PT Sampoerna uses a market driven strategy to understand customers and competitors. They focus on providing products that match market demands, such as their mild cigarette A Mild which has low nicotine and tar. Through A Mild, PT Sampoerna also uses a blue ocean strategy to create a new category of mild cigarettes that was unique and different from existing options. Additionally, they provide customer value by making limited edition packs of A Mild cigarettes. PT Sampoerna also diversifies their product line to expand their market, meet different consumer tastes, and differentiate their products from one another.
PT Sampoerna uses a market driven strategy to understand customers and competitors. They focus on providing products that match market demands, such as their mild cigarette A Mild which has low nicotine and tar. Through A Mild, PT Sampoerna also uses a blue ocean strategy to create a new category of mild cigarettes that was unique and different from existing options. Additionally, they provide customer value by making limited edition packs of A Mild cigarettes. PT Sampoerna also diversifies their product line to expand their market, meet different consumer tastes, and differentiate their products from one another.
PT Sampoerna uses a market driven strategy to understand customers and competitors. They focus on providing products that match market demands, such as their mild cigarette A Mild which has low nicotine and tar. Through A Mild, PT Sampoerna also uses a blue ocean strategy to create a new category of mild cigarettes that was unique and different from existing options. Additionally, they provide customer value by making limited edition packs of A Mild cigarettes. PT Sampoerna also diversifies their product line to expand their market, meet different consumer tastes, and differentiate their products from one another.
PT Sampoerna make the market as the orientation for the strategies that must be believed that the customer is king, and necessary to maintain the relationship with the customer to maintain the loyalty. Market Driven Strategy outline a strategy that is applied in a way to understand the market, customers and competitors. Understanding the market mean that the products we provide must match what the market wants through. A mild product is one of the implementation of the strategy due to market driven product A mild has its own uniqueness with the nicotine and tar is low.
2. Blue Ocean Strategy
Blue Ocean Strategy used by PT. HM Sampoerna in business can be seen with the launch of A Mild. The launch is quite surprising many parties, especially the tobacco industry at the time. This is because product A-Mild is a unique product, which does not belong to any category, A-Mild through PT Sampoerna Tbk take bold steps to create a new category, namely SKM mild. Since the beginning of A-Mild is already designed to be a product that is second to none in the domestic market at the time. A-Mild is a low-nicotine cigarettes (Low Low Tar Nicotine) in Indonesia with the composition of the tar / nicotine 14 mg / 1.0 mg. 3. Provide customer value in its product Customer value is implemented by way of a limited edition in some sampoerna products, namely A-mild. Sampoerna produces limited edition product A mild-packs of 12 cigarettes, With A Mild limited edition, Sampoerna provide added value by giving a different look than the usual cigarette packs. 4. Diversification Product Product diversification was an attempt by the company to market several products that are similar to products already marketed before. Company's product diversification aimed at: To make durable product, Lead the product ready for consumption / use, fulfill the tastes, needs and expectations of consumers, Expanding the market, facilitate the transport, employment, the member value added, income, etc. So basically PT. HM Sampoerna Tbk. diversification of products to increase market penetration or to differentiate products from one another. Some products PT. HM Sampoerna Tbk. among others: I. PT Sampoerna - Smoke f. Kraton Dalem a. Dji Sam Soe g. Panamas b. A Mild h. Comet c. U Mild I. Sampoerna Pas d. Sampoerna Hijau j. A Flava e. Avolution