3. Consistent Market Share Top Line Grabber
Martina Berto has been able to consistently maintain its market share in the growing Indonesian cosmetics market. The Company has outperformed local cosmetics peers’ as well Indonesian cosmetics industry during FY
2007-09. Martina Berto registered a growth of 24.2 during FY 2007-09 as compared to 10.6 growth of the Indonesian cosmetics industry during the same period. Mandom Indonesia, Mustika Ratu Unilever Indonesia
Indonesian peers grew at a CAGR of 16.8, 17.1 and 20.6 respectively during FY 2007-09. Martina Berto’s growth was driven by new product launches, heavy marketing and sales promotion and distribution network
expansion to remote areas.
Martina Berto’s top line growth is significantly higher than competition
10.6 16.8
17.1 20.6
24.2
10 20
30
Indonesia Industry Mandom Indonesia
Mustika Ratu Unilever Indonesia
Martina Berto
2 7
- 2
9 C
A G
R
Source: Company Data, Euromonitor
The Indonesian cosmetics market reported total sales of around US1.9bn in 2009. Between 2007 and 2009, the market expanded at a CAGR of 10.6 given strong fundamentals of Indonesian economy. According to
Euromonitor estimates, the market size is set to increase to US2.2bn in 2010. With 1.2 annual population growth, 10 nominal growth and increasing per capita cosmetics spending in Indonesia, Indonesian cosmetics
industry is expected to increase at a CAGR of between 10 and 15 to 2012 and about 10thereafter. Indonesia’s improving growth prospects and sound macroeconomic policy are supported by its rapidly gaining
population. While accounting for 3.5 of the world’s population, Indonesia is the fourth most populated country worldwide with 238 mn inhabitants 2009. The average annual nominal GDP growth is expected to be
12 from 2010-15. At the same time both poverty and unemployment have declined with the poverty rate falling to 13.3 in March 2010 from 14.2 in 2009, and the unemployment rate easing to 7.4 in February 2010
from 7.9 in August 2009.
14
3.1 Martina Berto has consistently outperformed Indonesian cosmetics market
3.2 Strong macro-economic fundamentals leading to growth of the industry
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