Petrojaya Boral still dominated gypsum board market in Indonesia.
Gypsum board market in Indonesia is presently dominated by three main suppliers which are all connected with foreign companies. These suppliers are PT Petrojaya Boral Plaster Board which is jointly owned by two major multinational companies in building materials i.e. Boral of Australia and Lafarge of France. Two other key players are PT Siam Indo Gypsum Industry which is connected with Siam Cement of Thailand and Knauf Gypsum Indonesia which is connected with Knauf of Germany.
Gypsum board industry started in Indonesia in 1994, with the operation of the first plasterboard manufacturer, PT Petrojaya Boral Plaster Board in Gresik, East Java previously a joint venture between PT Petrokimia Gresik, Pembangunan Jaya and Boral of Australia. Later in 1998 the Australian partner took over the whole share and in 2000, some of the shares are acquisitioned by Lafarge of France.
At present PT Petrojaya Boral Plasterboard is the largest gypsum plasterboard manufacturer in Indonesia with a total production capacity of 36,250,000 sq.m a year. The company operates three factories.
The first factory is located in Gresik for Plaster board and ceiling tile, the second in Cilegon for plaster board and compound and the third in Sunter Jakarta to produce steel frames and accessories.
Other major gypsum board producers are PT Siam Indo Gypsum Industry--SIGI (Elephant brand) and PT Knauf Gypsum Indonesia (Knauf brand). PT Siam Indo Gypsum Industry is a joint venture between Wings group of Indonesia and the Siam-Fibre Co. Ltd./Siam Cement of Thailand. Located in Cibitung, Bekasi, its factory has production capacity of 20.0 million sq.m gypsum board and 12,000 tons gypsum plasters for domestic market, whereas Star brand gypsum board and Elephant brand gypsum plasters are for overseas market.
In addition to the above three major companies there is another company, PT Top Well Indoceil operates a small gypsum board manufacturing plant in East Java with a production capacity of only 126,000 sq.m a year.
By using simple production equipment, the company focuses their market in Surabaya and surrounding areas.
The Ministry of Industry also recorder three other companies producing gypsum board i.e. PT Thai Gypsum Surya Indonesia, PT Ikad Kedaung Aneka Gypsum and PT Indalex. However, our checking revealed that the three companies have no longer active. PT Ikad Kedaung closed down the factory following the collapse of its factory due to landslides.
The study has also identified that a new company, PT Aplus Pacific is planning to build gypsum plaster board plant with a production capacity larger than PT Petrojaya Boral. This company presently produces gypsum compound and imports plaster board from Thailand and sells the products under "Aplus" brand in the local market which are lower in price. According to a marketing staff of Jaya Board, PT Aplus Pacific is considered to be a potential strong competitor as the company set their price much lower than other suppliers.
Most of existing producers of gypsum board offer a wide ranges of products in term of thickness, pattern, and products for specific application like for wet area, high level of sound proof, fire resistant, round etc. These producers also offer gypsum compound and supporting accessories.
Of the three companies only PT Petrojaya Boral which has its own facilities to fabricate steel frame and other metal accessories like metal stude & u runner, tee, wall angle, hanger etc. This company gets the supply of the raw materials (galvalume) mostly from PT BlueScope Indonesia. Other companies are either import the equipment from its principals or they cooperate with existing roll former to provide supporting accessories for their products.
PT Petrojaya Boral is leading in terms of products ranges, as the company offers "full system" products. Its does not only focus on selling panel but the selling the whole system for ceiling, partition/walling. Sale of system is backed up by technical guarantee from the company which is supported by its principals, Boral and Lafarge.
Price competition is quite strong particularly in residential market, as this segment consider price as the most important buying criteria. In the commercial market however, the influence of price is not that strong, as users have greater concerns with the product quality and performances. Therefore, Petrojaya Boral products which are more expensive than other brands are still able to capture significant share in commercial market, because they offer high quality products with integrated services.
As indicated by the following table the price of Jayaboard is 20-25% higher compared with Elephant brand (Siam Indo) and Knauf. According to an executive of Jayaboard, the company set the price at higher level because they offer integrated services to guarantee that their products and installation meet the need of their clients. Jayaboard is price leader in the market, and their competitors usually set their price at 9-10% lower than Jayaboard.
The price paid by distributor to factory is usually less 5-6% of the distributor price. For instance, the distributor/depo of Petrojaya paid Rp 46,750 to Petrojaya for one sheet of panel of 9 mm thickness. In the meantime, the factory price of 12 mm panel is Rp 54,650 per sheet.
The three major market player of gypsum board sell their products through distributors. All of them do not handle direct sale. Although they have a section/team for serving "project" market segment, but the implementation of transaction is made between distributor and buyers.
All major players don't have sole distributor, but they appoint several distributor to market their products throughout Indonesia. PT Siam Indo Gypsum Industry for instance appoint two main distributors i.e. PT Sayap Mas Utama to distribute their products in the western part of Indonesia. The main distributor, then appoint sub distributors in various cities throughout Indonesia. For instance, in West Java they have 11, East java 11 and Jakarta 4.
PT Petrojaya Boral applies slightly different distribution system. This company has 7 regional office led by a regional manager who will supervise the distribution of their products in their region. A regional office is authorized to develop activities to promote and expand their market operation. In addition to regional manager, the team of regional office also includes marketing staffs, sales engineers/ architects and trainers. A Regional office supervise several "Depo" and special gypsum shop or "Toko". The "Toko" were developed by Petrojaya just a few years ago, to increase their share in the retail market.
To expand the networks of "Toko", Petrojaya provides financuial assistance to rent the building for Toko for one year. However, the Toko owner should have a 3 years rental contract, and they have to pay the remaining two years of rental by themselves. Petrojaya set a sales target for each Toko and at the same time gives point rewards to Took owner if they achieve the target. Currently Petrojaya has 27 Depot's and 68 Toko's throughout Indonesia. Toko Jayaboard is eligible to sell only Petrojaya Boral's products.
PT Petrojaya Boral Plaster Board (Jaya Board) is the biggest producer/supplier of gypsum board in Indonesia. Jaya Board was estimated to contribute about 51 per cent to the gypsum market in 2006.
PT Petrojaya Boral Plaster Board (Jaya Board) which represents two well known international supplier of gypsum board, Boral and Lafarge is dominant in the market because of its highly reputable name within major building architects/consultants, property developers and contractors. Being the pioneer in this business, Jaya Board has spacious room to create its own brand image in the market.
The key success factor of Pertojaya Boral in securing the major share of the market include the following:
* The company first opened the market by importing gypsum board from its principal, Boral of Australia. The image of high quality products was created by promoting this imported gypsum in the market.
* The company first entered the market to serve primarily the B2B market. While awareness of the public on gypsum products is still very low in early 1990's the level of awareness in B2B segment in the beginning. More over during 1994-1995 property business was in booming period in Indonesia, meaning that B2B segment was very attractive.
* The company has a vast range of products and offers a full system of gypsum ceiling and walling installation. With the concept of "full system" the customers receives full technical back up and product guarantee from two world wellknown manufacturers of gypsum, Boral and Lafarge. There is trend that major contractors preferred full system concept, so the contractor only deals with one company for their ceiling and walling needs.
* The company has strong sales force consisting of 35 people which receives regular up dates of development in building material business.
* As B2B market became the company's focus, it has special team to handle the B2B market.
* As the first layer, the company's marketing networks consists of Depo's supervised by its 7 regional offices. The first layer particulary focus on B2b Market.
* The second layer of its marketing force, is the network of "Toko". The concept of developing "Toko" Jaya board is more to focus on the development of retail market.
* Continues promotion through advertisement, exhibition, seminars.
* Building relationships with contractors, architecs and property developers.
Table-1 Main producers of gypsum plaster board, 2007 Company Brands Location Annual production capacity (sq.m) PT Petrojaya Boral Jaya Board Cilegon, 36,250,000 Plater Board West Java, Gresik, East Java PT Siam Indo Gypsum Elephant Bekasi, West 18,000,000 Industry Star Java PT Knauf Gypsum Knauf Surabaya, 15,600,000 Indonesia East Java PT Top Well Indoceil Top Well Surabaya, 124,000 East Java Source: ICN/Data Consult, Field research Table-2 Product lines of main producers of gypsum board/plaster Products Petrojaya Siam Indo Knauf Boral Gypsum Gypsum Gypsum board [check] [check] [check] Gypsum tile [check] [check] [check] Gypsum compound [check] [check] [check] Casting plester [check] [check] [check] Stoping compound [check] [check] [check] Jointing compound [check] [check] [check] Metal Furring System [check] [check] Metal Stude & U [check] [check] Runner Main Tee & Cross tee [check] [check] Wall Angle, hanger [check] [check] jacket & clips Hollow [check] [check] Source: ICN/ Data Consult Table-3 Price of gypsum boards by makes and thickness, 2007 (Rupiah) Thickness Jaya Board Siam Indo Knauf Aplus Distributor Price 9 mm 48,000 42,000 43,000 39,000 6.5 mm 50,000 -- -- -- 12 mm 58,000 54,000 54,000 -- Project Price 9 mm 47,000 41,000 42,000 38,000 12 mm 57,000 53,000 53,000 -- Source: ICN/ Data Consult Table-4 Competitor profile, gypsum board Description PT Petrojaya PT Siam Indo Boral Business type Joint venture Joint venture Siam Cement Group of Thailand Business lines Manufacture Manufacture Product range Full range and full system Gypsum board Gypsum tile Compound Gypsum board Metal frame Gypsum tile Accessories Compound Foreign partner Boral of Australia Siam Cement of Lafarge of France Thailand Size of business 36.2 million sq.m 20.0 million sq.m (production capacity) Number of employee 460 267 Year in the 12 6 Indonesian market Local 50% Local 75% Market orientation Export 50% Export 25% Distribution channel Distributor Distributor (100%) (100%) Project 40% Project 30% Retail 60% Retail 70% Market share 52.2% 25% Growth rate 2-3% 5% Description PT Knauf Gypsum Business type Joint venture Knauf Group of Germany Business lines Manufacture Product range Gypsum board Gypsum tile Compound Metal frame & Accessories (outsourcing) Foreign partner Knauf of Germany Size of business 15.6 million sq.m (production capacity) Number of employee 150 Year in the 5 Indonesian market Local 80% Market orientation Export 20% Distribution channel Distributor (100%) Project 35% Retail 65% Market share 22% Growth rate 3% Source: ICN
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|Publication:||Indonesian Commercial Newsletter|
|Date:||Feb 1, 2008|
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