Malang Struddle and its promotion strategy

It’s has been Indonesian culture to bring oleh-oleh every time someone go to other places whether for business or vocation. Oleh-oleh is souvenir that was brought back from their trip to friends and family. It might be just one piece of chocolate but also could be 6 box of rolled cheese cake,or from small ornamented keychain to one complete set of traditional statue therefore souvenir or oleh-oleh business seems a promising business to start. In this recent 4 years, more and more Indonesian tourist visited Malang, due to the location of Malang is very near to a city called Batu, a city with many interesting tourist destinations that started to be known in the early year of 2013. Yet Batu hasn’t had any souvenir brand or shop that is really famous to the tourist, but in Malang had several souvenir brands that has been widely known by the citizen of Malang and the tourist. This brand has been the leader in the market since the year of 2000, but the biggest competitor comes in the year of 2014.

In 2013, a famous Indonesian soap opera actor, Tengku Wisnu, who was inspired from his trip to Germany when he ate struddle. He also has several gone to Malang and loves the cozy air and saw that Malang tourism has been developing fast. During his stay in Malang, he with his friend who comes from Malang and his friend Denny, who was professional food businessman make had an idea to make to make cake oleh-oleh business in Malang , due to the rapid growth of Malang tourism, then camethe idea to make “strudel”, An Australian puff pastry. Strudel has become a choice, because from Tengku’s trip to Europe, apple strudel has been European favorite cake. Therefore the pastry is adapted to Indonesian taste and starte to be sold. On November 2014, Malang Strudel renovates the first store that is located on the major road that connected two biggest cities in East Java.

In 24 December 2014, this store has been open. The store might be strategic place for anyone who traveled between 2 major cities in East Java, but someone who live in Malang is certainly not going to go there just to buy strudel. The distance between the city center of Malang and the first Malang strudel store was about 45 minutes by car or 60 minutes by public transportation.  Tengku whose social media had so many follower posts about his new business in his social medias and about 50 posies was given on the opening of the new store.

Guest what in the year of 2017, Malang Studel 6 outlet and during holidays you could find that the biggest outlet that whenever you go there during weekend you will find that all parking lot are full of buses and cars and that cause traffic jam on the road from Malang to Surabaya that is in of Malang Strudel store. It also beats the dominant market leader at Malang in just 3 year-time. So what makes this brand so famous and grow rapidly.

How about the price of this Strudel? The price of this strudel is expensive just compared with the other cakes from Malang, so price might not be the strength. How about the social media? Malang Strudel has 3 social media account. After the first store was established, the official website was published at the same time. The official website is well designed and interactive, while the market leader’s website at that time was only active on twitter official account and their official website is just only consisted of one page that only stated their outlets locations. 

Every year they make promotion like when every new outlet was opened, they will give promo price. On the Independence Day, they will launch an application games on android and gave 10 strudels to 10 top scorers every day from 17-31 August 2016. They also became sponsor for concert of Indonesian famous singers in Malang and made 3 tickets giveaway. In anniversary, they would launch new variants or making carnival. The most important is that they post this entire announcement via their official social Medias account. From Malang Strudel success we can learn that in order to make a good business we need to be active in social medias, manage your website well, give sample to your futures customer by making games, promote your brands with events that attract many people and the most important things is that you should appreciate your customers