strategi marketing dan memegang peranan penting dalam pembentukan image produk-produk Perseroan. Integrasi dari kedua kegiatan tersebut terwujud dalam aktivitas-aktivitas above dan
below the line sehingga komunikasi antara Perseroan dan konsumen tidak hanya melalui media massa namun juga berjalan secara dua arah melalui kegiatan-kegiatan promosi yang memberikan kesempatan kepada Perseroan untuk dapat berinteraksi langsung dengan konsumen.
Di tahun 2009, Perseroan tetap menitik-beratkan kegiatan iklan dan promosi untuk tiga merek utama Perseroan yaitu GATSBY, PIXY, dan PUCELLE. Namun, sesuai dengan kebijakan MID-2 yang meningkatkan konsentrasi pada kosmetika wanita, Perseroan membuat strategi kegiatan iklan & promosi yang terfokus pada kategori kosmetika wanita, terutama PIXY seri Skin Care. Untuk itu, investasi untuk iklan dan promosi di tahun 2009 adalah yang terbesar yang pernah dilakukan oleh Perseroan.
Perseroan meluncurkan renewal seri PIXY UV WHITENING dan seri PIXY ACNEBRITE di bulan Februari 2009. Konferensi pers dan grand launching diadakan di bulan Maret 2009 yang kemudian diikuti dengan penyelenggaraan roadshow di sejumlah kota besar di seluruh Indonesia.
Advertising and promotion is an integral part of marketing strategy and plays an important role in building the image of the Company’s products. Integration of both activities is carried out through above and below the line activities so that the communication between the Company and the consumer can be performed not only through mass media but also through two-way communication during promotion activities which enable the Company to directly interact with the consumer.
In 2009, the Company continued to emphasize the advertising and promotional activities for three major brands; GATSBY, PIXY, and PUCELLE. However, in line with the policy of MID-2 which is enhancing concentration on ladies cosmetics, the Company made advertising and promotion strategy focusing on ladies cosmetics category, especially PIXY Skin Care series. With the reason, investment for advertising and promotion in 2009 was the biggest that the Company has ever done so far.
The Company launched renewal of PIXY UV WHITENING series and PIXY ACNEBRITE series in February 2009. Press conference and grand launching were held in March 2009 followed by several road shows in some big cities in Indonesia.
Kegiatan Iklan dan Promosi
Selain menayangkan iklan, untuk mendukung peluncuran seri PIXY tersebut, Perseroan juga meningkatkan promosi display di toko dan menempatkan display khusus di 600 local chain store di daerah dan
hypermarket berskala besar seperti Carrefour dan Hypermart, serta mini supermarket seperti Alfamart dan Indomaret.
Di tahun 2009 juga telah dimulai sistem keanggotaan PIXY (PIXY Beauty Community-PBC) dimana sampai dengan Desember 2009 jumlah anggotanya telah mencapai lebih dari 10.000 orang. Melalui sistem ini, Perseroan berusaha untuk meningkatkan interaksi antara PIXY dan konsumennya.
Beberapa iklan TV yang baru ditayangkan di tahun 2009 adalah iklan TV untuk produk GATSBY SMOOTHING WASH SCRUB, PIXY UV WHITENING & PIXY ACNEBRITE, serta yang terbaru untuk produk GATSBY STYLING WAX. Sementara itu, iklan TV untuk produk PUCELLE MIST COLOGNE JAPANESE SEASONS dan PUCELLE BODY MILK tetap diteruskan penayangannya.
Di bulan Oktober 2009, Perseroan melakukan total renewal untuk seri GATSBY STYLING WAX dan untuk itu diadakan event “GATSBY STYLING CONTEST” yang terdiri dari “STYLING DANCE CONTEST” dan “HAIR STYLING CONTEST” di enam kota besar di Indonesia. Dan seperti tahun sebelumnya, pemenang dari STYLING DANCE CONTEST dikirim ke Jepang untuk mewakili Indonesia dalam GATSBY STYLING DANCE CONTEST PAN ASIA.
Kegiatan promosi lain seperti Mandom Fair, Beauty Class, Handsome Class, Kontes Pajang, sponsorships, dan lain-lain, juga terus dilaksanakan. Di tahun 2009, peserta Kontes Pajang mencapai 9,160 toko ritel.
Perseroan akan terus berinvestasi dalam kegiatan iklan dan promosi untuk membangun dan memperkuat posisi merek-merek Perseroan di pasar. Penempatan iklan di media massa akan terus dilakukan dan kegiatan promosi juga ditingkatkan sehingga Perseroan dapat memahami keinginan dan kebutuhan konsumen untuk dapat memberikan yang terbaik bagi konsumen.
Besides TV commercial, in order to support the launching, the Company also increased display promotion in stores and placed special display in 600 local chain stores in some regions and hypermarkets such as Carrefour and Hypermart, as well as mini markets such as Alfamart and Indomaret.
In 2009, the Company also started PIXY membership system called PIXY Beauty Community (PBC) whereas until December 2009, the member already had reached more than 10,000 members. Through the system, the Company hopes to enhance the interactions between PIXY and the consumer.
New TV commercials in 2009 were broadcasted for GATSBY SMOOTHING WASH SCRUB, PIXY UV WHITENING & PIXY ACNEBRITE, and the latest one for GATSBY STYLING WAX. Meanwhile, TV commercials for PUCELLE MIST COLOGNE JAPANESE SEASONS and PUCELLE BODY MILK were also continuously aired.
In October 2009, the Company made total renewal for GATSBY STYLING WAX series and to support it, the Company held “GATSBY STYLING CONTEST” consists of “STYLING DANCE CONTEST” and “HAIR STYLING CONTEST” in six big cities in Indonesia. Similar to the previous year, the winner of STYLING DANCE CONTEST will be sent to Japan to represent Indonesia in the GATSBY STYLING DANCE CONTEST PAN ASIA.
Other promotion activities such as Mandom Fair, Beauty Class, Handsome Class, sponsorships, etc, were also continuously carried out. In 2009, the participants of Display Contest reached 9,160 retail stores.
The Company will incessantly invest in advertising and promotion in order to build and strengthen the position of the Company’s brands in the market. Advertisement though mass media will also continuously be carried out and promotional activities will also be increased so that the Company is able to have better understandings of the consumer’s wants and needs in order to provide the best products for them.
Laporan Tahunan tahun 2009 telah disetujui oleh Direksi dan Dewan Komisaris pada tanggal 9 Maret 2010. Direksi dan Dewan Komisaris bertanggung jawab penuh atas kebenaran isi laporan Tahunan 2009.
The Annual Report for the year 2009 was approved by the Board of Director and the Board of Commissioner on March 9, 2010. Board of Director and Board of Commissioner are fully responsible for the content of the Annual Report 2009.