Innovation

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)

Inspiration

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.

Overall impact

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.

Business benefit

Ever since the business implemented the IMA program, good things have happened. The company has been decreasing sales & marketing expenses with a new distribution channel, which is more effective.

Social and environmental benefit

The innovation made by LNK has provided some benefits for society. Both by improving the health of society and by improving the financial welfare of society.

Interviews

Maria Windrati, Marketing Manager

Maria Windrati, Marketing Manager