Brand Development Strategy to Rejuvenate ‘Jamu’ as Children Nutraceutical Based on Mothers’ Persona

Abstract

Indonesia has jamu as its native nutraceutical. Unfortunately, jamu is on verge of becoming extinct as it is often perceived as old, bitter taste and irrelevant with current condition. In order to keep Jamu relevant with current condition, many companies have launched various lifestyle jamu brands. Yet none of brands target children as their main customers. This study used design thinking method to develop brand strategy for jamu to cater Indonesian children market.   Subjects of this study were mothers who had kid aged 2-12 years old as main stakeholder in decision making process to buy kid nutraceuticals. To gather primary data this study used hybrid research methods. Qualitative study was conducted to empathize users and online survey with n=126 mothers was conducted for prototype testing. There are three mother personas that have different concerns and behavior in buying jamu for kids. In the testing stage, it found that the level of importance of taste and packaging design were different significantly. Yet, the level of acceptance toward proposed brand concept among personas were not significantly different. This study can be used by manufacturers to develop better brand strategy to grasp mothers’ mind and heartshare.