sketches for environmental media.
Sketches for my audio visual media.
Ideation
Idea for my FYP project will be a butterfly.
XIXILI is a lingerie brand, which sexy, elegant and fashionable at same time.
just like a butterfly, colorful, stylish, elegant and soft.
XIXILI is a lingerie brand, which sexy, elegant and fashionable at same time.
just like a butterfly, colorful, stylish, elegant and soft.
FYP Proposals
FCM Media Innovation: Final Year Project Proposal 1 (approved)
Name : Tan Su Wen
Student ID : 1071120341
Brand : XIXILI (lingerie)
Product Category : clothing and apparel
Information
· Brand Promise: We provide an intimate experience that enhances an individual's confidence, happiness and well-being.
· Brand motto: Uplifting You Always.
· XIXILI carries an extensive range of brassieres from cup A to G.
· XIXILI is a Spanish inspired line of exquisite lingerie.
Market situation
· Unique selling point: XIXILI professional fitters are trained and literally hands-on in giving every lady an uplifted bust line.
· available at One Utama, Sunway Pyramid, Bangsar Village II, Pavilion, Mid Valley, Trebau City (JB) and Queensbay Mall (Penang).
Issue and Problems
· Expensive.
· The designs of XIXILI bras are mature and not attractive
· Brand name and logo is nothing relate to lingerie
Ideas/Concepts
· Promote unique bra fitting customer service(90% of women don’t know how to wear bra)
· Re-design the brand and logo.
· Promote awareness that bra-wearing has been linked to breast cancer
Citations/References:
· Xixili international
· 90% women wearing wrong bra
· Bra-wearing has been linked to breast cancer
FCM Media Innovation: Final Year Project Proposal 2
Name : Tan Su Wen
Student ID : 1071120341
Brand : Quaker Oatmeal
Product Category : Food and Beverage
Information
· Oats for Wholegrain Nutrition
· Quaker oats has been a part of households around the world for generations.
· Oats have more protein, calcium and Vitamin E than other common unfortified whole grains (wheat, brown rice or whole corn grain) on a gram per gram basis. Only oats have a high amount of soluble fibre (beta glucan) compared to whole wheat or rice.
Market situation
· Over 130years history in the world.
· Selling point: proves that continue taking Quaker oatmeal for 30 days helps reduce cholesterol and body weight.
Issue and Problems
· Malaysian is resists to change the traditional breakfast/ meal.
· People are lazy to make breakfast and skipping meal.
· Oatmeal are not nice to taste (healthy food are always not delicious)
Ideas/Concepts
· Promote awareness of the important of breakfast. (skip meal cause overeating in next meal)
· Re-packaging instant oatmeal to a more convenience way.
Citations/References:
Quaker oatmeal reducing cholesterol
Quaker heath articles
FCM Media Innovation: Final Year Project Proposal 3
Name : Tan Su Wen
Student ID : 1071120341
Brand : Obesity
Product Category : Public service campaign
Sponsor : Just Life (organic product)
Information
· Obesity is a medical condition in which excess body fat has accumulated to the extent that it may have an adverse effect on health, leading to reduced life expectancy and/or increased health problems.
· Understand about energy intake, energy expenditure, basal metabolic rate (BMR) and physical activity changes in urban and rural populations of normal weight
· 50% of earlier age of death is due to diseases caused by obesity.(high cholesterol, diabetes, heart attack, stroke)
· Skip meal>body in starvation mode>overeating>gain weight
Market situation
· 2 out of 5 people in Malaysia are overweight
· Malaysian food are not healthy
Issue and Problems
· Lack of knowledge
· People are lazy and resist changing lifestyle.
· Fast food making life easy.
Ideas/Concepts
· Promote awareness of disease cause by overweight
· Making Malaysian healthier
· Organic food makes life simple. (cleaning up cells)
Citations/References:
Obesity in Malaysia.
Obesity now a major health concern in Malaysia
Just life
Cover Page
MMI3033 Design Project 1
Situation Analysis
Name: Tan Su Wen
Student ID: 1071120341
Majoring: Media Innovation
Faculty of Creative Multimedia
19 July 2011
Delta year Semester 2/ Year 2011
Chapter 1 – Project Overview
1.1 – Introduction
XIXILI international is a Spanish inspired line of exquisite lingerie which passionate about offering you fashionable undergarments that perfectly fit. XIXILI professional fitters are trained and literally hands-on in giving every lady an uplifted bust line, and hence, a more confident you. XIXILI provide an intimate experience that enhances an individual's confidence, happiness and well-being.
XIXILI found in 2003 by Joanne Khoo from XIXILI intima and their brand motto is ‘Uplifting you always’. XIXILI carries an intensive range of brassieres from cup A to J. The design of XIXILI lingerie is sexy and they targeted to female from 28 to 45 years old.
XIXILI can be found in almost every famous shopping mall such as Pavilion KL, One Utama, Jusco Terbau city and Queensbay mall. XIXILI are passionate about offering you fashionable undergarments that perfectly fit. The unique selling point is XIXILI professional fitters are trained and literally hands-on in giving every lady an uplifted bust line, and hence, a more confident you. Come for a session to be correctly fitted, an eye-opening session. XIXILI promise this will be a very unique experience, whereby you will walk out feeling slimmer and taller.
1.2 – Problem Statement and Issues
XIXILI material and fabric are all chosen and imported from Italy and Spain, that’s the reason why XIXILI lingerie price are considered high. The brand is mature and sexy but still needs a stronger advertising strategy to let Malaysians accept it. This is why XIXILI current consumer is mostly from age 28-45.
1.3 – Objectives and Aims
Objectives
· To targeted to female in younger age group.
· To promote that bra size doesn’t matter, the important is it fit you perfectly.
Aims
· To growth XIXILI to be well-known and leading lingerie brand in Malaysia and to the world.
· To promote XIXILI as the top lingerie brand in Malaysia.
Chapter 2 – Project Profile
2.1 – Product Name
XIXILI is a Spanish inspired line of exquisite lingerie which passionate about offering you fashionable undergarments that perfectly fit. XIXILI professional fitters are trained and literally hands-on in giving every lady an uplifted bust line, and hence, a more confident you.
2.2 – Product Classification
XIXILI provide an intimate experience that enhances an individual's confidence, happiness and well-being.
2.3 – Product Characteristics
XIXILI’s products are all unwrapped to enable customers to try on and browse easily. All product purchase will be given a non woven bag (orange color with white color logo and text).
XIXILI bra provide a range from A cup to J cup size, from ½ cup, ¾ cup, demi cup to full cup. The unit price for XIXILI brassieres are from RM39.90 to RM 189.90.
2.4 – Product Range
XIXILI collections
2.5 – Distribution
Distribution is direct as all XIXILI products are only available at their outlets. Currently there are 8 XIXILI outlets in Malaysia and Singapore.
· Pavilion, KL.
· One Utama, Damansara.
· Sunway Pyramid.
· Mid Valley
· Bangsar Village II
· Jusco Terbau City, JB.
· Queensbay Mall, Penang.
· Suntec City, Singapore.
2.6 – Product Life Cycle
Product Life Cycle
2.7 – The Brand
XIXILI is a Spanish inspired line of exquisite lingerie which passionate about offering you fashionable undergarments that perfectly fit. XIXILI concept is selling new, trendy, good quality and unique designs lingerie and their brand motto is uplifting you always.
XIXILI’s brand promise is they provide an intimate experience that enhances an individual's confidence, happiness and well-being. The designs of XIXILI lingerie are bold, trendy and expressive collections for your all different occasions and moods.
We are passionate about offering you fashionable undergarments that perfectly fit. XIXILI professional fitters are trained and literally hands-on in giving every lady an uplifted bust line, and hence, a more confident you. Come for a session to be correctly fitted, an eye-opening session. XIXILI promise this will be a very unique experience, whereby you will walk out feeling slimmer and taller.
2.8 – Brand Image and Implication
The brand is mature and sexy but still needs a stronger advertising strategy to let Malaysians accept and understand about the strength of the product itself which it can fit you perfectly.
2.9 – Strength and Weakness
Strength:
· Unique- XIXILI offers product the very unique hands-on bra fitting service.
· Quality- The products are all in good quality and comfortable to make sure it will fit you perfectly.
· Variety of products- XIXILI covering from varies kind of bra, panty, corset, pajamas and also accessories.
· Service- XIXILI’s professional fitters are trained and they giving every lady hands-on bra fitting service.
Weakness:
· Prices- The prices of XIXILI lingerie are quite high.
· Lack of promotion- XIXILI has not advertised extensively in Malaysia for example print ads or TVC.
· Designs- The design of XIXILI lingerie are considered mature for young lady.
2.10 – Advantages and Disadvantages
Advantages:
· Unique- The hands-on bra fitting service is unique among other lingerie brand in Malaysia.
· Quality- The products are in good condition, the material is imported from Italy and Spain.
· Environment- XIXILI outlets are design as room, furnished with big and comfortable sofa.
· Convenience- XIXILI can be found almost in every shopping mall, for example Pavilion, Mid Valley, Queensbay Mall, Jusco Terbau City, One Utama and so on.
Disadvantages:
· Prices- The prices of XIXILI lingerie are quite high because of the material are imported.
· Competitor- competition between other lingerie brand like Triumph, La Senza and etc.
· Designs- The design of XIXILI lingerie are considered mature for young lady.
2.11 – Unique Selling Proposition (USP)
XIXILI offers every lady a professional hands-on bra fitting service to make sure it fits you perfectly.
2.12 – Promotional History and Advertising Schedule
2009-present: Monthly promotion with BSE card ((Breast Self Examination), which presenting your BSE card and get 15% discount on normal price item.
April 2009: Promotion with J-card (Jusco member card), which you can enjoy RM20 rebate with presenting your J-card at XIXILI stores.
June 2009: Promotion with Origins, which purchase RM300 and above and you will receive a RM30 voucher from Origins.
June 2010: Facebook Fans and Friends Rewards, Join as XIXILI facebook fans to stand a chance buy 1 bra and get 1 free.
April 2011: Green Bosom - Bra Recycling Buddies Program which inspires and promotes awareness of recycles and reuse for a better environment. Bring any old/new reusable bras to XIXILI and get a RM30 rebate.
2.13 – Positioning Statement
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