Group Assignment
Management Control System
Amelinda Rosita
Lily Iman
Silviana Shenjaya
Agnes Sari
Novilia Purnama
Universitas Kristen Petra
Fakultas Ekonomi
2014
32412002
32412030
32412046
32412075
32412106

Table of Contents
 Promag’s Profile
 Kalbe Farma’s History
 Vision Mision Values
 Strategy
1) Product

Promag Chewable Tablet & Liquid Sachet

Double Action

Gazero
2) Price
3) Place
4) Promotion

Performance

Awards
Conclusion and Advice
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 Promag’s Profile
Promag ® is a pioneer medicine ulcer categories antasida (excess stomach acid neutralizer) and also the firstone in Indonesia. Promag ® was first launched in 1971 by PT
Kalbe Farma Tbk. which is one of the biggest pharmacy companies in Indonesia. At that time it was difficult to find a good medicine and with its great quality Promag managed to be trusted by everyone. Now, after 43 years, Promag is still trusted by Indonesia.
 Kalbe Farma’s History
The story of Kalbe Farma begins from a humble beginning in the founder’s garage in
1966 as a pharmaceutical company driven by a set of simple principles: innovation, strong brands and excellent management.
Guided by “Kalbe Panca Sradha” as the Company’s corporate values, Kalbe establishes a solid growth curve over the past decades and went public in 1991 by listing on the Jakarta
Stock Exchange (now Indonesia Stock Exchange).
Growing both organically and through mergers & acquisitions, Kalbe’s business interests are spread across 24 business entities, grouped into four business divisions: the Prescription
Pharmaceutical division with 24% revenue contribution,
Consumer Health (16% contribution), Nutritionals (24% contribution, Distribution &
Logistics (36% contribution). With over 17,000 employees, including 6,000 sales and marketing professionals, the Company’s operations cover the entire Indonesian archipelago with a strong footing in international markets.
In Indonesia, Kalbe maintains coverage to over 70% of general practitioners, 90% of specialists, 100% of hospitals and 100% of pharmacies for the prescription pharmaceuticals market, as well as 80% for the consumer health and nutritional markets. Internationally, the Company has established its footprint in Southeast Asia and
Africa, positioning Kalbe as a national pharmaceutical company with a competitive edge in the export market.
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
Vision Mision Values
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
Strategy
Product
Promotion
Price
Place
5) Product
 Promag Chewable Tablet & Liquid Sachet
Both of this products have a same function and composition. The different thing about them is just their shape.
Function :
To help relieve heartburn symptoms, gastritis, stomach ulcer, dus denum ulcer and peptic ulcer.
Causes of heartburn:
 Always eating past meal times
 Consuming spicy, sour or oily food
 Stress
 Not getting enough rest
Symptoms of heartburn:
 Pain around the stomach area (burning sensation around the upper abdomen)
 Feeling full/ bloating
 Nauseous and vomitting
Composition of each Promag tablet:
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 Hydrotalcite 200 mg
 Mg (OH)2 150 mg
 Simethicone 50 mg
Pharmacology
Hydrotalcite contains aluminium and magnesium. The combination of Hydrotalcite and Magnesium Hydroxide synergize to form an antacide that works fast to neutralize acid in stomach. Antacid helps to reduce heartburn and nausea due to irritation caused by acid and pepsin.Simethicon helps to reduce excess gas inside the stomach which may reduce bloating.
Dosage:
 Adults: 3-4 times/ day (1-2 tablet/ consumption)
 Children (6-12 y/o): 3-4 times/ day (1/2-1 tablet/ consumption)
*Safe to be consumed by pregnant mothers and mothers breast-feeding
When to consume Promag:
 When one experiences symptoms of heartburn
 1 hour before/ after meal (breakfast, lunch & dinner)
 Once before sleep at night
During the fasting season,
We recommend consumers to consume Promag during sahur, break fasting, and before sleep at night because Antacids can quickly neutralize acid in the stomach one hour before/ after meal because:


1 hour before meal: our stomach is still empty.
1 hour after meal: when food is introduced inside the stomach, the stomach will start to produce more acid
Why before sleep at night? Promag will help neutralize the acid in your stomach and your stomach will still feel comfortable when you wake up.

Double Action
Function :
To help relieve acute/ severe heartburn
Works to relieve acute/severe heartburn in two ways:
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ACTION I: The antacid quickly neutralize acid in stomach
ACTION II: FAMOTIDINE controls and stops the production of acid in stomach up to
12 hours
Causes of acute/ severe heartburn:





Genetics
Always eating past meal times
Consuming spicy, sour or oily food
Stress
Not getting enough rest

Symptoms of acute/ severe heartburn:
Sharp pain around the stomach area
 Nauseous
 Vomitting repeatedly
Composition of each Promag Double Action tablet
 Famotidine 10 mg
 Calcium Carbonate 800 mg
 Magnesium Hydroxide 165 mg
Pharmacology
Promag Double Action is the combination of antacid (Calcium carbonate dan
Magnesium hydroxide) and H2 receptor antagonist (Famotidine).

ANTACID
Magnesium Hydroxide (Mg(OH)2) is effective in neutralizing acid in stomach for a longer time compared to Calcium Carbonate. Calcium Carbonate (Ca
CO3) is one of the fastest working antacids that can help neutralize acid in stomach
 FAMOTIDINE
Antagonis reseptor H2 works by slowing down the production of acid produced in the stomach. Famotidine works 2-3 hours after consumed and can work up to 12 hours in the stomach.
Dosage:
 Adults and children > 12 y/o: 2 x 1 tablet/day (Maximal 2 tablets per 24 hours)
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 Children (6-12 y/o): As instructed by doctor
When to consume Promag Double Action:



When one experiences symptoms of acute/ sever heartburn
1 hour before meal
Once before sleep at night

Gazero
Function :
Combination of natural herbs effective in relieving bloating and gassy.
Causes of bloating and gassy:
 Exposed to wind due to doing outdoor activities or often being exposed to air

 conditioner
Consuming food too fast
Consuming food and drinks that contains gas
Symptoms of bloating & gassy:
 Excessive burping and farting
 Appetite loss because the stomach feels full
 Feeling lethargic



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Each sachet (10 ml) contains:
 Zingiber Officinale Rosch Rhizome extract 50 mg
 Foeniculi Fructus extract 10 mg
Methae Piperitae Herba extract 12.5 mg
Licorice Root extract 300 mg
Curcuma Domesticae extract 50 mg
Ananas Comosus Stem extract 50 mg
Royal Jelly 10 mg
Honey 1 g
Pharmacology:
1. Zingiber Officinale Rosch Rhizome extract:
- Anti inflammatory
- Effective for nausea and bloating
2. Foeniculi Fructus extract:
- Overcoming spasm in the digestive system
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3. Methae Piperitae Herba extract:
- Effective for bloating
4. Licorice Root extract:
- Helps heal stomach ulcers
5. Curcuma Domesticae extract:
- Help reduce the production of acid in the stomach
6. Ananas Comosus Stem extract:
- Contains BROMELAIN ENZYM that helps digestion
7. Royal Jelly & Honey:
- Anti inflammatory for the intestine
Dosage:
3 times @ 1 sachet daily
(Gazero could be consumed directly or mixed with warm water)
* Gazero is safe to be consumed anytime
6) Price
Promag’s price is also cheap and the different with other product is also not far
See this :
MAGASIDA : Rp 30.030,- / 100 tablet
MYLANTA
WAISAN
PROMAG
: Rp 26.100,- / 100 tablet
: Rp 1.600,- / 12 sachet
: Rp 3.190,- / 12 tablet
7) Place
Promag can be found easily everywhere, such as : supermarket, mall, drugstore, and traditional market.
8) Promotion
Every Brand need to keep promotion their product whether on newspaper, TV, billboard, etc . Why? To put it simply as long as the advertisement still appear, people will know that this brand is still exist. Not only like that with promotion in the front line Promag can also introduce their product whether it’s a new one or just to show their CSR program. They can even show their trend mark. If you try to remember carefully Promag’s advertisement on TV always appear when time to fasting is near.
This is several strategies that Promag used in their promotion :
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1. Promag has a jargon,
“Bila sakit maag menyerang, segeralah minum Promag” and showed in a simple jingle
2. Market segmentation. Promag take a market segmentation of maag, because the young exsecutive people, most all of them use Promag. PT Kalbe Farma has own survey that mention more than 60% young Jakarta’s People has a maag, and Promag is a free medicine that we can buy t without prescription.
Deddy Mizwar
3. Promag use Dedi Mizwar and Dude Herlino as a brand ambasador. Dedi mizwar that perceived as a humble person make Promag to be trusted product. Beside that, a moeslim image in Dedi Mizwar can be accepted and represent Moeslim people in Indonesia, make Promag stronger. Dedi Mizwar as a obey Moeslim can grow the sale of the product since 1990.
4. Commitment to maintain the product has been done consistenly ear to year, where 2010 Kalbe Farma still spending the budget for advertising Rp 41.354.000.000 with the biggest
Dude Herlino allocation in tablet Rp 34.020.000.000.
5. Promag dominated with green, identical with freshness and comfort, also perceived as a colour that identical with moeslim make Promag closer in
Indonesian people that predominantly with Moeslim people.

Performance
According to many survey in Indonesia. Many of Indonesia’s people still trust this product. Here is their performance :
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When we hear the word top brands. First time that comes to our mind is the existence of a product, with many loyal customers. Sales of products are higher than similar products. The products that have got this award tend to be more trusted by consumers, and then certainly will have an impact on increasing sales. After promag got the top brand award for the first time, Promag continue to maintain this award. Promag has got this award for 14 times since 1999 to 2013. Achieving this is of course difficult, that’s why Promag needs to grow so there must be a strategy and cooperation.
The brand that got the top brand award for 14 times, beside Promag, is Bimoli,
Simpati, and Garuda Indonesia.
Movement of Market Share
Here is their market share from 2001-2014
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Those graph show the movement of the market share from year to year. Blue line is
Promag. We can see that the Promag always dominate the market. almost 80% share of the market is dominated by Promag. while the second is dominated by Mylanta, then waisan and Polysilane. However, in 2014, the Promag market share decrease large enough around 7%, of which 4%is taken by Mylanta, and the rest by other products.
Analysis of Index
Based on the survey that done by SWA Magazine, now
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promag mylanta waisan
Promag dominate 69.8% of the market. This is supported by the good quality of this product and, it is also supported by good marketing, and promag has been trusted since long years ago. the measurement of customer satisfaction index based on 4 parameters. The first is QSS or Quality satisfaction scores. QSS is a parameter to measure customer satisfaction based on the quality of the product. QSS valueof promag is higher if compared with other brands, but the value is not much different from QSS of Mylanta. Promag always makes formulas and always innovating to make new types of products. Society recognizes that the formula is owned Promag can quickly relieve pain.
The second is the VSS or Value satisfaction scores. VSS is a parameter to assess customer satisfaction based on the money that consumer has paid. Promag consumers are very satisfied with the price because the price is cheaper than similar products .
Perceived Best score is a parameter for assessing the customers’belief that they have used promag, as the best brand. Expectation Score (ES), is a parameter to assess customer expectations that this brand has the ability to provide satisfaction in the future . Promag ‘s value is still high, it is supported by promag got many awards that can increase the customers’ belief to the the brand.
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4 promag mylanta waisan
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0
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TSS: Total customer satisfaction is the index of the product.From that score we can make conclusion that many people totally feel satisfied after consuming promag.

Awards
Promag isn’t only have such a great performance. They also get awards. Until now there are so many awards that they have gotten. Some of those have Promag gotten for several years. These are several of them :
1.
Diamond ICSA (Indonesian Customer Satisfaction Award) for 11 times (2000 – 2011)
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2.
Platinum IBBA (Indonesian Best Brand Award) at 2004 – 2011.
3.
Indonesia Most Favorite Woman Brand
4.
Indonesia Most Favorite Netizen Brand
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5.
Indonesian Brand Champion Award
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Conclusion and Advice
 PROMAG become a leader because they’re able to keep the brand existence, prioritize communication through advertisement, never stop create value and innovation.
 PROMAG need to keep their guard on because their strongest rival, Mylanta. Their market rate raised around 4% compared to last year.
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