People Innovation Excellence

ETUDE HOUSE SUCCESSFUL STORY (PART 2)

By: Velly Anatasia, S.E., M.B.A (Faculty Member of International Marketing)

(Continued from ETUDE HOUSE SUCCESSFUL STORY (PART 1))

At the present Etude House Indonesia has many branches all over Indonesia, such as 15 in Jakarta, 2 in Bekasi, 2 in Bandung, , 4 in Surabaya, 3 in Medan, each 1 in Semarang, Solo, Bali, Palembang, Manado, Makasar, Pontianak, Balikpapan, Banjarmasin, and Samarinda. In Indonesia, Etude has its own special stores which usually called Etude House, but some of them are in the department stores such as Matahari Department Store and Metro Department Store. This is one way of Etude House Indonesia try to approach the customers and expand the market. Indonesian people usually like to shopping in many department store since those offering many discounts and very convenient. Many cosmetics brand also has been cooperated with those department stores in Indonesia such as Revlon and L’oreal. People already used to shopping in those famous department stores brand. That is why this is kind of mutually beneficial relationship for both department store and the cosmetics brand. They try to combine both of their market together and try to attract them in the same time. Moreover, in order to increase brand awareness, Etude try to approach customers in many ways. Etude always make different promo each month, for instance, promo for May 2013, Etude offers 20% discount for all customers for some Etude products and 20% discount for all Etude Indonesian members for whole Etude products, in June 2013 Etude Indonesia also gives 40% discount which they called Sweet sale, however only available in some Etude Indonesia branches. In order to celebrate the anniversary, Etude Indonesia also give 75% for the 2nd Etude’s products. In addition, there is pink membership that customers can join by purchase it and give their identity. The validity time for the membership is one year since they register as a member. The price to become member is Rp.100.000,- and they will get Etude beauty kit-BB cream, freshner, moistfull collagen essence, and mask. This strategy is used to increase customer loyalty and attract more customers to join the membership, so they can get more discounts. The pink membership can be used in the whole Etude Indonesia stores all over Indonesia. Besides pink membership, Etude also has partnership with Matahari Department Store. Customers who have Matahari member club, can get save 10% Etude products. However, only available in some Matahari Department Store which sell Etude and has partnership with Etude Indonesia. Moreover, Etude Indonesia also has promotion called “purchase to purchase” which means customer can buy other Etude products in cheaper price if they buy the promotion items. Customers not only can buy Etude products during daytime, but they also can get 100% cash back when they go to some malls in Indonesia which offer midnight sale. Mostly will start from 22.00-24.00, and not only for Etude Indonesian members but also for all customers. After the customers buy predetermined amount of Etude products, they can get 100% cash back vouchers which can be used the day after they buy the products to redeem the voucher with other Etude products.

Etude House Time at Mall Taman Anggrek (2013)

Etude House Time at Mall Taman Anggrek (2013)

It’s not only about price, discounts or sale which customers can get. Etude Indonesia’s vision is to beautify all Indonesian women and teach them how to care about their skin in the best way using high quality products. Therefore, Etude Indonesia always organize workshop in many Etude House all over Indonesia. For instance, in 2012 Etude Indonesia held the beauty workshop opened for public in many universities in Surabaya. There are two kinds workshop has been held. They are beauty workshop which will teach audience about facial cleansing, the importance of skincare products, also how to use make up properly, and the other is personality workshop by John Robert Power-one of the famous model agency in Indonesia which will teach audience how to explore their inner beauty and dress up to match their makeup. Etude Indonesia will give those who want to join this workshop free products, voucher, and certificate. The voucher that audience had can be used to buy the products with discounts, and the certificate of participation was given to them in order to appreciate their participation in that workshop. People who want to join this workshop should booked first and paid Rp.150.000,-. This activity was well received by people who joined. They get more knowledge and consulted with the experts. They became aware with makeup due to right away makeup becomes women important needs. This success encourages Etude Indonesia to conduct this beauty workshop over again. In 2013, with “Dolly Look & Korean Look” theme, Etude Indonesia arranges the same beauty workshop in one of famous mall in Jakarta named Taman Anggrek Mall.


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