1. MKT 420
MARKETING CONCEPT
FOR SIMPLYSITI:
EAU DE PARFUME
it used to be my secret, now it's
yours.

2. EXECUTIVE SUMMARY
• Founded on early 2010 by famous singer Dato’
Siti Nurhaliza
• A global research medical aesthetics company
• Produces a line of SimplySiti skin care and
make-up products
• SimplySiti products are tested through human
testimonials
it used to be my secret, now it's
yours.

3. CURRENT MARKETING SITUATION
• SimplySiti lipstick range has become the most
item being sold by the company
• In 2012, SimplySiti has come out with a new
product to compete in the market that is Eau de
Parfume
• Over 85 percent consumers in Malaysia use
perfume in their daily life.
• Competition: Avon and The Body Shop has gain
their own followers and cover more than 30
percent of the market share
it used to be my secret, now it's
yours.

4. MARKET DESCRIPTION
it used to be my secret, now it's
yours.

5. TARGET MARKET
• Targeted to bring more customers from the
middle class level
• Professionals (consumer market)
• Students (consumer market)
it used to be my secret, now it's
yours.

6. MARKET SEGMENTATION
• DEMOGRAPHIC
• Age: 15 – 40 years old
• Social class: Middle class level
• Gender: Men and women
• PHYCHOGRAPHIC SEGMENTATION
• The information about the customers that are
related to our business is mostly a true fan of
Dato’ Siti Nurhaliza.
it used to be my secret, now it's
yours.

7. COMPETITIVE REVIEW
• ADIDAS : FIZZY ENERGY
• Price: RM59.00
• Features :
– can be used by women only
– a sparkling floral
– 30 ml
it used to be my secret, now it's
yours.

8. • BODY SHOP: NEROLI JASMIN
• Price: RM69.00
• Features:
– an Oriental Floral fragrance for
women
– 30 ml
it used to be my secret, now it's
yours.

9. • AVON: DIAMOND
• Price: RM85.00
• Features:
– Eau de Perfume spray for
woman.
– 30 ml
it used to be my secret, now it's
yours.

10. STRENGTHS AND WEAKNESSES
• Strengths
- Suitable for men and women
- Value pricing
• Weaknesses
- Lack of brand awareness.
it used to be my secret, now it's
yours.

11. OPPORTUNITIES AND THREAT
ANALYSIS
• Opportunities
- Increase demand
- To increase brand awareness
• Threats
- Competition
it used to be my secret, now it's
yours.

12. MARKETING STRATEGIES
• Product and Service Strategy
• Price Strategy
• Promotion Strategy
• Place (Distribution)
it used to be my secret, now it's
yours.

13. PRODUCT AND SERVICE STRATEGY
• Focus on few aspects:
• Product: The perfume (Pure, Precious,
Memoire)
• Quality: Made in France
• Design: Same level with the high quality
product
• Brand Name: SimplySiti itself has developed
into a well-known brand
it used to be my secret, now it's
yours.

14. it used to be my secret, now it's yours.

15. PRICING STRATEGY
• Fixed price of RM69.90
• Affordable to the targeted customer
it used to be my secret, now it's
yours.

16. PROMOTION STRATEGY
• Advertising : Create a story concept to
introduce it range of perfume
• Sales Promotion: Road show
• Public Relations: Promoting indirectly with
the production company
it used to be my secret, now it's
yours.

17. it used to be my secret, now it's yours.

18. it used to be my secret, now it's
yours.

19. PLACE OF DISTRIBUTION
• Supermarket: Tesco and Jaya Jusco
• Pharmacies: Watson and Guardian
• Channel One
SimplySiti Eau de Perfume Customers
• Channel Two
SimplySiti Eau de Perfume Others
Customers
it used to be my secret, now it's
yours.

20. it used to be my secret, now it's yours.

21. THANK YOU
it used to be my secret, now it's
yours.