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NVP Final Presentation

A business strategy project produced by graduating Singapore Polytechnic Business students - Joelle Lau, Qiu Fang, Xiang De, Cindy and Jia En for their Final Year Project 2016/2017.

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NVP Final Presentation

  1. 1. SEC Lifestyle Pte Ltd EZEQUE Skin Therapy BA065Y New Venture Planning Prepared by, GROUP A10 Joelle Lau Zhe-Yi Tng Qiu Fang Chan Supasasin Lee Jia En Hong Xiang De
  2. 2. Project Description “We will be conducting a market research to measure the awareness of the product and understand customers’ needs and buying patterns, as well as to evaluate the feasibility of expansion into larger markets. A marketing plan will also be created to implement marketing strategies to improve our ability to retain and grow business with existing customers, as well as to introduce the product to new and potential customers. Lastly, we will build a cost-and- benefit analysis to identify all of the costs associated with this business to ensure it remains on budget.” 2
  3. 3. Business Description “SEC Lifestyle manufactures skin therapy product, EZEQUE – a non-steroidal and botanceutical formulation to people who have eczema and for the daily care of dry, itchy and sensitive skin through online stores and Unity Pharmacy Stores island wide. It consists of a 2-step application in the form of mist and cream. EZEQUE provides quick and long-lasting itch-relief while strengthening the skin barrier, and locks-in hydration in the skin. Therefore, customers will be able to treat eczema, relieve itchiness and soothe their skin to achieve maximum daily comfort.” 3
  4. 4. STEEP Analysis 4
  5. 5. Social - Favourable Consumer buying behaviour - Online Shopping • 26% of Singaporeans shop online at least once a week and 58% purchase online at least once a month. • Singapore Government have expected Singaporeans to spend more of their disposable income online by 2020 due to the rise in technology savvy consumers.  SEC Lifestyle offers both online-to-offline commerce. Source : Go-Globe, 2016 5
  6. 6. Technology – Favourable Consumer buying trends - Shopping online due to technology development • Businesses are now actively implementing e-commerce as a form of connecting with stakeholders through online websites and mobile application. • According to Statista, the revenue for food, cosmetics and pharmaceuticals e- commerce market in Singapore has increased from S$401.36m in 2014 to S$524.81m in 2015.  SEC Lifestyle has an existing online platform and can take advantage of the rising e-commerce trend. Source: Statista, 2016 6
  7. 7. Environment - Unfavourable Product Packaging - Singapore Packaging Agreement • Many consumers often throw out the packaging after used only once or not used at all. • Unnecessary packaging – boxes, casings, plastic wraps, foam wraps • Singapore Packaging Agreement - voluntary agreement for companies to commit in reducing packaging waste. • 175 signatories • Reduced over 26,000 tonnes of packaging wastes • Saved more than S$58 million Packaging of EZEQUE is made of plastic bottles and has unnecessary packaging (i.e. boxes). SEC Lifestyle is not under the list of signatories for the SPA. Source: Ministry of the Environment & Water Resources, 2016 7
  8. 8. Industry Analysis 8
  9. 9. Wholesale & Retail Retail Pharmaceutical Beauty & Personal Care Skincare 9 • Singapore’s skincare industry has grown by 3% from 2014 to 2015 and its value is now at S$563 million. • Operating receipts (2015) • Skin care industry is at S$564.9 million • Body care products is at S$15.7 million Industry Size Source : Passport, 2016
  10. 10. Key Players • Major industry key players : 10
  11. 11. Key Success Factors Strong research and development base Infrastructure, Global Connectivity and Skilled Manpower Marketing Strategy Understanding Customers’ Needs 11Source: Singapore Economic Development Board (EDB), 2016
  12. 12. Competitors Analysis
  13. 13. Market Analysis 13
  14. 14. Research Methodology • Quantitative Survey • Personal Interview • Quota Sampling • Total Planned 400 respondents • Total Actual 438 respondents 14 Age group Planned Actual Eczema Prevention Eczema Prevention 24 years old and below 20 40 29 74 25 to 34 years old 60 50 56 54 35 to 44 years old 60 50 56 46 45 to 54 years old 40 40 38 38 55 years old and above 20 20 29 18 TOTAL 200 200 208 230
  15. 15. PREVENTIVE RESPONDENTS 15
  16. 16. A total of 230 respondents DO NOT have issue with dry, itchy skin or eczema were interviewed. 16
  17. 17. Profile of Respondents Q17. Gender Q18. Age Group Q19. Marital Status Q20. Occupation Q21. Monthly Personal Income/ Allowance 53%47% Gender Male Female 17 41% 18% 17% 8% 5% 4% 3% 4% Income Level Below S$1,000 S$2,000 to S$2,999 S$3,000 to S$3,999 S$4,000 to S$4,999 S$1,000 to S$1,999 S$5,000 to S$5,999 S$6,000 to S$6,999 Above S$8,000 S$7,000 to S$7,999
  18. 18. Awareness & Usage of Brands No 26% Yes 74% Q2. Have you used any skincare products/moisturisers to prevent dry, cracked skin before? • Three quarters of the interviewees have used skincare products or moisturizer. • Concerned about their own skin condition. • Advantage for SEC Lifestyle. 18
  19. 19. Awareness & Usage of Brands 75 27 22 21 11 10 2 43 0 10 20 30 40 50 60 70 80 Cetaphil Physiogel Eucerin QV California Baby Aveeno EZEQUE Others Q3. If yes, which of the following brands have you used? (You may tick more than one option) Johnson Baby, Vaseline and Rosken 19
  20. 20. Types of Product Used 7 13 19 26 41 50 73 0 10 20 30 40 50 60 70 80 Other Itch relief Sunblock/Sunscreen Repair cream Body wash Facial cleanser Moisturiser Q4. What type of product(s) are you using from the above mentioned brand in Question 3? (You may tick more than one option) 20
  21. 21. Awareness of EZEQUE Skin Therapy Yes 4% No 96% Q5. Have you heard of EZEQUE Skin Therapy? 21
  22. 22. Awareness of EZEQUE Skin Therapy Family and friends 40% Social media 10% Newspaper / Magazines 30% Retail Stores (Unity Pharmacies / Takashimaya) 20% Q6. If yes, where have you seen or heard about EZEQUE? Base : EZEQUE users (10 respondents) 22
  23. 23. Reasons for unwillingness to try: • Brand is unfamiliar. • Does not show concern/ does not find the need to use. • Feels like it is a waste of money. • Sensitive skin issues. Usage of EZEQUE Skin Therapy Q8. If no, why? Yes 53% No 47% Q7. Would you use EZEQUE if it can prevent dry, cracked, itchy and scaling skin? 23
  24. 24. 0 20 40 60 80 100 120 140 BRAND PRICE QUALITY AVAILABILITY EASY TO USE Factors Influencing Purchasing Behaviour Q9. Please indicate the level of importance when purchasing dry skin preventive products for each of the following factors. (Rank in order of importance with “1” being the most important, and “5” being the least important.) 73 56 33 24
  25. 25. 0 20 40 60 80 100 120 140 BRAND PRICE QUALITY AVAILABILITY EASY TO USE Factors Influencing Purchasing Behaviour 84 25Q9. Please indicate the level of importance when purchasing dry skin preventive products for each of the following factors. (Rank in order of importance with “1” being the most important, and “5” being the least important.)
  26. 26. 0 20 40 60 80 100 120 140 BRAND PRICE QUALITY AVAILABILITY EASY TO USE 13 Factors Influencing Purchasing Behaviour 131 26Q9. Please indicate the level of importance when purchasing dry skin preventive products for each of the following factors. (Rank in order of importance with “1” being the most important, and “5” being the least important.)
  27. 27. 0 20 40 60 80 100 120 140 BRAND PRICE QUALITY AVAILABILITY EASY TO USE 91 Factors Influencing Purchasing Behaviour 27Q9. Please indicate the level of importance when purchasing dry skin preventive products for each of the following factors. (Rank in order of importance with “1” being the most important, and “5” being the least important.)
  28. 28. 0 20 40 60 80 100 120 140 BRAND PRICE QUALITY AVAILABILITY EASY TO USE 68 15 Factors Influencing Purchasing Behaviour 28Q9. Please indicate the level of importance when purchasing dry skin preventive products for each of the following factors. (Rank in order of importance with “1” being the most important, and “5” being the least important.)
  29. 29. Type of Ingredients No. of Responses Natural 211 Non-comedogenic (prevent blockage of pores) 74 Oil-free 65 Alcohol-free 64 Dye-free 54 Petroleum-free 37 Others 3 Q10. Which of the following ingredients would make you more likely to purchase a dry skin preventive product? (You may tick more than one option) Type of Ingredients Influencing Purchase of Dry Skin Preventive Product 29
  30. 30. Q11. How do you usually get information/learn about a dry skin preventive product? (You may tick more than one option) Information Sourcing of Dry Skin Preventive Product 15 36 40 52 53 57 64 109 165 0 20 40 60 80 100 120 140 160 180 Radio Official website Newspaper Television In Retail Stores Online Search Social media Doctor/Dermatologist Word of Mouth • Similar results to the eczema interview for top two ways • May not be able to reach out to many consumers since people these days do not read Newspaper • Work with Clinics or National Skin Centre 30
  31. 31. Q12. Where do you usually buy your dry skin preventive product? (You may tick more than one option) Place of Purchase for Dry Skin Preventive Products 145 144 87 60 23 15 10 0 20 40 60 80 100 120 140 160 Guardian Watson Medical clinics Unity Online stores Official website Other • Similar results to the eczema interview for top three places • Many do not browse through and purchase products from Unity • Venture into Guardian or Watson to gain a larger customer base • Others: NTUC Fairprice and Official retail stores 31
  32. 32. Q13. What will cause you to try out a new dry skin preventive product? (You may tick more than one option) Factors Influencing Trying of New Dry Skin Preventive Products 183 73 60 52 51 0 20 40 60 80 100 120 140 160 180 200 Family / Friends Promotions Advertisement Price Brand 32
  33. 33. Maximum Amount Willing to Spend 37% 42% 11% 3% 2% 5% Q14. What is the maximum amount you are willing to spend on dry skin preventive products? S$20 S$40 S$60 S$80 S$100 More than S$100 33
  34. 34. Maximum Amount Willing to Spend 58%25% 11% 6% Q15. What is the maximum amount you are willing to spend on a 50ml mist and 50ml cream? S$30 S$40 S$50 More than S$50 34
  35. 35. Promotions that Attract Consumers Q16. What kind of promotion will most entice you when purchasing dry skin preventive products? (Tick only ONE option)71 66 48 38 7 0 10 20 30 40 50 60 70 80 Cash discounts Product/Sample giveaway One-for-One Bundle pricings Others 35
  36. 36. MARKET SEGMENTATION & TARGETING 36
  37. 37. Demographics 37Source: (Singstat, 2015) Male and Female 15 to 30 years old Monthly Income < S$4,000 POTENTIAL TARGET MARKET = 279,600 people
  38. 38. Market Size 38 TARGET MARKET 279,600 people 53% MARKET VOLUME 148,188 people MARKET VOLUME 148,188 people PRICE OF EZEQUE S$48.80 ANNUAL MARKET POTENTIAL S$7,321,574.40
  39. 39. PERCEPTUAL MAPS 39
  40. 40. CURRENT POSITION – QUALITY & PRICE High Price Low Quality High Quality Low Price
  41. 41. RECOMMENDED POSITION – QUALITY & PRICE High Price Low Quality High Quality Low Price
  42. 42. CURRENT POSITION – VARIETY & TYPE OF RETAILING Store-based retailing Narrow Variety Broad Variety Online retailing
  43. 43. RECOMMENDED POSITION – VARIETY & TYPE OF RETAILING Store-based retailing Narrow Variety Broad Variety Online retailing
  44. 44. MARKETING OBJECTIVES To launch EZEQUE’s new packaging by December 2017 To increase sales by 20% by the end of 2017 To venture into online marketplaces by the first quarter of 2017 To generate S$2.00 increase in sales for every S$1.00 spent on marketing and communication campaigns To reach 5,000 likes on the SEC Lifestyle Facebook page and at least 1,000 followers on SEC Lifestyle’s Instagram within a year 44
  45. 45. Marketing Mix Acronym - RELIEVE 45 Valuable (Pricing) E- commerce (Placing & Promotion) Low Distribution Cost (Placing) Effective (Product & Promotion) Internet Marketing (Promotion) Reachable (Placing) Easy to Use (Product) R E L I E EV
  46. 46. PRODUCT STRATEGY 46
  47. 47. RECOMMENDED – CONTAINER DESIGN DUAL – CHAMBER CONTAINER 47
  48. 48. Mist Cream Semi- transparent BENEFITS • Dual function – Easy to use • Convenience – On the go use RECOMMENDED – CONTAINER DESIGN 48
  49. 49. RECOMMENDED – OUTER PACKAGING BEFORE AFTER 49
  50. 50. PRICING STRATEGY 50
  51. 51. Pricing Objectives 51 Profit Maximization (Planned distribution cost, COGS & other expenses)1 Increase brand image and reputation in the market2 To be priced competitively in the market3
  52. 52. Recommended pricing strategy 52 Cost-Plus Pricing Venture into online marketplaces  Lower distribution cost  Higher profit margin Value-Based Pricing New packaging design & natural ingredients formulation  Raise the perceived value of product Promotional Pricing Seasonal discounts Bundle discounts – buy 4 bottles free 1
  53. 53. PLACING STRATEGY 53
  54. 54. Easily accessible & Reachable by target audience Future of distribution 54
  55. 55. Online marketplace - Qoo10 55 Product Offerings All rounded User base 900, 000 users Locations Japan, China, Hong Kong, Indonesia, Malaysia, and Singapore • Registration • Product listingOnline storefront Total Transaction Amount = Selling Price + Optional Fee + Shipping Fee • Depends on Seller Grade & Item Price • Ranging from 7% to 12% of total transaction amount 1. Seller coupons 2. Group buy 3. Bidding promotions – Placements
  56. 56. Online marketplace - lazada 56 Product Offerings All rounded Locations Malaysia, Indonesia, Thailand, Singapore, Philippines and Vietnam • Registration • Product listingOnline storefront Note: Must be a registered business in Singapore • 8% commission for health & beauty products. • Paid only when items are sold 1. Lazada Affliate Program 2. Seller Incentive Program 3. Lazada Promotion Tool (subjected to approval)
  57. 57. Online PLATFORM – HERMO SG 57 • Hermo will be purchasing the products to sell. • T&C are subjected to both parties’ agreement. 1. Seasonal offers & discounts (subjected to agreements) 2. Registered customers receive vouchers occasionally Product Offerings Beauty & Wellness User base 200, 000 users Locations Indonesia, Malaysia, and Singapore Partnership concept
  58. 58. PROMOTION STRATEGY 58
  59. 59. Raise brand awareness among shoppers to induce sales of EZEQUE Increase sales by 20% in a year’s time Convert 800 potential customers into EZEQUE users within a year Communication goals 59
  60. 60. RECOMMENDATI ON STATUS IMPROVEMENTS CONTINUE - RECOMMENDED PROMOTIONAL TOOLS 60
  61. 61. RECOMMENDATI ON STATUS IMPROVEMENTS Email Marketing CONTINUE Giving out trial kits (first 100 subscribers) RECOMMENDED PROMOTIONAL TOOLS 61
  62. 62. RECOMMENDATI ON STATUS IMPROVEMENTS Word-of-Mouth & Testimonials CONTINUE Incentivise WOM [Offering discounts (code, vouchers etc.)] RECOMMENDED PROMOTIONAL TOOLS 62
  63. 63. RECOMMENDATI ON STATUS IMPROVEMENTS Search Engine Marketing CONTINUE Using Pay-Per- Click (PPC) Google AdWords RECOMMENDED PROMOTIONAL TOOLS 63
  64. 64. RECOMMENDATI ON STATUS IMPROVEMENTS CONTINUE Invest in Facebook Adverts RECOMMENDED PROMOTIONAL TOOLS 64
  65. 65. RECOMMENDATI ON STATUS IMPROVEMENTS INTRODUCE Create IG account & engage ‘Influencers’ RECOMMENDED PROMOTIONAL TOOLS 65
  66. 66. RECOMMENDATI ON STATUS IMPROVEMENTS Seasonal Discounts INTRODUCE Offer discounts (codes, vouchers, promo price) RECOMMENDED PROMOTIONAL TOOLS 66
  67. 67. RECOMMENDATI ON STATUS IMPROVEMENTS INTRODUCE Bid for listings RECOMMENDED PROMOTIONAL TOOLS 67
  68. 68. RECOMMENDATI ON STATUS IMPROVEMENTS INTRODUCE Engage promotional collaborations RECOMMENDED PROMOTIONAL TOOLS 68
  69. 69. RECOMMENDATI ON STATUS IMPROVEMENTS INTRODUCE Give out trial kits, discounts & brochures RECOMMENDED PROMOTIONAL TOOLS 69
  70. 70. Marketing Expenses Forecast 70 Promotional Tools Total Newspaper S$15, 524 Search engine marketing S$ 18,250 Facebook adverts S$ 18, 250 Instagram- Influencer Marketing S$ 1, 200 Trial kits S$ 3, 000 Qoo10 Advertisement S$ 1, 560 Beauty fair S$ 5, 175 Total S$ 62,959
  71. 71. COST & BENEFITS 71
  72. 72. 72 Recommendation Distribution through Online Marketplaces (Qoo10) Suppliers/ Vendor Qoo10 Cost BUDGET = S$ 15,203.52 (2,400 bottles of EZEQUE x (S$ 48.80 + S$ 3.99) x 12% Commission Payable) Method of Measurement Number of users who have bought EZEQUE from Qoo10 Benefits  An additional sales channel to market and sell EZEQUE will help to build brand awareness  More than 50,000 sellers registered accounts on the site and an estimated S$ 10,000 is transacted through Qoo10 each month.  Qoo10 has a total of 900,000 users and 8.5 million visits every 6 months  Increase the sales of EZEQUE (large customer base). (Demystify Asia, 2015)  Lower cost of distribution
  73. 73. 73 CONCLUSION

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