CROSS-CULTURAL BRANDINGCindyanti 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 Tobacco Control Act, introduced in the US Congress and signed into law by President Barack Obama

DJARUM as GLOBAL BRAND

Local BrandsDjarum 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 BrandsDjarum 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

HukumKomunikasi

Ekonomi

Tantangan dalam memformulasikan strategi pemasaran

Djarum - Marketing & Promotion Strategy

Indonesia : ATL & BTL

Regulasi pemerintah masih longgar

Health-concsious rendah

Djarum Black : community marketingNew-wave Marketing

Marketing & Promotion Strategy

Non-Indonesia :

Hanya di event sponsorshipTidak boleh menjadi event creator

ATL

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

Compliance With The Regulations

Warning Label

More than 30%

proportions of

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 !!!