President University
Internship Report for
Puspita Martha International Beauty School (PT. MARTHA BEAUTY GALLERY) And
PT. AJITA INDONESIA
Contents
Preface...5
Chapter I:...6
Introduction...6
I. Objective...6
II. Benefit...6
Chapter II:...8
Company Profile of Puspita Martha International Beauty School...8
II.I History of the Organization...8
II.II Vision, Mission and Objective...9
II.III Organization Chart...9
II.IV Product and Services...9
Chapter III:...11
Internship Activities...11
III.I Foreword...11
III.II Job Description...11
Chapter IV:...13
Evaluation...13
Chapter V:...16
Company Profile of PT. AJITA INDONESIA...16
V.I History of the Organization...16
V.II Vision, Mission, and Objective...16
V.III Organization chart...16
V.IV Product and Services...17
Chapter VI:...18
Internship Activities...18
VI.II Job Description...18
Chapter VII:...20
Evaluation...20
Chapter VIII:...20
Recommendation...20
VIII.I University...21
VIII.II Companies...21
Appendices...22
Preface
All thanks to Allah, the God Almighty, through Him who strengthen me during my Internship program. I would long fail if it weren’t the grace of Him that bestowed upon me. I want to thank my mom and my grandma for the endless support they gave me, be it morally and financially.
Thanks to my Internship Advisor, Mr. Hari Suryanto who gave me advice on how to improve my performance on the companies I did Internships. Also thanks for my Users and Supervisors from Puspita Martha International Beauty School and Ajita Indonesia:
Special thanks to Mam Edwina Waas, my User from Puspita Martha, who taught me about Offline Marketing and watched my improvement from my limited knowledge until my intermediate phase and Mam Rizki and Miss Charlotte Kesaulya, both my Supervisors from Puspita Martha, that supervised my work during the Internship and not forget to thank Miss Rifani Diah, my User from Ajita Indonesia, for the deployment on her team and thank to Mr. Alexander Jordan and Mr. Fediora Gaska, both my Supervisors from Ajita Indonesia, that taught me about the Digital Marketing, Thanks to the experience I was able to learn a lot from these great people.
And I want to thank my friends who support me to finish my Internship program: Diana Fianty and “Executive Talks” as well as people from the company who often helped me, Mam Rini, Miss Lia, Miss Dita, Miss Dian, Mr. Cucu, Mr. Surip, Mr. Slamet and Mr.
Haryanto. Thank you so much for taking care of me!
And last but not least, thanks for the experience and emotion I gained during this program.
Chapter I:
Introduction
Internship program is a mandatory program for President University’s students as one part of graduation requirement. Internship is one of the advantages President University offers toward its students as a leading university, that comes with objective and benefit for the students, as follow:
I. Objective
The objective of the Internship is to enhance the understanding of professional work by implementing the values acquired from the campus toward students appointed company where the significant student serves as an Intern.
II. Benefit
Internship program serves a lot of benefits toward students as it acts as the bridge between students and their future careers. The benefits of Internship program are as follow:
1. Providing real life experience and exposure 2. The chance to learn more about ourselves 3. Connecting and developing social network 4. Enrich the curriculum vitae
5. The chance to get promoted to be full-time employee
Puspita Martha International Beauty School (PT. MARTHA BEAUTY GALLERY)
Chapter II:
Company Profile of Puspita Martha International Beauty School II.I History of the Organization
Puspita Martha International Beauty School is the most prominence Beauty School in Indonesia that highly contributed in shaping and developing many professionals in Beauty industry. Founded by DR. Martha Tilaar in 1970, the Beauty School was named Jakarta School of Beauty and Modelling before changed into Puspita Martha International Beauty School.
Becoming a vast growing Beauty School, Puspita Martha International Beauty School is not only acknowledged in Indonesia but also in the world. It was by proven by the multi- certificates after graduation both from Puspita Martha International Beauty School itself and also its school partners from abroad according to the major of the students, which are: CIBTAC from United Kingdom of England for School of Make Up graduate, PIVOT POINT from United States of America for School of Haidressing graduate and CIDESCO from Switzerland for School of Beauty Aesthetic graduate.
Being a part of Martha Tilaar Group and under PT. Martha Beauty Gallery, Puspita Martha consistently creating professional Beauticians in order to meet the Beauty industry’s need, as Puspita Martha International Beauty School’s vision and mission which to create a Beautypreuener who not only create meaning to herself but also for others. Many of its alumni became success and independent creative person.
Puspita Martha international Beauty School has 4 branch offices and schools which located in Jakarta (main office), Bandung, Jogjakarta and Surabaya. This was due to the high demand of Beauty specialists in Beauty industry.
II.II Vision, Mission and Objective
1. Vision
Become the best International Beauty School with International standard in Indonesia which actively participating on advancing the knowledge and professionalism in Beauty industry.
2. Mission
Become International Beauty School based on Scientific Approach by creatively and innovatively using up-to-date technologies holding to Cross Culture values with International knowledge and professionalism standard.
II.III Organization Chart
II.IV Product and Services
As a Beauty School, Puspita Martha International Beauty School has four programs for every program studies which are divided into; Beautypreneurship Programme, Ready-to- work Programme, Advanced Programme, and Weekend Programme.
Charlotte Manilyn Kesaulya (Marketing Promotion
Supervisor)
General Event
Event Division Digital Division
School to School
Event
The program studies in Puspita Martha International Beauty School are as follow:
1. School of Make Up (CIBTAC)
School of Make Up is the school that focusing on Make Up. Collaborating with CIBTAC, School of Make Up provides both International and national programs with CIBTAC Diploma for International course and Puspita Martha Certificate for national course.
2. School of Hairdressing (PIVOT POINT)
School of Hairdressing is the school that focusing on Hairdressing. Collaborating with PIVOT POINT, School of Hairdressing provides both International and national programs with PIVOT POINT Diploma for International course and Puspita Martha Certificate for national course.
3. School of Beauty Aesthetic (CIDESCO and ISPA)
School of Beauty Aesthetic is the school that focusing on Beauty Aesthetic and Spa. Collaborating with CIDESCO and ISPA, School of Beauty Aesthetic provides both International and national programs with CIBTAC Diploma and ISPA Certificate for International course and Puspita Martha Certificate for national course.
4. Self Image Programs
Self Image Programs (SIP) is the program of Puspita Martha International Beauty School that provides the knowledge of self-applied make up. Self Image Programs have 4 classes which are:
a. Self Image Program
b. One Day Self Image Program c. Metamorfosa Kartini
d. Holiday Beauteous Class
Chapter III:
Internship Activities III.I Foreword
My internship at Puspita Martha International Beauty School, one of the biggest International Beauty School in Indonesia, lasted for four months from May 2017 until August 2017. At Puspita Martha International Beauty School, I served as Event Officer Intern specialized in School to School program. My division was a new division created in the company and I served as the first and only internee to fill the position at the time and directly supervised under the Advisor of the School, Mam Edwina Waas, which later handover the division to Marketing Promotion Department after two months of the division creation due to Puspita Martha reconstruction board structure. The details of my position are as follows;
Working hours : 8:30 – 17:30 (9 hours)
Department : Marketing Promotion Department Position : Event Officer Intern
Supervisors : Rizky Diah Utami (first two months)
Charlotte Manilyn Kesaulya (last two months)
III.II Job Description
My primary job as Event Officer is to widen the relation of Puspita Martha International Beauty School with High schools and Universities located in Greater Jakarta area by conducting Beauty Class or supporting the make-up needed in events (for example, Art related events and seminars) in the schools and the universities.
In realization to do so, my tasks included in making a proposal of Puspita Martha’s program to show to the schools and universities, listing all the High schools and Universities with economic status grade A and B in Greater Jakarta area, contacting the
schools and universities, then conducting the Beauty Class if the school or university deal with our proposal.
In the first week of Internship I was tasked to make the proposal and presentation to show to the schools and universities and by the Friday I and Mam Edwina Waas visited a school to show how to approach the school. Thus, Mam Edwina left the management to me after she showed me how to jump to the activities.
I divided the tasks according days to finish them. On Monday to Thursday I was focusing the task on visiting the schools and universities that already on my list and by the Friday I was focusing on contacting the next schools and universities that I will visit in the next week by arranging the meeting suitable with their times. From the meetings I had with the schools and universities, Puspita Martha got the chance to perform several Beauty Class in several schools and universities to promote Puspita Martha International Beauty School’s programs, the agendas are as follow:
1. SMA Kristen Penabur 1 (June 9) 2. SMA Katolik Theresia (June 10) 3. SMA Seruni Don Bosco (June 12) 4. SMA Abdi Siswa (June 13)
5. SMA Kristen Penabur 2 (July 14) 6. SMA Islam Al-Azhar 3 (August 11) 7. Universitas Pelita Harapan (August 16)
In every event above I was acting as the PIC and was responsible to the events before and after the events conducted. My responsibilities before the event were to check the preparation of the event such as properties and promotion materials, to inform the Sales Department to send representative to be the MC, to inform the teachers in charge to
Chapter IV:
Evaluation
Internship opportunity at Puspita Martha International Beauty School was a very valuable experience. Working at the company made me not only able to implement the skills and knowledge I had learned from the university, I was also able to explore beyond my comfort zone. I learned about Beauty industry, which was a new industry for me, and its inter-relatable business with other industries.
Several advancements I acquired both skills, knowledge and attitudes are as follow:
1. Negotiation Skill
I developed this skill during my meetings with the schools and universities PR or counselor, this was one of the essential skills needed in my position as Event Officer Intern.
2. Enhance Critical Decision-making Process
Of All visited schools and universities, I need to analyze which offers were suitable and beneficial to the company before accepting to conduct a Beauty Class or to support the schools or universities events.
3. Maximizing Microsoft Offices
My understanding of Microsoft Offices was deepened in this company, I was actively using Excel and Powerpoint to make the evaluations.
4. Behave Polite and Dress Decently
In order to be welcomed by the schools and universities visited, I needed to behave polite and dress decently. This attitude is beneficial in almost industries.
Puspita Martha was a really great place to develop skills and experience to prepare to the real job. The atmosphere of the company was so nice and supportive, and the way the company’s growing was dynamic that Puspita Martha not just helped the skills
while working on the company, learned about Beauty industry, which was a new industry for me, and its inter-relatable with other industries.
As an Event Officer under Marketing Promotion division I was demanded to not only held a Beauty Class but to analyze on how the event will helped promoting the company.
I became more capable of doing multitasks while working as individual and more understandable while working on a group.
PT. AJITA INDONESIA
Chapter V:
Company Profile of PT. AJITA INDONESIA V.I History of the Organization
Ajita Indonesia is Digital and Media handling Agency founded in 2006 and located in West Jakarta. Ajita Indonesia, as an agency, focuses its business on the implementation of media handling of the clients rather than act as media and consultant.
Had led major projects through the market launch and beyond, Ajita Indonesia is a proud agency consists of small teams. The team in Ajita Indonesia is created by client-based to optimize the service to the client.
V.II Vision, Mission, and Objective
1. Vision
Create digital products and services that define winning brands.
2. Mission
a. All-encompassing digital products b. More Prototypes, Less Presentations c. Transformation for the better
d. Senior partners’ active engagement
V.III Organization chart
Account Executives
V.IV Product and Services
As a Digital and Media Handling Agency, Ajita Indonesia has two significant service and product, which are:
1. Integrated Marketing
Acting as consultant, Ajita Indonesia provides 3 services in order to meet the client’s needs:
a. Product Strategy
From the knowledge of the brand, Ajita Indonesia’s team will propose several strategies toward the client on how to market the brand as a community base rather than brand. Ajita Indonesia is focusing on Soft- selling Marketing.
b. User Research
Ajita Indonesia’s team will research about the audience behaviors, need and motivation through several techniques in order to understand the best way to approach the market.
c. Analytics and Optimization
Based on the data and observation, Ajita Indonesia’s team will optimize the engagement of the audience toward the brand.
2. Digital Product
Acting as vendor, Ajita Indonesia’s provide 3 products in order to meet the client’s needs:
a. Design
The design of the products, logos and identities.
b. Technology
The creating of the website and social media platforms.
c. Content Production
The generating of the content ideas, such as posters and videos.
Chapter VI:
Internship Activities VI.I Foreword
After serving for 4 months internship at Puspita Martha International Beauty School as an Event Officer Intern, I decided to enhance my understanding in Digital industry and departed to Ajita Indonesia, a Digital Agency focused on social media, for the next five months from September 2017 until January 2018. At Ajita Indonesia, I served as Social Media Intern handling two brands social medias, NuuMild and AccessMild. The details of my position are as follows;
Working hours : 9:00 – 17:00 (8 hours) Department : Account
Position : Social Media Intern
Supervisors : Alexander Jordan (NuuMild) Fediora Gaska (AccessMild)
VI.II Job Description
My primary job as Social Media Intern was to manage the brands’ social medias in order to increase the traffic of engagement. For each brand I was enlisted to one Supervisor:
Mr. Alexander Jordan for NuuMild, @NuuGeneration, and Mr. Fediora Gaska for AccessMild, @Access.Zone.
In realization to do so, my tasks included in content making, content scheduling, media monitoring, and audience engaging. Chased by deadlines I had to work on the two brands within times given. The details of the social medias managing are as follow:
happened in Aceh. Moreover, the brand identity itself has to be identified in hashtag #IniBaruAsik dan #NuuGeneration to promote the brand as youngster cigarette and always set what’s trending in Aceh youth.
For NuuGeneration, I had duties to make 18 contents in the Content Concept every two weeks before submitting to client, first and third weeks of the month, to make an Editorial Plan based on approved contents by the client every week, mostly I did in Monday, to schedule the contents on the Facebook and to post them on Instagram, since Instagram was unable to schedule post and to interact with audience by replying Direct Messages and Comments. I was also responsible to search and to contact Buzzers in order promoting NuuGeneration’s annual competition, “#NUUBEATBOXCHALLENGE2017” that was held on November 25, 2017.
2. AccessMild (@Access.Zone)
AccessMild, going with the name of AccessZone in social medias, is a cigarette brand that only distributed in West Sumatra Province and South Sumatra Province. The social media used for this brand are Facebook and Instagram.
Being exclusively available in West Sumatra and South Sumatra are made AccessZone’s posts had to be specific on trends and information that happened in West Sumatra and South Sumatra. Moreover, the brand identity itself has to be identified in hashtag #AccessZone with the tagline “Buka Jalanmu” to promote the brand as success-minded young adult cigarette and always motivate its audience to see business chances in every aspect.
For AccessZone, I had duties to make 18 contents in the Content Concept evey two weeks before submitting to client, second and forth weeks of the months, to schedule the contents on the Facebook and Instagram, for Instagram I used Buffer aps as the tool to schedule.
Chapter VII:
Evaluation
knowledge of social medias and how to impement them into business industries. Several advancements I acquired both skills, knowledge and attitudes are as follow:
1. Content Creating in Content Concept
Creating concept was one of my main duty. I got to learn how to analyze the audience so I can make worth looking contents.
2. Social Media Advancement
I got to learn a lot of social media usage through this internship, especially Facebook and Instagram. I also got new knowledge about social media tool such as Buffer to maximize the scheduling on social medias platform.
3. Maximizing Google Spread
My understanding of Google Spread was deepened in this company, I was regularly using Google Spread to make the contents.
4. Be Punctual about Deadline
In order to post on time on social medias, the contents needed to be submitted before deadline so the graphic designers can finish the design of the contents on time.
Chapter VIII:
Recommendation
It was a great experience to have Internship program both at Puspita Martha International Beauty School and Ajita Indonesia for the last nine months. Working at two different companies were really helpful to me to develop my skills and knowledge for I had learnt many beneficial things that would help me to advance in professional career. In order to
VIII.I University
Internship is a very useful program from President University where students can learn new skills whilst enhance the old skills but for this program to grow there several considerations can be applied to the program.
a. Avoid miscommunication with the students.
b. Having clear rules and regulations before the program started.
VIII.II Companies
1. Puspita Martha International Beauty School
Puspita Martha International Beauty School already had good management and employee performance, but there are aspects that can be improved, such as:
a. In the Event division could be added more people to maximize the work of the team, and it would be better if the team consist of full-time employee and intern, not all intern.
b. The separation of job, so not everyone does the same job. Make two groups, the one to contact the schools and universities and the one to visit them.
c. Engage more with the students through social medias with connecting to the school and universities official social medias.
2. Ajita Indonesia
Ajita Indonesia could have more developed management and performance, but to acquire so there are aspects need to be improved and changed, such as:
a. Have a concrete department of Human Resource, don’t give the task of employee management to Account Executive division.
b. Be honest about the system to the employee and intern by providing concrete contract.
c. To enhance the performance decrease giving double job to the employee and intern.
Appendices
Photo 1, Beauty Class session at SMA Kristen 1 Penabur Source: Documentation of SMA Kristen 1 Penabur
Photo 3, Beauty Class session at SMA Seruni Don Bosco Source: Documentation of Puspita Martha International Beauty School
Photo 4, Beauty Class session at SMA Abdi Siswa
Photo 5, Content Concept of NuuMild 20 Nov – 3 Dec periods Source: Google Drive
Photo 6, Editorial Plan of AccessMild 19 Nov – 2 Dec periods
Photo 7, A content I created for NuuMild Source: Instagram @nuugeneration
