Image of Rebranding Process as an Alternative Solution for Maintaining the Leader Brand Business: a case of house-hold cleaner product of Bayer Indonesia

Rebranding Process as an Alternative Solution for Maintaining the Leader Brand Business: a case of house-hold cleaner product of Bayer Indonesia

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Bayer's products have been well known and widely used in Indonesia for over fifty years and Bayer "Jaminan Mutu" has become widely known as a statement of the quality of the products.

Initially Bayer was represented in Indonesia through various agents and trading houses. Starting in 1957, Bayer operated in Indonesia through its own company until 1970.

Following law no. 1 September 10, 1967, which provided the legal basis for foreign investment in Indonesia, Bayer decided to set up its own production facilities and established PT. Bayer Farma Indonesia on March 14, 1969. Bayer consequently belongs to the first group of foreign investors in Indonesia and was therefore granted pioneer status.

After completion of the factory premises in Cibubur on piece of land of 35210 m.sq., PT. Bayer Farma Indonesia started production of pharmaceutical specialities on April 1, 1971. One year later, PT Bayer Agrochemical followed on March 1972 with the production of crop protection products. Since then both companies have succeeded in maintaining substantial growth accompanied by introduction of new products. The companies have been among the market leaders in the fields of pharmaceutical specialities, crop protection products and house hold insecticides over the last several years.



Research Location : PT. Bayer Indonesia

Supervisor: Prof. Dr. Wagiono Ismangil

Accepted on [1996]



For IPMI Internal -- Read at Library Only.

Series Title
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Call Number
125
Publisher Place Jakarta
Collation
46 p.: tabs., figs., exhibits; 27 cm.
Language
English
ISBN/ISSN
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Classification
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Media Type
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Edition
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