People Innovation Excellence


Oleh: Aryo Bismo, SE, MM (Faculty Member of International Marketing)

A brand thus signals to the customer the source of the product, and protects both the customer and the producer from competitors who would attempt to provide products that appear to be identical (Aaker, 1991). The first word from Aaker statement it says that a brand can be a signals for the customer about the source of the product, and then what is ngehe? After several time asking several people on the street, I found out that ngehe is a metaphor for spicy ingredients, I found out that beside its name ngehe have other differentiation in the form of their flavor, their unique spicy and salty macaroni have bring up the snack competition into another level.

Makaroni Ngehe is already found their differentiation in term of flavor, while according to, differentiation means   approach under which a firm aims to develop and market unique products for different customer segments. Usually employed where a firm has clear competitive advantages, and can sustain an expensive advertising campaign. Another differentiation that already did by Makaroni Ngehe is in the form of type of their snack, it is began with only dry macaroni and wet macaroni, now it developed with other snack such as dry noodles, otak-otak (kind of fish snack), dry bihun (thin noodles), they also add up the with cheese and barbeque flavor. Other thing that makes makaroni ngehe succeed in Jakarta, it is because of the service the customers allowed to test the level of the spiciness and saltiness before they can actually buy it, this small detail add up some new atmosphere on their store.

To sum up, the differentiation in a business or marketing can come from many aspects, even from the simplest thing such as the name or a little extra service can change the game rule. Hope you enjoy my thought on this article, have a nice day.


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