Khong Guan The Pioneer of the Indonesian Biscuit Industry.
When you hear the Khong Guan brand, you will think about the red square tin packaging with an image of a mother and her two children around a dining table, enjoying the biscuit and tea. Yup, the biscuit produced by PT Khong Guan Biscuit Factory Indonesia, Ltd. was established in 1970 by Hidayat Darmono and has become the pioneer of the biscuit industry in Indonesia.
Photo source: Khong Guan Biscuit (Instagram)
Actually the products they produce are not only the biscuits inside the red square tin, or what they call Red Khong Guan. A list of brand names such as Nissin, Monde, and Serena are also the products they created, and they keep on innovating. How not, Khong Guan now has around 418 types of biscuits, ranging from cream crackers, hard biscuits, and wafers, to cookies.
Photo source: Khong Guan Biscuit (Instagram)
The market segmentation that becomes their target is divided based on age and price. For age segmentation, Khong Guan products are made for children, teenagers, and adults. It is normal you find the Choco Bear, L.A. Bear, and Big Royal Wafer with packaging for kids; Oishii Milk Marie, Togo Fit, and Big Royal Coating are made for teenagers; and Cream Crackers, Malkist Crackers, Red Khong Guan, and Butter Cookies for the adults.
Photo source: Khong Guan Biscuit (Instagram)
As for the price segmenting, the Red Khong Guan biscuits are targeting the lower middle level, Nissin for the middle level, and Monde for the upper middle. Khong Guan also exports their products to many countries in Southeast Asia, East Asia, and America.
Photo source: Khong Guan Biscuit (Instagram)
According to their tagline “Tak Asing Lagi dan Tak Ada Duanya” (Familiar and The Only One), Khong Guan proved that although there are many other biscuit products from other companies, Khong Guan still exists in the biscuit industry in Indonesia.
The key to their existence is focusing on product quality. That is why Khong Guan uses only quality ingredients and is supported by modern machines and robotic packaging systems to ensure high-quality products.
Photo source: Khong Guan Biscuit (Instagram)
They also have halal certification from MUI, HACCP certification, and ISO 22000:2005 which makes Khong Guan undoubted as a brand.
A number of prizes had also been won, such as Top Brand Award for Biscuit Category (Not Wafer) in 2014 and Superbrands Award in 2008-2009. The strong distribution channel is also the key that makes it possible for you to find Khong Guan products everywhere, even in remote areas in Indonesia.