An existing bottling facility is underutilized and has plenty of idle capacity.
Considering sunk cost and ongoing monthly expenses, owner decides to make
use of the facility. Currently, PT. Nugra Hidratama, producing newly
launched own brand, FiberKid®. Its distribution is handled by a sister
company, PT. Nugra Karsera, that has no experience in FMCG.
PT. Nugra Hidratama established in 2010, as a business diversification into
production. The idea concepted is to produce a Hypotonic solution for
dehydrated children. Its use is to replace Oralit. The initial product planned to
be launched was HidraKid®, it was formulated with a pleasant taste, it can
also be sold as “Gatorade®” for Kids. However in 2013 the company decided
to dropped the project and taking the OEM projects of National Brands such
as L-Men, Nutridrinks & Sosro that last for 2 years. Later in 2017, the first
own brand released is FiberKid® after a year of product development.
FiberKid® is a high fiber, low sugar health drink for kids, aimed towards
premium segment.
The optimum capacity is 96,000 bottles (350ml) / day and each month has 22
working days. Tallies to 2,112,000 bottles monthly.
Should PT. Nugra Hidratama can run at an optimum level, the cost of
producing each bottle could come down to 260idr/ bottle Compared to if it
runs at 48,000 bottles/ day the cost of producing each bottle is 565idr/ bottle.
To Optimize the capacity, PT. Nugra Hidratama has to ensure its sister
company, PT. Nugra Karsera, does well in marketing FiberKid®. This group
field project studies in ways on how to do so.
On top of it, PT. Nugra Hidratama has to be able to market their leftover
capacity in the OEM Market.
Indonesia food and drink report forecasted year on year growth of average 7%
on RTD, there is an opportunity to be part of that growth. This Group Field
Project is looking to optimize PT. Nugra Hidratama capacity and to recover
Initial investment spent.



Supervisor: Roy Sembel