PT MULTISTRADA ARAH SARANA TBK PT Multistrada Arah Sarana, Tbk (MASA) as a national tire manufacturer of Achilles and Corsa brands was achieving two awards in the Indonesia Original Brands 2014 (IOB 2014). In this event the Achilles Corsa won for two categories which are car tires and motorcycle tires. The event that was organized by SWA magazine took place in A & B Ballroom, Grand Melia Hotel, Jakarta, on Monday (20/7). In this event, the IOB 2014 awards were received by Andreas Handoyo, as Operational Director of Achilles and Corsa.
"It is an honor for us to win two awards in Indonesia Original Brands 2014 for Achilles car tires and Corsa motorcycle tires. This award is given to Indonesian original brands that managed to prevail in its own country, surpass foreign brands and even succeed on the global stage. We would like to thank SWA magazine for this award. "said Katharine Wianna as Marketing Manager of Achilles Corsa.
The winner has been determined based on the results of a survey conducted by IOB 2014 SWA Magazine along with Business Digest survey institution that was held for the 6th time. There are still many other Indonesian original brands in the Top 250 Indonesia Original Brands 2014 from 109 surveyed brands categories. Indonesian original brands are performing well because it has a significant market share, having good brand awareness / brand equity, and able to survive over time.
The survey was conducted during April-May 2014, involving 5,241 respondents in six major cities, namely Medan (13.5%), Bandung (13.3%), Greater Jakarta (32.3%), Semarang (13.5%), Surabaya (14.1%) and Makassar (13.4%). Things being assessed and as the components of IOB index are: satisfaction, which measures the ability of the brand to fulfill the main function, quality of the brand, and the comparison of benefits and costs; loyalty, measures how much the respondents really liked a brand and the possibility of using the brand in the future; advocacy, measures how strong a brand to create word of mouth, and there is a new variable that included in IOB 2014 as a comparison of local and foreign brands (Foreign Local Comparison), measuring the level of consumer confidence that local brands still better than foreign brand, but it also measures how the possibility of consumers to keep on buying and recommending local brands that they are using, even though in the future there will come a new foreign brands.
This event aims to provide an appreciation for the brands that excel in their own country and can compete in outside the country, as well as becoming the pride of the nation as Indonesia original brands. In every developed country which has a competitive culture, the people in that country generally proud of the product or the work of their own creation. We should learn from our fellow Asian countries, such as Japan and Korea. How do they instill the pride of their national brand and becoming the host in their own country, which eventually bring these brands to the global domain. So that, in the long term there will be a new habit for the people of Indonesia in choosing local products (Indonesia-minded), and then it will provide an added value in terms of the economy that ultimately have a huge impact on the welfare of people's lives.
According to Katharine, the company greatly appreciates these awards, Indonesia brands is obliged to obtain this kind of appreciation, because in the midst of increasingly foreign brand penetration in Indonesia, local brands still exist and succeed in a rapidly growing market.
"Of course, the company will not get complacent just yet, but we will continue to seek innovation and new ideas for the business and responsibility for a better Indonesia and global sustainability. Importantly, with this award we will further increase not only the quality of our products, but also customer satisfaction. Therefore in the future, Achilles and Corsa products will remain at the top place among its competitors, and our customers will remain loyal to use our products, "she said.
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