MTG CORNERLeader Message
Build Company Through Innovation
As one of leaders in the company, Kilala Tilaar have strong believe in
innovation. To him, innovation is a weapon that needs to develop and fired in
the right moment. As support system, he
built a solid team with high competency in innovation. He revealed this when
invited by Power Radio 89,2FM as speaker in Brand Adventure with Arto Soebiantoro.
“Brand is about story. Since 48 years ago, Dr.(H.C) Martha Tilaar is still
consistence to beautify all women, especially Indonesian women, by developing
cosmetics product that utilize Indonesia resources. This basic value is still
become our grip untik today. Not only prioritizes local wisdom, but Martha
Tilaar Grop also put so much effort in doing innovation to every product. We
always want to develope innovation with Indonesia value on it.
Talk about innovation, there are some foctors that will influence its
succeed. I called it 2ML: Margin, Momentum, and Loyalty. An innovation should have
good value so they will give profit as its return, it shoud be lauched in the
right moment, and in development process of innovation, brand owners should not
stop to grow loyalty from their customers. Related to customer loyalti, the
behaviour of customers nowadays are totally different from 10 years ago, that’s
also why brands should anticipated it with relevant business strategy, by keep
updating the innovation.
SUSTAINABLE INNOVATION
Our brand market cannot be stretched too wide, so Martha Tilaar Group fill
the gap by creating some brands so customers could choose based on their needs,
age and economic ablility. Until now we already have 9 brands under Martha
Tilaar Group umbrella, those are Sariayu, PAC, Biokos, Caring by Biokos, Rudy
Hadisuwarno Cosmetics, Mirabella Cosmetics, Belia, Dewi Sri Spa, and Solusi.
Each brand has different target market.
If people asked me about our power, I would say innovation. Since 1990,
we had Martha Tilaar Training Centre
(MTIC) that consists of expertices in beauty. This team never stop to research
and develop formulation and innovation. They research the benefits of
Indonesian plants that will be used as beauty product ingredients and do the
clinical test to make sure our products are safe to use. Until now, MTIS
already has 30 prototypes and patents, and still wait for the moment to make it
into our massive product. This is also part of our effort to embody Beautifying
Indonesia as Martha Tilaar Group’s campaign.
Beside innovation, I think
passion and sacrifation are also needed in product and brand developement, and
the next challenge will be surviving, especially in the middle of market
competition that is more competitive. So many new cosmetic brands are born, it
is a challenge but not a thread. Even Dr. Martha feels enthusiast to welcome those
new local brands. For her, it is a good sign that local brand starts to role as
the host in our own land, just like what she always expected. The more is the merrier. The fact is now
cosmetic brand are various and has so many interest uniqueness, and that’s a
good thing if we also can learn from them.â€
IMG