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Mmi 3313 Design Project 1 Media Innovation Faculty of Creative Multimedia

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Mmi 3313 Design Project 1 Media Innovation Faculty of Creative Multimedia 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. Unit of Sale : Benefits : 100 ml Water-based ingredients. Price : 100 ml – RM 13.00 2) SAFI BALQIS Perfect 10 Miracle Gel Help omit black spots and repudiate dirt from skin. Unit of Sale : Benefits : 40 g Contains Nano BioWhite. Price : 40 g – RM 16.90 3) SAFI BALQIS Perfect 10 Oil Control Foaming Scrub Cleanser Cleanse deeply inside skin and repudiate dirt and dead skin cells. Unit of Sale : Benefits : 100 g Contains Nano BioWhite and water-based ingredients. Price : 100 g – RM 9.20 4) SAFI BALQIS Perfect 10 Oil Control Moisturising Lotion SPF15 Provide moisturize and control skin oil. Unit of Sale : Benefits : 40 g Contains Nano BioWhite and water-based ingredients. Price : 40 g – RM 19.90 5) SAFI BALQIS Perfect 10 BB Cream SPF30PA++ with Vitamin E Ensure skin stay healthy and bright. Unit of Sale : Benefits : 20 g Contains Nano BioWhite. Price : 20 g – RM 19.90 6) SAFI BALQIS Perfect 10 Facial Cleanser Whitening and cleanse skin. Unit of Sale : Benefits : 50 g & 100 g Contains Nano BioWhite and water-based ingredients. Price : 50 g – RM 6.50 100 g – RM 10.90 7) SAFI BALQIS Perfect 10 Oil-Control Facial Cleanser Help prevent skin from bacteria. Unit of Sale : Benefits : 50 g & 100 g Contains water-based ingredients. Price : 50 g – RM 6.50 100 g – RM10.90 8) SAFI BALQIS Perfect 10 Apricot Scrub Help omit dead skin cells and dirt and brighten skin.
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