Based on the details related to detail products listed on the website, it can be

seen that the Grafen price level is medium to high. Direct competition, similar price
range:
a. Kerastase: luxury, high tech
b. Body Shop: organic, environmental friendly
c. Daeng Gi Meo Ri: herbal
d. Sensatia (local): organic, environmental friendly

1. Product delivery options for Grafen:

a. Online shop, preferably via official store: better reputation of selling original
products. Covid in Indonesia has led to mobility restrictions: applied the
products at home, purchase from home.

(Source : )

b. Premium grocery stores: Farmers Market, Ranch Market, Lotte, Grand

Lucky, Foodhall, Hero, Kem Chicks
c. Premium cosmetics/drug stores: Sephora, Guardian, Watson, Century, Boston
d. Premium barbershop/hair saloon: usually at high end shopping malls, or in
high end residential/commercial areas
e. Grafen physical store: need strong branding, after covid restrictions are lifted,
long term consideration
f. Convenience store : Hypermarket, Supermarket
If it is seen in the introduction section, currently the most sales of hair care
products are at convenience stores. This Grafen price does not rule out the possibility
of graven being sold in all market places, because convenience stores, supermarkets,
hypermarkets that sell low-middle brands currently have special storefronts for
cosmetics or haircare, which sell products at medium to high prices. Storefronts like
this make it very easy for everyone to buy this product. Because during a pandemic
like this, many specialty shops for cosmetics or hair care are closed, while
convenience stores, supermarkets, etc. that sell primary needs can remain open.
Currently, Grafen already have presence in Indonesia market, easily available in
several online shops: Tokopedia, Lazada, Shopee. It seems considered as woman’s
product.

2. Grafen Brand Promotion

Some things that Indonesian people know about Korea :
a. Nowadays, Korea is identified as benchmark for beauty, for both men and women.
This will be an advantage for Korean cosmetics and personal care products.
b. Korean pop and Korean Drama culture is very popular in Indonesia.
Example: McD BTS meal package almost created chaos in Indonesia, eventually
McD stopped the program earlier than planned due to too high demand.
So based on the two things above, Grafen can do an endorsement. Grafen need
to link-up to popular Korean pop-icons/actors, and relate to local Indonesian pop-
icons/actors. Several Indonesian online shops are using Korean pop-icons: BTS,
BlackPink, Korean K-Drama actors.
As an Exclusive brand: create a sense of exclusiveness due to premium price
and not yet widely known in Indonesian market

C. Required Information for Exporting GRAFEN to Indonesia

1. HS Code
Grafen HS Code is 3305 10 90

(Source : Regulation Of The Drug And Food Control Agency Number 30 Of 2017
About Supervision Of Importation Of Drug And Food Into Indonesian Territory)
2. Requirement

(Source : INTR_Indonesia National Trade Repository)

3. Possible Free Trade

(Source : INTR_Indonesia National Trade Repository)

4. Certification
a. BPOM
b. Halal
The Indonesia halal hair care market size is estimated to reach USD 1.27 billion
by 2025, according to a new report by Grand View Research, Inc. Increasing
preference among the Islamic population regarding ethical consumption of beauty
products has contributed largely to industry growth in recent years.

(Source : https://www.grandviewresearch.com/industry-analysis/indonesia-halal-
hair-care-market)

D. Strategies to penetrate the market

1. Target buyer
a. Direct end user
b. Distributors
c. Retail chains
2. Method to find buyers and get buyer approach
a. Recruit local representative as dedicated country marketing & sales
b. Create official shop on e-commerce platform, preferably with store
management feature.
c. Direct contact potential retail chains: web contact, business visit

E. Interview association and get the field information