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
1.2
1.3
1
2
2
Introduction
Problem Statement & Issues
Objectives and Aims
Chapter 2: Project Profile
3
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10
2.11
2.12
2.13
3
3
3
4
12
12
13
14
14
14
15
15
16
Product Name
Product Classification
Product Characteristic
Product Range
Distribution
Product Life Cycle
The Brand
Brand Image and Implication
Strength and Weakness
Advantage and Disadvantages
Unique Selling Proposition (USP)
Promotion History and Advertising Schedule
Positioning Statement
Chapter 3: The Company
17
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.11
3.12
17
18
18
20
26
27
27
28
28
28
28
29
Company Overview
Business Description
Company History
Key People
Location and Subsidiaries
Brands, Major Products and Services
Corporate Vision
Corporate Mission
Company’s Current Promotional Strategy
Products Sales’ History
Current Marketing Objective
Media Expenditure
Chapter 4: Consumers and Stakeholders
30
4.1
4.2
30
31
Current Consumer’s Characteristic
Stakeholder’s Characteristics
Chapter 5: Industry and Marketplace
32
5.1
5.2
32
33
The Industry
The Marketplace
Chapter 6: Competitive Situation
35
6.1
6.2
6.3
35
38
39
Direct Competitors
Indirect Competitors
Some of the other skin care product Competitors
Chapter 7: SWOT Analysis
40
7.1
7.2
7.3
7.4
40
40
40
40
Strength
Weakness
Opportunities
Threats
Chapter 8: Strategic Target Audience
41
8.1
8.2
41
42
Proposed Primary Target Audience
Proposed Secondary Target Audience
Chapter 9: Research and Development
43
9.1
9.2
9.3
9.4
43
44
46
52
Marketplace Research
Market Observation
Online Survey
Interview
Chapter 10: Precedent Studies
54
10.1 Advertising Strategy
10.2 Precedent Studies
54
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
1.3
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.
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

2.2
Product Classification

2.3
SAFI BALQIS Perfect 10
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.
Product Characteristics



1.
2.
Type : Skin Care Product
Packaging : Simple and clean with open lid and twist cap bottle
Skin Care Product Range :
SAFI BALQIS Perfect 10 Cleanser & Toner: Cleanse with gentle and protect skin
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 :
100 ml
Benefits :
 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 :
40 g
Benefits :
 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 :
100 g
Benefits :
 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 :
40 g
Benefits :
 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 :
20 g
Benefits :
 Contains Nano BioWhite.
Price :
20 g – RM 19.90
6) SAFI BALQIS Perfect 10 Facial Cleanser
 Whitening and cleanse skin.
Unit of Sale :
50 g & 100 g
Benefits :
 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 :
50 g & 100 g
Benefits :
 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.
Unit of Sale :
100 g
Benefits :
 Contains Nano BioWhite
and water-based ingredients.
Price :
100 g – RM 11.40
9) SAFI BALQIS Perfect 10 Toner
 Cleanse and omit dirt and restore fresh skin.
Unit of Sale :
100 ml
Benefits :
 Contains water-based
Ingredients.
Price :
100 ml – RM 8.20
10) SAFI BALQIS Perfect 10 Serum
 Effectively brighten skin.
Unit of Sale :
20 ml
Benefits :
 Contains Nano BioWhite
and water-based ingredients.
Price :
20 ml – RM 25.90
11) SAFI BALQIS Perfect 10 Moisturising Day Cream SPF 15
 Contain UV extra protection and protect skin more effectively.
Unit of Sale :
45 g
Benefits :
 Contains Nano BioWhite.
Price :
45 g – RM 18.50
12) SAFI BALQIS Perfect 10 Moisturising Night Cream
 Help brighten skin cells process more intensively.
Unit of Sale :
45 g
Benefits :
 Contains Nano BioWhite.
Price :
45 g – RM18.50
13) SAFI BALQIS Perfect 10 Eye Contour Cream
 Reduce dark circle under eye.
Unit of Sale :
15 g
Benefits :
 Contains Nano BioWhite
and water-based ingredients.
Price :
15 g – RM 12.90
14) SAFI BALQIS Perfect 10 Beauty Cream
 Brighten and whiten skin.
Unit of Sale :
16 g
Benefits :
 Contains Nano BioWhite.
Price :
16 g – RM 7.90
2.5
Distribution
SAFI BALQIS Perfect 10 products are distributed in both mode distribution; direct and
indirect. Distribution in direct method will be through from telephone from the company itself.
On the other hand, indirect method covers through reseller, agent, retail outlets, pharmacies,
supermarkets and hypermarkets nationwide.
2.6
Product Life Cycle
2.7
The Brand
The SAFI BALQIS Perfect 10 product 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, SAFI RANIA DIAMOND and SAFI RANIA GOLD. 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 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.
2.8
Brand Image and Implication
The desired brand image is for consumers to be able to experience and use halal skin
care product at affordable price and make daily life use to its consumers. The brand has a high
value and there is a very little of brand awareness for its products. Updating ineffective
marketing strategy have been implemented for further research and analysis on the brand
image and reputation, and enable the company to address any potential issues. SAFI BALQIS
Perfect 10 brand image of selling halal skin care product need to be implicated in the mind of
the consumers as their purchasing decision are not just affected the product but also by the
images and identification associated with the product itself.
2.9
Strength and Weakness
Strength:





The first halal skin care product in Malaysia
100% halal ingredients
Attractive packaging
Affordable
Specially formulated to provide the necessary nutrients for healthy skin
Contains Vitamins B3, C and E
Weakness:


2.10
Lack of brand awareness among the consumers
Less variety of color packaging
Advantages and Disadvantages
Advantages:



Portable due to the type of packaging and size
Avoid usage of materials that are harmful to the skin
Rich in Vitamins B3 and C
Disadvantages:


2.11
Customers might purchase other brand products
Too many competitors in the industry
Unique Selling Proposition (USP)
SAFI BALQIS Perfect 10 is the top halal skin care product in Malaysia with halal
ingredients proof on its packaging and formulated with necessary nutrients for healthy skin.
2.12
Promotional History and Advertising Schedule
SAFI BALQIS Perfect 10 promotional activities focus on giving consumers the best deals
for their skin care product which mostly conducted through the Web, TVC, Facebook page and
also on Ground Activities.




2.13
SAFI BALQIS Perfect 10 Magazine. It was released in December 2010.
SAFI BALQIS Kliq!2 contest.
Safi Aidilfitri contest.
SAFI BALQIS Perfect 10 appointed Malaysian singer Shila Amzah as its ambassador.
Positioning Statement
SAFI BALQIS Perfect 10 is a well-known brand that holds prominent position in the
Watson, Guardian, pharmacies, supermarkets and hypermarkets nationwide which has
consistently delivered a very high quality innovative product that is skin care.
Chapter 3
The Company
Chapter 3: The Company
3.1
Company Overview
Safi is owned by WIPRO UNZA’s Sdn Bhd, as a company founded and based in Asia,
WIPRO UNZA's marketing focus is directly aimed at meeting the needs of Asian consumers. This
is at the heart of all its product and brand development. WIPRO UNZA has built a portfolio of 33
brands supporting over 275 products in 1,500 packaging formats that are sold in over 36
countries. This portfolio includes established, developing and newly launched brands each
carefully addressing specific consumer needs. WIPRO UNZA is able to offer an exciting array of
brands and products in the major product categories of the personal care market, and the
household market.
The major categories of the personal care market that WIPRO UNZA is in, are skin care,
hair care, body care, children's toiletries, female fragrances and male fragrances. WIPRO
UNZA's leading brands include ENCHANTEUR, SAFI, EVERSOFT, ROMANO, IZZI, SUMBER AYU in
the personal care products market and, VIGOR and MAXKLEEN in the household products
market. To explore WIPRO UNZA's portfolio of brands, use the Brands Scroller on the right and
select any of the brands you wish to know more about.
3.2
Business Description
The Wipro Unza Group is amongst the largest personal care product companies in South
East Asia. It currently operates across Asia and Africa, with significant presence in Malaysia,
Indonesia, Vietnam, China, Hong Kong, Singapore, the Middle East and Nigeria. It has 5 factories
located in Malaysia (2 factories), Vietnam, China and Indonesia. These factories manufacture
90% of the products marketed by the Wipro Unza Group. The Malaysian operations which is
currently the 2nd largest personal care product company is also the largest within the Wipro
Unza group, with a manpower base of over 2000 employees.
WIPRO UNZA, is part of Wipro Consumer Care & Lighting, the FMCG arm of Wipro
Group, which is among the top 10 Information Technology companies in the world and among
the best employers in Asia. The Wipro group has posted revenues of greater than 7 Bn+USD
and it is a Fortune 1000 company and has more than 122,000 employees across over 50
countries.
The Wipro Unza Group manufactures and markets a comprehensive range of personal
care products, principally skincare, haircare, talcum powder, deodorants, shower and cleansing
products and fragrance, and household detergents and other cleaning products. These are
marketed under well known brand names like ENCHANTEUR, EVERSOFT, SAFI, SKNIZ, SUMBER
AYU, IZZI, ROMANO, DASHING, MAXKLEEN and VIGOR 33.
At WIPRO UNZA, we seek to build a workplace that is safe, professional, and
supportive of teamwork and trust. Everyone who works for WIPRO UNZA contributes to our
success and creating a distinctive company. Working together, drawing from our diverse talents
and perspective, we will stimulate new and creative opportunities for our business.
3.3
Company History
Since 1980 the UNZA Group has successfully built a wide portfolio of brands for the
personal care and household products markets of Asia. Headquartered in Singapore, the Group
manufactures and markets leading brands across 36 territories within South East Asia, Greater
China and beyond. UNZA has some 48 brands, with more than 275 products, in ove 1,500
packaging formats. UNZA’s leading brands include ENCHANTEUR, SAFI, EVERSOFT and ROMANO
in the personal care products market and VIGOR and MAXKLEEN in the household products
market. Many UNZA products enjoy positions of market leadership due to the fact that its
brands are specifically designed and crated with the Asian consumer in mind.
The UNZA Group is led by an experienced, professional management team, who are
supported by a dedicated multinational workforce of over 4,000 employees comprising 15
different nationalities. To ensure product quality, consistency and flexibility of supply, UNZA
manufactures nearly 90% of its products in its own factories located in Malaysia, Vietnam.
China, and Indonesia. These products are sold through an estimated 58,000 retail outlets in
South East Asia and Greater China. Outside of these core markets, UNZA exports products to
third-party importers and distributors, principally in the Indian Sub-continent, the Middle East
and Africa.
3.4
Key People
Wipro Board of Directors
Photo
Name
Azim H. Premji
Position
Chairman
T K Kurien
Executive Directors
(CEO & Executive Director, WIPro Ltd)
Suresh C Senapaty
Executive Directors
(Executive Director & Chief Finance
Officer)
Dr. Ashok S. Ganguly
Independent Directors
B.C. Prabhakar
Independent Directors
Dr. Henning Kagermann
Independent Directors
Photo
Name
Dr. Jagdish N. Sheth
Position
Independent Directors
M.K. Sharma
Independent Directors
Narayanan Vaghul
Independent Directors
Priya Mohan Sinha
Independent Directors
Shyam Saran
Independent Directors
Vyomesh Joshi
Independent Directors
William Arthur Owens
Independent Directors
Corporate Executive Council
Photo
Name
Azim H. Premji
Position
Chairman
T K Kurien
CEO & Executive Director, WIPro Ltd
Suresh C Senapaty
Executive Director & Chief Finance
Officer
Pratik Kumar
Executive Vice President, Human
Resources, Wipro Ltd.
Anurag Behar
Chief Sustainability Officer, Wipro Ltd.
Vineet Agrawal
President, Wipro Consumer Care and
Lighting
Management Team
Photo
Name
T K Kurien
Position
Chef Executive Officer – IT Business
(CEO & Executive Director, Wipro Ltd.)
Anand Padmanabhan
Business Units
(Sr. Vice President, Energy, Natural
Resources & Utilities)
Ayan Murkerji
Business Units
(Sr. Vice President, Media & Telecom)
N S Bala
Business Units
(Sr. Vice President, Manufacturing & HiTech)
Sangita Singh
Business Units
(Sr. Vice President, Healthcare & Life
Sciences)
Soumitro Ghosh
Business Units
(Sr. Vice President, Finance Solutions)
Srini Pallia
Business Units
(Sr. Vice President, Global Head – Retail,
Consumer Goods, Transportations &
Govt. Business Unit)
Photo
Name
Position
Anand Sankaran
Service Lines & Business Divisions
(Sr. Vice President – Wipro Infotech and
Global Infrastructure Services)
K. R. Sanjiv
Business Units
(Sr. Vice President, Analytics &
Information Management Services)
Monaj Punja
Business Units
(Sr. Vice President, Wipro BPO)
G. K. Prasanna
Business Units & Business Divisions
(Sr. Vice President, Product Engineering
Solutions EcoEnergy)
Shaji Farooq
Business Units
(Sr. Vice President, Advanced
Technologies and Go-to-Market
Transformation)
Rajat Mathur
Sales and Operations
(Chief Sales & Operations Officer GrowthMarkets)
Alexis Samuel
Function
(Chief Process Officer, Wipro Ltd.)
Photo
Name
Position
Dr. Anurag Srivastava
Function
(Sr. Vice President, Chief Technology
Officer)
Bhanumurthy B. M.
Function
(Chief Business Operations Officer)
Inderpreet Sawhney
Function
(Sr. Vice President & General Counsel,
Wipro Ltd.)
Jatin Dalal
Function
(Sr. Vice President, Product Engineering
Solutions EcoEnergy)
Ravi Kiran Vadapally
Function
(Chief Risk Officer, Wipro Ltd.)
Rishad Premji
Function
(Chief Strategy Officer)
Satishchandra D
Function
(Sr. Vice President – Global
Transformation)
Photo
3.5
Name
Saurabh Govil
Position
Function
(Sr. Vice President – Human Resources)
Location and Subsidiaries
Malaysia
Tel:
Fax:
Email:
Operating Hour:
+603-5631 5588
+603-5631 1778
malaysia@wipro-unza.com
9.00 AM – 5.00 PM
Mailing Address:
WIPRO UNZA (Malaysia) Sdn. Bhd.
No. 7 Persiaran Subang Permai
Taman Perindustrian Subang
47610 Subang Jaya,
Selangor, Malaysia.
Singapore
Tel:
Fax:
Email:
(65) 67325611
(65) 67323230
info@wipro-unza.com
Mailing Address:
WIPRO UNZA Company Pte Ltd (Singapore Operations)
163 Penang Road
#04-01 Winsland House II
Singapore 238463
Where to find:







3.6
Giant hypermarket and supermarkets
Tesco hypermarkets
Carrefour hypermarkets
Jaya Jusco
The Store supermarkets
Pharmacy chain eg. Guardian, Watson
Independent pharmacies
Brands, Major Products and Services
Safi is owned by WIPRO UNZA’s Sdn Bhd, a company founded and based in Asia, WIPRO
UNZA's marketing focus is directly aimed at meeting the needs of Asian consumers. SAFI BALQIS
Perfect 10 is one of the Safi products which focusing on the skin cares. Below are the
company’s brand and line production:

Brands
Safi

Products
SAFI BALQIS Perfect 10

Services
Delivery services by phone and fax:
Phone: +603-5631 5588
Fax: +603-5631 1880
3.7
Corporate Vision


To become South East Asia's leading manufacturer and marketers of personal care
products.
Bringing Asian focused brands to millions of Asian consumers.
3.8
Corporate Mission


3.9
To attain a position of selective prominence in the household and personal care markets
across Asia as a marketer of high quality and innovative brands.
Enhance the lifestyle of our consumers which provide a good return on investment for
our shareholders and allow our employees to realise their personal ambitions.
Company’s Current Promotional Strategy
Through Push & Pull Strategy such as advertising, brand ambassadors, fairs and roadshows,
consumer promotions, box sets for regimen purchase, in-store visibility and others.
3.10
Product Sales’ History
The company doesn't provide the information since it's private and confidential.
3.11
Current Marketing Objective
Safi marketing objective is to promote usage of SAFI BALQIS Perfect 10 skin care product as the
better solution and promote public awareness.
Long Term



To be the leading halal skin care product in Malaysia
To be the best halal skin care product
To further penetrate halal skin care product both in local and global term
Short Term



To strengthen and enhance brand identity as well as brand awareness to achieve brand
loyalty among customers
To utilize every possible medium of mass media in advertising activities to reach a wide
range of audience
To exceed sales expectation and sustain a greater growth yearly
3.12
Media Expenditure
As a skin product company which has many competitors in the market, brand
awareness is very low due to less promotional activities of the brand and lack of promotional
advertising. At the moment, media expenditure is focused between small-scale and big-scale
advertising involving print media such as newspapers, magazines as well as online promotion
through website and Facebook page and blog reviews as a strategy to attract the customers.
Chapter 4
Consumers and Stakeholders
Chapter 4: Consumer and Stakeholder
4.1
Currents Consumers’ Characteristics
4.1.1
4.1.2
Demographics



Age
Gender
Education




Occupation
Income range
Race & Ethnicity
Geographical location
: 18 - 29
: Female
: College student, post
graduated to tertiary
: Students to working adult
: RM1500 and above
: All races
: Urban and Sub-Urban
Psychographics

Perception

Learning

Motivation & needs

Attitude & personality

Lifestyle
: Stay feminine and hold religious
believes
: Learning through print media,
digital media and other
: Looking for affordable skin
care product
: Willing to try products,
confident, passion, conscious
about the use of chemical in
skin care products
: Healthy, modern, active and
social
4.2
Stakeholder Characteristics
4.2.1 Primary
 Directors
Managing company development and act as representatives of the stakeholders
to handle corporate management related policies and make major decisions on
company future objectives.
 Shareholders
Invest money for the company’s growth and share its profit.
 Employees
Contribute man-power diligently by carrying out their respective roles in the
company’s growth.
 Consumers
Provide good quality products to ensure non negative from them such as the
very important contributors as they also has the reason to keep the company
alive by purchasing their products and staying loyal to the brand. All the
feedback or suggestion from them concerning the products can help to improve
the quality of the products.
 Supplier
Supply important resources in ensuring product continuity with respect to
delivery time, quality and dependability.
4.2.2 Secondary
 Distributors
Distributes the products to the customers
 Media
Help the company promote their brand and product publicity.
 Banks
The company source of financial funding and provide loans when business
growing as well as to assist in financial matters.
Chapter 5
Industry and Marketplace
Chapter 5: Industry and Marketplace
5.1
The Industry
5.1.1 Definition of the Industry
Beauty and skin care products are part of important daily needs for millions of people
with thousands of companies involved in their development, production and distribution roles.
Pharmaceuticals in the skin care industry are one of the biggest sectors in the world market
concerning the manufacturing of consumer products used for personal care and hygiene. This
industry covers a wide aspect of retail business in the world as a large share of market consists
of different market segments. Hence, it also boosts or increases the economic growth as there
are many players offer the same product in the market segment.
5.1.2
Shape of Industry
Growth in this market is on increasing trend with more products and competitors
entering the market. The culture of focusing on personal care and skin care has emerged
globally with the developments in science and technology on pharmaceutical. In Malaysia,
personal care and skin care still performed very well due to increase in personal care. The
number of people interested in skin care has increased in 2010. However, increasingly hectic
lifestyles among urbanites encouraged companies to introduce more easy-to-use or fast-toapply products. Consumers of skin care products tend to be brand loyal and share their
experiences with their friends.
Sales were sustainable by the increasing urbanization, a rise in the number of women
working and direct marketing and promotional activities of the retailers. From awareness of
products made in China to safety issues generally, there is a rising trend of consumers seeking
out products that do not contain harmful chemicals or are produced naturally with safety
certification. Although naturally-positioned products have been growing for some time in
Western countries, the trend has recently emerged in Asian countries, with a slower rate in
Malaysia. This has given an opportunity for players to penetrate an opportunity area while
suppliers of natural or organic ingredients also benefited from the increasing trend.
From the surveys and numbers recorded, the skin care products is increasing in
Malaysia and according to the research on the Internet, many efforts are done by creating
awareness campaigns for the consumers. Despite the effort done, the numbers are still
increasing from the age between 18 – 29 years old Malaysian. The sales of skin care products is
increasing according to the market growth and there is a possibility new skin care products are
entering the market segment in the near future.
5.1.3 Development of the Industry
The global skin care industry had a strong growth in 2010. The skin care products
industry boasts roughly 100 companies that produce combined annual revenue of more than
$1 billion. The 50 largest companies generate almost 50% of the entire revenue. Still, the
market will bear competition from small companies that can offer more specialized product to
a particular niche market.
Packaging designers must constantly create innovations to attract consumer in a
constantly evolving and highly competitive market. Keeping ahead of the competition by
bringing new and exciting products to the market and at the necessary level of quality, presents
a major revolution challenge.
Most of the skin care companies create product variant to generate more revenue and
to attract more customers. However, the increasing growth of skin care products in the market,
new competitors will have an advantage and most likely attract more customers which cause
the shrinking of other major skin care products. In order to fight other major skin care products,
the companies have to establish a root to begin with to ensure the brand stay in the market
segment.
5.2
The Marketplace
5.2.1 Current condition of the Marketplace
Nowadays, there are many skin care products in the market. The market of SAFI BALQIS
Perfect 10 currently is increasing performance comparable with others products in Malaysia. At
the moment, SAFI BALQIS Perfect 10 targets in recruiting base audience and slowly gaining
attracted sales share in the market.
5.2.2 Charges in Marketplace
Positive :

More competitors in the market and uniquely stand out from the rest of the
competition.
Negative :

More competition in the market and limited selections in the product line has lead
other competitors an advantage.
Chapter 6
Competitive Situation
Chapter 6: Competitive Situation
6.1
Direct Competitors
6.1.1
Garnier
Figure 6.1.1 (a) Garnier
Garnier is a mass market cosmetics brand of L'Oréal that produces hair care and skin
care products. The company started as Laboratoires Garnier in 1904, and was acquired
by L'Oréal in the 1970s. Current product lines include Fructis shampoos and
conditioners, and Nutrisse hair color. Garnier is sold in numerous countries wordwide,
with specific product lines targeted for different skin types and cultures. In 2011,
Garnier partnered with TerraCycle to promote upcycling of product containers and the
introduction of biodegradable products.
Market Share: 26%
Strength: Wide range of product brand
Product Range: UltraLift Pro, Retinol, Pure Active, Vital Restore and others
Price: RM6.00 – RM20.00
Unit of sales: Per bottles
Positioning: Garnier offers a wide range of product for skin care customers
Advertising Campaign: Television commercials and promotions
6.1.2 Clean & Clear
Figure 6.1.2 (b) Clean & Clear
Clean & Clear is a line of dermatology products owned by Johnson & Johnson. The brand
was originally developed by Revlon as a line of sensitive skin personal care items in
1957. The "Clean & Clear" name was based on products that contained no fragrance or
dyes, and left no residue after rinsing. In 1991, Revlon sold Clean & Clear to Johnson &
Johnson. Their primary focus is on skincare of young women but has extended their
range to include products treating a wider range of conditions, recently launching a line
of products "SOFT" focused on facial moisturizing. Clean & Clear is currently available in
46 countries.
Market Share: 8%
Strength: Wide range of product brand
Product Range: Deep Action, Active Clear, Clear Fairness and others
Price: RM6.00 – RM20.00
Unit of sales: Per bottles
Positioning: Clean & Clear offers a wide range of product especially for young adults
Advertising Campaign: Television commercials and promotions
6.1.3 L’Oreal
Figure 6.1.3 (c) L’Oreal
The L'Oreal Group is the world's largest cosmetics and beauty company. With its
registered office in Paris and head office in the Paris suburb of Clichy, Hauts-deSeine,France, it has developed activities in the field of cosmetics. Concentrating on hair
colour, skin care, sun protection, make-up, perfumes and hair care,the company is
active in thedermatological, tissueengineering and pharmaceutical fields and is the
topnanotechnology patent-holder in the United States.
Market Share: 19%
Strength: Wide range of product brand
Product Range: L’Oreal Paris, L’Oreal Luxe and others
Price: RM6.00 – RM20.00
Unit of sales: Per bottles
Positioning: L’Oreal offers a wide range of product for female consumers
Advertising Campaign: Television commercials and promotions
6.2
Indirect Competitors
6.2.1 Johnson & Johnson
Figure 6.2.1 (a) Johnson & Johnson
Johnson & Johnson is an American multinational medical, pharmaceutical and consumer
packaged goods manufacturer founded in 1886. Johnson & Johnson's brands include
numerous household names of medications and first aid supplies. Among its well-known
consumer products are the Band-Aid Brand line of bandages, Tylenol medications,
Johnson's baby products, Neutrogena skin and beauty products, Clean & Clear facial
wash and Acuvue contact lenses.
Market Share: 27%
Strength: Wide range of product brand
Product Range: Johnson Baby powder, Johnson Baby Lotion and others
Price: RM6.00 – RM20.00
Unit of sales: Per bottles
Positioning: Johnson & Johnson offers products for all categories of consumers
Advertising Campaign: Promotions and advertising
6.3
Some of the other skin care products Competitors
SK-II
Nivea
Biore
Cosmoderm
SimplySiti
Chapter 7
SWOT Analysis
Chapter 7: SWOT Analysis
7.1
Strengths






7.2
Weakness


7.3
Lack of brand awareness among the consumers
Less variety of color packaging
Opportunity



7.4
The first halal skin product in Malaysia
100% natural ingredients
Affordable
No animal-based ingredients
Contains Vitamin B3, C and E
Specially formulated to provide the necessary nutrients for healthy skin
Current young adult are exposed to health conscious
Females care a lot about their appearances and beauty life
The market is growing from the beginning and makes a lot of desire
Threats


Some consumers choose other skin care products because of attractive packaging
or promotion
Higher product competitor in essence skin care product
Chapter 8
Strategic Target Audience
Chapter 8: Strategic Target Audience
8.1
Proposed Primary Target Audience
8.1.1
8.1.2
Demographics



Age
Gender
Education




Occupation
Income range
Race & Ethnicity
Geographical location
: 18 - 30
: Female
: College student, post
graduated to tertiary
: Students to working adult
: RM1500 – RM5000
: All races
: Urban and Sub-Urban
Psychographics


Perception
Learning

Motivation & needs

Attitude & personality

Lifestyle
: Refreshing and natural
: Learning through print media,
digital media and other
: Looking for affordable skin
care product
: Willing to try products,
confident, passion, conscious
about the use of chemical in
skin care products
: Healthy, modern, active and
social
8.2
Proposed Secondary Target Audience
8.2.1







8.2.2
Demographics
Age
Gender
Education
Occupation
Income range
Race & Ethnicity
Geographical location
: 25 - 45
: Female
: Post graduated to tertiary
: Working adults
: RM1500 – RM5000
: All races
: Urban and Sub-Urban
Psychographics


Perception
Learning

Motivation & needs

Attitude & personality

Lifestyle
: Cheaper alternative
: Learning through print media,
digital media and other
: Looking for affordable skin
care product
: Willing to try products,
confident, passion, conscious
about the use of chemical in
skin care products
: Healthy, modern, active and
social
Chapter 9
Research and Development
Chapter 9: Research Development
9.1
Marketplace Research
9.1.1 Retailers Visit
In order to gather more information regarding the brand, products and price placement
in comparison with its competitors, I had visited a few pharmacies stores in hypermarkets that
display SAFI BALQIS product. Through physical observation, I am able to acquire product
information on the product displayed and do some small interview with the Guardian staff at
the Guardian Selayang Mall, Selayang.
Figure 9.1.1 (a) Guardian pharmacies
9.2
Market Observation
Over the weekend, Watson’s and Guardian at Alamanda, Putrajaya, Giant Batu Caves and
Selayang Mall, Selayang has continous walk-in customers but there is only a small number of
individuals and group of family and friends who stop by at the products display and purchased
the products in the end. Below are the findings of my observation at the pharmacy:
Place : Guardian Alamanda, Putrajaya
Time : From 11.00 AM to 2.00 PM
Date : 6 July 2013
Time
Check out
product
Purchase
product
11.00 AM – 12.00 PM
4
12.00 PM – 1.00 PM
7
1.00 PM – 2.00 PM
8
1
2
4
11.00 AM – 12.00 PM
3
12.00 PM – 1.00 PM
6
1.00 PM – 2.00 PM
8
0
2
3
Total number of customer who check out product : 19
Total number of customer purchase product
:7
Place : Watson’s Alamanda, Putrajaya
Time : From 11.00 AM to 2.00 PM
Date : 6 July 2013
Time
Check out
product
Purchase
product
Total number of customer who check out product : 17
Total number of customer purchase product
:5
Place
Time
Date
: Guardian Giant, Batu Caves
: From 12.00 PM to 3.00 PM
: 13 July 2013
Time
Check out
product
Purchase
product
12.00 PM – 1.00 PM
6
1.00 PM – 2.00 PM
8
2.00 PM – 3.00 PM
9
4
5
3
Total number of customer who check out product
Total number of customer purchase product
Place
Time
Date
: 23
: 12
: Guardian Selayang Mall, Selayang
: From 1.00 PM to 4.00 PM
: 14 July 2013
Time
Check out
product
Purchase
product
1.00 PM – 2.00 PM
5
2.00 PM – 3.00 PM
8
3.00 PM – 4.00 PM
9
1
0
5
Total number of customer who check out product
Total number of customer purchase product
: 22
:6
Most customers are attracted to the eye-catching where the brand SAFI BALQIS Perfect 10 has
appointed singer, Shila Amzah, as the ambassador who will front its advertising campaign which
includes television, newspapers, magazines, billboards and in-stores but for SAFI BALQIS Perfect
10 products, it’s not too stand out compare to SAFI RANIA DIAMOND which product used by
the Malaysia artist, Rozita Che Wan. Mostly the customers who have purchased the products
are aged between teenagers around 18 and above and workers.
9.3
Online Survey
125 responses
Summary See complete responses
People may select more than one checkbox, so percentages may add up to more than 100%.
People may select more than one checkbox, so percentages may add up to more than 100%.
Number of daily responses
9.4
Interview
Before the interview, I called Cathy Chew, Senior Marketing Manager of Wipro Unza
(Malaysia) Sdn Bhd to obtain information that cannot be search from the Internet. After
the call, she requires me to email her the details of the incomplete information that I
needed for this research project.
Chapter 10
Precedent Studies
Chapter 10: Precedent Studies
10.1
Advertising Strategies
Figure 10.1 a) SAFI BALQIS Perfect 10 Promotions
Figure 10.1 b) P.O.P SAFI BALQIS Perfect 10
Figure 10.1 c) SAFI BALQIS Perfect 10 Contest
Safi Balqis Perfect 10 feat. Shila Amzah & Sharnaaz Ahmad
Safi Balqis Perfect 10 feat. Anzalna Nasir
SAFI MIRACLE GEL
Figure 10.1 d) SAFI BALQIS Perfect 10 TVC’s
10.2
Precedent Studies
Chapter 11
References
Chapter 11: References
Safi Official website
http://www.safi.com.my/web-en/
Safi Facebook Page
https://www.facebook.com/SAFI.MY?fref=ts
Safi Balqis Perfect 10 Facebook Page
https://www.facebook.com/pages/Safi-Balqis-Perfect-10/333729630004492?fref=ts
WIPRO UNZA Malaysia Official Website
http://www.wipro-unza.com/my/index.html
WIPRO Website
http://www.wipro.com/about-wipro/Wipro-Leadership-Team/
Garnier
http://en.wikipedia.org/wiki/Garnier
Clean & Clear
http://en.wikipedia.org/wiki/Clean_%26_Clear
L’Oreal
http://en.wikipedia.org/wiki/L'Or%C3%A9al
Johnson & Johnson
https://en.wikipedia.org/wiki/Johnson_%26_Johnson
Youtube (SAFI BALQIS Perfect 10 TVC’s)
https://www.youtube.com/watch?v=i6ma9vDIhbA
https://www.youtube.com/watch?v=2tqp3Sxslks
https://www.youtube.com/watch?v=KlJ4qr6A5ZM
http://marketingpractice.blogspot.com/2008/08/clean-care-clean-clear-and-confident.html
http://www.theedgemalaysia.com/business-news/221381-loreal-sees-opportunity-in-malaysias-multiethnicity.html
http://www.feliciabeautyshop.com/goods.php?id=438
http://www.nst.com.my/streets/central/products-to-protect-brighten-skin-1.170625
http://www.fmm.org.my/member_detail.aspx?memberid=db35d8b1-f5c0-4bfb-a0be-cd17082d64f3
http://www.jobstreet.com.my/jobs/2013/5/u/10/1942683.htm?fr=R
http://www.halalexporter.com/listing/wipro-unza-malaysia-sdn-bhd.html
http://mamakembar3.blogspot.com/2011/03/safi-rania-gold-yang-best.html
http://princess-truth.blogspot.com/2010/12/all-new-safi-balqis-perfect-10.html
http://www.nst.com.my/streets/central/products-to-protect-brighten-skin-1.170625
http://www.btimes.com.my/Current_News/BTIMES/articles/jrsafi/Article/
http://bsl.kdu.edu.my/business/images/stories/career/280311-Unza-Fresh-Graduate.pdf
http://globaladsource.com/ad.htm?dataId=5048693
http://akhbar-kosmo.blogspot.com/2012_12_17_archive.html
http://www.studymode.com/essays/Empirical-Research-1338752.html
http://www.coloribus.com/adsarchive/promo-casestudy/skincare-products-clean-skin-clear-screen15470455/
http://www.researchandmarkets.com/reports/1496775/johnson_and_johnson_market_share_analysis
Chapter 12
Appendices