FOUNDER’S PERSONAL BRANDING AS PROPOSED STRATEGY FOR A COST-EFFICIENT MARKETING STRATEGY (A CASE STUDY OF SKIN GAME)

• Main Author: Michella
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85980
• Institution: Institut Teknologi Bandung

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