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Tourism Ministry, national bicycle company agree on co-branding
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A bicycle passes one of the colonial buildings in Kota Lama, Semarang. (JP/Ganug Nugroho Adi)
Bicycle company Polygon is one of 19 Indonesian brands that has partnered up with the Tourism Ministry for a co-branding agreement.
The agreement will allow Wonderful Indonesia and Pesona Indonesia tourism brands to be placed on the company's products.
“Wonderful Indonesia and Pesona Indonesia have a high value and they will help elevate the brand that is being put alongside these two tourism brands,” said Tourism Minister Arief Yahya.
Since 2014, Arief has been working hard in promoting those two brands in the international scene.
Read also: Tourism Ministry to hold Wonderful Indonesia Co-Branding Forum
“Polygon is chosen because it has quite a strong market in Europe. Its parent company PT Insera Sena has reached out to 62 countries through Original Equipment Manufacturer [OEM] for international brands, such as Scott, Kona, Kuwahara, Mustang, Miyata, Avanti, Marin and other brands since 1999,” said the ministry's Archipelago Marketing Development deputy Esthy Reko Astuti.
Tourism Marketing Strategy Department acting assistant Hariyanto said Polygon has fulfilled all the requirements needed for a partnership deal with the ministry.
“Polygon has a complete set of products; it only use high quality materials and targets high-buying-power consumer,” said Hariyanto.
The second requirement is it has to be made in Indonesia and use local materials. While the last requirement is the product distribution reaches both national and international markets.
The partnership with Polygon will also focus on sports tourism. “There are plenty of sports tourism activities that are being supported by the ministry, such as Tour de Flores, Tour de Singkarak, Tour de Indonesia and others,” added Esthy.
“We welcome with open arms the invitation from the Tourism Ministry. Polygon is one of Indonesian brands that has strong existence in the overseas market; we’re also the first that has been consistent in taking part at Eurobike, the biggest bicycle exhibition in Europe, since 2011,” said PT Insera Sena marketing director Ronny Liyanto.
Read also: Stanford study reveals Indonesians laziest walkers in the world
“Polygon's participation in international exhibitions is proof that the company has been consistent in spreading its wings to the global market,” Ronny added.
Polygon is originated from Sidoarjo, East Java. The brand’s first foray into the international market was in Singapore, Malaysia and then followed by Thailand, Korea, Australia, Philippines, Japan, the Czech Republic and Croatia.
The business model of PT Insera Sena is 70 percent export and 30 percent local market. The company is currently listed among 20 biggest bicycle producers in the world.
Since 2012, the company has opened a distribution channel to Europe.
Polygon bikes are currently available in almost 50 stores in Germany and France and the brand has also been launched in California, United States. (kes)
