1.0 EXECUTIVE SUMMARY
This marketing plan consists of the whole planning for launching our new product which is Safi For Men. Safi For Men concern of the men consumers who really care about their appearance or well known as metrosexual guys. In this marketing plan, we provide the information included the company description, strategic focus and plan, SWOT analysis, industry analysis, competitor analysis, consumer analysis, product-market focus, marketing program as well as marketing budget planning. In the end of this marketing plan, we provide a few pictures of our new products as the appendices.
2.0 COMPANY DESCRIPTION
Safi was founded in 2011 started to lead the Halal brand which consists of a unique and comprehensive range of skincare, personal care and toiletry products developed exclusively to meet the needs of modern Muslim women and men. Made with the finest natural ingredients that conform to Syarak requirements and certified HALAL by a stringent independent body – JABATAN KEMAJUAN ISLAM MALAYSIA (JAKIM), SAFI is firmly steeped in Muslims traditions with products that are alcohol and gluten-free.
Safi is manufactured in ISO and “Good Manufacturing Practice” (GMP) certified production facilities. Safi endeavours to provide the best quality products to meet the growing needs of our consumers. To ensure product quality, consistency and flexibility of supply, Safi are manufactured 100% in factories located in Malaysia. All Safi’s products conform to international standards, including Federal Drug Authority (FDA), European Economic Community (EEC)/COLIPA, the British Pharmacopoeia (BP), Cosmetics, Toiletries & Fragrance Association (CTFA).
Safi had succeeded in marketing their products include skin care and personal care such as toothpaste and fragrance. The latest one is Safi Shayla which targeted to female consumer who are wearing scarves.
3.0 STRATEGIC FOCUS AND PLAN
3.1 – MISSION
A leading brand of Wipro Unza (Malaysia) Sdn. Bhd.
No. 1 Halal Brand in Malaysia
Specific focus on the Malay/Muslim consumers
3.2 – GOALS
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
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 awide range of audience To exceed sales expectation and sustain a greater growth yearly
3.3 – CORE COMPETENCY AND SUSTAINABLE COMPETITIVE ADVANTAGE
The strategy for Safi is appeal to a target group who are looking for Halal personalcare products, and give them the best their money can buy in terms of an overall brand experience. Safi also is the market leader in Halal personal care market who’s targeting of Malay/Muslim consumer. Therefore, it depends to Safi to set the benchmark of innovation and market expansion.
4.0 SITUATION ANALYSIS
4.1 – SWOT ANALYSIS
The first halal skin product in Malaysia
100% natural ingredients
Small capital compared to the competitors
Less consumer awareness and consumer adoption towards other products such as personal care (shampoo, deodorant and toothpaste)
Emerging market in Halal cosmetics
High growth market
Beauty concern lifestyle
A lot of competitors who offered almost the same function for each product The competitor’s price which is too high compare to Safi’s products which lead to perceived quality and product comparison
4.2 – INDUSTRY ANALYSIS: TRENDS IN SKIN CARE AND PERSONAL CARE PRODUCTS IN MALE MARKET
According to Barker (2013), the worldwide skin care market grew from $1577.8 million in 2007 to 2737.4 million in 2012. The market is being driven by consumers in the Asia-Pacific region, which accounted as much as $1623. 1 million in 2012. Overall the industry has more than double in size since 2007. This gives the opportunity to Safi in to enter the men’s market. Tyrimou (2014) report that the sun care collection has an average growth of 15% over past five years.
This will give opportunities to Safi in producing products for sun care since the average growth is quite high for the past five years. According to Sarah (2009), the vitamins in camel’s milk is higher compare to goat milks. In contrast, goat’s milk contains higher calcium in its component. Therefore, Safi take this opportunity to enter the market by producing skin care for male consumers by offering the camel’s milk based skin care products.
4.3 – COMPETITORS IN THE INDUSTRY
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 colour. Garnier is sold in numerous countries worldwide, with specific product lines targeted for different skin types and cultures. In 2011, Garnier partnered with TerraCycle to promote up-cycling 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
4.3.2 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 for 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
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-de-Seine,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 the dermatological, tissue engineering and pharmaceutical fields and is the top nanotechnology 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
4.4 – CUSTOMER ANALYSIS
According to Bryant (2013), more men are participating in a skin care regime. A new report on the male grooming sector from Mintel reveals that some 58% of men aged 18-24 and 63% of those 25-34 report that they use a facial moisturizing product. This is in stark contrast to the 32% of those aged 55-64 and 29% of men over 65 from other age demographics claiming to do the same thing. When it comes to personal care products, men are nothing if they’re not loyal. More than half of all men (52%) say they tend to stick to the same brands of toiletries and grooming products. In addition, 34% of men like to smell their personal care products before buying them and 20% favour 2-in-1 products to save time. Multi functionality and proof of high efficacy should be key, as these would tend to be the main characteristics that men expect from a product (Euromonitor, 2012).
In another study shows that, in terms of product offerings, many companies are moving beyond basic skin care and shaving with products segmented by skin type, such as sensitive skin, anti-acne and anti aging (Kanlian, 2006).
Euromonitor (2012) report that one common factor that defines category dynamics, however, is the fact that men, either urged by employment instability or greater media impetus or another, are finding the activity of looking after their appearance and adopting a beauty routine ever more appealing. This has coincided with the release of numerous new products at different price points, from male-targeted shampoos, to men’s specific eye treatments and even Blemish Balm creams and concealers, inspired from the female market.
5.0 PRODUCT-MARKET FOCUS
5.1 – Marketing and Product Objectives
Our marketing objective is to successfully reach men consumer who is really concerned about their appearance or well known as metrosexual. Therefore, we applied marketing strategies as much as we can in order to achieve our objectives. Our strategies are as follows:
Advertising through media such as television and radio.
Advertising through website and social network such as create a page in Facebook and through Instagram. Hire Izzue Islam as the ambassador for our Safi For Men.
Offer with low price at the beginning and later will increase the price as well as the demand is increasing. Bundle promotion such as buy Safi For Men, get a free Shick razor.
On the other hand, our product objective is to close the gap exist between products offered to the market. By entering to male market in skin care segmentation, plus a new product development which is camel’s milk based products, we are hoping to increase our sales and larger market coverage as the Halal products offered. Safi For Men offered products that can handle such oily face, whitening, moisturizing as well as acne problem.
5.2 – Target Market
Our target market is men consumer ages between 18 to 35 years old. As the best study shows that men who are concerned more about their appearance are those who are between this age.
5.3 – Customer Value Proposition
Halal products for those who are concern of using halal products.
5.4 – Point of Difference
Our new products, Safi For Men is a totally new product development, whereas we are using camel’s milk as the based for this product offered. Camel’s milk provides Vitamin A, B and E which is good for skin care.
6.0 MARKETING PROGRAM
6.1 – Product Strategy
Safi For Men offered camel’s milk based products in the form of solid soap, and facial wash 2-in-1 which is facial wash+toner.
Unique Product Quality
Camel’s milk provides Vitamin A, B, C, and E. Research shows that camel’s milk contains more vitamin A and E compared to cow’s milk. Vitamin A is an effective treatment towards the skin problem such as acne and psoriasis. Vitamin B provide warmth and circulates the skin and promote the immune function of the tissues which is something tired or overwhelmed skin finds difficult to maintain. Vitamin C can whiten the skin and protect from Ultra Violet rays. Meanwhile, Vitamin E provides hydrates skin, leaving it smooth and moisturized.
6.2 – Price Strategy
For 40g products may costs around RM 15.00. The price might be higher than other facial wash in an existing market, but there is a significant difference in term of the effectiveness and the cost of manufacturing is a little bit higher due to import camels’ milk from foreign countries, such as Egypt.
6.3 – Promotion Strategy
For ambassador, we are hiring local actor Izzue Islam. The reason is he owns the fair skin and we found that by using celebrities, it is much easier to reach consumers. The significant advantage is whenever we are organizing events to reach the consumers; the involvement of them is relatively high. Other than that, we are using Cents-Off Coupons which customers can get for every RM 50.00 and above in a single receipt. This will attract them to make a purchase.
6.4 – Distribution Strategy
SAFI distributed the products to the hypermarket and all convenient stores such as Giant, Tesco and Mydin. Other than that, consumers may also buy through online such as priceme.com.
Barker, C. (2013). Euromonitor Analyst Identifies Key Male Skin Care Trends retrieved from http://www.cosmeticsdesign-asia.com Bryant, S. (2013). More Men Adopting Skin Care Habits retrieved from http://www.ad-ology.com Euromonitor International (2012). Men’s Changing Beauty Habits retrieved from http://blog.euromonitor.com Kanlian, S. (2006). Courting The Male Consumer retrieved from http://www.beautypackaging.com/ Sarah, M. (2009). Comparison of Camel, Cow, Goat and Buffalo Milk retrieved from
http://www.sarahmelamed.com Tyrimou, N. (2014). Beauty Innovation Round-Up April 2014 retrieved from http://www.portal.euromonitor.com