Liabilitas 578debad0b936a1032ace8fbde4cb760
49
2012 Annual Report
• PT Mandom Indonesia Tbk
TINJAUAN PEMASARAN
Penjualan Domestik
Produk Domestik Bruto PDB per kapita Indonesia di tahun 2012 telah menyentuh angka Rp 33,3 juta dan pertumbuhan
ekonomi sebesar 6,3. Pertumbuhan ekonomi masih ditopang oleh permintaan domestik yang cukup kuat dan
potensi membaiknya ekspor meskipun masih dibayangi oleh ketidakpastian perekonomian global. Pertumbuhan ini juga
didukung oleh masih cukup kuatnya sumber pertumbuhan ekonomi daerah, khususnya di Kawasan Timur Indonesia KTI
dan juga pulau Jawa. Jumlah ritel modern tumbuh cukup tinggi yaitu di kisaran
angka 10–15 didorong oleh meningkatnya jumlah golongan menengah di Indonesia. Perkembangan ritel modern menjadi
perhatian khusus bagi Perseroan dan untuk itu telah dilakukan beberapa aktivitas untuk mendukung penjualan Perseroan
di ritel modern seperti Target Sales, Kontes Pajang, dan Time Service.
Namun demikian, Perseroan juga terus mengembangkan pasar tradisional yang memberikan kontribusi cukup besar
bagi penjualan Perseroan. Beberapa aktivitas telah dilakukan seperti “A-Rank Program” dan “B-Rank Program” yang ditujukan
bagi toko grosir dan toko semi-grosir. Selain itu, Perseroan terus menambah titik distribusi sebagai
upaya pengembangan wilayah distribusi. Usaha ini dilakukan dengan membentuk Point of Distribution di Wilayah Leuwiliang
- Bogor, Luwuk - Palu, Wanci - Bau Bau, Dompu - Sumbawa, dan Kota Bumi - Lampung.
Analisis Pembahasan Manajemen
Management Discussion and Analysis
MARKETING REVIEW
Domestic sales
Indonesia’s Gross Domestic Product GDP per capita in 2012 has reached Rp 33.3 million and economic growth was 6.3.
Economic growth is still maintained by strong domestic consumption and the potential improvement of exports,
despite continued threats of global economic uncertainty. This is also supported by the regional economy, which remains
strong, especially in the Eastern Region of Indonesia Kawasan Timur Indonesia
– KTI and Java.
The number of modern retail grew relatively high at a range of 10-15 due to the increasing number of middle class
consumer in Indonesia. The expansion of modern retail has been a particular concern of the Company and therefore
several activities such as Target Sales, Display Contest, and Time Service, had been carried out to support the Company’s sales in
modern market. However, the Company also continues to improve its sales in
traditional market which has been a signiicant contributor to the Company’s sales. Some activities such as “A-Rank Program”
and “B-Rank Program” had been done targeting wholesalers and semi-wholesalers.
Besides that, the Company keeps on increasing its point of distributions as an efort to expand distribution area. This
was done by establishing Point of Distribution in Leuwiliang - Bogor, Luwuk - Palu, Wanci - Bau Bau, Dompu - Sumbawa, and
Kota Bumi - Lampung.