On Friday, 18th November 2016, All BSP and ACCA students have to join the industrial visit to Sari Roti Factory at Cikande, Tangerang. I was quite excited to go there as I was expecting that I could see and choose the breads that I wanted to buy. Unfortunetaly, If you didn’t purchase in advance you would not be able to purchase it there and I only got the mini thank you breads that they have provided complimentary. What a shame. I didn’t mind with the price, I just wanted to choose the type of breads that I wanted to purchase. I didn’t want to purchase it blindly.
Sari Roti is one of the most affordable and highly available bread products in most major city in Indonesia. The purpose of the industrial visit was gaining knowledge about Sari Roti’s manangement, marketing, and production process. Every lectures from each subjects that we take this semester have to give us small assignments during the industrial visit. Thus, this essay is about Sari Roti’s marketing and production process.
The college provide us with bus so that we could depart together to Sari Roti’s Factory at 7:30am. During normal traffic, the journey will take about 1hour – 1.5hours. However, during that day, the traffic was quiet bad so that we arrived at the factory at about 9:30am. Sari Roti hosted the visit quite acceptable eventhough I felt rather dissapointed because the talk had to cut short due to Friday Prayers for the Muslims. They gathered us at a room that fit not more than 50persons. Since there were about 56persons, some of us had to stand. In my opinion, if they could change or move the table to the front, they could put the seat for all of us. I guess they were underprepared to host college students or perhaps, they were never host one before and we were the first one. After the welcome speech and introduction about Sari Roti’s production process, we were devided into three groups to see and hear explanation about Sari Roti. As someone who loves to bake, I was expecting that we could see the production process for certain distance. Yet, we could only see it from level 2 while all the production process are at level 1 and I had to say that I was quite dissapointed with it. During the walk and brief explanation about the production process, we could ask any questions that we thought necessary or just to filled our curiosity. My classmate and I took the opportunity to ask questions from all our mini assignments. We might not get everything that we needed but by asking the staffs about the productions and marketings process during the walk in the aisle, had helped us alot to answer necessary questions. Even after we got back to the room and waited for the other group to return, we continued asking the necessary question and left a few numbers to be asked during question and answer session.
The manufacturing process of Sari Roti is using modern technologies from Japan in its production process to produce high quality breads. The technologies helps the company to produce the breads as the company is minimizing the human contact because when there are too many people working together, there will be alot of bacteries. Bacteries will reduce the quality of the bread. Thus, the human contact is only necessary after the production process is completed and arranges at special crate that will be handed over to warehouse and ready for distribution.
The most innovative technology in Sari Roti’s Factory are:
During this fermentation process, the existing yeast on the dough will dissolve the carbohydrates content as well as other materials on the wheat flour and turn it into alcohol and several types of acids. Alcohol and acids will play greater roles toward the final aroma and unique taste of the dough.
The fermentation process will also produce CO2 gas which is trapped inside the dough resulting in the dough expanding several times from the original volume of the dough starter.
The fermentation process takes between 3 to 4 hours in a dedicated room where the temperature and humidity are carefully maintained to allow for a perfect fermentation process. (sariroti.com)
Baking process will be accomplished in the tunnel oven measuring up to 12 meters. It takes between 10 to 30 minutes, depending on the types of bread being produced. The temperature is strictly monitored to allow the baking process to reach perfection.
When the dough is baked to perfection the right color will appear. Similarly the unique aroma of the bread will be released during this baking process. (sariroti.com)
Sari Roti have to choose the right oven because it is a crucial moment. Changes in temperature will change the result and it may cause to failure to meet the requirement standard.
No matter how good the technologies, there are rooms for improvement especially in production efficiency. Since baking process is one of the innovative technology, the company still face some failure because there are about 8% of the breads are below the standard for selling. Thus, in order to reduce or minimize the percentage of failure breads, the company needs to improve the production efficiency so the number of sold bread will increase to earn more profit.
In the headquater office, the marketing department is divided into brand hunting and field marketing.
The job of Brand Hunting Manager is to manage, increase, and maintain the reputability of Sari Roti brand.
The head of Field Marketing is called General Manager Field Marketing who will supervise Field Marketing Manager. The job of Field Marketing personnels are to promote the brand of Sari Roti and search for any events to increase brand awareness among the target market.
In each plant, there is only one Head Marketing Department. The number of each Area Marketing Officer and Marketing Support for each plant are different and the personnels will increase based on the necessity. Currently in Cikande Plant, there are about 3 personnels. Each of the personnels will help the plant in the marketing department to promote and sell the bread at current and new locations to increase their distribution channels and profitability.
Sari Roti Products are distributed through Modern Market (such as, Carrefour, Hypermart, etc), and Traditional Market (such as, local supermarket, agent, and direct distributor). Beside Modern Market and Traditional Market, Sari Roti promotes the products through TV advertisement, Bilboard in every city in Indonesia, and the Internet.
Sari Roti is working together with any schools, universities, and Early Childhood Education Programme. The company is intensely promoting the bread to Early Childhood students as they believe that the children are their target market because once the children like something, they will keep choosing it. In other words, Sari Roti is trying to “brain-wash” the children to choose their brand than the competitors. The children will keep consuming and eventually promoting the breads. Thus, Sari Roti opened Rumah Sari Roti at Kidzania to provide simpe knowledge and instruction on how to bake a bread to children.
Sari Roti work together with chains of retail convenience stores such as Indomaret, Alfamart, etc. The goals is to provide advantages to direct customers. For Examples: From 1 – 15 November, every customers who purchase Sari Roti at Indomaret and/or Alfamart, will get IDR1,000/- discount.
Besides having promotion at the chains of retail convenience stores, Sari Roti also cater direct promotion to traditional market customers. For Examples: This month promotion is for every purchase of Crustless Loaf Bread will get a box of chocolate milk for free.
Online order is currently not available and if there were any order online, it will be handled by the nearest plant.
The number of competitors has increased; therefore, Sari Roti realize that they need to follow the current development by being more active at Social media. Sari Roti is devepoling their Facebook and Twiter’s account to promote their products through social media. Thus, at this moment, most of the information can be checked from their website at http://www.sariroti.com or http://www.rotiindonesia.com. Although Sari Roti have Digital Media Marketing Manager, currently, Sari Roti is still looking for employees to occupy Digital Media Marketing position. Digital Media Marketing Manager will manage the website and update the information regularly. Once the number of digital medai marketing personnels are enough, they will sign up at Instagram.
In conclusion, Sari Roti is expanding the market to others city in Indoneisa. They have successfully introduced bread products to the Indonesian society. Although bread is not our main food but most of the Indonesians who live in the city have recognize bread as one of the secondary food. If they could improve the choices of the bread and expand their distribution, many of the Indonesians will be able to enjoy healthy, delicious, halal, and high quality breads.
Eventhough Sari Roti is not my favourite brand but it is nice to know that they are easily purchased at any convenience store. Various variety that they offer, I can just grab one to fulfill my craving at the moment.
Sari Roti. 2014. Product. [ONLINE] Available at: http://www.sariroti.com/products/bread-2/white-bread-2/. [Accessed 25 November 2016].
Sari Roti. 2014. Technology. [ONLINE] Available at: http://www.sariroti.com/content/technology/. [Accessed 25 November 2016].