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
Chapter 3 – The Company
3.1 – Company Overview
In March 2003, XIXILI international was launched in Malaysia by XIXILI Intima Sdn Bhd to provide a new approach to lingerie retailing market. Since its creation, XIXILI also has built an international presence, including outlet in Singapore. The first XIXILI store in Malaysia is located in One Utama shopping center.
Now, XIXILI has open total of 8 stores in Malaysia, including Kuala Lumpur, Penang, Johor Bharu and Sarawak.
3.2 – Business Description
XIXILI aspires to put itself across as a leading lingerie fashion brand that is unique and fashionable undergarments that perfectly fit. It also aims to be well-known for its good quality and excellent hands-on bra fitting service.
XIXILI’s corporate image is a large fashion lingerie retail that offers you their unique and fashionable products in a comfortable environment to shop and browse in. Their staffs are all trained to give you a professional hands-on bra fitting and giving you tips on choosing bra that suits you most and fits you perfectly.
3.3 – Company History
XIXILI intima Sdn Bhd is a Malaysia local Company. It was found in 24 March 2003 and the founder is Joanne Khoo who is the CEO of XIXILI intima.
3.4 – Key People
**no official information from XIXILI**
3.5 – Location and Subsidiaries
XIXILI’s HQ in Malaysia.
Address:
231 & 233, Jalan Selingsing 7
Taman Niaga Waris
51200 Kuala Lumpur
Taman Niaga Waris
51200 Kuala Lumpur
Tel: 03-6250 6888;
Fax: 03-6250 7888
W: www.xixiliinternational.com
3.6 – Brands, Major Products and Services
XIXILI international is a company under XIXILI intima. XIXILI international is a fashion store for female which is selling lingerie including brassieres, underwear, pajamas and so on.
XIXILI provide free of charge hands-on bra fitting service to every lady. This is to make sure they can get the bra that fits them perfectly and giving tip on how to wear bra as research shows 90% of women actually don’t know how to wear bra and they are wearing a wrong size bra.
Beside that, XIXILI do provide custom modify bra that you have brought from them. This service is special for XIXILI consumer only.
3.7 – Corporate Vision
· To have a strong and positive brand identity.
· To growth XIXILI to be well-known and leading lingerie brand in Malaysia and to the world.
· To become the world most passionate lingerie brand.
3.8 – Corporate Mission
· To provide outstanding lingerie presentation in a world class environment.
· To offer a wide variety of unique, fashionable and comfortable lingerie.
· To provide excellent, personalized and professional service to each customer by XIXILI trained fitters.
· To strives to lead the global intimates market and to achieve profitable growth.
· To exceed consumer expectations with desirable, highest-quality and perfect-fit products supported by best-in-class hands-on fitting services.
3.9 – Company’s Current Promotional Strategy
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.
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.
BSE
-Card promotion
Breast Self Examination (BSE) card can get at any XIXILI stores, which presenting your BSE card and get 15% discount on normal price item.
-Love my life, BSE I have it.
Love my life is an active and dedicated organization promoting breast beauty and health as bra-wearing has been linked to breast cancer.
3.10 – Product Sales’ History
XIXILI makes more than RM500, 000 each month from sales in Malaysia. The stores sales have been getting higher and higher as the lingerie fashion business in Malaysia is increasing year by year.
3.11 – Current Marketing Objective
Target market objectives:
· To target female adults from age 28-45.
Promotional objectives:
· To have a strong and positive brand identity.
· To provide outstanding lingerie presentation in a world class environment.
· To provide excellent, personalized and professional service to each customer by XIXILI trained fitters.
Level of brand/ company awareness:
· To growth XIXILI to be well-known and leading lingerie brand in Malaysia and to the world.
· To strives to lead the global intimates market and to achieve profitable growth.
Traffic building:
· Stores traffic.
Products trials and promotions:
· More sales, promotions and discounts.
Sales force:
· Customer visits and purchases.
3.12 – Media Expenditure
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.
Chapter 4 – Consumers and Stakeholders
4.1 – Current Consumers’ Characteristics
4.1.1 Demographics
a. Age: 28-45
b. Gender: female
c. Education: undergraduate, post-graduate and above
d. Occupation: office worker, Professional
e. Income range: RM2500-RM5000
f. Race & ethnicity: all
g. Geographical location: urban
4.1.2 Psychographics
a. Perception: Consumer that seeks for high quality, fashionable and perfect fits lingerie.
b. Learning: Website, outlets and stores, fashion magazine
c. Motivation & needs: Looking fashionable, feeling comfortable and perfectly fits and willing to spend money on good quality products.
d. Attitude & Personality: Aware of comfortable and quality conscious, do not worry about sizes but the perfect FIT.
e. Lifestyle: modern, passionate, love life.
4.2 – Stakeholders’ Characteristics
4.2.1 Primary – Chairman, Board of directors, President, CEO, managers, employers, employees and customers
4.2.2 Secondary - Distributor, Media, Public
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