EZ face wash

8/7/2019 EZ face wash

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Product Name : EZ

Executive Summary

Lifecare Company, perusahaan ini telah 20 tahun menjadi pilihan masyarakat untuk produk -

produk daily needs. Sebagai perusahaan yang ingin terus mengembangkan produknya, kita

terus menerus melakukan inovasi menanggapi apa yang dibutuhkan dan diinginkan pasar

Di jaman yang menuntut semuanya serba cepat, dan bahkan ketika sesuatu yang cepat, dan

instan itupun menjadi suatu kebutuhan sendiri bagi manusia, sebagai sebuah perusahaan yang

ingin memberikan produk yang terbaik dan terdepan bagi pasar kami melakukan inovasi terus

menerus untuk menjawab kebutuhan pasar tersebut. Hal yang sudah sangat lumrah melihat

orang bisa membersihkan tangan mereka dimana saja hanya dengan mengantongi sebotol

kecil hand sanitizer, tapi menjadi inovasi baru apabila produk yang kami tawarkan

mengaplikasikannya sebagai pembersih muka.

Melihat permintaan pasar yang cukup baik akan barang - barang yang dapat memenuhi

kebutuhan secara instan dan praktis, kami melihat bahwa produk ini akan menjadi trendsetter

dan akan menjadi pilihan konsumen dalam jumlah yang massive.

1.0 Introduction

Since 1990, Lifecare Company has been producing various kinds of products that were able

to meet the demands and needs of the market, even providing products -products with the latest

innovations that became a pioneer in its class. Market demand and development of the

era that continue to move requires the company to move as well with a flexible and new

thoughts to understand what is desired by the

market and maintain our image branding which are known by a company that always

provide high quality products.

Lifecare also very concerned about the consumer voice, which intensely digged

through questionnaires, buzz analyzing, customer care services, even through

brief conversations with consumers and the target market.

Currently, we are concerning to develop products which can be used practically.

"Cleanliness" is one of primary human needs which Lifecare are concerning about. People tend


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to search for cleanliness because automatically it will refers to health, even it should be done in

a way that is not practical.

Lifecare is trying to do development and research for an answer to

provide products that include 2 factors: Hygiene & simple.

Lifecare will soon launch an instant facial cleansing product named EZ (read: easy), which is

able to clean the face without the need for water. This product is stealing the concept of hand

sanitizer which is simple and eases people to clean their hands without using water and also do

not need to be dried. This product answers the need of a face wash

for a practical use anywhere instantly. This product has clear market segmentation, on who is

the consumer, what gender, age, occupational status, etc. Moreover deeper explanation will be

explained further.

2.0 Demographics

Demographic data and statistics help to segment the target market. Using the sex ratio data,

company is able consider how the product should be promoted. We can also decide our

advertisement concept using those data too.

The age mix data helps to set our strategic promotion sites and concepts too. Referring to the

demographics data, we formulating our market opportunities and our marketing objectives, how

we could achieve it, what day should we make an event, in what time, etc.

In fact, there are 76.7% of Singapore citizen in the range of age between 15 64 years. It

shows us that we have a lot of opportunities to provide their needs. And normally, facewash is a

product thats used by that age range. And in that age range, there are 0.95 male(s)/female on

the sex ratio data. It means even though our product meets both genders needs, we have to

understand how to attract them to trust our product. And something we have to beware of if we

want to gather our selling from both gender, we must anticipate our product to be known as a

product that commonly used by woman, vice versa.

2.1 Segmentation

For market segmentation, this product is assumed to be the most potential face wash to be

used by the customer with high intensity of activity in the field. EZ target consumers of

this product are office workers, high school student / tertiary student. Both men


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and women have an almost equal market share for these products, because these

products are unisex. Age is expected to start at the age of 15 years old until 40 years old.

3.0 External Environment

There are many external environmental factors that affect the business, for example

PESTLE.

3.1 PESTLE

Political: There was no significant influence from the political aspect of this product.

Economic: The price of products that are marketed is rather expensive for giving a bona fide

impression, and indirectly purchasers can have more confidence that our product really is not a

product of arbitrary and have high standards in quality, which is marked by a high price. What is

also expected is prestige gained by consumers when using this product.

Social: Dinamic social life and high levels of social interaction requires someone to be able

to perform excellently in their social with others. Limited time and space is a challenge that has

been answered through the invention of this product. The highlighted point is EZ is a real

solution to look fresh in a practical way.

Technology: there are existing technologies to make this product and the technology used is

more or less took the concept of technology used for hand sanitizers then being modified again.

Legal: To produce a product, especially cosmetics, a company should apply for a permission to

produce and sell a specific product to Ministry of Health. After checking all the requirements,

then permission was out. After that, a product is able to be sold in the public. That means that

specific cosmetic is safe to be consumed. EZ is doing the same thing. EZ already have all the

permissions needed to produce and sell a product. Thus, EZ is free from dangerous chemicals

and safe to be applied on human skin.

Environment: EZ is classified as ecofriendly product because this product minimizes the use

of water to wash the face. The current environmental issues which take almost all people in he


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world can be used as a stepping stone to promote EZ. Moreover of course, EZ really paying

attention to what consumer need.

3.2 Opportunities & Threads

Untuk kesempatan dan prospek produk ini cukup menjanjikan. Karena masih sangat jarang

produk pesaing yang memiliki keunggulan seperti yang kita tawarkan, dan ini menjadi

kesempatan untuk kita masuk ke mindset customer menjadi produk cuci muka praktis pertama

dan terbaik. Tentu menjadi lebih mudah untuk masuk ke dalam mindset pembeli dan memiliki

branding power tinggi karena produk kita sebagai pelopor dalam pasar instant face wash.

Melihat mobilitas penduduk Singapore yang tinggi, produk ini juga memiliki kesempatan untuk

menguasai pasar face wash.

Salah satu bahaya yang harus dihadapi adalah resiko bahwa pasar yang kita masuki bersikap

skeptis atau bahkan cenderung tidak menganggap serius produk kita. Produk pesaing berupa

face wash face wash konvensional juga patut dipertimbangkan. Karena mau tidak mau, masih

banyak masyarakat yang sudah merasa nyaman dan cocok memakai produk tertentu.

4.0 Product Strategies

To decide what strategy will be used on a product, a company needs to observe more on the

product itself. There are 5 Product Levels : Core Benefit, Basic Product, Expected Product,

Augmented Product, and Potential Product. EZ reach the first 4 levels, Core Benefit, Basic

Product, Expected Product, and Augmented Product.

Core Benefit

The most basic matter that a product should have is having a core benefit, which means

something sought by the consumer. For example, hotel guests need rest & sleep, while mall

visitors need fun & refresh. In face wash product, what is needed by consumer is clean face.

So core benefit is not a product yet.

Basic product

Basic product is a product that meets what seems on core benefit. So what is needed from a

face wash is a product that can clean the face from dirt and give fresh feeling. EZ already meets

what is required.


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Expected Product

Expected product fulfills what consumer needs more than provision of basic product. For

example consumer wants good packaging, sweet-scented, various colors of product.

Augmented product

Augmented product positioning itself to meet consumer desire more that consumer expects. So

when consumer experiencing the product, they dont even expect to have such benefit. Actually

without extra benefits, consumer can still get the core benefit that they need. EZ giving new

innovation of face wash product, which works like hand sanitizer. Consumer can apply it

anywhere and anytime without using water and the result is even better than the ordinary face

wash.

product form

prouk ini termasuk jenis produk kosmetik, lebih sempitnya sebagai pembersih

features

fitur utama yang ditawarkan produk ini yaitu mudah digunakan dan sangat praktis.

membutuhkan waktu yang jauh lebih singkat dibanding produk pembersih muka lainnya dalam

membersihkan muka

durability

produk ini memiliki durabilityyang cukup tinggi, paling tidak jauh melebihi batas perkiraan

penggunaan produk

style & design

produk ini didesain se simple mungkin untuk menonjolkan kesan mudah digunakan, tidak ribet,

dancocok untuk dibawa kemana saja

packaging

packaging kita kemas dalam bentuk tube, sehingga praktis dan mudah dibawa

tube juga didesain sedemikian rupa agar tidak bocor

style & design


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sesuai dengan konsep produk yang menawarkan sesuatu yang simple dan praktis, maka style

produk ini juga dibuat minimalis dan simple.. apalagi akhir - akhir ini pasar cenderung menyukai

produk - produk dengan desain simple, ergonomis, dan elegan. kita bisa meniru konsep simple

milik apple dalam produk - produk mereka

labeling

kita masukkan tagline as easy as EZ untuk mengekspos tentang penggunaan yang sangat

mudah dan juga labelling yang paling utama mencantumkan merk kita

warranty and guarantee

warranty ne nda sampe 3 menit buat cuci muka

5.0 Integrated Marketing Communications

5.1 Steps in Effective Communications

To develop effective communication between product and consumer, company needs to know

the steps to reach the consumer. Firstly, company has to identify the target audience. Target

audience means who are the consumer of the product. Secondly, company have to determine

what is the objectives of producing and selling that product. Company surely have goal to

achieve by producing face wash product. Thirdly, design message. A product or a brand should

have label that represent the brand itself, and it should impact the reader. The fourth step is

selecting channels to promote the product, for example newspaper, magazine, or TV. Selecting

channel is depend on who is the target market. The fifth steps is establishing budget, on how

much money needed for such promotions and advertising. Then the sixth step is deciding media

mix. The seventh step is measuring results after promotion has been held. Company can see

the response of consumer by collecting feedback through questionnaire, survey, etc. Lastly,

company already understand what kind of communication work best, so company starts to

managing IMC of the product.

5.2 Media Selection & Its Consideration

For the election media campaign, the most important is TV advertising. Perhaps the ads began

to broadcast on the office lunch break hours, other than of course the ad was also broadcast on

the prime time hours. Because on the lunch time, most of the office employees have free

time to relax while eating and watching TV.


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In that free time through advertising EZ, we try to make prospective customers feel needing

this product to clean their face instantly and practically in the middle of their activities.

This kind of promotion cost a lot of money, but the effect will be spreads all over the country.

Besides TV advertisement, direct marketing and introduction of product in the market can be

done by giving free sample at MRT stations or bus stops. EZ using this kind of promotion

because EZs market segments are people who have high mobility and activity which require

them to use time efficiently.

6.0 Promotion Mix

Advertising

Here advertising include all ways and media used to display and promote particular values in a

product that aimed to increase selling of a product.

Iklan bisa berupa promosi yang gamblang dan langsung menawarkan produk yang kita produksi

pada konsumen, namun juga bisa menampilkan faktor - faktor dan ide - ide yang secara tidak

langsung menggiring persepsi konsumen pada produk kita

Advertising can be a campaign that clearly and directly offer products that , but also can display

the factors - factors and ideas -

ideas that are notdirectly lead consumer perception on our products

contohe kaya FedEx tu kan iklan e bukan nawarke pengiriman lewat ditampilke tarif, lama

pengiriman, bla3

tapi pake kaya cerita yang intine nunjukke fedex isa dipercaya

itu yg maksud e menyampaikan ide - ide secara nda langsung

yang akhire isa mbuat customer punya image kalo fedex tu sip lah soal komitmen sama barang

kirimane

nah, untuk produk facewash ini, kita memasukkan kedua unsur tersebut kedalam advertising

yang kita lakukan

lewat kelebihan - kelebihan yang kita tawarkan yang diekspose di advertising kita, kita juga

menggunakan faktor - faktor tidak langsung seperti iklan ibu menggunakan facewash ini untuk


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membersihkan wajah anak - anaknya sepulang sekolah : menunjukkan kalau produk ini aman

untuk kulit anak yang cenderung sensitif, dan berarti tentunya produk ini juga pasti aman ke

kulit orang dewasa dan kulit normal yang tidak sensitive

bawahe tinggal ditambahi, dana yang dialokasikan untuk advertising ini dipersiapkan cukup

besar, mengingat produk yang kita pasarkan ini merupakan produk yang benar - benar baru

dan butuh pengenalan pada masyarakat

Sales Promotion

Itu termasuk yang kita bagi - bagi sample, ngasih diskon, promo buy 1 get 1 dalam rangka

menaikkan penjualan dalam waktu singkat. Tujuane salah satune juga biar orang pada mau

nyoba produk e kita. Nah disini juga biayane cukup tinggi, karena direncanakan kita bagi2

sample, mungkin buat sample bisa dipack lebih kecil2, yang dibagi di bus stop sama di mrt

station, karena kita memang butuh target market bisa nyoba produk e kita

Namane produk baru, kalo mereka belum nyoba dan bener - bener ngerasake yang kita

tawarkan, mereka cenderung takut untuk ambil resiko membeli produk baru dan lebih memilih

produk lama yang sudah biasa mereka pakai.

Public relation

Public relation berperan penting untuk menjaga image perusahaan di mata customer dan pasar.

Kritik dan saran yang dirasa perlu untuk disampaikan ke perusahaan disalurkan dan ditanggapi

melalui bagian public relation. kita berusaha bersikap terbuka dan bahkan merangkul konsumen

kita melalui public relation, karena pada dasarnya konsumen tentu akan lebih loyal apabila

mereka merasa dihargai dan diperhatikan. Diluar itu, kritik dan saran yang ditanggapi dan

dimanage dengan public relation yang baik dapat menjadi input yang positif bagi perusahaan.

7.0 Other Suggestions

Karena ini merupakan produk baru, maka feedback dari customer dan pasar harus diperhatikan

dan ditanggapi dengan serius. Produk baru selalu membutuhkan penyesuaian penyesuaian

agar dapat diterima oleh pasar dengan baik. Pengolahan feedback yang baik dan keinginan

untuk terus melakukan improvisasi pada produk ini merupakan sebuah keharusan. Belum lagi

ditambah dari potensi munculnya pesaing pesaing produk ini. Kita harus bisa memberikan

value lebih pada customer kita dan terus memberikan yang terbaik. Change or die.


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8.0 Conclusion

9.0 Appendinces

10.0 References

http://www.indexmundi.com/singapore/age_structure.html

http://www.indexmundi.com/singapore/sex_ratio.html

http://tutor2u.net/business/marketing/promotion_mix.asp

https://www.cia.gov/library/publications/the-world-factbook/geos/sn.html

Documents

EZ face wash