 OutlineSampoerna Hijau is one of the strongest cigarette brands in its category - clover cigarettes. The company which is HM Sampoerna has been recognized as the third leading company in the cigarette industry which holds a massive penetration in the Indonesia marketplace. Comprising of numerous famed cigatrette brands as part of their extension, brands such as Dji Sam Soe & A Mild, HM Samperna stands strong in the production of good quality cigarette products with quality materials. Growing from a family business using sound strategic methods with a soft conventional approach, HM Sampoerna has now reached wide, spreading throughout the professional marketplace delivering to specific target audiences in Indonesia and internationally. Since the Phillip Morris acquisition process took place they have also taken their advantage to gain further success abroad.SituationSampoerna Hijau was faced with various issues, as its overall brand awareness and naming structures were having difficulty with positioning and recognition. Without making drastic changes to the look and feel of the package, it was our challenge to accommodate a cigarette market which is known to be particularly sensitive. In terms of pack visualization, it also shares similarities, almost exactly with other brands that are also produced by HM Sampoerna, suffering from lack of differentiation.SolutionHM Sampoerna made a strategic investment in preparing their branding communication for Sampoerna. through this process they allowed the consumer to know of the 'new' Sampoerna Hijau image and position it as the highest value player in the marketplace. With the new visualization and strong communication, the total perception has been a turnaround positively and elevates the position in the market dramatically.
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