Sambal Mabo Brand Inventory — Week 3 Part I
Acts as one of food complements, chili sauce is a mandatory food item favored by many Indonesian people. To them it is incomplete and not as delicious to eat without chili sauce as companion. Apart from being an appetite booster, chili sauce has now been used as a main side dish in Indonesian culinary.
Seeing the culinary development that prioritizes practicality, Sambal Mabo newly presented themselves as one of home-based culinary business since 2018, operated with online selling system through the marketplace. Sambal Mabo offer various kind of chili sauces in their menu and other food complements which are packed with practicality as an important concern so that they can be enjoyed whenever and wherever without facing any hassle.
Each variants of Sambal Mabo are made with high quality ingredients which are directly supplied and produced by local farmers, as well as using selected spices and herbs that are made without any preservation. All Sambal Mabo’s products are made only when a customer places an order to maintain the freshness and the delightful flavors they have to offer.
Sambal Mabo offer 2 groups of chili sauces. The first one is the food complementary or accompaniment menu, which are : Sambal Bawang, Kremes Tempe, Keripik Kentang Ebi, and various kind of Bawang Goreng. The second group is the side dish menu, which are : Sambal Baby Cumi Original, Sambal Baby Cumi Pete, and Sambal Teri Medan Kering. The spiciness level of the chili sauce can also be requested and adjusted according to customer’s preference.
The packaging of Sambal Mabo’s products guarantee the safety aspect in which they assure a tight, hygienic, and neat packaging so the products can be delivered safely throughout the land of Indonesia. They are also very transparent when it comes to their product information by clearly stating their ingredients, usage recommendation, nett weight, packaging weight, and endurance period of the product.
To this date, Sambal Mabo has sold thousands of jars to various cities of Indonesia and even seen as a part of Indonesian identity by acting as a souvenir and recommendation for relatives from aboard by their customers. Sambal Mabo also promise continuous innovation by keeping to develop new chili sauce variants to be able to offer more variable choices to their consumers.
Their vision is to become the main choice of Indonesian people in delicious, hygienic, and practical chili sauces that can be brought everywhere, as well as becoming the choice of chili sauce souvenir to represents Indonesia.
Sambal Mabo really highlights the importance of freshness in their offering with their tagline “Fresh from Mabo Kitchen” which is constantly shown in their online marketplace and their packaging. The delivery of the products is done a day after the order placement and they don’t use the ready stock system in order to avoid derivation of products’ quality and to keep their promise to produce fresh jar of chili sauce every single time. Sambal Mabo stated that every single product has to be in the best state for every customers. Customers can order and access their products through online medias such as Instagram, Tokopedia, Shopee, and Whatsapp.
Another tagline used by Sambal Mabo is “Kamu Puas, Kami Puas”, which means “You are satisfied, We are satisfied”. It highlights how the satisfaction of the consumers greatly impact them. They share their willingness to accept any critic and complain for the betterment of their business and see them as an opportunity to fix their mistakes for their own development.
Most of Sambal Mabo’s products have nett weight of 200gr, except Sambal Teri Medan Kering and Keripik Kentang Ebi with nett weight of 100gr, Kremes Tempe with nett weight of 125gr, and Bawang Goreng with nett weight of 75gr. The weight with the packaging will increase the product weight by 50gr to 75gr. They strongly claim that their product is 100% full and compact, fresh without preservation.
The choice of colors they use for their packaging are chosen as not to collide with the charm of the original colors of the products they offer. For their logo, they use the color of red, simply for the reason how people linked chili sauce with the color of red. So the choice of red color is chosen only as a part to make their identity clearer as chili sauce business.
Sambal Mabo often shows their trustworthiness by showing off their products’ testimonial and managing their social media content professionally as attractive as possible. They offer interesting offers for their costumers at certain time period or to celebrate special event like Chinese New Year, by giving discount, vouchers, free delivery service, and providing product set that can be used for gifts in celebration. Sambal Mabo also collaborated with food influencers such as Eatandcouple, Daddytjeuw, Sibungbung, Chitra Ria, and Chris & Ox.
For a newly established local business, Sambal Mabo has shown great prospect by continuing to build their brand awareness through online marketing activities and keeping their customers’ trust and expectation with their always good products. But this is only a beginning and Sambal Mabo still has a long way to go and will certainly face other great opportunities and troublesome threats. However, how well their business’ performance will be greatly impacted by how well they build and communicate their brand to public.
For further brand audit to understand Sambal Mabo’s brand inventory more, I will use the Point of Differentiation (POD) and Brand Positioning Analysis. I choose these methods because Sambal Mabo is still a beginner in the chili sauce business. Seeing how there is a high competition in this category of business, I want to compare and see what Sambal Mabo has to offer for now compared to the existing competitors and what they can do to strengthen their brand and stand out from their competitors’ brand.
Using Point of Differentiation, we can have clearer picture about the difference and resemblance between our brand and other brands, as well as the reason consumers buy our products. With this analysis, we can identify what is the value Sambal Mabo has that can be their plus points. With Brand Positioning Analysis, we can learn more about in what position our brand perceived by consumers and how consumers differ our brand with others. Using this analysis, we’ll get to know how consumers see Sambal Mabo as chili sauce business and if there is any plus point that can be developed even more and lackness that need to be handled.
