MKT 420 MARKETING CONCEPT

FOR SIMPLYSITI: EAU DE PARFUME

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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

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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

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MARKET DESCRIPTION

it used to be my secret, now it's yours.

TARGET MARKET

• Targeted to bring more customers from the middle class level

• Professionals (consumer market)• Students (consumer market)

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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.

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COMPETITIVE REVIEW

• ADIDAS : FIZZY ENERGY• Price: RM59.00• Features : – can be used by women only– a sparkling floral – 30 ml

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• BODY SHOP: NEROLI JASMIN• Price: RM69.00• Features: – an Oriental Floral fragrance for women– 30 ml

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• AVON: DIAMOND• Price: RM85.00• Features: – Eau de Perfume spray for woman.– 30 ml

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STRENGTHS AND WEAKNESSES

• Strengths - Suitable for men and women- Value pricing

• Weaknesses- Lack of brand awareness.

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OPPORTUNITIES AND THREAT ANALYSIS

• Opportunities - Increase demand- To increase brand awareness

• Threats - Competition

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MARKETING STRATEGIES

• Product and Service Strategy• Price Strategy• Promotion Strategy• Place (Distribution)

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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.

it used to be my secret, now it's yours.

PRICING STRATEGY

• Fixed price of RM69.90• Affordable to the targeted customer

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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.

it used to be my secret, now it's yours.

it used to be my secret, now it's yours.

PLACE OF DISTRIBUTION

• Supermarket: Tesco and Jaya Jusco• Pharmacies: Watson and Guardian• Channel One SimplySiti Eau de Perfume Customers• Channel TwoSimplySiti Eau de Perfume Others

Customers

it used to be my secret, now it's yours.

it used to be my secret, now it's yours.

THANK YOU

it used to be my secret, now it's yours.