“ NOW, DATA DRIVES EVERYTHING WE DO BEFORE, WE WERE MUCH MORE REACTIVE" A total population of Indonesia is estimated more than 261 million people in 2017. Euromonitor International predicted Indonesia will be the fastest growing cosmetics market in Asia, beating China and India: 9 % - 8 % - 7 % There are 760 cosmetic companies approximately in large, medium, and small scales spread in Indonesia. The Biggest challenge is getting consumers that has different characters, both in terms of residence, age, gender, and SES. Business Value: 100 Trillion IDR (KementrianPerindustrian). MARS conducted a survey to see the profile of consumers and the development of the performance of various brands of cosmetics in Indonesia.

1. Winda Mizwar
Marcom and Client Relations Manager

2. Hi, Call Me Winda Mizwar
I’m passionate about building great stories that make people’s lives happier and healthier.
I have over 4 years strategizing innovative marketing and communications experiences for small
startups, build my own business, working for multinational and national company. Encourage
my skills into the next level of marketing geek.
I grew up in Small City in Sumatera Island and trapped in the last 8 year in Urban City,
and am excited to talk with you!

3. Skill &
Expertise Marketing and Consumer Research
Integrated Marketing Communications
Brand Management
Business Development
Content Strategic
1
2
3
4
5

4. Broadcasting
Development Program
TRANS TV, Jakarta
Marcom Coordinator
MARS Indonesia,Jakarta
Marcom and PR
Consultant
IGIco Advisory,Jakarta
Employment history
Marcom and Client
Relations Manager
MARS Indonesia,Jakarta
2013 2015
2014
2016 -
present

5. Education
Background
Bogor Agriculture
University - IPB,
Faculty of Economics and Management
Department Management
Bachelor of Economics, 2013

6. - Dan Zarrella
”
“MARKETING
WITHOUT DATA
is like driving
with you
EYED CLOSED

7. ”
“
NOW,
DATA DRIVES
EVERYTHING WE DO
BEFORE,
WE WERE MUCH
MORE REACTIVE
-Maria Pontes

8. WE’VE DONE A
LOT OF RESEARCH TO
UNDERSTAND WHAT
CONSUMERS WANT & NEED.
THAT IS AT THE CORE OF
OUR MARKETING

9. We will share to you
about these:
1. Research Backgrounds
2. Survey Methodology
3. Findings
4. Insights

10. Total population of Indonesia is
estimated more than 261
millions people in 2017
Euromonitor International
predicated Indonesia will be
the fastest growing cosmetics
market in Asia, beating China
and India
9 %-8 %-7 %
There are 760 cosmetic
companies approximately in
large , medium , and small
scales spread in Indonesia
The Biggest challenge is
getting consumers that has
different characters, both in
terms of residence, age, gender
and SES
Business Value: 100 Trillion IDR
(KementrianPerindustrian)
MARS conducted a survey to
see the profile of consumers
and the development of the
performance of various brands
of cosmetics in Indonesia
RESEARCH BACKGROUND

11. SURVEY METHODOLOGY
Survey AREA • Jakarta, Bandung, Semarang, Surabaya, Medan, Makassar, Banjarmasin
Data Collecting
Methods
• Face to face interview
• Using structured structured questionnaire as data collection tools
Sampling
Technique
Multistage Random Sampling
Gradually random sampling. The stages divided by administrative area started from the district,
neighborhoods, and neighborhoods units in every city studied
Respondents
Criteria
Basic Criteria :
•
• SES ABCDE
•
Man/Woman 15-55 years lived in survey cities
• SES ABCDE
Fieldwork • April - May 2016
Special Criteria (for lipstick, foundation, and face powder products categories) :
Women; 15-55 years lived in survey cities

12. SES D/E
10,9%
SES C
41,3%
SES A
24,1%SES B
23,7%
Pria
44,8%
Wanita
55,2%
15-24 tahun
19,4%
35-55 tahun
52,2%
25-34 tahun
28,4%
Age GroupGender Social Economic
Status (SES)
RESPONDENTS DEMOGRAPHICS

13. Facial Freshener
Face Powder
Hand Body Lotion
Slimming Tea
Face Mask
Cream/Lotion Whitening Facial
Milk Cleanser
Face Moisturizer
Foundation
Splash Cologne
Lipstick
INFORMATIONS AVAILABLE
Product categories analyzed included

14. Cosmetics Market in Indonesia
FINDINGS

15. 2014 2015 2016
Cream / Lotion Whitening FACIAL 9,3 6,9 4,2
Milk Cleanser 13,7 12,9 9,8
Face Moisturizer 29,4 30,8 27,6
Foundation 31,4 39,0 31,2
SplashCologne 28,5 26,6 22,8
Lipstick 81,7 81,3 82,9
FACIAL Freshner Liquid 12,5 12,7 9,4
Face Powder 84,9 82,6 84,6
Hand Body Lotion 56,0 59,2 51,0
Slimming TEA 1,3 0,9 0,8
COSMETIC PRODUCTS PENETRATION IN LAST 3 YEARS

16. 33,6%
18,3%
45,4%
2,7%
34,0% 25,3%
26,9%
13,8%
38,7%
42,7%
14,6%
4,0%
WARDAH VIVA PIXY
SES A SES B SES C SES D/E
FOUNDATION BRAND COMPARISON BASED ON SES

17. POND’S VIVA
40,6%
41,4%
18% 61,1%
25,5%
13,4%
15-24 tahun 25-34 tahun 35-55 tahun
FACE MOISTURIZER BRAND COMPARISON BASED ON AGES

18. Sariayu:
Natural Colors
Softening/smoothing
the skin
Well known
product
Wardah:
Equally on face
Trusted
brand/products
Halal products
Viva :
Affordable Prices
Easily to get the
products
Pixy :
Durable Product
(not easily fade)
Pixy
Sariayu
Wardah
Viva
Mudah didapat
Harga
terjangkau/
murah Produk/merek
terpercaya
Produknya halal
Melembutkan/
menghaluskan kulitWarnanya natural
Produknya tahan
lama ( tidak
mudah luntur)
Produk/merek
terkenal
Merata di wajah
BRAND ASSOCIATION FACE POWDER PRODUCTS

19. Total 15-24 YEARS OLD 25-34 YEARS OLD 35-55 YEARS OLD WomEN Man
Mustika Puteri 20,1% 13,6% 19,8% 23,2% 25,1% 9,7%
Pucelle 11,3% 12,9% 12,5% 9,8% 13,8% 6,2%
Eskulin 9,2% 10,4% 8,7% 9,0% 11,6% 4,3%
Cassablanca 8,7% 5,0% 10,4% 9,2% 7,2% 11,8%
She S 8,5% 6,3% 10,2% 8,3% 9,6% 6,2%
Gatsby 7,5% 8,7% 8,2% 6,5% 2,9% 17,0%
Vitalis 5,1% 5,4% 2,6% 6,5% 6,8% 1,5%
Others 17,6% 18,8% 17,0% 17,5% 15,8% 21,3%
Don’t Know 12,0% 18,9% 10,5% 9,9% 7,2% 22,0%
TOP OF MIND AWARENESS
SPLASH COLOGNE ADS BASED ON AGES AND GENDER

20. Total Jakarta Bandung Semarang Surabaya Medan Makassar Banjarmasin
Wardah 24,2% 28,5% 12,1% 20,7% 13,4%
29,2%
35,2% 28,1% 26,0%
Viva 12,5% 8,7% 11,5% 21,6% 29,0% 2,8% 5,5% 15,9%
Pixy 12,1% 11,2% 8,8% 15,0% 6,8% 12,9% 4,3%
Sariayu 9,7% 9,2% 19,8% 5,6% 14,2% 3,5% 4,1% 1,2%
Revlon 7,0% 7,3% 6,5% 4,7% 7,1% 9,3% 2,0% 12,2%
Mirabella 6,7% 7,3% 5,3% 11,8% 5,4% 1,7% 10,4% 7,0%
Oriflame 2,5% 2,5% 2,0% 0,5% 1,6%
14,3%
4,0% 6,4% 0,5%
Others 25,2% 25,4% 34,0% 19,9% 22,4% 30,6% 33,0%
LIPSTICK BRAND MOST USED OFTEN (BRAND SHARE)
BASED ON CITIES

21. Pond’sWardahSariayuViva
85,1% 86,9%
67,1%
99,3%
FACE CLEANER BRAND RECOMMENDATION LEVEL

22. WHAT YOU NEED TO KNOW
543
21
Peraturan Pemerintah No 14 Tahun 2015 :
Rencana Induk Pembangunan Industri
Nasional (RIPIN) Tahun 2015-2035 :
“Industri kosmetik menjadi salah satu
industri andalan (industri prioritas)
sebagai “PRIME MOVER” perekonomian
FARMASI KOSMETIK ALAT KESEHATAN
Pembangunan industri akan difokuskan pada 11 kelompok industri,
beberapa diantaranya adalah :
Pemerintah menargetkan pertumbuhan
ekonomi hingga 5.2% tahun ini dan
7% tahun depan.
Data BPOM produk kecantikan
Indonesia mencapai 36.642
produk, 14.658 di antaranya
produk lokal.
Riset Euromonitor International.
Negara berkembang seperti
Indonesia memiliki kontribusi
51% bagi industri kecantikan
global

23. FUTURE OPPORTUNITY
predicted to be doubled
Business Value Cosmetic “HALAL” in GLOBAL MARKET
US$ 20
Million
IDR 26.26
Trillion

24. YOUR FUTURE CUSTOMER
KAUM LELAKI
Menurut riset dari MARS Indonesia,
jika dilihat berdasarkan jenis kelamin,
20,5% pemakai hand body lotion
adalah kalangan pria.
Kosmetik
Busana
Rambut
Lelaki Metroseksual

25. CHALLENGES
ALL OVER INDONESIA
760 COSMETIC COMPANY
HOW TO WIN
CUSTOMER’S
HEART ???
WHY THEY HAVE TO CHOOSE YOUR BRAND ???
HOW GOOD YOU TO UNDERSTAND YOUR CUSTOMER BEHAVIOR ???
HOW TO FIT THEIR NEEDS???
WHAT’S YOUR BRAND DREAM???
HOW TO REACH THAT ???

26. R E C O G N I Z I N G C U S T O M E R N E E D S
A N D F I L L I N G T H E M B E T T E R
T H A N T H E C O M P E T I T I O N
I S T H E H E A R T O F S U C C E S S F U L
marketing strategy

27. Hey, did you REALIZE ?
Everything Connected
Everyone Connected
Everything’s became
FASTER and EASIER
BIG DATA ERA
Already HERE
Welcoming Era IoT
(internet of things)
$
$
$

28. Twitter adalah Salah satu media sosial favorit sebagian
netizen untuk menulis berbagai keluhan yang
diarahkan pada satu brand atau opini tentang hal
yang sedang terjadi di masyarakat.
Menurut Country Business Head Twitter Indonesia,
Roy Simanungsong, jumlah pengguna aktif Twitter
Indonesia mencapai 77% dari seluruh pengguna di
dunia. Selama 2016, mereka menulis 4,1 miliar tweet.
Melihat hal tersebut, apakah keluhan terhadap satu
brand di Twitter akan mempengaruhi minat beli
kamu pada brand tersebut?
Seberapa powerful “opini” kamu terhadap suatu bisnis?

29. OPINI
KONSUMEN
“make your opinion worth it!”

30. OPINI
KONSUMEN
because we believe that your opinion
can change everything and now, let the world
see the way you look at something.
We help you to know
how a customer interacts
with your brand and the way they give a
perceived about your brand.
Opini Konsumen also support you
to make an online survey,
now you are able to measure
your marketing strategy quickly and
help you to boost your business
with the right strategy.
Our philosophy is:
”Make Your Opinion Worth It”
The 1st
Brand Opinion
Tracker
in Indonesia
1
2
Hello!
from

31. Stay connected and inspire others.
Share your idea and write your opinion with your friends.
Rate the brand through your experiences.
It’s time to make your voice are worth it to hear.
We really want to know what do you think about the brand,
how the brand could be able to fit your needs and expectation.
Let the world know, let your friends
understand the way you think about something.
The Features...
OKEY FRIENDS
Opini Konsumen
14 February 2017
09.30 am
GRAHA MARS
" Hadirnya review brand di aplikasi Opini Konsumen
membuat saya menemukan tempat terbaik untuk
menceritakan berbagai pengalaman saya ketika
menggunakan satu brand. Saya merasa opini saya
didengarkan dengan baik "

32. 15
15
OPINI
KONSUMEN
FACEBOOK LOGIN
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Password
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or
Forgot your password?
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your account
through mobile apps
Find out your brand categories
that suitable with your
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Review your experiences
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Your opinion will be
delivered to the right one
Yey! Thank you for
your participation and
we really appreciate it
CONNECT WITH US CHOOSE YOUR CATEGORY ADD YOUR OPINION
REVIEW YOUR
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COLLECT THE POINT
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RATING

33. “Sebagai salah satu “lipstick-junkie” saya
sering gonta-ganti jenis lipstick. Menurut saya,
lipstick memiliki varian warna, jenis dan tekstur yang
beragam. Namun ada salah satu brand yang menurut saya
cocok untuk jenis bibir saya yang berwarna hitam yaitu
Mineral Botanica. Mineral Botanica memiliki tekstur yang moist,
warnanya tidak berubah saat dipoles di bibir karena beberapa
brand akan berubah warna saat dipoles di bibir, warnanya juga
menutupi bibir saya yang agak hitam dengan baik, dan
yang terpenting tahan lama. Saat selesai makan,
warna lipstik masih bertahan.”
Opini dari #GenerasiPintar-Mrs.Dhita,30YearsOld,M
arried, Lipstick Junkie -Ms.Christy,25YearsOld,In
Rela
tionship, Fashion Enthusiast
“Saya bukan termasuk orang
yang sering mencoba-coba atau
gonta ganti produk kecantikan. Jika saya
sudah cocok dengan 1 brand, saya akan melakukan
repeat buying terhadap brand tersebut. Saya
menggunakan Clinique untuk perawatan wajah
karena rekomendasi teman saya. Saya menggunakan
produk perawatan wajah lengkap dari Clinique.
Salah satu yang saya suka adalah serumnya.
Serum dari Clinique menghilangkan flek
dari wajah saya.

34. 88%
of people trust reviews.
Customer review
is the best way
to build confidence
and trust

35. Ready to share your opinion?
opinikonsumen_opini konsumen opinikonsumen_
www.opinikonsumen.com
Find us Here :
Get in touch with Opini Konsumen

36. “BEAUTY IS AN ASSET”
a Valuable Investment – Timeless Effort
Why fit in,
when you can
stand out?

37. LET'S DO SOMETHING FUN OKEY FRIENDS!

39. O L A Y

41. G I O R G I O
A R M A N I

43. B E N E F I T

44. LET’S TALK TO ME
Winda Mizwar
winda.mizwar@gmail.com
+62 852 6764 3454
quality drives quantity