Proof of the Popularity of Indonesian Products

APP Gold Partner in 2017 was held back again by APP Sinar Mas as a form of appreciation for those countries which has greatly contributed to the sales level APP Sinar Mas Indonesia. This year, the award went to the Middle East, Africa and South Asia. The high popularity of the product by APP Sinar Mas was attributed to the quality of products manufactured in Indonesia as being more competitive in comparison to other products on the market. The event itself was held at the Hilton Hotel Sukhumvit, Bangkok, 13 to 15 January 2017 with the peak of the evening being the customer appreciation night held on Saturday, January 14, 2017.

This year, APP Sinar Mas invited 40 companies from the three regions. The award for the selected customers are divided into three categories: Best Overall Performance (Middle East, Africa, South Asia), Best Performance for the Middle East and Africa Region, and Best Performance for the South Asia Region. The assessment criteria for the winners include an assessment of ten components which refers to the total accumulation of five business units (BU) in Indonesia and two business units in China for selling prices and sales volume during the period 2015-2016 to the selected companies. Ten of these components include Growth, Infrastructure, Loyalty, On time Payment and Shipment, APP Products Purchased Portfolio, Multi Business Unit Performance, Total Sales Volumes, Price Against Market, Investment Committed to build APP Products and Transparency.

APP Sinar Mas noted that sales in 2016 in the three regions among them in Middle East, Africa and South Asia have increased significantly, with India, Pakistan and Bangladesh being top contributors to the sales volumes. Demands were quite high for products ranging from photocopy paper and coated paper. To date, the Commodity BU has an absorption of the greatest in the three regions. Products produced include products coated, wood free, color wood Free, ncr / carbonless, and a brief card. In the Middle East region, APP market share with products photocopy paper (PPC) and wood free.

According to the Global Communications Director Asia Pulp & Paper of Sinar Mas, Ui Tan Sian, a significant sales increase in the region of South Asia and Africa due to the improvement in distribution channel (channel management). While in the Middle East, the increase was due to high demand from local customers who love Indonesian products. “APP Sinar Mas Indonesian products, especially wood free and ppc has a very good quality in comparison to other products on the market. This is our pride. In addition, the Commodity BU has a high market share in some countries, ” Tan said in regards to the benefits of its products.

At present, products from Commodity and Consumer BU, especially uncoated paper products contributed to the highest sales in the Middle East region. In addition, wood free paper has a market share of more than 30% and may reach 60% for some countries like Saudi Arabia. In the region of South Asia, Commodity BU also achieves a high sales volume especially for coated products (art paper, art board, cast coated, carbonless paper) with a market share of nearly 40% in India. Meanwhile, sales of products in the African region reached average, with sales volume of the same in all BU.

For future plans, APP Sinar Mas is targeting to expand the sales of BU Commodity products to Central Asian countries like Kyrgyzstan, Tajikistan, Turkmenistan to Uzbekistan. “APP Sinar Mas has prepared a comprehensive strategy or what is often called the 360 target to increase sales in various regions. The strategy includes distribution channel, brand activation, trade promotion up above the line,” Tan stressed.

APP Sinar Mas will strive to increase its sales volume by 20% – 30% in South Asia, Africa and the Middle East, with total forecast sales will exceed an increase of 100% from the previous year. The products that will be highlighted include photocopy paper, stationery and coated paper.

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