Sewu Segar Nusantara’s Marketing & Communications Department was featured in the September 2014 issue of MIX Magazine for its achievements in spurring the success of Indonesia’s leading fruit brand, Sunpride®. Named the magazine’s Team of the Month, the department led by Luthfiany Azwawie as Marketing & Communications Manager was praised for building upon Sunpride®’s standing as the foremost Indonesian brand for bananas to effectively showcase a wider range of fruit and vegetable products. In this profile of the Sewu Segar Nusantara (SSN) marketing team, the article also provided insights into the strategy behind the 40% increase in sales for Sunpride® products between 2012 and 2013.
Among the programmes detailed in the MIX Magazine article was SSN’s targeting of Indonesia’s growing health-conscious consumer base comprised of organisations such as Indorunners. The marketing team has also reached out to the fashion community through the sponsorship of events such as Jakarta Fashion Week, as well as the student community through campus visits. At the core of these consumer engagement initiatives, designed to raise brand awareness and educate consumers on the benefits of fruits, is the motto ‘testing is believing’. As explained by Ms Azwawie, “sampling remains the most effective way to invite consumers to try our products.”
Also emphasized was the Marketing & Communications Department’s use of social media and an active group of brand ambassadors - collectively referred to as 'Sunpride Girls'- that visits schools, university campuses and retail outlets to promote fruit products such as high quality pineapples and oranges. Success in carrying out these programmes on a frequent basis has facilitated Sunpride® being named the Best Choice for Fruits by Men’s Health and Women’s Health magazines.
In addition to its multi-faceted marketing strategy, Sewu Segar Nusantara was lauded for its hosting of the Indonesia Fruit Summit 2013; recognised by MIX Magazine as one of the top five corporate PR programs of the year (See Sunpride Hosts Fruit Summit 2013).