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Mad3003 Advertising Design Project 1 Assignment Name: Nalini Veloosamy Student Id: 1141327019 PRODUCT: MAD3003 ADVERTISING DESIGN PROJECT 1 ASSIGNMENT SAR NAME: NALINI VELOOSAMY STUDENT ID: 1141327019 CHAPTER 01 INTRODUCTION 1.1 – Introduction SimplySiti has come out with a creative and innovative idea with the information of a new fragrance known as SimplySiti Eau de Parfum. The fragrance is designed in cooperation with French perfumer, Joelle Lerioux-Patris of Mane. The famous perfumer has been creating the fragrances and is the leading creator of the fragrances ingredients for a few decades. The innovation of perfume by SimplySiti that combines science and art from France is specially formulated with Betaphroline that will help in keeping human figure in shape and enhance mood. The fragrance motto is “Smell Good, Look Good & Feel Good”. Its basically a Malaysia’s own homegrown brand, a premium local brand that has been able to position itself at par with the international brands. It is somehow maintaining local identity at a lower profile, yet with international appeal. SimplySiti’s vision is to be the top and best Asian brand in cosmetic, skincare, fragrance and wellness despite producing top quality and affordable products. 1.2 – Problem Statement and Issues Problem: Womens have now changed into a busy lifestyle, they go to work, meet clients and are more independ- ent. Therefore they tend to choose a classy lifestyle where they want themselves labelled classy and elegant all the time. They also concern about smelling good all the time. Issue: Malaysia’s perfume industry is dominated by foreign players. Simplysiti is still struggling to gain brand loyalty and market share. 1.3 – Objectives and Aims Objectives - To determine factors and extent of influence of this factors on brand loyalty among the users of Simplysi- ti. - To determine customers affordability and perception of loyal users towards Simplysiti products. - To recommend strategic market decisions for Simplysiti to attain sustainability in the Malaysia perfume industry. Aims - To increase brand awareness among Malaysians - To satisfy customers with good quality local product 1 CHAPTER 02 PRODUCT & BRAND 2.1 – Product Name 2.2 – Product Classification Perfume: SimplySity Her EDP (Elegance, Pure, Precious, Memoire) A perfume that is created especially for womens in four different fragrances! 2.3 – Product Characteristics Packaging - The physical appearance of this perfume doesn’t attract customers much, buyers always demand products with an attractive packaging. Too fancy packaging. Pricing Range - Fixed Price: RM69.90 - Loyal customers are more sensitive to the price - Affordable to the targeted customer Quality: Made in France 2.4 – Product Range Fragrances: - Elegance - Pure - Precious - Memoire Colours: - Available in colourful bottles but four solid colour outer packagings. *A halal product that is not alcohol based and suitable for everyone. 2 2.5 – Distribution Simplysiti products are distrubuted in the market by two different ways as below: (i) Directly SimplySiti Eau de Perfume > Customer In this process, products are straight away distributed to outlets such as where consumers are able to get hold of the product and purchase it by trying testers and check the quality. (ii) Indirectly SimplySiti Eau de Perfume > Others > Customers Therefore, in this type of distribution which goods travel from the producer, through an intermediary or intermediaries, to the consumer. As for Simplysiti consumers can purchase their products through their official website. Supermarket : Tesco, Aeon, Aeon Big Pharmacies : Watson, Guardian, Royale Pharma Shopping Mall : SOGO Kuala Lumpur Online Shop : airasiamegastore.com, Fashion Valet, Hishop, The Crescent 3 2.6 – Product Life Cycle Over the previous years compared to when first Simplysiti was introduced to the market, the sales slowly increased over a period of time. However, as time passes the brand got outdated and upcoming foreign brands managed to take over the market with their products. 2.7 – The Brand SimplySiti Sdn. Bhd., known as SimplySiti is a cosmetic line founded by a Malaysian artiste, Siti Nurhaliza in March 2010 with the headquarters in Kuala Lumpur, Malaysia. The brand’s name was derived from the word “simplicity”. Siti was personally involved with the promotion of the products including starring in the product's television commercials and touring malls around Malaysia where she also released a theme song for the SimplySiti products, Rahsiaku Kini Milikmu (It Used To Be My Secret, Now It's Yours). The cosmetics are produced in Korea with the incorporation of nanotechnology.. Before being released into the market, SimplySiti received Halal status from Jabatan Kemajuan Islam Malaysia (JAKIM) officials who visited the factory in Korea to inspect every aspect of the production with strict regulations to ensure the products are Halal. 2.8 – Brand Image and Implication - High quality products - Products that are technologically advanced, user friendly, and reliable - Natural products that are Halal *Implications - Low distribution - Dull packaging 4 2.9 – Strength and Weakness (i) Strength - Suitable for classy womens - Good product quality - Long lasting fragrance - Affordable, value pricing (ii) Weaknesses - Lack of brand awareness - No brand loyalty - Local brands are left behind cause people choose foreign products 2.10 –Advantage and Disadvantages Advantages - Local product that offers same quality perfume with foreign brands - Long lasting fragrance Disadvantages - Price is almost similar to imported products. - Low brand awareness - No brand loyalty - No market share and low product distribution 2.11 Unique Selling Proposition Simplysiti is a nature based Halal product. 2.12 Promotional History and Advertising Schedule Siti was personally involved with the promotion of the products including starring in the product's television commercials and touring malls around Malaysia where she also released a theme song for the SimplySiti products. SIti attracted the attention of viewers through TVC showing her walking into research labs leaving audince in suspense of what was actually going on when she first step into this industry. She manipulated audience and made them curious on getting to know what actually Siti was up to. Her promotional tagline was: “ Rahsiaku Kini Milikmu (It Used To Be My Secret, Now It's Yours)” 2.13 Positioning statement Since Malaysia is an Islamic country and most of its citizens are Muslims, a halal product is a must to have in the local market. Comparing with foreign brands,most perfumes are alcohol based and this is certainly unsuitable for Muslim womens. 5 CHAPTER 03 COMPANY TYPE Private INDUSTRY Cosmetics, personal care March 30, 2010; 6 years ago FOUNDED by Siti Nurhaliza HEADQUARTERS Kuala Lumpur, Malaysia Siti Nurhaliza (President), KEY PEOPLE Datuk Khalid Mohd Jiwa (Co-President), Datuk Normaziah Sheikh Mohamed, P.Y. Wong PRODUCTS Skincare, lipstick, make-up, perfume WEBSITE simplysiti.com.my 3.1 – Company Overview Simplysiti is basically a private company. A global research medical aesthetics company, and Sim- plySiti, a prestige beauty brand created under the Malaysia’s number one celebrity and beauty icon Dato’ Siti Nurhaliza, today is proud to announce the arrival and nationwide availability of SimplySiti Skin Care and Make-up products. he new skin care line is scientifically-designed and clinically-proven to complement select in-office cosmetic procedures while the make-up range explores the true sense of make-up and colour at its purest and most beautiful creation. 3.2 – Business Description Simplysiti’s business is basically personal care production business which consists of four products a. Skincare b. Lipstick c. Make-up d. Perfume They market their products into local and international markets such as Thailand, Vietnam and Indonesia. 3.3 – Company History Propelled in mid 2010, SimplySiti is Siti Nurhaliza's second endeavor to take an interest in a busi- ness industry after her first trial with her CTea arrived at a deadlock, and the generation of her marked tea was ceased in March to concentrate more on SimplySiti. With the assistance of her better half, Datuk Seri Khalid Mohd Jiwa and two others business accomplices, she wandered into the corrective business follow- ing two years of research with AC Nielsen to concentrate the market and target clients. The beauty care products are delivered in Korea with the fuse of nanotechnology. Before being discharged into the market, SimplySiti got Halal status from Jabatan Kemajuan Islam Malaysia (JAKIM) authorities who went to the industrial facility in Korea to review each part of the generation with strict controls to guarantee the items are Halal. A large number of the items, particularly her lipstick go discharged bear the names from her singles' and collections' titles. Advertising techniques incorporate accessibility of the items more than 200 Watsons, Guardian and Jusco outlets all through Malaysia, with its first booth at the JB Sentral in Johor Bahru and there are arrangements for elevating the items to Brunei, Indonesia, Singapore and Middle East nations. In July, Siti marked an agreement a British toiletries organization, Standard Soap for creating Sim- plySiti new items, for example, cleanser, hostile to perspirant and different toiletries for discharge in Febru- ary 2011, which could worth up to £5 million for the initial three to four years. A restricted gold version of SimplySiti items with her mark was discharged in late August particular- ly for Hari Raya Aidilfitri and after a month, another gathering
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