Co-Branding Strategy - In Case of Cosmetic Wardah as Famous Cosmetics in Indonesia

Merry Fithriani, Ratih Hurriyati

2017

Abstract

The world has become more advanced and modern, where economic competition is getting tougher, especially in the field of cosmetic industry with many popping up overseas products with low price and provide the best quality. Then cosmetics Wardah also present in the cosmetic industry enliven in Indonesia with co-branding strategy and with a quality product with emphasis on halal products. Women from various professions in the modern era like today, always want to look beautiful in everyday activities so that consumers are getting smarter in choosing what products will buy. Many cosmetics offer in the market that make Indonesian women confused in determining the choice of cosmetic products. Where the majority of Islamic religion and the majority of Indonesian women using hijab. Wardah present as a cosmetic that gives halal with the theme of beauty inspiration with quality and affordable price with co-branding between Wardah brand and artist who became the star of advertisement like Tatjana Saphira, Ralin Syah, Dewi Sandra, Inneke Koesherawati, which is an idol artist who have good name, famous and become the inspiration for beauty of Indonesian woman.

Paper Citation

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME,
TI - Co-Branding Strategy - In Case of Cosmetic Wardah as Famous Cosmetics in Indonesia
SN - 978-989-758-333-9
AU - Fithriani M.
AU - Hurriyati R.
PY - 2017
SP - 92
EP - 95
DO - 10.5220/0007115300920095

in Harvard Style

Fithriani M. and Hurriyati R. (2017). Co-Branding Strategy - In Case of Cosmetic Wardah as Famous Cosmetics in Indonesia.In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME, ISBN 978-989-758-333-9, pages 92-95. DOI: 10.5220/0007115300920095

in Bibtex Style

@conference{gc-bme17,
author={Merry Fithriani and Ratih Hurriyati},
title={Co-Branding Strategy - In Case of Cosmetic Wardah as Famous Cosmetics in Indonesia},
booktitle={Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME,},
year={2017},
pages={92-95},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007115300920095},
isbn={978-989-758-333-9},
}