PROPOSED MARKETING STRATEGIES FOR INDONESIA SKINCARE BRAND (CASE STUDY: SKIN ENERGY)

• Main Author: Rofifah, Nabilah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/86677
• Institution: Institut Teknologi Bandung

The beauty care industry in Indonesia, particularly the skincare segment, has seen significant growth, offering valuable opportunities for brands like Skin Energy. Currently, Skin Energy’s hand cream is sold exclusively through online platforms such as Shopee, Tokopedia, and TikTok, but it has struggled to achieve strong sales, with its monthly figures lagging behind those of its competitors. This thesis aims to identify the most effective marketing strategies for Skin Energy to boost its revenue, focusing on social media channels. The research includes comprehensive internal and external analyses, employing tools such as the 7P marketing mix, STP (Segmentation, Targeting, Positioning), PEST analysis, competitor analysis, SWOT analysis, and root cause analysis to identify key challenges and opportunities. The findings will be used to develop solutions through a TOWS matrix. The solutions focus on promoting the 4-in-1 hand cream’s affordability and unique benefits through targeted online campaigns using relevant keywords and hashtags. The brand will emphasize its halal certification and local appeal, while educational campaigns will drive higher engagement. To enhance social media presence, Skin Energy will collaborate with affiliates, leverage user-generated content, and post engaging content regularly. A dedicated marketing team will implement these strategies to increase brand visibility and strengthen its position against competitors.