CROSS-CULTURAL BRANDING
Cindyanti Oh Chia Ling – 2008 002 043
Sysilia Tanhati – 2008 002 047
Erika Putri – 2008 002 050
Zuwinda Zera – 2008 002 060
HISTORY OF DJARUM
Founded in 1951 by Oei Wie Gwan
1970 - built a research & development center to
create new kretek blends.
The company began exporting in 1972
1976 the company succeeded in creating the
first machine-made kretek known as Djarum
filter and in 1980, one of the company's most
popular brands - Djarum Super was launched
Djarum adalah pengekspor rokok kretek
terbesar di dunia
DJARUM as GLOBAL BRAND
Djarum cigarettes are no longer
available for purchase in the US as
of September 22, 2009. The
Family Smoking Prevention and Tob
acco
Control Act, introduced in the US
Congress and signed into law by
President Barack Obama
DJARUM as GLOBAL BRAND
Local Brands
Djarum Super, Djarum Coklat, Djarum 76,
Djarum Istimewa, L.A. Lights, L.A. Menthol
Lights, Djarum Black, Djarum Black Cappuccino,
Djarum Black Tea, Dos Hermanos (cigar)
International Brands
Djarum Super, Djarum Supersmooth, Djarum Black,
Djarum Special, Djarum Lights, Djarum Bali Hai,
Djarum Splash, Djarum Menthol, L.A. Lights, L.A.
Menthol Lights, Djarum Spice Islands (kretek
cigarillos), Djarum Gold, Djarum Cherry
LOCAL BRANDS
INTERNATIONAL BRANDS
DJARUM BLACK
70% Market Share (kategori kretek) di
Amerika
Positioning : INOVATIF & KREATIF
Segmentation : youngsters, executive
Target market : middle-to high class
Modern, stylish, different and classy
GLOBAL MARKETING
Perbedaan :
Kultur
Hukum Tantangan dalam
memformulasikan
Komunikasi strategi pemasaran
Ekonomi
Djarum - Marketing & Promotion
Strategy
Indonesia :
ATL & BTL
Regulasi pemerintah
masih longgar
Health-concsious
rendah
Djarum Black :
community marketing
New-wave Marketing
Marketing & Promotion Strategy
Non-Indonesia :
ATL Hanya di event sponsorship
Tidak boleh menjadi event
creator
BTL Hanya di media khusus orang
dewasa
ADVERTISEMENTS &
PROMOTIONS-International
ABOVE THE LINE
ADVERTISEMENTS &
PROMOTIONS-International
Below The Line
DJARUM BLACK
Tourists visit Indonesia on holiday
"They understood, explored, and
experienced the unique taste of clove
cigarettes while they were in Indonesia.
When they smell clove tobacco, it brings
the holiday experience back to their mind.
But for some smokers, they just want to
enjoy the experience of smoking kretek
because of its unique taste and aroma."
Djarum - Marketing & Promotion
Strategy
Compliance with the regulations
→in Europe, Djarum Super has lower tar and
nicotine content than Djarum Super in Indonesia
Health-conscious
abel
Warning L
Compliance With The More than
30%
s of
proportion
Regulations packaging
Compliance With The
Regulations
Smokin bans
• Some countries require cigarette packs to contain warnings about
health
• German - Since January 1, 2007, all cigarette machines in public
places in Germany must attempt to verify a customer's age by
requiring the insertion of a debit card
• Hungary - In 2009, a proposal to ban smoking in most public places
including restaurants, bars, etc. was placed on hold
• Japan - Smoking is banned on most public transport and on many
train station platforms, however enforcement mechanisms such as
fines remain absent.
• Turkey - In July 2009, a restaurant owner in Saruhanli was
murdered by one of his customers for attempting to enforce the
smoking ban.
Djarum - Marketing & Promotion
Strategy
Meeting the consumer’s taste preference
→Tea flavor only in Indonesia, other flavoured
cigarettes not launched in Indonesia (Djarum market
research)
Maintains an official website containing information and
input from around the world
New-Wave Marketing : Integrasi antara offline dan
online, low budget high impact
Indonesia is a kretek-loving country, but in many
countries the concept of mixing tobacco with cloves is
unknown to most smokers → Customer Loyalty !!!
