History SariWangi
PT
Sariwangi AEA was founded in 1962 , initially operating in the tea
trade and later became a producer of tea ( tea producing its own
including blending and packaging manufacturing products ) . In
the late 1980s , the company introduced a concept of Indonesian tea
bags in the market using the company 's own brand Sariwangi and at the
same time introduced the name " Tea Bags " in Indonesia . Furthermore, the brand was acquired by PT Unilever Indonesia Tbk in 1989 .Indonesia
has a strong tea culture with 3 main flavors , flavor jasmine
concentrated in Central Java and East Java , Vanilla flavor is
concentrated in Sumatra and the last Black tea flavor concentrated in
West Java and East Java and the islands outside Java . Sariwangi a leading tea brand archetype which operates exclusively in the tea bag segment . Sariwangi is a local brand that was introduced in 1973 in the form of
tea bags - a new modern way to drink tea other than tea powder .Investment Unilever communication has given SariWangi teabag brand identity as Indonesian with aspirational and premium image . SariWangi has managed to rejuvenate the Indonesian leaf tea market decline . Teabag
segment increased market share in the last 4 years , especially due to
the very aggressive boost conversions performed by Sariwangi packs of
tea to tea bags . A number of activities undertaken to improve the use Sariwangi by
increasing consumption through time with tea , recipes , tea and health
campaigns , and other activities
Innovation Sariwangi
• Sariwangi regarded as a tea brand is modern, progressive , innovative and popular .
• Some product innovation that has been done by Sariwangi
• Variants of green tea in 2006 .• Always softness to develop core variants ( Black , Jasmine and Vanilla ) .
• Another innovation is more on communicating and activating the use of tea bags to divert users into user packs tea teabag .
• A new innovation by launching Sarimurni round tea ( tea with technology Osmofilter ) in April 2007 .
Products Sariwangi
Original Tea Sariwangi
SariWangi Original Tea black tea derived from naturally processed by
means of dried ( diferementasikan ) without the use of dyes or
preservatives to produce color , taste , and aroma of high quality tea .
Original Green Tea SariWangi
Green tea has been a part of medicine for thousands of years , originated from China which then eventually spread throughout the world . Green tea maintains maximal amount of antioxidants and polyphenols that green tea is rich in goodness .
Green tea has been a part of medicine for thousands of years , originated from China which then eventually spread throughout the world . Green tea maintains maximal amount of antioxidants and polyphenols that green tea is rich in goodness .
SariWangi SariMurniIs
a black tea with vanilla scent is packaged in a round bag with Osmo filter technology with advantages :1 . Saving flavor and aroma of natural tea leaves2 . When brewed , the pores will filter and release the content of tea is good only to produce clear tea with bright colors
a black tea with vanilla scent is packaged in a round bag with Osmo filter technology with advantages :1 . Saving flavor and aroma of natural tea leaves2 . When brewed , the pores will filter and release the content of tea is good only to produce clear tea with bright colors
SariWangi SariMelatiIs
green tea with jasmine scent plucked from the top three leaf tea to produce high -quality jasmine tea with jasmine flavor and aroma steady .
Marketing Strategy SariWangi
The
strategy of viral marketing is a marketing communication strategy
through word of mouth online is used by marketers to disseminate
information products through an interactive activity between the
marketer and the target audience in order to establish brand awareness
in the minds of its target audience . Campaign " SariWangi Let's Talk " in 2010 launched the website ' let's talk ' and facebook ' let's talk ' . Communication and interaction through the Internet is utilized by SariWangi by implementing viral marketing . Researchers
interested in analyzing how the viral marketing strategy that goes on
in the campaign " Let's Talk SariWangi " and understanding more about
what it is viral marketing . SariWangi
use both websites ' let's talk ' and facebook ' let's talk ' to further
expand the reach of the campaign ' Let's Talk ' , both in print and
digital media . This is due to the increasing use of digital media among the target group SariWangi . In this study , researchers wanted to know more about how viral
marketing strategies to establish brand awareness target audience who
has followed the campaign " Let's Talk SariWangi " and think about the
target audience of the objectives of the campaign " Let's Talk SariWangi
" .
Brand Excellence SariWangi
• Prescription Sariwangi - create a new taste experience is a remarkable success .
•
Research shows that the maximum benefits of tea will be obtained
through regular tea consumption ( 4-6 cups of tea per day ) . Presentation of different ways ( both hot and cold ) and the addition
of other ingredients ( such as sugar , lemon , milk , etc. ) does not
reduce the benefits of tea .
•
Sariwangi is the only tea brand that brings together the Indonesian
archipelago , and consistently communicate the warmth of togetherness . One of the activities is " closer Sariwangi warmer " in 2005 .
• In 2006 , Sariwangi hold ' Car Sariwangi Homecoming ' as a means to
foster intimacy between family members through better communication
during preparation and traveling back and forth to the car Homecoming
Sariwangi facilities .
• In 2006 and 2007 Sariwangi acquire ICSA Award ( Indonesian Customer Satisfaction Award ) held by SWA and Frontier .•
In 2006 Sariwangi awarded the Consumer Packaging Branding Award (
kategory " gold " ) held by SWA magazine , Mix magazine , Landor , dm
Associates , and Imago School of Modern Advertising .
Reference:
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