Product and Price

Company : HM SAMPOERNA

Specific Product: A Mild









The Purpose : Why A Mild can survive in the market?

Research Question:
1. When First Introduced
2. The Ingredients of A Mild
3. The Competitor of A Mild
4. The Innovation of A Mild
5. Who are the Market of A Mild

• When first introduced

Sampoerna A Mild is the pioneer for the A mild type cigarette in Indonesia since early 90's.
The company has put a lot of effort to promote and educate the market/public about the advantages of mild cigarettes. The effort paid off when Sampoerna A Mild received a good response and the market value increased.

• The Ingredients of A Mild

The Ingredient of A Mild is Tobacco, cengkeh, and the most important is 14 mg TAR, 1.0 MG
NICOTINE.

• The competitor of A Mild

1. Djarum LA Lights
2. Class Mild
3. X Mild
4. Star Mild
5. Gudang Garam Signature Mild

• The Innovation of A Mild

The innovation of A Mild, consist of two aspects:
1. Packaging









2. Marketing

• Who are The Market

1. The Market are youth,
2. Teenagers,
3. Old man as possible

Expected Finding:
A mild can survive because they have very interesting innovation.
For example:

1. In the packaging they have unique and different package than other product
2. The advertising of A Mild more interesting than other product

COMPANY HISTORY OF SAMPOERNA

PT Hanjaya Mandala Sampoerna Tbk. (“PT HM Sampoerna”) traces its origin to Liem Seeng Tee, a Chinese immigrant who founded the Company in 1913. At his home in Surabaya, Indonesia, he began producing and selling hand-rolled kretek cigarettes, named after the crackling sound they make as they burn.

His small company was among the first to manufacture and market kretek as well as non-clove cigarettes on a commercial basis.By the early 1930’s, Liem Seeng Tee had changed his family name and the name of his company to Sampoerna (Indonesian for “perfect”).

World War II, and the occupation of Indonesia by the Japanese, saw the internment of Seeng Tee and the closure of his business.However, by 1959, three years after the passing of Seeng Tee, and in the aftermath of Indonesia’s struggle for independence, PT HM Sampoerna was once more on the verge of closure. In that year, Aga Sampoerna (Seeng Tee’s second son) was appointed to lead the company, and succeeded in reestablishing and rebuilding the company.