1

1.0 Introduction

First of all i need to a research either want to sell a product or service. Nowadays I can
see Malaysian Citizen always like to follow a trending or lifestyle of other country. They try to
follow western and Asian couture. Western country could be United state and the Asian is Japan
and Korean. This two country being name role model for fashion. Fashion is the most factor our
citizen like to follow. They feel this two country always updated with their fashion. I agree yes at
this two country have a lot of good material and with fashion designer. Not only for the clothes
fashion, hair fashion is now one of the most easiest way Malaysian people to follow their style.
From the observation and research have been make I as marketer decided to produce a
product and sell to the customer. My product must be follow the latest trend of youth like to
follow. This product i have make a deal with Japanese Company to buy their product. They agree
to have a business relation with me and also agree to rebrand it into my product. It is hair styling
wax rubber series for guy. This product call Gatsby Hair Wax so i will rename it to my brand
Estyle Hair Wax. I rename to Estyle, E bring 3 words that shown stylish. The first is Elegant,
Easy and Elastic then continue with Style. So i rebrand it Estyle hair wax.
I choose this product because our youth is madly into become fashionable from the top of
the hair till leg. This youth willing to spend their money fulfill their wants to be a fashionable.
Furthermore, my brand is came from the well known fashionable country which is Japan. This is
because in media massa or internet you can see the most fashionable hair is came from Asian
country so they might attract and want to follow the hair style. There are 7 types of Estyle Hair
Wax which is Air Estyle Rubber Wax, Clay Estyle Wax, Cool Estyle Rubber Wax, Grunge Mat
Estyle Rubber Wax, Loose Shuffle Estyle Rubber Wax, Spiky Estyle Rubber Wax and lasty
Estyle Rubber Wax.



2


Each of the Estyle rubber hair wax have it specialties in controlling the hair. For example
like Spiky Estyle Rubber Wax it is suitable for short hair so the hair can stand up firmly and can
be freely arrange with hard setting that will keep the hair spiky all day long. Furthermore, each
of the Estyle rubber hair wax contain refreshing green apple fragrance so the hair will keep
smells good and elegance. With that 7 types Estyle rubber hair wax any type of hair is suitable
mean if it is short hair one from the 7 types of Estyle rubber hair wax is suit with short hair same
goes to medium hair, and long hair.
My product goals is to provide youngster with multipurpose wax hair can follow any
hairstyle fashion like Asian or Western styles. With this product Malaysian youth no need to go
to that country in order to follow the hair trend in Malaysia also they can have it. Besides that, i
also need to focus on my side with this product i must have a good profits so that i can expand
the business and take more worth it product from develop country in order to fulfill our youth
citizen hair fashion.


Estyle


3

2.0 Marketing Strategies.
Marketing Strategies is a process of choosing the suitable target markets and combines all
of its marketing goals into one comprehensive plan in order to built a profitable relationship with
customer. This marketing strategies is a tool for marketers to aiming what should they do or find
and how to keep having relationship between customer also to expand the numbers of customers.
In order to achieve the growth of target customers is by creating, good delivering and
communicating superior customer value. Every marketer should have different strategies to all
the buyers to avoid the product or service cannot make a good sale. So i as Marketer and want to
sell my product i must have my own aiming and strategies. There are 4 steps in designing the
marketing strategies that i can implement in my business. This 4 steps in designing is
Segmentation, Targeting , Differentiation and Positioning.
2.1 Segmentation
The segmentation and targeting is use to select customer to be serve. For differentiation
and positioning is use to decide on a value proposition. In marketing strategies have 2 broad
groups of variables are used in segmenting the people which is segmenting consumer market and
segmenting business market. My product is suitable for segmenting consumer market. The form
segments by looking at consumer characteristic is geographic, demographic, psychographic and
behavior.
The most geographical area i should into the market is in Malaysia. In Malaysia i should
enter market in cities area and neighborhood. This is because in cities usually the afford and have
a power to buy any product. In cities lifestyles is different. Peoples who lives in city must lived
in high level and afford to buy any price product. My product Estyle hair rubber wax should be
no problem to enter market in cities are this is because the customer to have a hair cream to make
sure they look smart not look messy going to work or somewhere else. Furthermore, in cities
area there are lot of hypermarket so customer can get my product . For neighborhood my product
can fit with the customer who live in this area.


4


They also hair need hair cream so they look stylish. Sometimes customers doesn't want to
go cities due traffic jammed in order to lighten the load of customer to travel they can get my
product at any pharmacy. Example students in UKM Bangi live in neighborhood area they still
need hair cream. This student can get my product at Econsave so they can go to class with any
hairstyle they like.





Next, by demographic can be in age, family, size, life cycle, gender, occupation and
social class. This demographic is the very close factors to know consumer needs and wants. My
product Estyles hair rubber wax is suitable for age around 17 years to 30 years old age. The right
consumer for that age is those a level, university student and secondary school student. For
gender segmentation my product is a cosmetic product but for a guy only. So my target market
is those who in categories Generation Y and Generation Z






5

Besides that buyers for who care their personality and values. This buyers can be
influence by psychographic because they want to satisfy themselves with a lifestyle. Usually this
type of buyers have their own attitude like to wear smart clothes and to become stylish. I can
influence them with my product by psychographic. I will advertise that Estyle hair rubber wax is
with refreshing green apple fragrance the smells good and they can create their own hair style
and will looks like Western and Asian hair model if buy my product. The more hair long lasting
when use my product the more girls will attract with that guy hair.


Behavior is known as attitude. Everyone have their own attitude but in marketing
prospect behavior is an attitude toward the product that buyers buy and or use it and give a
response to product. My company prefer to implement benefit segmentation. Benefit
segmentation is the benefit for the consumer and they seek for that product. For my product i
those buyers loyal to my product they can get a free one of Estyle hair rubber wax. But in order
to know they loyalty of the buyers they may keep save 5 receipt that shown they use my product.




KEEP 5 Receipt of Estyle Hair Rubber Wax
FREE 1 of Estyle Product TQ for your
Loyalty!!!
6

2.2 Market Targeting
Market targeting is a market target or the aim of the marketer to sell the product for who
and what is the factor to ensure the target is correct. The factor could be a geographical structure,
lifestyle and what is the suitable age. I might select target market segment of micromarketing
that focus only local location this is because i don't want to take a risk to distribute my product to
all state in Malaysia this is because the urban area like Kuala Lumpur and Selangor the status is
high and lifestyle is different from other state it is to avoid from my company to loss rather than
make profit. So might enter at local marketing and do the market targeting.

The target of my company is to produce the Estyle hair rubber wax product is a buyers
who a highlight themselves fashion is important to them. Thus, they need look elegance and
smart all the time when hanging around. Usually my target group that will use and buy my
product is Generation Y. Generation Y currently age around 19years old to 36 years old guy.
This generation Y currently might be graduated from college also secondary school and moving
up their career. This generation Y is create large teen population and young adult. Young adult
and teens in Malaysia most of it following the latest trend and try to be a fashionable. So my
product is have advantage to enter this age of market.


7

2.3 Differentiation and positioning
Differentiation is, what is the difference of the product from others product. All
marketers need to think about it first before produce the product so that when the finalize product
is better or different quality the product can enter any market easily because customer always try
to satisfy themselves with buying a good product. Nowadays, there are lot of hair cream product
in market but with different brand. All hair brand sell with one motive is to provide hair cream
for the user either it is for guy or women.
But the different of my product between others hair product is it is with latest
scientifically technology that give a good mineral for the hair user and at the same time it have a
special fragrance. In market u can see other hair cream just have a few types of product and all
hair can be use but for my product have 7 types each of have their own specialties. Example for
the long hair can use Loose Shuffle Estyle Rubber Wax because it created for long hair users.







My product position on consumer's mind is if they want to have a latest hair style they
can use any 7 types of my Estyle hair rubber wax. Because they can make any style what they
like and catalogue of hair style might be given as a guidance to create a hair style with my
product. Example a guy have a date with her girlfriend. He must wear a fashionable clothes and
at the same time his hair must be look cool and elegant so that he can walk so confidence and
face her girlfriend with full of confidence.
8

3.0 Marketing Mix
Marketing mix is needed in order to determining a product or brand's that have been offer
by a marketer. This marketing mix is useful business tools in marketing so that marketer can
combined all the important element to making or produce a good product and service. This
marketing mix was first coined by Neil Borden. He was the president of the American Marketing
Association in 1953. This method still can be use till today and many marketer implement this
method for their business. Marketing mix can be define as mixture several ideas and plans
followed by a marketing representative to promote some product or services. There a 4 elements
of marketing mix. First is Product, Price, Place and Promotion.
3.1 Product
My product is hair product. Estyle hair rubber wax have one motive which is give a
satisfaction for hair style to the users. My product is one of the tangible product. It mean my
product is can be touch physically, feel even smell. My company produce 7 types of Estyle hair
rubber wax. Each of it have special features to create users hairstyle. This product also been use
by many model for hairstyling. The ingredient been use is free from preservative. The packaging
of my product is attractive which play with bright and brave colours in order to attract user
attention. Furthermore, at the top of container the Estyle hair rubber wax, there are some
advertisement shown a picture of hairstyle to give highlight the description of the product or is it
the hair wax is suitable for consumers hair. Example the picture shown a one of the long hair
with wavy structure so those users wants to be hair like that they may buy the product and create
the hairstyle.





Estyle
Estyle
9

3.2 Price
Price is the value that i should charge to a customer to have my product. Before i should
put the price i need to calculate all the cost and expenses to distribute my product. I need to
calculate the cost of by making the Estyle hair rubber wax product and must calculate 10% each
of product for the commission to Mandom,Gatsby company. After calculate all the cost and
expenses the most suitable should i put is Rm23.00. This price is a bit expensive compare to
other product but my product is more high quality then the others product. Usually others
product price is around Rm10 .00 to Rm15.00 only.
Besides, the price is high because the ingredient of this product came from Japan and
cannot get from our country. The price of my product is reasonable because it is can create many
hair style and have 7 types of it with some specialties also have a good smell. Moreover, my
product also have been enter Western an Asian market but with different name of brand. So it is
easier to the consumer doesn't need to travel and waste a lot of money to other country to get the
same product and same quality but different name of the brand .
Estyle




ONLY for
RM23.00 each!

10

3.3 Place.
Place playing important role in marketing. Once enter wrong market place the company
might have loss or else the sales are not good. As marketer i need find a strategies area that the
population can accept my product and able to buy my product. Place could be in city our
neighborhood area that is near to the customer. In Malaysia, usually this cosmetics product can
be get at any pharmacy. Example we can see all those cosmetics product will placed accordingly
at Guardian Pharmacy and Watson Pharmacy.
Thus, I will sale my product at any big supermarket and at any pharmacy because a lot of
hair product is been placed there too. Generally consumers know where they can get my product
this because once a month people will come to the supermarket and by things so they also can
grab the opportunity to buy my product. So i may distribute my product at one place that users
always come to buy many thing to satisfy their need and want at supermarket. Moreover,
customers also can get my product by purchase it through online and we will post it. The price of
the product is still the same. This is because to win the consumer heart to be loyal with my
product.









11

3.4 Promotion.
Promotion is the advantage to those new product that would like to enter the new market.
Promotion is a strategies for the marketers how to expand their business. Moreover, promotion
also is the best way of a business that communicate with customers. I as marketer for the my
product i need to do a lot of promotion in order to introduce my product to the customer. For my
promotion there are two promotion way can be through such as advertising and two ways
communicating . I would to brief promotion through advertising. I can advertising my product
through the print media such as template of paper or catalogue and spread it through all my
target place.
Next i also can advertise my product through social network. This is because our youth in
Malaysia so active in social network so they can like my company page and see all my 7 types of
product. In that social network (facebook) page i can show the what kind of hairstyle they can
make by using my product and the features of my product. Although, i will updated latest
promotion price in to that social network page so that my customer can grab it. My customer
may visit my company pages in order to get any new information about my product and the latest
product might be distribute in market.
Furthermore, two ways communicating is very strong promotion that can built a
relationship between customers. This is promotion also can help me a lot to gain huge total of
consumer that will buy my product. I will send my agent that expert in hairstyle to promote my
product at the same time maybe demonstrate how to create any hairstyle by using any of 7 types
Estyle hair rubber wax. I could sent this agent at the supermarket to do a promotion and also at
the most busiest street like a Bukit Bintang. Bukit Bintang also is a good place to do promotion
because at that place there are huge number of youth hanging around and they might be
interested with hairstyle if my agent do some demonstration how to use my product and what
style they can do at their hair by using my product.


12

4.0 Conclusion
For my conclusion in order to create a business and produce a product a marketer must
have to plan how can they enter the market. Identified what is a need and wants of the consumer.
Then choose the suitable product to produce for consumer. The product must be have its
specialities from the other product so that the user or consumer can accept the product in market.
Next, the marketer need to do a marketer strategies so that marketer know is it the product
suitable for a all consumer or only certain consumer is suitable for that product.
Furthermore, marketer should implement marketing mix. This is because this method
have been use a long time ago in marketing. The 4P's is needed to be implement for any product
or service. It will guidance the marketer is it the Product is useful to the consumer, the Place is
suitable to be enter in that market place, the Price of the product must be reasonable and lastly
Promotion is the most important part to introduce the product to the new market.












13

5.5 Bibliography
1. Referring MMG slide of Miss Fadhilah
2. Public Speaking Slide of My Midterm Test
3. Internet research http://www.managementstudyguide.com/marketing-mix.htm
4. http://www.mindtools.com/pages/article/newSTR_94.htm
5. http://www.gatsby.com.my/mainpage.asp?product=p_hs_main&type=cat