Kisah Pendiri Aqua, Pernah Dianggap Aneh | Tirto Utomo

Summary

The video script narrates the inspiring story of Tirto Utomo, the founder of Aqua, who faced immense challenges in pioneering the bottled water industry in Indonesia. Born in 1930, Tirto's journey from a law graduate to a journalist and then to a successful businessman is remarkable. His innovative idea of selling bottled water was initially met with skepticism, but through perseverance and strategic pricing, Aqua became a household name. The script highlights the importance of being a pioneer, embracing competition, and the impact of pricing on consumer perception.

Takeaways

• 😀 Maikel Selamat is the host of the channel 'si kutu buku' where he shares inspirational stories rather than discussing books.
• 🎓 Tirto Utomo, the subject of the video, was born in 1930 in Wonosobo, Central Java, and pursued higher education in law at Universitas Gadjah Mada and Universitas Indonesia.
• 📰 Tirto had a successful career in journalism, working for Jawa Pos and later becoming the editor-in-chief for five years at a major national media outlet.
• 🛣️ After completing his legal education, Tirto transitioned to the oil industry, joining PT Permina (which later became Pertamina), where he rose to the position of Head of the Legal and Foreign Sales Division.
• 🌍 Tirto's international business dealings provided him with a global perspective and insights that would later influence his entrepreneurial venture.
• 💡 The idea for Aqua was born out of a meeting with an American delegation where the wife of the delegation leader fell ill due to contaminated drinking water, sparking Tirto's interest in bottled water.
• 🚀 To learn the bottled water business, Tirto sent his brother, Slamet Utomo, to intern at Polaris, an established bottled water company in Bangkok.
• 🏢 In 1973, Tirto founded PT Aqua Golden Mississippi, which would later be rebranded as Aqua due to marketability and cultural considerations.
• 📉 Aqua faced initial sales challenges, with Tirto even having to use his personal funds to cover operational costs for three years.
• 💸 A strategic decision to increase the price of Aqua threefold unexpectedly boosted sales, as consumers began to associate the higher price with better quality.
• 🌐 Aqua's success led to the perception of it as a healthy drinking water option, and its popularity grew beyond the premium market to include the general public.
• 🏆 Tirto's story teaches that being a pioneer is challenging and that initial ideas may be met with skepticism, but persistence and quality can lead to success.

Q & A

Who is the main subject of the video script?

The main subject of the video script is Tirto Utomo, the founder of Aqua.

What year was Tirto Utomo born and where did he grow up?

Tirto Utomo was born in 1930 in Wonosobo, Central Java.

What did Tirto Utomo study after graduating from high school?

After graduating from high school, Tirto Utomo continued his studies at the Faculty of Law at Universitas Gadjah Mada in Surabaya.

What was Tirto Utomo's profession while studying at Universitas Gadjah Mada?

While studying at Universitas Gadjah Mada, Tirto Utomo worked as a journalist for Jawa Pos.

How long did Tirto Utomo work as an editor-in-chief at a national media outlet?

Tirto Utomo worked as an editor-in-chief for five years, from 1955 to 1959.

Why did Tirto Utomo decide to switch professions after graduating from the Faculty of Law at Universitas Indonesia?

Tirto Utomo decided to switch professions to work according to his education, as a legal expert, which led him to join a state-owned oil company, which later became Pertamina.

What was the initial challenge Tirto Utomo faced when he started his business in the bottled water industry?

The initial challenge Tirto Utomo faced was the lack of consumer understanding and acceptance of bottled water as a product, which resulted in poor sales for the first three years.

What was the turning point for Aqua's sales?

The turning point for Aqua's sales was when Tirto Utomo decided to increase the price of the product significantly, which paradoxically boosted consumer confidence and led to increased sales.

How did Tirto Utomo respond to the emergence of competitors in the bottled water industry?

Tirto Utomo welcomed competitors, believing that their presence would help the industry grow and educate consumers about clean and healthy drinking water.

What was the unique marketing strategy that Tirto Utomo employed to promote Aqua?

Tirto Utomo's unique marketing strategy was to give away free bottles of Aqua to small kiosks and tobacco vendors, hoping that after consuming two free bottles, consumers would be convinced of the product's quality and start buying it.

What lesson can be learned from Tirto Utomo's story about pricing strategy?

The lesson from Tirto Utomo's story is that underpricing a product can lead to consumer skepticism about its quality. By increasing the price, Aqua was able to build consumer trust and improve sales.