Upload
tgnia
View
340
Download
16
Embed Size (px)
DESCRIPTION
Chapter 1 : Project OverviewChapter 2 : Product ProfileChapter 3 : The CompanyChapter 4 : Consumer & StakeholdersChapter 5 : The Industry & MarketplaceChapter 6 : Competitive SituationChapter 7 : SWOT AnalysisChapter 8 : Strategic Target AudienceChapter 9 : Research DevelopmentChapter 10 : Precedent Studies
Citation preview
ZAWARA www.zawara.com
ZAWARA CHAPTER 1:
PROJECT OVERVIEW
ZAWARA Situation Analysis 2
1. PROJECT OVERVIEW
1.1 Introduction
Zawara is a Malaysia’s premier stylish, modest and elegant fashion
retailer that meet the requires for Muslimah fashion as it is design by
women for women. Made from natural luxurious materials such as
sateen silk, chiffon silk, raw silk, cotton as well as hand crafted batik,
the tailor meet the new standards and increasingly demanding
fashion enthusiast who are always eager to shop for the latest
trends, till style meets comfort. From the most-up-to-date
groundbreaking trends, blouse, kaftans and skirts, all designed to
meet our concept of delivering stylish, modest and elegant clothes
that can be apply for every women especially 20 above.
Zawara.com online portal is definitely an essential shopping
destination for every fashionista everyday via worldwide express
delivery. In website, they presented in the style of a fashion
magazine, offers the style-savvy customer exactly what they want,
unprecedented access to the hottest looks of the season and help
customer how to style it with creative ways by using Augmented
reality system, Virtual Mirror, first fashion retailer using this system in
Asia, when fashion meets technology. So you also can try the
clothes from home with using webcam only, and snap it, share with
friends either it is suits or not.
Other than that, Zawara also offers over 100 of the Asia’s most
covetable designer collections to an international fashion
audience. There’s no limit in fashion world especially for Muslimah.
Guests of Zawara will be inspired from their in-house Fashion
Consultants, Newsletter and featured clothes. It can be
acceptable for all religious, culture and all kind of women doesn’t
ZAWARA Situation Analysis 3
matter where background of you came from. This fashion retailer
completely one of the easiest way to stylish and it won’t be same
with other big name brand as it made in limited pieces.
1.2 Problem Statement and Issues
In these modern societies, there’s too many choice of fashion
retailer in market, but Muslimah always-getting trouble to find
perfect clothes to cover the aurah. Long sleeve but wide on top,
short sleeve need to wear with inner, too tight than can see the
shape of body, too thin like didn’t wear anything. Muslimah also
want to be fashionable so here come Zawara, design by women to
women.
But the problem with Zawara, people though it’s so expensive
compare to others meanwhile it’s really worth to having it as they
using the most good quality fabric and the design based on what
Muslimah needed. Furthermore, Zawara still new and there’s not so
many publishing about it. So it will focus on how to increase the
levels of brand awareness among the customers. Also, this situation
analysis would be on the perceptions of society especially woman
or girl towards the target audience of this brand that actually can
be wear by everyone, not only business women or high class worker
only.
1.3 Objectives and Aims
1.3.1 - Aims
To explores the opportunities in order to come out with best
advertising and branding strategies and at the same time to
change perceptions for audiences that this brand is not as
expensive as they though.
ZAWARA Situation Analysis 4
1.3.2 – Objectives
• To find out more on what is our local market situation and
potential in fashion apparel
• To analyze the target audience and redefine the scope.
• To enhance the brand identity and awareness in the region.
• To bring out a good strategy for the advertising and
branding.
ZAWARA Situation Analysis 5
ZAWARA CHAPTER 2:
PROJECT PROFILE
ZAWARA Situation Analysis 6
2. PRODUCT PROFILE
2.1 Product Name
ZAWARA
ZAWARA® is a premier stylish, modest and elegant fashion brand.
ZAWARA was created to meet the standards of the new and
increasingly demanding fashion enthusiasts who are always eager
to shop for the latest trends, and now we are going all out to
astonish fashionistas with its exciting collections.
2.2 Product Classifications
ZAWARA clothes are all designed to meet our concept of delivering
stylish, modest and elegant everyday women wear.
2.3 Product Characteristics 2.3.1 Characteristic Chart
Women’s Clothing
Type Blouse
Traditional Dress (Baju
Kurung)
Price Range (RM) 99 - 199
Unit Per Sale Single
ZAWARA Situation Analysis 7
2.3.2 Packaging
ZAWARA shopping bag.
ZAWARA online packaging for delivery worldwide.
ZAWARA Situation Analysis 8
2.4 Product Range 2.4.1 Blouse
Various colours and designs based on what women desire
of to dress like sophisticated grownups, which works in
favor of being modest and chic.
It’s free size (UK 6)
AKINA
ARIANE
ZAWARA Situation Analysis 9
CARISSA
CELESTE
DALIA
ZAWARA Situation Analysis 10
DEVONNA
ELODIE
HANA
ZAWARA Situation Analysis 11
ILANA
INES
KALIKA
ZAWARA Situation Analysis 12
NURA
PERLA
RENEE
ZAWARA Situation Analysis 13
RHODA
ZAIRA
ZAWARA Situation Analysis 14
2.4.2 Ayu’s Dress
ZAWARA Situation Analysis 15
2.5 Distribution ZAWARA is made from own in-house designers whereby they
specialty in choosing fabric and design, understanding what
every woman want.
Zawara are the most direct link to its customer. Coming soon
news, there would be more stores coming up to expand its
market.
2.6 Product Life Cycle Based on my interview with COO of ZAWARA, Nur Fadilla Abd
Karim said the product life cycle of Zawara is still growing and
expanding.
ZAWARA Situation Analysis 16
2.7 The Brand 2.7.1 The Philosophy
ZAWARA is a believer of style meets comfort. ZAWARA is
set to meet the high standards of the new and increasingly
demanding fashion enthusiasts who are always eager to
shop for the latest trend.
2.8 Brand Image and Implication ZAWARA is online and offline shopping destination for every
fashionista. This brand has been in the industry for a few years
ago but sadly the market situation or business are
competitive and doing just fine compare with its competitors.
2.9 Strength and Weakness 2.9.1 Strength
• Handcrafted product using high quality fabric
• The design is simple; can be casual and formal • Stylish
• Asian cutting measurement • Suitable products for every woman
2.9.2 Weakness • Bad product display
• Lack of promotion
• The model too international • Do not have great variety of designs
• Too competitive in fashion industry
ZAWARA Situation Analysis 17
2.10 Advantages and Disadvantages 2.10.1 Advantages
• ZAWARA is local products that also potential to be
international worldwide with stylish design at
affordable price.
2.10.2 Disadvantages
• Too competitive in the fashion industry from fashion
forward perspective. Undefined brand position.
2.11 Unique Selling Proposition The proposition of ZAWARA is stylish, modest and elegance.
ZAWARA Situation Analysis 18
2.12 Promotional History Promotion for to go the outlet.
ZAWARA Situation Analysis 19
Fabulous Fashionista Contest via using Virtual Fitting Room.
ZAWARA Situation Analysis 20
Somehow lately ZAWARA is sponsoring one of public show, Wanita
Hari Ini on TV3.
2.13 Positioning Statement
ZAWARA is fashionable, high quality and basic casual elegance
clothes that any women can wear at the lowest possible market
prices.
ZAWARA Situation Analysis 21
ZAWARA CHAPTER 3:
THE COMPANY
ZAWARA Situation Analysis 22
3. THE COMPANY
3.1 Company Overview
ZAWARA is a brand under Mirage Resources Sendirian Berhad. So
basically, ZAWARA is an establishes clothing retailing, that
specializes in designing, manufacturing, and wholesale (e-franchise
program).
ZAWARA already started in business in 4 years, start from 2008 but
officially launched on second half 2012.
There’s two ways in retailing; Online and Offline
Online
Can visit the website ZAWARA, www.zawara.com for choosing the
product, also they provide the services Virtual Fitting Room, which
customer can imaginary try it at home and share with family and
friends to ask the opinions.
Offline
There’s several outlet customer can visit; the main one is at Plaza
Damas,and then at bazaar The Curve and Rasta. Coming soon
after Aidilfitri, new outlet at Shah Alam.
ZAWARA Situation Analysis 23
3.2 Business Description
3.2.1 The Store ZAWARA are directly link to customers. ZAWARA stores are
usually have elegance appearance and wide space for
displaying all products. Their outlets are mostly situated in
boutique area. The stores designed for attracting fashion
lover to search for their stylish, modest and elegance
products. The main products are placed withing
reachable and easy spotted areas.
3.2.2 Store Locations and Counts
Location (Malaysia) Store Number
Sri Hartamas 1
Shah Alam 1
Rasta TTDI 1
Damansara 1
3.3 Company History ZAWARA originally was born in 2008 where the first outlet is
opened in The Curve bazaar because they beginning from
small, in online and from there, ZAWARA keep expanding till
now.
3.4 Key People
CEO : Kamarul Ariff Abdul Karim (Directors)
COO : Nur Fadilla Abd Karim (Directors)
And both of them are shareholders.
ZAWARA Situation Analysis 24
3.5 Location and Subsidiaries
ZAWARA
C-0-5, Plaza Damas,
No. 60 Jalan Sri Hartamas 1,
Sri Hartamas 50480, Kuala Lumpur.
3.6 Brands, Major Products & Services ZAWARA is developing fashion brand and hopefully to
expand into international level. For major products, they want
to keep it as modesty and cross viral where everyone
(including non-muslim or muslim from all over the world could
wear it). ZAWARA produces blouse, skirt (coming soon), tops,
traditional wear, and jackets. Talk about service, what they
more focusing is customer service which they ensuring the
delivery services is perfect with a big “Thanks” and they keep
updating & replying all customer in social networks medium
such as Facebook pages, Twitter, Instagram.
ZAWARA Situation Analysis 25
3.7 & 3.8 Corporate Vision & Mission • Deliver beyond expectations customer service
• Embrace and drive change
• Create fun and jovial working environment
• Be adventurous, creative and open minded
• Pursue growth and learning
• Honest, open and respectful communications
• Build a positive team and family spirit
• Do more than expected
• Be passionate and determined
• Be humble
3.9 Current Promotional Strategy ZAWARA now mostly using online as the main medium of
promotional strategy. They start approaching famous blogger to
offer and promote their product in those blog especially fashion
blogger. Then they continues with join Facebook ads, Google ads
and other social media medium such as Twitter, Instagram,
Youtube. They also create promotional W.O.M (words of mouth) via
Augmented Retail Fitting Room which it’s first in the Asia using this
application for online shopping.
3.10 Product Sales History The information is confidential.
ZAWARA Situation Analysis 26
3.11 Current Marketing Objective
3.11.1 Long Term Objective Long term objective is to be the first destination in Asia for online
and offline shopping for all women to choose to when they want
to shop for clothes.
3.11.12 Short Term Objective Short term objective is to reinforce ZAWARA brand into all
Malaysians top of mind.
3.12 Media Expenditure N/A*
*No official information available due to new launching of
business.
ZAWARA Situation Analysis 27
ZAWARA CHAPTER 4:
CONSUMER
&
STAKEHOLDERS
ZAWARA Situation Analysis 28
4.CONSUMER AND STAKEHOLDERS
4.1 Current Consumer’s Characteristic
4.1.1 Demographics
AGE 20 – 29 years old
GENDER Female
EDUCATION College and higher
OCCUPATION Students to working professionals
INCOME RM 500 – RM 4000
RACES & ETHNICITY All races
GEOGRAPHIC LOCATION Urban
ZAWARA Situation Analysis 29
4.1.2 Psychographics
PERCEPTION Recognize ZAWARA as top
elegance, modest and stylish
brand and believe our team
designers are enthusiastic
women who know what looks
good and feels well on woman.
LEARNING Friends and Family, Newspaper,
Internet, Blogger, Environmental
factors and Television.
MOTIVATION & NEEDS Essential clothing that is
affordable with high quality and
yet pleasurable in design
ATTITUDE & PERSONALITY Sensitive and passion in fashion
trends
LIFESTYLE Casual, modern, and constantly
changing.
ZAWARA Situation Analysis 30
4.2 Stakeholders’ Characteristic
4.2.1 Primary Stakeholders
STAKEHOLDER CRITICALITY to SUCCESS
CONCERNS
MIRAGE Resources Sdn. Bhd Supervisory
Board
High Supporting the company
Shareholders High Concerned about the market shares
Employees High Help manufacturing the company
Admin + General High Manage the online services
Designer High Design the clothes
Designer High Design banner, website,
copywriting, multimedia
Sales person Medium Saving potential
ZAWARA Situation Analysis 31
4.2.2 Secondary Stakeholders
STAKEHOLDER CRITICALITY to SUCCESS
CONCERNS
Media Medium Concerned in promoting the
brand
Communities Medium Contribute information through
the community (W.O.M)
ZAWARA Situation Analysis 32
ZAWARA CHAPTER 5:
INDUSTRY
&
MARKET PLACE
ZAWARA Situation Analysis 33
5. INDUSTRY AND MARKET PLACE
5.1 The Industry
5.1.1 Definition of the Retail Industry
Retailing is a business of selling goods to important customers for
personal, family and household use. Retailers are business firms
which involves in offering goods and services directly to consumers.
The function of overlooking the wholesale and retail sector falls
under the supervision of the Ministry of Domestic Trade and
Consumer Affairs (MDTCA) through the Committee on Wholesale
and Retail Trade. The Committee was born in 1995 to control the
industry, including foreign participation in the sector. Authorization
for foreign companies to set up or opening wholesale or retail
operations locally or relocate the branches is needed from the
Committee.
5.1.2 Shape of Industry
The retail environment in Malaysia has been through a continuous
changes in the past 10 years. The retail division in Malaysia contains
a complicated blend of many changing forms of economic
behaviour and organization apparent such as hawkers, street
traders, small family business, wet and dry markets, night markets,
bazaars and supermarkets.
But the retailing in Malaysia was growing to be more mature.
Retailing industry is expanding as retailers with growing retail brands
in Malaysia offering a wider choices to consumers in both brands
and styles.
ZAWARA Situation Analysis 34
The Malaysian retail industry is floating with strong retail growth of
12.8% in 2007,the highest since 1992 while private consumption
spending grew at 11.7%. With slowdown economy and the
increasing prices of basic products, the consumers begin to limit
their spending as they facing financial difficulties.
5.1.3 Development of the Industry
After the recession hits the economy of Malaysia in year 2008 and
2009, 2010 finally has witnessed economic recovery. The purchasing
power is slowly growing of both local and international consumers
due to spending from pent-up, restricted, suppressed demand and
increasing tourist arrivals. Retailing had a healthy growth in 2010. But
with many uncertainties shadowing global economy, economic
environment still remained challenging. Thus, retailers resumed their
proceed their expansion plans in a moderate way, while consumers
spent cautiously.
Foreign retailers getting stronger reputation as the consumers
demanding more choices from retailing and getting more
international tastes. This has made the retailing in Malaysia more
competitive and saturated. GCH Retail, Tesco Stores, AEON Co and
Carrefour Magnificent Diagraph foreign retailers are rapidly growing
in Malaysia and replacing many local leading players in retailing. In
2010, The Store Corp, Econsave Cash & Carry, Parkson Corp were
the only three local players who in the top 10 list of value share.
ZAWARA Situation Analysis 35
5.2 The Marketplace
5.2.1 Current Market Condition
Women's apparel is one of the most competitive market place in
Malaysia. Majority of the foreign or international brands for women's
apparel market has established the business for very long time
compared to some of the local brands in Malaysia. This is a problem
to local fashion retail market when the foreign or international
brands have entered Malaysia's market.
The biggest fashion market in Malaysia is Bukit Bintang area as there
are several shopping centres located there and frequently visited.
Zara, GAP, Charles and Keith, Aldo, G2000, Topshop, MNG, Padini,
Forever 21, Pull and Bear, F.O.S, ESPIRIT and many more well known
fashion retailers are located in that area which is a busy consumer's
traffic.
Other than that, popular huge shopping complexes like Mid Valley
Megamall, One Utama, KLCC, Sunway Pyramid, The Gardens, The
Curve, IOI mall are good market place for the fashion industry. The
majority of the stores in the shopping malls are fashion retailer and
outlets and these malls are always packed with people during the
weekends and public holidays.
5.2.2 Changes in the Market Place
As the technology and electric media develop further, Malaysians
are slowly becoming more conscious about their appearances as
fashion trends is introduced to them easily by the advance
technology and surrounded by media in urban areas.
ZAWARA Situation Analysis 36
ZAWARA CHAPTER 6:
COMPETITIVE
SITUATIONS
ZAWARA Situation Analysis 37
6 . COMPETITIVE SITUATION
6.1 Direct Competitors
6.1.1 The PopLook
Poppy is thepoplook.com’s exclusive in-house label. Designed with
the young and fashionable in mind, each piece is carefully created
for the women of today.
GENRE Women Online Casual Apparel
Retailer
SIMILARITIES Apparel retailer which focuses
on casual wear
STRENGTHS Great expanded online
shopping and based in
Malaysia, high brand loyalty due
to frequent promotions and
sales.
WEAKNESS Weak execution of media such
as in television.
ZAWARA Situation Analysis 38
6.1.2 I AM JETFUEL SHOP
Since 2009, IAMJETFUEL has made trendy style easily accessible for a
great price. Singer, songwriter and founder, Yuna Zarai adds chic,
colourful Bohemian sensibility to her collection of womenswear,
blending fun and sophisticated into one cool collection. IAMJETFUEL
is founded in Subang Jaya, Selangor, Malaysia.
GENRE Women Casual Apparel Retailer
SIMILARITIES Apparel retailer which focuses
on casual wear
STRENGTHS Great expanded shopping and
based in Malaysia, as being
promoting by famous artist in
Malaysia that be icon for every
girls.
WEAKNESS The quality of product.
ZAWARA Situation Analysis 39
6.2 Indirect Competitors
6.2.1 Dian Pelangi
Home Industry was born in 1991 by Bpk Ir. Djamaloadin and Ibu
Hernani at Palembang, whereby their daughter was born, Dian
Wahyu Utani. To expanded their business, they moved Dian Pelangi
at Pekalongan on 2006. Started from mom’s desire to keep
Indonesia traditional wear, Dian Pelangi further in designing clothes/
But all her muslimah design is universal till non-muslim wearing it, it’s
still looking good and exclusive. Dian Pelangi’s special
characteristic is colourful fabric such as rainbow and originally
made from Indonesia.
ZAWARA Situation Analysis 40
GENRE Women Casual Apparel Retailer
SIMILARITIES Apparel retailer which focuses
on casual and exclusive wear
collection
STRENGTHS Unique identity of design which
by it’s designer’s trademark
WEAKNESS Only sale offline. Zero advertising
and resistance to low cost
market
ZAWARA Situation Analysis 41
ZAWARA CHAPTER 7:
SWOT ANALYSIS
ZAWARA Situation Analysis 42
7. SWOT ANALYSIS
7.1 Strength
• Tailor made using natural luxurious materials such as sateen
silk, chiffon silk, raw silk.
• The design is up-to-date and also limited as it’s tailor special
made.
• Fashionable and essentials
• Free size for Asian cutting and measurement
• High quality products at reasonable prices
• Comfortable vibrant products
7.2 Weakness
• Brand awareness is not strong enough
• People’s perception that think it’s expensive as not worth for
a simple blouse.
• Though it’s for high class.
• Advertising in printing and design not so powerful.
• Small, limited variety of clothing design.
• Outlet located at high class area
• Not all products have fixed Asian cutting measurement
ZAWARA Situation Analysis 43
7.3 Opportunity
• With using Augmented reality system, Virtual Mirror, customer
can try on the clothes from the comfort of their homes.
• People are aware of fashion trends and concern about their
appearances.
• It’s a local brand, Malaysians fashionista will be loyal to local
brands and achievements
• Aidilfitri season can boost their sales on Ayu dress as
traditional modern wear.
• Affordable and reasonable prices of the products.
7.4 Threats
• To many competitions among local and international fashion
leading brands.
• Too many non official online blog selling Zawara products
also.
• Fashion and apparel products are considered as a luxury in
Malaysia
• Some people do not prioritize appearances with fashionable
clothing product
ZAWARA Situation Analysis 44
ZAWARA CHAPTER 8:
STRATEGIC TARGET AUDIENCES
ZAWARA Situation Analysis 45
8. STRATEGIC TARGET AUDIENCE
8.1 Proposed Primary Target Audience
8.1.1 Demographics
AGE 20 – 25 years old
GENDER Female
EDUCATION College and higher
OCCUPATION Students to working professionals
INCOME RM 500 – RM 4000
RACES & ETHNICITY All races
GEOGRAPHIC LOCATION Urban, Suburban
8.1.2 Psychographics
PERCEPTION ZAWARA is affordable products
that simply design for every
woman to wear daily as casual
or working or to go the college
which the design is modest.
LEARNING Friends and Family, Newspaper,
Blogger, Environmental factors
and Television.
ZAWARA Situation Analysis 46
MOTIVATION & NEEDS Essential clothing that is
affordable with high quality and
yet pleasurable in design
ATTITUDE & PERSONALITY Sensitive and passion in fashion
trends at the same time still
prefer to wearing something
simple yet elegance.
LIFESTYLE Casual, fashionable, mix and
match wear, modern.
ZAWARA Situation Analysis 47
8.2 Proposed Secondary Target Audience
8.2.1 Demographics
AGE 26 - 35 years old
GENDER Female
EDUCATION Working adult
OCCUPATION Housewives or working
professionals
INCOME RM 1000 – RM 4000
RACES & ETHNICITY All races
GEOGRAPHIC LOCATION Urban, Suburban
8.2.2 Psychographics
PERCEPTION ZAWARA is easiest daily wear for
adult women that the fabric
quality is the best one among
other fashion brands and also
the chosen color is pastel and
soft.
LEARNING Friends and Family, Newspaper,
Environmental factors and
Television.
MOTIVATION & NEEDS Affordable design with
reasonable price.
ZAWARA Situation Analysis 48
ATTITUDE & PERSONALITY Passion in working but yet still
want to have simple elegance
look for good impression.
LIFESTYLE Modern, busy working, casual.
ZAWARA Situation Analysis 49
ZAWARA CHAPTER 9:
RESEARCH DEVELOPMENT
ZAWARA Situation Analysis 50
9. RESEARCH DEVELOPMENT
9.1 Marketplace Research
9.1.1 ZAWARA outlet, Plaza Damas
The main entrance of ZAWARA outlet.
Cashier counter at front of outlet.
ZAWARA Situation Analysis 51
Elegance arranging clothes.
ZAWARA Situation Analysis 52
Helpful and friendly staff. They wrapped products nicely after
customer purchase for it.
ZAWARA Situation Analysis 53
9.2 Market Observation
ZAWARA is strange for most of the Malaysian especially when the
shop located at Plaza Damas, high class area. But they manage to
get customer via promoting on online medium.
Mostly customer came here is women average 20-35 years old.
ZAWARA Situation Analysis 54
Those are several Malaysian top fashion blogger with ZAWARA’s
product. This is how they promoting ZAWARA in blog.
ZAWARA Situation Analysis 55
9.3 Online Survey
9.3.1 Data of Respondents
ZAWARA Situation Analysis 56
ZAWARA Situation Analysis 57
9.3.2 The Findings
ZAWARA Situation Analysis 58
ZAWARA Situation Analysis 59
Perception towards ZAWARA
ZAWARA Situation Analysis 60
ZAWARA Situation Analysis 61
ZAWARA Situation Analysis 62
9.4 Interview
9.4.1 Person In Touched
Nur Fadilla Abd Karim
Designation : COO, Directors, MIRAGE Resources Sdn. Bhd.
Phone Number : +6 019 333 0787
Contact #1 : Email Communication
Details : Several questions had been asked through e-mail
communication. But then they Puan Dilla would help me by making
interview session face-to-face with making an appointment.
Check out following page for the conversation.
ZAWARA Situation Analysis 63
ZAWARA Situation Analysis 64
My question and email to them;
“On 21 July 2012 20:41, Tengku Tezuka
<[email protected]> wrote:
Helo and good day :)
My name is Tengku Izzati Aniyah Tengku Ismail, a final year
Advertising Design student at Multimedia University Cyberjaya, and
as for my final year project I've chosen Zawara as my subject
research. What got my interest in choosing your product is the fact
of clothes design, and strategy online marketing; Virtual Fitting
Room that completely puts Zawara in a unique stand against other
clothes and apparel in the market. So, I'm writing in here to inquiry
for more details. To make it short and easy, below is the point form
of my questions regarding the marketing and advertising
information of Zawara.
1. Business description - about what Zawara doing (retailing,
designing, manufacturing, advertising etc )
2. Key People - Name & designation ( Founder, CEO, local
manager, sales & marketing manager, PR, etc)
3. Brands, Major Products & Service
4. Corporate Vision & Mission
5. Current Promotional Strategy
ZAWARA Situation Analysis 65
6. Product sales history (if applicable)
7. Current Marketing Objective - for short term & long term (maybe
more outlets? Target of market share in the field?)
8. Media expenditure - advertising & promotional activities (social
network, radio broadcasting, flyers or any television commercial?)
9. Current target audience - age range & social status
10. Stakeholders - Characteristics or job database
11. External Stakeholders - (who in charge supply chain? Any
advertising agency? )
12. Main Competitors
I think these are the major questions which needs your assistance in
answering, I do hope these questions aren't intrusive to your
company's privacy. I understand if your department need time to
answer these questions, but may I know how can I get your
permission to take pictures on your outlets and product? Because
this activity requires the most time and is field work-based, I sicerely
need your permission as soon as possible to carry out this activity. I
will send copies of the survey results and the pictures taken when it
is compiled. Do I need to go to your boutique to get the permission,
and show the official letter ffrom my university? If so, may I go there
on either Sunday or Monday to obtain ther permission?
ZAWARA Situation Analysis 66
Above should be only the information I would like to know so far. I
hope that it won't be too much for you. Anyway, your assistance
and time for this email are highly appreciable.
Thank you! :)
My email, [email protected]
Phone number, +60 17 902 9825”
ZAWARA Situation Analysis 67
Contact #2 : Interview face-to-face session at MIRAGE resources,
Mrs. Dilla’s office.
Details : The same question had been answered after she read
through e-mail I sent to her. But some info can’t be telling much.
Mrs. Dilla’s office with several collection of ZAWARA product.
Me and Mrs. Dilla after interview session infront of her room.
ZAWARA Situation Analysis 68
9.5 Others
Methods and Technique
Several methods had been applied in order to get sufficient
information for better understanding and research development.
Other than internet resources searching, on ground research had
been done by visiting to the outlet store. I had also bought the
products for research purpose and trying to experience it from the
perspective of a consumer.
ZAWARA Situation Analysis 69
ZAWARA CHAPTER 10:
PREDECENT
STUDIES
ZAWARA Situation Analysis 70
10. PRECEDENT STUDIES
10.1 Advertising Strategy
10.1.1 Packaging and Labeling
Label tag.
Packaging after purchasing.
ZAWARA Situation Analysis 71
Receipt.
ZAWARA shopping bag.
ZAWARA Situation Analysis 72
10.1.2 Advertising
Simple interface of website.
Cover photo in facebook pages.
ZAWARA Situation Analysis 73
Cover photo in facebook pages.
Some of advertisement for promoting the outlet.
ZAWARA Situation Analysis 74
10.2 Precedent Studies
10.2.1 Print Ads
Sugarscarf, Malaysia number one online shopping.
ZAWARA Situation Analysis 75
Dian Pelangi concept outdoor photoshoot products.
ZAWARA Situation Analysis 76
thepoplook.com’s advertising.
Simple yet elegance ads.
ZAWARA Situation Analysis 77
10.2.2 Website design
Maysaa simple yet bold design.
ZAWARA Situation Analysis 78
I AM JET FUEL shop website.
Online magazine, updating latest style on I AM JET FUEL
shop website.
ZAWARA Situation Analysis 79
thepoplook interface design for purchasing product.
ZAWARA Situation Analysis 80
ZALORA advertising in website. (Banner)
ZAWARA Situation Analysis 81
EDZ website banner.
ZAWARA Situation Analysis 82
ZAWARA CHAPTER 11:
REFERENCES
ZAWARA Situation Analysis 83
11. REFERENCES
• ZAWARA’s official website, www.zawara.com
• ZAWARA’S facebook page,
http://www.facebook.com/ZawaraOnline
• ZAWARA’s twitter; @zawaraonline
https://twitter.com/zawaraonline
• Thepoplook, www.thepoplook.com
• Maysaa, www.maysaa.com
• IAMJETFUELSHOP, http://shop.iamjetfuel.com/magazine
• Google Malaysia Search Engine, www.google.com
• Wikipedia, The Free Encylopedia,
http://en.wikipedia.org/wiki/
• The Malaysian Textile Manufacturers Association (MTMA),
http://www.fashion-asia.com/page.cfm?name=aboutus
• Youtube, http://www.youtube.com
ZAWARA Situation Analysis 84
ZAWARA CHAPTER 12:
APPENDICES
ZAWARA Situation Analysis 85
12. APPENDICES
1. What is your age group?
• Below 17
• 18 - 24
• 25 - 31
• 32 – 38
2. Where do you live?
• Urban
• Suburban
• Rural
3. What is your occupation?
• Student
• Self employed
• Professional
• Others
ZAWARA Situation Analysis 86
4. What is your monthly income?
• RM 500 – RM 1000
• RM 1000 – RM 1500
• RM 1500 – RM 2000
• RM 2000 & above
5. Are you fashion lover?
• Yes
• No
6. Approximately, how much would you spend for your clothes?
• Below RM 100
• RM 100 – RM 200
• RM 200 – RM 300
• RM 300 – RM 400
• RM 400 and above
ZAWARA Situation Analysis 87
7. What type of fabric do you like to wear?
• Cotton
• Lycra
• Chiffon
• Satin
• Wool
8. What fashion style that you confidence the most?
• Simple
• Covering the awrah
• Stylish
• Modest
• Elegance
• Feminine
• Casual
9. Does brand matter to you?
• Yes
• No
ZAWARA Situation Analysis 88
10. Among these few brand,, which will you go for?
• IAMJETFUELSHOP
• Maysaa
• Zawara
• Hajaba
• DP by Dian
• Nurul Wonder Wardrobe
• Zalora
11. Have you ever heard of ZAWARA?
• Yes
• No
12. Where did you hear about ZAWARA?
• Newspaper
• TV, Radio
• Friends or relatives recommended
• Websites/Blog
• Social Media (FB, Twitter, Instagram)
• Magazines
• Never
ZAWARA Situation Analysis 89
13. Have you purchased any item from ZAWARA before?
• Yes
• No
14. If yes, what brings you to purchase ZAWARA product?
• Design of clothes
• Price
• Promotion
• Advertisement
• Trend
15. Have you visited a ZAWARA outlet before?
• Yes
• No
16. Are you aware that ZAWARA’s official website has VIirtual Fitting
Room?
• Yes
• No
17. If yes, have you ever try using Virtual Fitting Room before?
• Yes
• No
ZAWARA Situation Analysis 90
18. What can ZAWARA improve to achieve brand awareness?
• Advertising
• Promotion
• Branding
• Price
• Store Atmosphere