PT Sony Indonesia expects year-end festivities to propel sales, contributing to more than half of the Japan-based electronic maker’s annual sales.
PT Sony Indonesia president director Satoru Arai said that although there had been “many negative” predictions regarding the Indonesian market, it expected the second half (H2) would continue to book greater sales thanks to Christmas and New Year.
“Generally, around 60 percent of our annual sales are made in the second half,” he said on Monday.
In its September publication, Bank Indonesia (BI) reported weaker consumer consumption. The central bank also predicted that prices of key consumer goods, such as food, beverages and cigarettes, would continue to climb in the run up to Christmas and New Year.
Arai added that the company expected this year would be no different as the company took steps to keep up electronics purchases among consumers.
“We have not increased our prices,” he said. “Thus, given that our consumers spend in rupiah, they will remain unaffected by the exchange rate.”
Based on World Bank figures, the rupiah depreciated 17 percent against the US dollar in the third quarter. This situation forced several electronic makers to adjust their prices given that many products were imported.
Panasonic Indonesia, for example, had previously said it planned to increase prices by roughly 10 percent due to foreign exchange (forex) pressure.
Arai added that Sony had launched approximately 20 new products under the firm’s two critical categories — audio and television.
The new products launched on Monday included a 55-inch television and “mirrorless” camera. Sony recently launched a new Vaio lineup — their personal computer.
“Of course, we have chosen this time to launch the products in lieu with year-end buys,” he said, adding that another strategy to attract consumers would be the reinvigoration of store displays.
He added that with year-end predictions in place, Indonesia would remain a strong market, being