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Eng's Popcorn

Eng's Popcorn is a Malaysian brand known for its unique flavors and high-quality popcorn, established in 2017. The Indonesian snack market is competitive, with key players including Chicago Popcorn, Eureka Popcorn, and Rituals Popcorn, each offering a variety of flavors and pricing strategies. To enter the Indonesian market, Eng's Popcorn must comply with local regulations, including obtaining necessary certifications and understanding import tariffs.

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Dena Rishawa
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39 views

Eng's Popcorn

Eng's Popcorn is a Malaysian brand known for its unique flavors and high-quality popcorn, established in 2017. The Indonesian snack market is competitive, with key players including Chicago Popcorn, Eureka Popcorn, and Rituals Popcorn, each offering a variety of flavors and pricing strategies. To enter the Indonesian market, Eng's Popcorn must comply with local regulations, including obtaining necessary certifications and understanding import tariffs.

Uploaded by

Dena Rishawa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Capacity

Building
Program For
SMEs Via
Market Linker
Export Guidance
Strategy
Executive Summary

Eng's Popcorn is one of the popular popcorn brands from Malaysia that has captured the hearts of
popcorn lovers in various countries, including Indonesia. With a variety of unique flavors and
crunchy corn quality, Eng's Popcorn offers a popcorn tasting experience unlike any other.

Eng's Popcorn offers a wide selection of interesting flavors, ranging from classics like caramel and
cheese to more unique flavors like durian, pandan, and even spicy flavors. These unique and bold
flavor combinations are what makes Eng's Popcorn so special.

Eng's Popcorn uses high-quality corn that is specially selected to produce popcorn with a crunchy
texture and savory taste. This quality corn is the key to creating delicious and satisfying popcorn.

Eng's Popcorn uses high-quality corn that is specially selected to produce popcorn with a crunchy
texture and savory taste. This quality corn is the key to creating delicious and satisfying popcorn.
Eng’s Popcorn
Popping In Your Heart
Local Industry Assessment
Eng’s Popcorn was established in 2017 in Batu Pahat, Johor. The name "ENG’S" is a tribute to the
nickname of the owner’s late father. Our brand used the slogan "Popping in your heart". Eng's
Popcorn offers guaranteed satisfaction for every single bite of our popcorn. We are offering mouth-
watering popcorn with 3 main flavor:
a. Sweet buttery popcorn with fully coated caramel.
b. Crunchy popcorn with real taste of strawberry
c. Chewy-crunchy popcorn with chocolate flavor.

The Indonesian snack food market is a dynamic and competitive landscape, dominated by local
brands that cater to a wide range of consumer preferences. The market is primarily driven by the
growing middle class, increasing disposable income, and changing consumer lifestyles.

Top 3 Brands and their market share:

Chihcago Popcorn
Eureka Popcorn
Rituals Popcorn
Competitor Analysis - Chicago Popcorn
Chicago Popcorn is a popcorn brand that generally originates
from the United States. The brand is famous for its various
flavors of delicious and crunchy popcorn.

The product is usually packed in various sizes, ranging from


small packs for individual consumption to large packs for
sharing.

Chicago Popcorn is known for its wide variety of mouth-


watering flavors. Starting from caramel, cheese, chocolate,
Chicago Mix, seasonal flavors

The base price for each flavor (Caramel, Cheese, Chocolate,


Chicago Mix, and Seasonal Flavors) is Rp 55,000 for regular
size and Rp 65,000 for X'tra size.
Chicago Mix and Seasonal Flavors are slightly more
expensive, at IDR 58,000 for the regular size and IDR 68,000
for the X'tra size.
Competitor Analysis - Eureka Popcorn
Eureka popcorn originated in Malaysia and entered Indonesia
in 2021.

The popcorn is crunchy and rich in flavor, very delicious. The


raw materials are strictly selected from high-quality, natural,
and Non-GMO ingredients, with no added preservatives.

Eureka Popcorn Malaysia offers a diverse range of flavors,


blending local and international tastes. From classic caramel
and cheese to unique combinations like nasi lemak and spicy
chocolate, there's something for everyone. Their ever-evolving
flavor selection ensures a delightful snacking experience.

Eureka Popcorn offers a wide selection of interesting flavors


with varying prices, ranging from IDR 55,000 to IDR 150,000.
Eureka Popcorn also provides gift box packages in various
sizes and flavor combination
Competitor Analysis - Ritual’s Popcorn

Rituals Popcorn is a popcorn made by Indonesians founded in


2022. This popcorn uses special popcorn. Some people say
that the slogan “Rituals Popcorn is delicious and addictive” is
basically from Indonesia’s UMKM.

Rituals Popcorn offers a value pack of 3 flavors (caramel,


chocolate, almond) This homemade popcorn is 100% halal,
crunchy, and made fresh daily.

Rituals Popcorn offers a wide selection of interesting flavors


with varying prices, ranging from Caramel IDR 39,000, Almond
IDR 53,181, and Chocolate IDR 39,271.
Local Competitor Assessment

Based on our assessment, we noted the following:

Pricing: are higher than Eng’s Popcorn

Product Packaging: Competitors are mostly in powder bases in eco standing pouches and plastic
standing pouches, and they are stored in paper boxes.

Brand Positioning:

Unique Selling Point:


Export & Statutory Requirement
As per Component 2 - Company Readiness Assessment, the Advanced Herbs Co need to comply to
several requirements such as certifications from BadanPengawasanObatdanMakanan (BPOM),
StandarNasional Indonesia (SNI), Good Manufacturing Practices (GMP) and due to the many health
related ingredients, we foresee there will be a need to obtain special permit from KementerianKesehatan
(Ministry of Health).

Halal certification is required and if Detox LifeX10 already obtained JAKIM certification, the importer will
assist to obtain verification from the local halal system i.e. SiHalalwhich is managed by
BadanPenyelenggaraJaminanProduk Halal (BPJPH) under the Indonesian Ministry of Religion.

Based on the Product HS Code of 10059010*, we noted the following applicable taxation tariffs:
1.Import Duty (BM) of 5%
2.Value Added Tax (PPN) of 11% [Note: To increase to 12% in 2025]
3.Revenue Tax (PPH) of 2.5% via Importer.
Based on preferential rate for ATIGA (ASEAN Trade in Goods Agreement), Company can reduce the
Import Duty (BM) to 0%.
Go-To-Market Framework
Market Entry Progression
Target Channel
Brand Promotion - Off-line
Pricing Promotion - On-line
Market Entry Investment
THANK YOU

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