1
TABLE OF CONTENTS
CHAPTER 1 - PROJECT OVERVIEW
1.1 – INTRODUCTION -5
1.2 - PROBLEM STATEMENT AND ISSUES -6
1.3 - OBJECTIVES AND AIMS -6
CHAPTER 2 - PROJECT PROFILE 2.1 – PRODUCT NAME -8
2.2 - PRODUCT CLASSIFICATION -8
2.3 - PRODUCT CHARACTERISTICS -8
2.4 - PRODUCT RANGE -8
2.5 – DISTRIBUTION -14
2.6 - PRODUCT LIFE CYCLE -14
2.7 - THE BRAND -15
2.8 - BRAND IMAGE AND IMPLICATION -16
2.9 - STRENGTH AND WEAKNESSS -16
2.10 - ADVANTAGES AND DISADVANTAGES -17
2.11 - UNIQUE SELLING PROPORTION -17
2.12 - PROMOTIONAL HISTORY AND ADVERTISING SCHEDULE -18
2.13 - POSITIONING STATEMENT -19
CHAPTER 3 - THE COMPANY 3.1 - COMPANY OVERVIEW -21
3.2 - BUSINESS DESCRIPTION -21
3.3 - COMPANY HISTORY -22
3.4 - KEY PEOPLE -22
3.5 - LOCATION AND SUBSIDIARIES -23
3.6 - BRANDS, MAJOR PRODUCTS AND SERVICES -29
3.7 - CORPORATE VISION -29
3.8 - CORPORATE MISSION -29
3.9 - COMPANY’S CURRENT PROMOTIONAL STRATEGY -29
3.10 - PRODUCT SALES’ HISTORY -30
3.11 - CURRENT MARKETING OBJECTIVE -31
3.12 - MEDIA EXPENDITURE -31
CHAPTER 4 - CONSUMER AND STAKEHOLDERS 4.1 - CURRENT CONSUMER’S CHARACTERISTICS -33
4.1.1 – DEMOGRAPHICS -34
4.1.2 – PSYCHOGRAPHICS -34
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TABLE OF CONTENTS
CHAPTER 5 - INDUSTRY AND MARKETPLACE
5.1 - THE INDUSTRY -36
5.1.1 - DEFINITION OF THE INDUSTRY -36
5.1.2 - SHAPE OF THE INDUSTRY -37
5.1.3 - DEVELOPMENT OF THE INDUSTRY -38
5.2 - THE MARKET PLACE -39
5.2.1 - CURRENT CONDITION OF THE MARKET PLACE -39
5.2.2 - CHANGES IN MARKETPLACE -39
CHAPTER 6 - COMPETITIVE SITUATION 6.1 - DIRECT COMPETITORS -41
6.2 - INDIRECT COMPETITORS -43
CHAPTER 7 - SWOT ANALYSIS 7.1 – STRENGTH -45
7.2 – WEAKNESS -45
7.3 - OPPORTUNITY -45
7.4 – THREATS -45
CHAPTER 8 - STRATEGIC TARGET AUDIENCE 8.1 - PROPOSED PRIMARY TARGET AUDIENCE -47
CHAPTER 9 - RESEARCH DEVELOPMENT 9.1 - MARKETPLACE RESEARCH -49
9.2 - MARKET OBSERVATION -51
9.3 - ONLINE SURVEY -52
9.4 – INTERVIEW -59
CHAPTER 10 - PRECEDENT STUDIES 10.1 - ADVERTISING STRATEGY - 61
10.2 - PRECEDENT STUDIES CHAPTER 11 – REFERENCES -67
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Chapter 1
4
Introduction
SLIPPERS play a big part of our lives and most of us would have owned a beloved pair or two that suffered through our adventures and were worn until damaged beyond repair.Also called flip flops, thongs and hawai chappal, slippers have evolved from a basic footwear into fashion statements that come in various shapes and styles. Footwear brands have patented some of their designs that range from simple designs to more eccentricof colours and shapes.One Malaysian brand, Fipper Slipper, has stayed faithful to the basic flat sole and Y-shaped strap for its designs. To add pizzazz to what would basically look like the slippers our parents used to wear, the company applies a wide palette of colours to its products.
Fipper believes that its offerings, which are made of genuine Thai rubber, have a broad appeal, and the company’s success appears to bear this out.Incorporated in 2008, Fipper now has 25 outlets in Malaysia, Cambodia, Vietnam, Thailand and as far as Atlanta, in the United States.According to the company’s website, it has established itself as an industry leader in the rubber slipper business, and it sure helps that it has captured attention with its rather motto, “Feel the Rubber”.
“Our tagline refers to the rubber that our slippers are made of. Because it is natural, it makes our slippers slip resistant, prevents bacterial infections and is free of Bisphenol-A, a compound used in many plastics that may have a negative health effect on infants, ” said Jack Lim, the company’s founder and CEO said.The brand’s adorable logo is a silhouette of an elephant, the
gentle giant that is synonymous with Thailand where the rubber used in Fipper flip flops come from.
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P r o j e c t O v e r v i e w
5
Problem Statement and Issues
Fipper is very popular among footwear. But their big problem is they have very big competitors with the pirate Fipper. This thing happened because people will normally buy the one that is
cheaper and that’s why pirate Fipper much more saleable compared to the original Fipper.
Other than that, they also have minor problem for example many customers don’t know about the existing of canvas shoes that have the element of rubber. They also didn’t realize that Fipper brand is a slip-resistant type of shoes and slippers. Other than that, customers misconception that Fipper can give bacterial infection.
Objectives and Aims
Objectives
Discover the characteristic of users especially teenagers and young adult
Create a roadshow and events at most University
Create a fashion show where the Fipper products wear by those popular teenagers artist to attract the teenage.
Promote the event for example the fashion show and roadshow through social media.
Attract the teenagers through teenage fashion magazine for example Seventeen, Cleo, Remaja and Lisa.
To aware the customers about the bad side of buying the pirate Fipper.
Aims
To ensure the teenagers are aware and exposed to the new products that Fipper come out with.
To diminished the perception that “Fipper can give bacterial infection”
To increase the number of buyers for original Fipper.
Chapter 1
P r o j e c t O v e r v i e w
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Chapter 2
7
2.1 Product Name
Fipper(Slippers and Canvas)
2.2 Product Classification
Fipper is rubber slippers that have a high quality, stylish design and comfort
footwear.
Fipper also has come up with various designs suited for different category
of flip flops lovers
2.3 Product Characteristics
Type
Fipper is a slipper product that using 100% natural rubber from Thailand and
it is slip resistant, prevents bacterial infections and is free of Bisphenol-A, a
compound used in many plastics that may have a negative health effect on
infants.
Packaging
Come with a plastic bag from Fipper for the slippers and the canvas shoes
Chapter 2
8
Prices
Fipper Classic : RM 13.90
Fipper Slim : RM 15.90
Fipper Junior : RM 12.90
Fipper Canvas : RM 69.90
Fipper Metallic : RM 27.90
Fipper Comfort : RM 22.90
Fipper Strong : RM 15.90
Fipper World Cup Edition : RM 14.90
*Free Fipper bag (RSP RM 3.90) with any purchace of Fipper strong
Chapter 2
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2.4 Product Range
Fipper Classic
Fipper Slim
Chapter 2
P r o d u c t P r o f i l e
10
2.4 Product Range
Fipper Junior And Metallic
Fipper Canvas
Chapter 2
11
2.4 Product Range
Fipper Comfort
Chapter 2
12
2.4 Product Range
Fipper Canvas
Fipper World
Chapter 2
P r o d u c t P r o f i l e
13
2.5 Distribution
Distribution of Fipper are both direct and indirect , from the factory straight it will
be distribute to their own outlets that Fipper already provide at certain shopping
complex. Beside they distribute to their own outlets, they also distribute to
selected shops as their dealers. For now they have 45 dealers around Malaysia.
2.6 Product Life Cycle
* The product for Fipper is reaching peak stage.
Chapter 2
P r o d u c t P r o f i l e
Sales
Intro
Growth
Peak
Decline
14
2.7 The Brand
Fipper Holding (M) Sdn Bhd (herein referred to as "Fipper") was
incorporated in 2008 to be the leading supplier, wholesaler and retailer
of our very own brand of footwear, fipperTM. Our dedicated team of
designers has always strived to produce top quality design of footwear
with attractive colors, design and dimensional specifications for
footwear lovers. At fipperTM, we always believe in innovation and
quality excellence. Due to our excellent record, our company enjoys a
good reputation and goodwill among footwear lovers all over the world.
As of to date, we have expanded our market reach to overseas
countries, such as Australia, Hong Kong, Singapore, Mauritius,
Cambodia, Vietnam and Europe.
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15
2.8 Brand Image and Implication
This brand is so popular but yet there are still people out there misconception
about Fipper. They don’t know about the good side when you buy an original
Fipper rather than by the pirate Fipper.Most feedback said that Fipper can give
bacterial infection this problem maybe cause by pirate Fipper because we don’t
know whether they pirate it with a natural rubber or not. Because lack of
information to the customers, people tend to misconception about Fipper when
they only can refer the feedback or information through online and social media.
2.9 Strength and Weaknesss
Strength
Using 100% natural rubber
Slip-resistant
Anti-bacterial
Light weigh
Fashionable
Washable
Have plenty of colours and new design
Weakness
Public perception (low quality)
Lack oof information about the banefits
No CSR ( Corporate Social Responsibility)
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2.10 Advantages and Disadvantages
Advantages
Easy to wash
Easy to wear
Very comfortable
Have many choices of colours
Safe to wear on slippery floor
Disadvantages
Have bad image from certain customers
Customers doesn’t know about the quality that Fipper product have
Have thousands of pirate Fipper to compete
2.11 Unique Selling Proposition (USP)
Fipper product use 100% natural rubber
It also a slip-resistant product
Fipper also have anti-bacterial
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2.12 Promotional History and Advertising Schedule
These are the history promotional advertising on Fipper product.
Chapter 2
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2.12 Promotional History and Advertising Schedule
These are the history promotional advertising on Fipper product.
2.13 Positioning Statement
Fipper is a very combatable footwear and very fashionable that suits all range of users especially teenagers and young adult.
Chapter 2
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Chapter 3
20
3.1 Company Overview
Fipper is a footwear company that use 100 % rubber from Thailand. The logo show a picture of a elephant and it represent where the rubber is from.Incorporated in 2008, Fipper now has 25 outlets in Malaysia, Cambodia, Vietnam, Thailand and as far as Atlanta, in the United States. According to the company website, it has established itself as an industry leader in the rubber slipper business, and it sure helps that it has captured attention with its rather motto, Feel the Rubber.The CEO, Jack Lim from Fipper said “our tagline refers to the rubber that our slippers are made of. Because it is natural, it makes our slippers slip resistant, prevents bacterial infections and is free of Bisphenol-A, a compound used in many plastics that may have a negative health effect on infants”.
3.2 Business Description
Footwear brands have patented some of their designs that range from simple designs to more eccentricof colours and shapes.One Malaysian brand, Fipper Slipper, has stayed faithful to the basic flat sole and Y-shaped strap for its designs. To add pizzazz to what would basically look like the slippers our parents used to wear, the company applies a wide palette of colours to its products.
Chapter 3
21
3.3 Company History
Fipper Holding (M) Sdn Bhd (herein referred to as "Fipper") was incorporated in 2008 to be the leading supplier, wholesaler and retailer of our very own brand of footwear, fipperTM. Our dedicated team of designers has always strived to produce top quality design of footwear with attractive colors, design and dimensional specifications for footwear lovers. At fipperTM, we always believe in innovation and quality excellence. Due to our excellent record, our company enjoys a good reputation and goodwill among footwear lovers all over the world. As of to date, we have expanded our market reach to overseas countries, such as Australia, Hong Kong,
Singapore, Mauritius, Cambodia, Vietnam and Europe.
3.4 Key People
Chapter 3
22
3.5 Location and Subsidiaries
Location
FIPPER MARKETING SDN BHD
No. 5 & 7, Jalan Indah 2/18, Taman Universiti Indah, 43300 Seri Kembangan, Selangor Darul Ehsan, Malaysia. Tel: +603-8942 3171 Fax: +603-8948 5171
Emal: [email protected] [email protected] PULAU PINANG
1. GURNEY PLAZA 2. QUEENSBAY MALL 3. SUNWAY CARNIVAL MALL 4. 1ST AVENUE MALL 5. MEGAMALL PACIFIC 6. AUTO CITY, JURU 7. BATU FERRINGHI
PERAK
1. AEON STATION 18 1. AEON SERI MANJUNG
KEDAH
1. KULIM LANDMARK CENTRAL 2. CENANG MALL
3. AMAN JAYA MALL 4. RESTORAN MENG HWA
MELAKA
1. DATARAN PAHLAWAN, MELAKA MEGAMALL
PAHANG 1. KUANTAN PARADE JOHOR 1. PLAZA SENTOSA 2. KSL CITY MALL
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T h e C o m p a n y
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3. AEON (BUKIT INDAH) 4. SUTERA MALL
KELANTAN
1. KB MALL
SABAH
1. 1BORNEO HYPERMALL 2. SURIA SABAH SHOPPING 3. MEGALONG SHOPPING 4. METRO TOWN
SARAWAK
1. EMART REALRY (KUCHING) S/B 2. BOULEVARD MALL
3. PLAZA MERDEKA
BRUNEI
1. BELAIT
USA
1. POH & SON
VIETNAM
1. CONG ANH TRADING & SERVICES 2. THU THAI XUANG
CAMBODIA 1. PHNOM PENH 2. PHNOM PENH THAILAND 1. BANGKOK INDONESIA 1. FIPPER INDONESIA
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Outlets
Our Dealers
Sungei Wang Plaza
Earthfour Retail,
Lot Ks 1-3, 2nd Floor,
Sungai Wang Plaza,
Jalan Bukit Bintang,
55100 K.L
Berjaya Times Square Shopping
4-19, 4th Floor,
Berjaya Times Square,
55200 K.L
Terminal Bersepadu Selatan(TBS)
Terminal Bersepadu Salak Selatan,
Bandar Tasik Selatan,
Cheras, Selangor D.E
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Our Dealers
RAHSIA JELITA (SRI RAMPAI) NO.37,Jalan 46A/26,
RAMPAI TOWN CENTRE, 53300,K.L
RAHSIA JELITA (TAMAN MELAWATI) 51,G Jalan NEGARA,
TAMAN MELAWATI.
RAHSIA JELITA (SUNGAI MAS) 15,Jalan BATU AMBAR, TAMAN KOK LIAN, K.L
SELVAN HOLDING (M) SDN.BHD. - (W) NO 6, SIDEWALKMAG STORE,
BBPlaza Jalan BUKIT BINTANG 55100 K.L
168 STORE ( Jalan THONG SHIN ) NO.19, Jalan TONG SHIN,
50200 K.L
168 STORE ( GENTING ) B5, RESORTWORLD HOTEL, GENTING HIGHLAND, 69000 BENTONG.
168 STORE ( Jalan PUDU ) WISMA HAINAN,
112 & 114 GROUND Floor Jalan PUDU, 55100 K.L
168 STORE (179, JLN B.BINTANG) GRFloor LOT D1, KL Plaza, NO.179, Jalan BUKIT BINTANG, 55100 K.L
168 STORE (20, JLN B.BINTANG) 20, Jalan BUKIT BINTANG, 55100, K.L
168 STORE(CHANGKAT)
NO.92, CHANGKAT BUKIT BINTANG, 50200, K.L.
STORE 012 584247-V (DAMANSARA) NO.32A-G,Jalan PJU 5/20D,
THE STRAND,KOTA DAMANSARA, 47810 PETALING JAYA,
SELANGORDARUL EHSAN. TUKUL CIPTA INDUSTRI SDN BHD LOT 1-03A & 1-05,WANGSA WALKMALL, WANGSA AVENUE 9,
Jalan WANGSA PERDANA 1, WANGSA MAJU,53300 K.L
UNIMAX HOLDINGS SDN.BHD. WISMA TKT,GROUND Floor, 2/4 Jalan DANGWANGI, 50100 K.L
V LIKE GIFT & TRADING
568-1-52,KOMPLEKS MUTIARA, 3 1/2,Jalan IPOH,
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27
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3.6 Brands, Major Products and Services
Fipper handle everything about this product by itself. They don’t have parents company that handle with them.
3.7 Corporate Vision
“To Enrich Footwear Experience In an Eco Friendly Environment”
3.8 Corporate Mission
“Design and produce quality footwear for all walks of life”
3.9 Company’s Current Promotional Strategy
With every 2 pairs purchase customers will get 2nd pair for RM2 Discount
Fipper Launch in Mauritius ( 2011 )
Fipper comeout in Yezz magazine (September edition 2012)
Fipper been promote in Remaja magazine (Julai edition 2012)
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3.10 Product Sales’ History
Official information was not available; it is stated as private and confidential. However the information i manage to obtain was the sales is static.
Chapter 3
T h e C o m p a n y
Sales
Time
30
3.11 Current Marketing Objective
Long term
For our long term activity, we now open for those who interested to joint us for being a part of our company as franchisee. By now we have almost 50 outlet Malaysia and oversea.
Short term
Rebranding Fipper on the corporate identity.
3.12 Media Expenditure
Mostly Fipper will promote their product through flyers and magazine. These are the past promotion that I manage to find :
Magazine Flyer
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Chapter 4
C o n s u m e r s
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4.1 – Current Consumers’ Characteristics
4.1.1 Demographics – Identify “current” demographics situation;
Age : 18 – 30
Gender : Male & Female
Education : Students and Working teenagers
Occupation : College students and Working teenagers
Income range: Students (Allowance : RM400 - 900)
Working Teenagers (Allowance : RM 1000 - 3500)
Race & ethnicity : All races and ethnicity
Geographical location : Urban
4.1.2 Psychographics - Identify “current” psychographics situation;
Perception: Like to wear something simple. Like to have something that easy to
maintain . Normally they don’t like to wear shoes.
Learning: Friends,Family, Social media and Magazine
Motivation & needs: Promote more especially at the University area create more interesting events for the youth or sponsor the events.
Attitude & Personality: Sporty, Fashionable, stylish, outgoing
Lifestyle: Active
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4.2 – Stakeholders’ Characteristics
4.2.1 Primary
• Shareholders
Investing money to the company in interest of a share on its profit. • Employees
Contributing to the company in cooperation with their directors, in exchange for the wages to support their live.
• Consumers
Spending money for the goods produced by the company if they are in good quality or with a good branding, which contributes to the company revenue.
4.2.2 Secondary
• Media and Journalist
Setting up company goals and supervising company development in collaboration with the board of directors.
• Distributors
Aids the distribution of the goods produced while earning from the service provided. • Retailers
Aids the selling of the goods product directly to customers
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Chapter 5
I n d u s t r y
a n d
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5.1 The Industry
5.1.1 Definition of the Industry
Footwear like slippers and shoes play a big role in our daily life. It
also goes under fashion criteria. Footwear is in a fashion industry. In
this era, people will focus more on how they dress up where ever
they go. No matter how simple we wear we still need to look good
and versatile. Fashion is simple if we know what are suits for us.
Fipper bring us to experience the uniqueness of rubber in our
lifestyle. We seldom wear things that use rubber as the main
ingredient but Fipper give us the unique design and plenty of colours
to choose to complete our outfit.
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I n d u s t r y
a n d
M a r k e t p l a c e
Heel
s
Slippers
Fipper
Shoes
36
5.1.2 Shape of the Industry
The house slippers industry falls under the auspices of the nonrubber footwear industry, which produces all types of footwear except rubber protective and rubber-soled "sneakers." House slippers may be constructed with leather, vinyl, plastic, cloth, or textile uppers for both genders of all ages. The modern structure of house slipper manufacturing is characterized by several major brand names with primary distribution through department store venues. The leading brand names differentiate themselves by comfort and fashion levels. In the late 2000s, the leading brand names included Dearfoams by R.G. Barry Corporation and Isotoners by Totes Isotoners.
Despite a recession during the late 2000s, which extended into the early 2010s, the slipper industry performed well, capitalizing on consumers' desire to "nest" during economically troublesome times as well as on a growing crossover trend to make slippers in styles suitable for out-of-the-house wear, first made popular with UGGs by Decker Outdoor Corporation. To maintain profitability, the house slipper industry considered new technology essential to increasing productivity and lowering costs of manufacturing. The increased use of computers had already integrated design, management, manufacturing, and marketing functions.
Overall, the industry emphasized such nonprice factors as quality and quick delivery in competition with imports. Through computer-aided design (CAD) and computer-aided manufacturing (CAM), companies linked computer system data to autostitchers, milling, and turning machines. The industry also increased its use of three-dimensional CAD, which produces more accurate slipper patterns and reduced the number of prototypes needed. The industry must compete with cheaper imports, and much of the industry's production facilities are outsourced to overseas locations to take advantage of cheaper labor.
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5.1.3 Development of the Industry
For shoe retailers, comparable-store sales is a key measure of revenue performance. Although this statistic is not displayed as part of our numerical presentation on the Value Line page, it is often referenced by analysts within the stock commentary. This metric measures top-line growth at the existing store base over a set period of time, usually on a quarterly or yearly basis, rather than including newly opened locations. Healthy same-store sales gains indicate that the retailer is successfully stocking desirable products and provides meaningful insight into future earnings performance. Although retailers face high fixed costs related to rents and inventory, strong comparable-store sales growth will dilute the impact of these expenses and improve operating leverage.
Inventory levels are also of particular concern. Inventory growth is positive, if it is paired with an increased market presence. However, it may mean a sharp decline in profitability is at hand, absent a corresponding rise in the store count/distribution footprint. Retailers that misread market dynamics and order excess product often face the prospect of deep discounts, depleting profits. The same can be said of wholesalers that overproduce footwear without a corresponding retail market.
Investors in these stocks should focus on companies with healthy growth and a lean cost structure. Efficient inventory management is of the utmost importance, as fashion trends may change seemingly overnight. For retailers, this means maintaining a pulse on consumer demand and achieving economies of scale in procurement and marketing functions. Within the wholesaling segment, this means strong supply chain management coupled with an increasing distribution footprint. This type of flexible structure enables a shoemaker to adapt to changing trends and come out a relative winner no matter what the economic environment.
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5.2 – The Marketplace
5.2.1 Current Condition of the Marketplace
Nowadays, teenagers like to wear slippers because of the trend.Slippers are more easy and trendy at the same time and this is why it become a trend. It also called as flip flops, thongs and hawai chappal, slippers have evolved from a basic footwear into fashion statements that come in various shapes and styles. Footwear brands have patented some of their designs that range from simple designs to more eccentricof colours and shapes.
5.2.2 Changes in Marketplace – identify the positive and negative
points
Positive:
Taken as a whole, the Shoe Industry could be described as mature. However, barriers to entry are far from insurmountable. Since demand is largely driven by fashion and demographics, newcomers with a hot product may thrive at the expense of a fading rival. Indeed, the profitability of individual companies depends on their ability to design attractive footwear lines and remain at the forefront of consumers' consciousness.Negative: Product Innovation
Due to rapidly changing tastes of shoe buyers, it is important for shoemakers to continually offer better and bolder product lines to catch the consumer's eye. For the athletic shoe companies, this largely means improving comfort and performance. In the dress and casual markets, it means offering smart, fashion-forward designs. Superior products also command higher price points, improving profitability. That said, the worst thing a company in the shoe industry can do is expect to coast by on the back of a few successful product offerings as the rest of the market passes it by. Even though this can lead to great short-term growth, it is not a recipe for long-term sustainability. The success of a company's product offerings can generally be gauged by the following performance metrics.
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Chapter 6
40
6.1 Direct Competitors
Havaianas
The birth of Havaianas (1962)
The first pair of Havaianas was born in 1962. It was inspired by the Zori, typical Japanese sandals made of fabric straps and rice straw soles. It is for this reason that the foot-bed of all Havaianas have a textured rice pattern, one of its many unmistakable features.
The creation of great slogans (1970)
Would you believe it that even in those days people were already trying to copy Havaianas? The famous slogan - “Havaianas. The real ones” - was launched. One just needs to hear the sentence “They don’t lose their shape, don’t smell and the straps don’t get loose” to remember the commercials starring comedian Chico Anysio during the 70s and 80s.
1990
“Havaianas. Everyone wears them.”Havaianas communication undergoes a great change. Famous people such as Malu Mader, Bebeto, Hortência and Luana Piovani were showing their feet on TV. It was true: everyone wore Havaianas. In magazines, the color explosion and fun images found on the ads conveyed the Havaianas up-beat mood.
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2004
Diamonds are forever, and so are Havaianas. In 2004, a special edition was created in a partnership with jeweler H.Stern, it featured an 18 karat gold finish and was encrusted with diamonds. A pair of sandals that is a jewel.
Slim (2006)
Havaianas Slim were created to please women even more. The slimmer, more delicate, straps became the talk of the town and nowadays are a brand icon.
2007
A symbol of Brazilians’ high spirits everywhere, Havaianas sets foot in the USA for good. It is the beginning of the brand’s international expansion’s second stage.
2008
Continuing to grow rapidly abroad, Havaianas establishes a presence in Europe. The chosen spot to house the brand and a team of several different nationalities was Madrid. Ole.
2009
The year starts with a big brand event, the opening of Espaço Havaianas in Sao Paulo. A store that offers everything Havaianas aficionados have always dreamed of: a complete line of sandals, exclusive products designed only for the international market, customization and new products. Espaço Havaianas conveys the brand’s up-beat mood and magic, it's impossible to describe using words… you need to see it with you own eyes!
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6.2 Indirect Competitors
A playground for shoe lovers and addicts, Vincci / VNC was among the first Malaysian brands to push the boundaries in footwear by introducing hot off the runway styles at incredibly
affordable prices. We approach shoe making as an art form and design challenge. Drawing inspiration from the great maisons, fashion week events and up-to-the-minute fashion news, we create footwear that are distinctive, desirable and on trend. The same approach is also extended to our bags and accessories collections. By adhering to affordability, trendiness and a quick-to-market strategy, Vincci / VNC is today an iconic brand with a huge global following of adoring shoes enthusiasts.
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8.0
STRATEGIC TARGET AUDIENCE
8.1 Proposed Primary Target Audience
DEMOGRAPHICS Age : 18-25 years old
Gender : Female and Male
Education : High School, College/University, Post-graduate
Occupation : Students and Working Teenagers
Income Range : Students (Allowance: RM 500 and above)
Workers (Salary: RM1000 and above)
Race and Ethnicity : All races and ethnicity
Geographical Location : Urban PSYCHOGRAPHICS
Perception: Like to wear something simple. Like to have something that easy to maintain . Normally they don’t like to wear shoes.
Learning : Friends, Family,Fashion show on Television, Magazines.
Motivation & Needs : Promote more especially at the University area create more
interesting events for the youth or sponsor the events.
Attitude & Personality : Outgoing, Sporty, Fashionable, stylish
48
9.1 MARKETPLACE RESEARCH
Berjaya Time Square | Fipper Outlet
Located at Berjaya Time Square just next to Bukit Bintang shopping mall. This is one of the famous spot in Kuala Lumpur. At Bukit Bintang Fipper also have another outlet. At the Berjaya Time Square, Fipper’s outlet quite big compared to the one at the Bukit Bintang. At the Berjaya Time Square they have place where you can sit and try the slippers or walk around to see whether it is comfortable or not.Fipper is one of the most established company in Malaysia that open other outlet outside of Malaysia.That is something we should proud of. Due to our excellent record, their company enjoys a good reputation and goodwill among footwear lovers all over the world. To ensure their slippers are of high quality and only contain natural rubber, they spent a considerable amount of money in coming up with their very own molding to ensure their customers only get the original slippers.
49
9.1 MARKETPLACE RESEARCH
50
9.2 MARKET OBSERVATION
Apart from observing product price and placement, i observed the market of each product too. This is because I want to see which are attract the customers the most. Following are the findings:
Type of Product
Berjaya Time
Square
10 a.m – 2 p.m
Bukit Bintang
Shopping Mall
3 p.m – 7.pm
Classic
3
4
Slim
1
6
Junior
2
1
Comfort
-
1
Metallic
1
-
Heel
-
-
Canvas
-
-
Slick
1
3
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9.3 ONLINE SURVEY
The online survey was conducted from 13th to 14th of July 2013, with a total of 105 participants. This survey is to analysis and investigate people perception Fipper product.This survey also to analysis how many people realize about the benefit that in Fipper products.
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9.3 ONLINE SURVEY
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9.3 ONLINE SURVEY
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9.3 ONLINE SURVEY
Question 4
9.3 ONLINE SURVEY
55
9.3 ONLINE SURVEY
56
9.3 ONLINE SURVEY
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9.3 ONLINE SURVEY
Question 7
As a conclusion, I conclude that 78% from the responses Don’t realize that Fipper
is an anti- bacterial slipper. This is maybe because Fipper have lack of promotion
about what are good about their product. Other than that, I realize that 69% of
them don’t even know the existing of canvas shoes in Fipper products. This is due
to the lack of promotion too. Most of the responses suggest that Fipper should do
more on the advertising side and promotion in order to achieve the brand
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9.4 INTERVIEW
(Through E-mail)
I interview one of the designers in Fipper through email. I asked her about what are their long and short coming activities and she responded that Fipper are going to rebrand their corporate identity and in the long term activity they are going to open the chances to all the new graduates’ student to work with them as a freshies. I also asked her who the founder of Fipper and their board director is. She did gave me all the information’s. It really helps me. She also gave me Fipper’s catalog for me to make revise so that I have the idea what actually Fipper concept looks like. She also offered me to join them in rebranding their corporate identity so that I can gain experience in the future. This is one of our conversation.