relaunch the product
Post on 15-Jul-2015
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Re-‐Launch Strategy
Is About Evolu8on
Life Cycle of Product
Start to create new Product
BCG Matrix can be used for make decision: Maintain, Invest or Kill the product
Ansoff’s Matrix help to know which market, what product, who the consumers
Martha Tilaar Group (MTG) at Glance
BRAND PORTFOLIO
KEY ELEMENTS OF NEW PRODUCT DEVELOPMENT
Idea Generation
Idea Screening
Concept Development
Product Testing
Technical Implementation
Business Analysis
Commercialization
Review Market Performance
Martha Tilaar’s Strategy New Formula
Martha Tilaar’s Strategy New Packaging
Martha Tilaar’s Strategy New Product Extension
The brand has a presence in the market more than 30 years
Female, 20 -‐ 35 y.o, SES: B – C, womenpreneur,
housewife, employee, urban & sub urban
High Value Oriented, Care to their appearance & health, Self Confidence
Need safe product (Natural & halal)
Care to conserve heritage social culture
(religion, social value, custom, and norms),
Follow Trend
Target Market
BRANDS VALUES & IDENTITY
Empowering Womenpreneur
Offering Benefit Brand Role
Products Arguments WIIFM
Holis8c Eastern Beauty Local Wisdom Green Science
Top To Toe Products
Safe product Value for money
Halal Natural
Brand Values and Iden8ty
SARIAYU’S STRATEGY
SARIAYU’S STRATEGY
• Using Old Endorser in order to convince new consumers
• Combining with New Endorser who has Y Gen Community
• Adapt with consumers’ new habit: – Digital Media – Game ApplicaVon
OLDER ENDORSER
1989 - 2000 Larasati
SARIAYU’S STRATEGY
Y ENDORSER
2000’S
Chelsea Olivia Natasya
SARIAYU’S STRATEGY
G 2 G STRATEGY
LarasaV Chelsea Olivia
S8ll looks young Up da8ng person Larasa8 as iden8c icon for Sariayu
Good personality As Celebrity endorser with 989.189 followers
OLD GENERATION Y GENERATION
Applica8on Form for Sariayu’s Y Genera8on
To promote Indonesian culture through digital media
Kebun Can8k Sariayu Games
GAME APPLICATION To preserve Indonesian Nature
E-‐Collabora8on With Alfamart
Using SMS to get lucky draw for Singapore trip
PuZng All Together
Stay Relevant
Stay Consistent
New Product
Stay Creative
Thank You
www.martha8laar.com
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