People Innovation Excellence

[Case Study] Martha Tilaar: Innovative Product Development of Botu-Like

Year: 2007

Case number: 107-1120-001

Case Author: Firdaus Alamsjah

Course Major: Operation Management, Marketing

Related Topics: Product Development, New Product Development

Teaching Note Availability: —


In her years of working in the world of cosmetics, Mrs Tilaar had so far gained much from innovative improvement – whether these came from her Brand Department together with R&D Department, or from Mrs. Tilaar herself. She always managed to differentiate her products from those of other companies without discarding their most important ingredients. Nonetheless, the differentiation ensured that the marketed products were safe to both user and environment. For example, the latest product series, Biokos Botu-Like, was created to leverage the brand as high-end anti-ageing treatment, which was expected to compete with similar, foreign-manufactured products marketed by well-known international cosmetics brands.

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