assignment marketing
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SimplySiti is a medical aesthetics company that produces skin care and makeup products. It is launching a new perfume product, SimplySiti Eau de Perfume, to compete in the fragrance market. The marketing strategy targets Malaysian professionals and students aged 15-40 through affordable pricing, brand awareness campaigns, and distribution in pharmacies and supermarkets.
assignment marketing
- 1. MKT 420 MARKETING CONCEPT FOR SIMPLYSITI: EAU DE PARFUME it used to be my secret, now it's yours.
- 2. EXECUTIVE SUMMARY • Founded on early 2010 by famous singer Dato’ Siti Nurhaliza • A global research medical aesthetics company • Produces a line of SimplySiti skin care and make-up products • SimplySiti products are tested through human testimonials it used to be my secret, now it's yours.
- 3. CURRENT MARKETING SITUATION • SimplySiti lipstick range has become the most item being sold by the company • In 2012, SimplySiti has come out with a new product to compete in the market that is Eau de Parfume • Over 85 percent consumers in Malaysia use perfume in their daily life. • Competition: Avon and The Body Shop has gain their own followers and cover more than 30 percent of the market share it used to be my secret, now it's yours.
- 4. MARKET DESCRIPTION it used to be my secret, now it's yours.
- 5. TARGET MARKET • Targeted to bring more customers from the middle class level • Professionals (consumer market) • Students (consumer market) it used to be my secret, now it's yours.
- 6. MARKET SEGMENTATION • DEMOGRAPHIC • Age: 15 – 40 years old • Social class: Middle class level • Gender: Men and women • PHYCHOGRAPHIC SEGMENTATION • The information about the customers that are related to our business is mostly a true fan of Dato’ Siti Nurhaliza. it used to be my secret, now it's yours.
- 7. COMPETITIVE REVIEW • ADIDAS : FIZZY ENERGY • Price: RM59.00 • Features : – can be used by women only – a sparkling floral – 30 ml it used to be my secret, now it's yours.
- 8. • BODY SHOP: NEROLI JASMIN • Price: RM69.00 • Features: – an Oriental Floral fragrance for women – 30 ml it used to be my secret, now it's yours.
- 9. • AVON: DIAMOND • Price: RM85.00 • Features: – Eau de Perfume spray for woman. – 30 ml it used to be my secret, now it's yours.
- 10. STRENGTHS AND WEAKNESSES • Strengths - Suitable for men and women - Value pricing • Weaknesses - Lack of brand awareness. it used to be my secret, now it's yours.
- 11. OPPORTUNITIES AND THREAT ANALYSIS • Opportunities - Increase demand - To increase brand awareness • Threats - Competition it used to be my secret, now it's yours.
- 12. MARKETING STRATEGIES • Product and Service Strategy • Price Strategy • Promotion Strategy • Place (Distribution) it used to be my secret, now it's yours.
- 13. PRODUCT AND SERVICE STRATEGY • Focus on few aspects: • Product: The perfume (Pure, Precious, Memoire) • Quality: Made in France • Design: Same level with the high quality product • Brand Name: SimplySiti itself has developed into a well-known brand it used to be my secret, now it's yours.
- 14. it used to be my secret, now it's yours.
- 15. PRICING STRATEGY • Fixed price of RM69.90 • Affordable to the targeted customer it used to be my secret, now it's yours.
- 16. PROMOTION STRATEGY • Advertising : Create a story concept to introduce it range of perfume • Sales Promotion: Road show • Public Relations: Promoting indirectly with the production company it used to be my secret, now it's yours.
- 17. it used to be my secret, now it's yours.
- 18. it used to be my secret, now it's yours.
- 19. PLACE OF DISTRIBUTION • Supermarket: Tesco and Jaya Jusco • Pharmacies: Watson and Guardian • Channel One SimplySiti Eau de Perfume Customers • Channel Two SimplySiti Eau de Perfume Others Customers it used to be my secret, now it's yours.
- 20. it used to be my secret, now it's yours.
- 21. THANK YOU it used to be my secret, now it's yours.