Abstract :

The current expansion of the skincare product market has also led to the emergence of many local skincare brands in the cosmetics industry in Indonesia. Several brands compete by presenting quality products with international standards. So now competition for foreign and local skincare product businesses is becoming increasingly fierce. One of the skincare products that has been named the best-selling skincare brand in 2021 is the Somethinc brand, which is known to have only taken two years to achieve this crowning. This condition requires every company to have a marketing mix strategy that is designed in an integrated manner to produce the desired response in the target market.

The purpose of this research is to determine the 4P marketing mix strategy implemented by the Somethinc company and analyze the influence of the 4P marketing mix implemented by the Somethinc company on influencing consumers. The research method used is Mix Method, namely qualitative and quantitative methods. The qualitative method was carried out by conducting interviews with the Somethinc brand, while the quantitative method was carried out by distributing questionnaires to 100 respondents who were consumers of the Somethinc company.

The collected data is then used to create internal and external company analysis. Internal analysis was carried out using SWOT Analysis which was used to collect information about the condition of the Somethinc company, while external analysis was carried out using TOWS Analysis which was used to collect information regarding consumer responses to the Somethinc brand.

Based on this analysis, the researcher explains the 4P marketing mix strategy (Product, Price, Place and Promotion) that is implemented and presents the Strengths, Weaknesses, Opportunities and Threats faced by the Somethinc company both internally and externally.

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Keywords :

Marketing Mix 4p, Skincare.

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