Assignment Cover Page

Programme Course Code and Title

Bachelor of Arts (Hons) in Communication MMP 3214 Media Strategy Planning
and Public Relations

Student’s name / student’s id Lecturer’s name

Jirathcha Tantrakul 0193168 Sarata a/p Balaya

Date issued Submission Deadline Indicative Weighting

22/1/2019 21/03/2019 40%

Assignment title Assignment 1: Knowing Local, Looking Global

This assessment assesses the following course learning outcomes

# as in Learning Outcome
Course
Guide

CO1 Identify the theories and concepts of media strategy and advertising objective

CO2 Analyse the strategic role of media decisions in the development of effective marketing communications.

CO3 Apply media cost efficiency and media advertising rates to execute a plan.

CO4 Evaluate the criteria required for measuring the effectiveness of media strategies.

This assessment assesses the following UNIVERSITY OF LINCOLN learning outcomes.

# as in Learning Outcome
Course
Guide

CO1 Employ creative and innovative strategies in production (MED1012M Digital Media-Level1)

CO2 Demonstrate acquisition of transferable skills project planning, communication and problem solving.
(MED 2046M Digital Media)
CO3 Undertake technical, distributive and financial planning. (MED2059M Film Production)

CO4 Evaluate their work in terms of marketing and distribution. (Media Project 2)

CO5 Select and apply relevant methods of critical analysis in their own studies. (MED1254M Mediation &
Representation 1)
 CO6 How to plan the time and the critical path, identifying what stages of the research lead to what activities.
(MED2028M Media Research: Methods and Proposal Design)
CO7 To be able to negotiate write and work to a design brief with a client. (Med2048M Design)

CO8 Prove their capabilities as an independent researcher, analyst and creative communicator.(Independent
Study)

CO9 Structure a intellectually rigorous and coherent ideas to an advanced level in order to communicate ideas
through the integration of form and content. (Media Project 1)
CO10 Employ creative, original and innovative strategies in a media production project. (Media Project 1)

CO11 Evaluate their own work and apply critical and independent analysis to inform practical production.
(Media Project 1)

Student’s declaration

I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.

Student’s signature: Date:21/03/2019

 Table of Content

No. Content Page

1.0 SWOT Analysis / Social Media Audit 1-6

2.0 Advertising Campaign Analysis 7-9

3.0 Customer Segmentation in New International Market 10-13

4.0 Competitor Analysis in New International Market 14-16

5.0 Appendix 17-36

6.0 References 37-38

7.0 Turnitin Report 39

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 S.W.O.T Analysis  
 
   
Strengths   Weaknesses  
 
•   SILKYGIRL is from a well-established
§   Unattractive packaging
company.
•   Offers a variety of cosmetics product. §   Brand awareness is low
•   The product is very affordable compared §   Incomplete website (women and men)
to the competitors. §   Lack of differentiation in terms of
•   The product is lightweight and compact.
products.
•   Distributed to the most convenient stores
and available at every supermarket and §   Low-quality of video advertising.
hypermarket.
•   Have a lot of promotion.
•   Good promoting strategy.
•   Provide tips from famous Spokesperson.
•   Show the advertisement through TVC to
attract consumers.  

   
Opportunities   Threats  
 
§   Halal cosmetic certificate. §   The other competitors brand selling a
§   Good quality products at a reasonable similar product.
price.
§   Market demand for the international
§   Suitable for young women and teenagers.   brand’s product.
§   It provides variable colour cosmetics that §   Consumer Behaviours and lifestyle
can obtain consumer needs. changes.
  §   Many competitors in the market.  

 
 
 
 
 

  1  
 These strengths are organisational qualities that drive it towards the brand reputation

and image. SILKYGIRL has several strengths that facilitate of the brand's achievement. The

strengths that can be seen in the current are SILKYGIRL is from a well-established company

which is The Alliance Cosmetic Group. The company is a leading Malaysian-owned company

involved in the distribution and marketing of colour cosmetics and personal care products (Star

Media Group, n.d.). Besides, the Alliance Cosmetic Group has grown from strength to strength

and today its brand portfolio including SILKYGIRL and many other cosmetic brands.

SILKYGIRL offers a variety of cosmetics product in a cool and trendy colour. The product

itself is very affordable, lightweight and compact compared to the competitors. The brand

distributed their cosmetic products to the most convenient stores and available at every

supermarket and hypermarket such as Watsons, Parkson, Sasa and Guardian (Refer to figure

1.1). The products are often on a discount and promotion which offer as the way to attract

consumers such as buy 1 free 1 or buy 2 get 10% discount and Chinese New Year 60% off

promotion (Refer to figure 1.2).

In addition, SILKYGIRL has a very good promoting strategy as they are frequently

posting about their cosmetic products on social media. They usually posted the product

pictures, holiday promotions, makeup tutorial video that using SILKYGIRL cosmetics and

lipstick swatch (Refer to figure 1.3). Their official Instagram account has more than 80k

followers and the most-liked post reached more than 3000 likes (Refer to figure 1.4). Their

official Facebook account has more than 500k followers and the most-liked post reached more

than 4000 likes (Refer to figure 1.5). Their official Twitter account has more than 27K

Followers but there is no likes button available (Refer to figure 1.6). Besides, their YouTube

account has 2.2k subscribers and the most-viewed video reached about 200k views (Refer to

figure 1.7 ). The video contents that they posted are mainly TV commercials and makeup

tutorial video. Lastly, SILKYGIRL displays their advertisement through TVC to attract

  2  
consumers and provide makeup tips from famous Spokesperson on the official website. One

of the Spokesperson is an Singaporean actress named "Hong Ling". As a Spokesperson of

SILKYGRIL, her task is to promote its brand through public endorsements and announcements

such as social media. She usually promoted the cosmetics through her own Instagram account

and she received more than 5000 likes from each post (Refer to figure 1.8 and 1.9).

The weaknesses in the following are the factors that act as barriers and preventing the

brand from achieving its goals. The weaknesses that can be seen are the brand awareness of

SILKYGIRL is low compared to the competitors. This is because of the brand quite new in the

international market as it is a local brand and only available in 4 countries which are Malaysia,

Singapore, Brunei and Indonesia (Refer to figure 2.1). Likewise, if compare to the international

market of other competitors such as Maybelline and Revlon. Those brand are available in over

130 countries worldwide. Besides, the product packaging itself is unattractive. Perhaps using

the same colour repeatedly on the packaging could not attract the customers. The official

website of SILKYGIRL is incomplete as the brand did not put any information for the men

fragrances, the available information is only for women fragrances (Refer to figure 2.2).

Moreover, SILKYGIRL cosmetic has a lack of differentiation in terms of products.

There are too many choices for the customer to choose each cosmetic products thus the product

with no clear differentiation could be confused for the customer. Furthermore, they changed

its packaging of the old product and launch it as a new one (Refer to figure 2.3) while the other

competitors came out with a brand new product. Lastly, their content in term of TV

commercials and video advertisement are not interesting. Particularly on Youtube, most of the

videos are TV commercials which is quite old-fashioned and boring (Refer to figure 2.4).

Besides, the videos on YouTube are very low-quality which mean that they did not give priority

in term of promoting their product on YouTube. The quality of some video has only 360p

(Refer to figure 2.5). The videos at 360p are suited only for smartphones and other mobile

  3  
devices with a small screen because they use up less data but appear quite blurry on larger

screens such as laptop and computer. In facts, the quality of YouTube video itself is an option

whether to select the quality in 360p, 480p, 720p and 1080p.

The opportunities are regarded as a way for the brand to improve its profitability when

establishing customer loyalty and market base. The opportunities that can be seen are the good

quality of the brand product as well as a reasonable price. Likewise, the product itself is suitable

for young adults and teenagers. Those people who do not earn very much or students can

purchase the product at an affordable price. SILKYGIRL offers the cosmetics product with

halal cosmetic certificate. Moreover, they are not only a prerogative for Muslim consumers

since accurate controls and the absence of animal origin give the idea of a healthy, organic and

cruelty-free product (Halal International Authority, 2017). Due to a report on the MITI website,

HDC states Malaysia’s export value for halal cosmetic products and personal care in the third

quarter of 2015 topped RM1.7 billion and the total halal exports around RM31.1 billion, while

there are rising demand and lack of supply in the market every year (Low, 2017). In fact, it is

widely acknowledged that halal cosmetics are produced without any animal test. Lastly, the

brand provides variable colour cosmetic products that can obtain consumer needs.

These threats in the following are the factors that prevent the brand from achieving its

objectives. The threats that can be seen are the other competitors brand selling a similar

product. SILKYGIRL is not the only local brand that offers colour cosmetics and Halal-

certified in Malaysia. There are several local brand competitors such as SimplySiti and Chique

Cosmetics that offer halal make-up (Refer to figure 3.1 and 3.2). Nowadays, the markets are

demand for the international brand’s product as those brand are more popular and unique. Thus,

it can be hard for the local brand like SILKYGIRL to compete with those international brand.

Moreover, there are so many old and new competitors in the cosmetic industry. Due to the

increasing demand for cosmetics products has resulted to increase in the global competition.

  4  
Lastly, consumer behaviours or lifestyle changes are considered as one of the threats as well.

Presently, people’s lifestyle and behaviour come into the main role especially when it comes

to purchasing the products (Novak, n.d.). However, there are major change in their spending

behavior. Many consumer are now demanding products that targets more specifically to their

needs, with the combination of value for money options.

Overall, SILKYGIRL has earned its reputation for Malaysian local cosmetic brand.

After assessing the SWOT analysis of SILKYGIRL, it might be possible for the brand to

increase the revenue growth and expand into international markets in the future. However, the

brand may be used the strengths to take advantage of the opportunities and reducing its

weaknesses. The opportunities of the brand could be a way to overcome the weaknesses.

Meanwhile, the strengths and weaknesses could be a strategy to overcome threats.

 
 
 
 

  5  
 Social Media Audit  
 

Site Followers / Likes / Views / Subscribe

Facebook   §   Followers : 561,564 followers

§   Likes (Page) : 561,502 likes

§   Likes (Post) : The most-liked is about 4000 likes and more  

The lowest-liked is about 10 likes

Instagram   §   Followers : 85,916 followers  

§   Likes : The most-liked could go up to 3000 likes and more  

The lowest-liked is about 100-200 likes

Twitter   §   Followers : 27.3K Followers  

§   *no likes available

YouTube   §   Subscribe : 2.2K  

§   Views : The most-viewed is about 200k views  

The lowest-viewed is about 100-150 views

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

  6  
 Advertising Campaign Analysis  
 
 
   
Year   Ads. Campaign  

 
2014   §   Sebarkan Harapan Aidilfitri bersama SILKYGIRL & SG Men
(This charity campaign period had run from 24th June to 6th August
2014)

   
2017  
§   Sebarkan Harapan Aidilfitri bersama SILKYGIRL & SG Men
(This charity campaign period had run from 15th June to 24th July
2017)
   
2018  
§   Sebarkan Harapan Aidilfitri bersama SILKYGIRL & SG Men
(This charity campaign period had run from 15th May until 25th June
2018)
 
 
In 2014, SILKYGIRL and SG Men collaborated with Watsons and launched a

charity campaign during the holy month of Ramadan until early August 2014 to raise funds for

the underprivileged children. The campaign named "Sebarkan Harapan Aidilfitri Bersama

SILKYGIRL & SG Men". It was a big effort with Watsons to give back to society. For every

bottle of SILKYGIRL or SG Men fragrance sold during the campaign period, RM 0.50 was

donated to the charity. This charity campaign period had run from 24th June to 6th August

2014. They managed to raise RM 10,000.00 (Ten Thousand Ringgit Malaysia) and the funds

have been given to the children of "Rumah Kebajikan Anak Yatim & Miskin Al-Munirah" in

the form school supplies for the orphans (Refer to figure 4.1).

In 2017 and 2018, SILKYGIRL and SG Men, in association with Watsons Malaysia

once more, raised funds for the children of "Pertubuhan Kebajikan Asnaf Al Barakh

  7  
Malaysia". For every purchase of SILKYGIRL or SG Men fragrance at Watsons, RM0.50 cent

was donated to the children. The campaign slogan is "Let us lend a helping hand to those in

need so that they are able to live a better life and have hope for a better future". This charity

campaign period in the year 2017 had run from 15th June to 24th July 2017 and in the year

2018 had run from 15th May until 25th June 2018.

In order to build up awareness for this charity campaign, SILKYGIRL used a media

platform such as Facebook and YouTube to promote their campaign. They posted the ads video

on their social media accounts which are Facebook and Youtube. The response on Facebook

achieved only 20 likes, 2 shares and no comments for the 2014 campaign but for the 2018

campaign achieved around 30k views, 263 likes, 19 shares and 1 comments (Refer to figure

4.2 and 4.3). On the other hand, the video on their Youtube achieved more than 1000 views

and 15 likes for the 2014 campaign, more than 200 views and 2 likes for the 2017 campaign

but for the 2018 campaign achieved only 105 views and 1 likes (Refer to figur 4.4, 4.5 and

4.6). This means that overall of their ads campaign video on YouTube and Facebook did not

reach high attention even though the campaign was quite successful and people recognized

more about their campaign every year.

Moreover, SILKYGIRL used another marketing strategy to build up its brand

awareness and gaining more followers by creating Instagram Stories Ads. This is because there

are 400 million people that using IG stories every day and the brands or businesses ads are in

a third of most viewed stories (Donnelly, 2019). It means that by using this strategy can help

SILKYGIRL to reach out and share their messages to the target audience. The photo stories

ads of SILKYGIRL will appear for 5 seconds (Refer to figure 4.7). Besides, this is not part of

the campaign but under brand awareness.

  8  
 Overall, SILKYGIRL came out with a similar campaign every year which considered

as CSR campaign. The three campaign which mentioned above are quite successful and

received attention from the audiences. However, SILKYGIRL should stop launching

repeatedly campaign and they must change the campaign idea in order to reach more customers

as well as build up the brand image and reputation. Likewise, the new ads campaign could be

the perfect way for the brand to reach out their prospects. For example, they should launch

more creative ads campaign by follow the current trends because their target audience is mostly

young adults, teenagers and students or they should create their own trends in order to become

a market leader.

  9  
 Customer Segmentation in New International Market

SILKYGIRL cosmetics were officially launched in 2005 where it is now marketed at

over 5,000 cosmetics counters in four ASEAN countries including Malaysia, Singapore,

Brunei, and Indonesia. Besides, the brand launched its fragrance line in 2006 after achieving

successful results from its cosmetics products meanwhile SG MEN fragrances were also

introduced to the market. In facts, there is a big chance for the brand to go wisely in the global

cosmetic industry, expand the counters brand or even increasing their revenue.

Due to the fact that SILKYGIRL offers halal cosmetic certificate and creates a

breakthrough in the Muslim market that forming a large community in ASEAN. It is possible

for the brand to expand their market into European countries with the largest Muslim

populations. According to WorldAtlas (2018), Turkey ranks number one on the list which

means that the country hosts the largest number of Muslim populations in Europe. Moreover,

its population is approximately 67.8 million with including the approximately 98.6 percent of

the population that identifies as Muslim (Refer to figure 5.1).

Aside from that, the Turkish cosmetics industry is one of the fastest growing industries

globally, with a market size of 5.5 Billion Euros. The local demand for cosmetics and personal

care products in Turkey on import products keep increasing, despite the large domestic

production capacity (Italian Trade Agency, 2016). Furthermore, the local consumers tend to be

attracted to foreign brands especially in makeup and beauty products. According to the

Ministry of Health of Turkey, there are more than 5000 registered cosmetic companies which

including local manufacturers and importers. In order to import cosmetic products in Turkey,

Drug and Medical Devices Agency of Turkey (TİTCK) requires certain documents to be

submitted for consideration. Therefore, if the brand failing to submit any of these certificates

may cause an obstacle in placing a product in the Turkish market (Global Regulatory Solutions

  10  
and Services, n.d.). Moreover, the majority of import product in Turkey was cosmetics with a

vast amount of $274 million, the products were imported into the country in 2017. Besides, the

top 10 trade partners for cosmetics products and personal care in Turkey are France, China,

Italy, South Korea, Greece, India, the UAE, Bulgaria, Taiwan, and Pakistan. Many of these

key trade partners highly increased their exports to the Turkish market (Beautyeurasia, 2018).

For the new international market, Istanbul is the best choice for SILKYGIRL to import

their product as it is the largest and most populous city in Turkey, with a population of 14

million people as well as its cultural and financial hub (Refer to figure 5.2). Besides, Istanbul

is located on two sides over two continents (Refer to figure 5.3), one part lies in Asia and the

other part lies in Europe. The Asian side cover with residential neighborhoods and a few hotels.

On the other hand, the European side is the tourist attractions and the city’s commercial center

with corporations, banks and stores (TimesTravel, n.d.). In facts, Istanbul is one of the greatest

business and cultural centers of the region.

Regarding the slogan of SILKYGIRL which is "A fun, young and trendy brand of color

cosmetics that unleash your confidence". The main target audience of SILKYGIRL are youths,

young adults and teenagers age between 18-35 years especially Muslim citizens and students.

Moreover, the students are usually on a budget and did not consider high-end makeup thus this

is a possibility for SILKYGIRL to market their cosmetic products. Furthermore, when it comes

to purchasing, the Turkish consumer is likely to inquire about the conditions of payment. Thus,

young people are generally more aware of advertising. Several demographic trends have

substantially altered consumer behavior in Turkey. First and foremost, the Turkish population

is relatively young with 49.2% of Turkish citizens are under the age of 35. Besides, the Turkish

consumers are well-versed in the uses of technology to plan their purchases, search for products

and follow global trends. As a result, Turkish consumers are more enthusiastic about products

from overseas, including low-cost Asian products and Western products (Tradeportal, 2019).

  11  
 The target area of SILKYGIRL will be the European side due to the fact that the

European side has more shopping malls and always been the center of business, trades and

industry. Likewise, shopping centers in Turkey can be considered as an option for launching

stores. Since the malls appeared on the shopping scene, Turkish people paid attention to that

and almost every neighborhood has at least one. The biggest and fanciest shopping centers in

Istanbul are mostly close to the Taksim area which is a busy nightlife, shopping and dining

district thus very easy to reach by bus, subway, or taxi. Taksim square situated in the European

side of Istanbul (Taksim square, 2019).

The traditional media in Turkey that SILKYGIRL should consider are newspaper,

magazine, TV broadcast and billboard banner. In fact, the number of readers of print media in

Turkey is quite low when compared to its population of the country. The major newspapers in

Turkey are Hürriyet, Sabah and Posta. For fashion magazines are Beautyland and Tempo.

According to the RTÜK survey, Television is the main source of entertainment and information

for the majority of the Turkish population. Therefore, Turkey has an average daily TV viewing

time of 5 hours per person and about 5.15 hours during weekends (Media of Turkey, 2019).

The main channels are TRT, ATV and Kanal D. In addition, the social media platforms that

SILKYGIRL should consider are Facebook, Twitter, Google+, YouTube, Instagram,

Foursquare, LinkedIn etc. According to Statista (2018), the results of a survey conducted by

Cint on social media used in 2016, 2017 and 2018. In 2018, it shows 22.99% of Turkish

respondents stated that they use Facebook followed by Twitter with 16.17% and Google+ with

15.48% (Refer to figure 5.4).

Overall, SILKYGIRL is a cosmetic brand that presented the local product from

Malaysia. A competitive advantage that SILKYGIRL has is the brand itself offer the products

at a reasonable price, good quality and provide Halal certificate which means that their products

  12  
are suitable for Muslim consumers as well as young adults and students. Recently, the beauty

and personal care products in Turkish cosmetic market that considered as a new trend are

mainly for natural and organic products followed by halal-certified makeup and free claim

products. Lastly, after assessing the new international market, SILKYGIRL will definitely

successful and achieve a positive result. The brand operation in given markets and pricing has

made it possible for them to penetrate into the new international market and achieve growth at

the same time optimizing profits.

  13  
 Competitor Analysis in New International Market

In facts, the cosmetic is a highly consumer related item. Therefore, in order for

SILKYGIRL to import their cosmetic products into the new international market, they need

to research the cosmetic market environment and those competitors in Turkey. Besides, the

main competitors for SLIKYGIRL should be the local companies and foreign companies who

import in Turkey. There are many competitors of SILKYGIRL in Istanbul such as INGLOT,

Sora and Flomar. On top of that, all these cosmetic brands offer the same thing as

SILKYGIRL which is Halal certificate.

Flormar is currently considered as number one make-up brand and a new Halal

cosmetics line with 21% market share in the color cosmetics market of Turkey. The brand

opened various stores in multiple locations around the world which sells its products in 104

countries in seven continents, mainly in developing markets. There are around 20 available

stores that located in Istanbul (Refer to figure 6.1). The brand slogan is "Colorful beauty brand

for women of the world". Flormar and SILKYGIRL, both of them are competing in the

cosmetic industry which is one of the most competitive industry.

Regarding Flormar, the majority of their products are makeup line consisting of

blushes, foundations, eyeshadows, mascaras, lipsticks and nail polishes as well as skincare

products such as face care, hand&body care and fragrances. The brand has a wide range of

cosmetic products that allows customers to purchase several items serving different purposes.

Furthermore, the differentiation of their product is one of the main reason that attracts the

consumers need and their marketing strategy of product differential makes it widely

recognized. Besides, product differentiation is not only limited to colors but also to product

packaging. Thus, their packaging promotes its products appearance and show significant

information that could help the customers in term of choices. Flormar offers its products at low

14  
and reasonable prices in the market. Since the brand has production in Turkey thus they don't

have to go through too many distribution chains compared to imported brand.

Flormar heavily uses several social media platforms such as Instagram, Facebook,

Twitter and YouTube. For the official Instagram account has 618k followers and the most-

liked post reached about 19k likes (Refer to figure 6.2), Twitter account has more than 45k

followers (Refer to figure 6.3). On top of that, the official Facebook account has more than 1M

followers and the most-liked post reached about 300 likes (Refer to figure 6.4). For YouTube

itself has about 3000 subscribers and the most-viewed reached more than 10k views (Refer to

figure 6.5). Moreover, on the social media, they usually posted about the products and how to

makeup tutorial videos. Particularly on Youtube, they frequently posting the video and the

latest post was 2 months ago. The content is quite creative and unique as they posted a variety

of tips and makeup tutorial video of using their cosmetic products such as summer makeup

with waterproof products or how to choose Lipstick according to skin tone (Refer to figure

6.6). Therefore, those videos are very helpful for the people who do not know about makeup

or about to start wearing makeup. Flormar also promoted its product through traditional media

such as cosmetic catalog, billboard banner and TV commercials (Refer to figure 6.7 and 6.8).

Besides, the new TV commercials on Youtube which was released last month reached about

4000 views (Refer to figure 6.9).

Furthermore, Flormar managed their official website very well as they included all the

information about the company and its cosmetic products which clearly separated in different

categories. Besides, their website has an option to select countries such as Turkey, Global,

Spain and Italy as well as select languages such as English, Russian, French, Arabic, Spanish,

Italian, Portuguese and Chinese (Refer to figure 6.10). Aside from that, the incentives that

Flormar offers in its pricing are a considerable method of promoting its products. They offer

various of promotions and discounts. However, Flormar managed their social media well but

  15  
there is still a lack of posting about promotion and discount for the customers. The information

on that does not exist on any of their social media. Therefore, this may cause negative effects

as the customers will not be able to see the promotion and discount that offers by Flormar as

well as affect the customer mind in terms of making a decision because customers

psychologically connect the value of the product with the promotion price. In most cases the

results are unfavourable.

Overall, it is nearly impossible for SILKYGIRL to not have any competition unless the

product is extremely unique that the competitor is unable to replicate. Since Turkey has a very

large cosmetic industry in the country including local and international products. As a result,

it might be hard for SILKYGIRL to penetrate into the market and expand their brand

awareness. Hence, SILKYGIRL needs to improve its product packaging as well as produce

more variety of cosmetic products in order to attract the consumer needs. Moreover, even

though SILKYGIRL has a good promoting strategy in social media but Flormar has a very

creative and unique content. They also have more followers and likes on social media. Thus,

SILKYGIRL needs to improve its content on social media and website, especially YouTube in

order to overcome the competitors.

  16  
 Appendix

Figure 1 (Strengths)

Figure 1.1 SILKYGIRL in Watson and Guardian

Figure 1.2 Discount and promotion

  17  
Figure 1.3 IG post (product pictures, holiday promotions, makeup tutorial video)

Figure 1.4 SILKYGIRL official Instagram account

  18  
Figure 1.5 SILKYGIRL official Facebook account

Figure 1.6 SILKYGIRL official Twitter account

  19  
Figure 1.7 SILKYGIRL official Youtube account

(Figure 1.8)

  20  
(Figure 1.9)

Figure 1.8 and 1.9 Shows the photo on the official website and Instagram account
of “Hong Ling” a spokesperson of SILKYGIRL

  21  
Figure 2 (Weaknesses)

Figure 2.1 Available in 4 countries

Figure 2.2 Incomplete website (women and men fragrances)

  22  
Figure 2.3 Old packaging

Figure 2.4 Video contents on YouTube (SILKYGIRL)

  23  
Figure 2.5 The quality of video at 360p (Low-quality)

  24  
Figure 3 (Threats)

Figure 3.1 Their local competitor in Malaysia : SimpliSiti

Figure 3.2 Their local competitor in Malaysia : Chique

  25  
Figure 4 (Ads. Campaign)

Figure 4.1 "Rumah Kebajikan Anak Yatim & Miskin Al-Munirah"

(Figure 4.2)

  26  
(Figure 4.3)

Figure 4.2 and 4.3 Shows the response on Facebook

(Figure 4.4)

  27  
(Figure 4.5)

(Figure 4.6 )

Figure 4.4, 4.5 and 4.6 Shows the response on Youtube

  28  
Figure 4.7 Instagram Stories Ads.

  29  
Figure 5 (Customer segmentation)

Figure 5.1 European countries with large Muslim populations

Figure 5.2 The largest and the most populous city in Turkey

  30  
Figure 5.3 The map of Istanbul located on two sides over two continents

Figure 5.4 Shows the results of a survey conducted by Cint on social media used in 2016,
2017 and 2018.

  31  
Figure 6 (Competitor Analysis)

Figure 6.1 Flormar stores in Istanbul

Figure 6.2 Flormar official Instagram account

  32  
 Figure 6.3 Flormar official Twitter account

Figure 6.4 Flormar official Facebook account

  33  
Figure 6.5 Flormar official Youtube account

Figure 6.6 Video contents on YouTube (Flormar)

  34  
Figure 6.7 Cosmetic catalog (Flormar)

Figure 6.8 Billboard banner (Flormar)

  35  
Figure 6.9 TV commercials video on Youtube

Figure 6.10 Select country and language option on the website

  36  
 References

Beautyeurasia. (2018). International trade on the rise for Turkey’s personal care and

cosmetics industry. Retrieved from: https://www.beautyeurasia.com/About-

Exhibition/News/International-trade-on-the-rise-for-Turkey’s-perso

Donnelly, G. (2019). Everything You Need to Know About Instagram Story Ads. Retrieved

from: https://www.wordstream.com/blog/ws/2018/08/07/instagram-story-ads

Global Regulatory Solutions and Services. (n.d.). Turkey Cosmetics Market: Explore the

hidden potential. Retrieved from: https://www.freyrsolutions.com/blog/turkey-cosmetics-

market-explore-the-hidden-potential

Halal International Authority (HIA). (2017). Halal cosmetics: all you need to know.

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 Assignment 1 MSP (40%)
by Jirathcha Tantrakul

Submission date: 20-Mar-2019 08:44PM (UT C+0800)

Submission ID: 1093888728
File name: Assignment_1_MSP.docx (22.08M)
Word count: 4494
Character count: 23650
Assignment 1 MSP (40%)
ORIGINALITY REPORT

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