PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR A LOCAL BEAUTY BRAND TO IMPROVE CUSTOMER INTERACTION (MAD FOR MAKEUP)

• Main Author: Erviana Nasution, Aldhita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61639
• Institution: Institut Teknologi Bandung

Mad For Makeup is of local cosmetic brand that has strived in the competition in Indonesia's burgeoning cosmetics industry since 2017. The brand offers affordable and high-quality makeups, skincare products, as well as beauty tools that are co-created by both the brand and its customers. By leveraging the social media functionality, Mad For Makeup has a direct contact with its customers to get a better understanding of them and is able to freely experiment with new product releases and test them with the customers to gain customers' feedback. However, recently, the brand is seeing changes in their target market that affect their customer interactions on social media. Hence, this research was conducted to identify the problems faced by Mad For Makeup and proposed solutions to improve the customer interaction. In this research, primary and secondary sources were used for data collection by conducting both qualitative and quantitative methodologies. In-depth interviews with Mad For Makeup's internal management and distribution of online questionnaires to 110 Mad For Makeup consumers were conducted to support internal and external environmental analysis. While the secondary data were gathered from several existing sources including company's internal data and other sources such as e-books, online articles, online journals, and so on. The internal environment analysis was explored by evaluating the current STP, current Marketing Mix (4P), VRIO analysis, as well as Value Proposition Canvas. Meanwhile, the external environment analysis was done to examine the external factors that could affect the business of Mad For Makeup PESTEL analysis, Porter's Five Forces, competitor analysis, consumer analysis that focuses on consumer behavior, and netnography. The results of both analyses were processed to formulate the solution for Mad For Makeup. The author proposed a new STP to determine the real target market of Mad For Makeup where it was revealed that the target market has been expanding to female and male aged 15-29 years old. Meanwhile, for the new Marketing Mix, the author proposed to create more products, especially in the skincare product category, to maintain current pricing, to expand offline distribution channels, and to create promotional content that is more interactive, educational, and inspiring to attract new customers and strengthen the relationships with existing customers. Additionally, the author also proposed an integrated marketing communication program to support marketing strategies in increasing customer interaction through advertising, sales promotion, public relations, online marketing, personal selling, and data analytics.