PROPOSED MARKETING STRATEGIES TO INCREASEBRAND LOYALTY AND SALES OF CETAPHIL INDONESIA

• Main Author: Septia Bintang Kinanti, Maria
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83893
• Institution: Institut Teknologi Bandung

The Indonesian skincare market, valued at $1.7 billion in 2021, is witnessing notable changes influenced by shifting consumer behaviours due to the Covid-19 pandemic. These changes include a heightened focus on personal health and an increased willingness among consumers to switch brands for better prices or quality. Cetaphil Indonesia faces challenges in boosting sales and enhancing brand loyalty in this competitive landscape. This study aims to analyse market dynamics, identify factors affecting brand loyalty, and propose targeted marketing strategies to regain lost users and increase sales. The research addresses three key questions: the internal and external factors impacting Cetaphil, strategies to improve brand loyalty and recapture users, and practical implementation methods for sustainable growth. To achieve these goals, a mixed-method approach is employed, incorporating qualitative and quantitative methodologies. Qualitative data is gathered through interviews with key stakeholders within Cetaphil Indonesia, while secondary data sources provide additional context. Quantitative data is collected through an online survey distributed to a sample representing Cetaphil's target demographic in Indonesia. Analysis reveals opportunities for targeted marketing campaigns, leveraging social media influencers and partnerships to enhance brand visibility and credibility. Additionally, implementing customer loyalty programs and personalized promotions can incentivize repeat purchases and foster brand loyalty. Optimizing pricing strategies to offer competitive value propositions while maintaining quality standards is crucial. Expanding distribution channels to reach untapped market segments and enhancing the digital presence through e-commerce platforms and engaging content creation are key components of the proposed strategy. These initiatives aim to address challenges and capitalize on opportunities, fostering sustainable growth and brand loyalty for Cetaphil Indonesia in the evolving skincare market landscape.