The document discusses Silkygirl and Silky for Men cosmetic brands. It provides details on the brand launch, target markets, product lines and features, marketing strategies including pricing, promotions, distribution channels, and sponsorship activities. Key aspects of the target consumer groups such as demographics, lifestyle, and purchase influences are examined. The document also evaluates the brands' websites and provides recommendations for improvement.

1. SHF 2173 Consumer BehaviorSHF 2173 Consumer Behavior
SEMESTER 1 2009/2010SEMESTER 1 2009/2010
GROUP ASSIGNMENTGROUP ASSIGNMENT
SECTION: 01SECTION: 01
LECTURER: ASS PROF. HAJI MOHD. SHOKI MD. ARIFFLECTURER: ASS PROF. HAJI MOHD. SHOKI MD. ARIFF

2. GROUP MEMBERSGROUP MEMBERS
• TAN KHER XIAN
• TAN TZE LIANG
• SIN KAI-HAN
• TEH JA YING
• ABDUL ALIM B MOHD SHARAFFUDIN
• LIU PENG
• JIANG HAO

3. SILKYGIRLSILKYGIRL
• Launched in June 2005
• offers a complete range of high quality color
cosmetics
• meet the needs of discerning consumers in both
the urban and suburban markets.
• brand personality: fun, young, colorful and
exudes confidence
• core promise: delivered through the latest color
trend and high quality specifications of the
products.

4. SILKY FOR MENSILKY FOR MEN
• Following the success of SILKYGIRL color
cosmetics, the Alliance Group launched its
fragrance line in July 2006. Apart from
introducing the SILKYGIRL women’s fragrances,
the Alliance Cosmetic Group also introduced the
Silky for Men fragrances; bringing on board
Malaysian heartthrob Mawi into the Silky family.

6. SILKYGIRL Magic BB CreamSILKYGIRL Magic BB Cream
• an all-in-one product: moisturizer, makeup base,
concealer, foundation, with sun protection and
lightening properties
• SPF 25 / PA++
• Shades: Natural(yellow tones) , Radiant(pink
tones)
• Ingredient contains: Hyaluronic Acid, Vitamin E
• Result: skin that looks like it’s been reborn

7. Aura – Silky For MenAura – Silky For Men
• Personify: man who
possesses natural charm, a
captivating personality and
a desirable aura
• Fragrance: sparkling citrus
top note of lemon and
mandarin, cardamom,
amber and cedar wood

9. Psychological pricingPsychological pricing
• Pricing designed to have a positive psychological
impact
• Eg: BB cream is selling at RM24.99, rather than
RM25.00
• Illusion of cheaper price although just 1 cent
different.

10. Penetration pricingPenetration pricing
• The price is deliberately set at low level to gain
customer's interest and establishing a foot-hold
in the market.
• Silky girl’s company set the products price at a
lower level compare with the competitors.
• Targeting the customers who have lower budget.

12. OutletsOutlets
• Marketed at over 1,000 cosmetics counters in
Malaysia, Singapore, Brunei and Jakarta.
• Guardian, Watsons, Parkson, Jusco, Sasa, Apex and
other independent supermarkets and pharmacies
• Malaysia
All major retail outlets & pharmacies nationwide
• Singapore
Selected pharmacies, personal care and
departmental stores nationwide
• Brunei
Selected personal care stores and departmental
stores nationwide

14. July & August PromotionJuly & August Promotion
• Magic BB Cream
Malaysia Best Buy RM24.90 (UP RM29.90)
• Moisture Rich Lipcolor
Malaysia Best Buy RM13.90 (UP RM16.90)
• Silky White Lightening Pressed Powder
Malaysia Best Buy RM16.90 (UP RM19.90)
• Funky Eyelights Pencil Malaysia Best Buy
RM10.90 (UP RM14.90)
Malaysia, Singapore and Brunei Nationwide Promotions

15. Raya Special PromotionRaya Special Promotion
• Malaysia Promotion
FREE Raya Packet* with
every purchase of Silky For
Men and SILKYGIRL
Fragrance

16. • SILKY FOR MEN/SILKYGIRL Valentine On-
line Contest. “Tell us what’s the best
fragrance to give your loved one this
Valentine to win attractive prizes”.

17. SponsorshipSponsorship
1. Movie: Talentime
• Talentime is a great opportunity for SILKYGIRL to
associate themselves with a movie of such sincere and
heartfelt teenage milestones.
• Tagline: ‘Unleash Your Confidence’
2. Annual national cheerleading competition, Star Cheer
• aimed at communicating with parents that makeup can
be associated with a healthy lifestyle and position their
brand as the choice of teenage makeup as Cheerleading
is a healthy sport thus parents are in favor of it

18. • Sponsorship of Cheerleading Competition:
emphasised how outer beauty, confidence and
perseverance works hand in hand for any girl to
make her way to the top.
• Movie Mukhsin:
-provided the perfect platform to develop a
suitable campaign to create an emotional bond
between girls and the brand
- The campaign was called ‘A Girl’s First Love,
First Makeup’

19. Spokepeople: SILKYGIRLSpokepeople: SILKYGIRL
Felicia Chin Amani Melissa

20. Spokepeople: SILKY FOR MENSpokepeople: SILKY FOR MEN
Mawi Shaun Chen

21. Characteristics of the targetCharacteristics of the target
groups: SILKYGIRLgroups: SILKYGIRL
• Teenage market
• wholesome, young people
• discerning urban and suburban teenage girl from
as young as 10 years old up to the age of 25
• Generation Xers and Yers who looking for a
brand to personify their lifestyle

22. • Most proper have no income and
depend on their parents.
• Fresh graduate that have lower or
unstable income.
• As young, enthusiastic, and impulsive
consumers
• seek variety and excitement,
savouring the new, the offbeat, and
the risky.
• they place on looking good and
having "cool" stuff.

23. Product Features: SILKYGIRLProduct Features: SILKYGIRL
• Packages of the products are more favor
in fun and younger look. The character on
the package is also present with young
girls. The names and the fonts of the
products are more attractive towards
teenage market.
• Light , bright colors
-youthful, fun, and exciting, high energy,
sensual and passionate
- sense of happiness, lighthearted

24. Characteristics of the targetCharacteristics of the target
groups: Silky For Mengroups: Silky For Men
• 18 to 30 male
• Mature and have his own
personalities
• May have stable income and allow
them many choices
• They will be more likely the
practical consumers
• look for durability, functionality,
and value in the products they
buy.

25. Product Features: Silky For MenProduct Features: Silky For Men
• The packages of the products are simple and
classic
• 3 colors of the packages.( Black, Blue, Green)
• The colors can reflect the men’s characteristics
• Black:
-authoritative and powerful, evoke strong
emotions
-sophisticated, mystery
• Green:
-tranquil and refreshing
• Blue:
- trustworthy, dependable, and committed.

26. • Spokepeople, Mawi who has the talent in vocal
and charismatic presence, and Shaun Chen, who
blessed with quick-witted brains, pleasant good
looks and a brawny physique coupled with a
million-dollar smile may become the role model
of our target group

28. 28
Dimensions and items used to measureDimensions and items used to measure
the web-sites quality and/or e-servicethe web-sites quality and/or e-service
qualityquality
• Reliability – the ability to perform the
promised service accurately and
consistently.
– Frequency of updating the Web site
– Prompt reply to customer enquiries
– Accuracy of on-line purchasing and billing

29. • Efficiency – the speed of downloading, search,
and navigation
– Fast download, fast loading of pages and
images, and speedy search mechanisms
– Reduce the number of complicated graphics
– Use interlacing
29

30. • Support – technical help, user guidelines, and
personal advice available to customers from a
Web site
– Provide user-friendly guidelines, help pages,
and FAQs
– Personal advice through e-mail or a traditional
channel
– Offer free advice and suggestions
30

31. • Communication – keeping customers properly
informed and communicating with them in
language they can understand
– Online communication (e-mails and chat
rooms)
– Traditional communication (telephone, fax,
and postal mail)
– Offer an online shopping service
– Offer choices of language other than English
such as native language
31

32. • Security – freedom from danger, risk, or doubt
during the services process
– Encryption
– Digital signatures
– Online card guarantees
32

33. • Incentive – the encouragement given by Web
providers to consumers to browse and use the
Web site
– Offer discount, prize draw
33

34. Factors that affect Behavior ofFactors that affect Behavior of
consumers when they do on-lineconsumers when they do on-line
information searching and/or on-lineinformation searching and/or on-line
purchasingpurchasing
• Product Information Quality
• Service Information Quality
• User Interface Quality
• Security Perception
• Site Awareness
34

35. Product information QualityProduct information Quality
• product attribute information, consumer
recommendations, evaluation reports, etc
• Consumers may be able to reduce
information search and transaction cost by
maintaining a relationship with a credible
online store that satisfies their information
needs
35

36. Service Information QualityService Information Quality
• membership information, FAQs, ordering and
delivery information, and promotion
• Sense of confidence and trust may be
inextricably tied to the quality of the core
service, it is perceived as the independent
benefit of a long-term relationship
36

37. User Interface QualityUser Interface Quality
• System layout, navigation sequence, and
convenience to search for a product or
information, or simply to browse
• Adversely influenced by the poor online store
design
• Essential to understand the effects of different
layouts, and organizational, browsing, and
navigation features
37

38. Security PerceptionSecurity Perception
• online payment security, reliability, and privacy
policy of the online store
• Can be divided into concerns about user
authentication and concerns about data and
transaction security
• Consumers want detailed information on how
their private and transaction data are secured
38

39. Site awarenessSite awareness
• ability of a buyer to recognize or recall that a
site is a member of a certain service category
• Perception by consumers about an online
shopping store that is based on external
information events like advertising and word-of-
mouth communication
39

40. Comment on Silky Girl websiteComment on Silky Girl website
Strength
• Offer two choices of language version (English
and Bahasa Malaysia)
• Provide more information about their products
by Tips and Tricks, Get-the-look
• Easy to get details of products ( Divide the
products into certain groups)
• Provide the tips from spokespeople (Amani,
Felicia, Melissa, Mawi, Shaun Chen)
• Provide advertisement by TVC to attract
consumers
40

41. Weakness
• Slow loading of pages and image
• Less information about destination of outlets
• Did not offer online shopping and billing
• Did not updated information frequently
• Did not provide traditional communication
• Incomplete web site( silky girl and silky for men)
41

42. ImprovementImprovement
• Online shopping ( free gift, free delivery and
special offer price)
• Offer more languages version (Mandarin,
English, Bahasa Melayu)
• Can purchased by all type of credit cards ( VISA,
Master Card, American Express, etc)
• Provide guidelines for consumers ( how to
online shopping, etc)
• Provide online membership ( easy for shop
online)
42

45. Any difference of the left handAny difference of the left hand
and right hand site girl??and right hand site girl??
• left hand side- before using the product
- skin look dull
- the girl are in the trouble
• Right hand side- after using the product
- cover the blemish on the face
- look refreshing and energetic
- increase confidence

46. Did the girl change a lot?
If your answer is “NO”, that’s the feeling we want
to present to you:
NATURALNATURAL

47. White
 White projects purity, cleanliness, and
neutrality
 Enables fresh beginnings
Purple
 a sense of mystic and royal qualities
 purple is a color often well liked by very
creative or eccentric types and is the favorite
color of adolescent girls.

48. • Silkygirl ~ Magic BB Cream
- young, pretty model
- same age with the target group
- motivate intention to purchase
- create a sense to imitate the model

50. HOW IS OUR MODEL?HOW IS OUR MODEL?
Cool?Cool? Young?Young?
Handsome
?
Handsome
?
Charming?Charming?
That’s the aura that we want to give you..That’s the aura that we want to give you..

51. Black
• Black is mysterious by evoking a
sense of potential and possibility
• Sophistication
Red
• Red draws attention
• Enables immediate focus attention
on a particular element
• Encourages action and confidence

52. • Silky For Men ~ Aura
- a guy who between young and mature
- create a sense when using the product,
it enable the guy to become more mature
and man
- model show his personality and natural
charm

53. PerceptionPerception
Perceived quality of products
• Intrinsic characteristics
- the aroma of the perfumes (SILKY FOR
MEN)
• Extrinsic characteristic- packaging, pricing,
advertising, and even peer pressure.
- easy-to-bring size of Magic BB Cream
- classy look of the perfume bottle, classical
and simple design bottle shape
- attractive advertisement
- cheaper price comparing with competitors.

54. Perception & CommunicationPerception & Communication
Selection of models
 Attractive model are more persuasive and have a more
positive influence on consumer attitudes and behavior.
 Models influence consumer’s perceptions of physical
attractiveness, and through comparisons, their own self-
perception.
Credibility of Spokespersons
• Physically attractive celebrity spokesperson significantly
enhanced message credibility and attitude toward the
ad.
• Spokesperson who has similar demographic
characteristics with target group is more persuasive.

55. Reference GroupsReference Groups
Friendship groups
• Friends are more likely to influence the
individual’s purchase decisions.
• Provide companionship, security and
opportunities to discuss problems.
• Sign of maturity and independence