Abstract :

The Indonesian skincare market is witnessing notable changes influenced by shifting consumer behaviour due to the Covid-19 pandemic, with consumers placing a greater emphasis on personal health and being more willing to switch brands for better prices or quality. Cetaphil Indonesia, a skincare brand, is facing challenges in increasing sales and enhancing brand loyalty in this competitive landscape. This study aims to analyze the market dynamics, identify factors affecting brand loyalty, and propose targeted marketing strategies to regain lost users and boost sales. To achieve these objectives, a mixed-method approach is used, combining qualitative and quantitative methodologies. Qualitative data is collected through interviews with key stakeholders within Cetaphil Indonesia, while secondary data sources provide additional context. Quantitative data is gathered through an online survey distributed to a sample representing Cetaphil’s target demographic in Indonesia. The analysis reveals several opportunities for targeted marketing campaigns, such as leveraging social media influencers and partnerships to enhance brand visibility and credibility. 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 also important components of the proposed strategy. These initiatives aim to address the challenges faced by Cetaphil Indonesia and capitalize on the opportunities present in the evolving skincare market landscape. By implementing these strategies, Cetaphil Indonesia can achieve sustainable growth and enhance brand loyalty.

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Keywords :

Brand Loyalty, Competitive Landscape, Consumer Behavior., Marketing Strategies, Skincare Market.

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