By using well known and strong image of “Djarum Super” among the people, Djarum use it as the strategy to elevate the sell of Djarum Super Mezzo. The phrase “Djarum super” added in this brand. Djarum use different strategy approach in promoting the Djarum Super Mezzo. It was not stop until this step, Djarum also produce flavor cigarettes such as Brand Djarum Black Tea, Djarum Black cappuccino, and Djarum Super Mezzo. Another step has taken by producing mild cigarettes, these products known as L.A Light, L.A Menthol, Djarum Super Mezzo, Djarum Black and Djarum Black Menthol. But Djarum saw a stagnancy of the selling. For the first run, Djarum has produced Djarum Super, Djarum Coklat, Djarum 76, Djarum Istimewa. Djarum has its business strategy to operate the company and to nurture the success that they have gain. This project called as corporate social initiatives. By holding this commitment, Djarum produces another project that is dedicated to Indonesia in the field of social, sports, environment, culture, and education. Seeing this commitment, at least that Djarum will never forget where it is started and how it started. As we have grown, so have our abilities to contribute: where once we helped the community of Kudus, today our corporate social initiatives programs have a national focus and a global outlook.” These roots help us to remember where we came from, and to keep in mind our obligations to society. “ Despite our success, Djarum remains firmly rooted in its hometown of Kudus. It is proven by the statement stated in its official website that : Besides that, Djarum never forgets its hometown. Djarum is “ To satisfy the global smoker’s needs”. Djarum also has a vision and mission in order to operate and develop its company. The success of Djarum achieving its goal cannot be separated to its commitment stated in its five main cores as the pillars to develop the company. Even in 1998, Djarum has own majority share of Bank Central Asia (BCA). Oei, Djarum has awaken once again and grow bigger. But now under the leadership of Budi Hartono and Bambang Hartono, which are the sons of Mr. Djarum is remarkable even though in 1963, the fire almost destroyed the entire manufacture and the Mr. Now, people can find the Djarum cigarette products in Europe and US. Djarum is not only sells its products to the domestic market, but also exports it to the international market in 1972. PT Djarum has been known over the nation as the producer of tobacco cigarettes.