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Justifying a premium

Belinda Olga Cinintya

Account Manager

Kantar Millward Brown




The market for fast moving consumer goods in Indonesia is dynamic, and one of the fastest-growing categories right now is sweet soy sauce. This is a crowded category, and many brands are focusing on affordability to edge out the competition. Bango, however, is the category leader and sells at a higher price than many of its rivals. To protect its leadership position, it has to justify its higher pricing in light of the potential threat from other brands.


This challenge is made all the more difficult because as well as beating Bango on price, competing brands are echoing aspects of Bango’s brand communications, including focusing on Bango’s “malika” story, explaining that the sauce begins with the finest malika, or black beans. They are presenting a meaningful brand message through high-quality communications.


Faced with this situation, Bango is using innovative communications approaches to generate and maintain consumer excitement about the brand, both online and offline. The brand is linking its live events, such as the culinary fair Festival Jajanan Bango and 1001 Ramadan, with its food heritage app, Warisan Jajanan Kuliner. These innovations not only win attention but they are aligned with Bango’s core proposition: a great brand experience through unquestionable quality. This resonates well with consumers, and helps to elevate Bango’s brand value in the market.