Nama : Viola Hasanah.

Brand: Bloomka (@bloomka_id)

Kelas : PRDC 24-1 SP
NIM : 20110240851
• Target Audience
Demographic Gender = Female
Age = 17-27 years old
Income Level = upper middle income (C1)
Occupation/Industry = students, young professional, beauty vlogger, skincare
enthusiast, etc.
Education Level = high school graduate, college, college graduate.
Ethnic Background = all ethnicity
Marital or Family Status = single
Psychographic Lifestyle = People with vegan lifestyle
Interest/Hobbies = people who loves aesthetic product packaging with minimalistic-
pop style, people who love natural skincare ingredients, people that supports less
plastic product, etc.
Attitudes = people who feel cruelty-free products is important and less ingredients are
better
Values = for those who values animal welfare (support cruelty-free) and local skincare.
Personality = compulsiveness
Behavioral Decision making based on real testimonial, review, and research, shop at
Shopee/Tokopedia, loves aesthetic skincare packaging like Glossier but looking for the
local version, Likes cruelty-free and non-irritating ingredients, active on Instagram and
TikTok.
Geographic Local (Indonesia).

• Competitive Analysis
Bloomka or @bloomka_id Strength & Weakness
Strength 1. Strong branding and aesthetics.
2. Affordable quality products
3. Cruelty free and vegan friendly
4. Fun and original packaging
Weakness 1. Lack of physical stores
2. Limited stocks for some products

Base or @itsmybase Strength & Weakness (Competitors 1)

Strength 1. 100% Plant-based ingredients and vegan friendly
2. Has a lot more followers than Bloomka (85,1k)
3. Strong social media presence on Instagram (verified account)
Weakness 1. Not many product choices compared to Bloomka
2. A lot pricier than Bloomka (starts from >Rp150.000)

Innertrue or @innertrue Strength & Weakness (Competitors 2)

Strength 1. Has a lot of resellers all over Indonesia so customer can get cheaper shipping
cost and also available at offline stores such as shopping mall
2. Cruelty free and suitable for sensitive skin.
Weakness 1. The products only focus on a few skin problems such as dry skin and sensitive
skin.
2. Lower Instagram engagement rates than Bloomka even though they have
more followers.