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Marketing Management

Cosmetic (SimplySiti VS Clinique Laboratories)

Fiq Rashid

on 16 November 2012

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Transcript of Marketing Management

Cosmetic Industry
(SimplySiti Vs Clinique) Marketing Management Achievements
Won Best Halal Products in 2010 Halal Journal Awards
Best Product category Halfest 2011
Best Packaging category Halfest 2012
The Brand Laureate - Small and Medium Enterprises Chapter Awards (The BrandLaureate - SME's Chapter Awards), one for her SimplySiti range, for Most Promising Brand and another one for herself Introduction SimplySiti
Dato’ Siti Nurhaliza
Skin Care and Make-up products
Two years of research with AC Nielsen to study the market and target customers
Are produced in Korea(nanotechnology)
Inspect every aspect of the production with strict regulations(Halal)
Signed a contract a British toiletries company, Standard Soap for producing SimplySiti new products such as shampoo, anti-perspirant and other toiletries SimplySiti Vs Clinique Laboratories

Clinique Labolatories have been established long ago August 1968 by Estee Lauder daughter in-law both Carol Phillips and Dr. Orentreich were recruited to create the brand
Both SimplySiti and Clinique share the same concept, "formulates their products avoiding known allergens by testing them through human testimonials"
Tests are conducted on human volunteers to ensure that the makeup does not clog pores or trigger blemishes(Clinique) Solutions Problems Unclear target market
Lack of information
Lack in R&D
Korea product
Lack in aggressive advertising& promotions They need to clarify their target market.
Undergoes a series of serious R&D. Their R&D should be consistent
They should consider on expanding their coverage to other countries.
Stop producing the product in Korea, installed a plant locally and hire local expertise
Aggressive and diverse advertising and promotions People Modern Business Problems Organization Management of Simplysiti must have a department for a call center that help customers using an advanced customer relationship management system The culture of business firm also affects how the technology is used and how a specific firm uses information system
Hiring a potential worker to do each department to make sure the quality of the brand give satisfaction the customer Marketing Mix
Main target market is woman
Place to sell the products
Price is also one of the most important elements
Promotion is the activity that can increase the sales of a product

Product Life Cycle
Product life cycle is very important concept in marketing
Entered the growth stage
Should increase their market share as well as increase the brand preference
New idea to attract new customers as well as maintaining their current customers
Add their distribution channel due to high demand
Conduct more promotional activities Marketing Theories SimplySiti Clinique Laboratories Highly-priced
Lack of tv ads
Muslim, not confident with Halal status(alcohol)
Same design of packaging SimplySiti Clinique Laboratories Create one affordable line, quality approved
Increase TV ads
Clarify Halal status to increase Muslim user
Innovate the design of the packaging but maintain the value
Full transcript