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CNI Boosts Business Transformation With Logo And New Product Launch

After transforming from a Multi Level Marketing (MLM) business to a Mixed Marketing Concept (MMC) since October 1, 2023, CNI has also changed its logo identity that has been ingrained in the hearts of the community for 37 years. The launch of this new logo was held on June 1, 2024 at the Royal Tulip Jimbaran Bali.

The logo launch event is part of a 3-day, 2-night gathering organized by CNI for its qualified partners.

"Launching a new logo is actually a common thing to do when a brand is in the midst of transformation amidst challenges. But for us, this new logo launch is also a strategy, mindset, and a new spirit to keep moving forward in anticipation of all the changes that will occur," said Abrian, the CEO.

Since its establishment in 1986, CNI has implemented a multilevel marketing (MLM) marketing strategy. MLM or Multi Level Marketing is a marketing strategy with a scheme consisting of upline and downline members.

On its 37th anniversary on October 1, 2023, CNI decided to end its membership in the Indonesian Direct Selling Association (APLI) and leave the MLM scheme in marketing its products.

CNI is now focusing on Mixed Marketing Concept (MMC) based marketing. This effort is certainly to respond to business competition challenges and the shifting market trends that increasingly embrace digitalization.

Through the Mixed Marketing Concept, CNI products can reach consumers even wider, as they can be purchased both offline and online in marketplaces. MMC combines the advantages of offline, online, and direct marketing concepts, including personal sales, multilevel marketing, limited multilevel marketing, and adopting some franchise systems.

As business players, we are required to always keep up with the times. The same goes for CNI, which will always be innovative, creative, and adaptive in running the business, especially in the digital world. That's why we decided to leave the MLM scheme and switch to the Mixed Marketing Concept," explained CEO of CNI Indonesia, AbrianNatan, in a press statement at that time.

This decision was made to create a new image for CNI as a lifestyle company that can be accepted by millennials and Gen Z. Therefore, in order to keep up with the times, a new logo is indeed needed as the company's identity that will be accepted by the younger generation.

During the launch event of the new CNI logo in Jimbaran Bali, CNI will also introduce new products, namely CNI Ginseng Coffee Signature and relaunch SC 88 Laundry Detergent Powder.

As we know, CNI has the CNI Ginseng Coffee product that has been marketed since 1994 and is widely known as the number one ginseng coffee pioneer in Indonesia. And this year, a new variant was launched, namely CNI Ginseng Coffee Signature, which is a blend of robusta and arabica coffee beans, as well as ginseng extract and creamer that have a stronger coffee aroma and taste. This product is also registered with BPOM and certified Halal by BPJPH.

Meanwhile, SC 88 Laundry Detergent Powder is one of CNI's legendary products that has been sold since 1988. This laundry detergent product is now back with proven quality, as it contains more active ingredients (real concentrate), antibacterial properties, less foam, and Triple active enzymes that are proven to remove stubborn stains without damaging fabric fibers and keeping clothes color bright.