PROPOSEDM

ARKETING
STRATEGY
OF
MS GLOW
SKINCARE SG 1 :
1. Fadhila Nurfida Hanif 29320149
2. Rizka Ayu Kusuma W 29320139
3. Dyah Meita RM 29320044
4. Rahma Yulianti 29320191
FINAL EXAM FOR SLEMBA1 BPOM 5. Febriany Martiana N. 29320007
Executive summary
 OVERVIEW
PRODUCT
MS Glow Journey PRODUCT LEVERAGE

2013, first sell, MS stands for Magic for Skin BPOM Registered 1
2015, establishing aesthetic clinics in Malang, currently
expanding in 7 cities Halal Certification 2
2018, built MS Glow Factory in Malang (found Affordable Price, 1 package
unhealthy competition in maklon factory) around Rp 300k 3
2019 MS Glow for Men is launched
Affiliate Marketing, but not MLM. 43
Currently 18 distributors, almost 500 agent
FOUNDER VISION and resellers

Empowering Indonesian Women, not only to be more BEAUTY CLINICS LOCATION

beautiful, elegant and fresh but also financially free Malang, Surabaya, Bandung, Bali, Sidoarjo, Bekasi, Makassar
REGISTERED PRODUCTS ACCORDING TO e-NOTIFICATION BPOM (110 PRODUCTS IN TOTAL)
PRODUCT # PRODUCT # PRODUCT # PRODUCT # PRODUCT # PRODUCT LABELS #
LABELS LABELS LABELS LABELS LABELS
Pembersih Kulit Muka 8
Acne Skin Product 1 Eau de parfum 1 Acne Skin Product 1 Hair and Body Massage Oil 1
1 Moisturizer 1 Penyegar Kulit Muka 3
Eau de toilette 3 Wash
Night Cream 1 Night Cream 1 Hair care products 3 Night Cream 3 Perawatan kulit badan
Eye Wrinkle Product 2 9
Lip Color 8 Nutritive Cream 1 dan/atau tangan
Skin Lightener 1 Face Powder 3 Skin Lightener 1
Make Up Base/ Peeling 1 Sabun Mandi Cair 3
Foundation 7 3
Acne Skin Product 1 Acne Skin Product 1 Foundation Skin Lightener 8 Sediaan Perawatan Kulit
Sediaan Tabir Surya 5
Day Cream 2
Masker 2 Lainnya 3 13
Day Cream 2
Sediaan Perawatan Skin Aging Product 5
1
Kulit lainnya
 OBJECTIVES
The Company use their affiliated marketing partners (distributors, agents and reseller) to find out how their
Bussiness market demands, including feed backs of consumer. The company doesn’t make any contact with their end-
Issue user. In the New Marketing Wave, a two-way communication between the Company and consumer is a must to
know how consumers feed-back to about products.

Research Problem Statement : eventhough MS Glow’s soar high but consumer feedbacks and also consumers brand
Objectives engagement on skincare product hadn’t known yet.
Research objectives are to find out consumers feed back on products and their engagement level (qualitatively).
Those finding will become inputs to develop current marketing strategies. These methods are used as a research
tools :
LIMITATION :
1. Focus on MS
Glow SkinCare
products
External Factor SWOT
AnalyzingInternal
MS Glow’sfactors
1. Conducting Consumer’s Analysis by Analyzing Strength, 2. Consumer
Marketing
Netnography (Qualitative Analysis); Weaknessess, feedbacks and
Strategy (STP) and Marketing Mix (4P)
Media Scope : Youtube, Instagram, Opprtunities and Threats study inputs also
by interviewing Company’s Official
Twitter, Facebook and Search Engine of MS Glow according focused on skin
Member and thorough study of MS
keyword “MS Glow”. to Primary source and care products
Glow’s Publication on internet
2. Competitor Analysis using study of MS Glow’s
Netnography with the same social Publication on internet
media as no 1. Choosen competitor
at least have BPOM and Halal as 4
leverages
Ms glow’s Customer analysis

● Hasil netno ms glow

MS glow’s competitor

● Brief research on Competitor : LBC (BPOM registered)

● Competitor lain yang ter register BPOM
STP and marketing mix
STP
•Segmentation : women with an interest in
business and shopping for beauty, skincare and
makeup online
• Targeting : women (age 18 – 40 y.o)
• Positioning : as new consumer and seller (leads
to housewives’ desire who want to earn their own
income)
4P
•Product : face and body treatment (101 items),
some of the products refers to Korean cosmetics
and using natural ingredients
• Price : one price system from the distributor, agent
and reseller level, bundling system
•Place : various online and offline selling channel
•Promotion : mostly executed in social media and
using celebrity/public figure endorsers
 SWOT ANALYSIS

STRENGTHS WEAKNESSES
1. MS Glow products have BPOM 1. Production capacity is not yet
licenses and halal certificates proportional to demand
2. Has many product variants 2. There is no system of sanctions for
3. Has many resellers  product available in fraudulent sellers who sell products below
many areas standard prices
4. Affordable prices
S W
GOALS
OPPORTUNITIES
O T THREATS
1. Can compete with imported products
2. Product development such as developing 1. Many competitors
formulas to reduce side effects 2. Product counterfeit
3. Improving the packaging 3. Negative reviews about the product
4. Provide more education to consumers
regarding the product and how to use it
Marketing strategy formulation
Proposed schedule
Conclution and recommendation