Thinking about what makes a dessert revolution? Chateraise brought their A-game to Indonesia with ONLY five bold tactics, shattering expectations and boosting sales like never before
You might think, “What’s the big deal about some desserts?” Oh, but we’re talking about a confectionery coup that left local sweet makers in the dark.
But let’s not sugarcoat it—revolutionizing desserts in a market flooded with treats was no piece of cake. From crafting flavors that resonate with local taste buds to pricing that makes sense
Intrigued? Let’s find out how they did it.
1. Unique Flavor Fusion:
When Chateraise decided to step into Indonesia, it wasn’t merely about opening shop.
Think of it as crafting a culinary bridge between Japan and Indonesia, where each sweet treat tells a story of cultural harmony.
Imagine a dollop of matcha – that quintessentially Japanese symbol – mingling with the vibrant zest of local Indonesian fruits.
Or picture a dorayaki, but with a twist: its typically sweet red bean filling swapped out for spreads that sing with Indonesian flavors. It’s like a culinary handshake between the two traditions.
This wasn’t a simple case of mixing and matching. It required a genuine understanding of the subtleties that define both Japanese and Indonesian palates (1).
It’s not enough to know that a sweet tooth is universal; it’s about appreciating why and how. This journey meant preserving the refined elegance of Japanese desserts while introducing a spark of Indonesian flair – a balancing act of innovation and tradition.
Through this thoughtful blend, Chateraise did more than just widen its consumer base.
It extended an invitation to Indonesian food lovers to embark on a flavour-filled voyage that honours the culinary heritage of both nations.
And let’s be honest, in a world that can sometimes feel too divided, what’s more beautiful than finding common ground in a shared love for desserts?
2. Strategic pricing:
Chateraise’s decision to adjust their pricing strategy in Indonesia was more than just a matter of economics; it was a strategic maneuver that reshaped the local dessert landscape.
Imagine, if you will, premium Japanese desserts that once bore a price tag of IDR 25,000, suddenly becoming accessible at less than IDR 15,000 (2).
This wasn’t just about slashing prices; it was about making a statement in the market, a bold declaration that quality and affordability could go hand in hand.
For local confectioners, this move posed a significant challenge.
They had long prided themselves on their craftsmanship, their desserts not merely products but embodiments of tradition and culinary artistry.
Now, they found themselves in a new competitive arena, one where the bar for quality had been raised without a corresponding hike in prices.
That question is, how did they manage to lower down their prices white maintaining quality? That takes us to the 3rd point.
3. Local Manufacturing Leap
Chateraise took a daring leap into local manufacturing by pouring IDR 60 billion into setting up a state-of-the-art facility in Citeureup, Bogor (3).
This wasn’t just about expanding their footprint; it was a strategic pivot from relying on imports to embracing local production (4).
Imagine the logistics maze and the ticking freshness clock they dodged by making this shift!
This move wasn’t just about slashing costs, although that was a sweet bonus. It was about getting those delectable treats off the production line and into the market quicker, ensuring every bite retained the freshness that Chateraise is known for.
4. Farm-to-Factory Philosophy:
Diving into Chateraise’s “Farm-to-Factory” approach in Indonesia, they had to juggle two big plates:
keeping up their top-notch quality and embracing the local agricultural scene.
This is rooted in what they are doing in Japan. For instance, in Japan, they have been working with a third-generation farmer in Yamanashi Prefecture for sourcing peaches, which might even be air-flown to stores overseas, including Indonesia (5).
For Indonesia, they ended up working closely with local farmers, possibly even sharing some trade secrets on how to grow the best crops for those delectable desserts.
This wasn’t just about getting the freshest fruits for their cakes; it was about supporting the local economy and reducing the need to haul ingredients from afar. But, this move wasn’t all smooth sailing.
Ensuring every locally sourced ingredient was up to par with Chateraise’s standards was a tall order, bringing its own set of challenges to the table.
5. Mastering the Hybrid PR Model
Last but not least, Chateraise’s rise in brand rankings is a blend of tradition and trend. a dash of traditional media charm with a sprinkle of social media marketing.
They captivated the hearts through the founder series classic TV show called “Cambrian Palace,” where their tale of craftsmanship unfolds, while simultaneously utilising X social media platform to enhance that founder series and make it more trendy.
It’s this blend that makes their brand resonate across generations, turning every customer into a storyteller.
Frankly, Chateraise isn’t just selling sweets; they’re creating a community where every tweet and TV spot adds flavor to their story.
In a nutshell, Chateraise didn’t just land in Indonesia; they danced in, blending cultures, supporting locals, and making luxury a little more reachable. And let me tell you, the confectionery scene here? Never been the same.
