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Gizi Case Study

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2.2.3 Gizi

Gizi was established in 1972 by PT. Gizi Indonesia. Apsari stated that Gizi is the first natural cosmetic produce in Indonesia. In the recent years, Gizi’s sales has been decreasing. According to research by Department of Industry in 2013, Gizi set their price to low towards its product. Moreover, Gizi put their target market segment improperly. Due to the problem, Apsari persuaded Gizi to a proper re-branding.

In the first process of the re-branding, Gizi decide their target market. They decide to target the middle to up market segmentation that living in urban area across Java. They also set their target market age range around 25-35 years old. The author also analyze that Gizi need to target the people that are beauty conscious. …show more content…

The author said that the first reason is because there are none of the competitor use shabby chic as the concept, so it can make Gizi different from the others. Second reason is that shabby chic will attract women to buy the product since it is on trend. The last reason is that the design is durable, the book made by Rachel Ashwell are the proof (Apsari, 2013). At last, Apsari conclude that when we want to visual rebranding, we should refer to the competitors we have. We need to be different from the other competitors to attract our customers. As another consideration, the goal is also to have a durable brand identity. By having the durable identity, it can stick to the customers for a long time.

2.2.4 Mustika …show more content…

Salsa also have problems with the competition among the cosmetics. Larissa et al stated that Salsa still unpopular and their sale had been decreasing. Salsa distribute their product through retail store without the correct sales promotion.

Larissa et al came up with the idea to do a rebranding one of their brand touchpoints, which is their sales promotion. Sales promotion is not merely just to promote the product, but also the media to stick the brand inside the customer head. It can affect the level of brand awareness. Additionally, sales promotion can also be a media to make a brand different from the other.

In making the sales promotion, the authors decided to use qualitative method. They interviewed the owner of Salsa and some of their customers. They also did their research through books and internet. After they got the data, they use SWOT to analyze the data they got. With the result of analysis, they did, Larissa et al came up with the strategy concept. They initiate to increase Salsa brand awareness through media promotion such as catalog, x-banner, poster, website, facebook page, pouch, and many more. The authors also initiate to make a long term and short-term goals towards Salsa

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