MARKETING STRATEGY FORMULATION FOR NEW ESTABLISHED SKINCARE BRAND CASE STUDY: DANCING SKIN

• Main Author: Qonitah Herdyanti, Lina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50538
• Institution: Institut Teknologi Bandung

More than 90 percent of world population is affected by acne at some point in their life. Study from Indonesian Society of Dermatology and Venereology (INSDV) state that 60% Indonesian people are experiencing acne in 2006 and by 2008 the number reach 80% with sufferers ranging from 12-40 years old. Established in 2019, Dancing Skin is a company dedicated to help people with acne. As a new brand that wants to compete in the Indonesian beauty market, Dancing Skin have to formulate marketing strategy to capture the market. The idea of this research is to find the marketing strategy for Dancing Skin as a new established skincare brand in the beauty industry. Research is intended to formulate the best marketing strategy for Dancing Skin newly launch. The research is conducted to explain the conceptual frame work of the research, current business situation, and the analysis of it. The existing business issue will be analysed using both internal and external analysis from the company. The internal aspect of Dancing Skin will be analysed using Golden Circle, Value Proposition, and Resource Based Analysis, while the external aspect will be evaluated by using Porter’s Five Forces and Customer Analysis. The researcher will use the result of internal and external analysis for business analysis using Porter’s Generic Competitive Strategies. The result of the data gathered will be continued to find business solution. The business solution will be formulated utilizing all data obtained from business issue exploration process, which are defining STP and Marketing Mix. The proposed business solution to be implemented in Dancing Skin’s marketing strategy are: Defined STP strategy and Defined 7p’s Marketing Mix Strategy. This marketing strategy is expected to help the company in preparing product launching.