TIME: 60 Minutes
Kahf is the newest brand from Paragon, launched at the end of 2020 in not
so ideal situation. Launching a new line of product was a big risk for
Paragon. Although they own one of the most successful local skincare brand
in Indonesia, they need to be extra careful of the Pandemic situation. Pre-
pandemic, Paragon is eyeing international expansion to Thailand and
Turkey, after it started selling in Malaysia in 2017. Taking a wrong decision
might lead not only to the failure of the brand, but also to the carefully
planned expansion overseas.
The company did a market survey to make sure that they understand the male market before they
launched Kahf. The survey collected data from males who regularly use personal care products
(deodorants, facial wash, etc.). The results show a promising demographic (Table 1. Sample
demographics) and allowed Paragon to create three customer personae: The Beginner, The
Comfortable, and The Undecided.
The Beginner
Mostly consist of 16-20-years-olds with some members who are older. This group is starting to use
male grooming products regularly. Mostly buy hair products, facial cleansers and deodorant; and use
them almost daily. Purchase decision and behavior is heavily influenced by family and friends, thus
they use whatever brand that is easy to find. They do not actively seeking information about male
grooming and only buy these products after they finish it. This group is more open minded in trying
new style and fashion than The Comfortable. Almost all of them are still in high-school and university
students, so they have plenty of leisure time to explore.
The Comfortable
Slightly older than The Beginner, this segment mostly consists of 21–30-year-olds. Facial cleansers
and deodorant are daily necessities because of work requirements. They are more independent in
terms of purchase decision and behavior as most of them are doing their own shopping. Some of
them are more willing to try new grooming products and brands for the sake of variation. However,
they tend to be loyal to skin products and personal brand they have been using because of habitual
shopping behavior and practical reasons. Although they are not deliberately seeking information,
they are aware of male grooming products range. They are more financially independent than The
Beginner, and focusing on spending their leisure time and money for something they really like.
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TIME: 60 Minutes
The Undecided
This segment represents an older population of 31-40-years-olds. They are mostly aware of personal
grooming but are quite comfortable with whatever is available in their bathrooms. Although they
make their own decision and the most than capable to pay than the other two personae, skincare is
not something on their mind when they go grocery shopping. They mainly choose their own brand of
deodorant and eau-de-toilette. This segment is divided into two smaller groups in terms of buying
skincare and bodycare: one group chooses their own personal care brands, and another leave the
decision to their wives. A significant amount expresses their interest in beard care. This segment also
represents the most financially capable group and mostly spend their leisure time with their families.
After almost a year, Kahf brand manager was reflecting on the past marketing strategy and wonder
which strategy must be improved to get higher awareness and better sales. He needs to make
decision whether to boost sales through Kahf official websites, Tokopedia or Shopee.
At the beginning, Kahf recruited social media influencer and Muslim’s lifestyle groups. They
collaborated with communities such as Bikers Dakwah, Kajian Musawarah, Terang Jakarta, Bike for
Ibadah, Teman Tajir and Rumah Amal Salman.
Refer to the available information in this document to answer these questions.
You are not allowed to use other sources other than information in this
document.
1. Explain the similarities and differences about the needs, wants and demands of the three
customer personae above.
2. Explain the microenvironment factors that must be considered to develop a marketing plan in
Turkey. Identify two most important factors and explain why they are more important than the
other factors.
3. Explain three segmentation bases being used to develop the three customer profiles.
4. Make a decision based on the analysis below:
a. Explain The Beginner’s consumer decision making process to buy personal care
products.
b. Explain the current marketing mix and changes that should be made to influence The
Beginner to buy Kahf from Shopee.
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