While arranging the distribution and build the corporate brand, when it Putera Sampoerna preparing new products. Completely new! Because he believes, without a new product that can accompany the Dji Sam Soe, Sampoerna not be able to increase ratings. Is not the BCG Matrix, also illustrated that there are four kinds of products in the portfolio of a company. Dji Sam Soe obvious cash cow, even solid cash cow.
With such high margins thanks to customer loyalty, even until now, the profit should be used to develop new products. Fear, in line with the product life cycle model, at one point Dji Sam Soe will be a "dog". Still produces margins but had to decline.
At this time, you see the desperate attempt to maintain the Dji Sam Soe as the real clove with stems wrapped so that only one product quality "still fresh". Dji Sam Soe Premium is an effort to return this product to be "star" back in customernya loyal segment. As Mercy who makes the model S Class. Dji Sam Soe While I think the filter is used to keep this legendary brand is not quickly become "dog".
Hoping there is a new segment is created. Namely, a loyalist of Dji Sam Soe "original" which began "worry" will tar and nicotine level. Or other brand smokers who want to "up grade", but have not dared directly to Dji Sam Soe.
Look, Mercy also launched a wide variety of products to expand the segment of sporty, so that it can accommodate the new segment. That is, people who already have plenty of Mercy Classic, but will have other products for the special occasion. Or could buy for her son who was younger ages would look old. Or even for people who want to "first class" as well.
But the problem will not be completed, if you're just "stuck" in the Cash Cow, Dog and Star! Competitive situation has changed because of new technology and changing consumer behavior will "kill" a company if there is no question mark products! His name alone is so, it means there is no guarantee that new products will be a "star" next to a cash cow.
New product definition itself is ranging from repackaging products in the most simple level until new to the world's most risky. Everything, of course, question mark because there is no guarantee of success. In this case, Putera Sampoerna decided to take the greatest risks. New to the World!
That's the premise of the new product development A-Mild! The technology when it was new to Indonesia used. Cigarettes must be kept, but with low tar low nicotine. Cigarettes should not be changing the character of the original Sampoerna Indonesia. But, should the high-tech breakthrough. Not just simply should be a cigarette that "at least not harmful to health", but also must be a "life style" new.
At that time, at the end of the eighties decade, the smokers as polarized into two. At the left end of the "extreme smokers" are the fans of Dji Sam Soe that even very "believe" in writing on the wrapper. What's that? If you cough and this isep cigarettes, then you will heal cough ... So it goes about ... In fact, some say Dji Sam Soe's "herbal cigarette" so it heals ... Great ya ...
However, at the right end which is also "extreme" is Smokers who do not know how to smoke. Only for "style" or join "flow". It was called a "lifestyle segments". This includes urban and modern women who want chic looks.
They like the cigarette lighter, do not make a cough, smaller but longer, smells nice and the packaging is not "tacky". In this segment, all filtering and the king when it can never Marlboro.Walaupun large in Indonesia, the world's brand a lot to give "inspiration" to young people, executives and women at the time.
In the middle of the two extremes is the largest market, the clove cigarette filters. Jagonya of course, at that time GG Surya and International and Djarum Super. Sampoerna decided not to "enter" the middle of a huge market, but competitive, but instead entered the market "niche" on the right! Dji Sam Soe's already on the left.
Desperate indeed, but that's the vision of a true entreperenur Mr. Son. Cigarette innovative, nationalists for remaining clove. The target time can shift the white Marlboro filter cigarettes. While "A" is one brand that is family owned Sampoerna time. There are products called Sampoerna A is not as successful as Dji Sam Soe.
Putera Sampoerna when it was requested that no effort so that the executives and young children are not ashamed to show A Mild. Should be proud!
When first released, A Mild considered "sissy cigarette". Cigarettes do not feel kreteknya. The first campaign was also not too successful, because the message was not clear. Cigarettes are the future of the first draft did not understand people. But, once the ad "Low Low Tar Nicotine" started out, people begin to understand.
The young and modern executives are more "health conscious" immediately receive the new product. And when Djarum began to enter the market, after several years, Sampoerna challenging the campaign's "How Low Can You Go?"
Next product developed by A Mild Menthol is shades of green, especially for women. Because this segment experienced a huge growth, especially as a lifestyle Smoker. It's all still remain consistent with the Corporate Branding Sampoerna: Smoking Tobacco, Cigarette sauce instead!
When I began to establish MarkPlus Professional Service in Surabaya, May 1, 1990, A Mild is still struggling to find his true identity. But, I do believe firmly that the Question Mark this Product will be a star and eventually cash cow both accompanied Dji Sam Soe. (*)
With such high margins thanks to customer loyalty, even until now, the profit should be used to develop new products. Fear, in line with the product life cycle model, at one point Dji Sam Soe will be a "dog". Still produces margins but had to decline.
At this time, you see the desperate attempt to maintain the Dji Sam Soe as the real clove with stems wrapped so that only one product quality "still fresh". Dji Sam Soe Premium is an effort to return this product to be "star" back in customernya loyal segment. As Mercy who makes the model S Class. Dji Sam Soe While I think the filter is used to keep this legendary brand is not quickly become "dog".
Hoping there is a new segment is created. Namely, a loyalist of Dji Sam Soe "original" which began "worry" will tar and nicotine level. Or other brand smokers who want to "up grade", but have not dared directly to Dji Sam Soe.
Look, Mercy also launched a wide variety of products to expand the segment of sporty, so that it can accommodate the new segment. That is, people who already have plenty of Mercy Classic, but will have other products for the special occasion. Or could buy for her son who was younger ages would look old. Or even for people who want to "first class" as well.
But the problem will not be completed, if you're just "stuck" in the Cash Cow, Dog and Star! Competitive situation has changed because of new technology and changing consumer behavior will "kill" a company if there is no question mark products! His name alone is so, it means there is no guarantee that new products will be a "star" next to a cash cow.
New product definition itself is ranging from repackaging products in the most simple level until new to the world's most risky. Everything, of course, question mark because there is no guarantee of success. In this case, Putera Sampoerna decided to take the greatest risks. New to the World!
That's the premise of the new product development A-Mild! The technology when it was new to Indonesia used. Cigarettes must be kept, but with low tar low nicotine. Cigarettes should not be changing the character of the original Sampoerna Indonesia. But, should the high-tech breakthrough. Not just simply should be a cigarette that "at least not harmful to health", but also must be a "life style" new.
At that time, at the end of the eighties decade, the smokers as polarized into two. At the left end of the "extreme smokers" are the fans of Dji Sam Soe that even very "believe" in writing on the wrapper. What's that? If you cough and this isep cigarettes, then you will heal cough ... So it goes about ... In fact, some say Dji Sam Soe's "herbal cigarette" so it heals ... Great ya ...
However, at the right end which is also "extreme" is Smokers who do not know how to smoke. Only for "style" or join "flow". It was called a "lifestyle segments". This includes urban and modern women who want chic looks.
They like the cigarette lighter, do not make a cough, smaller but longer, smells nice and the packaging is not "tacky". In this segment, all filtering and the king when it can never Marlboro.Walaupun large in Indonesia, the world's brand a lot to give "inspiration" to young people, executives and women at the time.
In the middle of the two extremes is the largest market, the clove cigarette filters. Jagonya of course, at that time GG Surya and International and Djarum Super. Sampoerna decided not to "enter" the middle of a huge market, but competitive, but instead entered the market "niche" on the right! Dji Sam Soe's already on the left.
Desperate indeed, but that's the vision of a true entreperenur Mr. Son. Cigarette innovative, nationalists for remaining clove. The target time can shift the white Marlboro filter cigarettes. While "A" is one brand that is family owned Sampoerna time. There are products called Sampoerna A is not as successful as Dji Sam Soe.
Putera Sampoerna when it was requested that no effort so that the executives and young children are not ashamed to show A Mild. Should be proud!
When first released, A Mild considered "sissy cigarette". Cigarettes do not feel kreteknya. The first campaign was also not too successful, because the message was not clear. Cigarettes are the future of the first draft did not understand people. But, once the ad "Low Low Tar Nicotine" started out, people begin to understand.
The young and modern executives are more "health conscious" immediately receive the new product. And when Djarum began to enter the market, after several years, Sampoerna challenging the campaign's "How Low Can You Go?"
Next product developed by A Mild Menthol is shades of green, especially for women. Because this segment experienced a huge growth, especially as a lifestyle Smoker. It's all still remain consistent with the Corporate Branding Sampoerna: Smoking Tobacco, Cigarette sauce instead!
When I began to establish MarkPlus Professional Service in Surabaya, May 1, 1990, A Mild is still struggling to find his true identity. But, I do believe firmly that the Question Mark this Product will be a star and eventually cash cow both accompanied Dji Sam Soe. (*)
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