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In: Business and Management

Submitted By rsitepu
Words 2739
Pages 11
2014
Tugas Integrated Marketing Communication Tugas 5 : IMC

robert.sitepu 2013200845 MM KALBIS Genap 2013/2014 10-May-14

Tugas Integrated Marketing Communication Tugas 5 : IMC
Tugas 5

2014

Kosmetik Jelita adalah kosmetik modern (bukan tradisional) Indonesia yang mengkhususkan diri pada pemutihan kulit. Merk Jelita Whitening Cream (JWC) sendiri sudah 3 tahun berada di pasaran dan diproduksi oleh PT Ficom Farma yang sudah 10 tahun berdiri dan selama ini lebih banyak memproduksi obat-obat bebas seperti obat sakit kepala, obat sakit perut, obat influenza, vitamin dan obat rematik. PT Ficom Farma tidak memproduksi kosmetik jenis lain karena memang konsentrasinya hanya pada pemutihan kulit. Jelita mempunyai formula khusus XYZ yang dikembangkan di Amerika untuk memutihkan kulit wanita di iklim tropis dalam waktu 3 minggu dan dijamin aman karena sudah dilakukan riset dan penelitian yang mendalam mengenai hal itu serta mengandung vitamin E dan anti oksidan, tidak menyebabkan iritasi kulit dan alergi. Dengan menggunakan JWC, kulit tidak hanya putih tapi juga sehat dan segar. JWC dikemas dalam tube plastik volume 200 ml dengan harga Rp 40.000 per tube dan 100 ml dengan harga Rp 22.000/tube.

Pasar Sasaran JWC ditujukan kepada wanita berusia 20-40 tahun yang belum berpenghasilan atau wanita dengan penghasilan Rp 3.000.000 – 6.000.000 per bulan yang tinggal di kota-kota besar dan kecil di Indonesia, mengidamkan kulit putih.

Sejauh ini JWC belum terlalu dikenal apalagi belakangan ini mulai terancam oleh saingan yaitu produk pemutih lain yang banyak bermunculan di pasaran baik merk impor atau lokal yang gencar beriklan. Rata-rata kompetitornya menyatakan dapat memutihkan kulit dalam waktu 4-8 minggu. Munculnya banyak saingan ini tentu saja mulai menganggu pemasaran Jelita karena pemakai Jelita mulai banyak beralih ke pemutih lain seperti Nivea, Loreal, Ponds,…...

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