Entrepreneur Maicih Chips by Reza Nurhilman

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.