PROPOSED MARKETING STRATEGY FOR NATURAL SKINCARE BRAND (CASE STUDY : EVETE NATURALS)

• Main Author: Syaftiana, Mega
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67691
• Institution: Institut Teknologi Bandung

The business development of beauty care products or often referred to as skincare is having a very rapid growth in Indonesia. Since a few years ago, there has been a trend of skincare products made from natural ingredients. This is indicated by increasing market demand for this type of product, which is a form of concern about health and environmental issues. In addition, the pandemic has also caused lifestyle changes, which are more concerned with health conditions. So that people are more careful to select the raw materials used in a product. This transformation is an opportunity for manufacturers to create natural-based products to meet market demands. Business players in this industry continue to innovate by maximizing the use of natural raw materials in formulations, and they must also increase creativity in product marketing. This research aims to determine the right marketing strategy for one of the natural skincare brands, namely Evete (Evt) in order to increase sales amid a competitive industry. In determining the strategy, an analysis of the condition of internal and external factors are applied. Internal factor analysis consists of STP (segmenting, targeting, positioning) analysis and 4P marketing mix (product, price, place, promotion). While external factor analysis using PESTEL analysis (politic, economic, social, technology, environment, legal), Porter's five forces analysis, and competitor analysis. The result of the analysis showed that the mainproblems in the marketing channel, where the application of social media has not been fully maximized. To overcome this problem, a SWOT analysis was carried out, then developed into a TOWS matrix. The use of the TOWS matrix is to generate the initial basis for decision making, then formulated into the right marketing strategy. The practical method that can be done by Evete brand is by optimizing the usage of social media such as using Instagram as the main media for the marketing channel. There will be an interactive communication between the brand and the customer which helps to attract the attention of potential customers and gain customers’ loyalty. Then hold various promotions such as paid promotions, collaboration with other brands, and increasing the brand value by showing the product quality which will affect the increase in the sales of Evete's products.