UNIVERSITY TECHNOLOGY MARA, MELAKA

BACHELOR OF BUSINESS MANAGEMENT (HONS.) FINANCE

GROUP PROJECT:

DIGITAL MARKETING (MKT558) 82

Prepared by:

NAME MATRIC.NO

AIDA SABRINA BINTI KHAIRUDDIN 2021864502

KHAIRUNNISA BINTI KAMAL 2021855622

NURFARAHIN BINTI MOHAMAD ARDIN 2019612144

NUR EFFA ATHIRAH BINTI ABD HALIM 2021849476

PREPARED FOR:
DR. AZLIN ZANARIAH BINTI BAHTAR

SUBMISSION DATE:
18 JULY 2022
 TABLE OF CONTENT

1.0 INTRODUCTION ........................................................................................................... 1

2.0 MARKETING MIX FOR LA DOLCE VITA (7Ps) ............................................................ 2
2.1 Product ........................................................................................................................ 2
2.2 Price ............................................................................................................................. 2
2.3 Place ............................................................................................................................. 3
2.4 Promotion ...................................................................................................................... 3
2.5 Physical Evidence ........................................................................................................... 4
2.6 People ........................................................................................................................... 4
2.7 Process .......................................................................................................................... 5
4.0 PAYMENT PROCEDURE ............................................................................................... 6
4.0 EXPLANATION FOR LA DOLCE VITA WEBSITE ........................................................ 7
5.0 OTHER PLATFORM TO SUPPORT LA DOLCE VITA WEBSITE ............................... 11
6.0 APPENDICES ................................................................................................................ 13
7.0 REFERENCES .............................................................................................................. 16
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1.0 INTRODUCTION
La Dolce Vita Clothing, a modern brand showcasing youthful, casual, and elegant
collections of textiles whose name derives from the Italian word for cloth, was formally formed
in 2019 by four University Technology Mara alumni (UiTM). Even though none of us have a
fashion or designer background, our shared interest in apparel fashion over the last several
years and one of us being talented in designing has encouraged us to launch a company
together, despite the fact that neither of us has a fashion or designer experience. La Dolce Vita
Clothing embodies a young, casual, and elegant personality. Originating in Kuala Lumpur,
Malaysia, La Dolce Vita Collection has gained popularity in Malaysia, Brunei, Indonesia and
many more nations in the near future.

La Dolce Vita Clothing is constantly coming up with new ideas and fashion-forward
solutions. Our company's mission is to provide our most cherished customers with an eye-
catching design of clothing from season to season, from casual outings to formal events, at a
very reasonable price without sacrificing quality. La Dolce Vita Clothing also focuses on
shopping comfort and convenience, as well as an enticing ambience, a broad product selection
in terms of colours and materials, which makes it an ideal match to a youthful, casual and
elegant lifestyle. La Dolce Vita Clothing is an ideal brand for career-oriented women seeking
the newest colour trends and fashionable items.

La Dolce Vita Clothing's aim is to be a worldwide leader in the fashion of women's

apparel by fostering innovation and design to provide complete client satisfaction. Following
the trend of interacting via social media, La Dolce Vita Clothing has used the social media
platform to promote the brand's online fashion business in addition to physical shopping. La
Dolce Vita Clothing has developed dramatically over the last three years, and we want to extend
our company beyond online product distribution in the near future.

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2.0 MARKETING MIX FOR LA DOLCE VITA (7Ps)

2.1 Product

When it comes to choosing a product, we must go through several fabric selections in

order for the clothes to be comfortable when customers wear them. Thus, the design must be
reasonable and in accordance with customers' tastes for it to be able to enter a competitive
market. From there, we would know whether the business could make it or not by choosing the
best option. In addition, the product that we have chosen to sell is a clothing product called La
Dolce Vita Clothing. What is the best thing that our product offers is the material clothing
which has a high value for customers. Cotton, crepe, jersey, and chiffon are among the
materials used for baju kurung, dress, and blouse. Consumers could go through our website or
other platforms to browse their preferred items based on their taste. There will be several
options for size, colours, material and design that are eye-catching for consumers to choose it.
Other than that, buyers who bought from the website will always have the option to subscribe
to newsletters. Under this feature, La Dolce Vita Clothing will regularly keep them up to date
on the latest fashion trends based on their preferences and seasons like New Year, Hari Raya,
and many more.

2.2 Price

Price also includes other factors that will determine the success of business. Like how
the products go through the test, the price also is in it. It will be based on the market price of
the product in the industry, and it also includes all the costs that involve in the production
process such as the materials that we will use, tools that will be needed during the production
process, workers that work in the production process and many more. Clothing is an industry
that consists of a lot of competitors. Thus, the best price will be selected and ready to enter the
market competition. Basically, the price is around RM 35 to RM200 based on the difficulty of
design and materials.

As for the profit gain, it is reasonable. The profit will be the generate modal to expand
our brands and gain the trust of consumers. In addition, our La Dolce Vita Clothing will change
our prices based on seasons like Hari Raya, monthly promotions and Black Friday. There will
be discounts up to 50%. On the other hand, on our website we provide free postage for any
purchase more than RM100. Below that, there will be a charge of RM9 for delivery.

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2.3 Place

Websites are used by La Dolce Vita Clothing to allow more customers to order and
check what products are still in stock. It's important for customers to type in the name of our
brand “La Dolce Vita Clothing" or just search for the words "baju kurung", “blouse” and
"kemeja" on Google to locate our website. Customers will find it easy to utilize this La Dolce
Vita Clothing website since the search tabs offered above the header of our websites allow
them to look up the names of our items. On top of that, users may also search for products on
the website based on alphabetical order (low to high or high to low), as well as by price range
(low to high or high to low).

Using the websites, La Dolce Vita Clothing as a seller may observe how many people
are clicking the La Dolce Vita Clothing website, examining the product in La Dolce Vita
Clothing, and how many visitors are interested in purchasing the product that customer will
place their interest product in the "Add carts" page. The La Dolce Vita Clothing website
employs the FPX payment mechanism for clients to pay for their order, so customers may
choose from a variety of payment options.

2.4 Promotion

We all know promotion is a powerful component including advertising and sales. As a

means of promoting themselves, La Dolce Vita Clothing plans to utilise their website as an
online platform promotion by La Dolce Vita Clothing include Payday Sale, which takes place
on the 25th of every month, since this is the day when most customers pay their bills. they'll be
paid for their work. In addition, La Dolce Vita Clothing will provide a discount throughout this
time period End-of-the-Year Sales, during which most products are reduced up to 80%
knowing to the fact that La Dolce Vita Clothing must get rid of certain obsolete inventory for
new clothing to be launched. In addition, La Dolce Vita Clothing also runs other deals, such as
the 9.9 sale which every month and Black Friday sales.

There will be ads on the La Dolce Vita Clothing website that consumers will see when
they open it. This banner will be used by La Dolce Vita Clothing to announce any upcoming
products for the collection and see if there will be any sales in the future as an additional benefit
of linking our website with Google, visibility will improve if we use Google advertisements to
promote our brand. In addition, customers who sign up as members are eligible for a special
discount on their purchase may get a 5% discount on each time purchases are made.

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2.5 Physical Evidence

Because we're a brand-new, well-established digital firm, we understand that not

everyone has the confidence to buy right immediately. Adapting to the website and learning
how to locate information about the company's offerings may take some time for them since
this is their first time doing so. Customers will be able to access via a simple navigation button,
availability, and performance. Possessing high ratings and reviews demonstrates the reliability
of La Dolce Vita Clothing and its ability to address the concerns of potential customers who
may be wary of the items available for purchase on the website.

As a result, in order to address the mentioned problem, La Dolce Vita Clothing decided
to create a visually appealing website. La Dolce Vita Clothing additionally provides clients
with questions about the items with a wealth of contact information and a live chat service that
is available around the clock. In addition, La Dolce Vita Clothing gives measurements
information on the items while showing an actual hand-held device. This strategy will help
customers feel more confident about purchasing the goods in the long run. La Dolce Vita
Clothing customers will also get a tracking number in their email, as well as a confirmation of
their transaction. Because of this, clients can simply follow the status of their purchases by
clicking on a link that instantly redirects them to the courier system of their choice (such as
J&T Express, Poslaju, DHL, or Gdex Express).

2.6 People

To retrieve success, as an owner of a business we must consider the people when doing
the marketing strategy. indirectly, it involves people surrounding such as the executives,
employees, customer service teams, delivery man, customers, and others. It is the people that
we have to take care of so that they will put their energy into work. Furthermore, La Dolce Vita
Clothing also sends staff for workshop training in order to get trust from customers and
strengthen the brand name. Hence, they are able to perform when customers ask something that
is out of their knowledge. Staff capable of answering the question confidently.

In addition, the designers and tailors must cooperate to design the suitable design for
customers' clothes. Preferences from the places, and age will be noted when they create a new
design. While the tailors must sew neatly so that it will reach customers' satisfaction. Thus, it
is also an honour when the customers give a good feedback and rating to the website. If they

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really love it, they will post to social media and tag us. Hence, we gain trust from customers
and loyal customers as they believe with our quality.

2.7 Process

The process involved for La Dolce Vita Clothing business includes the new product
development, sales and promotions, and the customer services given to the users. Creating an
appropriate primary step in business workflows should begin with determining where the users
could find the products. Starting when they browse the website, customers do not have to worry
just in case they accidentally close the website or forget to 'favourite' the desired products. It is
because the website is designated with a feature called 'recently viewed items', which allows
them to track back the item browsed previously up to 1 week of duration. Besides that, after
customers successfully make their payment, the company will send an automatic email directly
to their email account stating that their payment is well received along with an invoice email.

After the company has received the order, the tracking system will start to begin on the
website, showing at which phase the products are currently at such as paid, packing, shipped
or received phase. Lastly, after the product has safely arrived at the customers' doorstep, an
automatically generated email is sent to their email for customer service feedback. They can
simply click on any 'emoticon' such as happy, neutral, and sad to express their experience
shopping.

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4.0 PAYMENT PROCEDURE

In terms of doing business, we must decide which payment method to employ and how
to detect when a client or business partner attempts to deceive us by not making a payment.
We are familiar with a variety of payment choices, including cash, credit, and in-kind payment.
These days, we rely on electronic wallets, credit cards, mobile payments, and bank transfers.

On our website, La Dolce Vita Clothing offers several payment options, including debit
and credit cards, and online banking. After deciding to purchase a product, the customer will
fill out a form with personal information such as their name, address, phone number, the
number of items being purchased, and the email address that will be used to send the invoice
after payment has been made and for shipping based on the information provided. The
consumer must next choose a payment method to complete the transaction.

The first mode of payment La Dolce Vita Clothing accepts Visa and Mastercard as debit
and credit card payments, with the customer needed to supply the card number, expiration date,
and card verification code, which is the final three digits of the number printed on the back of
the customer card's signature strip. The consumer will then get the TAC number through SMS
to the card's registered phone number.

Online banking is the second payment option offered by La Dolce Vita Clothing. Due
to Covid-19, the majority of our customers choose to make payments online without leaving
their homes. We did not specify which bank customers must use. They may use the bank
account they own. We do not incur any hidden fees as sellers or buyers. We are glad that
customers desire to pay whenever they are able and on whatever day they want. However,
several banks shut down their online transfers at 12 a.m. because they did not want any
complications with the payment. Therefore, they must wait until tomorrow morning to pay. It
takes just a minute to make a transfer and there is no need to wait for so long when using online
transfer. Because of this, our company has selected this payment option. Online banking is safe
since we have our PIN and no one else can attempt to log in without it. This reduces the expense
for both parties to visit the bank, and everything is at their fingertips. As a seller, a single click
may help us sell our goods and get a customer. After all, debit and credit card and internet
banking are both handy and secure payment methods.

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4.0 EXPLANATION FOR LA DOLCE VITA WEBSITE 20

Figure 1: Home Page

The main page of La Dolce Vita has a softer appearance that is less intense than its
primary colors, which makes it seem airy, relaxing, and light. This is done to evoke a sense of
sophistication that will be appealing to the eye and draw in customers. The home page's design
aims to be straightforward and user-friendly. The color scheme of the website is meant to be
delicate and can produce a gorgeously sensual, velvety feel. This home page can have
magnificent luminosity with these deep and rich hues with pastel pink and half persimmon tone
used with a two-model positioned in the middle. It is also about how easy it is to navigate the
website to acquire all the product categories and information that a customer needs. Several
thought processes have gone into creating the website, and there will be many more as we
examine what works and what does not through data collection on the website’s efficiency.

The headline "Eid-Fitr Collection" from La Dolce Vita is positioned above and the
button "Shop Now" is positioned below it on the model's right side. With its distinctive colour
scheme, the website hopes to stand out from the many other well-known apparel companies'
websites, which are typically black and white in appearance. Additionally, the brand name for
La Dolce Vita is displayed in capital letters and is placed in the middle of the design in black
hues. The brand name can be clicked to return to the home page if users are on other tabs, such
as the new in tab. Trends, Sales, Shop, and About Us will then appear after the home page. In

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addition, the black hue is also used for the buttons for the Sign in profile, the Search bar, and
favourite items, cart, and other features.

Figure 2: Promotion Page

For our promotion, La Dolce Vita has a special page. To attract clients to the most
recent promotion being advertised. Customers can get 50% off any full-priced items by copying
the promotion code from the header and entering it during checkout. Customers are looking for
special deals, as well as shopping for Eid Season, Mega Wednesday, and other events,
emphasizing a high volume of traffic and transactions in a brief period. One of the best days of
the entire year for e-commerce sales is today.

To automatically roll out promotions like "Free shipping with any order" and "Sign up
with us to receive a 5 percent welcome offer," we chose to place an announcement in the centre
above the image. With discounts offered, these characteristics will entice buyers to buy the
goods. Free delivery is available with membership discounts. Customers can get it by creating
a membership account, and clicking the free shipping components, and it is then available for
additional saving alternatives. Additionally, consumers can buy it every day. Since this is an
online business, all the navigation can be used constantly. It should be noted that the products
are legitimately from our store and were created by bag collection experts to ensure
authenticity. Customers have a positive impression of originality. We at La Dolce Vita made
the decision to keep up our quality for our clients.

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 Figure 3: Categories Pages

This La Dolce Vita categories page helps users navigate a website and focus their search
for a specific product or product type. A categories page will group together pages with related
content and may have subcategories to aid users in their search. The "Trends" button lets
customers know what styles of clothing are currently popular. Customers can easily filter their
preferences on this page based on the chosen category. The price button will display all sizes
and other button features. Customers frequently use the filter to conduct a brief analysis of the
products, which facilitates choosing the promotion items quickly and effectively.

La Dolce Vita offers customers options on the left side column to browse and explore
the products by creating menus for customers to find what they want. Customers can sort prices
using the Sort button, from lowest to highest price. These features make it simple for customers
to compare prices and find the best deal. Additionally, this page's right upper side displays 62
products that are currently available. Moreover, this page's pattern is distinctive with its use of
soft pastel colors and a hint of maroon to highlight the word. It is a classic combination that is
also simple, elegant, and user-friendly. Enhancing website content with beautiful and appealing
designs also helps our brand build a positive reputation.

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 Figure 4: "About Us" page

Information about the history of the company, the identity of the La Dolce Vita
designer, and the activities of the company are all provided on the "About Us" page of the
website. The minimalist color scheme of black, pastels, and white has been chosen for this
page's design. This page's background is pink pastel because it will look neater when the
customer wants to read about La Dolce Vita easily and it also makes the pages not look crowded
for the viewers to read on that page.

Customers can track their orders, contact us, and read the terms and conditions of their
vouchers, among other services that La Dolce Vita offers. This section will include details
about La Dolce Vita's address, phone number, email address, and business hours. Additionally,
it includes a section of a help centre in case a customer needs assistance from La Dolce Vita,
such as if they want to inquire about a product they want to buy or fill out a form if they are
having trouble with a return or refund. In addition, we have links on Facebook, Instagram, and
Twitter that customers can use to find us.

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5.0 OTHER PLATFORM TO SUPPORT LA DOLCE VITA WEBSITE
It's not just Instagram that La Dolce Vita Clothing uses to attract new customers; we
also have a Facebook page. There will be around 1.1 billion active Instagram users in 2021,
making it a popular platform. There are a variety of ways for our organisation to market our
products and services on Instagram, from Instagram Live to Instagram Stories. For our
businesses who have a lot of visual content to share, Instagram is a perfect platform. Instagram
has numerous advantages for businesses, which will grow more apparent as social media
becomes more mainstream in our daily lives. For starters, Instagram may be utilised to
communicate with clients and maintain tabs on your competition. Keep an eye on our
competitors to observe what seems to work and what doesn't. The findings of our research
should be incorporated into our social media strategy. With the analytics tools supplied by
Instagram platforms, we can also monitor our following activity, such as follower count,
engagement rate, and click-through-rate. Using these numbers, we can figure out what kind of
material our fans prefer so that we can make changes to our marketing approach as a result.

Next, by using Instagram, it's easy to produce advertising on Instagram platforms, and
the benefit is that we can select them for our target demographic. While this may not be a direct
outcome of the material we post on Instagram, we hope that it will lead to more website traffic
and, possibly, more sales. We can also establish ourselves as thought leaders and stand out
from the throng on Instagram by curating engaging material that engages and informs our target
audience. That enables us to distinguish ourselves as industry leaders and potentially complete
by providing new and creative stuff on Instagram. Another important aspect of our business is
maintaining a positive public image, and Instagram allows us to do just that by allowing us to
quickly respond to customer complaints. By creating a custom hashtag, we can make it easier
for individuals to find and address issues raised by our followers. Positive Instagram comments
and reviews can be highlighted as well.

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 When it comes to generating interest in and sales of our goods, La Dolce Vita Clothing
utilises not only Instagram, but also Facebook. As a result of the website's Facebook
integration, La Dolce Vita Clothing is able to reach out to its followers and gain new customers.
It's a digital marketplace where shoppers can search for things they're interested in and compare
them side by side. Items for sale on the site are organised by category and area. When compared
to traditional media such as print or broadcast, Facebook advertising can reach a far larger
audience for a much lower cost. When it comes to advertising, La Dolce Vita Clothing doesn't
cut corners. Ads on the first page can include video or links to a company's Facebook profile.
Additionally, La Dolce Vita Clothing uses targeted recognition to request that certain Facebook
users see their adverts more often.

Targeting options in Facebook advertising are incredibly precise. With the categories
on the list, La Dolce Vita Clothing may design ads for these "core audiences." The ability to
target those who have previously connected with the brand is another huge benefit of Facebook
advertising for us. "Audience Insights" is the platform's ad network's use of aggregate data on
people who interact with your brand page and data on how they interact with the rest of
Facebook. Facebook's "Ads Manager" solution may then be used by La Dolce Vita Clothing
for the migration of bespoke audiences from Audience Insights.

Over 2.7 billion people use Facebook every day, making it one of the world's largest
digital advertising networks. Considering the company's acquisition of Instagram, it has
broadened its marketing network in order to enable easy access to both platforms. Because the
ad network connects both sites, La Dolce Vita Clothing may easily place advertising on both
platforms.

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6.0 APPENDICES

Figure 5: Product Advertisement for La Dolce Vita

Figure 6: Product Advertisement for La Dolce Vita

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 Figure 7: Affiliate Poster

Figure 8: Digital Bunting of PERA Collections

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Figure 9: Celebration Poster

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7.0 REFERENCES

D'Angelo, M. (2021, November 19). How Do Credit Card Payments Work? Retrieved from
Investopedia: https://www.investopedia.com/how-do-credit-card-payments-work-
5069924

Fontinelle, A. (2021, March 25). Debit Card. Retrieved from Investopedia:

https://www.investopedia.com/terms/d/debitcard.asp#:~:text=A%20debit%20card
%20is%20a,extra%20amount%20onto%20a%20purchase.

Frankenfield, J. (2022, March 24). Online Banking. Retrieved from investopedia:

https://www.investopedia.com/terms/o/onlinebanking.asp

Lua, A. (2022, March 16). Top Social Media Sites to Consider for Your Brand in 2022.
Buffer Library. https://buffer.com/library/social-media-sites/

Mathur, A. (2021, January 7). 21 Interesting Web Development Project Ideas For
Beginners. Retrieved from UpGrad: https://www.upgrad.com/blog/web-
development-project-ideas-for-beginners/

Samuel, N. (2022, July 6). 10 Best Social Media Marketing Platforms. Learn | Hevo.
https://hevodata.com/learn/social-media-marketing-platforms/

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