VIVAnews - PT Gunung Slamat, Rekso Company’s business unit A, the producer of Sosro teabags, launched 12 series of cultural heritage tea which are known as Sosro Heritage.
This is Gunung Slamat’s attempt to knock Sariwangi off the position of market leader in teabag production.
The 12 series depict Indonesia’s natural beauty in Borobudur Temple, Lake Kelimutu, Bunaken, Tanah Toraja, Pasar Terapung, Tanah Lot, Baiturrahman Great Mosque, Kabori Burrow, Baliem Valley, Mount Bromo, Sihanok Canyon and Lake Toba.
“The series will form a mini Indonesian map if they are put together,” PT Gunung Slamat Marketing Director, Soehartono Gunawan, said after attending Business Strategy Workshop 2010 in Jakarta on January 26.
He also said the series have been granted the Intellectual Property Rights (HaKI).
“The 12 series of Sosro Heritage consist of three different types of tea, which are black tea, green tea and jasmine tea,” Gunawan said.
He went on by saying that Sosro Heritage offers the originality of Indonesian tea with unique quality.
The national series cost Rp 6 thousand per box and people will be able to view the pictures in 3D. They only need to download the software on www.qualitea.com and put Sosro Heritage packages in front of a webcam.
“Consumers will get the glimpse of Indonesian tourism and the world will be able to see the nation’s priceless treasure,” Gunawan said.
For example, the Tanah Lot-themed tea will visualize the movements and the sounds of Balinese traditional dance, Kecak.
Gunawan pointed out that currently, Sosro’s packaged tea products stand really close to its competitors.
“We’re going after the number one position. Instead of boosting the sales through intensive advertising, we tend to go below the line, which is encouraging people not only to drink tea, but also to love it, “he said.
The encouragement is aimed directly at the public. One of the examples is the community of tea consumers in taverns in Semarang and Jogjakarta.
Gunung Slamat is also determined to strengthen Indonesia’s position through its tea production. Right now, Indonesia is the fourth biggest tea producers after China, England and Sri Lanka.
In 2000, Sosro Heritage was firstly launched as Sosro Premium in Batik print packages.
Later, the Food and Drug Administration (BPOM) forbade the use of superlative words in product branding, including the word Premium. Therefore, the company re-launched the products under the name of Sosro Heritage in 2009.
Sosro Heritage is claimed to be the only consumer product in the world being supported by 3D application.
The products have been exported to South East Asia and Middle East. Reportedly, consumers in the regions prefer black tea to any other kinds of tea.
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Translated by: Nataya Ermanti
