Shiska Valentina
IPMI International Business School
Amelia Naim Indrajaya
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According to the motto of PT Lautan Natural Krimerindo (LNK), "Healthy Ingredients Healthy Life," LNK continues to be motivated in product innovations to participate in improving healthy lifestyles related to the daily consumption of Indonesians. FiberCreme is famous for its quote, "Creamer as Substitutes of Coconut Milk & Milk." It began to be commercialized in 2016 as the first multipurpose creamer in Indonesia, which is high in fiber, low in sugar, and low fat, which can help Indonesians have good and healthy food.
LNK provides education to the community, especially for mothers who play a vital role in the family to prepare delicious and healthy food; at the same time, LNK also provides support in improving family welfare through the Incredible Mom Agent (IMA) program.
FiberCreme is LNK's product innovation of 2016. In 2020 LNK developed a program with IMA to help families whose economies are affected by the pandemic Covid-19. This program actively improves the health and welfare of families in Indonesia by providing education about the importance of consuming healthy foods with high-fiber ingredients and offers collaboration to mothers to sell FiberCreme products. LNK provides training related to product knowledge and sales techniques needed for groups of mothers interested in working together. Currently, 25 mothers are actively working with LNK. The income received by mothers is based on a margin system according to the number of items sold; there is no commitment to the number of items sold for each month, therefore mothers' view this program as flexible and attractive enough for them to still be able to get additional income without having to reduce her obligations as a housewife. LNK is optimistic that the number of enthusiasts in this program will continue to increase, and LNK will continuously evaluate benefit schemes that mothers can receive in line with the development of sales given to LNK.
To support this program, LNK created an application called FiberSquad IMA with the function to provide information about the stock available, the number of products sold, buyers' data, and IMA documentation's activities when selling FiberCreme to consumers.
FiberSquad IMA as application for IMA Programme (Left) and One of the Mom Agent (Right)
The pandemic in early 2020 had inspired LNK to carry out the IMA program by offering collaboration with mothers. Many families were severely affected by the Covid pandemic because the head of the family lost their job or needed to have an additional income because of their increasing family needs. This program has been implemented effectively since May 2020 by working with mothers spread across several regions of Indonesia, such as East Java, Jabodetabek, and Yogyakarta, to sell FiberCreme. This program was chosen to run together with mothers because the core of the family is the mother. The education that is distributed between mothers can provide goodness at the level of family health.
The impact of this program is very beneficial for both LNK and mothers. LNK's first goal is to be able to spread education about products that are healthy and still delicious. Mothers can convey information directly to other mothers so that the information can be applied in their families. There is an additional benefit obtained from this IMA program, which is a new distribution channel in the family environment. For mothers in the community, IMA can be an additional income for the family, which is enough to help their financial situation.
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Maria Windrati, Marketing Manager
Maria Windrati, Marketing Manager
PT. Lautan Natural Krimerindo (LNK) is a leading company of food and beverage ingredients, specialized in spray-dried ingredients and powder premixes. LNK is committed to creating value by only using the finest quality ingredients processed in the state of the art facility to deliver the best products for customers.