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FACULTY OF BUSINESS AND MANAGEMENT

SEMESTER MEI TAHUN 2013

BDKM2130

INTRODUCTORY MARKETING COMMUNICATION

NO. MATRIKULASI NO. KAD PENGNEALAN NO. TELEFON E-MEL PUSAT PEMBELAJARAN

: : : : :

850129125041001 850129-12-5041 016-5091005 guesswho.oum.edu.com OUM SANDAKAN

TABLE OF CONTENT

1. INTRODUCTION 2. NATURE OF PRODUCT 3. TARGET MARKET CHARACTERISTICS 4. AVAILABILITY OF FUNDS IN MARKETING THE PRODUCT 5. SUMMARY REFERENCE

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1.0 INTRODUCTION Shaklee is a well known supplement company worldwide, and is expanding in Malaysia. Its core products are the natural supplements that promote the increase in the consumers lifestyle. Shaklee works with the purest ingredients in their products, and also spend billion of fund to carry the test for quality in every product. Shaklee Corporation was founded in 1956 by Dr Forrest C Shaklee, the person who created one of the first multivitamin in the world called Vitalized Minerals. Therefore, he had created the multivitamin earlier before, in 1915. Shaklee promoted natural in their ingredients. When everybody else was celebrating plastic and synthetic materials, Shaklee turned to nature, finding the purest natural ingredients for vitamins and making one of the first biodegradable household cleaners ever. Like a handful of true visionaries who have shaped our society, Dr Forrest C. Shaklee was a man of many diverse and passionate beliefs. Dr Shaklee realized the complementary strengths of science and nature had incomparable healing power. He also believed in an uncompromising respect for the environment, decades before words like global warming and biodegradable even appeared. This is why Shaklee is also a vibrant community of tens of thousands of people of all ages and from all walks of life who comprise its direct sales force, people with passion and vision who want to create healthier lives for themselves and others, people who have created such philanthropic organizations as Shaklee Cares.
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For 50 years, Shaklee has been a leading provider of premium quality, natural nutrition and personal care products, environmentally-friendly household products, and state-of-the-art air and water treatment systems. The Shaklee brand is synonymous with high quality and efficacy, representing one of the most well-established names in the nutritional supplement and direct selling industries. The companys strong and loyal customer and distributor base has supported the company over the last 50 years. With a robust product portfolio, including over 48 patents and patents pending worldwide, Shaklee operates in Canada, Japan, Malaysia, Mexico and the U.S., and has over 700,000 members worldwide. Shaklee products reflect the company's commitment to the highest quality, service and customer satisfaction. In Malaysia, Shaklee Products (Malaysia) Sdn Bhd is a subsidiary of Shaklee Corporation. Shaklee Malaysia started its operations since August 1995 with the Home Office strategically located at Subang Jaya, Selangor and six other branch offices situated throughout Malaysia in Penang, Ipoh, Kuala Lumpur, Johor Bahru, Kota Bharu and Kota Kinabalu. Here, Shaklee is committed to empower all Malaysians to live their dreams, and fulfill their aspirations through total health and wellness. Shaklee also aim to be Malaysias leading provider of a superior business opportunity, products and services that promote total health and wellness. Shaklee is lead by Regional General Manager of South East Asia, Mr Victor Lim. Shaklee core products are its natural supplement. Scientists search the world over to sources the finest natural ingredients. Then they conducted over 350 tests on every single new ingredient for heavy metals, pesticides or any of hundreds of other harmful contaminants. The test continue to be conducted over 80 000 of quality tests annually to guarantee the purity and safety of each and every product. These make Shaklee so special and trust worthy. Every penny we spent on a bottle of supplement from Shaklee is very valuable and worth to buy.

2.0 NATURE OF PRODUCT The nature of the product largely weighs on the decisions relating to the standardization or adaptation of the offered product. In effect, certain products, by their nature, require great alteration. Others only require part adaptation. Others are best left unchanged. This criteria is needed to evaluate the end product that will be distribute to the consumers. Therefore, products such as dietary supplements needs to be evaluated to make sure it is suitable for the consumers in certain region. Shaklee products in the US are not as the same as the products that are distributed in South East Asia. It needs to be adapted to meet the standardization of such countries regarding the ingredient that used. This might be because of the sources of ingredient in certain types of its supplement that rarely found in our region, thus it will make the products cost more expensive than those sold in the US. In marketing such products, it is best to identify which types of product that ours stands in, in order to meet the needs of the consumers. In Shaklee, all of its products are made to increase the life health of its consumers as well as giving better life to them. It used only natural product from the purest ingredients. Its sources of ingredient were clinically tested for many times before its meet with the consumers in the market. The evaluation and improvisation of the products ingredients might change the products from time to time. The more research done in order to improve the quality of the product, the more valuable the product will be. For example, Dr Forrest C Shaklee had created Vitalised Minerals in 1915. Since then, there were more improvements in the product to make sure it will be able to meet with the consumers need, and

the benefit will merely increase too. Nowadays, the Vitalised Minerals are well known as Vitalea with iron formula. One of the most famous criteria to sell goods or any products in Malaysia is the recognition of halal certificate in the products. Although the ingredients are all naturals, it still needs to be evaluated to get the certificate to ensure that there are no other ingredients mixed in the products. Also, the halal certificate will increase the trust of the consumers towards the products sell. Shaklee had ensure that all of its products that enter our region already evaluated and screened for the certificate, to prove that they are clean and safe to be consume. It is well distributed as their motto: always safe, always work and always green. This is what makes the consumers chose Shaklee other than the other supplement brands. 3.0 TARGET MARKET CHARACTERISTICS Our target customers are those who are most likely to buy from us. Resist the temptation to be too general in the hopes of getting a larger slice of the market. That's like firing 10 bullets in random directions instead of aiming just one dead center of the mark--expensive and dangerous. In order to get a group of potential customers, we need to provide them with as many information as we can on the product or services that we wanted to promote. Try to describe the product as good as we can, base on the knowledge of them, testimonial from other consumers or the good price that worth buy. There are several characteristics that need to be viewed before marketing the products. The different characteristics of a target market are geographic, demographic, psychographic, behavioral, and product related market. 3.1 Geographic A geographic target market can be consumers in a city, state, or country. This is often important when it comes to international advertising. Some products may be do well in some countries but not in others. Geographic also play important roles in products that need a delivery company to deliver the products to consumers. For example, those who live in the city are more likely to have the access to some products easily but not in the rural area. In Shaklee, most of the targeted market are from the city area, compare to the rural area. Unless, the distributor that responsible in promoting the products lives in certain rural area, they
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can educate and spread the products. Those who live in the city tend to need more dietary supplement because of their lifestyle and bad living habit, compare to those who live in the rural area. 3.2 Demographic/Socioeconomic A demographic or socioeconomic target market would focus on a specific gender, age group, income level, or education level. For example, Plato's Closet, a consignment store for young adult clothing, would focus on the teen and young adult demographic. Irish Spring would focus on a male demographic. It same goes in Shaklee, whereas the higher potential customers are among women. In Malaysia the numbers of women that taking dietary supplement are two times higher than men. This is probably because more women are prone to some diseases such as cervical cancer, ovarian cancer, heart disease, diabetes and more. Women are the heart of a home. They manage their house, children, household and some maybe working to support their living. They awareness towards health encourage many supplement company to create particular supplement for them. Age is one factor in demographic that plays important role in order to market the supplement product. Women at the age of 25 and above are more aware of taking supplement compare to those who are younger than them. This might be because most women at this age are already having the stable financial matters, live in their own house, married and also have children. They also already finished their study in tertiary education, and already exposed to the need of dietary supplement to nourish the body and lower risk of some serious matters in the future. Shaklee also created supplement that can be used by the elderly. Aging is one of the serious matters that been aimed by most of the other supplement brand, as most of us are afraid of getting old. The elderly have much more stable life, where they do not need to work hard to earn some money as they can get it from their children, as well as they have their own pension money to use. The products usually work for them, so that they continuously consume it. For example, the advance joint health tablet is designs to support the bone health, so elderly are more interested in buying this. Although its price might be a little bit expensive to other, but for the elderly, it might be their need to buy it.
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3.3 Psychographic A psychographic target market would be a market that has similar attitudes, values, or lifestyle. This target market shares the same similarity towards consuming one product. For example, Osteomatrix that is a source of calcium n Vitamin D, is not only suitable for women who has the problem of osteoporosis but also very suitable for breastfeeding mothers that need to increase their milk production. 3.4 Behavioral The behavioral target market focuses on occasions and degree of loyalty. Facebook marketing is often focused on loyal customers with specials they can claim by getting a code on Facebook. There are also discount cards available that offer discounts by allowing shoppers to collect points each time they shop at their store. 3.5 Product Related Segmentation Product related segmentation describes a target approach for customers who already own a specific product. For example, accessories for people who own cell phones, tablets, computers, iphones, or gaming systems. Determining a target market approach to sales has many benefits. It can create a more specific marketing campaign, increase sales, and decrease the number of competitors in the market. In our modern life, time runs very fast. So fast that it seems whatever we did it need to be done quickly or we will be left behind. The same goes to our lifestyle. Our sleep time was short, because of the increase in the workload. We tend to eat fast food rather than taking and preparing real meal because it needs more time to do so. In order have good nutrition sources daily, diatery supplement is crucial for those that have the busiest lifestyle ever.

4.0 AVAILABILITY OF FUNDS IN MARKETING THE PRODUCT In every marketing department, fund is the most important aspects that need to be discussed. One company need to evaluate the budget of advertising the products, through every channel. As in Shaklee, most of the fund used to do the research and test for quality of each supplements. Shaklee also spent billions to reward those who spread the goodness of the supplements by words. Shaklee did not prepare a very expensive advertisement to promote their products because the walking testimonial already convincing for consumers to buy their products. However, there are different types of advertising available. They include internet marketing, television ads, radio ads, special events, magazine and newspaper ads, billboards, and endorsements. Each type of advertising is sold at a different rate and a company has a limited budget in which to promote a product. To determine the best type of promotional strategy, a company should look at its target market. Consumers in each type of market will have a preferred form of advertising. Companies should determine which forms of promotion will reach the most consumers in a specific target market. This strategy will help marketing departments efficiently use their promotional budget. There are other factors that can affect the funds available for a promotional mix. When a company is looking at launching a new product, they need to consider research, development, production, and marketing. A company may focus more on the research and development of a product, which will affect the amount of money that is available for marketing and production. As well said before, Shaklee promoted its product by spreading the words from one consumer to another. Their promotion mostly advertised through the electronic media channel. The fund that used to advertise their product mostly uses less amount of budget. They only used some amount of money to increase their advertisement in the internet, also some in making flyers
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and distributed it to others. Therefore, sometimes higher budget is needed to launch new supplement or new improvised supplement. The estimated cost of the product launch can be the factors that will affect the promotional strategies. When a product enters the market, it will most likely lose money until it is accepted by consumers. If a product is estimated to have a long introductory phase, it will affect the promotional strategy and the funds that are available for advertising. As with all business activities, marketing budgets help the planning of actual operations by forcing managers to prioritize activities and consider how conditions might change. Marketing also encourages managers to take steps now, so they can deal with problems before they arise. It also helps coordinate the activities of the organization by compelling managers to examine relationships between their own operation and those of other departments, which is a key component of integrated marketing. There are several purposes of budgeting in promoting the products. It is to control the resources of the product, so that there will be no waste when the end product had created. It is also essentials to communicate plans to various responsibility centre managers. It is also essentials to motivate managers to strive to achieve budget goals and evaluate the performance managers in managing the fund given. Lastly, budgeting is important to provide visibility into the companys performance.

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5.0 SUMMARY As fo the conclusion, we already go through about a great company, with a great products and how they work hard to present the best for their consumers. They were not also selling products that have the high profit but also preparing the good and better life in a bottle of supplement. The target market of the company shows that it can be in any age of life, any socioeconomics condition, and also in any lifestyle that we are in. Shaklee can be consume by different gender, salary and reasons. Those who really want to have a good and better life, they might dont really care about buying a bottle of supplement that costs them almost a hundred ringgits, for 4 months of consuming, comparing those who invested in monthly supply of supplement that costs them almost as same price as Shaklee provided. A good target market was a group of people that had all the positive criteria and positive mind setting. Targeting a customer that has the potential to be the regular one is worthy, than targeting a large number of people that did not really acre about their health and end up just passing by after knowing the price. Little did we understand that to achieve the good market for certain products, funding must be crucial in order to make the marketing success. Good source of fund and also good managing the fund will lead us as respected team in business filed. Lastly, any products that wanted to be marketed need to evaluate their own products first according to what had been discussed in order to achieve good marketing process.

2747 words.

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REFERENCE

1. BDKM2103; Introducting Marketing Communication 2. Hans B. Thorelli & Stephen C. Burnett; The Nature of Product Life Cycle for Industrial

Goods Business; Journal of Marketing, Vol 45, No. 4, Autumn (1981)


3. http://www.shaklee.com/us/en/company_international.shtml 4. https://www.boundless.com/marketing/integrated-marketingcommunication/selecting-the-promotion-mix-for-a-particular-product/targetmarket-characteristics/ 5. http://www.eurexport.com/anglais/apptheo/marketing/produit/natureproduita.htm 6.

Receipt No : 383383 Assignment Submission Receipt Student ID Course Title Due Date Submission Date Submission Time 850129125041 BDKM2103 MAY 2013: ASSIGNMENT 17 July 2013 17 July 2013 23:20:38
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