4. Supplying many products
with an optimal price in
almost every category.
Prided itself on bringing
innovative products to the
marketplace.
Targeting at women
between the ages of 15-49.
Selling in about 90
countries worldwide.
A fashionable global mass-
market cosmetics brand
Company
Analysis
Competitor’s
Analysis
Target
Market
6. Company
Analysis
Competitor’s
Analysis
Target
Market
TOP COMPETITOR’S AD SPEND IN THE MASS FRAGRANCE
(Ad spend used as indicator of sales/market share)
- D’Herbs, Enchanteur, SilkyGirl, Playboy, Uber, Syahirah, SimplySiti and Shurah
26,318
20,593
7,160
3,681
11,478
4,677
5,495
6,381
21,900
9,755
40
1,350
6,903
2,053
2,912
1,438
0
5,000
10,000
15,000
20,000
25,000
30,000
2013
2014
Source : Nielsen Ad Spend for Commercial Fragrance, Jan 2013 – Aug 2014
7. Company
Analysis
Competitor’s
Analysis
Target
Market
TOP COMPETITORS :
ENCHANTEUR, ENCHANTEUR PARIS AND ENCHANTEUR LOVE
Led by Wipro Unza Sdn Bhd, Enchanteur is
the No 1 brand in the mass market
fragrances category in Malaysia*
Positioned to be the “Romantic and Captivating” targeting on young
females who wants to smell good and capture the heart of their man,
owned the equity of being the perfume to have on “first date”
*Source: Enchanteur Press Release, 2 Aug 2013
Has 3 main perfume product which are
endorsed by renowned celebrity such as
Nelydia Senrose and Sazzy Falak with
husband Nash
9. Company
Analysis
Competitor’s
Analysis
Target
Market
Led by the Alliance Cosmetic Group (ACG), a leading
distributor of cosmetics and personal care products in
South East Asia market, including Malaysia, Singapore,
Brunei and Indonesia.
Targets the young Malaysian female, aged between
13 years old to 22 years old, urban & semi-urban
Malaysia and Chinese. With its brand proposition of
“Girl next door”, Silkygirl has appointed Sharifah
Amani, a renowned local actress to be its brand
ambassador for the perfume range that Silkygirl has
in place
TOP COMPETITORS :
SILKYGIRL
10. Company
Analysis
Competitor’s
Analysis
Target
Market
Playboy Fragrance is one of the top competing fragrance
in the market. Leveraging on an international &
established brand, Playboy Fragrance positions itself as
the daring fragrances for women.
Playboy imagery constantly focus on being daring, sexy,
wild and have the opposite attraction
TOP COMPETITORS :
PLAYBOY FRAGRANCE
11. Company
Analysis
Competitor’s
Analysis
Target
Market
SimplySiti is a local cosmetic brand founded by Datuk Siti
Nurhaliza, a renowned Malaysian icon at the End of
2011
SimplySiti has launched a series of Eau De Parfum range
that fits different personalities of the female market,
which is Precious, Memoire and Pure.
TOP COMPETITORS :
SIMPLYSITI
Leveraging on key male personalities like Khairul Fahmi,
SImplySiti has come up with a Star Search contest that
consumers can participate and stand a chance to win a
filming contract with Malaysian film Director, David Teo
12. FROM THE COMPETITIVE SCENE,
WE OBSERVE A TREND THAT
CAN BE OUR DIFFERENTIATING
FACTOR….
Smelling Good is always
about the getting the
Opposite Attraction…
Confidence happens when
you get approval from the
opposite sex…
15. OUR TARGET MARKET’S DEMOGRAPHIC:
2.12 million Female, Age 15-24
Company
Analysis
Competitor’s
Analysis
Target
Market Source: Q214 Jul13-Jun14 Nielsen Consumer & Media View
0.2% 3.5%
23.3%
42.6%
8.2%
22.3%
No formal education
Primary
Lower Secondary
Middle Secondary
Upper Secondary
University/College
30.6%
19.8%
49.6%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
15-17 Years 18-19 Years 20-24 Years
15-17 Years
18-19 Years
20-24 Years
69.3%
21.5%
9.1%
Malay
Chinese
Indian/Others
16. Company
Analysis
Competitor’s
Analysis
Target
Market
Most of them are Students
Source: Q214 Jul13-Jun14 Nielsen Consumer & Media View
1.1% 2.0%
15.7%
51.0%
5.4%
3.8%
11.9%
9.1%
Small Businesses
PMEB
Other White Collar
Students
Semi Skilled Workers
Unskilled workers
Unemployed
Housewives
1.5%
5.4%
11.4%
15.7%
33.3%
12.9%
5.5%
5.0%
2.4%
1.9%5.1%
RM1-750
RM751-1000
RM1001-1500
RM1501-2000
RM2001-3000
RM3001-4000
RM4001-5000
RM5001-6000
RM6001-7000
Majority Household Income RM1.5k to RM3k
OUR TARGET MARKET’S DEMOGRAPHIC:
2.12 million Female, Age 15-24
Majority are Urban Centric
28.5%
47.2%
24.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Market Centres Other Urban Rural
Market Centres
Other Urban
Rural
17. Company
Analysis
Competitor’s
Analysis
Target
Market Source: Q214 Jul13-Jun14 Nielsen Consumer & Media View
OUR TARGET MARKET’S PRODUCT USAGE
2.12 million Female, Age 15-24
35.4%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Only 35.4% of our target market are using Perfume or
Eau De Toilette. This signify potential growth area
20. Product &
Distribution
Demand
Supply
Elasticity Pricing
Maybelline “It” Girl
Exude The “It” Quality In You
Every Girl Has That “It” Factor
Waiting To Be Explored
Expressing Uniqueness &
Individuality
Independent Female Who Knows
What She Wants (Girl Power)
Maybelline It Girl : Who is she?
23. 3D Plastic Cap
of Each “It” Girl
Icon
100ml (3.4oz)
Glass Bottle
Silk-Screened
With Product
Details
Aerosol Spray
Tube Connecting
Bottle & Cap
Glossy
Cylindrical
Paper Box
Embossed With
Product Details
Paper Box –
Shrink Wrapped
Product &
Distribution
Demand
Supply
Elasticity Pricing
24. Maybelline IT Girls will be distributed to
the following channels:
Hypermarkets Pharmacy Store
Product &
Distribution
Demand
Supply
Elasticity Pricing
26. Scan on the QR Code & start
joining our contest. Win exciting
prizes & stand a chance to win a
trip to NY Fashion Week
PROMOTIONAL ITEMS : TV COMMERCIAL & PRINT ADVERTISING
28. Product &
Distribution
Demand
Supply
Elasticity Pricing
Demand Curve
Demand
Factor
• Exceptions to the law of demand
• Changes in interest rate
• Changes price of a complement
• Changes in taste and preferences
• Changes in income of consumers
• Changing price of substitute
34. Product Pricing Place Promotion
Benchmark against Competitor’s Pricing
No Perfume Model Perfume Price
1 Enchanteur
2 D’Herbs Magic Perfume
3 Silky Girl
4 Simply Siti
5 Playboy
• Our pricing strategy is benchmark against the leading perfume brand, Enchanteur’s pricing
• Our strategic is to price our product slightly below the leading competitor to encourage
product switching and gain market share. This is attributed to the fact that the mass fragrance
market is elastic
35. Product Pricing Place Promotion
Our Pricing Strategy
No Perfume Model Bottle Price Tag Refill Price Tag
1 Park Avenue RM 41.90 RM 19.90
2 Model Off Duty RM 37.90 RM 17.90
3 Sexy Bomb Shell RM 34.90 RM 15.90
• Different pricing is given for different model
40. ASSUMPTIONS
Projection for the 3 Year
Product are sales through 3 phase. The
average sales growth is 0.5% per month in
the first year, 0.3% per month in the 2nd year
and 0.1 % per month in the third year. T
Any increase in cost will be covered by
customers or offset by learning effect of the
production, Therefore contribution margin
per unit will be constant throughout the
period.
The distribution cost is 5% of the sales Promotion expenses are RM200, 000 for the
first month launching the product. This will
reduced in 5 % each month
The promotion cost will increase again to RM
200,000 in June 2014 and December 2014 in
order to stimulate the sales during the
period
Short Term
Projection
Long Term
Projection
