FOUNDERâS PERSONAL BRANDING AS PROPOSED STRATEGY FOR A COST-EFFICIENT MARKETING STRATEGY (A CASE STUDY OF SKIN GAME)
In the rise of local beauty industry, Skin Game as a local beauty industry launched in 2020 faced a challenging situation whereas competition became tighter in the local beauty industry. Skin Game’s profitability keeps on decreasing each year which caused by the massive marketing cost in order...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85980 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In the rise of local beauty industry, Skin Game as a local beauty industry launched
in 2020 faced a challenging situation whereas competition became tighter in the
local beauty industry. Skin Game’s profitability keeps on decreasing each year
which caused by the massive marketing cost in order to stay trendy and relevant in
the eyes of beauty consumers. However, the massive marketing caused Skin
Game’s profitability to be at risk. Moreover, the fact with economy instability
encourages Skin Game’s managerial team to find a cost-efficient marketing strategy
that will help to brings back its profitability. When profitability is too low, it is
concerning and risky.
This research applied qualitative data analysis that gain information through
interviews and focus group discussions. Interviews being done with Skin Game’s
internal team such as brand manager and accountant. Meanwhile, focus group
discussion being done with Skin Game’s consumers.
As a result of this research, it is known that Skin Game is necessary to activate a
cost-efficient marketing strategy that will help to bounce back its profitability. The
proposed strategy should give a competitive advantage towards the firm |
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