Three students from the Vocational Education Program, Faculty of Administrative Sciences (FIA), and Faculty of Economics and Business (FEB) of Universitas Indonesia (UI), won the Best Presentation award at the Marketing Plan Competition held by Universitas Negeri Yogyakarta. Futihat Nurul Karimah, Karin Ardelia Latifah Pranowo, and Ranu Panamkarana are members of the Blackping Pasming team. They carry the concept of Beauty Heritage Cosmetic.
The Blackping Pasming team took an innovative step by developing a marketing plan to increase awareness of local cosmetic brands. Based on a Populix survey quoted from Databoks in 2022, 54% of 500 Indonesian women prefer local cosmetic products, so Blackping Pasming strives to maximize this potential by utilizing the uniqueness of Indonesia’s beauty heritage. This phenomenon is the main inspiration for these three UI students.
Futihat, who is also an outstanding UI Vocational student in 2024, said that she and her team wanted to develop their potential and try new things through the collaboration of knowledge from each faculty through the marketing plan competition. “We combine the knowledge we have to create a marketing plan. Through local cosmetic brands that are popular with Indonesian women, we strive to increase brand awareness of the brand by utilizing the unique selling points of the product,” said Futihat.
In the competition held throughout July 2024, the Blackping Pasming team developed various marketing strategies. Collaboration with influencers, social media challenges, campus roadshows, exclusive products, and video campaigns are forms of strategies carried out. They also collaborated with many parties, including the beauty community, doctors, artists, and the media, to expand the reach and impact of the campaign. The use of technology and social media is also the main foundation of the marketing strategy designed.
Deputy Director of the Vocational Education Program for Education, Research, and Student Affairs, Deni Danial Kesa, MBA., Ph.D., expressed his appreciation for this collaboration. “UI continues to strive to invite students from various study programs and faculties to produce innovations or works that are beneficial to society, considering that currently, it is an era of collaboration from various industries and disciplines. We are waiting for other collaborations, both from students and lecturers, to continue to make the name of the UI alma mater and the Indonesian nation proud,” said Deni.
The success of the Blackping Pasming team, which was announced online at the end of July 2024, is a great potential that UI students have in contributing to the creative industry, especially in supporting the development of local brands that are increasingly in demand by the public. This achievement is a real example of cross-disciplinary collaboration that can produce works that are not only innovative but also have a broad impact on society.
