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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	
  	
  
FACEBOOK	
  
TWITTER	
  	
  
PuZng	
  All	
  Together	
  
Stay Relevant
Stay Consistent
New	
  
Product	
  
Stay Creative
Thank	
  You	
  
	
  
	
  
www.martha8laar.com	
  

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Relaunch The Product

  • 3. Life  Cycle  of  Product   Start to create new Product
  • 4. BCG Matrix can be used for make decision: Maintain, Invest or Kill the product
  • 5. Ansoff’s Matrix help to know which market, what product, who the consumers
  • 6.
  • 7. Martha  Tilaar  Group  (MTG)  at  Glance  
  • 9. KEY  ELEMENTS  OF                                                                 NEW  PRODUCT  DEVELOPMENT   Idea   Generation   Idea   Screening   Concept   Development   Product     Testing   Technical   Implementation   Business     Analysis   Commercialization   Review  Market  Performance  
  • 10. Martha  Tilaar’s  Strategy   New  Formula  
  • 11. Martha  Tilaar’s  Strategy   New  Packaging  
  • 12. Martha  Tilaar’s  Strategy   New  Product  Extension  
  • 13.
  • 14. 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  
  • 15. 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  
  • 17. 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  
  • 18. OLDER ENDORSER 1989 - 2000 Larasati SARIAYU’S STRATEGY
  • 19. Y ENDORSER 2000’S Chelsea Olivia Natasya SARIAYU’S STRATEGY
  • 20. 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    
  • 21. Applica8on  Form  for  Sariayu’s  Y  Genera8on   To  promote  Indonesian  culture  through  digital  media    
  • 22. Kebun  Can8k  Sariayu  Games       GAME  APPLICATION   To  preserve  Indonesian  Nature  
  • 23. E-­‐Collabora8on  With  Alfamart   Using  SMS  to  get  lucky   draw  for  Singapore  trip    
  • 26. PuZng  All  Together   Stay Relevant Stay Consistent New   Product   Stay Creative
  • 27. Thank  You       www.martha8laar.com