PROPOSED NEW PRODUCT DEVELOPMENT OF FRAGRANCE-L CATEGORY IN PT. MANDOM INDONESIA TO INCREASE PUCELLE MARKET SHARE IN INDONESIAN MARKET

• Main Author: Inees Merdekawati, Jeanetha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77910
• Institution: Institut Teknologi Bandung

PT Mandom Indonesia Tbk (MID) is a Japanese base multinational company in Indonesia that engage in cosmetics and personal care industry. The dynamic in Covid-19 pandemic throughout the year 2021 gave impact to the company’s performance. PT. Mandom Indonesia, as one of the big players in cosmetics and personal care industry, is not having a quite good performance as the net sales / revenue is decreasing from 2019 to 2021. As the company that having the biggest sales driver from New Product Launched, the total of new product launch is decreasing from year to year and directly impact to the sales and profit of the company. PUCELLE as one of brands with the highest contribution in the fragrance segment known fragrance brand for female teenager market experience a decreasing market share from year to year. From this condition, PT. Mandom Indonesia should take a serious step and find new product opportunity that could increase PUCELLE market share and sales contribution performance in the Fragrance-L Market that expected to be more growing in the upcoming years in the post-pandemic market conditions. This research aims to give product development proposal for PT. Mandom Indonesia Tbk on creating a competitive and the most suitable Fragrance-L product under PUCELLE Brand that can be developed and increase PUCELLE market share in the post-pandemic era. This research employs qualitative methodology, involving consumer analysis, external environmental analysis including the market trend analysis and competitor analysis, and also internal environmental analysis by collecting primary data through in-depth interview with several respondents from the company’s management, fragrance expertise, fragrance enthusiast, and also the targeted consumers and secondary data through market data, published company’s data, books, journals, and internet sources. The results derived from these analysis will contribute to identify they key product attributes and features that important to new product development proposal. To facilitate the new product development process, a systematic framework is proposed by encompassing idea generation, idea screening, concept development, business analysis, product development, test marketing, commercialization, monitoring and evaluation. However, this research is limited to focus on finding new product concept proposal in new product development strategy as business solutions from idea generation to concept development, then the rest will be conduct in implementation plan that will be done after this research. From this research, it was found that increasing of competition in Fragrance-L market and lacking of capability to be more agile and flexible to follow the rapid changing market dynamics become the reasons for declining of PUCELLE brand’s market share in Fragrance-L Indonesian market. Then, the most important attributes that the consumers most needed towards fragrance products is long-lasting, desired type of scents, doesn’t leave stain, travel friendly packaging, affordable price, attractive design and shape/form, non-irritating the skin, high quality and safe packaging, and the last is non-sticky on skin. There are several trends that currently hype and might be still potential in fragrance industry in the near future, such as Clean and Sustainable Fragrance, Skin-scents Fragrance, Genderless Fragrance, Wellness Fragrance, Vanilla Gourmand Scents, and also the emerging of fragrance local brand especially in Indonesia’s market. Based on overall analysis and findings, the most suitable growth strategic formulation that chosen for this study is New Product Development to make a new product excitement in existing market. Based on all the analysis and findings, “PUCELLE Skin-scents Fragrancemotions Eau De Parfum Series” is chosen to be new product concepts proposal. The future research suggestion encompass to continue the new product development implementation plan, develop a strong marketing strategy and integrated marketing communication strategy for the new developed product in order to increase and strengthen the sustainable competitive advantage to be more competitive in the market, and conduct new product post-launching study to evaluate the product success and the impact of brand market share after launch this new product.