Proposed Marketing Strategy for Beauty Clinic (Case: Cosmedic Beauty Clinic Semarang)

• Main Author: Andrea Dennisa 29116492, Eugenia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27001
• Institution: Institut Teknologi Bandung

Indonesia is a very potential market for beauty and personal care companies. Cosmedic Beauty Clinic is a beauty clinic that concentrates in facial and body health, Cosmedic offers wide range of cosmetic products that contain natural ingredients and safe to use by customers. Cosmedic Beauty Clinic not only sell beauty products but also provide services related to skin health. With many product and service that Cosmedic offer, Cosmedic always try to fulfil customer needs make all customers satisfied and willing to come back again to use their services again. Cosmedic has many competitor in Semarang, this competition has impacted to the fluctuation of Cosmedic’s sales and visitors, some of the customers are left unsatisfied and not being loyal. This research use internal and external environment analysis to create the marketing strategy. Internal analysis focuses on STP (Segmenting Targeting, and Positioning) and Marketing Mix 7P. External analysis is conducted by using PESTEL, competitor analysis, and customer analysis. In this research, primary data was collected by spreading questionnaire to the respondents who who have experienced in using product or services in Cosmedic Beauty Clinic. The questionnaire is used to evaluate Cosmedic from the customer perspective regarding marketng mix, customer satisfaction, and customer loyalty. <br /> <br /> <br /> <br /> The roots cause of the business issue are product/services, promotion, physical evidence, and competitors. According to the existing problems, five alternative solutions is given to Cosmedic. Those are promotion and avertising through social media and Search Engine (Google), buy advanced computerized system, buy new beauty tools and equipment, use artist endorsement, and set up offline sales promotion. <br /> <br /> <br /> <br /> From five alternative solutions, there are four which were proposed and chosen by the Author, those are conduct online promotion strategy on social media and search engine, buy new beauty tools and equipment, offine sales promotion,and buy advanced computerized system. Using these four alternative solutions are expected to solve the problems faced by the company to increase the sales, customer satisfaction, and loyalty. <br />