MMI 3313

DESIGN PROJECT 1

MEDIA INNOVATION

FACULTY OF CREATIVE MULTIMEDIA

SITUATION ANALYSIS

Product Name: SAFI BALQIS Perfect 10

SITI SUHAILA BINTI SAID

1101107734

DELTA YEAR 2013/2014

TABLE OF CONTENT

Chapter 1: Project Overview 1 1.1 Introduction 1 1.2 Problem Statement & Issues 2 1.3 Objectives and Aims 2 Chapter 2: Project Profile 3

2.1 Product Name 3 2.2 Product Classification 3 2.3 Product Characteristic 3 2.4 Product Range 4 2.5 Distribution 12 2.6 Product Life Cycle 12 2.7 The Brand 13 2.8 Brand Image and Implication 14 2.9 Strength and Weakness 14 2.10 Advantage and Disadvantages 14 2.11 Unique Selling Proposition (USP) 15 2.12 Promotion History and Advertising Schedule 15 2.13 Positioning Statement 16 Chapter 3: The Company 17 3.1 Company Overview 17 3.2 Business Description 18 3.3 Company History 18 3.4 Key People 20 3.5 Location and Subsidiaries 26 3.6 Brands, Major Products and Services 27 3.7 Corporate Vision 27 3.8 Corporate Mission 28 3.9 Company’s Current Promotional Strategy 28 3.10 Products Sales’ History 28 3.11 Current Marketing Objective 28 3.12 Media Expenditure 29

Chapter 4: Consumers and Stakeholders 30 4.1 Current Consumer’s Characteristic 30 4.2 Stakeholder’s Characteristics 31 Chapter 5: Industry and Marketplace 32 5.1 The Industry 32 5.2 The Marketplace 33 Chapter 6: Competitive Situation 35 6.1 Direct Competitors 35 6.2 Indirect Competitors 38 6.3 Some of the other skin care product Competitors 39 Chapter 7: SWOT Analysis 40 7.1 Strength 40 7.2 Weakness 40 7.3 Opportunities 40 7.4 Threats 40 Chapter 8: Strategic Target Audience 41 8.1 Proposed Primary Target Audience 41 8.2 Proposed Secondary Target Audience 42 Chapter 9: Research and Development 43 9.1 Marketplace Research 43 9.2 Market Observation 44 9.3 Online Survey 46 9.4 Interview 52

Chapter 10: Precedent Studies 54 10.1 Advertising Strategy 54 10.2 Precedent Studies 58 Chapter 11: References 61 Chapter 12: Appendices 63

Chapter 1 Project Overview

Chapter 1: Project Overview 1.1 Introduction

The SAFI BALQIS Perfect 10 with Nano BioWhite & Q10 effectively lightens the skin from within. Its 10 Perfect Actions will help your skin become perfectly smooth, radiant and fair within 2 weeks. The new trio defines our determination in giving young females in Malaysia beauty products that meet their skin requirements. The range consists of SAFI BALQIS Perfect 10 Oil Control Moisturising Lotion SPF15; SAFI BALQIS Perfect 10 Miracle Gel and SAFI BALQIS Perfect 10 BB Cream. With Nano Technology that is 1000 times smaller than micro size, it is absorbed faster and deeper through.

The Nano BioWhite help reduces the effects of pigmentation to lighten skin effectively. It also helps to even out skin tone while retaining skin’s natural moisture. It even protects skin from free radicals and harmful UV rays. Nano Q10 helps increase skins elasticity while renewing collagen producing cells for a more refined skin. The SPF15 moisturising lotion is a water-based formulation which also a brightening lotion which helps to protect and repair skin. SAFI BALQIS Perfect 10 has been certification that guarantees formulation is halal and manufacturing of the products are respected to the environment. This product is suitable for younger or young adults who desire for skin care.

SAFI BALQIS Perfect 10 are made from natural ingredients with each provides important

nutrients for skin care needs. It concentrates by delivers nutritional benefits and antioxidant qualities for a healthy and beautiful skin. The SAFI BALQIS Perfect 10 is rich in Vitamins B3 and C that provide an extra layer of natural protection from UV rays and environmental pollutants. In faith that the one of product brand in Malaysia which is used natural ingredients, SAFI BALQIS Perfect 10 helps nourish your skin to keep them fresh and bright all day.

1.2 Problem Statement and Issues

Competitors from other halal brand:

SAFI BALQIS Perfect 10 is not the only halal skin care product in Malaysia. There are others halal skin care product that can be a direct competitor in the market segment.

Mix sub-brands and products but the success is not known: Although SAFI BALQIS Perfect 10 has mix sub-brands and products, some consumers are not aware of the other sub-brands and products.

Safi is known as a market challenger against Olay, Clean & Clear and Nivea by having an advantage of lower pricing strategy but other competitors has captured a bigger share of the market by actively having promotional activities: SAFI BALQIS Perfect 10 is one of the top local halal skin care product in

Malaysia but SAFI BALQIS Perfect 10 still does not capture the majority of the market share due to less of promotional activities.

1.3 Objectives and Aims

Objectives

To calculate brand awareness and perception among the consumers

To identify the product strengths and weaknesses

To identify market situation of skin care product

To create effective marketing strategy

Aims

This project aim to raise brand awareness, brand image and become a

leading and trusted quality brand by using SAFI BALQIS Perfect 10 for skin care product.

Chapter 2 Project Profile

Chapter 2: Product Profile

2.1 Product Name

SAFI BALQIS Perfect 10

2.2 Product Classification

SAFI BALQIS Perfect 10 with Nano BioWhite & Q10 effectively lightens the skin from

within. Its 10 Perfect Actions will help lightens pigmentation skin even out skin tone become perfectly smooth, radiant and fair within 2 weeks. It protects skin from UV rays and free radicals by lightens the skin by increasing skin’s elasticity and hydrates skin while retains moisture to smoothens and softens skin.

2.3 Product Characteristics

Type : Skin Care Product

Packaging : Simple and clean with open lid and twist cap bottle

Skin Care Product Range : 1. SAFI BALQIS Perfect 10 Cleanser & Toner: Cleanse with gentle and protect skin 2. SAFI BALQIS Perfect 10 Miracle Gel : Help omit black spots and repudiate dirt from

skin 3. SAFI BALQIS Perfect 10 Oil Control Foaming Scrub Cleanser : Cleanse deeply inside

skin and repudiate dirt and dead skin cells 4. SAFI BALQIS Perfect 10 Oil Control Moisturising Lotion SPF15 : Provide moisturize

and control skin oil 5. SAFI BALQIS Perfect 10 BB Cream SPF30PA++ with Vitamin E : Ensure skin stay

healthy and bright 6. SAFI BALQIS Perfect 10 Facial Cleanser : Whitening and cleanse skin 7. SAFI BALQIS Perfect 10 Oil-Control Facial Cleanser : Help prevent skin from

bacteria 8. SAFI BALQIS Perfect 10 Apricot Scrub : Help omit dead skin cells and dirt and

brighten skin 9. SAFI BALQIS Perfect 10 Toner : Cleanse and omit dirt and restore fresh skin 10. SAFI BALQIS Perfect 10 Serum : Effectively brighten skin 11. SAFI BALQIS Perfect 10 Moisturising Day Cream SPF 15 : Contain UV extra

protection and protect skin more effectively 12. SAFI BALQIS Perfect 10 Moisturising Night Cream : Help brighten skin cells process

more intensively 13. SAFI BALQIS Perfect 10 Eye Contour Cream : Reduce dark circle under eye

14. SAFI BALQIS Perfect 10 Beauty Cream : Brighten and whiten skin

Pricing Range : RM 6.50 – RM 25.90

Unit Per Sale : Per bottles 2.4 Product Range 2.4.1 Safi Brand SAFI, The Number 1 local Halal Brand, understands the needs and desires of modern women who take care of their appearance and beauty. There are 14 range types of skin care products with different attributions and usage. The product not only promotes the benefits in the most natural of ways but also a fundamental shift in the approach to skin care wellness. The exclusive top class quality ingredients with guarantees formulation and manufacturing of the products are respected to the skin and ready to be use. Being free from chemical and harmful ingredients, they will not aggravate or stress your skin. Currently, SAFI BALQIS Perfect 10 ranges available to consumers are for cleansing, brighten, whitening and protect skin from harmful bacteria, UV rays, dirt, black spots and dead skin cells.

Figure 2.4.1 a): Different type of ranges of skin care product of SAFI BALQIS Perfect 10

1) SAFI BALQIS Perfect 10 Cleanser & Toner

Cleanse with gentle and protect skin.

2) SAFI BALQIS Perfect 10 Miracle Gel

Help omit black spots and repudiate dirt from skin.

Unit of Sale : 100 ml Price : 100 ml – RM 13.00

Benefits : Water-based ingredients.

Unit of Sale : 40 g Price : 40 g – RM 16.90

Benefits : Contains Nano BioWhite.

3) SAFI BALQIS Perfect 10 Oil Control Foaming Scrub Cleanser

Cleanse deeply inside skin and repudiate dirt and dead skin cells.

4) SAFI BALQIS Perfect 10 Oil Control Moisturising Lotion SPF15

Provide moisturize and control skin oil.

Unit of Sale : 100 g Price : 100 g – RM 9.20

Benefits : Contains Nano BioWhite and water-based ingredients.

Unit of Sale : 40 g

Price : 40 g – RM 19.90

Benefits : Contains Nano BioWhite and water-based ingredients.

5) SAFI BALQIS Perfect 10 BB Cream SPF30PA++ with Vitamin E

Ensure skin stay healthy and bright.

6) SAFI BALQIS Perfect 10 Facial Cleanser

Whitening and cleanse skin.

Unit of Sale : 20 g

Price : 20 g – RM 19.90

Benefits : Contains Nano BioWhite.

Unit of Sale : 50 g & 100 g Price : 50 g – RM 6.50 100 g – RM 10.90

Benefits : Contains Nano BioWhite and water-based ingredients.

7) SAFI BALQIS Perfect 10 Oil-Control Facial Cleanser

Help prevent skin from bacteria.

8) SAFI BALQIS Perfect 10 Apricot Scrub

Help omit dead skin cells and dirt and brighten skin.

Unit of Sale : 50 g & 100 g Price : 50 g – RM 6.50 100 g – RM10.90

Benefits : Contains water-based ingredients.

Unit of Sale : 100 g Price : 100 g – RM 11.40

Benefits : Contains Nano BioWhite and water-based ingredients.

9) SAFI BALQIS Perfect 10 Toner

Cleanse and omit dirt and restore fresh skin.

10) SAFI BALQIS Perfect 10 Serum

Effectively brighten skin.

Unit of Sale : 100 ml Price : 100 ml – RM 8.20

Benefits : Contains water-based Ingredients.

Unit of Sale : 20 ml Price : 20 ml – RM 25.90

Benefits : Contains Nano BioWhite and water-based ingredients.

11) SAFI BALQIS Perfect 10 Moisturising Day Cream SPF 15

Contain UV extra protection and protect skin more effectively.

12) SAFI BALQIS Perfect 10 Moisturising Night Cream

Help brighten skin cells process more intensively.

Unit of Sale : 45 g Price : 45 g – RM 18.50

Benefits : Contains Nano BioWhite.

Unit of Sale : 45 g Price : 45 g – RM18.50

Benefits : Contains Nano BioWhite.

13) SAFI BALQIS Perfect 10 Eye Contour Cream

Reduce dark circle under eye.

14) SAFI BALQIS Perfect 10 Beauty Cream

Brighten and whiten skin.

Unit of Sale : 15 g Price : 15 g – RM 12.90

Benefits : Contains Nano BioWhite and water-based ingredients.

Unit of Sale : 16 g Price : 16 g – RM 7.90

Benefits : Contains Nano BioWhite.

2.5 Distribution

SAFI BALQIS Perfect 10 products are distributed in both mode distribution; direct and indirect. Distribution in direct method will be through from telephone from the company itself. On the other hand, indirect method covers through reseller, agent, retail outlets, pharmacies, supermarkets and hypermarkets nationwide.

2.6 Product Life Cycle

2.7 The Brand

The SAFI BALQIS Perfect 10 product with Nano BioWhite & Q10 effectively lightens the skin from within. Its 10 Perfect Actions will help your skin become perfectly smooth, radiant and fair within 2 weeks. The new trio defines our determination in giving young females in Malaysia beauty products that meet their skin requirements. The range consists of SAFI BALQIS Perfect 10, SAFI RANIA DIAMOND and SAFI RANIA GOLD. With Nano Technology that is 1000 times smaller than micro size, it is absorbed faster and deeper through. The Nano BioWhite help reduces the effects of pigmentation to lighten skin effectively. It also helps to even out skin tone while retaining skin’s natural moisture. It even protects skin from free radicals and harmful UV rays. Nano Q10 helps increase skins elasticity while renewing collagen producing cells for a more refined skin. The SPF15 moisturising lotion is a water-based formulation which also a brightening lotion which helps to protect and repair skin. SAFI has been certification that guarantees formulation is halal and manufacturing of the products are respected to the environment. This product is suitable for younger or young adults who desire for skin care.

SAFI BALQIS Perfect 10 are made from natural ingredients with each provides important nutrients for skin care needs. It concentrates by delivers nutritional benefits and antioxidant qualities for a healthy and beautiful skin. The SAFI BALQIS Perfect 10 is rich in Vitamins B3 and C that provide an extra layer of natural protection from UV rays and environmental pollutants. In faith that the one of product brand in Malaysia which is used natural ingredients, SAFI BALQIS Perfect 10 helps nourish your skin to keep them fresh and bright all day.

2.8 Brand Image and Implication The desired brand image is for consumers to be able to experience and use halal skin care product at affordable price and make daily life use to its consumers. The brand has a high value and there is a very little of brand awareness for its products. Updating ineffective marketing strategy have been implemented for further research and analysis on the brand image and reputation, and enable the company to address any potential issues. SAFI BALQIS Perfect 10 brand image of selling halal skin care product need to be implicated in the mind of the consumers as their purchasing decision are not just affected the product but also by the images and identification associated with the product itself.

2.9 Strength and Weakness Strength:

The first halal skin care product in Malaysia

100% halal ingredients

Attractive packaging

Affordable

Specially formulated to provide the necessary nutrients for healthy skin Contains Vitamins B3, C and E Weakness:

Lack of brand awareness among the consumers

Less variety of color packaging 2.10 Advantages and Disadvantages Advantages:

Portable due to the type of packaging and size

Avoid usage of materials that are harmful to the skin

Rich in Vitamins B3 and C

Disadvantages:

Customers might purchase other brand products

Too many competitors in the industry

2.11 Unique Selling Proposition (USP)

SAFI BALQIS Perfect 10 is the top halal skin care product in Malaysia with halal ingredients proof on its packaging and formulated with necessary nutrients for healthy skin.

2.12 Promotional History and Advertising Schedule

SAFI BALQIS Perfect 10 promotional activities focus on giving consumers the best deals for their skin care product which mostly conducted through the Web, TVC, Facebook page and also on Ground Activities.

SAFI BALQIS Perfect 10 Magazine. It was released in December 2010.

SAFI BALQIS Kliq!2 contest.

Safi Aidilfitri contest.

SAFI BALQIS Perfect 10 appointed Malaysian singer Shila Amzah as its ambassador.

2.13 Positioning Statement

SAFI BALQIS Perfect 10 is a well-known brand that holds prominent position in the Watson, Guardian, pharmacies, supermarkets and hypermarkets nationwide which has consistently delivered a very high quality innovative product that is skin care.

Chapter 3 The Company

Chapter 3: The Company 3.1 Company Overview

Safi is owned by WIPRO UNZA’s Sdn Bhd, as a company founded and based in Asia,

WIPRO UNZA's marketing focus is directly aimed at meeting the needs of Asian consumers. This

is at the heart of all its product and brand development. WIPRO UNZA has built a portfolio of 33

brands supporting over 275 products in 1,500 packaging formats that are sold in over 36

countries. This portfolio includes established, developing and newly launched brands each

carefully addressing specific consumer needs. WIPRO UNZA is able to offer an exciting array of

brands and products in the major product categories of the personal care market, and the

household market.

The major categories of the personal care market that WIPRO UNZA is in, are skin care,

hair care, body care, children's toiletries, female fragrances and male fragrances. WIPRO

UNZA's leading brands include ENCHANTEUR, SAFI, EVERSOFT, ROMANO, IZZI, SUMBER AYU in

the personal care products market and, VIGOR and MAXKLEEN in the household products

market. To explore WIPRO UNZA's portfolio of brands, use the Brands Scroller on the right and

select any of the brands you wish to know more about.

3.2 Business Description The Wipro Unza Group is amongst the largest personal care product companies in South

East Asia. It currently operates across Asia and Africa, with significant presence in Malaysia,

Indonesia, Vietnam, China, Hong Kong, Singapore, the Middle East and Nigeria. It has 5 factories

located in Malaysia (2 factories), Vietnam, China and Indonesia. These factories manufacture

90% of the products marketed by the Wipro Unza Group. The Malaysian operations which is

currently the 2nd largest personal care product company is also the largest within the Wipro

Unza group, with a manpower base of over 2000 employees.

WIPRO UNZA, is part of Wipro Consumer Care & Lighting, the FMCG arm of Wipro Group, which is among the top 10 Information Technology companies in the world and among the best employers in Asia. The Wipro group has posted revenues of greater than 7 Bn+USD and it is a Fortune 1000 company and has more than 122,000 employees across over 50 countries. The Wipro Unza Group manufactures and markets a comprehensive range of personal care products, principally skincare, haircare, talcum powder, deodorants, shower and cleansing products and fragrance, and household detergents and other cleaning products. These are marketed under well known brand names like ENCHANTEUR, EVERSOFT, SAFI, SKNIZ, SUMBER AYU, IZZI, ROMANO, DASHING, MAXKLEEN and VIGOR 33. At WIPRO UNZA, we seek to build a workplace that is safe, professional, and supportive of teamwork and trust. Everyone who works for WIPRO UNZA contributes to our success and creating a distinctive company. Working together, drawing from our diverse talents and perspective, we will stimulate new and creative opportunities for our business. 3.3 Company History Since 1980 the UNZA Group has successfully built a wide portfolio of brands for the personal care and household products markets of Asia. Headquartered in Singapore, the Group manufactures and markets leading brands across 36 territories within South East Asia, Greater China and beyond. UNZA has some 48 brands, with more than 275 products, in ove 1,500 packaging formats. UNZA’s leading brands include ENCHANTEUR, SAFI, EVERSOFT and ROMANO in the personal care products market and VIGOR and MAXKLEEN in the household products market. Many UNZA products enjoy positions of market leadership due to the fact that its brands are specifically designed and crated with the Asian consumer in mind. The UNZA Group is led by an experienced, professional management team, who are supported by a dedicated multinational workforce of over 4,000 employees comprising 15 different nationalities. To ensure product quality, consistency and flexibility of supply, UNZA

manufactures nearly 90% of its products in its own factories located in Malaysia, Vietnam. China, and Indonesia. These products are sold through an estimated 58,000 retail outlets in South East Asia and Greater China. Outside of these core markets, UNZA exports products to third-party importers and distributors, principally in the Indian Sub-continent, the Middle East and Africa.

3.4 Key People Wipro Board of Directors

Photo Name Position

Azim H. Premji

Chairman

T K Kurien Executive Directors (CEO & Executive Director, WIPro Ltd)

Suresh C Senapaty Executive Directors (Executive Director & Chief Finance Officer)

Dr. Ashok S. Ganguly

Independent Directors

B.C. Prabhakar

Independent Directors

Dr. Henning Kagermann

Independent Directors

Photo Name Position

Dr. Jagdish N. Sheth

Independent Directors

M.K. Sharma

Independent Directors

Narayanan Vaghul

Independent Directors

Priya Mohan Sinha

Independent Directors

Shyam Saran

Independent Directors

Vyomesh Joshi

Independent Directors

William Arthur Owens

Independent Directors

Corporate Executive Council

Photo Name Position

Azim H. Premji

Chairman

T K Kurien CEO & Executive Director, WIPro Ltd

Suresh C Senapaty Executive Director & Chief Finance Officer

Pratik Kumar

Executive Vice President, Human Resources, Wipro Ltd.

Anurag Behar

Chief Sustainability Officer, Wipro Ltd.

Vineet Agrawal

President, Wipro Consumer Care and Lighting

Management Team

Photo Name Position

T K Kurien Chef Executive Officer – IT Business (CEO & Executive Director, Wipro Ltd.)

Anand Padmanabhan Business Units

(Sr. Vice President, Energy, Natural

Resources & Utilities)

Ayan Murkerji Business Units

(Sr. Vice President, Media & Telecom)

N S Bala

Business Units

(Sr. Vice President, Manufacturing & Hi-Tech)

Sangita Singh

Business Units

(Sr. Vice President, Healthcare & Life Sciences)

Soumitro Ghosh

Business Units

(Sr. Vice President, Finance Solutions)

Srini Pallia Business Units

(Sr. Vice President, Global Head – Retail, Consumer Goods, Transportations & Govt. Business Unit)

Photo Name Position

Anand Sankaran Service Lines & Business Divisions (Sr. Vice President – Wipro Infotech and Global Infrastructure Services)

K. R. Sanjiv Business Units

(Sr. Vice President, Analytics &

Information Management Services)

Monaj Punja Business Units

(Sr. Vice President, Wipro BPO)

G. K. Prasanna

Business Units & Business Divisions

(Sr. Vice President, Product Engineering Solutions EcoEnergy)

Shaji Farooq

Business Units

(Sr. Vice President, Advanced Technologies and Go-to-Market Transformation)

Rajat Mathur

Sales and Operations

(Chief Sales & Operations Officer - GrowthMarkets)

Alexis Samuel Function

(Chief Process Officer, Wipro Ltd.)

Photo Name Position

Dr. Anurag Srivastava Function (Sr. Vice President, Chief Technology Officer)

Bhanumurthy B. M. Function

(Chief Business Operations Officer)

Inderpreet Sawhney Function

(Sr. Vice President & General Counsel, Wipro Ltd.)

Jatin Dalal

Function

(Sr. Vice President, Product Engineering Solutions EcoEnergy)

Ravi Kiran Vadapally

Function

(Chief Risk Officer, Wipro Ltd.)

Rishad Premji

Function

(Chief Strategy Officer)

Satishchandra D Function

(Sr. Vice President – Global Transformation)

Photo Name Position

Saurabh Govil Function

(Sr. Vice President – Human Resources)

3.5 Location and Subsidiaries Malaysia Tel: +603-5631 5588 Fax: +603-5631 1778 Email: malaysia@wipro-unza.com Operating Hour: 9.00 AM – 5.00 PM Mailing Address: WIPRO UNZA (Malaysia) Sdn. Bhd. No. 7 Persiaran Subang Permai Taman Perindustrian Subang 47610 Subang Jaya, Selangor, Malaysia. Singapore Tel: (65) 67325611 Fax: (65) 67323230 Email: info@wipro-unza.com Mailing Address: WIPRO UNZA Company Pte Ltd (Singapore Operations) 163 Penang Road #04-01 Winsland House II Singapore 238463

Where to find:

Giant hypermarket and supermarkets

Tesco hypermarkets

Carrefour hypermarkets

Jaya Jusco

The Store supermarkets

Pharmacy chain eg. Guardian, Watson

Independent pharmacies

3.6 Brands, Major Products and Services Safi is owned by WIPRO UNZA’s Sdn Bhd, a company founded and based in Asia, WIPRO UNZA's marketing focus is directly aimed at meeting the needs of Asian consumers. SAFI BALQIS Perfect 10 is one of the Safi products which focusing on the skin cares. Below are the company’s brand and line production:

Brands Safi

Products SAFI BALQIS Perfect 10

Services Delivery services by phone and fax: Phone: +603-5631 5588 Fax: +603-5631 1880

3.7 Corporate Vision

To become South East Asia's leading manufacturer and marketers of personal care products.

Bringing Asian focused brands to millions of Asian consumers.

3.8 Corporate Mission

To attain a position of selective prominence in the household and personal care markets across Asia as a marketer of high quality and innovative brands.

Enhance the lifestyle of our consumers which provide a good return on investment for our shareholders and allow our employees to realise their personal ambitions.

3.9 Company’s Current Promotional Strategy Through Push & Pull Strategy such as advertising, brand ambassadors, fairs and roadshows, consumer promotions, box sets for regimen purchase, in-store visibility and others. 3.10 Product Sales’ History The company doesn't provide the information since it's private and confidential. 3.11 Current Marketing Objective Safi marketing objective is to promote usage of SAFI BALQIS Perfect 10 skin care product as the better solution and promote public awareness. Long Term

To be the leading halal skin care product in Malaysia

To be the best halal skin care product

To further penetrate halal skin care product both in local and global term Short Term

To strengthen and enhance brand identity as well as brand awareness to achieve brand loyalty among customers

To utilize every possible medium of mass media in advertising activities to reach a wide range of audience

To exceed sales expectation and sustain a greater growth yearly

3.12 Media Expenditure As a skin product company which has many competitors in the market, brand awareness is very low due to less promotional activities of the brand and lack of promotional advertising. At the moment, media expenditure is focused between small-scale and big-scale advertising involving print media such as newspapers, magazines as well as online promotion through website and Facebook page and blog reviews as a strategy to attract the customers.

Chapter 4 Consumers and Stakeholders

Chapter 4: Consumer and Stakeholder 4.1 Currents Consumers’ Characteristics

4.1.1 Demographics

Age : 18 - 29 Gender : Female Education : College student, post

graduated to tertiary Occupation : Students to working adult Income range : RM1500 and above Race & Ethnicity : All races Geographical location : Urban and Sub-Urban

4.1.2 Psychographics

Perception : Stay feminine and hold religious believes

Learning : Learning through print media, digital media and other

Motivation & needs : Looking for affordable skin care product

Attitude & personality : Willing to try products, confident, passion, conscious about the use of chemical in skin care products

Lifestyle : Healthy, modern, active and social

4.2 Stakeholder Characteristics 4.2.1 Primary

Directors Managing company development and act as representatives of the stakeholders to handle corporate management related policies and make major decisions on company future objectives.

Shareholders Invest money for the company’s growth and share its profit.

Employees Contribute man-power diligently by carrying out their respective roles in the company’s growth.

Consumers Provide good quality products to ensure non negative from them such as the very important contributors as they also has the reason to keep the company alive by purchasing their products and staying loyal to the brand. All the feedback or suggestion from them concerning the products can help to improve the quality of the products.

Supplier Supply important resources in ensuring product continuity with respect to delivery time, quality and dependability.

4.2.2 Secondary

Distributors Distributes the products to the customers

Media Help the company promote their brand and product publicity.

Banks The company source of financial funding and provide loans when business growing as well as to assist in financial matters.

Chapter 5 Industry and Marketplace

Chapter 5: Industry and Marketplace 5.1 The Industry 5.1.1 Definition of the Industry

Beauty and skin care products are part of important daily needs for millions of people with thousands of companies involved in their development, production and distribution roles. Pharmaceuticals in the skin care industry are one of the biggest sectors in the world market concerning the manufacturing of consumer products used for personal care and hygiene. This industry covers a wide aspect of retail business in the world as a large share of market consists of different market segments. Hence, it also boosts or increases the economic growth as there are many players offer the same product in the market segment. 5.1.2 Shape of Industry

Growth in this market is on increasing trend with more products and competitors entering the market. The culture of focusing on personal care and skin care has emerged globally with the developments in science and technology on pharmaceutical. In Malaysia, personal care and skin care still performed very well due to increase in personal care. The number of people interested in skin care has increased in 2010. However, increasingly hectic lifestyles among urbanites encouraged companies to introduce more easy-to-use or fast-to-apply products. Consumers of skin care products tend to be brand loyal and share their experiences with their friends.

Sales were sustainable by the increasing urbanization, a rise in the number of women working and direct marketing and promotional activities of the retailers. From awareness of products made in China to safety issues generally, there is a rising trend of consumers seeking out products that do not contain harmful chemicals or are produced naturally with safety certification. Although naturally-positioned products have been growing for some time in Western countries, the trend has recently emerged in Asian countries, with a slower rate in Malaysia. This has given an opportunity for players to penetrate an opportunity area while suppliers of natural or organic ingredients also benefited from the increasing trend.

From the surveys and numbers recorded, the skin care products is increasing in

Malaysia and according to the research on the Internet, many efforts are done by creating

awareness campaigns for the consumers. Despite the effort done, the numbers are still

increasing from the age between 18 – 29 years old Malaysian. The sales of skin care products is

increasing according to the market growth and there is a possibility new skin care products are

entering the market segment in the near future.

5.1.3 Development of the Industry The global skin care industry had a strong growth in 2010. The skin care products industry boasts roughly 100 companies that produce combined annual revenue of more than $1 billion. The 50 largest companies generate almost 50% of the entire revenue. Still, the market will bear competition from small companies that can offer more specialized product to a particular niche market.

Packaging designers must constantly create innovations to attract consumer in a constantly evolving and highly competitive market. Keeping ahead of the competition by bringing new and exciting products to the market and at the necessary level of quality, presents a major revolution challenge. Most of the skin care companies create product variant to generate more revenue and to attract more customers. However, the increasing growth of skin care products in the market, new competitors will have an advantage and most likely attract more customers which cause the shrinking of other major skin care products. In order to fight other major skin care products, the companies have to establish a root to begin with to ensure the brand stay in the market segment. 5.2 The Marketplace 5.2.1 Current condition of the Marketplace

Nowadays, there are many skin care products in the market. The market of SAFI BALQIS Perfect 10 currently is increasing performance comparable with others products in Malaysia. At the moment, SAFI BALQIS Perfect 10 targets in recruiting base audience and slowly gaining attracted sales share in the market.

5.2.2 Charges in Marketplace

Positive :

More competitors in the market and uniquely stand out from the rest of the competition.

Negative :

More competition in the market and limited selections in the product line has lead other competitors an advantage.

Chapter 6 Competitive Situation

Chapter 6: Competitive Situation

6.1 Direct Competitors 6.1.1 Garnier

Figure 6.1.1 (a) Garnier

Garnier is a mass market cosmetics brand of L'Oréal that produces hair care and skin care products. The company started as Laboratoires Garnier in 1904, and was acquired by L'Oréal in the 1970s. Current product lines include Fructis shampoos and conditioners, and Nutrisse hair color. Garnier is sold in numerous countries wordwide, with specific product lines targeted for different skin types and cultures. In 2011, Garnier partnered with TerraCycle to promote upcycling of product containers and the introduction of biodegradable products.

Market Share: 26% Strength: Wide range of product brand Product Range: UltraLift Pro, Retinol, Pure Active, Vital Restore and others Price: RM6.00 – RM20.00 Unit of sales: Per bottles Positioning: Garnier offers a wide range of product for skin care customers Advertising Campaign: Television commercials and promotions

6.1.2 Clean & Clear

Figure 6.1.2 (b) Clean & Clear

Clean & Clear is a line of dermatology products owned by Johnson & Johnson. The brand

was originally developed by Revlon as a line of sensitive skin personal care items in

1957. The "Clean & Clear" name was based on products that contained no fragrance or

dyes, and left no residue after rinsing. In 1991, Revlon sold Clean & Clear to Johnson &

Johnson. Their primary focus is on skincare of young women but has extended their

range to include products treating a wider range of conditions, recently launching a line

of products "SOFT" focused on facial moisturizing. Clean & Clear is currently available in

46 countries.

Market Share: 8% Strength: Wide range of product brand Product Range: Deep Action, Active Clear, Clear Fairness and others Price: RM6.00 – RM20.00 Unit of sales: Per bottles Positioning: Clean & Clear offers a wide range of product especially for young adults Advertising Campaign: Television commercials and promotions

6.1.3 L’Oreal

Figure 6.1.3 (c) L’Oreal

The L'Oreal Group is the world's largest cosmetics and beauty company. With its

registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-

Seine,France, it has developed activities in the field of cosmetics. Concentrating on hair

colour, skin care, sun protection, make-up, perfumes and hair care,the company is

active in thedermatological, tissueengineering and pharmaceutical fields and is the

topnanotechnology patent-holder in the United States.

Market Share: 19% Strength: Wide range of product brand Product Range: L’Oreal Paris, L’Oreal Luxe and others Price: RM6.00 – RM20.00 Unit of sales: Per bottles Positioning: L’Oreal offers a wide range of product for female consumers Advertising Campaign: Television commercials and promotions

6.2 Indirect Competitors 6.2.1 Johnson & Johnson

Figure 6.2.1 (a) Johnson & Johnson

Johnson & Johnson is an American multinational medical, pharmaceutical and consumer packaged goods manufacturer founded in 1886. Johnson & Johnson's brands include numerous household names of medications and first aid supplies. Among its well-known consumer products are the Band-Aid Brand line of bandages, Tylenol medications, Johnson's baby products, Neutrogena skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.

Market Share: 27% Strength: Wide range of product brand Product Range: Johnson Baby powder, Johnson Baby Lotion and others Price: RM6.00 – RM20.00 Unit of sales: Per bottles Positioning: Johnson & Johnson offers products for all categories of consumers

Advertising Campaign: Promotions and advertising

6.3 Some of the other skin care products Competitors

SK-II Nivea

Biore Cosmoderm

SimplySiti

Chapter 7 SWOT Analysis

Chapter 7: SWOT Analysis

7.1 Strengths

The first halal skin product in Malaysia

100% natural ingredients

Affordable

No animal-based ingredients

Contains Vitamin B3, C and E

Specially formulated to provide the necessary nutrients for healthy skin 7.2 Weakness

Lack of brand awareness among the consumers

Less variety of color packaging 7.3 Opportunity

Current young adult are exposed to health conscious

Females care a lot about their appearances and beauty life

The market is growing from the beginning and makes a lot of desire 7.4 Threats

Some consumers choose other skin care products because of attractive packaging or promotion

Higher product competitor in essence skin care product

Chapter 8 Strategic Target Audience

Chapter 8: Strategic Target Audience 8.1 Proposed Primary Target Audience 8.1.1 Demographics

Age : 18 - 30 Gender : Female Education : College student, post

graduated to tertiary Occupation : Students to working adult Income range : RM1500 – RM5000 Race & Ethnicity : All races Geographical location : Urban and Sub-Urban

8.1.2 Psychographics

Perception : Refreshing and natural Learning : Learning through print media,

digital media and other Motivation & needs : Looking for affordable skin

care product Attitude & personality : Willing to try products,

confident, passion, conscious about the use of chemical in skin care products

Lifestyle : Healthy, modern, active and social

8.2 Proposed Secondary Target Audience

8.2.1 Demographics

Age : 25 - 45 Gender : Female Education : Post graduated to tertiary Occupation : Working adults Income range : RM1500 – RM5000 Race & Ethnicity : All races Geographical location : Urban and Sub-Urban

8.2.2 Psychographics

Perception : Cheaper alternative Learning : Learning through print media,

digital media and other Motivation & needs : Looking for affordable skin

care product Attitude & personality : Willing to try products,

confident, passion, conscious about the use of chemical in skin care products

Lifestyle : Healthy, modern, active and social

Chapter 9

Research and Development

Chapter 9: Research Development 9.1 Marketplace Research

9.1.1 Retailers Visit

In order to gather more information regarding the brand, products and price placement in comparison with its competitors, I had visited a few pharmacies stores in hypermarkets that display SAFI BALQIS product. Through physical observation, I am able to acquire product information on the product displayed and do some small interview with the Guardian staff at the Guardian Selayang Mall, Selayang.

Figure 9.1.1 (a) Guardian pharmacies

9.2 Market Observation

Over the weekend, Watson’s and Guardian at Alamanda, Putrajaya, Giant Batu Caves and Selayang Mall, Selayang has continous walk-in customers but there is only a small number of individuals and group of family and friends who stop by at the products display and purchased the products in the end. Below are the findings of my observation at the pharmacy: Place : Guardian Alamanda, Putrajaya Time : From 11.00 AM to 2.00 PM Date : 6 July 2013

Time 11.00 AM – 12.00 PM 12.00 PM – 1.00 PM 1.00 PM – 2.00 PM

Check out product

4 7 8

Purchase product

1 2 4

Total number of customer who check out product : 19 Total number of customer purchase product : 7 Place : Watson’s Alamanda, Putrajaya Time : From 11.00 AM to 2.00 PM Date : 6 July 2013

Time 11.00 AM – 12.00 PM 12.00 PM – 1.00 PM 1.00 PM – 2.00 PM

Check out product

3 6 8

Purchase product

0 2 3

Total number of customer who check out product : 17 Total number of customer purchase product : 5

Place : Guardian Giant, Batu Caves Time : From 12.00 PM to 3.00 PM Date : 13 July 2013

Time 12.00 PM – 1.00 PM 1.00 PM – 2.00 PM 2.00 PM – 3.00 PM

Check out product

6 8 9

Purchase product

4 5 3

Total number of customer who check out product : 23 Total number of customer purchase product : 12 Place : Guardian Selayang Mall, Selayang Time : From 1.00 PM to 4.00 PM Date : 14 July 2013

Time 1.00 PM – 2.00 PM 2.00 PM – 3.00 PM 3.00 PM – 4.00 PM

Check out product

5 8 9

Purchase product

1 0 5

Total number of customer who check out product : 22 Total number of customer purchase product : 6 Most customers are attracted to the eye-catching where the brand SAFI BALQIS Perfect 10 has appointed singer, Shila Amzah, as the ambassador who will front its advertising campaign which includes television, newspapers, magazines, billboards and in-stores but for SAFI BALQIS Perfect 10 products, it’s not too stand out compare to SAFI RANIA DIAMOND which product used by the Malaysia artist, Rozita Che Wan. Mostly the customers who have purchased the products are aged between teenagers around 18 and above and workers.

9.3 Online Survey

125 responses Summary See complete responses

People may select more than one checkbox, so percentages may add up to more than 100%.

People may select more than one checkbox, so percentages may add up to more than 100%.

Number of daily responses

9.4 Interview

Before the interview, I called Cathy Chew, Senior Marketing Manager of Wipro Unza (Malaysia) Sdn Bhd to obtain information that cannot be search from the Internet. After the call, she requires me to email her the details of the incomplete information that I needed for this research project.

Chapter 10 Precedent Studies

Chapter 10: Precedent Studies 10.1 Advertising Strategies

Figure 10.1 a) SAFI BALQIS Perfect 10 Promotions

Figure 10.1 b) P.O.P SAFI BALQIS Perfect 10

Figure 10.1 c) SAFI BALQIS Perfect 10 Contest

Safi Balqis Perfect 10 feat. Shila Amzah & Sharnaaz Ahmad

Safi Balqis Perfect 10 feat. Anzalna Nasir

SAFI MIRACLE GEL

Figure 10.1 d) SAFI BALQIS Perfect 10 TVC’s

10.2 Precedent Studies

Chapter 11

References

Chapter 11: References

Safi Official website http://www.safi.com.my/web-en/ Safi Facebook Page https://www.facebook.com/SAFI.MY?fref=ts Safi Balqis Perfect 10 Facebook Page https://www.facebook.com/pages/Safi-Balqis-Perfect-10/333729630004492?fref=ts WIPRO UNZA Malaysia Official Website http://www.wipro-unza.com/my/index.html WIPRO Website http://www.wipro.com/about-wipro/Wipro-Leadership-Team/ Garnier http://en.wikipedia.org/wiki/Garnier Clean & Clear http://en.wikipedia.org/wiki/Clean_%26_Clear L’Oreal http://en.wikipedia.org/wiki/L'Or%C3%A9al Johnson & Johnson https://en.wikipedia.org/wiki/Johnson_%26_Johnson Youtube (SAFI BALQIS Perfect 10 TVC’s) https://www.youtube.com/watch?v=i6ma9vDIhbA https://www.youtube.com/watch?v=2tqp3Sxslks https://www.youtube.com/watch?v=KlJ4qr6A5ZM http://marketingpractice.blogspot.com/2008/08/clean-care-clean-clear-and-confident.html http://www.theedgemalaysia.com/business-news/221381-loreal-sees-opportunity-in-malaysias-multi-ethnicity.html http://www.feliciabeautyshop.com/goods.php?id=438 http://www.nst.com.my/streets/central/products-to-protect-brighten-skin-1.170625 http://www.fmm.org.my/member_detail.aspx?memberid=db35d8b1-f5c0-4bfb-a0be-cd17082d64f3 http://www.jobstreet.com.my/jobs/2013/5/u/10/1942683.htm?fr=R

http://www.halalexporter.com/listing/wipro-unza-malaysia-sdn-bhd.html http://mamakembar3.blogspot.com/2011/03/safi-rania-gold-yang-best.html http://princess-truth.blogspot.com/2010/12/all-new-safi-balqis-perfect-10.html http://www.nst.com.my/streets/central/products-to-protect-brighten-skin-1.170625 http://www.btimes.com.my/Current_News/BTIMES/articles/jrsafi/Article/ http://bsl.kdu.edu.my/business/images/stories/career/280311-Unza-Fresh-Graduate.pdf http://globaladsource.com/ad.htm?dataId=5048693 http://akhbar-kosmo.blogspot.com/2012_12_17_archive.html http://www.studymode.com/essays/Empirical-Research-1338752.html

http://www.coloribus.com/adsarchive/promo-casestudy/skincare-products-clean-skin-clear-screen-15470455/

http://www.researchandmarkets.com/reports/1496775/johnson_and_johnson_market_share_analysis

Chapter 12 Appendices