MMI2113 Media Innovation Design 1

(MC201)

Basic Situation Analysis Research for Revive Hair Gel

Prepared by:

Fiona Yap Tsui Lee Yew Ee Linn

1081107787 1081108452

Submitted to:
Mdm. Sy. Nurleyana Wafa

Date of Submission: 28th March 2011

BASIC SITUATION ANALYSIS . 1. Problem statement Difficult to find/get in market Not familiar to consumers Finding out about the product/service a. Product name Revive hair gel b. Product classification i. Consumer something that people buy for personal daily usage ii. Durable Usually hair gels can typically be kept unopened for 3 years. Quoted from iVillage.com: this number decreases to about 18 months after it has been opened, says Cindy Moser of Zotos International, a parent company to hair care brands like Bain de Terre. iii. Non durable if open for usage, as it will dry up eventually. Quoted from iVillage.com: Erin Anderson a celebrity hair stylist usually tosses her gels and creams six months
after opening. But ultimately she judges the product by how it looks. "Creams will usually separate or curdle," she reveals. "A dark yellow color is another sign that a product is past its prime.

2.

iv. Shopping goods a kind of goods that people will get when they go to the supermarket c. Product characteristics Packaging Plastic tube Price RM 1.99 per 60ml RM 5.90 per 150ml Unit of sale Per tube, 60ml or 150ml d. Distribution i. Indirect manufacturers > distributors > shop (mini market/ supermarket/export to international shops) > consumers ii. Selective distribution only available at certain supermarket and mini markets (NZ mini mart at Cyberia and Jusco; not available at Guardian, Watson and Carrefour) e. Product life cycle

f.

Brand image and implication Manufacturers of personal care products Lack of trust from consumers (the product is hidden by products from other brand) People do not get enough exposure of the product Not many advertisements available

g. Distinctive features No alcohol Oil free Water base UV filter Halal Enrich with d-Panthenol Enriched with Wheat Protein (ex) Elasticity, shine and long lasting moisture to hair (wet) h. Unique selling proposition (USP) High standard and quality local products i. Promotional history A tube of 150ml comes with Extra 10ml more of hair gel

3.

Finding out about the company a. Company history FULIAN (M) Sdn. Bhd. Started its business since 1980, expanded its trading business into manufacturing business with the acquisition of the popular toothpaste brand - Raiya in 1990. From its humble beginnings as a trading company, Fulian (M) Sdn. Bhd. has grown to become one of the leading manufacturers of personal care products. Having ventured into other South-East Asia countries, also the Eastern Asia, Africa and Middle East market, the Company envisions a rapid and robust growth in years to come. Since then, besides carving a niche market with its core product, an established brand since 1962, it has successfully expanded its production line into the Junior range of oral hygiene products as well as the REVIVE brand hair care products. Today, the company takes pride in its high quality products which have become household names in Malaysia. The REVIVE hair care products which is the most popular brand in the domestic market especially, has established a strategic presence both in West and East Malaysia market.

b. Corporate reputation and image High standard and quality product. Produces toothbrushes and toothpastes other than hair gel. Established a strategic presence both in west and east Malaysia. Become the first choice for younger generation with Halal certification since 2004.

c. Philosophy Not available d. Mission, vision, culture Mission: delivery of excellence and is sure to build on its extraordinary records of high achievement in oral hygiene industry e. CRM activities Not available f. Market share Products export by Fulian (M) Sdn. Bhd. Main Markets: Southeast Asia Africa Mid East Eastern Asia Malaysia, Vietnam, Cambodia, Ghana 21% - 30%

Main Customers: Export Percentage: g. Product sales history Not available

h. Current marketing objectives (long-term and short-term) Venturing into junior range of product; catering for younger generation. Growth of export market in years to come. 4. Recognizing the current consumer/stakeholders a. Current consumer characteristic Demographics i. Age 15-40 years old ii. Gender Male iii. Education High school students to working adults iv. Occupation Students, principal, blue collar workers v. Income range RM100 RM 3500 vi. Race & ethnicity All races in Malaysia vii. Geographic location Suburban residents Psychographics i. Perception Perseverance and endurance Practical doing things in their comfort zone

ii.

Learning Environment Media such as newspaper and radio News spreading from one person to another neighborhood iii. Motivation and needs Attitude Motivation from friends and family Just have basic needs for life is adequate, does not have to have fancy/expensive stuffs Low satisfactory level (does not need to aim very high to get satisfied) iv. Personality Neat Friendly Humble Calm Caring Devoted Honest Responsible Work-oriented Self-disciplined v. Lifestyle Reading Watching TV Listen to radio Extrovert (like the outdoors) Gardening Family oriented b. Stakeholder characteristic i. Primary Shareholder CEO Employees of the company Secondary Goods supplier Commercial media General public

ii.

5.

Understanding the industry & the marketplace a. The industry i. Definition of the industry Toiletries / Personal care manufactures consumer products used for beautification and in personal hygiene Hair care Products for hair cleansing, hair styling, hair conditioning and also colouring.

ii.

Shape of the industry According to fashionproducts.com: The industry is growing. As per in the year 2004 and 2005, the sales of hair care products (globally) has reached 350 million dollars.

Figure 1: Global Market (segment) share in %

iii. Development of the industry People are more cautious about their look, so companies keep improving their products to suit the needs of customers. They are willing to pay more for quality products that suits their needs. b. The marketplace i. Current condition of the marketplace Hair styling

6.

Recognizing the competitive situation Look / Packaging Market share New products Current and Past Advertising campaign

Competitors

Product Features - Protects hair from

drying caused by using hair dryer - Refreshing mild citrus fragrance - enables creation of desired hairstyle easily and quickly - Interesting bottle design

Positioning

Gatsby

N/A

Moving Mist

Famous, catchy packaging design.

Styling Dance Contest

Code 10

N/A

- Anti dandruff - Alcohol free - Water base

N/A

Famous

N/A

- Vitamin and
Brylcreem N/A Protein Enriched - Alcohol-Free Gel - All Day Maximum Hold

Paste (Limited Edition featuring Kevin Pietersen)

Well-known old brand

Brylcreem Batting Challenge Competition

- UV defence
Elite N/A

Ice Xtreme Hair Gel

N/A

N/A

- Non-greasy - Enriched with

Pro-Vit B5 to strengthen the hair shaft and improve overall hair texture. - Assists in reducing split ends and imparts elasticity, shine and long lasting moisture to hair while preventing hair from drying out protecting scalp health.

Boxiser Hero

N/A

N/A

N/A

N/A

Media expenditure Not available Advertising schedules Gatsby: Very often

Table for Comparison with competitors Alcohol free Oil free Halal Hair moisture Pro vit-B5 Protein Anti Dandruff UV-Defense Hair care New product Revive Yes Yes Yes Yes Yes Yes No Yes Yes No Gatsby No Yes No Yes No No No No Yes Yes Code 10 Yes Yes No No No Yes No No No Brylcreem Yes Yes No No Yes Yes No No Yes Elite Yes Yes No No No No Yes Yes Yes Hero Yes Yes Yes Yes No No No Yes No

7.

SWOT Analysis WEAKNESS Hard to find in the market Lack of commercial advertisement Not famous to the public The company focus more on their dental care product (Raiya) Normal packaging design THREATS According to nicehair.org, hair gel does not cause hair loss, but may be a contributing factor to the problem. Competitors from old and trusted brands Not many reviews shared by product consumers

STRENGTH Reasonable price UV protection Enrich with nourishment for hair Halal

OPPORTUNITIES People are concern of looks Value for money Youngsters willing to give it a try Population of youths increasing

8.

Identifying your strategic target audience Demographics Age 20-30 years old Gender Male Education High school leavers to university graduates Occupation Part time workers, college/universities students to working adults Income range RM500 RM 3000 Race & ethnicity All races in Malaysia Geographic location Suburban residents Psychographics Perception Trying to catch up with the modern world Quite Modern people, more open minded Can accept peoples suggestions and try to learn new things Learning Commercial media Entertainment industry Friends Socialising with the urbanites Environmental friendly

Motivation and needs Attitude Higher self-esteem than before Dare to explore new things with encouragements More sense of presentation when going out to town, put more effort in looking nice Personality Shy Learning to be expressive Active Adventurous in nature Humble Polite Willing to learn and really put effort in learning Devoted Calm

Lifestyle 9. Love listening to the radio Passion for football games Riding motorcycles Family-oriented

Coming out with a solution In general: possible solutions: Change the packaging of the product into something more fancy Promotions such as: Buying Raiya products with free sample of REVIVE hair gel Get 50% of REVIVE hair gel when purchase Raiya products Point Of Purchase (POP): Small event at the island display for testing of product. Organizing a hair make over experience for the consumers using the REVIVE hair gel.

10. Solution /plans/strategy Reintroduce the product to consumers Gain the consumers trust on the product

References:
- http://www.fashionproducts.com/personal-care-overview.html - http://www.nicehair.org/your-questions/does-hair-gel-cause-hair-loss - http://www.ivillage.com/shelf-life-guidelines-gel-shampoo-and-everything-else-you-put-your-strands/5-a-146567