RELX launches tobacco oil in Indonesia
Time： 2023-08-05
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On August 3, at the IEICE Electronic cigarette Exhibition in Jakarta, Indonesia, RELX Indonesia General Manager Yudhistira Eka Saputra said that RELX launched its tobacco products in Indonesia. The selling price of RELX tobacco oil is 52 yuan per 30ml
On August 3, IEICE Electronic cigarette Exhibition in Jakarta, Indonesia was officially opened. As the official cooperating media of this IECIE, we will conduct in-depth interviews with key participating companies and timely report on the first-hand market information obtained at the exhibition.
At the IECIE Electronic cigarette Exhibition in Jakarta, Indonesia, the two supremacy interviewed Yudhistira Eka Saputra, general manager of RELX Indonesia (hereinafter referred to as "Yudhi"). As a brand that entered the Indonesian market earlier, RELX has a high degree of influence in the local market. How did RELX expand the market in the early stage? What is the marketing plan in the local area? What are the market plans for the future?
From the layout of first tier cities
Yudhi stated that in the early stage, the company identified the target audience and cities by accurately locating users. The company does not lay out its layout in all cities in Indonesia, but tightly adheres to the first tier cities and major cities in Indonesia for layout.
Yudhi believes that choosing a good city is crucial. Compared to first tier cities, consumers have stronger purchasing power. In addition, the population size and influence of a city are also decisive factors in choosing a city. For example, cities with strong consumer power such as Jakarta and Bali are all target cities for the company.
RELX Launches Tobacco Oil Products in Indonesia at a Price of 52 RMB per 30ml
Two supremacy staff take a group photo with the RELX exhibitor in front of the RELX booth of IECIE Electronic cigarette Exhibition in Jakarta, Indonesia | Image source: Two supremacy
In terms of marketing promotion, Yudhi stated that at the beginning, RELX products were mainly marketed online to attract users and open up the market. But Yudhi later added that RELX's emphasis on offline stores has not changed. After the company initially relied on online exposure, and in subsequent development, resources were allocated to offline physical stores.
Currently, RELX is also legally allowing offline advertising in local cities to match consumers with products in the offline marketing process.
Differentiated Category Segmentation Market
RELX has launched the disposable Electronic cigarette brand "WAKA" in Indonesia, which is different from RELX's original cartridge changing Electronic cigarette products. At the same time, different user groups have also emerged for the two types of products.
Yudhi revealed that RELX can refine its market target audience through the launch and iteration of categories. For example, among young people, college students prefer disposable Electronic cigarette, while young people who have already started work mostly choose to change Electronic cigarette.
When asked about the taste preferences of Indonesian consumers, Yudhi said that watermelon and taro ice cream flavors are very popular in the Indonesian market. He himself is also participating in the test before the launch of new flavors. Yudhi and the branch team adhere to the direction of respecting localization in the taste of Electronic cigarette.
In most commercial shopping centers in Indonesia, you can see the traces of RELX brand stores. How to manage these stores?
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