Creating Marketing Strategies to Win Indonesian Consumer's Heart

MARKETING

Muhammad Rizqi Perdana

7/16/20253 min read

The perfume industry in Indonesia has experienced significant growth in recent years, driven by increased purchasing power, modern lifestyles, and the rising trend of personalized scents. As an emerging market, Indonesia offers great opportunities for new brands to enter this industry, including a new perfume brand designed to meet the needs of both women and men. A perfume brand comes with the aim of offering an elegant, unique fragrance experience that reflects the personality of its users. As a new player in the Indonesian market, this brand faces challenges in understanding local consumer preferences, identifying potential market segments, and establishing a strong position amidst increasingly fierce competition from both local and international brands.

The Story

Because of that, they contacted Monica & Co Business Advisory to seek help to formulate a go-to-market strategy that aims to introduce their products to Indonesian consumers and build solid brand awareness from the very beginning of their appearance in the market.

To solve this problem, Monica & Co Business Advisory does some analysis, such as market analysis, consumer analysis, and competitor analysis. Market analysis provides an overview of how the perfume market in Indonesia works, market size, market segmentation, estimated revenue that can be obtained by a perfume company, as well as the challenges and opportunities that exist. Consumer analysis provides an overview of customer targets and their needs. Meanwhile, competitor analysis provides an overview of competitor products and their marketing strategy.

After doing some analysis, Monica & Co Business Advisory gave the perfume company some go-to-market strategy recommendations for their new perfume product launch in Indonesia. The first strategy is to make a brand guideline. The brand guideline provides direction for a perfume company to have a structured communication style, especially in delivering the right communication. Monica & Co Business Advisory gave recommendations for brand values for them, which are authenticity, exclusivity, and romance. We also give the tagline idea for a perfume company, which is “Let Your Scent Spark the Romance”. This tagline conveys the impression of how the perfume from a perfume company helps to reveal the romance that occurs between two human beings.

The second strategy that Monica & Co Business Advisory recommends is to create organic content in the perfume company's social media, especially Instagram and TikTok, to increase their brand awareness. They can create organic content through IG Post, Reels, or TikTok Videos. Some organic content topic recommendations that we give are the greatest heartbreak you have ever experienced, hurtful love story, move on tips, and the strength of the product.

The last strategy that Monica & Co Business Advisory recommends is to launch new products through three phases which are pre-launch, launch, and post-launch, in order to gain more attention from potential customers. For the pre-launch activity, a perfume company can create teaser countdown videos on their social media, especially IG story and TikTok. They can also collaborate with micro or nano influencers to upload teasers on their social media. Meanwhile, for launch activity, they can arrange IG and TikTok Live that focus on product demos, explain product strength, and Q&A. Not only that, in these phases, they can give discounts, create launch videos, and collaborate with influencers to promote their product. Last but not least, for the post-launch activity, a perfume company can make testimonial content from customers who have already bought and try their product.

Our Approach

After getting important insight and go-to-market strategy recommendations from Monica & Co Business Advisory, a perfume company hopes they can launch their new perfume product successfully in Indonesia and gain more attention from a new customer. They also hope that their perfume product can align with Indonesian customer expectations.

The Impact

*We take our clients' confidentiality seriously. While we've changed their names, the results are real

a woman in a suit holding a cell phone
a woman in a suit holding a cell phone
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turned off laptop computer on top of brown wooden table

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