• VITAFEM achieved a "Choice Brand Award 2012" organized by Kartini Magazine and Women Insight Centre (WIC) at Senayan City, South Jakarta, on Wednesday, June 13, 2012. This is the second award for VITAFEM after receiving the same award in 2011.

    At this event, VITAFEM achieved the "Women's Choice Brand 2012" award in the "Health Supplement for Women" category. The award was based on a survey result conducted by WIC in six major cities in Indonesia, namely; Jakarta, Bandung, Semarang, Surabaya, Makassar, and Medan. The surveys were conducted over a period of three weeks in February 2012.

    Astuti Budi Utami, Vitafem's Brand Manager, expressed her gratitude to all the women who had chosen Vitafem as their health supplement product. "We will always give our best innovation to Indonesian women. So, Vitafem could always be an option and inspire all the women in Indonesia," she said.

    WIC, as a marketing research consultant, began to conduct the women’s survey in 2011. The studies examined the value of a brand by explaining the determining elements for Indonesian women.

    According to several researches, women are the biggest and most important consumer market in the workplace and at home. The new research from Boston Consulting Group gave an illustration that women hold 83% of all the buying decisions for them and for their family.

    Consumer behavioral expert, Prof. Dr. Ir. Ujang Sumarwan, M.Sc. also expressed a similar comment. Prof. Ujang said that according to Forrester's data, women are responsible for 80% of all the buying decisions regarding to health care in their homes. These studies confirm the statement that targeting the women is a strategic marketing decision.

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