Situation Analysis Esmeria Organics

MMI 3033 DESIGN PROJECT 1 MEDIA INNOVATION FACULTY OF CREATIVE MULTIMEDIA

SITUATION ANALYSIS BEAUTY & COSMETIC INDUSTRY

ESMERIA ORGANICS ILI FARHANAH BT NORIZAN 1081101502 DELAT YEAR 2011/2012

DATE OF SUBMISSION 29 TH NOVEMBER 2011

TABLE OF CONTENT CONTENT

CHAPTER 1: PROJECT OVERVIEW

4

1.1: Introduction

5-6

2.1: Problem Statement and Issues

6

3.1: Objectives and Aims

7

CHAPTER 2: PROJECT PROFILE 2.1: Product Name

8 9

2.2: Product Classification

9

2.3: Product Characteristics

9

2.4: Product Range

10 - 18

2.5: Distribution

18

2.6: Product Life Cycle

19

2.7: The Brand

19 - 20

2.8: Brand Image and Implication

20

2.9: Strength and Weakness

20 -

2.10: Advantages and Disadvantages

21

2.11: Unique Selling Proposition (USP)

21

2.12: Promotional History and Advertising Schedule

22

2.13: Positioning Statement

22

21

CHAPTER 3: THE COMPANY

23 2|Page

3.1: Company Overview

24

3.2: Business Description

24

3.3: Company History

24 -

3.4: Key People

25

3.5: Location and Subsidiaries

25

3.6: Brands, Major Products and Services

26

25

3.7: Corporate Vision

26

3.8: Corporate Mission

26

3.9: Company’s Current Promotional Strategy

26 -

3.10: Product Sales’ History

27

3.11: Current Marketing Objective

28

3.12: Media Expenditure

28

27

CHAPTER 4: CONSUMERS AND STAKEHOLDERS

29

4.1: Current Consumers’ Characteristics 30 4.2: Stakeholders’ Characteristics 31

CHAPTER 5: INDUSTRY AND MARKETPLACE 32 5.1: The Industry

33 -

35 5.2: The Marketplace

35

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CHAPTER 6: COMPETITIVE SITUATION

36

6.1: Direct Competitors

37 -

6.2: Indirect Competitors

39

39

CHAPTER 7: SWOT ANALYSIS

40

7.1: Strength

41

7.2: Weakness

41

7.3: Opportunity

41 -

42 7.4: Threats

42

CHAPTER 8: STRATEGIC TARGET AUDIENCE 43 8.1: Proposed Primary Target Audience

44

8.2: Proposed Secondary Target Audience

45

CHAPTER 9: RESEARCH DEVELOPMENT 9.1: Marketplace Research

46 47 - 49

9.2: Market Observation

49

9.3: Online Survey

50 -

54 9.4: Interview

CHAPTER 10: PRECEDENT STUDIES 10.1: Advertising Strategy

55 - 56

57 58 -

60 4|Page

10.2: Precedent Studies

61 -

69

CHAPTER 11: REFERENCES 71

70 -

CHAPTER 12: APPENDICES 80

72 -

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CHAPTER 1 –

PROJECT PROJECT OVERVIEW

CHAPTER CHAP TER 1: PROJECT OVERVIEW 1.1

Introduction

Esmeria Organics, the first Malaysian certified organic skincare brand was launched on 19 January 2011. Also the first in South-East Asia, Esmeria Organics has been certified by Ecocert, an internationally recognized organic certification that guarantees formulation and manufacturing of the products are are resp respec ecte ted d to the the envir nviron onm ment ent as well well as usin using g 100% 100% tota totall orga organi nic c ingredients. Strict regulation and review on the raw materials indicates the high grade ingredients used in the products. Esmeria Organics aims to fill the void of a genuine certified organic skincare line for all, through its wallet-friendly pricing. It preferred to keep the 6|Page

pricing competitive and affordable, hence the smaller packaging with lower pric price es. Bulky ulky packa ackagi ging ng is opte pted out as to be frie friend ndli lie er tow towards ards the the environ environme ment. nt. To fill the standar standards ds as a certif certified ied organi organic c brand, brand, even even the pac packagi kaging ng has has to be ecoeco-fr frie iend ndly ly and and must ust be recy recycl clab able le.. As for for the the ingredients, finest plants are imported from the United States and Australia. Esmeria Organics’ key actives ingredients are some of the most advanced bio actives available in the market and have been proven to solve skin problems, through years of research. For avid organic products users, Esmeria Organics is a remarkable news for them as there is limited choice of organic skin care in Malaysia market. However, much to our dismay, majority of skin care users are having wrong perce perceptio ption n on genuin genuine e organic organic product product qualiti qualities. es. Many Many are fooled fooled by the marke arketi ting ng term terms s like like “n “nat atur ural al”, ”, “h “her erba bal” l”,, or “org “organ anic ic”, ”, at face face valu value. e. Consumers are not practiced reading the fine prints on the product’s label. As much as we care on what we ingest, we should apply the same concern toward the products smeared onto our skin, which is one of the main routes for toxic chemicals to enter our system and cause many health problems. In faith faith that that the the first first certi certifie fied d organ organic ic brand brand in Mala Malays ysia ia coul could d beco become me the the foundation towards healthier and safer beauty and lifestyle.

1.2 1.2

Prob Proble lem m Sta State tem ment ent and and Iss Issue ues s

1.2.1 1.2.1 Problem Problem Statem Statement ent

Esmeria Organics has only recently entered the Malaysian market this early of the year. However, the brand is lacking of big advertising promotion and creative advertising strategies promoting the brand and its products that resulted to low brand awareness level among generic consumers.

1.2. 1.2.2 2 Issu Issues es

Below are the issues identified:

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1. Not reading and understanding understanding product’s ingredients – Skin

care users are mostly ignorant when it comes to reading and knowing the ingredients. They are not thoroughly educate on most ingredients used in one product, especially harmful ones.

2. All organic skin cares are assumed to be expensive – Users

kept to the idea that all organic skin care brands are expensive. As much much true true it is, due due to the the fine fine ingre ingredi dien ents ts and and proc proced edure ure in creating the products, there are still many cheap alternatives of organic skin care available in Malaysia, but lacking the exposure.

3. Unaware of source to find organic product – Organic brand is

slowly climbing its stairs in gaining consumers attention. A few organic brands have entered the aisle in major pharmacies but many does not realizing its presence.

Misunderstoo stood d by false false marketin marketing g terms terms – Terms such as 4. Misunder

“chemi “chemical cal-fre -free” e” and “natural “natural” ” are just just a misuse misused d of marke marketin ting g terms, terms, wh which ich cause cause misund misunders erstand tanding ing and confus confusion ion betwe between en genuine and false organic products.

1.3 1.3

Object jectiv ives es and Aims ims

1.3.1 1.3.1 Obje Object ctiv ives es

Below are the objectives of the project:

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To garner and process process information information and date about the brand and its product. To identify identify the the product’s product’s strengt strengths hs and weakne weaknesses sses To calculate calculate brand awareness awareness and perception perception through surveys on the target audience To compile compile all these materials materials and create advertising advertising strategies strategies and how to make improvement.

1.3.2 .3.2 Aims ims

This project project aims aims to develo develop p all the gathered gathered vital vital information information in order to make more creative and effective advertising strategy targeting to specific audience range. Finally, at a future point in time, this project will help to enhance the brand image, raise brand awareness, increase product sales and thus thus lead leadin ing g peop people le to safe saferr and and healt healthi hier er beau beauty ty and and life lifest styl yle e by usin using g organic skin care products.

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CHAPTER 2 –

PROJECT PROJECT PROFILE 10 | P a g e

CHAPTER CHAP TER 2: PROJECT PROFILE 2.1

Product Name

Esmeria Organics

2.2 2.2

Prod Produc uctt Clas Classi sifi fica cati tion on

Esmeria Organics is a certified organic skin care focuses on using natural bio actives in their product targeted on health-conscious consumers and is a non-durable product.

2.3 2.3

Prod Produc uctt Cha Charact racter eris isti tics cs

2.3.1 2.3.1 Type: Type: Organ Organic ic skin skin care care

2.3.2 Packaging: Packaging: Environmen Environmental-frie tal-friendly ndly packaging packaging and container container – Tube and bottle packaged in boxes

2.3.3 Skin Care Care Range: Range: Glasswort Glasswort – For dry dry and mature mature skin Prickly Pear – For normal to combination skin Alphine Willowherb – For oily & acne prone skin

2.3.4 Pricing Range: Range: RM29.90 RM29.90 – RM49.90 RM49.90

2.3.5 Unit Per Sale: Per tube / Per bottle bottle

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2.4

Product Range

2.4.1 Esmeria Esmeria Organic Organics’ s’ skin care range Esmeria facial skin care features some of the most effective natural Bio Actives available. The product ranges are designed specifically to help slowing down the natural aging process and achieve natural even skin tone. Being free from unfriendly and harmful ingredients, they will not aggravate or stress your skin. Currently, the skin care ranges available to consumers are Glasswort – For dry and mature skin, Prickly Pear – For normal to combination skin, and Alphine Willowherb – For oily & acne prone skin. Each series has its own beneficial points targeted to certain audience with particular type of skin.

Figure 2.1 Different type of skin care ranges of Esmeria Organics

a) Glasswort Glasswort – For Dry and Mature Mature Skin

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Figure 2.2 Glasswort range

Glasswort has the favorable effect of reducing water loss and provides visible and prolonged moisturizing benefits to dry and/or sensitive skin. Dry to mature skin needs intense hydration and care to restore youth and slow down the aging process. Mediterranean Glasswort’s triple action of providing, maintaining and boosting the skin’s natural moisturizing strength prevent aging from speeding up. In addition, Glasswot range includes Peruvian Inca Inchi which is famous with with over overlo loade aded d Omeg Omega-3 a-3,, Omeg Omega-6 a-6,, Omeg Omegaa-9, 9, Vitam Vitamin ins s A and and with with the the characteristic of being liposoluble, has many cosmeceutical properties such as prevent damage by ultraviolet rays that can intrigue skin cancer, revitalizes skin, and reducing wrinkles which promotes skin health.

Glasswort Benefits: Delicate Cleansing Cleans and nourish dry Lotion and mature skin. •

Unit of sale: 75 ml Price: RM 29.90

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Remove dirt with gentle plant-derived cleansing agents. Offer cellular support, EFA's and a dose of hydration. Improves the skin's moisture levels and calms inflammation.

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Glasswort Comforting Toner

Unit of Sale: 60 ml Price: RM 32.90

Benefits: Tone and soothe soothe dry dry and mature skin. Provides soothing hydration. Prevent water loss, offer deep hydration and refine pore size. Calms and moisturizes. •

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Glasswort Moisturising Cream


Benefits: Strengthen and support dry and mature skin from inside and out. Drives cellular production and transport of Natural Moisturising Factors. Promotes dermal cohesion which results in reduced water loss and smoother, suppler skin. Fights inflammation and treats dry skin and protects against UV damage. Benefits: Replenish and protect dry and mature skin while you rest. Maximise your skin's night time repair. Delivering EFA's and antioxidants while revitalising and repairing from inside and out. Amplifies natural night time skin repair or offers extra protection for harsher conditions. •

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Glasswort Replenishing Moisturising Cream


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b) Prickly Pear – For For Normal Normal to Combin Combination ation Skin Skin

Figure 2.3 Prickly Pear range

Pric Prickl kly y pear pear has has a very very high high rate rate Toco Tocoph pher erol ol (Vit (Vitam amin in E), E), henc hence e becoming an extreme anti-natural antioxidant. Regular use results to elastic, smooth and firm, with natural shine skin. Normal to Combination Skin needs a bit of support and sebum regulation to maintain its health and vigour.

Mexican Prickly Pear provides deep hydration, protects from UV damage and soothes when the going gets rough. Alpine Willowherb is included to keep sebum secretion under control in the T-Zone and helps calms irritated skin. 15 | P a g e

Prickly Pear Balancing Cleansing Gel


Benefits: Cleans and balance normal to combination skin. Mild sugar and amino acid derived cleansing agents. remove dirt and pollution Regulate sebum secretion, soothe and protect against environmental stress factors. Shields and nourishes while reducing shine. •

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Prickly Pear Facial Scrub


Benefits: Remove dead skin and improve blood circulation. Provide powerful soothing and calming properties while regulating sebum secretion. Exfoliate gently to reveal fresh and revitalised skin. •

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Prickly Pear Balancing Toner


Benefits: Tone and balance balance norma normall to combination skin. Short and long term soothing effect, skin firming properties and moisturisation. Inhibits sebum production, acts as a free radical shield and protects the skin from environmental stress. •

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Prickly Pear Moisturiser


Benefits: Nourish and protect normal to combination skin without adding shine. Long lasting hydration and protection from environmental pollution while regulating sebum secretion. Supports healthy skin and defend against UV damage. Strengthen the skin's inbuilt immune system. Benefits: Replenish and protect dry and mature skin while you rest. Maximise your skin's night time repair. Delivering EFA's and antioxidants while revitalising and repairing from inside and out. •

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Prickly Pear Replenishing Moisturiser


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c) Alphine Alphine Willowh Willowherb erb – For For Oily & Acne Acne Prone Skin

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Figure 2.4 Alphine Willowherb

Alphine Willowherb is a botanical source of keratolytic salicylic acid in a natu natura rall form form,, and and an ant antimic imicro robi bial al;; which hich pro proven ven to slo slow dow down the the deve develo lopm pmen entt of the the enzy enzyme me that that produ produce ces s sebu sebum. m. It has the the impa impact ct of reducing the size and appearance of pores, reduce skin inflammation and reduce the production of 5a-reductase.

Oily Oily to acne acne prone prone skin skin require requires s regulat regulation ion and tender tender care without without smothe smothering ring the skin. skin. With With Alpine Alpine Willo Willowhe wherb, rb, sebum sebum secret secretion ions s are kept kept normal normal wh while ile soothin soothing g sore and inflame inflamed d skin. skin. In additi addition, on, Totaro Totaroll extract extract fights acne causing bacteria, preventing uncomfortable breakouts. Alpine Willowherb Purifying Cleansing Gel

Benefits: Cleans and purify oily and acne prone skin. Gentle amino acid and sugar derived cleansing agents remove sebum from the skin without stripping away natural moisture. Reduces oiliness calms sore and irritated skin while offers powerful anti-blemish action. •

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Alpine Willowherb Purifying Moisturising Solution

Unit of Sale: 30 ml

Benefits: Soothe and purify oily and acne prone skin. Offers soothing, long lasting moisturisation, a reduction in oiliness and helps prevent acne. •

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Price: RM 49.90

Alpine Willowherb Purifying Toner

Benefits: Tone and purify purify oily oily skin. Provides deep, pure hydration while normalises sebum production and calms sore and irritated skin. Extract offers powerful anti-blemish action. • •


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2.4.2 Esmeria Esmeria Organic Organics’ s’ other other products products

a) Eye Care Range

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Ultimate 5-Effect Eye Gel

Ultimate 5-Repair Eye Gel

For All Skin Types

For Mature Skin

b) Body Body Care Care Rang Range e

Prickly Pear Protective Shower Gel

Prickly Pear Protective Body Lotion

Prickly Pear SOS Rescue Cream

For Normal Skin

For Normal Skin

For Scrapes, Bites, Pimples & Other Ailments Ailments

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c) Hair Hair Car Care e Ran Range ge

Butterfly Bush & Aloe Vera Frequent Use Shampoo

Butterfly Bush & Aloe Vera Frequent Use Conditioner

For Normal Hair

For Normal Hair

d) Gift ift & Sets Sets

Glasswort Facial Travel Set

Prickly Pear Facial Travel Set

Alpine Willowherb Travel Set

For Dry & Mature Skin

For Normal To Combination Skin

For Oily & Acne Prone Skin

2.5

Distribution

Esmeria Organics products are distributed in both mode of distribution; direct and indirect. Distribution in direct method will be through online ordering from the main website itself. On the other hand, indirect distribution covers through reseller, agent, retail outlet, pharmacy such as Watsons, and supermarket such as Jusco.

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2.6 Period

Product Li Life Cy Cycle Introduction Introduction

Growth

Maturity

Decline

Decline Period

2.7

The Brand

Figure 2.5 Esmeria Organics

Esmeria Organics is an organic skin care brand originating from our very own home, Malaysia. Under the company I-Green Sdn Bhd, it brings the title as 22 | P a g e

the first in Malaysia and South-East Asia company to be certified by Ecocert, a French-based international organic certification body known for its stringent standards.

Established on 19 january 2011, Esmeria Organics aims to fill the void of a genuine certified organic skincare line for all, through its wallet-friendly pric pricing ing.. It give gives s more more acce access ss to Malay Malaysi sian ans s to safe safe and and more more affor afforda dabl ble e personal care products that are not only beneficial to the skin, but also eco— friendly, in hopes of sharing the goodness of organic skin care with today’s health-conscious Malaysians.

To be certified certified as an organic organic brand, 95 percent percent of the ingredients ingredients used must be of natural origin. Thus, only the finest plants are used to make the skin care line by importing from the United States and Australia. As a new brand, it touches many hearts of organic skin care lovers and even won a few awards. However, to majority of skin care user either organic or non-organic, Esmeria Organics is unfamiliar to them with the factors contributing to it as being a new brand and lacking on big promotion of introductory.

2.8 2.8

Bran Brand d Imag Image e and and Im Implic plicat atio ion n

The desired brand image image is for the consumers consumers to be able to experience experience using organic skin care with affordable price. However, as a new product, Esmeria Organics could not push up the statement as there is very little of brand awareness for its products. The brand is not even one year old from its brand brand launc launchi hing ng wh whic ich h is on this this year year Januar January, y, making aking it stil stilll unde underr the the introduction period. Esmeria Organics brand image of selling organic skin care product needs to be implicated intensely in the mind of the consumers as their purchasing decision are not just affected by the product, but also by the images and identificatipn associated with the product itself.

2.9

Stren treng gth and Weakn eakne ess

Strengths: 23 | P a g e

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The first brand in Malaysia Malaysia and Soust-East Soust-East Asia to be certified certified by Ecocert 95% of the formulation is natural, 95% of the plant ingredients are organic and 10% of total formulation is organic.

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Uses advanced bio actives for real results

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Safe enough if accidentally consume the cream or lotion

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Attractive packaging with eco-friendly image

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Packaged in recyclable boxes and containers

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Affordable

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Formulated a few range that specifically addresses to particular skin types Accessible through selected organic stores and pharmacies nation wide

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Provide e-commerce for online ordering

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Smell nice with no artificial fragrance

Weaknesses:

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The product product is is still new

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Unavailable at major hypermarkets and supermarkets

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Lack of strong media promotion and advertising activities

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Market strategies are not enough

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Most skin care users are still in blur on the correct definition of organic skin care 24 | P a g e

2.10 Advantag Advantages es and and Disadva Disadvantag ntages es

Advantages: •

Bringing up Malaysian name

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Portable due to the type of packaging and size

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Avoid usage of materials that are harmful to the environment

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Nor harmful chemicals that can lead to various skin irritation and cancer Targeted Targeted to broader broader audienc audiences es with with its variety variety of skin care range range Accessible 24/7 through online ordering Main ingredients that have been proven to solve skin problems, through years of research

Disadvantages: •

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Consumers may not realise its existence due to the brand being new in the market Less brand exposure due to unavailability in major hypermarkets and supermarkets Non-org Non-organic anic skin care care user user may may have have misco misconce nceptio ption n towards towards organic brand by reckoning any brand with the term natural or organic are 100% organic, which factually may not be true, as the brand possibly having only 10% of the ingredients as organic.

2.11 Unique Unique Sellin Selling g Propo Propositio sition n (USP) (USP)

Esmeri Esmeria a Organic Organics s skin care is the first first Ecoce Ecocert rt certif certified ied compa company ny in South-East Asia which caters for all skin types and formulated with organic ingredients that are earth-friendly and wallet-friendly. 25 | P a g e

2.12 Promotio Promotional nal History History and Advertisi Advertising ng Schedule Schedule

Esmeria Organics’ promotional activities focus on giving consumers the best deals for their organic products, which mostly conducted through the web and Facebook page.

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2011 (19 January) Press launch at Bayan Indah

2011 (30 March to 14 April) Win Glasswort travel set by posting on Esm Esmeria eria Orga Organi nics cs’’ Face Facebo book ok wall wall why you you want ant to try try our our Glasswort line and get friends to like the comment •

2011 (20 April to 24 April) Earth Day Carnival at Sunway Giza, Kota Damansara •

RM20 for any travel travel pack pack price price 2011 (20 April to 24 April) RM20 promotion at Earth Day Carnival •

2011 (19 April to 22 April) Earth Day Contest to win Esmeria Organics travel set by posting earth day eco tip on Facebook Page’s wall •

2011 (13 May to 14 May) I-Green Warehouse Sale at Bandar Sri Damansara •

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2011 (21 July) Free sample request through website

2011 (19 August to 31 August) 20% discount offer on online purchasing through Esmeria Organics website •

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2011 (9 September to 30 September) Purchase Prickly Pear

Moisturiser or Alpine Willowherb Cleansing Gel and get Hair Shampoo Shampoo for free through online ordering and selected outlets

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2011 (20 October to 24 Ocotober) 'Trade in your chemicals' at Watsons Sunway Pyramid

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2.13 2.13 Positi Position oning ing State Stateme ment nt

Esmeria Organics skin care provide healthy alternative of skin care by using purely organic ingredients and formulations that are eco-friendly and affordable, targeting health-conscious individuals with any skin types

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CHAPTER 3 – THE COMPANY COMPANY 28 | P a g e

CHAPTER 3: THE COMPANY 3.1

Company Ov Overview

Esmeria Organics is owned by I-Green (M) Sdn Bhd, a company that manufactures organic skin care. It was founded on the year 2000 by the two siblings, Soo Siew Peng and Soo Kian Kheng. Focusing on delivering healthy and enviro environm nment ental-f al-frie riendly ndly produc product, t, a few produc productt lines lines were were introd introduce uced d incl includi uding ng i-gre i-green en (disc (discon onti tinu nued ed), ), Bu Buds ds for for Baby Baby and and Chari Charita ta wh whic ich h then then renam renamed ed to Esme Esmeria ria and and late latest st to Esme Esmeri ria a Orga Organic nics. s. Thei Theirr comp company any is approved and certified by Ecocert to be 100% organic in all aspect including manufacturing and packaging. The dominance of healthy and safe personal care products in the market has provided I-Green the opportunity to rise and spre spread ad the the good goodne ness ss of usin using g orga organi nic c brand brand as the the bett better er alte alterna rnati tive ve of personal care.

3.2

Busi usiness ness Desc escrip riptio tion

I-Gree I-Green n (M) (M) Sdn Bhd’s Bhd’s main main busine business ss consist consists s of distrib distributi utive ve trade, trade, wholesale and retail in the cosmetic and toiletried industry, with an intensive focus on its organic personal care products. It was motivated by the fact that Malaysia has no brand qualified to receive the certification by Ecocert and the lacking exposure of organic skin care products among Malaysian consumers. The company company import import only the finest plants plants from the United United States States and Australia as their ingredients to ensure meeting the standards by Ecocert and quality assurance.

To keep the standard as an organic brand, they manufacture manufacture their own products at their factory in Bandar Sri Damansara, which is also Eco-certified. On two shifts a day, the factory can produce about 200kg of shower gel and 50kg 50kg of loti lotion on.. They They are plan planni ning ng to doub double le thei theirr capac capacit ity y and and gradu gradual ally ly introduce at least two new product lines this year.

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3.3

Company History

I-Green (M) Sdn Bhd, a company that manufactures organic skin care was was start started ed on the the year year 2000 2000 wh when en Soo Soo Siew Siew Peng Peng probe probed d his his youn younge gerr brother, Soo Kian Kheng, a chemical enginerr to formulate a skin care for her sensitive skin that was prone to itchiness, dryness and peeling. Their first product was a body wash, which got positive response from family and friends around 2002. They registered all their formulas and get them approved by the Ministry of Health. Their first range was called i-Green that includes bath gel, lotio lotions, ns, hand hand wash wash and and even even dish dishwa wash shin ing g dete deterge rgent nt.. They They were were able able to convince a few natural and organic stores to start selling their products, about 20 to 30 of them.

On year 2004, they introduced new range for baby about 10 products call called ed Bu Buds ds for for Baby Baby and and in 2008 2008,, they they refor reformu mula late ted d the the range range to meet meet Ecocert standards. Today, they have over 40 products under that line and it is the world’ world’s s largest largest range range of Eco-Ce Eco-Certif rtified ied baby baby care care produc products. ts. Around Around the same year in 2004, Charita was born, with the aim to be the leader in the natural adult skin care market. It was then renamed to Esmeria in 2005 when they started exporting to other markets. In 2007, they decided to enter the world’s largest organic fair, BioFach, held in Germany every year. The process of qualifying to participate was so stringent and they kept getting questioned if they were certified or not. After evaluating all available organic certifications in the world, they decided to go with international French organic certification body Eco-Cert, one of the oldest and most prestigious certifications. It also meets all the safety tests for the UK and the EU.

On the first year, they were able to reformulate and certify 18 products. All in all, they succeeded to complete the entire range of products in 2010 and the name was changed to Esmeria Organics. On 19 January 2011, Esmeria Organics is out for the world to experience.

3.4

Key People

Name

Job Title

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Soo Siew Peng Soo Kian Kheng Jonathan Jonathan Horsley 3.5 3.5

Founder / Director Founder / R&D Director

Executive Board Executive Board

Export port & Marke rketing Di Direc rector

Management Board

Loca Lo cati tion on and and Sub Subsi sid diari iaries es

Headquarters:

Address:

Lot 5 Jalan Lada Hitam 16/12, 40200 Shah Alam Selangor.

Tel: Website:

03 5518 5518 9166 9166 http://www.esmeria.com/

Retailers location:

(Consist of pharmacies and organic stores) Kuala Lumpur – 23 stores

Perak – 2 stores

Sabah – 1 store

Selangor – 34 stores

Kedah – 3 stores

Sarawak – 1 store

Penang – 14 stores

Negeri Sembilan – 3 stores

Johor – 9 stores stores

Melaka Melaka – 5 stores stores

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3.6 3.6

Bran Brands ds,, Maj Major or Prod Produc ucts ts and and Servi Service ces s

I-Green (M) Sdn Bhd is a Malaysia company focusing on the organic personal care retail business and as the first international organic certified natural skin care company in Malaysia. Below are the company’s brand and line of production:

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Brands

Buds for Baby, Esmeria Organics

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Products

Organic personal care products

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Services

(None)

3.7

Corpo rporate Vision

To become become the major major player player in the skin care market by selling selling organic personal care products, beside enhancing its corporate values with the aim to encoura encourage ge a enviro environm nment ental-f al-frie riendl ndly y and health healthy y beauty beauty lifesty lifestyle le among among Malaysian individuals.

3.8

Corpo rporate Mis Miss sion ion •

Create healhy and eco-friendly personal care product

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Incre Increase ase healt health h aware awarene ness ss and and the the harm harm of chem chemic icalal-bas based ed products by the introduction of a safer alternative of skin care

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Strengthen the brand image as the first organic organic certified brand in Malaysia •

To achieve achieve supreme supreme growth growth in terms terms of volume volume and profit to build a stable of global brands that leverage on the strength on their R&D

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3.9 3.9

Comp Compan any’s y’s Curr Curren entt Promo Promoti tion onal al Stra Strate tegy gy

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2011 (19 January) Press launch at Bayan Indah 2011 (30 March to 14 April) Win Glasswort travel set by posting on Esm Esmeria eria Orga Organi nic cs’ Face Facebo book ok wall wall wh why y you you want want to try try our our Glasswort line and get friends to like the comment 2011 (20 April to 24 April) Earth Day Carnival at Sunway Giza, Kota Damansara 201 2011 (20 (20 April pril to 24 April pril))RM20 RM20 for for any any trav ravel pac pack pric price e promotion at Earth Day Carnival 2011 (19 April to 22 April) Earth Day Contest to win Esmeria Organics travel set by posting earth day eco tip on Facebook Page’s wall 2011 (13 May to 14 May) I-Green Warehouse Sale at Bandar Sri Damansara 2011 (21 July) Free sample request through website 2011 2011 (19 (19 Au Augu gust st to 31 Au Augu gust st)) 20% 20% disc discou ount nt offe offerr on onli online ne purchasing through Esmeria Organics website 2011 2011 (9 Sept Septem embe berr to 30 Sept Septem embe ber) r) Pu Purc rchas hase e Prick Prickly ly Pear Pear Moist Moisturi urise serr or Alpi Alpine ne Willo Willowh wher erb b Clea Cleans nsin ing g Gel Gel and get get Hair Hair Shampoo for free through online ordering and selected outlets 33 | P a g e

•

2011 2011 (20 October October to 24 Ocotober Ocotober)) 'Trade 'Trade in your your chemi chemicals cals'' at Watsons Sunway Pyramid

3.10 3.10 Produc Productt Sales Sales’’ Histo History ry

Graph 3.1 Overview of Sales Growth (no figure disclosed)

3.11 Current Current Marketin Marketing g Objectiv Objective e

I-Gre I-Green en (M) (M) Sdn Sdn Bh Bhd’s d’s market arketin ing g obje object ctiv ive e is to promo promote te usage usage of organic personal care as the better alternative

Long term

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To be the leading leading brand in selling selling healthier healthier and safer skin care products •

To further further penetrate penetrate the organic personal personal care market market both in local and global terms

•

To transform transform Malaysian Malaysian into more environmen environmental-frie tal-friendly ndly individuals by incorporating the company’s values into their lfestyles

•

Short term

•

To be recogniz recognized ed as the the first first Malaysian Malaysian brand certifie certified d by Ecoce Ecocert rt

To strengthen strengthen and enhance enhance brand identity identity as well as increase increase brand awareness to achieve brand loyalty among consumers

•

•

To exceed exceed sales sales expec expectation tation and and sustain sustain a greate greaterr growth growth yearly yearly

To utilize utilize every every possible possible medium medium of mass media media in advertising advertising activities to reach a wide range of audience that could extend beyond the target audience •

3.12 3.12 Media Media Ex Expen pendi ditur ture e

(Figure is disclosed by the company) As a company with new brand in the skin care market, brand awareness level is very low due to minimal exposure of the brand and lack of major promotional advertising. At the moment, media expenditure is mostly focused on smal smalll-sc scal ale e adve adverti rtisi sing ng invo involv lvin ing g prin printt medi media a such such as magaz magazin ine e and and newspaper, as well as online promotion through website, facebook page and blog blog revi review ews. s. The audi audien ence ce base base is not not stron strong g enou enough gh to bring brings s Esme Esmeri ria a Orga Organic nics s to anot anothe herr leve levell of marke marketi ting, ng, as it invo involv lves es a large large amou amount nt of money. However, they are slowly gaining the brand awareness by distributing their products to more retailers for exposure in the area.

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CHAPTER 4 –

CONSUMERS CONSUMERS AND

STAKEHOLDERS 36 | P a g e

CHAPTER 4: CONSUMERS AND STAKEHOLDERS 3.13 Current Current Consum Consumers’ ers’ Character Characteristic istics s

4.1.1. 4.1.1. Demographi Demographics cs

•

Age : 18 – 60 years old

•

Gender : Female

•

Education : Post-secondary to tertiary

•

Occupation : Students to working adults

•

Allowance Range: RM500 – RM800

•

Income Range : RM1500 – RM5000

•

Race & Ethnicity : All race

•

Geographical Location : Urban and sub-urban

4.1.2. 4.1.2. Psychographi Psychographics cs

•

Perception : A genuine organic skin care uses purely organic

ingredients •

Learning : -Print media (magazine, newpaper)

-Digital media (blog, Facebook page, website) -Broadcast media (press launch) -Others (promoters, friends and family) •

Motivation & Needs : -Looking for affordable organic skin care

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-Looking for alternative skin care with organic origin that is free from

harmful ingredients •

Attitude: -Willing to try products from lesser known brands

-Conscious about the use of chemical and artificial ingredients in skin care products -Concern with beauty without putting health issue aside •

Personality: Optimistic, easy-going, pleasant

•

Lifestyle: Healthy, modern, smart-spending

3.14 Stakehold Stakeholders’ ers’ Characteri Characteristics stics

4.2.1.

Primary

•

Board of directors

As the the repre represe sent ntat ativ ives es of the the stock stockho hold lder ers s to hand handle le corpo corporat rate e mana manage geme ment nt rela relate ted d polic policie ies s and and to make make majo majorr deci decisio sions ns on company issues, the weight of responsibility are high as they are responsible for the actions of the company.

•

Shareholders

A strong contributor to the company as they invest money in return of a share in profit.

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•

Employees

Contrib Contribute utes s man-po man-powe werr dilige diligentl ntly y by carryin carrying g out their their respec respectiv tive e roles in the company as well as meeting performance standards set up by the company.

•

Suppliers

Esme smeria ria Organ rganic ics s only nly uses ses gen genuine uine orga organi nic c plan plants ts in their heir formulat formulation ion.. Specif Specific ic suppli suppliers ers are import important ant in ensuri ensuring ng produc productt continuity

•

Consumers

Very Very impo import rtant ant cont contrib ribut utor ors s as they they are the the reaso reason n to keep keep the the company alive by purchasing their products and staying loyal to the brand. Feedback or suggestion from them concerning the products can help to improve the quality.

4.2.2.

Secondary

•

Distributors

Esmeri Esmeria a Organic Organics s does does not emplo employ y extern external al distrib distributo utors, rs, thus thus the dist distrib ributi ution ons s of the the produ product cts s are done done sole solely ly by the the comp company any’s ’s employees.

•

Media

The media media is important important in boosting boosting brand awareness awareness and product product publicity.

•

Banks

Company source of funding and loans when business is growing as well as to assist in financial matters. 39 | P a g e

•

Competitors

Provi Provide de healt healthy hy comp compet etit ition ions s for for the brand brand to impro improve ve in ever every y aspect. aspect. Withou Withoutt them, them, company company has no directi direction on to compare compare its brands for future enhancement

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CHAPTER 5 –

INDUSTRY INDUSTRY AND

MARKETPLACE

CHAPTER 5: INDUSTRY AND MARKETPLACE 3.15 3.15 The The Indu Indust stry ry

5.1.1 5.1.1 Definit Definition ion of the the Industry Industry

Cosmetic & Toiletries Toiletries Skincare Natural & Organic Skincare

Esmeria Organics

Cosmetics and Toiletries (C&T) Industry is one of the biggest sectors in world market concerning the manufacturing of consumer products used for 41 | P a g e

beautification and personal hygiene. This industry covers a wide aspect of retail businesses in the world as a large share of market consists of different market segments including fragrances, hair care, makeup, nail care, oral care, skin care and other toiletries. It covers products such as body talc, body scrub, tooth paste, power, bathing gel, bathing salts, moisturizer, skin creams, face wash, wash, hair hair oil, oil, hair hair sham shampo poo, o, hair hair cond condit itio ione ner, r, soap soap and othe otherr produc products ts classified under this industry.

5.1.2 5.1.2 Shape Shape of the the Indust Industry ry

The culture of focusing focusing on personal personal wellness and beauty care that goes deeper deeper than than merely merely cosme cosmetic tics s applicat application ion has emerg emerged ed global globally, ly, with with the developments in science and technology on pharmaceutical.

Buoyed by strong economic growth in 2003, the Malaysian cosmetics and toiletries toiletries market recorded recorded sales of approximately approximately US$800 US$800 million. million. Sales were sustained by increased urbanization, a rise in the number of women working, and aggressive marketing and promotional activities of the retailers. The numerous numerous new product product launches launches also signified signified that the market market still has room for growth. Imported cosmetics and toiletries are well received and are perceived perceived to be of high quality. quality. In 2005, cosmetics cosmetics and toiletrie toiletries s products in Malaysia grew by 5% in current value terms to reach RM3 billion. Although the Malaysian economy experienced a slowdown in 2008 and 2009, consumer spending remained strong as employment rates posted healthy growth and consum consumer er sentim sentiment ent remaine remained d positiv positive. e. Within Within cosme cosmetic tics s and toilet toiletrie ries, s, beau beauty ty rela relate ted d prod produc ucts ts such such as men’s en’s groo groom ming, ing, skin skin care care and and colo colorr cosmetics piloted the growth during 2005. There are more Malaysians who are concerned about their physical appearance and many are willing to pay a high price to attain their desired look.

An increase in purchasing power resulted in more women seeking higher qualit quality y produc products ts and branded branded cosmet cosmetics. ics. Compe Competit tition ion is stiff stiff in the local local marke arket, t, espe speciall ially y amon among g the com compani panie es fro from the the U.S. .S. and and Fran Franc ce. Advertising and promotion play an important role in cosmetic and toiletries products. The global rankings of major cosmetics cosmetics and toiletries manufacturers have not changed since 2006. Procter & Gamble, L’Oréal and Unilever occupy the top three three places places global globally, ly, accoun accountin ting g for 30% of the marke market. t. Unilev Unilever er 42 | P a g e

demonstrated the strongest growth, 7.7% in 2007, while Procter & Gamble and L’Oréal increased their sales by roughly 5.5% each. Of the top 10 global players Beiersdorf showed the healthiest growth, benefiting from its strong position in Eastern Europe and acquisition of C-Bons in China.

5.1.3 Developm Development ent of the the Industry Industry

The global cosmetics cosmetics and toiletries toiletries Industry Industry (C&T) had a strong growth in 2007 by reaching a value of $290.9 billion. Based on the research done by Euro Eurom monit onitor or Inte Intern rnat atio iona nal, l, the there is a grow grow of 6% in the the marke arket, t, wh whic ich h represents only a slight slowdown on the 2006 figure, $274.7 billion. From this figure, more than $ 140 billion is represented by the cosmetics and personal care care sect sector ors, s, wh whic ich h are are outp outpac acin ing g most ost othe others rs.. Amon Among g all all the the marke arkett segm segmen ents ts unde underr C&T C&T indu indust stry ry,, skin skin care care is the the lead leadin ing g segm segmen entt with with estimation of more than $31 billion during this same time period. The positive results of C&T industry will encourage manufacturers and distributors to boost their sales.

The local C&T C&T industry is booming booming with with an approximate approximate of RM3 billion billion or about US$800 million, with a growth rate of 13% annually. More than 60,000 types of cosmetic products are estimated to be in the local market. Imported produ product cts s from from Thail Thailan and, d, the the Un Unit ited ed State States, s, Fran France ce,, Sing Singap apor ore e and and Japan Japan dominate the market in Malaysia. Malaysians spent about US$600 million on cosmetics and toiletries products, appliances and equipment in 2008. This demand demand was mainl mainly y met met by import imports. s. Skin-ca Skin-care re produc products ts remain remain the main main driver of growth for the cosmetics market. Malaysia imported US$225 million of skin and beauty products in 2008. This is a 35% increase from the previous year. With the current global recessionary economic climate, growth for 2009 is expected to be more cautionary in nature. A shift from high-end cosmetics and toiletries to the mid to mass market brands are anticipated. Even so, the demand growth for cosmetics and toiletries products and services, as well as devices and equipment is expected to be positive in the next few years.

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3.16 3.16 The Marke Marketp tplac lace e

5.2.1 Current Current Condition Condition of the Marketp Marketplace lace

The market market of Esmeria Esmeria Organics Organics is currently currently in a mild competit competition ion among other organic skin care due to minimal import of organic brands in Malaysia. However, Esmeria Organics is in an intensive competition as there are a lot of existing products in the market to be fought by a new brand. At the mome moment, nt, Esmeria Esmeria Organic Organics s target targets s in recruit recruiting ing base audienc audience e and slowly slowly gaining more sales share in the market.

5.2.2 5.2.2 Change Changes s in Market Marketplac place e

•

Positive:

More competition in the market leads to more effort in innovation, thus boosting the growth of the industry

•

Negative:

More competition in the market leads to more loss in profit and cost of promotion and advertising, which affect greatly to new brand.

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CHAPTER 6 –

COMPETITIVE

SITUATION 45 | P a g e

CHAPTER 6: COMPETITIVE SITUATION 3.17 3.17 Direct Direct Compet Competito itors rs

6.1.1 6.1.1 Sukin Sukin

Figure 6.1 Sukin

Sukin is an environmentally conscious, natural personal care company from Australia. Over 50 products offered are made using the best nature ingredients. With the aim to offer luxurious, natural natural products to budget conscious consumers, they are given the opportunity to purchase high quality, natural skin, hair and body care with affordable price yet effective. Sukin is dedicated to offer the world natural personal care, free from harsh chemicals that could be found in many products on the current market.

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6.1.2 Garnier Garnier

Figure 6.2 Garnier

Garnier is a mass market cosmetics brand of L'Oréal that produces hair care and skin care products. Much like other brands from L'Oréal, it is sold in several markets around the world. Garnier believe that good health is the major concern of the 21s century and that maintaining a healthy body Is the key to enjoying a long and beautiful life. They believe that the aim of beauty is happiness and feeling at ease with others.

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6.1.3 Hada Hada Labo

Figure 6.2 Hada Labo

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Hada Labo stands for the lifestyle philosophy of “PERFECT x SIMPLE” a skincare range that brings beauty back to the basics – perfect, simple and confident. To fulfill the commitment of healthy and perfect skin, Hada Labo emphasizes simplicity in its skin care process, removing all the unnecessary additives, colorant, fragrance and mineral oil that will burden the skin. Only the finest, purest and highly effective ingredients that are beneficial to the skin are retained to ensure maximum effectiveness.

3.18 3.18 Indire Indirect ct Comp Competi etitor tors s

•

Soy Collagen from NURBEAUTYLINE

•

Silkygirl Cosmetic

•

Kinohimitsu Collagen Drink

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CHAPTER 7 –

SWOT ANALYSIS

CHAPTER 7: SWOT ANALYSIS

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3.19 3.19 Stre Streng ngth th

•

•

The first brand in Malaysia Malaysia and Soust-East Soust-East Asia to be certified certified by Ecocert 95% of the formulation is natural, 95% of the plant ingredients are organic and 10% of total formulation is organic.

•

Uses advanced bio actives for real results

•

Safe enough if accidentally consume the cream or lotion

•

Attractive packaging with eco-friendly image

•

Packaged in recyclable boxes and containers

•

Affordable

•

•

Formulated a few range that specifically addresses to particular skin types Accessible through selected organic stores and pharmacies nation wide

•

Provide e-commerce for online ordering

•

Smell nice with no artificial fragrance

•

No product testing on animals

•

Pet friendly offices

3.2 3.20 Wea Weaknes kness s

•

The product product is is still new

•

Unavailable at major hypermarkets and supermarkets

•

Lack of strong media promotion and advertising activities

•

Market strategies are not enough

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•

Most skin care users are still in blur on the correct definition of organic skin care

3.21 3.21 Op Oppo port rtun unit ity y

•

•

•

•

•

•

Today’s young young adults adults are expose exposed d to eco-frie eco-friendly ndly lifesty lifestyle, le, and more health conscious Consumers are now turning to organic and natural personal care products to avoid harsh and harmful ingredients Natural cosmetic & toiletries form another fast-growing category in the cosmetic & toiletries industry US market for natural and organic cosmetic is experiencing significant growth, which reached to US$7.9 billion in the natural personal care market on 2009 Organic products are getting into mainstream as retailer allocate more shelf space for organic and natural cosmetics products As the first certified organic brand in Malaysia, it could generate interest among companies and association for collaboration or partnership

3.22 .22 Thre Threa ats

•

•

•

The average average market market demand demand for organic skin care care in Malaysi Malaysia a is still relatively new and growing, causing slow brand exposure Malaysian government imports a large number of personal care products from other countries resulting to higher competitors in the skin care market Consumers general assumption that organic brands are expensive and made in Malaysia brand are low in standards 52 | P a g e

•

The need need to fight fight against against foreign foreign organic organic brand that that has greater greater brand exposure and demand

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CHAPTER 8 –

STRATEGIC STRATEGIC TARGET

AUDIENCE 54 | P a g e

CHAPTER 8: STRATEGIC TARGET AUDIENCE 3.23 Proposed Proposed Primary Primary Targe Targett Audienc Audience e


•


•

Gender : Female

•

Education : College and university

•

Occupation : Students

•

Allowance Range: RM400 – RM800

•


•



•

Perception : A healthy alternative skin care for those who are

familiarizing with organic brand •

Learning : -Print media (magazine)

-Digital media (blog, Facebook page, website) -Others (promoters, friends and family) •

Motivation & Needs : -Looking for new skin care range that

proven effective -Looking for alternative skin care with organic

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- Looking for affordable organic skin care •

Attitude: -Willing to try products from lesser known brands

-Conscious about the use of chemical ad artificial ingredients in skin care products -Positive towards having healthy beauty •

Personality: Optimistic, easy-going, curious

•

Lifestyle: Healthy, modern, young

3.24 3.24 Proposed Proposed Secondar Secondary y Target Target Audienc Audience e


•


•

Gender : Female

•

Education : Post-graduate

•

Occupation : Working adults

•

Income Range : RM1500 – RM5000

•


•


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•

Perception : A new, cheaper alternative among other existing

organic brands •

Learning : -Print media (magazine)

-Digital media (Facebook page, website) -Others (events, promoters, friends and family) •

Motivation & Needs : -Trying new organic skin care brand

-Making broader choice of organic skin care brands -Live green •

Attitude: -A passionate user of organic products

-Conscious about the use of chemical ad artificial ingredients in skin care products -Concern with beauty without putting health issue aside •

Personality: Optimistic, mature, open to changes

•

Lifestyle: Healthy, modern, smart-spending, environmental-

friendly

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CHAPTER 9 –

RESEARCH

DEVELOPMENT

CHAPTER 9: RESEARCH DEVELOPMENT 3.25 3.25 Marke Marketpl tplace ace Rese Researc arch h

9.1.1 9.1.1 Retaile Retailers rs visit visit

In order to gather more information regarding the brand and products, I visited one pharmacy that displays Esmeria Organics’ point-of-purchase (POP) disp displa lay. y. Thro Throug ugh h phys physic ical al obse observ rvat atio ion, n, I am able able to acqu acquir ire e prod produc uctt info inform rmat atio ion n on the the produ product ct displ display ayed ed,, point point-o -of-p f-pur urch chas ase e conc concep eptt and do market observation.

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5

Figure 9.1 Watsons Pavilion KL

9.1.2 9.1.2 Point-o Point-of-Pu f-Purcha rchase se Conce Concept pt

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Figure 9.3 Esmeria Organic Point-of-Purchase

a. Plac Place ement

Esmeria Organics product point-of-purchase (POP) is placed at selected retailers with high walk-in consumers. The POP is placed on the side of shelf aisle to attract consumers’ attention towards the product.

b. Colour 61 | P a g e

Implementing an eco-friendly image, the POP design uses cardboard colou colourr palet palette te with with wh whit ite e as its its cont contras rastt for for print printed ed illu illustr strati ation on and text text.. Combination of three colour of different tone to represent each skin care range creates a vibrant and fun expression. The colour that represents the Glasswort range is Fuego Green, Prickly Pear is Ruby Red and Alpine Willowherb is Hopbush Violet.

c. Material ial

To stand as an environme environmental-fri ntal-friendly endly organic brand, Esmeria Esmeria Organic uses cardboard material to create the POP so it can be recycled in the future.

3.26 3.26 Marke Markett Obser Observat vation ion

Ove Over the the weeke eekend nd,, Watso atson n Pavil avilio ion n KL has has contin ntinuo uou us walkalk-in in customers, but there is only a small number of individuals and group of family and friend who stop by at the POP display and purchased the products. Below are the findings of my observation at the pharmacy:

Place Place : Watson Watson Pavili Pavilion on KL Time : From 1:00 PM PM to 4:00 4:00 PM Date Date : 12 Nove Novemb mber er 201 2011 1

Time 1:00 PM – 2:00 PM PM 2:00 PM – 3:00 3:00 PM 3:00 PM – 4:00 PM PM Check out product 9 19 15 Purchase product 2 5 3 Total numbe numberr of custome customerr who check check out out product product

: 43

Total numbe numberr of custome customerr who purchase purchase product product

:3

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Most customers are attracted to the eye-catching POP display of Esmeria Organics product. However, unfamiliarity of the brand cause minimal purchase of product throughout the 3 hours of observation.

3.27 3.27 Onli Online ne Surv Survey ey

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3.2 3.28 Inte Interv rvie iew w

Due to management policy, I have failed to arrange an interview with the company either face-to-face or online interview. Below are the exchange of emails between me and their representative:

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CHAPTER 10 –

PRECEDENT

STUDIES

CHAPTER 10: PRECEDENT STUDIES 3.29 3.29 Adver Advertis tising ing Strat Strategi egies es

Figure 10.1 Product sample

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Figure 10.2 Price Promotion

Figure 10.3 Online contest

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Figure 10.4 Buy1 free 1

Figure 10.5 Price discount

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Figure 10.6 Poster & banner 3.30 3.30 Preced Precedent ent Studi Studies es

a) Maga Magazi zine ne

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Figure 10.7 Magazine Article & Appearance

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b) Newsp Newspap aper er 81 | P a g e

Figure 10.11 Harian Metro 24Feb2011 Figure 10.12 An artical on EcoCert with comments from our MD and the President of EcoCert japan

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Figure 10.13 Sin Chew Newspaper 24Apr2011 Pg30

Figure 10.14 Berita Harian 14Feb2011 Pg24

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Figure 10.15 Berita Harian 14Feb2011 Pg25

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Figure 10.16 NST 16Feb2011

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Figure 10.17 The Star 17Feb2011

Figure 10.18 The Star 11Feb2011

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Figure 10.19 The Sun 14Feb2011

C) Award

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Figure 10.20 Award Award &nominatio &nomination n 88 | P a g e

CHAPTER 11 –

REFERENCES

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CHAPTER 11: REFERENCES Esmeria Organics is an official site that presents information and data of the brand and products (http://www.esmeria.com/ (http://www.esmeria.com/)) Esmeria Organics Facebook page is an official Facebook page that presents information and data of the brand and products (https://www.facebook.com/esmeriaorganics/ https://www.facebook.com/esmeriaorganics/)) Ili, F. (2011, November 26). Organic Skin Care Survey, Retrieved Nivember 28, 2011, from https://docs.google.com/spreadsheet/view https://docs. google.com/spreadsheet/viewform? form? formkey=dFJyNXFLLWp2RlhhRUQyM0FKSmlGaFE6MQ Alexander, K. (2008). Annual State of the Cosmetics and Toiletries Industry. Skin Inc [Online]. Available: http://www.skininc.com/spabusiness/trends/20387014.html?page=1 Opportunity Malaysia (2011). Cosmetics and Toiletries Malaysia. Malaysia Mission [Online]. Available: http://www.malaysiamission.com/team.php? http://www.malaysiamission.com/team.php? id=31 American Consulate General. (2011). Asia-Pacific Cosmetics and Toiletries Market Overview. U.S. Commercial Service [Online] Available: http://export.gov/hongkong/build/groups/public/@eg_hk/documents/web content/eg_hk_039451.pdf Tan, E. E. (2011). (2011). Entrepre Entrepreneur. neur. The The Edge [Online]. [Online]. Availab Available: le: http://www.theedgemalaysia.com/management/186803entrepreneur.html The Stars. Stars. (2011, (2011, February February 11). Beauty Beauty Business Business That Started Started In Her Her Own Kitchen. The Stars [Online]. Available: http://thestar.com.my/metro/story.asp? file=/2011/2/11/central/7832075&sec=central Poo, C. (2011, February 17). Declared Safe. The Stars [Online]. Available: http://thestar.com.my/lifestyle/story.asp? sec=lifeliving&file=/2011/2/17/lifeliving/8025532

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Kidbux. (2011). Esmeria Organic A Homegrown Organic Skincare. Kidbuxblog [Online]. Available: http://www.kidbuxblog.com/talk-beautyhealthy/esmeria-organic-a-homegrown-organic-skincare Female. (2011, April 1). Green Ambition. Female Mag [Online]. Available: http://www.femalemag.com.my/2011/04/01/green-ambition-3/

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CHAPTER 12 –

APPENDICES

CHAPTER 12: APPENDICES Organic Skin Care Survey

Good day to you. I am Ili, currently a bachelor student of Multimedia majoring in Media Innovation at Multimedia University. This is a general survey of your perception and use of organic skin care products. The survey consists of three parts. The first is demographic questions , the second is general skin care questions, and the third is brand-related questions. Thank you very much for participating in this survey.

Demographic Questions

1. Gender * Male Female

2. Age range * Below 18 19 - 25 26 - 30 31 - 40 Above 40

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3. Occupation * Student Working Part-timer Not working

4. Income range or monthly allowance * Below 500 501 - 1000 1001 - 2000 2001 - 4000 Above 4000

General Skin Care Questions

5. When did you start using skin care product? * Before 12 13- 15 16 - 17 18 - 21 22 - 25 After 26 6. What is your budget for skin care products? * Below 50 51 - 100 93 | P a g e

101 - 200 Above 200 Don't have budget, as long as the products is suitable for my skin

7. What is your favourite skincare brand? *Please provide one OR more brand

8. How much do you think is reasonable for an organic skincare product? *Please provide an exact amount (ie. RM50) or a price range (ie. RM80-RM100)

9. How did you get to know about the brand you are using? * Magazine TV Commercial Radio Press Ad Internet Recommended Recommended by friends fr iends or relatives r elatives Other: 10. Where would you normally purchase your skin care product? * Retail shop Beauty salon Pharmacy Online Other:

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11. Why would you purchase a product? *Please select one or more Economically priced / promotion Beautifully packaged Famous brand Advertisement High quality / assured results Recommended Recommended by friends/family No personal perference. it's the brand you/your family is using all this while Other:

12. You would prefer a skincare which is: *Please select one or more All natural Mainstream products (ie. ones with at least a few synthetic ingredients) Produc Products ts with with scient scientific ificall ally y proven proven active active ingred ingredien ients, ts, wh wheth ether er natural natural or synthetic No concern on chemical contained, as long as it provide effective results Other:

13. Are you aware/concern of the ingredients used to make the product in which you apply? * Yes No 95 | P a g e

Considerably

14. How often do you check on skincare product labels when buying them? * Always Most of the times Sometimes Rarely Never

15. Please rate the importance of each of the following green/environmental aspec aspects ts to you, you, with with 1 bein being g the the least least importa important nt and 5 bein being g the the most most important. Please rate the answer in the column provided *

1

2

3

4

5

(a) The use of natural/organic ingredients in various types of health and beauty products (b) Designing products/packa ging with more environmentally -friendly contents and 96 | P a g e

1

2

3

4

5

minimal packaging (c) For companies to offer more green products in their shelves (d) Producing cosmetic products that are free from animal testing

16. If there are two products, one of which is a green product and the other is not, which would you choose? * I would choose the greener product, even if it costs more I would choose the greener product, if it doesn’t cost more than the normal product. I would choose to pay more for the greener product, only if it offer added value. 17. What could have hindered you from purchasing green/environmentally responsible products? * Less money to spend and environmental products seem to cost more Are unaware of green products available in the store Feel there are not enough green-product options Prefer another brand Don’t trust green product claims Think green products are of lesser quality None of these 97 | P a g e

Brand-related Questions

18. Are you aware of Organics? *http://www.esmeria.com *http://www.esmeria.com//

a

brand

called

Esmeria

Yes. (Please answer Question 19) No. (You can skip Question 19)

19. How did you get to know about this brand? Magazine TV Commercial Radio Press Ad Internet By friends or relatives 20. Are you currently an Esmeria Organics user? * Yes No

21. Do you know that Esmeria Organics is the first Malaysian brand that is certi certifie fied d organ organic ic by Ecoc Ecocer ert; t; the the very very first first certi certific ficati ation on body body to deve develo lop p standards for "natural and organic cosmetics"? * Yes No

22. Do you find the price offered are reasonable and affordable, which starts at RM25.90? * Yes No 98 | P a g e

23. Would you consider switching to Esmeria Organics? * Yes, I'm worried with using harmful chemical on skin Yes, I wouldn't mind just trying Maybe, I don't have any personal preference when choosing skincare brand No, the brand is not interesting and unpromising No, I dislike Malaysia brand

24. Please share you valuable opinion regarding Esmeria Organics to improve the brand *

99 | P a g e

Situation Analysis Esmeria Organics

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