The contemporary beverage industry in Indonesia, which has been booming in recent years, generally offers types of coffee or tea-based drinks.
Refuse to go with the flow, Dhony Primary (27 year) decided to develop a modern drink made from pasteurized milk with the Susu Mbok Darmi brand. From only one outlet in the campus canteen, now Mbok Darmi milk is growing rapidly into 36 outlets and 130 employee.
In the midst of his busy schedule preparing for Susu Mbok Darmi's participation in the ShopeePay campaign 7.7 July Festive Cashback, CEO & Susu Mbok founder Darmi Dhony Pratama shared his success story in building this modern dairy business.
Starting from a simple outlet in the canteen of the IPB campus before it went viral, who would have thought that the success story of Susu Mbok Darmi started with Dhony's simple idea to increase his pocket money while in college.
Dhony, who at that time was a student at the Faculty of Animal Husbandry, Bogor Agricultural University, see the opportunity for a dairy business from the science of animal husbandry studied.
“When I first started, I want the products we offer to reach the market quickly. Therefore, we choose ready-made markets such as campus canteens where the target market has already been formed, namely students,kata Dhony.
Dare to be naughty so that you are quickly recognized
When many brands choose westernized names, Dhony chose a different path. He chose the name "Mbok Darmi" as a brand. The name was chosen because it sounds simple and very Indonesian.
It doesn't stop at the name, Susu Mbok Darmi also appears with an odd slogan. The combination of these two things contributed to the rapid rise in popularity of Susu Mbok Darmi at the start of its appearance.
Business digitalization keeps up with the times
At the beginning of the appearance of Susu Mbok Darmi, digital payment services are not as popular as they are now. However, along with the increasing adoption of digital services by the people of Indonesia, Susu Mbok Darmi also digitizes the business.
Since January 2020, Milk Mbok Darmi can be purchased using the digital payment service ShopeePay.
Rocket sales from beautiful date campaigns
From a marketing standpoint, Susu Mbok Darmi is keen to take advantage of the beautiful date campaign from ShopeePay digital payments.
“Our sales can skyrocket 36% when participating in the beautiful date campaign from ShopeePay. Consumers who generally buy one drink buy more, thanks to the beautiful date promo given by ShopeePay and also the bundling package that we offer,” said Dhoni.
This month, Susu Mbok Darmi again participated in the ShopeePay beautiful date campaign 7.7 July Festive Cashback.
In the campaign, Susu Mbok Darmi products and hundreds of other merchants can be obtained more efficiently thanks to promos such as Cashback Vouchers 100% for IDR 100 and Flash Sale IDR 7.
At the peak promo that took place 7 July, Cashback vouchers can be purchased for only IDR 1.
Keep consistent and learn
When it goes viral, the next task is how to maintain product quality and excellent service. Therefore, Mbok Darmi's milk quality is strictly maintained with layered quality control that is carried out every day.
Dhony also treats his employees like family so they can be friendly towards consumers. Personally, Dhony also continues to learn by attending entrepreneurship trainings and learning from other successful figures.
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