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