PROPOSED IMPROVEMENT BRAND REJUVENATION STRATEGY TO INCREASE CUSTOMER INTENTION PURCHASE: A CASE STUDY ON PIXY COSMETICS INDONESIA

• Main Author: Nabila Ardhiana, Putri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71655
• Institution: Institut Teknologi Bandung

and did not get a position especially in lip cream products. Meanwhile, the skincare and beauty category also experienced a decline in income in 2020, which is written in the annual report of PT. Mandom Indonesia. From the results of the pre-interview conducted in this study, all the 16 respondents said that the Brand Rejuvenation carried out by PIXY Cosmetics Indonesia had succeeded in creating a good and fresher impression of their products, however, 15 out of 16 participants said they would not buy PIXY Cosmetics Indonesia when they need cosmetic product because there’s a huge gap between the brand and the customers in terms of marketing mix. This study aims to analyze the impact of brand rejuvenation to Customer purchase intentions at PIXY Cosmetics Indonesia and understand the best business strategy to make PIXY Cosmetics attract market interest. A strategic management process is used in this study to craft the best business strategy to increase Customer Intention Purchase. The process starts from external and internal environment scanning and culminates into SWOT analysis. Segmenting, targeting, and positioning (STP) Method used to choose which target market to tap into then a further analysis using TOWS matrix to choose suitable strategies given the opportunities or threat presented from the external factor; strength and weakness owned by the company. The proposed marketing strategy then formulated from the combination of the result of STP analysis and the TOWS analysis results in what is the best target segment to tap into and what is the suitable business strategy for the target segment. The ensuing implementation program then formulated using the proposed business strategy.