FYP MKT 4999 January 2016

Score

Name

Members

Liew Zhi Sern

Lean Sook Chin
Chew Xhin Ee
Joshua Samuel

Employer

Mr. Eugene

Due date

Picture #1

ID
I14004914
I14006928
I14006927
I13004244

Program

Section

BBUS
BBUS
BBUS
BBUS

1MK1
1Mk1
1MK1
1Mk1

Group number

15/4/2016

Picture #2

Picture #3

Picture #4

Marking scheme for Final report Enau Aktif

Employer name: Mr. Eugene
Group number: Enau Aktif Group 5

Formatting and Project

fulfllment
Chap 1: Project Background and Review

Guide/ Scheme
Availability of project standard cover page with pictures
Availability of this Marking scheme is as the second page of report
Availability of Table of Content with accurate page numbering and
chapters/ topics aligned with requirements stated in this Marking
Scheme
Availability of descriptive title for print screens, pictures, tables,
graphs, figures or illustration (if applies)
Availability of proper in-text referencing and summary of references in
the Appendix (if applies)
Adhere to page limitation for each chapter
Adhere to font and spacing requirements
o Arial 12. 1.5 spacing for writeup
o single spacing for writeup in table/ illustration

Feedback
Mark

/10%

A write up to summarizes/ describe the following;

Mark

/10 %

1.

2.

Employer background and project needs

a) Discuss relevant background information of your Employer
with respect to this project
b) List and discuss your Employers needs from this project
Literature review and Pilot study
a) Use a table to list and discuss knowledge you have learn
regarding pajama with respect to your target segment
b) For each knowledge you have listed, discuss how it effect
design of your initial product line

Grading criterion
1. Write up is deemed relevant to Employer needs to have proper
narration and structure
2. Availability of diagrams or illustrations to summarizes write up

Max 5 pages excluding illustrations

Chap 2: Survey design & Solicitation plan

A write up to summarizes/ describe the following;

1.
2.

3.

Mark

/10%

Mark

/70%

Your initial pajama product line

a) List and describe your pajama product line. Description of
Product Features and Price are mandatory
Survey question design
a) List your survey questions in accordance types. For example;
a. Filtering type
b. Demographic type
c. Produce feature type
d. Price type
b) For each question type justify how its findings will
contributes towards designing your final product line
c) Attach a complete survey form as appendix of this report
Solicitation plan
a) Describe a simple plan on where and how your group plan
to collect data from your target segment
b) Discuss how many complete survey your group plan to obtain,
and why

Grading criterion

1. Survey design and target number of complete

survey are well justifed
2. Extra credit will be awarded for effort spend
beyond produce line design (eg; Promotion,
Distribution, Behaviour, Marketing strategy)
deemed aligned with Employers needs
Max 8 pages excluding illustrations
Chap 3: Survey analysis

A write up to summarizes/ describe the following;

1.

2.

Summarize your survey findings

a) Submit all raw data of your survey (pdf of filled surveys +
audio files) at BB. Document all your survey feedback in a
Excel file with proper codebook and submit at BB
b) Prepare necessary diagrams to illustrate your survey findings
c) Prepare write up to highlight and discuss your survey
findings. Description of Product Features and Price are
mandatory
Your final pajama product line
a) List and describe your final pajama product line.
Description of Product Features and Price are mandatory
b) Justify the design of your final pajama product line based on
your survey findings

Grading criterion
1. Write up is deemed to have proper narration, structured and sub-title
2. Diagrams are deemed to be intuitive and aligned with projects
objective
3. Availability of deeper analysis of survey findings based on
Demographic

4. Extra credit will be awarded for effort spend

beyond produce line design (eg; Promotion,
Distribution, Marketing strategy) deemed aligned
with Employers needs
Max 8 pages excluding illustrations

Table of Contents
Chapter 1: Project Background and Review 1-7
1

Employer background and project needs

a) Discuss relevant background information of your Employer with
respect to this project.
b)List and discuss your Employers needs from this project.

2.

Literature review and Pilot study

a)Use a table to list and discuss knowledge you have learn regarding
pajama with respect to your target segment
b)For each knowledge you have listed, discuss how it effect design of
your initial product line

Chapter 2: Survey design & Solicitation plan

1.

8-19

Your initial pajama product line

a)List and describe your pajama product line. Description of Product
Features and Price are mandatory

2.

Survey question design

a)List your survey questions in accordance types. For example;
a. Filtering type
b. Demographic type
c. Produce feature type
d. Price type
b)For each question type justify how its findings will contributes
towards designing your final product line
c)Attach a complete survey form as appendix of this report

3.

Solicitation plan
a)Describe a simple plan on where and how your group plan to collect
data from your target segment
b)Discuss how many complete survey your group plan to obtain, and
why

Chapter 3: Survey analysis

1

20-34

Summarize your survey findings

a)Submit all raw data of your survey (pdf of filled surveys + audio files)
at BB. Document all your survey feedback in a Excel file with proper
codebook and submit at BB
b)Prepare necessary diagrams to illustrate your survey findings
c)Prepare write up to highlight and discuss your survey findings.
Description of Product Features and Price are mandatory

Your final pajama product line

a)List and describe your final pajama product line. Description of
Product Features and Price are mandatory
b)Justify the design of your final pajama product line based on your
survey findings

Chap 1: Project background and Review

1. Employer background and project needs
a)

Discuss relevant background information of your Employer

with respect to this project.

Enau Aktif Sdn. Bhd. is a company incorporated in Malaysia and as of 25

December 2015 is an existing company. Enau Aktif is involved in the
advertising and conveyance of children innerwear and is as of now building up
a full scope of sleepwear for the retail showcase. Every one of the companys
products is presently promoted through major department stores, child shops
and up and coming online stage. The name of the company product line is
known as IGGI. IGGI was established through the failure of a youthful mother
to get proper sleepwear and innerwear for her own youngsters. While in the
interest for the right sleepwear and innerwear, it was found that getting the
right sleepwear for her youngsters is no simple undertaking.
Actually being in the clothing business, she then began the brand IGGI to
answer her own needs and to different moms alike, and hence it was utilized
to pick up section into kids' attire market with the underlying item range being
youngsters' sleepwear. IGGI was conceived from a fantasy to make a scope
of sleepwear produced using fabric that is not hardened or harsh and in a
configuration that does not wind or move up while sleeping. IGGI youngsters'
sleepwear prioritizes cleanliness and solace for the new era of kids. Our
conviction is to make a brand that is adequate to both advanced folks and
their developing youngsters.
IGGI utilizes the gentlest cotton conceivable and agreeable fabrics to
guarantee youngsters have the greatest night rest conceivable. After some
time IGGI will extend their youngsters' sleepwear extent to incorporate extra
adornments including young men/young ladies playwear and accessories,
infant dress, infant covers and sew spread sets all accessible through the
outlets and the up and coming online store. IGGI kid's and young lady's night
wear and little child sleepwear are all accessible in a scope of perfect plans,
6

with new prints accessible every season and it is accessible for everybody. In
the light of all this, IGGI has assigned us with the task of coming up with a
new product line of pajamas, which includes vibrant new ideas and concepts.
b)

List and discuss your Employers needs from this project.

The needs of the employer are simple and straightforward. As mentioned in

question a, the first thing needed was to come up with a brand new product
line that is not in the market at the moment. The product line was to be based
specifically on pajamas in which IGGI is. The next was to identify the target
market to push the product to, which, with extensive research was decided to
be from the age of 5 to 11. The target market identification is very important as
it gives a specific idea on how the product line should be and tailoring it to
match their needs. After obtaining this two valuable information, the next step
was to present the full details of the proposed product line to the employer
with relevant information and details supporting the reason for the choice of
the product. We had to basically sell our idea to the employer and make
changes that they see fit.
Other than that, we were required to prepare a set of questionnaires to gather
data on the proposed product line from the target market. The reason for this
is to obtain critical information on the behavior of the target market towards
the product line. As we have learnt in market research, preparing a
questionnaire is a work of art and needed to be of the right quantity and
quality of questions to make sure that all links up to the product line. This set
of questionnaires was then required to be presented to the employer in order
to ensure if further piloting was needed. Furthermore, the finalized
questionnaire is then needed to be surveyed to a minimum of 150 people. In
the end, the data collected must be presented in the form of information to be
shown to the employer. The result will determine the success rate of the
project along with everything else along the way.

2. Literature review and Pilot study

a)

Use a table to list and discuss knowledge you have learns

regarding pajama with respect to your target segment.

Behavior
Products Materials

Products Feature
Prices

-Customers buying pattern

-Purchase through store
-Products types
-Cotton
-Flannel
-Silk
-Light-weight jersey
-Customization
- Mix and match
-Reasonable prices

The knowledge that I have learn is most of parents would highly

recommended their child or children to wear pajamas with long sleeve and
long pants when go to sleep into the air conditioning room because it can
keep them warm and more comfortable during the night. Parents are very
sensitive in price because their children growing fast during the age between
5-11 years old therefore, they are more likely to purchase sleepwear in Giant
supermarket, Tesco supermarket and night or morning market because these
shirts are cheaper. Besides that, consumer would more prefer to purchase
goods at physical store because they can feel it and touch it compare to
online shopping therefore, we should open a physical store in order to expand
our market.
Next to the products materials, our products line materials is about cotton,
flannel, silk, and lightweight jersey. Based on the research, cotton was the
most popular material which are accepted by consumers. Regarding the
survey, consumers would like to choose cotton due to cotton will easy to
wash, keep warm, comfortable and so on. The others materials are not really
accepted by consumers due to quality, weather, not suitable on sleepwear
and so on.
Moreover, our products features lead the sleepwear the new trends and new
concept into the markets by using customization and mix & match.
Customizations will give few of the concepts for consumers choosing by their
favorites. There are few concepts with simplicity, animal print, sports, symbol
and shape on the features of sleepwear. During these few concepts, animal
8

prints bring out cutes concept that affect it was the most popular compared to
others.
Last but not least, prices are the most concerned from consumers because as
I mentioned above, they would like to buy sleepwear at the cheaper prices
because there are a lot of cheaper prices in the sleepwear markets. Moreover,
they would like to choosing cheaper prices due to sleepwear are usually wear
on few years.
b)

For each knowledge you have listed, discuss how it effect

design of your initial product line.

First of all, the behavior is the most concerned part among all of it because
consumer behaviors on products are very important. Regarding the result,
most of the consumers would like to buy sleepwear through the store but IGGI
dont have much store in Malaysia and not many people know about IGGI
brand. Based on the result, consumer would not reliable online purchase
because they could not feel the quality, check on the items before they
purchase. The most popular products types are long sleeves and short
sleeves because in their mindset, sleepwear should be like this.
In the products materials, the most popular materials were cotton because it
brings a lot benefits such as keep warm, comfortable and others. We would
like to try out the other types of materials, which can bring out a new and fresh
for consumers but it is quite challenging for choose others materials.
Besides that, products features are using customizations concept to lead the
latest into market but they would think it is complicated to have own concept.
They are more likely to purchase the completed sleepwear rather than
customized by themselves. In addition, customizations would affect the prices
changes for each of the design.
Through the research, prices were the most challenging part for us because
our concept is cute, cozy and comfort so it will bring a bit expensive prices for
consumers. We are using the quality sleepwear to compete with other
cheaper prices brand that is not in better quality. In reality, they would want
the cheaper prices with quality sleepwear but the cost for few of the feature
would bring reasonable prices but not as cheap to lower the brands names.

Chap 2: Survey design & solicitation plan

1. Your initial pajama product line
c) List and describe your pajama product line. Description of
Product Features and Price are mandatory
So first of, parents will dress up their children for any occasion from day wear
to a sleep wear. We believe that childhood is a celebration, and the colorful
prints and cute characters. Parents today are buying their children in order to
style their little one into their favorite characters in pyjamas at the same time
to keep them cozy at bedtime. Shop or stores which sell sleep wear are
demanding and it is also important that the designs of the sleep wear in the
store are all up to date with the latest trend. There are only limited choices
and designs in the market provided in Malaysia. So we have decided to create
a business selling unique sleep wear and allow customer to customize
sleeping outfit for their little one.
Therefore we came out with the basic concept for the new pyjamas with 3c
which are cute, cozy and comfy. Cute means that we will use the cute design
such as animal cartoon, symbols and sport cartoon as our main target
segment is children age in between 5 to 11 years old. Cozy and comfy means
that we would use the best material for our sleep wear which will make people
feel recharged after a good eight hours sleep every night.
We have decided to use mix and match style as the new product line concept.
All the pajamas are mostly customized and differentiated compared to other
traditional sleep wear companies so I can assume that we have the capability
to attract consumers. Moreover, there will be three main aspects we need to
take into consideration when developing the new product line in sleep wear,
the material of the sleep wear, price and the way of it designs. Customer can
customized their sleep wear like what material are made of, what color or
even they can print their name front or back of their sleep outfit. For example,
some parents love to style their childrens sleep wear in loose fitting design

10

with some cutie cartoon print or some are more prefer to wear the slim fit at
night as everyone define the comfortable level differently.
We have many sleep wear material options available for customer to do the
customization. For example, they can choose from the traditional cotton sleep
wear, silk, satin, flannel or nylon. There will be 3 sleep wear style options to
choose which is short sleeves with short pants, long sleeves with long pants
and jumpsuit before we go for the customization on the design. After choosing
what material and the style of their sleep wear, they can then choose from the
pre-exisiting graphics such as animal cartoon print, symbols and shape,
sports cartoon or other customized artwork. All these images can be viewed
and ordered online, providing customers with flexibility and convenience.
Additionally, we will have a computer kiosk in the store front as in store
catalog. We also allow customer to send us their pictures to us and we will
turn them into a new design by our sleep wear designer.
Our customized design sleep wear will be better described as unisex because
it one style that works for many. Its another additional unique selling point as
childrens body size growing the way too quickly, with the ideal of unisex
design that can allow parents to keep the used sleep wear for their next born
to wear.
Price
There are many selection of sleep wear design in a range of comfy materials
suitable for warm or cold weather that make sure children has sweet dreams
with pajamas from IGGI. All the sleepwear that sells is reasonable price.
Customers can customize everything with their own idea. So the price of the
product is depends on the design of the customers. For the customers who
want to customize their own shirt, the price range is around RM 50 to RM100.

11

2. Survey question design

a) List your survey questions in accordance types. For
example:
a. Filtering type
1. Do you have a child/children?
o Yes
o No
2. How many child/ children you have?

3.
o
o
o

Do you purchase sleepwear?

Yes- for Myself
Yes- for child/ children
No

b.
1.
o
o
o

Demographic type
What is the age of your child/children?
1-4
5-11
12 and above

2.
o
o
o
o

What is your job type?

White collar
Pink collar
Blue collar
Others

3. Have you heard of IGGI? (If no, please proceed to question

7)
o Yes
o No

4.
o
o
o
o

If yes, where did you heard about IGGI?

TV Or Radio
Online Media (Facebook, Online Forum and etc)
Newspaper or Magazine
Word of mouth

5.
o
o
o

Where do you usually shop for clothing? why?

Online
In Store
Reason:

12

c.
1.
o
o
o
o
o

Produce feature type

What is your favourite brand of children clothing? Why?
Poney
Kiko
IGGI
Others:
Reason:

2. What do your child/children wear when they go to sleep and

o
o
o
o
o

why?
Long sleeve and long pants
Short sleeve and short pants
Jumpsuit
Others
Reason:

3. What material do you prefer for your child/childrens

o
o
o
o
o
o

sleepwear? Why?
Silk
Cotton
Flannel
Light Weight Jersey
Others:
Reason:

4. Which type of customization do you prefer for the

sleepwear?
o Simplicity

13

o Animal print

o Sport

o Symbols and shapes

5. I am interested in trying the mix and match sleepwear for my

o
o
o
o
o

child/ children.
Totally Disagree
Disagree
Neutral
Agree
Totally Agree

6. Which feature are you concerned with when purchasing

o
o
o
o
o

sleepwear? Why?
Material
Colors
Design
Price
Reason:

14

7. Which type of sleepwear would you prefer your child/children

to wear at night? Why?
o Loose-fitting wear
o Slim-fit
o Reason:
d. Price type
1. How much would you spend on this sleepwear?
o Below RM49.90
o RM50-RM59.90
o RM60-RM69.90
o Above RM70
2. How much do you spend on your child/ children per month?
o Less than RM500
o RM500- RM1000
o More than RM 1000
b) For each question type justify how its findings will
contributes towards designing your final product line
Filtering type
It is referring to a question that is not qualified the respondents
to answer a following question. The reason is because to avoid
discarded data when conducting a survey from the respondents
who dont wear sleepwear.
Demographic type
One of the characteristic of demographic is income level. By
asking this question in the survey can set the most affordable
price for consumer to buy it and increase in sales.
Produce feature type
These types of question can help us justify product feature.
Without these types of question we may not get the honest
feeling from the respondent to measure our idea is work. If get
any feedback from the respondent we can redesign our product
line for sleepwear to be better because the data that we
collected is very reliable and accurate.
Price type

15

Price is very sensitive to the consumer. If we set the price too

expensive the consumer will purchase from our competitor,
however if set the price too low, the buyer will think that our new
product line has no quality. Therefore, it is important to us to set
few question relative to the price in the survey to avoid these
sensitive issue happened.
c) Attach a complete survey form as appendix of this report
1. Do you have a child/children?
o Yes
o No
2. How many child/ children you have?

3.
o
o
o

Do you purchase sleepwear?

Yes- for Myself
Yes- for child/ children
No

4.
o
o
o

What is the age of your child/children?

1-4
5-11
12 and above

5.
o
o
o
o

What is your job type?

White collar
Pink collar
Blue collar
Others

6. Have you heard of IGGI? (If no, please proceed to question

7)
o Yes
o No
7.
o
o
o
o

If yes, where did you heard about IGGI?

TV Or Radio
Online Media (Facebook, Online Forum and etc)
Newspaper or Magazine
Word of mouth

8. Where do you usually shop for clothing? why?

o Online

16

o In Store
o Reason:

9.
o
o
o
o
o

What is your favourite brand of children clothing? Why?

Poney
Kiko
IGGI
Others:
Reason:

10. What do your child/children wear when they go to sleep and

o
o
o
o
o

why?
Long sleeve and long pants
Short sleeve and short pants
Jumpsuit
Others
Reason:

11. What material do you prefer for your child/childrens

o
o
o
o
o
o

sleepwear? Why?
Silk
Cotton
Flannel
Light Weight Jersey
Others:
Reason:

12. Which type of customization do you prefer for the

sleepwear?
o Simplicity

17

o Animal print

o Sport

o Symbols and shapes

13. I am interested in trying the mix and match sleepwear for my

o
o
o
o
o

child/ children.
Totally Disagree
Disagree
Neutral
Agree
Totally Agree

18

14. Which feature are you concerned with when purchasing

o
o
o
o
o

sleepwear? Why?
Material
Colors
Design
Price
Reason:

15. Which type of sleepwear would you prefer your child/children

to wear at night? Why?
o Loose-fitting wear
o Slim-fit
o Reason:

16. How much would you spend on this sleepwear?

o Below RM49.90
o RM50-RM59.90
o RM60-RM69.90
o Above RM70
17. How much do you spend on your child/ children per month?
o Less than RM500
o RM500- RM1000
o More than RM 1000
3. Solicitation plan
a) Describe a simple plan on where and how your group
plan to collect data from your target segment.
As our target segments is children age in between 5 to 11 years old so we will
go to the kindergarten, primary school and shopping mall to collect the data.
We will first to have some interviews with parents while they waiting to pick up
their children after finish class at kindergarten and using the shopping
vouchers worth of RM250 that given by Enau Aktif to encourage them to have
interviews with us. Of course, we will first introduce we are student
representative from INTI university and show to parents our student identity
card to gain their trust to do the interview with us. Next, we might start our

19

interviews with casual talking then next asking their question that related to
our product line.

b) Discuss how many complete survey your group plan to obtain, and
why.

We have prepared a set of questionnaire survey that consist at least 15

questions and plan to complete in minimum 150 set. Starting a new product
line always involves some degree of risk; good market survey will help us to
reduce that risk. It also helps us to understand more on our potential customer
for example, what features do they concerns? Who influences their buying
decision? Which places do they visit when purchase sleep wear? The more
people we approach, the better we can do in justifying our product line.

Chap 3: Survey Analysis

3. Summarize your survey findings
a) Submit all raw data of your survey (pdf of filled surveys +
audio files) at BB. Document all your survey feedback in a
Excel file with proper codebook and submit at BB
b) Prepare necessary diagrams to illustrate your survey findings
Question 1

20

Question 2

Number of child/children

Number

1
2
3
4
5
8

respondents
33
66
33
21
7
1

of

Question 3

21

Question 4

Question 5

22

Question 6

Question 7

23

Question 8

Question 9

24

Question 10

Question 11

25

Question 12

Question 13

26

Question 14

Question15

27

Question 16

Question 17

28

c) Prepare write up to highlight and discuss your survey findings.

Description of Product Features and Price are mandatory
The highlighted questions are:
Question 10 what material do you prefer for your child/ childrens sleepwear?
There are 126 out of 160 respondents preferred the cotton as the material of
sleepwear. The main reason is because cotton is a soft and stretchy fabric
that is comfortable to wear and it is non-allergenic cotton do not cause skin
allergies which highly recommended for babies and people with sensitive skin.
Question 12, I am interested in trying the mix and match sleepwear for my
child/children.
Based on the survey there are many people accept the idea of mix and match
especially woman because it can add some personality to their wardrobe
although in many years ago the mix and match concept are not acceptable in
practice due to the poor fashion capability.

29

Question 14 which type of sleepwear would you prefers your child/children to

wear at night?
This question was highlighted because a lot more people are becoming aware
of slim fit shirts because of showing off your body features they make people
look good and the way they make people feel good but loose fitting wear are
more suitable for sleepwear because it is more comfortable. According to the
finding, there are 96.3% of parents preferred their kids to wear loose fitting
wear because kids growth quickly and comfortable.
Question 15 how much would you spend on this sleepwear? As consumer are
very sensitive to price.
As the survey finding shows that most of the respondents likely to agree the
price of sleepwear as below RM50 because it is more affordable for them to
buy it.

4. Your final pajama product line

a) List and describe your final pajama product line. Description
of Product Features and Price are mandatory
According to our finding survey, there are 41.6% neutral, 36.6% agree, 9.3%
totally agree to trying our mix and match sleepwear for their own and their
children as well. We have decided to use mix and match style as the new
product line concept. All the pajamas are mostly customized and differentiated
compared to other traditional sleep wear companies so I can assume that we
have the capability to attract consumers.
We have many sleep wear material options available for customer to do the
customization Therefore, the final pajamas will be using cotton as our
market segment are more concerned on the material when purchasing the
sleep wear for their own or their children. Moreover, our mix and match style
will be highlight on two type of sleep wear which is long sleeve with long pants
and short sleeve with short pants as preferable for our target segments based
on our finding survey.
30

Moreover, there will be three main aspects we need to take into consideration
when developing the new product line in sleep wear, the material of the sleep
wear, price and the way of it designs. Customer can have customized their
sleep wear like what material are made of, what colour or even they can print
their name front or back of their sleep outfit. Based on our finding survey,
there are 45.3% animal print, 28.6% sports, 17.4% simplicity and 8.7%
symbols and shapes that parents love to style their childrens sleep wear with.
Our customized design sleep wear will be better described as unisex because
it one style that works for many. Its another additional unique selling point as
childrens body size growing the way too quickly, with the ideal of unisex
design that can allow parents to keep the used sleep wear for their next born
to wear.

Price
There are many selection of sleep wear design in a range of comfy materials
suitable for warm or cold weather that make sure children has sweet dreams
with pajamas from IGGI. All the sleepwear that sells is reasonable price.
Customers can customize everything with their own idea. So the price of the
product is depending on the design of the customers. Based on our finding
survey, there are 53.8% of parent will spend on their children will be RM500 to
RM1000, 29.1% spent less than RM 500 and 17.1% spent more than RM1000
per month, so I can assume that the price range will be around RM50 to
RM59.90 is affordable for the customers who want to customize their own
sleep wear.

31

b) Justify the design of your final pajama product line based on

your survey findings
Design
a) Long sleeve with long pants

32

c) Short sleeve with short pants

33

34

Extra credit
Promotion
One of the promotion technique that can be used is couponing. Coupon is
usually a form of paper that is meant to give users a certain amount of
discount if they purchase the specific item stated on the coupon. This is
one method used during the market research process whereby our group
was supplied with a handful of coupons from the company and were there
in handed to people who successfully completed the survey. Possession
of a coupon will motivate someone to buy the product even though he or
she has no immediate use for the product. In continuing that, we feel it is
one of the handy methods that can create brand awareness as well as
increase sales. Therefore, it is one that we look to continue for our product
line in the future.
Distribution
Once the promotion campaign has successfully taken off, then come the
distribution method. For our product line, we have chosen the direct selling
method as we have spent time conducting the survey in order to identify
and capture the target market. Furthermore, according to the data
obtained from the survey, it is clear to see that majority of customers prefer
to buy their clothings in a physical store rather than online. Therefore, it is
only right that our product line goes through direct selling in order to reach
and maintain the specific customer range that we are looking for.
Marketing Strategy
The most effective ways in marketing strategy need to initial the situation
of the Enau Aktif and formulation, evaluations and selection to achieves
goals. First of it, we need to evaluation that Enau Aktif has not really well
known by people and need to conduct more promotional tools into
markets. Enau Aktif could open more branches in Malaysia to boots up
sales and brand images. In addition, there are bad economy in current
years so that Enau Aktif could do more promotions on the sleepwear in
markets to raise more brand awareness. Besides that, the company could
use the latest technology to produce more products because it will save

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more cost and times to reinforce people would likely be using economy of
scales. In order to raise up brand awareness, the company could join
venture, be a sponsorship or held some event in market to increase
reputation.

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