Potensi pasar es krim yang besar membuat produsen es krim Tanah Air gencar meluncurkan produk baru. Sebut saja PT Campina Ice Cream Industry yang terkenal dengan merek Campina. Dengan menghadirkan produk baru, Campina menargetkan pertumbuhan penjualan dobel digit tahun ini.
Berbeda dengan tahun lalu, Campina hanya mampu membukukan pertumbuhan penjualan satu digit saja. “Tahun lalu, pertumbuhan ekonomi memang agak lambat. Sehingga kami sebagai produsen es krim, kami juga terkena imbasnya,” kata Adji tanpa menyebutkan detailnya di Surabaya, Rabu (22/2).
Dengan proyeksi pertumbuhan penjualan dobel digit tahun ini, Campina berharap bisa memperbesar pangsa pasarnya yang saat ini mencapai 25%. Untuk itu, Campina akan meluncurkan produk baru yang menyasar semua segmen pasar es krim.
Adapun produk terbaru yang ditawarkan Campina bernama Happy Cow yang akan menyasar pasar anak-anak. “Anak-anak adalah market terbesar kami,” terang Adji. Selain anak-anak, Campina memiliki produk es krim yang juga menyasar konsumen dewasa dan keluarga.
Tak sekadar memperkaya variasi produk, Campina berusaha meningkatkan jangkauan distribusinya. Untuk itu, Campina akan membangun pabrik di daerah Karawang, Jawa Barat sebagai pabrik keduanya. Adapun pabrik pertama beroperasi di daerah Rungkut, Surabaya yang memiliki kapasitas produksi 18 juta liter per tahun.
Meskipun belum ketahuan kapan pabrik beroperasi, Sukaryono, Public Affairs Officer Campina bilang, pabrik tersebut akan menempati lahan seluas empat hektare dengan kapasitas produksi empat kali lebih besar dari pabrik di Surabaya.
Dengan hadirnya pabrik baru tersebut, Campina menargetkan leluasa menjangkau konsumen mereka yang ada di daerah Sumatera dan Kalimantan. Bahkan, tak menutup kemungkinan, pabrik baru mereka bisa ekspansi ke pasar global.
Dalam proyeksi Adji, jika pabrik es krim di Karawang beroperasi secara penuh, pihaknya bisa melakukan penetrasi pasar ke Asia Tenggara. Selain pabrik, Campina juga menambah distributor di Indonesia timur. “Kami telah menjalin kerjasama dengan distributor di Maluku dan Papua,” kata Adji.
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