Articles

Marketing Mix Analysis of Somethinc Brand Skincare Manufacturer in East Jakarta

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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.

Proposed Marketing Strategy to Increase Sales for Home Bedding Business (Case Study: Beddo Chingu)

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The overall consumption of mattresses in Indonesia has experienced a positive growth rate from 2012. The development of digital businesses in Indonesia has also increased, and it is undeniable that competition in the bedding industry is becoming more intense as more offline bedding sellers shift to online. The increasing competition of the bedding industry can be felt by one of home bedding industry brands, namely Beddo Chingu. Beddo Chingu is a home bedding business that mainly offers bed linen and was established in December 2021. Beddo Chingu uses e-commerce and social media to sell the products. There are promotions that have been applied such as advertising in Shopee, flash sales, discount, post content and paid promotion in Twitter. These promotions didn’t last long and Beddo Chingu faced fluctuating sales. This research aims to identify current internal and external conditions of Beddo Chingu, to identify root cause of Beddo Chingu sales issue, and to propose a suitable marketing strategy for Beddo Chingu. This research method uses quantitative and qualitative approaches to create suitable marketing strategies. The analysis tools that will be used in internal analysis are such as STP, Marketing Mix 4P, and VRIO, while for external analysis are PESTEL, Five Forces Model, customer analysis, and competitor analysis. Questionnaires survey with 124 respondents of current customers of Beddo Chingu have been conducted to gain insight from the customer’s point of view regarding the marketing mix. In addition, interviews with customers and potential customers were also conducted to obtain more detailed insights from preliminary surveys. From the analysis that has been conducted by researcher, there will be an internal strength and weakness, and external opportunity and threat result that can be called SWOT. Root causes of Beddo Chingu issue are low frequency of promotion, lack of value delivery in content, limited distribution channels, Lack of pattern design variations, limited product Stock Availability due to the long production process, and limited manpower. Based on the TOWS matrix, suitable marketing strategies classified into the marketing mix 4p will be proposed to increase sales of Beddo Chingu.