DISCUSSION GROUP 3 :

Kent Jordan Santoso – 19017113

Valentina Nadya – 19017030
Malvin Hidayat – 19017094

LOCAL BRAND ANALYSIS :

MUSTIKA RATU

Mission Statement :

As a brand and product that provides holistic beauty care that is outer and inner beauty through the
Indonesian tradition heritage.

Tagline :

Mustika Ratu, Ku Jadi Ratu!

Marketing Mix (4P) :

- Product
Personal care products (cosmetics) and beauty herbs with natural basic ingredients and
traditional Indonesian heritage in minimalist packaging.
- Place
Mustika Ratu supply their products throughout stores in Indonesia (such as Bandung,
Surabaya, etc.) and its head office located in Jakarta (the capital city of Indonesia).
- Price
The price of Mustika Ratu’s products are really affordable remembering that the target market
of this brand is really wide, starts from middle-low class until middle-high class society.
- Promotion
Mustika Ratu promote its brand by supporting many national events (usually events that
related to Indonesian Culture). Other than that, they also make various kinds of
advertisements distributed through television, social media, brochures, etc.

SWOT :

- Strength
the advantage of this brand is how they maintain ‘strong Indonesian character’ on its brand,
through basic materials that are used on their products to various forms of promotion
(slogans, etc.). In addition, this brand has been known by the Indonesian people since a long
time ago so it has a good image in various circles of society.
- Weakness
 Mustika Ratu’s products don’t really follow current development, so it seems old-fashioned
in people’s eyes. Other than that, people thought that local brand not as good as foreign
brand.
- Opportunity
With its strong brand name, Mustika Ratu can easily introduce their product to the society.
So, it won’t be that hard if they want to make some changes and development of their
product. Other than that, the opportunities in cosmetics’ developments are still really wide.
- Threat
Mustika Ratu’s competitors are developing so rapidly with halal guarantees and products that
vary widely for all ages and circles (for example wardah).

Company Product Orientation Marketing Orientation

Sell shampoo Support women to look
flawless by make their hair
shining

Sell clothing for women and Make someone look

men fashionable and branded by
using their brand

Sell stick Upgrade stick to become more

useful by its function to help
people to take a selfie

Sell tickets Provide comfortable place to

watch updated movies

Online transportation Give convenience and safety

using public transportation

Chatting messenger Help people all over the world

to communicate in an easy way
as well as a free application
Sell drinks Get the rid of thirsty by
upgrading and innovating
many kinds of beverages

Sell foods and drinks Provide comfortable place to

enjoy meal and hangout

Gymnastic place Accommodate comfortable

and complete gymnastic tools
to support people to work out