Proposed Marketing Strategy (Case Study: Dermato Skin Care and Laser Therapy)

• Main Author: Lenggogeni/29116390, Laylani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28569
• Institution: Institut Teknologi Bandung

Personal care and beauty industry is one of the industries that has a good prospect in the future. The new trend of healthy glowing looking skin is creating a new behavior among the customer in the market of this industry. People wants their skin to look beautiful and healthy with or without makeup. This trend makes the competition of Personal care and beauty industry becoming more intense. A lot of players in this industry try to win the competition with their own unique strategies. Dermato Clinic is one of the players in this industry. Dermato Clinic is skin care and Laser Therapy Clinic that located in Bandung, West Java. There are a lot of ways to win the competition, one of the way to win the competition in the industry is to maintain the old customer. By calculating the satisfaction level of customer, Dermato Clinic can create the competitive strategies to win the competition. First, the researcher use SWOT analysis to identify the internal and external factors. From the SWOT analysis, proposed solutions are obtained through converting SWOT analysis into TOWS analysis. From the TOWS analysis, solutions proposed for Dermato clinic are strategies to retaining its loyal customer. The strategies are giveaway contest, SOP for staff, and membership program. By implementing these strategies, Dermato clinic is expected to gain its sales by maintaining the active customer and also focusing on the frequency of purchase and visit of active customer.