PT Chosen Mitra Abadi — Bocorocco
Sebelum menganalisis data, pahami dulu bisnisnya — siapa mereka, apa yang dijual, dan bagaimana model distribusi premium footwear di Indonesia.
Bocorocco adalah brand premium footwear Indonesia-Italia yang diproduksi oleh PT Chosen Mitra Abadi. Mengusung Pillow Concept Technology™ — insole 9 lapis yang dipatenkan secara global — Bocorocco memposisikan diri di segmen super premium dengan harga Rp 3,59 juta hingga Rp 22,39 juta per pasang.
Company Profile
Pillow Concept Technology™
Bocorocco's core differentiator is the world-patented 9-layer insole technology that provides superior comfort and pain reduction. This technology is the foundation of the brand's premium positioning and is central to their marketing claims.
🏅 Key Certifications & Partnerships
Bocorocco received Halal certification in August 2024 and became the Official Footwear Partner of PSSI/Timnas Indonesia — strengthening brand credibility in both religious and sports markets.
Distribution Channels
| Channel | Type | Description |
|---|---|---|
| Dept Store | Retail | SOGO, Seibu — premium department store counters |
| IBO Network | Direct Sales | ~150 independent business owners, personal selling model |
| Marketplace | E-Commerce | Blibli, Shopee — online marketplace presence |
| Event | Offline | Exhibitions, bazaars, pop-up stores |
Product Categories
| Category | Target | Price Range |
|---|---|---|
| Men's Shoes | Professional men, executives | Rp 3.59M – Rp 22.39M |
| Women's Shoes | Professional women, fashion-conscious | Rp 3.59M – Rp 18.99M |
| Accessories | Complementary products | Rp 500K – Rp 3.5M |
Competitive Landscape
Bocorocco competes in the premium comfort footwear segment against established international brands:
- Hush Puppies — comfort casual, mid-premium positioning
- Geox — breathable technology, Italian heritage
- Ecco — Scandinavian comfort, direct injection technology
- Clarks — British heritage, comfort-focused
- Brodo — Indonesian premium brand, younger demographic
Stakeholder & Business Need
The Head of Sales needs a comprehensive Q1 2026 performance report for the upcoming business review meeting. The report must cover sales performance across all channels, target achievement, and customer feedback analysis to inform strategic decisions for Q2 and beyond.
✅ Why This Case Study Matters
As a Sales Support & Analyst, the first step is understanding the business model — the channels, the products, the technology claim. This page sets the stage for the analysis that follows.