable
7.16.2. Potential development
7.16. Prospek minuman isotonik air kelapa
7.16.3. Can coconut milk be a trend in Indonesia?
7.16.1. Ekonomis dan menguntungkan
7.16.4. Coconut water as a natural isotonic beverage
7.16.2. Potensi pengembangan 7.17. Appears Sido strategy "Me Too Vitamin C"
7.16.3. Dapatkah air kelapa menjadi trend di Indonesia? 7.18. Seven manufacturers of food and beverage and
7.16.4. Air kelapa muda sebagai minuman isotonik alami pharmaceutical industries to expand and acquisitions
7.17. Strategi Sido Muncul “Me Too Vitamin C” worth 3.5 trillion rupiah
7.18. Tujuh produsen makanan dan minuman serta farmasi 7.18.1. Challenges of Expansion
lakukan ekspansi dan akuisisi senilai 3,5 Triliun Rupiah 7.18.2. Fierce competition
7.18.1. Tantangan Ekspansi 7.19. Competitive landscape isotonic drinks (Mizone major
7.18.2. Persaingan ketat competitors Pocari Sweat)
7.19. Peta persaingan minuman isotonik (Mizone pesaing utama 7.20. Sales continue to rise Marimas
Pocari Sweat) 7.21. Export isotonic vitamin young
7.20. Penjualan Marimas terus meningkat 7.22. The importance of the selection of Flavor for Beverages
7.21. Ekspor minuman isotonik bervitamin masih kecil products
7.22. Pentingnya pemilihan Flavor untuk produk Minuman 7.22.1. The development of today's beverage berflavor
7.22.1. Perkembangan minuman berflavor dewasa ini 7.22.2. Technical guidelines for product applications
7.22.2. Rambu-rambu teknis aplikasi perisa untuk produk Perisa Drinks
7.22.3. Challenges in the use of flavors for beverage
Minuman
products
7.22.3. Tantangan dalam penggunaan flavor untuk produk
7.23. Market Overview Coca Cola Amatil (CCA)
minuman 7.23.1. This shift continues a package way reflect
7.23. Tinjauan pasar Coca Cola Amatil (CCA) consumer preferences
7.23.1. Pergeseran terus satu paket cara mencerminkan 7.23.2. New flavors in PET Tea and Juice has
preferensi konsumen encouraged the growth of
7.23.2. Rasa baru pada PET Tea and Juice telah 7.23.3. Packaging / Innovation taste in PET CSD
mendorong pertumbuhan raises sustainable grow
7.23.3. Kemasan / Inovasi rasa pada PET CSD
menimbulkan pertumbuhan berkelanjutan

5. 7.23.4. Air sangat penting, memungkinkan untuk 7.23.4. Water is very important, it allows for the
melengkapi portofolio minuman CCA complete portfolio of beverages CCA
7.23.5. Inovasi baru 7.23.5. New innovations
7.23.6. Visi bersama selaras dan rencana pemasaran 7.23.6. Shared vision and marketing plans aligned
untuk Indonesia dengan TCCC to Indonesia with TCCC
7.23.7. CCA terus mendominasi landscape saluran ritel 7.23.7. CCA continues to dominate the landscape of
modern modern retail channels
7.23.8. Peluang untuk memperluas ke basis perdagangan 7.23.8. Opportunities to expand the base of public
umum trading
7.23.9. Penempatan minuman dingin terus dilakukan 7.23.9. The placement of cool drinks continue to be
secara agresif aggressive
7.24. Tinjauan logistik Coca-Cola Amatil 7.24. Overview logistics Coca-Cola Amatil
7.24.1. Tantangan signifikan bagi setiap pemain di pasar 7.24.1. Significant challenge for every player in the
Indonesia Indonesian market
7.24.2. Produksi & logistik jaringan membuat CCA sebagai 7.24.2. Production and logistics network makes
pemimpin di FMCG CCA as a leader in the FMCG
7.24.3. Produksi yang sangat kompleks dan jaringan 7.24.3. Production of highly complex and logistic
logistic network
7.25. Tinjauan manufaktur CCA 7.25. Overview manufacturing CCA
7.25.1. Fasilitas manufaktur minuman kelas Dunia 7.25.1. World class beverage manufacturing facility
didirikan was established
7.25.2. Injection molding 7.25.2. Injection molding
7.25.3. Membangun kemandirian dan mitigasi risiko 7.25.3. Building self-reliance and risk mitigation
7.26. Tinjauan pertumbuhan Coca-Cola Amatil 7.26. Overview growth of Coca-Cola Amatil
7.27. Indonesia, pasar yang menjanjikan untuk Industri minuman 7.27. Indonesia, a promising market for the drinks industry
7.27.1. Jenis minuman yang dikonsumsi orang Indonesia 7.27.1. Type of beverage consumed Indonesia
7.27.2. Pasar yang menjanjikan 7.27.2. Promising market
7.27.3. Urbanisasi 7.27.3. Urbanization
7.28. PT. Bintang Toedjoe menjadi tolok ukur bagi perusahaan 7.28. PT. Bintang Toedjoe a benchmark for other
lain companies
7.29. Bentuk umum kemasan minuman isotonik 7.29. The general form of isotonic beverage packaging
7.30. Melihat konsumsi per kapita minuman sari buah 7.30. See per capita consumption of fruit drinks
7.31. Melihat produksi dan konsumsi Air Minum Dalam Kemasan 7.31. Seeing the production and consumption of Bottled
di Indonesia Drinking Water in Indonesia
7.32. Melihat volume penjualan air minuman kemasan di 7.32. Seeing the sales volume of water beverage
Indonesia packaging in Indonesia
7.33. Daftar harga aneka minuman di Indonesia, 2012 7.33. List price of drinks in Indonesia, 2012
7.34. Tinjauan pasar, bisnis, keuangan dan aksi korporasi 7.34. Market Overview, business, financial and corporate
KALBE actions KALBE
BAB VIII PETA INDUSTRI MINUMAN KESEHATAN CHAPTER VIII MAP INDUSTRIAL HEALTH DRINK
8.1. Struktur Pasar 8.1. Market Structure
8.2. Perilaku pasar 8.2. Market behavior
8.3. Kondisi pasar industri minuman kesehatan 8.3. Health drink industry market conditions
8.4. Perilaku para pemain dalam perspektif permainan teori 8.4. The behavior of the players in a game theory
8.5. Strategi penetapan harga perspective
8.5. Pricing strategy
BAB IX KONDISI PASAR INDUSTRI MINUMAN DI BEBERAPA
NEGARA CHAPTER IX BEVERAGE INDUSTRY MARKET CONDITIONS IN SOME
9.1. Pasar Amerika Serikat STATE
9.1.1. Perkembangan global industri minuman ringan 9.1. The U.S. market
9.1.2. Tahun 2013, trend untuk industri makanan dan 9.1.1. The development of global soft drink
minuman industry
9.1.3. Yang terbaik dari minuman olahraga di Amerika 9.1.2. In 2013, the trend for the food and beverage
Serikat industry
9.1.4. Powerade Zero, Penjualan minuman olahraga non- 9.1.3. The best of sports drinks in the United
aseptik meningkat 6,8 persen States
9.1.5. Minuman energi: Penilaian ukuran pasar, 9.1.4. Powerade Zero, sales of non-aseptic sports
demografi konsumen, profil bahan, fungsi, dan drinks increased by 6.8 percent
peraturan di AS 9.1.5. Energy drinks: Assessment of market size,
9.1.5.1. Ukuran pasar consumer demographics, ingredient profile,
9.1.5.2. Target populasi function, and regulation in the U.S.
9.1.5.3. Dampak perilaku konsumsi minuman 9.1.5.1. The market size
energi 9.1.5.2. Target population
9.1.5.4. Keselamatan dan peraturan 9.1.5.3. The impact of energy drink
9.1.5.5. Perspektif consumption behavior
9.1.6. Pembagian pasar Minuman ringan di Amerika 9.1.5.4. Safety and regulations
Latin 9.1.5.5. Perspective
9.1.7. Indeks pertumbuhan karbonat di Amerika Latin 9.1.6. Soft drinks market share in Latin America
9.1.8. 10 Minuman olahraga non-aseptik dan nilai 9.1.7. Index carbonate growth in Latin America
penjualannya di Amerika Serikat, 2012 9.1.8. 10 Sports drinks non-aseptic and its sales in
9.2. Pasar India the United States, 2012
9.2.1. Coca-Cola mendapat sambutan untuk minuman 9.2. Indian Market
energi di pasar India 9.2.1. Coca-Cola received for energy drinks in the
9.2.2. Minuman olahraga - sebuah Emerging Market Indian market
9.2.2. Sports drinks - an Emerging Market
9.2.3. Peluang dan tantangan minuman olahraga di
9.2.3. Opportunities and challenges in the Indian
pasar India
market sports drinks
9.3. Pasar Kanada 9.3. Canadian Markets
9.3.1. Asosiasi Minuman Kanada mendukung regs 9.3.1. Beverage Association of Canada supports new
minuman energi baru energy drink regs
9.3.2. Kualitas dan karakteristik minuman ringan di 9.3.2. The quality and characteristics of the soft
Kanada drinks in Canada
9.3.3. Makanan dan minuman Indonesia jajal pasar 9.3.3. Food and beverage Indonesia try Canadian
Kanada market
9.4. Pasar Perancis 9.4. French Market

6. 9.4.1. Trend 9.4.1. Trend
9.4.2. Red Bull dan Coca Cola kuasai pasar minuman di 9.4.2. Red Bull and Coca Cola controlled drinks
Perancis market in France
9.4.3. Prospek 9.4.3. Prospect
9.5. Pasar Swedia 9.5. Swedish market
9.5.1. Konsumen perempuan target inovasi minuman 9.5.1. Innovation targets female consumers of energy
energi di Swedia drinks in Sweden
9.5.2. Sales of soft drinks in Sweden reached $ 3
9.5.2. Penjualan minuman ringan di Swedia mencapai $
billion in 2010
3 miliar pada tahun 2010
9.6. The UK market
9.6. Pasar Inggris 9.6.1. Statistics soft drink consumption by sector,
9.6.1. Statistik konsumsi minuman ringan per sektor, 2005-2011
2005-2011 9.6.2. Long-term commitment Coca-Cola Company
9.6.2. Komitmen jangka panjang Perusahaan Coca-Cola 9.6.3. Statistics soft drink consumption in the United
9.6.3. Statistik konsumsi minuman ringan di Inggris, Kingdom, 2005-2011
2005-2011 9.6.4. Statistics bottled water consumption in the UK,
9.6.4. Statistik konsumsi botol air di Inggris, 2005-2011 2005-2011
9.6.5. Statistik konsumsi karbonat di Inggris, 2005-2011 9.6.5. Statistics carbonate consumption in Britain,
9.6.6. Statistik konsumsi dilutables di Inggris, 2005-2011 2005-2011
9.6.7. Statistik konsumsi jus buah dan smoothie di 9.6.6. Statistics dilutables consumption in Britain,
Inggris, 2005-2011 2005-2011
9.6.8. Statistik konsumsi still dan jus minuman di Inggris, 9.6.7. Statistics fruit juice and smoothie consumption
2005-2011 in Britain, 2005-2011
9.6.9. Statistik konsumsi minuman olahraga dan energi di 9.6.8. Statistics still and juice drinks consumption in
Inggris, 2005-2011 the UK, 2005-2011
9.6.9. Statistics sports drinks and energy
9.7. Top 10 pemasaran Vodka dengan perkiraan pertumbuhan
consumption in the UK, 2005-2011
mutlak melawan peringkat minuman energi Global
9.7. Top 10 marketing Vodka with absolute growth forecasts
9.8. Pasar industri minuman dunia, berdasarkan CAGR, 2005- against Global energy drink ratings
2010 (%) 9.8. The beverage market world, based on CAGR, 2005-
9.9. Industri makanan olahan dan minuman di Hong Kong, 2012 2010 (%)
9.9.1. Fitur Industri 9.9. Processed food and beverage industry in Hong Kong,
9.9.2. Kinerja ekspor makanan olahan dan minuman di 2012
Hong Kong 9.9.1. Features Industry
9.9.3. Saluran penjualan 9.9.2. The export performance of processed foods
9.9.3. Trend industry and beverages in Hong Kong
9.9.4. Top 15 Impor makanan dan minuman di Hong 9.9.3. Sales channels
Kong 9.9.3. Trend industry
9.9.5. Persyaratan perdagangan global, mempengaruhi 9.9.4. Top 15 Imports of food and beverages in Hong
kinerja ekspor makanan olahan dan minuman Kong
9.9.6. Trend produk 9.9.5. Requirements of global trade, affecting export
performance of processed foods and
BAB X TINJAUAN EKONOMI INDONESIA TAHUN 2012-2013 beverages
9.9.6. Trend products
10.1. Pertumbuhan-Sisi Permintaan
10.2. Pertumbuhan-Sisi Penawaran
CHAPTER X INDONESIA ECONOMIC REVIEW OF 2012-2013
10.3. Moneter dan Nilai Tukar
10.1. Demand-Side Growth
10.4. Bank Indonesia perkirakan pertumbuhan ekonomi 2013
10.2. Growth-Supply Side
maksimal 6,3% 10.3. Monetary and Exchange Rate
10.4. Bank Indonesia predicted 2013 growth of 6.3%
BAB XI PERKEMBANGAN EKSPOR-IMPOR INDUSTRI MINUMAN, maximum
2008-2012
11.1. Perkembangan Ekspor Minuman menurut Komoditi, 2008- CHAPTER XI DEVELOPMENT OF EXPORT-IMPORT DRINKS
2012 INDUSTRY, 2008-2012
11.2. Perkembangan Ekspor Minuman menurut Bulan, 2012 11.1. Drink Exports by Commodity, 2008-2012
11.3. Perkembangan Ekspor Minuman menurut Pelabuhan, 2012 11.2. Drink Exports by Month, 2012
11.4. Perkembangan Ekspor Minuman menurut Negara, 2012 11.3. Drink Exports by port, 2012
11.5. Perkembangan impor minuman menurut komoditi, 2008- 11.4. Drink Exports by Country, 2012
2012 11.5. Development of beverage imports by commodities,
11.6. Perkembangan Impor Minuman menurut Pelabuhan, 2012 2008-2012
11.7. Perkembangan Impor Minuman menurut Bulan, 2012 11.6. Development of Imported Drinks by the Port, 2012
11.8. Perkembangan Impor Minuman menurut Negara, 2012 11.7. Development of Beverage Imports by Month, 2012
11.9. Perkembangan ekspor beverages Indonesia menurut HS 11.8. Development of Beverage Imports by Country, 2012
Code 11.9. Development of beverages Indonesia exports by HS
11.10. Perkembangan impor beverages Indonesia menurut HS Code
Code 11.10. Development of Indonesia imported beverages by HS
Code
BAB XII PROSPEK PERTUMBUHAN INVESTASI INDUSTRI MINUMAN DI
CHAPTER XII BEVERAGE INDUSTRY INVESTMENT GROWTH
INDONESIA
PROSPECTS IN INDONESIA
12.1. Pertumbuhan PDB Indonesia sangat kuat dan konsisten,
12.1. Indonesia's GDP growth is very strong and
rata-rata 5,9% selama 5 tahun terakhir dan diperkirakan
consistent, averaging 5.9% over the last 5 years and
lebih dari 6% pada 2013
is estimated at more than 6% in 2013
12.2. Stabilitas politik dan agenda reformasi Indonesia positif
12.2. Political stability and positive reform agenda
telah menarik investasi asing secara signifikan
Indonesia has attracted significant foreign investment
12.3. Selama 5 tahun terakhir jumlah konsumen 'AB' telah
12.3. Over the last 5 years the number of consumers 'AB'
berlipat ganda menjadi 48m dan populasi konsumen 'C'
has doubled to 48m and consumer populations 'C'
telah berkembang menjadi lebih dari 100m
has grown to more than 100m
12.4. 30%, atau lebih 70m, konsumen Indonesia usia 12-29
12.4. 30%, or 70m, Indonesian consumers age group 12-
tahun merupakan grup kunci konsumsi minuman ringan
29 years is the key to soft drink consumption
12.5. Hubungan langsung antara pendapatan dan peningkatan
12.5. Direct relationship between income and consumption
konsumsi per kapita pada minuman komersial
per capita increase in commercial beverages
12.6. Pasar Minuman Indonesia komersial skala besar
12.6. Drinks Market Indonesia strongly developed large-
berkembang kuat (12% CAGR)
scale commercial (12% CAGR)
12.7. Tahun 2012, Pertumbuhan volume industri datang dari
12.7. In 2012, industry volume growth coming from isotonic
minuman isotonik, air kemasan dan jus
drinks, bottled water and juices
12.8. Konsumen Indonesia memiliki akses ke berbagai macam
12.8. Indonesian consumers have access to a wide range
Minuman
of drink

7. 12.9. Kompetitif kesamping (landscape) – banyak pesaing pada 12.9. Competitive horizontally (landscape) - lots of
kategori yang spesifik, sedikit pemain besar pada minuman competitors in a specific category, few big players in
beragam the beverage varied
BAB XIII PENUTUP CHAPTER XIII CLOSING
13.1. Kesimpulan 13.1. Conclusion
13.2. Saran 13.2. Suggestion
13.3. Prospek 5 tahun ke depan 13.3. Prospects for the next 5 years
DILENGKAPI DENGAN: DIREKTORI (PROFIL PERUSAHAAN) EQUIPPED WITH: DIRECTORY (COMPANY PROFILES)
Produsen Minuman Isotonik dan Minuman Energy Drink Isotonic and Energy Drink Manufacturers
LAMPIRAN APPENDIX
Regulasi Regulation
SAMPLE OF COMPANY PROFILES
PT. AMERTA INDAH OTSUKA Factory Size : 112,480 m2
Address : MAIN OFFICE Contact Person : Mrs. Pratiwi Juniarsih
Wisma Pondok Indah 1, Lantai 7 Date of Establishment : 1997
Jl. Sultan Iskandar Muda Kav. V-TA Date of Operation
Jakarta 12310 Commencement : 2004
Phones : (021) 7697475 Total Investment : a. Equity Capital - US$ 6,100,000
Fax. : (021) 7697472 b. Re-invested Profit - US$ 400,000
Site. : http://www.aio.co.id/ c. Loan Capital - US$ 7,700,000
http://www.pocarisweat.co.id/ Total Investment - US$ 14,200,000
NORTH BRANCH Capitalization : a. Authorized Capital - US$ 24,000,000
Jl. Rawa Gelam I No. 2 Kawasan Industri b. Issued Capital - US$ 6,079,000
Pulogadung Kel. Jatinegara, Kec. Cakung c. Paid Up Capital - US$ 6,079,000
Jakarta 13930 Sales Turnover : Rp. 2.04 billion
Phones : (021) 46824330, 46824494 Status : Private Limited Company, Foreign Based
Fax. : (021) 4603980 Company
SOUTH BRANCH Category : Foreign Investment Scheme (PMA)
Jl. TB Simatupang No. 45A RT/RW 011/02 Condition of Company : Good
Kelurahan Susukan, Kecamatan Ciracas Line of Business : Soft Drink Processing and Canning
Jakarta Timur Products/Services : Pocari Sweat and Soyjoy
Phones : (021) 87783145 Type of Products : a. Pocari Sweat Powder 15 gr
Fax. : (021) 87783139 b. Pocari Sweat PET 350 ml
EAST BRANCH c. Pocari Sweat PET 500 ml
Jl. Cut Meutia Km. 102 No. 25 Sepanjang Jaya d. Pocari Sweat 2L
Rawa Lumbu, Bekasi Timur 17114 e. Strawberry flavored Soyjoy
Phones : (021) 82416613, 82414815 Production of Capacity : a. Pocari Sweat – 49,590,000 ltrs p.a.
Fax. : (021) 82433954 b. Coffee Esco – 4,000,000 ltrs p.a.
BANDUNG BRANCH c. Tea – 4,000,000 ltrs p.a.
Jl. Terusan Kiara Condong No. 98 B Size Packaging : Can 330 ml, Pet 350 ml, Aseptic 350 ml,
Bandung - Jawa Barat Pet 2000 ml, Aseptic 900 ml, Aseptic 500 ml,
Phones : (022) 7514638, 7514639 Pet 500 ml and Sachet 15 gr
Fax. : (022) 7563344 Brands : Pocari Sweat
WEST BRANCH Permits : a. The President of the Republic Indonesia
Jl. Aster Jawa No. 119 Daan Mogot Raya KM 19 No. B-11/Pres/01/1997
Tangerang 15122 Dated 9 January 1997
Phones : (021) 54390196, 54395916 b. The Capital Investment Coordinating Board
Fax. : (021) 54390197 - No. 74/I/PMA/1997
SURABAYA BRANCH Dated 29 January 1997
Jl. Raya Gedangan No. 214 - No. 1547/III/PMA/1997
Komplek Puri Surya Jaya Sidoarjo 61254 Dated 30 October 1997
Phones : (031) 8012323 - No. 1491/III/PMA/1999
Fax. : (031) 8013154 Dated 15 November 1999
MEDAN BRANCH - No. 76/III/PMA/2000
Jl. Gunung Krakatau Ujung Dated 19 January 2000
Komplek Krakatau Multi Center Blok F - No. 82/II/PMA/2003
Medan - Sumatra Utara 20239 Dated 17 April 2003
Phones : (061) 6645412 - No.170/II/PMA/2004
Fax. : (061) 6641938 Dated 11 October 2004
SINGAPORE REPRESENTATIVE OFFICE Total Employees : + 326 workers
24 Penjuru Road Cwt Commodity, Main Shareholders / : a. PT OTSUKAJAYA INDAH of Indonesia
Level 1Hub#01-06 Singapore 609128 Parent company b. PT MERAPI UTAMA PHARMA of Indonesia
Phones : (65) 62653612 c. PT OTSUKA INDONESIA of Indonesia
Fax. : (65) 62653612 d. PT Masuya Sukses Selaras of Indonesia
e. Yayasan Kesejahteraan Karyawan
Factories PT AMERTA INDAH OTSUKA
SUKABUMI FACTORY (2004) f. Otsuka Pharmaceutical Co. Ltd. of Japan
Jl. Raya Siliwangi KM 28 Desa Kutajaya Bankers : a. The Bank of TOKYO-MITSUBISHI UFJ Ltd.
Kecamatan Cicurug, Kab. Sukabumi 43359 b. PT Bank CENTRAL ASIA Tbk.
Phones : (0266) 733700 Associated Companies : a. PT OTSUKAJAYA INDAH
Fax. : (0266) 733699 b. PT MERAPI UTAMA PHARMA
KEJAYAN FACTORY (2010) c. PT OTSUKA INDONESIA
Jl. Raya Pasuruan - Malang KM 11 d. PT MASUYA SUKSES SELARAS
Desa Pacar Keling, Kecamatan Kejayan e. OTSUKA PHARMACEUTICAL Co. Ltd.,
Kabupaten Pasuruan 67172 (Investment Holding)
Phones : (0343) 414200 Main Markets : Domestic & Export (ASEAN, Midle East)
Fax. : (0343) 414201

8. Certificates/Awards : ISO 22000:2005 certification, complete the halal Pocari Sweat is distributed with a direct distribution system through the
certificate (Certificate Serial Number: branches of PT Amerta Indah Otsuka in Jakarta, Bandung, Medan, and
00120044620607) and ISO 9001 which had use a system of "multi-distribution" by cooperating with local
earlier had distributors in each region. In addition to domestic consumption, Pocari
Supervisory Board : a. Chairman - Mr. Drs. Amir Basir
Sweat Indonesia also exports its products to ASEAN countries and the
b. Member (s) - Mr. Masayuki Umeno
- Mr. I Wayan Sudanta Middle East.
- Mr. Drs. Harry Bagyo
Board of Management : a. President Director - Mr. Yoshihiro Bando In Indonesia, the growth of fast-growing isotonic drinks. "Currently the
b. Director (s) - Mr. Andreas Kostaman average public drinking 2 cans of isotonic drink per year, so the market
- Mrs. Pratiwi Juniarsih is still very open," said Pratiwi.
c. Marketing Manager- Mr. Ricky Suhendar
d. Planning & Analysis Department - Mr. Refrinal In addition, most of the sales are still concentrated in Java. Of sales
Group : Otsuka Pharmaceutical Co., Ltd. data, in 2007 recorded sales of Pocari Sweat 330 ml equivalent of 300
million cans. Increase from the previous year that about 230 million
REMARKS : equivalent to 330 ml cans. In 2008, Pocari growth reached 40% from
PT Amerta Indah Otsuka is part of Otsuka Pharmaceutical Co., Ltd., A 2007 and the target for 2009 is achieving 30% growth from 2008. The
well-known pharmaceutical company in Japan founded in 1989. PT increase is sustained by Pocari Sweat with plans to expand its plant.
Amerta Indah Otsuka is produce nutraceuticals flagship products are "We plan to soon open a factory in East Java," said Pratiwi.
marketed to the targeted marketing strategies and strong distribution
network. PT Amerta Indah Otsuka (AIO), a Japanese isotonic drink factory, re-
build the plant (PET Production Line) are second in Indonesia precisely
And isotonic drinks were introduced commercially in Indonesia initiated in the region Kejayan.
by PT Amerta Indah Otsuka in 1989. At that time, isotonic drinks are
imported in 330 ml cans. Contract packing done in 1990 (tool Standing area is 112,480 m2 of land and a building area of 19,326 m2,
manufacturing), and since that Pocari Sweat is produced in Indonesia the plant will be able to produce 350 ml PET bottles as much as 150
with a small capacity. million / year.
In 1998, Pocari Sweat production capacity increased 3-fold from a year Kejayan isotonic drinks factory has started production this month of
earlier. In 1999 PT Amerta Indah Otsuka stand, and since 2004 Pocari April 2010.
Sweat produced in Sukabumi area - West Java. Now, Pocari Sweat is
produced not less 2.4 million bottles and cans of Pocari Sweat each In the inauguration of isotonic precisely on Wednesday May 26, 2010,
day. the President Director of PT Amerta Indah Otsuka - Mr. Yoshihiro
Bando stated, that this plant we aimed to meet and ensure the
Plant Director PT Amerta Indah Otsuka, Pratiwi Juniarsih, revealed that availability of isotonic beverage products bottled in the country are in
consumers Indonesia initially very difficult to accept Pocari Sweat. "At the final two years has been rapidly increasing its production rate.
that time people still feel" weird "with it," said Pratiwi. However, the The factory was inaugurated by the Deputy Governor of East Java,
flavor is retained as the typical flavor of Pocari Sweat. With education Saifullah Yusuf, attended by Japanese Ambassador to Indonesia Kojiro
and effective marketing strategies, isotonic drinks market continues to Shiojiri, Vice Regent of Pasuruan, Executive Vice President of Otsuka
grow. Consumers are increasingly aware of the importance as a Pharmaceutical Co.. Ltd. - Japan and Head of the Food and Drug
supplier of ion isotonic body. Isotonic osmolarity must have the same Administration RI (POM).
pressure in the cell body. Electrolyte content contained in these drinks
include the cations Na + (21 mEq / l), K + (5 mEq / l), Ca2 + (1 mEq / l), During its development in Indonesia, PT Amerta Indah Otsuka (AIO)
and Mg2 + (0.5 meg / l). While the anion consisting of Cl-(16 mEq / l), has managed to gain international recognition of food safety
Citrate3 + (10 mEq / l), and lactate-(mEq / l). management system that is 14001, OHSAS 18001 and HACCP
certification (Hazard Analysis of Critical Point) based on World Food
Now, other than in cans, isotonic drinks are also available in PET Security Agency regulations.
bottles and powder. Diversification of the package aims to reduce
reliance on the tin. PET bottles are produced in a factory occupies a In addition to developing its manufacturer, PT AIO has also provided
land area of 132 383 m2 and 41 000 m2 of buildings. Pocari Sweat facilities for the community around the factory, as a means of education
while in powder form is created for consumers who need the about plant and mosques around the plant area
practicality of using mixing technology.
VISION
The production process in general is isotonic sugar dissolved in water To be a Brilliant Company by giving the most reliable contribution to
and then heated at a temperature of pasteurization, which then cleared consumers and societies.
up. The solution is then added minerals and flavor, resulting syrup
Pocari. Pocari syrup is then diluted with water, and filled into bottles / MISION
cans in hot conditions (hot filling). Then the bottle is closed (capping). 1. To develop and maintain high quality employees in order to ensure
high quality products.
"The solution should not be rolled over and must be filled," said Pratiwi. 2. To ensure the needs and welfare of consumers and society as the
Shelf life of the Pocari Sweat that has been packaged for packaging is main priority.
8 months and 1 year PET Bottle for packaging cans. With the shelf life, 3. To catch the opportunities in order to create new market for
Pocari Sweat can reach a wide enough area. distributed high quality products to more consumers.
The production process in general is isotonic sugar dissolved in water Certificates
and then heated at a temperature of pasteurization, which then cleared PT. Amerta Indah Otsuka (AIO) is committed to provide the best for the
up. The solution is then added minerals and flavor, resulting syrup consumer and the community in accordance with its mission to become
Pocari. a brilliant company, by providing significant and trusted contribution for
the consumer as well as the community. The commitment is realized
Pratiwi added that the company has received ISO 22000:2005 with the operational activities that uphold quality and standardization,
certification, complete the halal certificate and ISO 9001 which had both local and internationally acclaimed. The commitment and hard
earlier had. Thus, all the raw materials ranging from water, refined work of PT. Amerta Indah Otsuka has been recognized by various
sugar, flavoring, and minerals are always strictly controlled. During the parties through these various certificates as follow: ICSA 2011, SWA,
production process, inspection is also carried out tests involving MUI, Kecelakaan Nihil, ISO 14001:2004, Gubernur Jawa Timur, SGS,
physical, chemical, and microbiological. Badan POM RI, and others.

9. Commercial Global Data Research
Consultant – Survey – Research – Report
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