01: Product Strategy
Beauty Products
Client Name Undisclosed
Jakarta
Indonesia
The Brief
- Problem: A beauty product company was in dire need of product performance audit, because many of their products aren’t performing well.
- Objective: Find out the best strategy for each SKU to reach its target revenue.
The Process
- Market Research: We go down to where the products are sold, interview users and competitor product’s users, and general users in the same category.
- Findings: The products are cannibalizing each other in the market causing market confusion on each SKU’s strong points.
Recommendation
- Product Phase-Out: Eliminating some SKUs to make sure the ones on the market are the easily understood by users, thus drive sales.
- Brand Communication: Putting up brand communication through brand stories and personality content, and reduce product-oriented contents to build brand-driven user community.
- Vendor Loyalty Program: Create a rewarding loyalty program to give incentives for sales and vendors selling their products to boost sales and market presence and adoption.
- Supply Chain Simplification: Condensing supply chain by eliminating unnecessary supply chain points and make sure product availability and brand awareness go hand in hand.
02: finding the Real Problem
Service Company
Client Name Undisclosed
Jakarta
Indonesia
The Brief
- Problem: A family company needs to up their sales in service industry. The company is in the middle of a change; its second generation is looking to modernize its operations through digitalization. Somehow, every initiative gets stuck somewhere and the people can’t seem to break away from doing business as usual.
- Objective: To solve the intricacy of digitalization to make sure that every initiative runs smoothly towards the new vision.
The Process
- Internal Research: Gathering insights from all decision makers, middle management, down to the staffs.
- Findings: Middle managements and staffs are in over their head juggling between the new things they have to do and the way the have done things all along, in addition to generation and education gap across the company.
Recommendation
- Creating a Master Plan:
- Priority-based: Dividing internal change agenda based on priority, to make sure that every step is done correctly towards a thorough change.
- Complexity-based: Dividing internal change agenda based on its complexity to make sure every level of employee (based on age and education background) can understand the doable steps to the change.
- Internal Communication: Creating internal campaign and realigning internal communication to change exposure and make sure a smooth communication from C level to mid-manegement down to staff.
- Creating Agents-of-Change Team: Assembling agents of change from various divisions to make sure everyone is on the same page every step of the way.
Lumina Strategy 