PROPOSED MARKETING STRATEGIC INITIATIVES OF INTERNATIONAL MAKEUP BRAND (MAYBELLINE) TO ATTRACT GEN-Z SEGMENT IN INDONESIA

• Main Author: Bakti, Satria
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65396
• Institution: Institut Teknologi Bandung

Worldwide cosmetics business had strong turbulence during pandemic period and having the first negative evolution at -8% in 2020 after experienced growth era since year 2000, due to mobility restriction that implemented around the world. Indonesia was also facing the same challenges as others with economy downturned. Maybelline Indonesia was also facing same challenges but rise of Generation Z (Gen Z) in Indonesia offers new opportunity for makeup business. Gen Z is not just important today, but very important segment for makeup business in the future. In regards with potency, an international makeup brand also face competition from local cosmetic brands those are more contextual to local market, in addition Gen Z segment is also unique as first digital native generation that has different consumer behavior compared to previous generation. The objective of this research is to understand motives of Gen Z in using makeup products and factors that will influence them in purchase decision-making process, so that international makeup brand able to pivot their marketing strategy to attract them. This research uses internal: Porter's Value Chain and VRIO, and external analysis: PESTEL, Porter's Five Forces, Competitor analysis and Customer analysis, with SWOT and 5A's consumer journey to propose the new marketing strategy. Based on the analysis, there are 2 motives of Gen Z in using makeup, those are for personal satisfaction and to build affection. And there are internal factors (relate with personal characteristics) and external factors such like product suitability, reputation of the brands/manufactures, promotion, influence of key opinion leader, and others related factors. The research proposes new segmentation, targeting and positioning that specifically targeted Gen Z, in addition the new diamond strategy will clearly describe the new proposed strategy with 6 strategic programs to attract Gen Z segment in Indonesia.