Wardah

Wardah

JUNE 2020

HALAL MAKEUP COSMETICS
IN THE ERA OF FOR ALL AGES
GLOBALIZATION

PRICING
PRACTICE

NURHAYATI
SUBAKAT

Editor's Note

From small businesses that started from door to
doors to being able to become one of the largest
companies in Indonesia.

The story of Wardah's formation was an inspiration. The purpose of making
this mini research project
In this mini research project, I chose Wardah as the topic that is to find out; pricing
I will study. I really want to know about pricing practices and practice, strategy
strategies of their own organizations in the hope that I can organization and
provide input to other businesses, whether they are just implementation, why its
starting or already running their businesses, so that they can competition has not been
copy the keys to success conducted by Wardah. able to achieve its
The second reason is because Wardah is the first product that success, what insights can
my mother introduced me to when I was in the first class of other businesses extend
Junior High School when i was 12, so I feel Wardah is a from this industry to draw
product that is close to me and always maintains its good from this company,
performance from time to time. introduce the industry
and its products, and tell
AFIFAH NURUL ADAWIYAH my own experience as a
A18HA0278 user of this product.

WARDAH| 2

CONTENTS

4 2 5
The Profile of Editor's Note Wardah background
Wardah Founder

1
Magazine cover

3
Contents

5
Wardah's Background

6
Wardah Pricing Practice

7
All Production of Wardah

8
Wardah Achievements

9
Competitors and Beginners

10 WARDAH| 3
Closing

THE PROFILE OF WARDAH FOUNDER

“Get to Background After a long time working in the hospital,
Nurhayati then moved to Jakarta and worked
know Nurhayati Subakat, she was born in the at the Wella Cosmetic company in 1979 to
customers, city of Padang Panjang, West Sumatra, 1985 as a quality control staff.she then
doa, Indonesia on July 27, 1950. She is the stopped because she took care of three
forth child of seven siblings. She began children at her home in Bogor, which had a
time her education in Padang Panjang considerable distance to the company in
manageme precisely at the Diniyyah Puteri Islamic South Jakarta.
nt,ikhlas.” Boarding School until then she moved With a background as a pharmacy graduate
to Padang and continued his schooling and worked for five years at Wella
in the city of Padang.After that she Cosmetics, it was then in 1985 that she
continued her education at the ventured to make her own product, namely
Department of Pharmacy, Bandung 'Putri' based on the home industry scale.
Institute of Technology. Even though it is a home industry, its
products have quality but competitive prices.
Starting to start her own Starting with capital money which was not
that big. But she has a house and a car as
business assets. Cars for sale and homes for
production.
After completing his education,
Nurhayati returned to Padang and NURHAYATI
worked in the pharmacy section of one SUBAKAT'S TOP
of the public hospitals in Padang. TIPS

TO START A
BUSINESS

Nurhayati shares
words of wisdom
from her years of
experience as a
young entrepreneur.

"MAU & BISA"

'Mau' mean having the will
to start and 'Bisa' is
understanding of what will
be done. The point here is
not only being a follower of
others, not just joining in
on what is trending but
knowing and understanding
well about what is done.

WARDAH| 4

WARDAH BACKGROUND

With an educational In 1995 Wardah was born with
background with the best ITB
pharmacy graduate and a new innovation by targeting
experience working at Wella
Cosmetic, Nurhayati Subakat Muslim consumers as the main
then made the first product
that she named 'Putri' in 1985 target of sales. The reason is to
with a home industry scale. This
first product was a shampoo realize the dream of Muslim "Good market and
that she sold from salon to women who want to look promotion
salon in Tanggerang area. elegant without worrying strategies
Slowly but surely its products about the halal products accompanied by
then began to be accepted by because Wardah products strong
the community until many promote the principle of halal, management"
other requests such as curling safe, and have the best quality.
agents and hair straighteners Quickly, Wardah managed to
for salon needs. become one of the choices of
cosmetic products for
Even though it is only a
cottage industry, its Indonesian Muslim women.
business is growing
rapidly due to its Good market and promotion
carefulness in seeing
market opportunities. strategies accompanied by

strong management make

Wardah by Nurhayati

Subakat's products quickly

control the national cosmetics

market. In fact, the distribution

of its products is not only

national but penetrates to

foreign markets such as

Malaysia, where Wardah

products sell well in the

country.

WARDAH| 5

WARDAH PRICING PRACTICE

CONCEPT > COMPANY >

3 WARDAH'S BEAUTY THE COMPANY THAT BUILT
CONCEPTS WARDAH

Pure and Safe W ardah was formed in 1995 on an Islamic basis

In this concept, Wardah uses oriented to Arabic which was accommodated by
their first company PT Pusaka Tradisi Ibu which
products from quality ingredients then in 2011 changed its name to PT Paragon
Technology and Innovation which until now has
with formulations in accordance overshadowed hundreds of cosmetic items with
very high business growth.
with the International
PRICING PRACTICE >
Dermatologist Standard, natural
WARDAH PRICING
and safe. Wardah also conducts SI TRATEGYn the pricing strategy, Wardah divides its products into

several tests before launching its several segments such as the middle class which includes
young people who are still in the early stages of knowing
products in order to produce makeup stuff, Wardah provides products with a price range
of Rp 30,000 - Rp 100,000 so that customers will continue
products that are guaranteed to buy products that have already used. Other things for
professionals such as makeup artists, Wardah also provides
Bquality and safe to use. several specialized makeup products with prices ranging
eauty Expert from Rp. 400,000 - Rp. 700,000.

To meet the needs of women, WARDAH| 6

Wardah always innovates and

creations such as using models that

wear the hijab to reinforce the

impression of halalism but it is

undeniable that women who do

not use the hijab also enjoy this

Ibeauty product..
nspiring Beauty
Wardah always inspires Indonesian
women by carrying out the halal
theme for wearing beauty products.
Some of the ingredients used by
Wardah are on-Comedogenic
which can inhibit dust or sweat that
enter the pores so that the face is
free from blackheads and
pimples.Oil Control to prevent
excess oil produced by the body
and face because of the stinging
air.UV Protection that can dispel
the effects of UV A and B rays that
can cause skin aging.And the last is
Non Photosensitization which is
safe for the skin if exposed to direct
sunlight so it will not cause the skin
to turn red.

ALL PRODUCTION OF WARDAH

consists of makeup, skincare, haircare,
bodycare, and also luxury products.which is
formulated for Muslim women with a
guarantee of halal quality.

consists of makeup, moisturizer, skincare
and other body care products that are
specially formulated for millennial teens
who are still in the early stages of getting
to know makeup stuff.

Makeover is also a product of PT Paragon
Technology and Innovation owned by
Nurhayati, this product also consists of
makeup that is not only intended for
Muslims but for all women.

Wardah also has a program to provide scholarships
to universities and organizations, giving teachers
the opportunity to study again to be able to provide
education to remote areas of the country from
Sabang to Merauke and also has the biggest makeup
school in Indonesia.

WARDAH| 7

WARDAH ACHIEVEMENTS

FROM HOME INDUSTRIES TO
THE WORLD

"START SMALL, THINK BIG, MOVE FAST"

THE KEY TO SUCCESS BY SALMAN SUBAKAT

2013 : ECONOMICS 2014: TOP BRAND
CHALLENGES AWARD LIPSTICK & POWDER

CATEGORY

2016 : TOP BRAND FOR 10 2017 : TOP BRAND FOR 13
CATEGORIES CATEGORIES

2017 : BEAUTY FEST ASIA - 2017 : CONSUMER
CAMPAIGN OF THE YEAR GROWTH CHAMPIONS OF

THE YEAR

WARDAH| 8

COMPETITORS AND BEGINNERS

COMPETITORS> BEGINNERS >

If viewed and explored deeper, there are several For beginners who just want to start a business, can
compelling reasons why the production of emulate the marketing strategy undertaken by Wardah,
cosmetics belonging to other companies is difficult some of which are:
to imitate Wardah's success, including: 1. Market Penetration Strategies
1. New competitors Wardah uses this strategy by producing more products
When new products want to enter the market, they that have been marketed. The purpose of this strategy is
have to see and revisit who the target scale is and to increase sales targets that will bring Wardah to be
have to compare with Wardah who already has a number one brand. In addition to marketing through
good image on the market. Then it also deals with market media, Wardah also uses advertising and other
technical standards and cultural barriers. Wardah promotional media to convince customers or buyers who
has guaranteed the halal ingredients so it will be are new to using Wardah products.
difficult to replace it with other beauty products
because Wardah already has halal certification 2. Product Development Strategy
from LPPOM MUI as evidenced by a series of test The strategy in developing it is that Wardah will always
stages. make new products in accordance with the ongoing trend
to increase sales. Through the Project team
2. Buyer bargaining power (Interdisciplinary Team), this strategy can be easily
Bargaining power is very influential on market carried out by companies with great innovation
profitability by using appropriate rules in terms of opportunities.
price, service, quality and so on. This is very
appropriate with the concept that has always been 3. Market Development Strategy
presented by Wardah, namely to prioritize quality in This strategy aims to increase the marketing of existing
supporting women to look beautiful in accordance products to get past new market competitors by
with the characteristics of Indonesian women. In expanding market share and creating new products and
addition to quality, Wardah must also consider other by adding product features to suit customer needs. This
rules, namely price and service. relates to the statement that Wardah is not only for
Muslim women but has developed to be more advanced
3. Supplier bargaining power that can be universally enjoyed.
Suppliers greatly contribute to marketing products
so that strong suppliers can survive in terms of 4. Dissification Strategy
price, quality and quantity of these products. In For this strategy the company adds new products
addition, the presence of many suppliers can have specifically for buyers who are new to using Wardah
a negative influence on sales and revenue so that products. This aims to make the business can produce
the company will be more disadvantaged. product expansion by using the latest technology in
Therefore a company that has good management accordance with the times. This strategy can bring
will analyze the number of orders according to benefits to companies like Wardah opening a special
market needs, the cost of changing suppliers and salon.
the presence of raw materials. Likewise, Wardah
did by analyzing market demand, the cost of WARDAH| 9
manufacturing products and other factors in order
to provide a price that is affordable to the people
of Indonesia and can be the strongest competitor
in beauty products.