New product proposals and corresponding marketing plans – TAR UMT
About Safi
SAFI was launched in 1985 with its range of fragrances, talcum and deodorants. The SAFI line of products is further
expanded with the introduction of skincare range. In 1999, SAFI product range sales went up when the brand
introduced its new packaging that oozes modernity and feminine. Today, SAFI brand portfolio comprising skincare,
toothpaste, shampoos, deodorants, talcum, and a selection of female personal care products.
Safi Toothpaste Background
The Malays are fond of enjoying galore of delicious food together. However, consuming too much sugary foods
may result in dental damages such as tooth decay, gum damage and bad breath. Understanding the needs of
modern Muslims, SAFI, No.1 Halal Brand in Malaysia has a range of micro-calcium toothpaste enriched with
Habbatus Sauda. It is an anti-bacterial property that helps to inhibit bacterial growth, the major cause of dental
cavity. The SAFI Micro Calcium Toothpaste range is also enriched with calcium, fibre, iron, potassium and protein
that are well identified for their healing and protective properties whilst strengthening the teeth twice as well as
fighting against cavities, gum damages and bad breath.
Available in the following size and price - 75g (RM2.80), 175g (RM5.40), 250g (RM6.90), SAFI Micro Calcium
Toothpaste range is available now at all major supermarkets, grocery stores, hypermarkets and pharmacies across
Malaysia.
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Safi Toothpaste Range and USP
Target Group
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Modern Malay housewife who would like to choose a Halal option of toothpaste for her entire family.
Holds true to their Malay beliefs and values: Halal, pure, safe and natural oral brand.
Simple in nature and nurturing towards their family
HH income: B40 (below RM5,000) primary, M40 (Rm5,001 – 10,000) secondary.
Competitors
SAFI competitors include – Colgate, Mukmin, Darlie, Fresh & White
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Market Overview – Nielsen’s Data
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The Category, Penetration, & Key Channels
Out of the total Malaysia population, it is almost 100% penetration of toothpaste users. The category reported to
value at 562 Million in 2016 with an incremental of 3% against prior year. Based on HAPC 2016 report, main key
channel for toothpaste are:
Ubat Gigi
Hypermarket
Supermarket
General Trade
Pharmacies
Market Share %
20%
45%
17%
18%
Safi's Share %
20%
17%
62%
1%
SWOT Analysis
Strengths
●​ SAFI toothpaste of being Halal, natural and safe remained strong in consumer’s mind.
●​ First mass market toothpaste that offers added benefit of Habbatus Sauda
Weaknesses
●​ Brand equity as a functional toothpaste is low. Consumer still perceive Safi as a basic toothpaste.
●​ In terms of advertising spend, other MNC have higher ATL budget.
Opportunity
●​ Consumer is trading down. Opportunities for Safi to capture consumers at its current price point.
●​ Safi share in supermarket is only 17% vs 45% market norm. Opportunity to grow the category in this
channel
Threats
●​ Toothpaste has been a matured market –competitors are constantly offering price off and banded pack
with GWP.
●​ Highly price elasticity industry especially on basic segment.
Purpose of Case Study
To expand the Safi user base by introducing a new product which addresses the challenges the brand face, and
what are the corresponding marketing plans to address those issues. Ideas on a new product can be either on:
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a)​ A new Safi toothpaste variant that would relate well with the target group. A variant with good flavor and
high performance while keeping the natural goodness which resonate well with Malay beliefs; OR
b)​ A new additional range to complement Safi’s oral care category that would strengthen the brand equity to
be as good as international brands.
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