50 Years Of Antimo In Indonesia, Phapros Starts Implementation To Millennial Market

Photo: Didi Kurniawan/VOI

PT Phapros Tbk, who is also a member of the Pharmaceutical SOE Holding today, Wednesday, October 19, signed a memorandum of understanding with stakeholders such as PT KAI (Persero), PT PELNI (Persero), Perum DAMRI, and PT ASDP Indonesia Ferry (Persero). The signing of this memorandum of understanding is to commemorate the 50th anniversary of Antimo which is one of the living legends of Indonesian brands and a form of synergy and strengthening the core business aspects of each BUMN, especially regarding engagement and positioning for cross-generation travelers who become the main customers, either through branding or other activities in the future. This event is also the culmination of a series of previous social activities, such as providing treatment costs for hydrocephalus patients in collaboration with the Anne Avantie Foundation and providing educational assistance to elementary school students on several outer islands in Indonesia. According to the Marketing Director of Phapros Imelda Alini Pohan, one of the reasons for the success of maintaining Antimo for the first half century is because the company remains focused on targeting the travel convention segment, namely the Indonesian people who often experience motioniness. With this consistency, this product is also one of the backbones of the company and contributes significantly to the sales performance of Phapros. "We are very grateful for what has been achieved by one of our mainstay products, Antimo today. As a brand targeting a fairly sharp segment, we have managed to record sales growth of more than 100 percent in the first semester of this year, especially since the reopening of tourism and Eid homecoming. In the future, Phapros will continue to expand its market," he said. As a product that controls more than 90 percent of the travel-drained drug market in Indonesia, Imelda said that Antimo's performance is closely related to the Indonesian tourism industry. According to him, currently millennials control the tourism market both in Indonesia and globally. Based on data from the Ministry of Tourism (Kemenpar), millennial tourists will continue to grow and become the main market. Projected by 2030, 57 percent of the Asian tourism market will be dominated by millennial tourists aged between 15-34 years. "They will be the market share for Antimo in 2023. We will launch several new products from the same category with innovative forms of preparation so that they can meet the needs of tourists ranging from children, parents, generation Z and millennials," he explained. Furthermore, according to Imelda, the defense of Antimo as a market leader is the result of Phapros' adaptability to the times that include consumer trends, technological advances, and new discoveries in the drug industry. "We continue to be committed to contributing through the launch of research-based health products and devices and collaborating with other institutions innovating. The company will continue to expand its market aggressively by cooperating with distributor partners to enter areas where the penetration of Phapros products is still low," he said. In 2023, Phapros will remain focused on innovation of new products and efficiency, including making commercial excellence, operational excellence, financial excellence and digitization as part of this year's advanced strategy. "Phapros will continue to maintain the momentum of positive growth in 2022. Our economic trend is starting to move again and have a positive impact on the company's performance, including the re-growth of several Pataros pareo products that had fallen during the pandemic. We are very optimistic that next year the corporation will be stronger on a funding basis and market reach," he concluded.