SAMPOERNA LAUNCH MARLBORO KRETEK FILTER

SAMPOERNA LAUNCH MARLBORO KRETEK FILTER

Sampoerna will launch new cigarette product, this product is Marlboro Kretek Filter. This product is mix between the special taste from Indonesia (kretek) with international brand (Marlboro).

Marlboro Kretek is the real example innovation from relationship Philip Morris as stoke holder from sampoerna and also producer of Marlboro with Sampoerna. Before Sampoerna launch this product, Sampoerna have survey to adult smoker Indonesia about what cigarette taste they want. The result is 92% they like kretek cigarette and Marlboro is the international cigarette brand they like. According to the result of survey Sampoerna have reason why they launch kretek cigarette with Marlboro brand.

Sampoerna will launch this cigarette on 9 July in Jawa and Bali, for the first market. If the market’s reason is good, Sampoerna will expand this cigarette to all Indonesia and possible to export to another country.

About this prospect of this product, Sampoerna optimist Marlboro kretek filter will get good responds from Indonesia smoker and also this product will not disturb market of another Sampoerna’s product such as Dji Sam Soe. Although have similarity about full flavor, but they have different segmentation and different taste. The form packaging Marlboro Kretek Filter include mix gold and dark red, content 12 stem/pack, offering price Rp 7000/pack.

With launch Marlboro Kretek Filter, Sampoerna was sure this cigarette ready to competition with other cigarettes from PT Gudang Garam or PT Djarum.

MY OPINION

I think this a good innovation from sampoerna, why? Because they know that most of Indonesia smokers like kretek cigarette and they know that their stoke holder (Philip Morris) has good international brand (Marlboro). So they mix those 2 advantage to produce a new product with taste what most Indonesia smoker like and good international brand.

About prospect this product, I agree with Sampoerna plan because others product of sampoerna with kretek taste such as Dji Sam Soe was be the first get market 28,8 % in 2007. so with this new innovation, I believe this product able to get good respond from Indonesia smokers.