MARKETING STRATEGY FOR WCKD, A NEW LOCAL COSMETIC BRAND

• Main Author: Widyani, Donafeby
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53330
• Institution: Institut Teknologi Bandung

WCKD is a local cosmetics brand for women from Indonesia. WCKD is made by PT Adonia Beautika Global that has an office in South Jakarta. WCKD officially launched its product in October 2019. Carrying the tagline "Beauty Made Simple”, WCKD emphasizes simplicity and multifunction in beauty routines. For one year running, WCKD found out there were some problems with their business. One of them was in the marketing area. From the sell data in the past three months, WCKD has declined on its sales, and the monthly selling still did not meet the management target. Moreover, WCKD social media activity still has minimum activity if compared with WCKD competitors. This paper's research uses a qualitative (interview) approach for internal analysis. Internal analysis uses STP analysis, 7P’s Marketing Mix, and VRIO analysis. The external analysis uses PESTEL analysis, Porter’s five forces analysis, and competitor’s analysis. The internal analysis found that WCKD has strong branding and positioning and weakness in minimum marketing activity. The external analysis found that more consumers buy cosmetics brands from online platforms, but the competition between local cosmetic products is high. Further analysis was formulated within the strategy using TOWS matrix tools, which accumulated with the marketing mix. The result is 13 different strategies for recommendation to WCKD. WCKD has to do those marketing strategies to increase sales; one of them is from social media for online and open pop-up stores for offline. Other strategies are such as the halal certification process and improvement of distribution channels.