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