FYP PROPOSALS-Scholl

3rd

FCM Media Innovation: Final Year Project Proposal 3

Name                                    :  Michelle Leong Wai Leng

Student ID                          :  1081102109

Brand                                    : Scholl

Product Category             : Beauty, Cosmetics and Toiletries

Information

·         Dr. Scholl's is a division of Schering-Plough, "a global science-based health care company with leading prescription, consumer and animal health products."

·         The brand specializes in foot care products since the founder, William Mathias Scholl invented his first product, the "Foot Eazer", in 1903.

·         The company was born in Chicago (USA) in a small shoe store specialising in comfort and specialist footwear.

Market situation

·         The brand is targeted to teenagers and young adults especially female who like/need comfort foot wear and foot care.

·         The reason of making female as their target audience is because the number of females in workforce has increase dramatically since the 1950's, and they seek for latest fashion which is presentable and comfortable.

·         According to the High Heels Survey based in America, 72% of women wear high heel shoes and 42% of these women admitted to wearing uncomfortable shoes.

·         Foot Care Products in the US had a 5.7% sales increase, with sales reaching $793 million over the counter medication and device sales.

Issue and Problems

·         The company has a loyal and solid customer base, and has seen constant, but slow growth over the past few years.

·         Historically the brand have been marketed to an older demographic

·         Products are very similar to those offered by competitors.

·         The products are often expensive compared to other company products.

Ideas/Concepts

·         Introduction of the brand to the younger market.

·         Expand and improve existing products and also discover, develop and acquire new products to the consumers.

·         The introduction of the products accompany by print, radio, TV and internet advertising can easily generate a buzz that these are the must have foot products.

Citations/References:

·         http://marketingpractice.blogspot.com/2008/06/dr-scholls-taking-care-of-foot.html

·         http://www.fundinguniverse.com/company-histories/SSL-International-plc-Company-History.html

·         http://www.teresatravis.com/files/Marketing%20Plan%2008_07.pdf

FYP PROPOSALS-High 5

2nd

FCM Media Innovation: Final Year Project Proposal 2

Name                                    :  Michelle Leong Wai Leng

Student ID                          :  1081102109

Brand                                    :  High 5 Bread

Product Category             :  Food and Beverage

Information

·         Silver Bird Group Berhad had established itself as one of the dominant bakery and confectionery manufacturers in the country.

·         The company started selling High 5 bread in 1999, and has impressively grown in the market and still rising.

·         High 5 is baked in the tradition of European Master Bakers, the origin of the world's finest bread.

·         The bread has the balance of five main nutrients with no artificial preservatives that gives our body the energy, growth and good health to live a full life.

Market situation

·         Silver Bird controlled an estimated 27% market share in the premium bread market in 2005, still lagging market leader Gardenia's 65% share.

·         Rivalry between the two companies is expected to intensify as High 5 is hitting hard on Gardenia's market, domestically and in Singapore.

·         The High 5 market still has plenty of rooms for growth where the market presence is still smaller compared to the largest competitor.

·          

Issue and Problems

·         Customers lack of confidence of brand due to the crisis in September 2006 where the High 5 bakery in Nilai, Negeri Sembilan was reported unhygienic, employed illegal workers and used cooking oil without a halal certification.

·         Competitor always got high promotional activities.

·         Lack of brand awareness and acceptance on target audience.

Ideas/Concepts

·         Boost the confidence of the consumers by organizing campaign or event on healthy bread corresponds to the brand High 5.

·         Increase the promotional activities that educated the consumers about the healthy, well-balanced and nutritious diet in High 5.

Citations/References:

·         http://thestar.com.my/news/story.asp?file=/2006/9/14/nation/15427192&sec=nation

·         http://file.lcmart.com/notyet/silverbird20050818.pdf

·         http://www.silverbird.com.my/daily.php

·          

FYP PROPOSALS-Eucerin

1st choice

FCM Media Innovation: Final Year Project Proposal 1

Name                          :  Michelle Leong Wai Leng

Student ID                   :  1081102109

Brand                          :   Eucerin

Product Category       : Beauty, Cosmetics and Toiletries

Information

·         Beiersdorf Malaysia is the parent company which manages several household skincare brands locally including Nivea and Eucerin.

·         Eucerin is the dermatologist-recommended skin care brand based on honest skin science.

·         The product sustains and restores skin's health and provides consumers the confidence of a healthy radiant skin.

·         By choosing active ingredients and requiring clinical proof, Eucerin contains the excellent product quality and the combination of effectiveness and superior skin tolerability.

Market situation

·         Worldwide, Eucerin sales are growing at double-digit rates in recent years.

·         More and more people are seeking well-tolerated products that offer effective solutions for their special skin care problems.

·         Eucerin is sold almost exclusively in pharmacies and comparable sales channels.

·         The company's geographical regions are categorized into three regions, namely, Europe, Americas and Africa/Asia/Australia.

·         Europe region accounted for 65.5% of the company's total revenues for the fiscal year 2009, followed by Africa/Asia/Australia (19.7%) and Americas (14.8).

Issue and Problems

·         Although Eucerin and Nivea are under the same parent company, but majority of the people would choose Nivea products rather than Eucerin.

·         Traditionally, the brand had only targeted the old age adult compare to the younger group.

·         The attractiveness of the brand packaging is not high compare to other competitors.

·         Lack of contents and information about the products on the packaging.

Ideas/Concepts

·         Replace younger group as their main target audience.

·         The clearness of text on the pack had to be improved and the package was too crowded by design and text. Therefore, the overall packaging design has to improve.

·         Create more advertisement to gain attention or persuade consumer to be loyal to the brand.

Citations/References:

·         http://www.dksh.com.my/htm/388/en_MY/DKSH-provides-Market-Expansion-Services-for-Beiersdorf-in-Malaysia.htm?Id=283981

·         http://www.associatedcontent.com/article/104487/dry_skin_or_eczema_try_eucerin_calming.html?cat=69

·         http://marketing-interactive.com/news/19200

·         www.beiersdorf.com/GetFile.ashx?id=203

·         http://www.specialchem4cosmetics.com/services/news.aspx?id=1698