Maicih
owner's identity:
1. Full
Name : Reza Nurhilman
2. Nick
Name : Axl
3. Place,
Date of Birth : Bandung, 29 September
1987
4. Address : Jl.Padaringan 40 A,
Complex KPAD, Gegerkalong, London
5. Formal
Education : - SMP 1
Cimahi 2002
- SMAN
2 London 2005
- Maranatha
Christian University
Department of Management 2009
Product
Profile :
1. Spicy cassava chips ( level 3, 5, 10 )
2. Fried Meatball
3. Gurilem
4. Seblak
Product
Price :
1. Spicy cassava chips ( Level 3-5) Rp 15,000
2. Spicy cassava chips ( Level 10) Rp 18,000
3. Gurilam and Jeblak Rp 15,000
Business
Profile :
By Tagline: "For Ichiher With Love"
Maicih want to be close to his fans, always spoiling
her fans with a quality taste.
The
beginning Business:
Ø Starting
in mid-2010
Ø With
a capital of 15 million
Ø Production
of 50 packs per day
Ø Initial
variant, namely chips and gurilem
Ø Producing
level 1 to level 5
Ø Marketed
by roving
Maicih
Present :
Ø Make
variants up to level 10
Ø Consumers
are very high
Ø The
production capacity up to 2000 packs / day
Ø Turnover
is 800-900 million per month (± 30 million / day)
Ø Have
20's generals as a seller
Ø Marketing
in Jakarta, Bandung, Yogyakarta, Surabaya, and others through a general
Ø Employees
about 30 people
The
Beginning of Maicih
Yet
a year, 'chips devil' iconic branded snack Maicih phenomenal in Bandung. Axl is
the finding the recipe chips from a grandmother. Axl met Mother figure
(grandmothers) who did have pepper crisps or chips recipe that have a great taste.
Mother figure is identical with “ke-icihan”. He always wear ciput. Her real
name is not Mak Icih, to create eccentric and to remember easily, so Axl gave name
“Maicih”. Axl met with her about 3 years ago in Cimahi. According to Axl, she did
not sell chips commercially. The chips produced only at certain moments.
Finally
in 2010, Axl started to sell chips commercially. At first axl sold Maicih just
three variants, namely, Chips, Seblak, and Gurilem. Then he is through a
network of friends and family. Through social networking, Axl tried to create
issues or word of mouth (WOM). Axl makes chips that level of spiciness with the
highest level is level 10.
Marketing
Strategy
This
is the point of successful of Maicih that have marketing strategies is out of the
box. Axl use technology today is a media Twitter and Facebook. Axl create
exclusive products that people are curious. He did not open a store like most
sellers, but he sold by the media twitter as the location where the general
information (agents) sell Maicih.
One
of Maicih that makes it unique is the term or terms made Maicih
management when they are communicating with potential customers and clients
through Twitter. There is "Mother" (grandmother ) for a person who
make Maicih and "Grandson" to consumers. Then, there is a
"General" for resellers, "Icihers" for slang term of Maicih
fans, "Republican Maicih" to management, and the term
"tericih-icih" to describe Maicih addicted to the spiciness of
Maicih.
