final report enaugroup 5

7/26/2019 Final Report EnauGroup 5

http://slidepdf.com/reader/full/final-report-enaugroup-5 1/36

FYP MKT 4999 January 2016

Members

Name ID Program Section

Liew Zhi Sern

Lean Sook Chin

Chew Xhin Ee

Joshua Samuel

I1!!"1

I1!!#"$%

I1!!#"$&

I1'!!$

(()S

(()S

(()S

(()S

1M*1

1Mk1

1M*1

1Mk1

Em+lo,er Mr- Eugene .rou+ number /

Due 0ate 1/$!1#

Picture 21 Picture 2$ Picture 2'Picture 2

1

Score



Marking scheme for Final report – Enau Aktif

Employer name: Mr. Eugene

Group number: Enau Aktif Group 5

Guide/ Scheme Feedback F or m at t i n g an d P r o j e c t

• Availability of proect !tandard cover page "ith picture!

• Availability of thi! Marking !cheme i! a! the !econd page of report

• Availability of #able of $ontent "ith accurate page numbering and

chapter!/ topic! aligned "ith re%uirement! !tated in thi! MarkingScheme

• Availability of de!criptive title for print !creen!& picture!& table!&

graph!& figure! or illu!tration 'if applie!(

• Availability of proper in)te*t referencing and !ummary of reference! in

the Appendi* 'if applie!(

• Adhere to page limitation for each chapter

• Adhere to font and !pacing re%uirement!

o Arial +,. +.5 !pacing for "riteupo !ingle !pacing for "riteup in table/ illu!tration

Mark /+-

$ h a p+ : / r o e c t 0 a c k gr o un d

a n d 1 e vi e "

A write up to summarizes/ describe the following;

+. Employer background and proect need!

a( Discuss relevant background information of your Employer"ith re!pect to thi! proect

b( 2i!t and di!cu!! your Employer3! need! from thi! proect,. 2iterature revie" and ilot !tudy

a( 4!e a table to list and discuss kno"ledge6 you have learnregarding paama "ith re!pect to your target !egment

b( For each kno"ledge6 you have li!ted& discuss ho" it effect

de!ign of your initial6 product line

Grading criterion+. 7rite up i! deemed relevant to Employer need! to have proper

narration and !tructure

,. Availability of diagram! or illu!tration! to !ummari8e! "rite up

Max pages ! excluding illustrations

Mark /+-

"



$ h a p, : S ur v e y

d e ! i gn 9 S ol i c i t a t i on pl a n


+. our initial6 paama product linea( 2i!t and de!cribe your paama product line. ;e!cription of

roduct Feature! and rice are mandatory

,. Survey %ue!tion de!ign

a( 2i!t your !urvey %ue!tion! in accordance type!. For e*ample<a. Filtering type b. ;emographic typec. roduce feature typed. rice type

b( For each %ue!tion type6 u!tify ho" it3! finding! "illcontribute! to"ard! de!igning your final6 product line

c( Attach a complete !urvey form a! appendi* of thi! report=. Solicitation plan

a( ;e!cribe a !imple6 plan on "here and ho" your group planto collect data from your target !egment

b( ;i!cu!! ho" many complete !urvey your group plan to obtain&and "hy

Grading criterion

1# $ur%e& design and 'target( number of completesur%e& are well justied

"# )xtra credit will be awarded for 'e*ort( spendbe&ond produce line design +eg; Promotion,-istribution, .eha%iour, Mareting strateg&0deemed aligned with )mplo&ers needs

Ma* > page! ? e*cluding illu!tration!

Mark /+-

$ h a p =

: S ur v e y a n a l y ! i !


+. Summari8e your !urvey finding!

a( Submit all ra" data of your !urvey 'pdf of filled !urvey! @audio file!( at 00. ;ocument all your !urvey feedback in aE*cel file "ith proper codebook and !ubmit at 00

b( repare nece!!ary diagram! to illu!trate your !urvey finding!c( repare "rite up to highlight and discuss your !urvey

finding!. ;e!cription of roduct Feature! and rice aremandatory

,. our final6 paama product linea( List and describe your final6 paama product line.

;e!cription of roduct Feature! and rice are mandatory b( u!tify the de!ign of your final6 paama product line ba!ed on

your !urvey finding!

Grading criterion+. 7rite up i! deemed to have proper narration& !tructured and !ub)title,. ;iagram! are deemed to be intuitive and aligned "ith proect3!

obective

=. Availability of deeper analy!i! of !urvey finding! ba!ed on;emographic

2# )xtra credit will be awarded for 'e*ort( spendbe&ond produce line design +eg; Promotion,-istribution, Mareting strateg&0 deemed alignedwith )mplo&ers needs

Max 3 pages ! excluding illustrations

Mark /B-

4



Table of Contents

Chapter 1: Projet !a"#roun$ an$ %e&'e( 1)*

1 Em+lo,er backgroun0 an0 +ro3ect nee0s

a4 Discuss rele5ant backgroun0 in6ormation o6 ,our Em+lo,er with

res+ect to this +ro3ect-

b4List an0 0iscuss ,our Em+lo,er7s nee0s 6rom this +ro3ect-

$- Literature re5iew an0 Pilot stu0,

a4)se a table to list an0 0iscuss 8knowle0ge9 ,ou ha5e learn regar0ing

+a3ama with res+ect to ,our target segment

b4:or each 8knowle0ge9 ,ou ha5e liste0; 0iscuss how it e66ect 0esign o6

,our 8initial9 +ro0uct line

Chapter 2: +ur&ey $es'#n , +ol''tat'on plan -)19

1- <our 8initial9 +a3ama +ro0uct line

a4List an0 0escribe ,our +a3ama +ro0uct line- Descri+tion o6 Pro0uct

:eatures an0 Price are man0ator,

$- Sur5e, =uestion 0esign

a4List ,our sur5e, =uestions in accor0ance t,+es- :or e>am+le?

a- :iltering t,+e

b- Demogra+hic t,+e

c- Pro0uce 6eature t,+e

0- Price t,+e

b4:or each 8=uestion t,+e9 3usti6, how it7s 6in0ings will contributes

towar0s 0esigning ,our 86inal9 +ro0uct line

c4@ttach a com+lete sur5e, 6orm as a++en0i> o6 this re+ort

2



'- Solicitation +lan

a4Describe a 8sim+le9 +lan on where an0 how ,our grou+ +lan to collect

0ata 6rom ,our target segment

b4Discuss how man, com+lete sur5e, ,our grou+ +lan to obtain; an0

wh,

Chapter .: +ur&ey analys's 20).4

1 SummariAe ,our sur5e, 6in0ings

a4Submit all raw 0ata o6 ,our sur5e, B+06 o6 6ille0 sur5e,s au0io 6iles4

at ((- Document all ,our sur5e, 6ee0back in a E>cel 6ile with +ro+er

co0ebook an0 submit at ((

b4Pre+are necessar, 0iagrams to illustrate ,our sur5e, 6in0ings

c4Pre+are write u+ to h'#hl'#ht an0 $'suss ,our sur5e, 6in0ings-

Descri+tion o6 Pro0uct :eatures an0 Price are man0ator,

$ <our 86inal9 +a3ama +ro0uct line

a4/'st an0 $esr'be ,our 86inal9 +a3ama +ro0uct line- Descri+tion o6

Pro0uct :eatures an0 Price are man0ator,

b4Justi6, the 0esign o6 ,our 86inal9 +a3ama +ro0uct line base0 on ,our

sur5e, 6in0ings



Chap 1: Projet ba"#roun$ an$ %e&'e(

1- Em+lo,er backgroun0 an0 +ro3ect nee0s

a 'suss rele&ant ba"#roun$ 'nforat'on of your 3ployer

('th respet to th's projet

Enau @kti6 S0n- (h0- is a com+an, incor+orate0 in Mala,sia an0 as o6 $/

December $!1/ is an e>isting com+an,- Enau @kti6 is in5ol5e0 in the

a05ertising an0 con5e,ance o6 chil0ren innerwear an0 is as o6 now buil0ing u+

a 6ull sco+e o6 slee+wear 6or the retail showcase- E5er, one o6 the com+an,7s

+ro0ucts is +resentl, +romote0 through ma3or 0e+artment stores; chil0 sho+s

an0 u+ an0 coming online stage- he name o6 the com+an, +ro0uct line is

known as I..I- I..I was establishe0 through the 6ailure o6 a ,outh6ul mother

to get +ro+er slee+wear an0 innerwear 6or her own ,oungsters- hile in the

interest 6or the right slee+wear an0 innerwear; it was 6oun0 that getting the

right slee+wear 6or her ,oungsters is no sim+le un0ertaking-

@ctuall, being in the clothing business; she then began the bran0 I..I to

answer her own nee0s an0 to 0i66erent moms alike; an0 hence it was utiliAe0

to +ick u+ section into ki0sF attire market with the un0erl,ing item range being

,oungstersF slee+wear- I..I was concei5e0 6rom a 6antas, to make a sco+e

o6 slee+wear +ro0uce0 using 6abric that is not har0ene0 or harsh an0 in a

con6iguration that 0oes not win0 or mo5e u+ while slee+ing- I..I ,oungstersF

slee+wear +rioritiAes cleanliness an0 solace 6or the new era o6 ki0s- Gur

con5iction is to make a bran0 that is a0e=uate to both a05ance0 6olks an0

their 0e5elo+ing ,oungsters-

I..I utiliAes the gentlest cotton concei5able an0 agreeable 6abrics to

guarantee ,oungsters ha5e the greatest night rest concei5able- @6ter some

time I..I will e>ten0 their ,oungstersF slee+wear e>tent to incor+orate e>tra

a0ornments inclu0ing ,oung men,oung la0ies +la,wear an0 accessories;

in6ant 0ress; in6ant co5ers an0 sew s+rea0 sets H all accessible through the

outlets an0 the u+ an0 coming online store- I..I ki0Fs an0 ,oung la0,Fs night

wear an0 little chil0 slee+wear are all accessible in a sco+e o6 +er6ect +lans;

5



with new +rints accessible e5er, season an0 it is accessible 6or e5er,bo0,- In

the light o6 all this; I..I has assigne0 us with the task o6 coming u+ with a

new +ro0uct line o6 +a3amas; which inclu0es 5ibrant new i0eas an0 conce+ts-

b /'st an$ $'suss your 3ployer5s nee$s fro th's projet

he nee0s o6 the em+lo,er are sim+le an0 straight6orwar0- @s mentione0 in

=uestion a; the 6irst thing nee0e0 was to come u+ with a bran0 new +ro0uct

line that is not in the market at the moment- he +ro0uct line was to be base0

s+eci6icall, on +a3amas in which I..I is- he ne>t was to i0enti6, the target

market to +ush the +ro0uct to; which; with e>tensi5e research was 0eci0e0 to

be 6rom the age o6 / to 11- he target market i0enti6ication is 5er, im+ortant as

it gi5es a s+eci6ic i0ea on how the +ro0uct line shoul0 be an0 tailoring it to

match their nee0s- @6ter obtaining this two 5aluable in6ormation; the ne>t ste+

was to +resent the 6ull 0etails o6 the +ro+ose0 +ro0uct line to the em+lo,er

with rele5ant in6ormation an0 0etails su++orting the reason 6or the choice o6

the +ro0uct- e ha0 to basicall, sell7 our i0ea to the em+lo,er an0 make

changes that the, see 6it-

Gther than that; we were re=uire0 to +re+are a set o6 =uestionnaires to gather

0ata on the +ro+ose0 +ro0uct line 6rom the target market- he reason 6or this

is to obtain critical in6ormation on the beha5ior o6 the target market towar0s

the +ro0uct line- @s we ha5e learnt in market research; +re+aring a

=uestionnaire is a work o6 art an0 nee0e0 to be o6 the right =uantit, an0

=ualit, o6 =uestions to make sure that all links u+ to the +ro0uct line- his set

o6 =uestionnaires was then re=uire0 to be +resente0 to the em+lo,er in or0er

to ensure i6 6urther +iloting was nee0e0- :urthermore; the 6inaliAe0

=uestionnaire is then nee0e0 to be sur5e,e0 to a minimum o6 1/! +eo+le- In

the en0; the 0ata collecte0 must be +resente0 in the 6orm o6 in6ormation to be

shown to the em+lo,er- he result will 0etermine the success rate o6 the

+ro3ect along with e5er,thing else along the wa,-

6



2 /'terature re&'e( an$ P'lot stu$y

a se a table to l'st an$ $'suss 7"no(le$#e8 you ha&e learns

re#ar$'n# pajaa ('th respet to your tar#et se#ent

he knowle0ge that I ha5e learn is most o6 +arents woul0 highl,

recommen0e0 their chil0 or chil0ren to wear +a3amas with long slee5e an0

long +ants when go to slee+ into the air con0itioning room because it can

kee+ them warm an0 more com6ortable 0uring the night- Parents are 5er,

sensiti5e in +rice because their chil0ren growing 6ast 0uring the age between

/11 ,ears ol0 there6ore; the, are more likel, to +urchase slee+wear in .iant

su+ermarket; esco su+ermarket an0 night or morning market because these

shirts are chea+er- (esi0es that; consumer woul0 more +re6er to +urchase

goo0s at +h,sical store because the, can 6eel it an0 touch it com+are to

online sho++ing there6ore; we shoul0 o+en a +h,sical store in or0er to e>+an0

our market-

Ne>t to the +ro0ucts materials; our +ro0ucts line7 materials is about cotton;

6lannel; silk; an0 lightweight 3erse,- (ase0 on the research; cotton was the

most +o+ular material which are acce+te0 b, consumers- Kegar0ing the

sur5e,; consumers woul0 like to choose cotton 0ue to cotton will eas, to

wash; kee+ warm; com6ortable an0 so on- he others materials are not reall,

acce+te0 b, consumers 0ue to =ualit,; weather; not suitable on slee+wear

an0 so on-

Moreo5er; our +ro0ucts 6eatures lea0 the slee+wear the new tren0s an0 new

conce+t into the markets b, using customiAation an0 mi> match-

CustomiAations will gi5e 6ew o6 the conce+ts 6or consumers choosing b, their

6a5orites- here are 6ew conce+ts with sim+licit,; animal +rint; s+orts; s,mbol

an0 sha+e on the 6eatures o6 slee+wear- During these 6ew conce+ts; animal

3

(eha5ior Customers7 bu,ing +atternPurchase through storePro0ucts t,+es

Pro0ucts Materials Cotton:lannelSilkLightweight 3erse,

Pro0ucts :eature CustomiAation Mi> an0 match

Prices Keasonable +rices



+rints bring out cutes7 conce+t that a66ect it was the most +o+ular com+are0 to

others-

Last but not least; +rices are the most concerne0 6rom consumers because as

I mentione0 abo5e; the, woul0 like to bu, slee+wear at the chea+er +rices

because there are a lot o6 chea+er +rices in the slee+wear markets- Moreo5er;

the, woul0 like to choosing chea+er +rices 0ue to slee+wear are usuall, wear

on 6ew ,ears-

b For eah 7"no(le$#e8 you ha&e l'ste$ $'suss ho( 't effet

$es'#n of your 7'n't'al8 pro$ut l'ne

:irst o6 all; the beha5ior is the most concerne0 +art among all o6 it because

consumer beha5iors on +ro0ucts are 5er, im+ortant- Kegar0ing the result;

most o6 the consumers woul0 like to bu, slee+wear through the store but I..I

0on7t ha5e much store in Mala,sia an0 not man, +eo+le know about I..I

bran0- (ase0 on the result; consumer woul0 not reliable online +urchase

because the, coul0 not 6eel the =ualit,; check on the items be6ore the,

+urchase- he most +o+ular +ro0ucts t,+es are long slee5es an0 short

slee5es because in their min0set; slee+wear shoul0 be like this-

In the +ro0ucts materials; the most +o+ular materials were cotton because it

brings a lot bene6its such as kee+ warm; com6ortable an0 others- e woul0

like to tr, out the other t,+es o6 materials; which can bring out a new an0 6resh

6or consumers but it is =uite challenging 6or choose others materials-

(esi0es that; +ro0ucts 6eatures are using customiAations conce+t to lea0 the

latest into market but the, woul0 think it is com+licate0 to ha5e own conce+t-

he, are more likel, to +urchase the com+lete0 slee+wear rather than

customiAe0 b, themsel5es- In a00ition; customiAations woul0 a66ect the +rices

changes 6or each o6 the 0esign-

hrough the research; +rices were the most challenging +art 6or us because

our conce+t is cute; coA, an0 com6ort so it will bring a bit e>+ensi5e +rices 6or

consumers- e are using the =ualit, slee+wear to com+ete with other

chea+er +rices bran0 that is not in better =ualit,- In realit,; the, woul0 want

the chea+er +rices with =ualit, slee+wear but the cost 6or 6ew o6 the 6eature

woul0 bring reasonable +rices but not as chea+ to lower the bran07s names-

7



Chap 2: +ur&ey $es'#n , sol''tat'on plan

1- <our 8initial9 +a3ama +ro0uct line

/'st an$ $esr'be your pajaa pro$ut l'ne esr'pt'on of

Pro$ut Features an$ Pr'e are an$atory

So 6irst o6; +arents will 0ress u+ their chil0ren 6or an, occasion 6rom 0a, wear

to a slee+ wear- e belie5e that chil0hoo0 is a celebration; an0 the color6ul

+rints an0 cute characters- Parents to0a, are bu,ing their chil0ren in or0er to

st,le their little one into their 6a5orite characters in +,3amas at the same time

to kee+ them coA, at be0time- Sho+ or stores which sell slee+ wear are

0eman0ing an0 it is also im+ortant that the 0esigns o6 the slee+ wear in the

store are all u+ to 0ate with the latest tren0- here are onl, limite0 choices

an0 0esigns in the market +ro5i0e0 in Mala,sia- So we ha5e 0eci0e0 to create

a business selling uni=ue slee+ wear an0 allow customer to customiAe

slee+ing out6it 6or their little one-

here6ore we came out with the basic conce+t 6or the new +,3amas with '7c

which are cute; coA, an0 com6,- Cute means that we will use the cute 0esignsuch as animal cartoon; s,mbols an0 s+ort cartoon as our main target

segment is chil0ren age in between / to 11 ,ears ol0- CoA, an0 com6, means

that we woul0 use the best material 6or our slee+ wear which will make +eo+le

6eel recharge0 a6ter a goo0 eight hours slee+ e5er, night-

e ha5e 0eci0e0 to use mi> an0 match st,le as the new +ro0uct line conce+t-

@ll the +a3amas are mostl, customiAe0 an0 0i66erentiate0 com+are0 to other

tra0itional slee+ wear com+anies so I can assume that we ha5e the ca+abilit,

to attract consumers- Moreo5er; there will be three main as+ects we nee0 to

take into consi0eration when 0e5elo+ing the new +ro0uct line in slee+ wear;

the material o6 the slee+ wear; +rice an0 the wa, o6 it 0esigns- Customer can

customiAe0 their slee+ wear like what material are ma0e o6; what color or

e5en the, can +rint their name 6ront or back o6 their slee+ out6it- :or e>am+le;

some +arents lo5e to st,le their chil0ren7s slee+ wear in loose 6itting 0esign

18



with some cutie cartoon +rint or some are more +re6er to wear the slim 6it at

night as e5er,one 0e6ine the com6ortable le5el 0i66erentl,-

e ha5e man, slee+ wear material o+tions a5ailable 6or customer to 0o the

customiAation- :or e>am+le; the, can choose 6rom the tra0itional cotton slee+

wear; silk; satin; 6lannel or n,lon- here will be ' slee+ wear st,le o+tions to

choose which is short slee5es with short +ants; long slee5es with long +ants

an0 3um+suit be6ore we go 6or the customiAation on the 0esign- @6ter choosing

what material an0 the st,le o6 their slee+ wear; the, can then choose 6rom the

+ree>isiting gra+hics such as animal cartoon +rint; s,mbols an0 sha+e;

s+orts cartoon or other customiAe0 artwork- @ll these images can be 5iewe0

an0 or0ere0 online; +ro5i0ing customers with 6le>ibilit, an0 con5enience-

@00itionall,; we will ha5e a com+uter kiosk in the store 6ront as in store

catalog- e also allow customer to sen0 us their +ictures to us an0 we will

turn them into a new 0esign b, our slee+ wear 0esigner-

Gur customiAe0 0esign slee+ wear will be better 0escribe0 as unise> because

it one st,le that works 6or man,- It7s another a00itional uni=ue selling +oint as

chil0ren7s bo0, siAe growing the wa, too =uickl,; with the i0eal o6 unise>

0esign that can allow +arents to kee+ the use0 slee+ wear 6or their ne>t born

to wear-

Pr'e

here are man, selection o6 slee+ wear 0esign in a range o6 com6, materials

suitable 6or warm or col0 weather that make sure chil0ren has sweet 0reams

with +a3amas 6rom I..I- @ll the slee+wear that sells is reasonable +rice-

Customers can customiAe e5er,thing with their own i0ea- So the +rice o6 the

+ro0uct is 0e+en0s on the 0esign o6 the customers- :or the customers who

want to customiAe their own shirt; the +rice range is aroun0 KM /! to KM1!!-

11



$- Sur5e, =uestion 0esigna /'st your sur&ey uest'ons 'n aor$ane types For

e;aple:a F'lter'n# type1- Do ,ou ha5e a chil0chil0reno <es

o No

$- ow man, chil0 chil0ren ,ou ha5e

'- Do ,ou +urchase slee+wearo <es 6or M,sel6

o <es 6or chil0 chil0ren

o No

b eo#raph' type1- hat is the age o6 ,our chil0chil0reno 1

o /11

o 1$ an0 abo5e

$- hat is ,our 3ob t,+eo hite collar

o Pink collar o (lue collar

o Gthers

'- a5e ,ou hear0 o6 I..I BI6 no; +lease +rocee0 to =uestion

&4o <es

o No

- I6 ,es; where 0i0 ,ou hear0 about I..Io O Gr Ka0io

o Gnline Me0ia B:acebook; Gnline :orum an0 etc4

o News+a+er or MagaAine

o or0 o6 mouth

/- here 0o ,ou usuall, sho+ 6or clothing wh,o Gnline

o In Store

o Keason

1"



Pro$ue feature type1- hat is ,our 6a5ourite bran0 o6 chil0ren clothing h,o Pone,

o *ikoo I..I

o Gthers

o Keason

$- hat 0o ,our chil0chil0ren wear when the, go to slee+ an0

wh,

o Long slee5e an0 long +antso Short slee5e an0 short +ants

o Jum+suit

o Gthers

o Keason

'- hat material 0o ,ou +re6er 6or ,our chil0chil0ren7s

slee+wear h,o Silk

o Cotton

o :lannel

o Light eight Jerse,

o Gthers

o Keason

- hich t,+e o6 customiAation 0o ,ou +re6er 6or theslee+wear

o Sim+licit,

14



o @nimal +rint

o S+ort

o S,mbols an0 sha+es

/- I am intereste0 in tr,ing the mi> an0 match slee+wear 6or m,

chil0 chil0ren-o otall, Disagree

o Disagree

o Neutral

o @gree

o otall, @gree

#- hich 6eature are ,ou concerne0 with when +urchasing

slee+wear h,o Material

o Colors

o Design

o Priceo Keason

12



&- hich t,+e o6 slee+wear woul0 ,ou +re6er ,our chil0chil0ren

to wear at night h,

o Loose6itting wear o Slim6it

o Keason

$ Pr'e type1- ow much woul0 ,ou s+en0 on this slee+wear

o (elow KM"-"!

o KM/!KM/"-"!

o KM#!KM#"-"!

o @bo5e KM&!

$- ow much 0o ,ou s+en0 on ,our chil0 chil0ren +er montho Less than KM/!!

o KM/!! KM1!!!

o More than KM 1!!!

b For eah 7uest'on type8 just'fy ho( 't5s f'n$'n#s ('ll

ontr'butes to(ar$s $es'#n'n# your 7f'nal8 pro$ut l'ne:iltering t,+eIt is re6erring to a =uestion that is not =uali6ie0 the res+on0ents

to answer a 6ollowing =uestion- he reason is because to a5oi0

0iscar0e0 0ata when con0ucting a sur5e, 6rom the res+on0ents

who 0on7t wear slee+wear-

Demogra+hic t,+eGne o6 the characteristic o6 0emogra+hic is income le5el- (,

asking this =uestion in the sur5e, can set the most a66or0able

+rice 6or consumer to bu, it an0 increase in sales-

Pro0uce 6eature t,+ehese t,+es o6 =uestion can hel+ us 3usti6, +ro0uct 6eature-

ithout these t,+es o6 =uestion we ma, not get the honest

6eeling 6rom the res+on0ent to measure our i0ea is work- I6 get

an, 6ee0back 6rom the res+on0ent we can re0esign our +ro0uct

line 6or slee+wear to be better because the 0ata that we

collecte0 is 5er, reliable an0 accurate-

Price t,+e

1



Price is 5er, sensiti5e to the consumer- I6 we set the +rice too

e>+ensi5e the consumer will +urchase 6rom our com+etitor;

howe5er i6 set the +rice too low; the bu,er will think that our new

+ro0uct line has no =ualit,- here6ore; it is im+ortant to us to set

6ew =uestion relati5e to the +rice in the sur5e, to a5oi0 these

sensiti5e issue ha++ene0- <ttah a oplete sur&ey for as appen$'; of th's report

1- Do ,ou ha5e a chil0chil0reno <es

o No

$- ow man, chil0 chil0ren ,ou ha5e

'- Do ,ou +urchase slee+wearo <es 6or M,sel6

o <es 6or chil0 chil0ren

o No

- hat is the age o6 ,our chil0chil0reno 1

o /11o 1$ an0 abo5e

/- hat is ,our 3ob t,+eo hite collar

o Pink collar

o (lue collar

o Gthers

#- a5e ,ou hear0 o6 I..I BI6 no; +lease +rocee0 to =uestion

&4o <es

o No

&- I6 ,es; where 0i0 ,ou hear0 about I..Io O Gr Ka0io

o Gnline Me0ia B:acebook; Gnline :orum an0 etc4

o News+a+er or MagaAine

o or0 o6 mouth

%- here 0o ,ou usuall, sho+ 6or clothing wh,o Gnline

15



o In Store

o Keason

"- hat is ,our 6a5ourite bran0 o6 chil0ren clothing h,o Pone,

o *iko

o I..I

o Gthers

o Keason

1!-hat 0o ,our chil0chil0ren wear when the, go to slee+ an0wh,

o Long slee5e an0 long +ants

o Short slee5e an0 short +ants

o Jum+suit

o Gthers

o Keason

11- hat material 0o ,ou +re6er 6or ,our chil0chil0ren7s

slee+wear h,o Silk

o Cotton

o :lannel

o Light eight Jerse,

o Gthers

o Keason

1$-hich t,+e o6 customiAation 0o ,ou +re6er 6or the

slee+wearo Sim+licit,

16



o @nimal +rint

o S+ort

o S,mbols an0 sha+es

1'-I am intereste0 in tr,ing the mi> an0 match slee+wear 6or m,

chil0 chil0ren-o otall, Disagree

o Disagree

o Neutral

o @gree

o otall, @gree

13



1-hich 6eature are ,ou concerne0 with when +urchasing

slee+wear h,o Material

o

Colorso Design

o Price

o Keason

1/-hich t,+e o6 slee+wear woul0 ,ou +re6er ,our chil0chil0ren

to wear at night h,o Loose6itting wear

o Slim6ito Keason

1#-ow much woul0 ,ou s+en0 on this slee+wearo (elow KM"-"!

o KM/!KM/"-"!

o KM#!KM#"-"!

o @bo5e KM&!

1&-ow much 0o ,ou s+en0 on ,our chil0 chil0ren +er montho Less than KM/!!

o KM/!! KM1!!!

o More than KM 1!!!

'- Solicitation +lana esr'be a 7s'ple8 plan on (here an$ ho( your #roup

plan to ollet $ata fro your tar#et se#ent

@s our target segments is chil0ren age in between / to 11 ,ears ol0 so we will

go to the kin0ergarten; +rimar, school an0 sho++ing mall to collect the 0ata-

e will 6irst to ha5e some inter5iews with +arents while the, waiting to +ick u+

their chil0ren a6ter 6inish class at kin0ergarten an0 using the sho++ing

5ouchers worth o6 KM$/! that gi5en b, Enau @kti6 to encourage them to ha5e

inter5iews with us- G6 course; we will 6irst intro0uce we are stu0ent

re+resentati5e 6rom INI uni5ersit, an0 show to +arents our stu0ent i0entit,

car0 to gain their trust to 0o the inter5iew with us- Ne>t; we might start our

17



inter5iews with casual talking then ne>t asking their =uestion that relate0 to

our +ro0uct line-

b 'suss ho( any oplete sur&ey your #roup plan to obta'n an$

(hy

e ha5e +re+are0 a set o6 =uestionnaire sur5e, that consist at least 1/

=uestions an0 +lan to com+lete in minimum 1/! set- Starting a new +ro0uct

line alwa,s in5ol5es some 0egree o6 risk? goo0 market sur5e, will hel+ us to

re0uce that risk- It also hel+s us to un0erstan0 more on our +otential customer

6or e>am+le; what 6eatures 0o the, concerns ho in6luences their bu,ing

0ecision hich +laces 0o the, 5isit when +urchase slee+ wear he more

+eo+le we a++roach; the better we can 0o in 3usti6,ing our +ro0uct line-

Chap .: +ur&ey <nalys's

'- SummariAe ,our sur5e, 6in0ingsa +ub't all ra( $ata of your sur&ey =p$f of f'lle$ sur&eys >

au$'o f'les at !! ouent all your sur&ey fee$ba" 'n a3;el f'le ('th proper o$eboo" an$ sub't at !!

b Prepare neessary $'a#ras to 'llustrate your sur&ey f'n$'n#s

Question 1

"8



Question $

Number o6 chil0chil0ren Number o6

res+on0ents

1 ''

$ ##

' ''

$1/ &

% 1

Question '

"1



Question

Question /

""



Question #

Question &

"4



Question %

Question "

"2



Question 1!

Question 11

"



Question 1$

Question 1'

"5



Question 1

Question1/

"6



Question 1#

Question 1&

"3



Prepare (r'te up to h'#hl'#ht an$ $'suss your sur&ey f'n$'n#sesr'pt'on of Pro$ut Features an$ Pr'e are an$atory

The h'#hl'#hte$ uest'ons are:

Question 1! what material 0o ,ou +re6er 6or ,our chil0 chil0ren7s slee+wear

here are 1$# out o6 1#! res+on0ents +re6erre0 the cotton as the material o6

slee+wear- he main reason is because cotton is a so6t an0 stretch, 6abric

that is com6ortable to wear an0 it is nonallergenic cotton 0o not cause skin

allergies which highl, recommen0e0 6or babies an0 +eo+le with sensiti5e skin-

Question 1$; I am intereste0 in tr,ing the mi> an0 match slee+wear 6or m,

chil0chil0ren-

(ase0 on the sur5e, there are man, +eo+le acce+t the i0ea o6 mi> an0 match

es+eciall, woman because it can a00 some +ersonalit, to their war0robe

although in man, ,ears ago the mi> an0 match conce+t are not acce+table in

+ractice 0ue to the +oor 6ashion ca+abilit,-

"7



Question 1 which t,+e o6 slee+wear woul0 ,ou +re6ers ,our chil0chil0ren to

wear at night

his =uestion was highlighte0 because a lot more +eo+le are becoming aware

o6 slim 6it shirts because o6 showing o66 ,our bo0, 6eatures the, make +eo+le

look goo0 an0 the wa, the, make +eo+le 6eel goo0 but loose 6itting wear are

more suitable 6or slee+wear because it is more com6ortable- @ccor0ing to the

6in0ing; there are "#-'R o6 +arents +re6erre0 their ki0s to wear loose 6itting

wear because ki07s growth =uickl, an0 com6ortable-

Question 1/ how much woul0 ,ou s+en0 on this slee+wear @s consumer are

5er, sensiti5e to +rice-

@s the sur5e, 6in0ing shows that most o6 the res+on0ents likel, to agree the

+rice o6 slee+wear as below KM/! because it is more a66or0able 6or them to

bu, it-

- <our 86inal9 +a3ama +ro0uct line

a /'st an$ $esr'be your 7f'nal8 pajaa pro$ut l'ne esr'pt'onof Pro$ut Features an$ Pr'e are an$atory

@ccor0ing to our 6in0ing sur5e,; there are 1-#R neutral; '#-#R agree; "-'R

totall, agree to tr,ing our mi> an0 match slee+wear 6or their own an0 their

chil0ren as well- e ha5e 0eci0e0 to use mi> an0 match st,le as the new

+ro0uct line conce+t- @ll the +a3amas are mostl, customiAe0 an0 0i66erentiate0

com+are0 to other tra0itional slee+ wear com+anies so I can assume that we

ha5e the ca+abilit, to attract consumers-

e ha5e man, slee+ wear material o+tions a5ailable 6or customer to 0o the

customiAation here6ore; the 86inal9 +a3amas will be using cotton as our

market segment are more concerne0 on the material when +urchasing the

slee+ wear 6or their own or their chil0ren- Moreo5er; our mi> an0 match st,le

will be highlight on two t,+e o6 slee+ wear which is long slee5e with long +ants

an0 short slee5e with short +ants as +re6erable 6or our target segments base0on our 6in0ing sur5e,-

48



Moreo5er; there will be three main as+ects we nee0 to take into consi0eration

when 0e5elo+ing the new +ro0uct line in slee+ wear; the material o6 the slee+

wear; +rice an0 the wa, o6 it 0esigns- Customer can ha5e customiAe0 their

slee+ wear like what material are ma0e o6; what colour or e5en the, can +rint

their name 6ront or back o6 their slee+ out6it- (ase0 on our 6in0ing sur5e,;

there are /-'R animal +rint; $%-#R s+orts; 1&-R sim+licit, an0 %-&R

s,mbols an0 sha+es that +arents lo5e to st,le their chil0ren7s slee+ wear with-

Gur customiAe0 0esign slee+ wear will be better 0escribe0 as unise> because

it one st,le that works 6or man,- It7s another a00itional uni=ue selling +oint as

chil0ren7s bo0, siAe growing the wa, too =uickl,; with the i0eal o6 unise>

0esign that can allow +arents to kee+ the use0 slee+ wear 6or their ne>t born

to wear-

Pr'e

here are man, selection o6 slee+ wear 0esign in a range o6 com6, materials

suitable 6or warm or col0 weather that make sure chil0ren has sweet 0reams

with +a3amas 6rom I..I- @ll the slee+wear that sells is reasonable +rice-

Customers can customiAe e5er,thing with their own i0ea- So the +rice o6 the

+ro0uct is 0e+en0ing on the 0esign o6 the customers- (ase0 on our 6in0ing

sur5e,; there are /'-%R o6 +arent will s+en0 on their chil0ren will be KM/!! to

KM1!!!; $"-1R s+ent less than KM /!! an0 1&-1R s+ent more than KM1!!!

+er month; so I can assume that the +rice range will be aroun0 KM/! to

KM/"-"! is a66or0able 6or the customers who want to customiAe their own

slee+ wear-

41



b Just'fy the $es'#n of your 7f'nal8 pajaa pro$ut l'ne base$ onyour sur&ey f'n$'n#s

es'#n

a /on# slee&e ('th lon# pants

4"



+hort slee&e ('th short pants

44



42



Extra credit

Proot'onGne o6 the +romotion techni=ue that can be use0 is cou+oning- Cou+on is

usuall, a 6orm o6 +a+er that is meant to gi5e users a certain amount o6

0iscount i6 the, +urchase the s+eci6ic item state0 on the cou+on- his is

one metho0 use0 0uring the market research +rocess whereb, our grou+

was su++lie0 with a han06ul o6 cou+ons 6rom the com+an, an0 were there

in han0e0 to +eo+le who success6ull, com+lete0 the sur5e,- Possession

o6 a cou+on will moti5ate someone to bu, the +ro0uct e5en though he or

she has no imme0iate use 6or the +ro0uct- In continuing that; we 6eel it is

one o6 the han0, metho0s that can create bran0 awareness as well as

increase sales- here6ore; it is one that we look to continue 6or our +ro0uct

line in the 6uture-

'str'but'onGnce the +romotion cam+aign has success6ull, taken o66; then come the

0istribution metho0- :or our +ro0uct line; we ha5e chosen the 0irect selling

metho0 as we ha5e s+ent time con0ucting the sur5e, in or0er to i0enti6,

an0 ca+ture the target market- :urthermore; accor0ing to the 0ata

obtaine0 6rom the sur5e,; it is clear to see that ma3orit, o6 customers +re6er

to bu, their clothing7s in a +h,sical store rather than online- here6ore; it is

onl, right that our +ro0uct line goes through 0irect selling in or0er to reach

an0 maintain the s+eci6ic customer range that we are looking 6or-

Mar"et'n# +trate#yhe most e66ecti5e wa,s in marketing strateg, nee0 to initial the situation

o6 the Enau @kti6 an0 6ormulation; e5aluations an0 selection to achie5es

goals- :irst o6 it; we nee0 to e5aluation that Enau @kti6 has not reall, well

known b, +eo+le an0 nee0 to con0uct more +romotional tools into

markets- Enau @kti6 coul0 o+en more branches in Mala,sia to boots u+

sales an0 bran0 images- In a00ition; there are ba0 econom, in current

,ears so that Enau @kti6 coul0 0o more +romotions on the slee+wear in

markets to raise more bran0 awareness- (esi0es that; the com+an, coul0

use the latest technolog, to +ro0uce more +ro0ucts because it will sa5e

4



more cost an0 times to rein6orce +eo+le woul0 likel, be using econom, o6

scales- In or0er to raise u+ bran0 awareness; the com+an, coul0 3oin

5enture; be a s+onsorshi+ or hel0 some e5ent in market to increase

re+utation-

final report enaugroup 5

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