PROPOSED LAUNCHING AND MARKETING STRATEGY PRODUCT FOR CLAY MASK AS A NEW COMER IN BEAUTY INDUSTRY (CASE STUDY : SWEET RECIPE ANNA)

• Main Author: Tri Ariani, Fitriana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70605
• Institution: Institut Teknologi Bandung

The market for cosmetics and personal care products in Indonesia is expanding. In 2023, Sweet Recipe Anna, an Indonesian vegan beauty brand, will be launched its first product, Clay Mask. Sweet Recipe Anna's target audience consists of 18- to 25-year-old Indonesian women who engage in a variety of daily activities as students and employees. The research methodology used in this study is qualitative and quantitative where qualitative is in the form of interviews. While for quantitative the author uses a questionnaire distributed to potential customers. Currently, Sweet Recipe Anna is in the process of testing product samples to several respondents. Therefore, the purpose of this research is to develop Sweet Recipe Anna's marketing strategy to build brand awareness as a newcomer in the beauty industry and to develop viral marketing strategies to attract customers when Sweet Recipe Anna launched its first product. The internal analysis used in this research are Value Proposition Canvas, VRIO analysis, and Business Model Canvas. Meanwhile, the external analysis used are PESTLE analysis, Porter Five Forces, and Competitor analysis. For the solution analysis plan, Sweet Recipe Anna will also use the AISAS marketing model in conjunction with The Periodic Table of Content Marketing and The Tipping Point to develop marketing strategies to enhance brand awareness and a viral marketing approach. This research will generate strategies for increasing brand awareness and developing a viral marketing campaign for Sweet Recipe Anna. According to the results of the questionnaire survey, every statement stated in the questionnaire are valid. The implementation will subsequently be utilized as a guide for Sweet Recipe Anna.