Cv Ginpow Red Ginger Case Study

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1.3. About the Product

Red ginger is one of Indonesia traditional spices, but several Indonesian people even don’t know several benefits of red ginger. As red ginger is one of Indonesian spices characteristics, we are interested to introduce the amazing benefits from red ginger to the world, that is why CV. Ginpow decided to give it a try to export it. Our supplier has no experience in exporting products.

Our product is a traditional healthy drink consists of herbal ingredients with red ginger as the main ingredient of the product. It offers the characteristic taste of Indonesia traditional drink. It consists of several Indonesia traditional spices such as red ginger, cinnamon, clove, and sugar.

We choose red ginger powder because we consider the quality and easiness to export the product. As we know that there are several international regulations and it takes a long time for our product to be ready to sell in other countries, CV Ginpow decided to prevent exporting liquid because we think the expired date will be shorter and it will distress our plan.

The quality of our red ginger powder is already assured and tested by BPOM. The products already received BPOM code. It means that our product is proven safe because it complies with food and drugs standard of Indonesia. Through BPOM stamp, we know that the product is safe to consumed because to obtain the stamp there are several tests conducted.

The main problem of the product is the packaging. Our company think that the current packaging of the product is not attractive. The product use carton box consists of ten servings which each of them packed in plastics and paper sealed with glue. The product could be easily damaged during the overseas transmission. It will be our other problem since it will reduce the quality of the product. CV. Ginpow then decided to redesign the product packaging to attract more people and to maintain the quality of the products. Our plan is to make a new design with can packaging. Here is the original packaging of Jahe Merah Merapi (from our suppliers).

External Appearance

Internal Appearance

[pic 2]

[pic 3]

Product Specification

- Product name: Jahe Merah Merapi

- Ingredients:

- Red ginger

- Sugar

- Clove

- Cinnamon

- Weight: 170 grams per package or 17 grams per serving

- Tastes: mainly sweet, a little bit bitter and spicy which are red ginger characteristic tastes.

- How to make:

- Pour the powder into a cup

- Mix with warm water (could be combined with tea, coffee or milk)

- Stir well and the drink is ready

- Tips: can also be used as ginger flavoring for baking or cooking purposes.

- Benefits of the product:

- Red ginger is useful to overcome impotence, back pain, asthma, headaches, bronchitis, tonsils, premature ejaculation, muscle aches, digestive problems, flatulence, influenza, ulcer disease, stimulant.

- Package:

Printed carton box (old packaging) and tin can (new packaging).

II. COUNTRY PROFILE (MACRO ANALYSIS)

2.1. Netherlands

Country

NETHERLANDS (NL)

Capital

Amsterdam

Government

Constitutional Monarchy

Total population

17,025,204 (2017)

Area

41,543 km2

Demographics

(Age distribution)

0-14 years: 16.6% (Male 1,442,059 / Female 1,375,479)

15-24 years: 12.1% (Male 1,050,889 / Female 1,010,596)

25-54 years: 39.9% (Male 3,400,998 / Female 3,377,311)

55-64 years: 13.1% (Male 1,113,587 / Female 1,123,165)

65 years and over: 18.4% (Male 1,331,587 / Female 1,711,053)

(2016 est.)

Currency

Euro (EUR)

GDP

US $ 750,284 Billion

GDP growth rate

0.5 % (2016)

Population and Demographic

Netherlands has total population of 17,025,204. Compared with Indonesia, it can be said that Netherlands categorized as country that has small population. Even though Netherlands have smaller population than Indonesia, but other factors from Netherlands demographic profile suitable with our plans and support our export plan to Netherlands. Besides, compared with other choices of our destination countries (Switzerland and Qatar), Netherlands has bigger amount of population. From the table above, we can see that the highest population comes from age around 25-43 years old, it is a good sign for our export business as our target market also includes middle-aged people. We choose middle aged people as our target market because we think that mostly they are already familiar with traditional uses of spices to warm their bodies.

Age

Percentage

Male

Female

0-14 years

16.6%

1,442,059

1,375,479