NEWS & EVENT

Pandemic and economic recession are two issues that make 2020 one of the most challenging years for business in many fields in Indonesia. From banking, media, insurance, FMCG, to cosmetics, all these industries feel the impact. Like any other beauty company, Martha Tilaar Group also faces this pandemic and recession impact so they need to take some strategies, especially in their internal. Kilala Tilaar as the CEO of Martha Tilaar Group explained the strategy that the company took to survive this hard time at the Indonesia Industry Outlook 2021 Conference with Vita Datau, Management Expert and Head of Indonesia Gastronomy Network, as the moderator.

As predicted by Kilala, the sales recovery of the industry will take a longer time. Even in the third quarter, there will be a recovery, but to get back to the 2019 position, it will need a longer time than expected. Therefore, Martha Tilaar Group taking some strategies such as digital platform utilization, maintaining communication with its customers through influencers like blogger and vlogger, and prioritizing online sales including home delivery.

To anticipate this, Kilala as the leader of Martha Tilaar Group exposed some of those strategies, which is to maintain cash flow wisely in running the business is the most important thing to do. “With the changes that the pandemic has caused, we also change our internal system. We implement efficiency in investment allocation and the way we work,” said Kilala.

Besides the efficiency, consistency in innovation and flexibility in doing a promotion that relevant to the young generation also needs to do. Now, the usage of digital media and online will bring such a significant impact, especially in the pandemic. Collaborating with influencers is one way to maintain a good relation with the customers.

Adaptive and presciently in seeing the opportunity also the key to keeping the business running. As seen from the competitive chance, now sales and demand are aimed at healthy and hygiene products such as hand sanitizer, hand soap, and disinfectant, but there is also one thing that attracts attention which is jamu. “The sales of jamu by UMKM is increasing, we should hand in hand to maximize this opportunity, remembering that jamu is our legacy,” said Kilala. Therefore, now Martha Tilaar Group is more focused to jamu and hand sanitizer.

“We maintain our local plants and Indonesia as our identity on our products. We always try to listen to our customer’s needs before we develop our products. The decorative product will surely still needed because even a lot of people are working from home, but to look professional is a must. We will also keep developing our innovation, in skincare products for example,” he continued.