TABLE OF CONTENTS

TABLE OF CONTENTS.............................................................................1 1.0 Executive Summary.........................................................................3 1.1 Company Description....................................................................3 1.2 Vision............................................................................................3 1.3 Mission..........................................................................................3 2.0 Situational Analysis..........................................................................4 2.1 SWOT Analysis..............................................................................4 2.2 Industry Analysis...........................................................................6 2.3 Competitor Analysis......................................................................8 2.4 Company Analysis.........................................................................9 2.5 Customer Analysis......................................................................10 3.0 Product-Market Focus....................................................................11 3.1 Marketing and Product Objective................................................11 3.2 Target Market ............................................................................12 3.3 Customer Value Proposition........................................................12 4.0 Marketing Strategy........................................................................14 4.1 Product Strategy.........................................................................14

4.2 Price Strategy.............................................................................17 4.3 Distribution Strategy...................................................................18 4.4 Promotion Strategy.....................................................................20 5.0 Recommendation on Improving Marketing Program of Ariani....21

5.1 Product Strategy.........................................................................21 5.2 Price Strategy.............................................................................22 5.3 Distribution Strategy...................................................................23 5.4 Promotion Strategy.....................................................................23 6.0 Conclusion......................................................................................25

1.0 Executive Summary

1.1 Company Description
Ariani is owned by Ariani Textiles and Manufacturing (M) Sdn Bhd. Ariani is subsidiary of Jakel Group Company. Ariani has established in April 2008. The owner of Ariani is Ruksana Binti Mohammad Jakel. Ruksana is the daughter of Mohammad Jakel. From the small shop of textile now its growth and become a first store of textile and has the scarf textile under it. It is also a 100 percent of a bumiputera company. The tag line of Ariani is Tudung ibarat cinta, yang ikhlas akan kekal.

1.2 Vision
Ariani want to be a popular store for the scarf fashion Muslim women

1.3 Mission
i. ii. iii. iv. Provide a good service to customer Guarantees the best quality of fabric and stitches Always up-to-date of design Inspire Muslim Women to be fashion inspired

2.0 Situational Analysis

2.1 SWOT Analysis
Strength i. ARIANI had already opened up shops and outlets in strategic

location. For example: ARIANI is located at Seksyen 7 in Shah Alam whereby it is directly opposite to a university consisting of youngster and adults who want to look stylish. ii. ARIANI creates specialty for their customers such as act as

consultant and advisor on how to style scarves. Besides, ARIANI offers customizing services in decorating and designing scarves for customers who want to be different and also owning repairing service. iii. ARIANI has already established brand recognition because ARIANI is among the first who opened up scarves shops and outlets. iv. ARIANI is also well-known with its updated scarves design

because new designs are incorporated every fortnightly. v. In terms of ARIANI personnel, they have a good work force this is because they use 1 personnel for 1 customer. Thus, it will help to facilitate and cheers their customers.

Weaknesses

i. ii. iii. iv.

ARIANI is a newcomer in online service ARIANI is still lacking in media advertising promotion ARIANI do not have many branches ARIANI products into a high range prices

Opportunities

i.

ARIANI should focused more in online service this is because

nowadays is all about technology that make much easier for customers.

ii. iii. iv.

More focusing in updating trendy design for scarves ARIANI should offer wedding readymade scarves. Customizing scarves services that based on customers wants and

taste preferences. v. ARIANI should try to produce more products in middle-lower range prices for lower income group. vi. ARIANI can go global by penetrating into other Islamic countries.

Threat i. The rising number of other online scarves shops. ii. A lot of products and designs are imitated.

2.2 Industry Analysis

Nowadays, we can see that scarves are into fashion hallmark. These scarves trends are moving fast forward. For example, in Egypt, a group of young women have formed the first organization for scarves fashion in hopes of catering to the increasing numbers of veiled women and proving that elegance can still be modest. Meanwhile in Bahrain, veiled models are increasingly preferred to their Western, unveiled counterparts because they more accurately represent their

society. And in Morocco the popularity of

tight, seductive scarves styles have

earned the trend the name shoufouni, Arabic for look at me. Yasmine Mohsen, who was the founder of fashion league calls herself a veiled model and told AlArabiya.net that she wanted to offer suitable clothes, makeup and accessories to meet the demands of women who choose to wear the veil. Now many veiled women come from rich classes and need to dress fashionably, she explained. Some of them even hesitate to wear the veil as they think it will make them less elegant.But Mohsens goals for the group also go beyond the fashion industry. She hopes that seeing models in scarves will and women. We are saying help change stereotypes in the West about Islam lack of femininity. As mentioned before, those are the trend and phenomenon on scarves industry in Middle East that known as a Muslim country. While in Malaysia, the scarves industry is also moving forward in booming Muslim fashion. In Malaysia scarf is a head covering that a woman can wear in public as a symbol of her religious commitment. The design of Malaysian scarves can vary, allowing for stylistic differences between women. Wearing a scarves is voluntary in Malaysia, unlike some other countries where it is compulsory for all women in public, though both Muslim and non-Muslim women are required to wear a scarves in certain locations within Malaysia. a girl to adjust This garment can be worn as early as infancy, which may help

that a scarf is elegant and that being veiled is not equivalent to raggedness and

to wearing the scarves regularly. Malaysian scarves come in a wide variety of styles that allowing a woman to match or compliment the rest of her outfit. Besides, decorative and attractive sewing or other patterns can be seen on the scarves, allowing for some personalization. As we know, Malaysia is among the populous Muslim nation so that fashion that conforms to the Islamic dress code is a big business. Ariani for apparel. Compatible with Muslim fashion trend example, is among the first who establish store and outlet for scarves, scarves and shawls that are for Muslim Ariani offered and created scarves to inspire Muslim women to be elegant and besides to make trendy and fashionable scarves for women with the best quality and updated and modest design and style.

2.3 Competitor Analysis

Currently, there are a lot of competitors exist in this scarves industry. As same as ARIANI, they also offered and produced a wide variety of scarves. Even though ARIANI is now the most populous in this industry there are a lot of others major scarves businesses such as FAREEDA and RATU. Besides, the small outlets and online shop services that use to sell scarves and sometimes act as imitation against ARIANI. It is a normal situation in businesses, but this situation act as a threat through ARIANI, because they will compete with businesses that imitate ARIANI products. Thus, it will lead to weak product differentiation. Customers are hard to identify which one is ARIANI. In order to handle and control this situation

ARIANI should come up with some backup plan in limiting the number ARIANI imitation products by create something different towards ARIANI products. As a conclusion, in order to be maintained and compete with others, ARIANI should create something different and unique. Thus, it will help in gaining and attracting people beside help in increasing customers loyalty towards ARIANI brand.

2.4 Company Analysis

Ariani provides a wide range of scarves for Malaysian women in fashion industry. The company strengthens its image by having two Malaysian beauty icons as its model and spokesperson. Currently, Ariani already has nineteen boutiques throughout Malaysia. As a sub-company of Jakel, a leading textile company in Malaysia, Ariani will be able to provide its customers with the latest trends and the highest fabric quality for its scarves. Recently this year, Ariani had expanded its business by providing online shopping for its customers which also allow the company to be able to compete with the rising numbers of scarves boutiques. The company offers products that suit all its customers. Although its ready-made scarves face a tough competition with the rising number of readymade scarves sellers, Ariani also provides custom-made scarves services to cater to special needs. The uniqueness in Ariani custom-made scarves lies on the fact that it uses Swarovski crystals which make it more exclusives for its customers. A online

higher income customer will always have the option of choosing more exclusive scarves collection in Ariani Exclusive product range. Its quality, massive number of designs and high stock volume allows the company to be the leader in the scarves industry while at the same time caters to the Muslims womens fashion needs.

2.5 Customer Analysis

Arianis customer analyses are described in terms of its expected customers characteristics and the increase in Islamic awareness. Customers characteristics Scarves are purchased by Muslim women with a broad range of income and education backgrounds. Arianis customers are divided into three groups which are professionals, non-professionals and housewives. It is expected that Arianis customers household income ranges start from RM2500 to a much higher income. Its customers from 18 years and above. Women are the dominant buyers for Ariani products. As mentioned, a lower household income customers can opt for a normal range of scarves while a higher income customers who wants to look different and luxurious can opt for Arianis exclusives Increase in Islamic Awareness range. average age starts

Over the years, it is observable that Muslims are becoming more aware of Islamic teachings. Muslims women are observed to be more conscious with their choices in fashion. As a result, scarves are not only worn when entering mosques but it is worn the minute they stepped out of the house. This awareness has made Arianis range of customers expands itself as well.

3.0 Product-Market Focus

This section describe the one-year marketing and product objective for ARIANI and the target markets, point of difference, and positioning of its lines of ARIANI scarf.

3.1 Marketing and Product Objective

Current Market ARIANI brand was found in Malaysia domestic market with its variety of product line and intend to increase customer satisfaction by inspiring them to be elegant women with ARIANI product. Product offered is made from high quality fabric imported from Europe and now already have 200 exclusive designs of scarf collection were each design have 100 different color for 100 pieces scarf only. All this exclusive scarf

and shawl can only get from ARIANI boutique to maintain the quality, exclusiveness and customer loyalty of ARIANI products.

New Market Moving forward ARIANI plan to explore international market to expand its scarf and shawl business. Targeting at the Middle East country, ARIANI branch will be expanded there to promote their exclusive products.

3.2 Target Market

The primary target market for ARIANI products is for Muslim women and female customers. These customers are classified in three groups which are professionals, nonprofessionals and housewives. These individuals were and tend to demand high quality product too much higher income. between the ages of 18 and above

with the average household income of RM 2500

3.3 Customer Value Proposition

ARIANI scarf offers high quality of fashionable scarf with the latest trend which is modern, exclusive design that suit to Muslim needs. ARIANI creation varies from customers. Point of differences ready to wear scarf, shawl and custom-made scarf as required by

The point of differences or characteristic that make ARIANI scarf and shawl is unique and exclusive relative to competitors are as below: i. High quality fabric ARIANI scarf collection is made from the high quality fabric. The fabric is mainly imported from Italy, France, German and Turkey produce by exclusive brand such as Valentino, Aker, Armine, Akel, Bona Sera, Isadora, Ungaro, Pierre Cardin, Tiara Exclusive and Tiara Diamond.

ii.

Unique and exclusive design All ARIANI collection is design by internationals experience

designer. ARIANI

offer 200 exclusive and latest fashionable designs to

suit these days modern trend for Muslim women. Every two to three week they will come out with new design and for all design only 100 piece of scarf is made with 100 different colors. We strive for higher quality and exclusive design to ensure our customer always product. iii. Various size Different from other scarf and shawl, ARIANI product offer various size of the scarf so that it can fit the customers face. The size offer range from S to XXXL and these will satisfy and attract them more. satisfy with our

iv.

Custom made design To cater special needs, customer can request to add the Swarovski

crystal or embroidery stitches design to the scarf. It makes the scarf become more exclusive and masterpiece. This will satisfy certain customer that concerned with luxurious and exclusivity of the products and want to look different from others.

v.

After sale services Awning repair service is also to be had at ARIANI to cater customer need. At ARIANI also we give consultation and help to consult our customers who wish to get a suitable scarf fashion that suit them. Technique on how to wear and make fashion with the shawl also been shared with customers.

4.0 Marketing Strategy

Marketing strategy are product, price, distribution and promotion strategy. This is the existing marketing strategy that been practice by Ariani.

4.1 Product Strategy

Product line

Ariani provide ready-made scarf which are scarf Tiara Chiffon, Tiara ARIANI, Tiara Special Beaded, Tiara Floral Printed, Tiara Diamond Swarovski, Chiffon Tiara Diamond & Beaded, Tiara Crepe Silk, Selendang Exclusive Handmad and Selendang Crepe Silk. Beside the ready-made scarves, Ariani also provides custom-made scarves services to cater to special needs. The uniqueness in Ariani custom-made scarves lies on the fact that it uses Swarovski crystals which make it more exclusives for its customers. Product Uniqueness Ariani have 200 design scarf that been designed by Arianis fashion designer. Ariani have latest design and color because the design is change every 2 or 3 weeks. Each design has 100 colors with limited f0r 100 pieces only. Ariani scarf and selendang is made with excellent and details of stitching and durability of the scarf. In addition, Ariani product is suitable for all function such as corporate meeting, weeding and dinner to make the muslimah look elegant and charismatic. Product Characteristics Fabric for make scarf is imported fabric from Itali, Perancis, Jerman and Turki. Most of the ownings fabric are thai silk and raw comfort to the wearer. Moreover, silk that very quality and provide

Ariani scarf is produce with variety of size from S to XXL. Every scarf of Ariani is follow the requirement of muslimah with width of scarf is

covering the chest. Ariani also very particular about the fabric of scarf which is the fabric wearer. Tag name must not transparent to cover the neck of the

Every scarf of Ariani have tag name inside the scarf and selendang. It is to make it Arianis scarf and selendang is different with the other scarf. Its also to represent the originality of Ariani brand and make the customer get the satisfaction when wear the Ariani scarf. Packaging

Every purchase of Arianis scarf or selendang will give Arianis paper beg to cover the scarf and make the customer easily carry the scarf. This paper begs is durable with a good quality paper and the color is pink and white which is the corporate color of Ariani.

After sales service Arianis customer can enjoy the after sales service provided by Ariani. The service is to repair the owning of scarf purchased by the customer. It is to make the customer loyal and to increase the customer satisfaction when buy the Ariani product.

4.2 Price Strategy

Product Line Range price are between RM39 to RM500 depend on type of fabric and diamond or embroidery on scarf. Membership

Discount will be given to all Ariani Membership. Ariani have three type of card of membership which are pink card, gold card and platinum card. For Pink Card (Walk in Card) have enjoy 15% discount on selected items on non sale period and get additional 5% discount on sale items on sale or promotional period. For Gold Card can enjoy 25% discount on selected items on non sale period and additional 10% discount on sale or promotional period. Platinum card have enjoy 30% discount on selected

items on non sale period and additional 15% discount on sale or promotional period. Payment term Ariani provide another term of payment other than cash is card credit. It is to make the customer can easily shopping at Ariani without carry a lot of money. The service it is for Master, Visa and Amex with purchase RM80 above. Compare to other rival Price of Ariani is more high compare to another rival it is because the quality of Ariani scarf. Ariani is capture customer with income start from RM2500 to a much higher income.

4.3 Distribution Strategy

Outlet Ariani have 19 branches in Malaysia include Sabah and Sarawak. It is link to objective of Ariani is wanted to open one outlet at one state. The corporate color for every outlet is pink and white. Every outlet has been design with exclusive rack and divider by section and type of scarf. Ariani have enough space to facilitate for to change and try a new scarf. customer to buy a scarf and selendang. In addition, Ariani also provide fitting rooms to their customer

Channel structure In addition, beside direct outlet Ariani also facilitate their customer to purchase through online website. Another channel to market and facilitate the customer to buy Arianis product is by register vendor. Register vendor have purchase a bundle of Arianis scarf and selendang to be sell at their outlet. This register vendor must get the from Ariani with a valid contract. permission

Direct Outlet

Online Purchase

Register Vendor

4.4 Promotion Strategy

In store demonstration Ariani provide consultant service to teach the customer on how to use or wear the scarf. Besides that, the staff of Ariani also can give some idea or to make the wearer look elegant and beautiful. Celebrity Ariani spokeperson or product representative are Ekin and Wardina to promote Arianis product. Season promotion Promotion has been made during raya festival, beginning or ending of the year. Discount and sales are offer to the customer to buy more Arianis product.

Media Ariani use media to attract the customer to buy it product by advertise through television, radio and magazine. It is to introduce and inform the latest promotion or design. attract,

5.0 Recommendation on Improving Marketing Program of Ariani

Ariani must sustain the position as the market leader by take correction and improve their marketing program. Here have some idea to make it Ariani more establish for the next year.

5.1 Product Strategy

Improve tag name Ariani will improve their tag name to increase satisfaction of their customer by putting their tag name at outside the scarf. The size of tag name also may not be same as the existing tag name because the existing tag name is too big to put at outside. Ariani may redesign the tag names size or design it like button at the scarf. Product Modification Ariani may give one brooch for one scarf. It is to facilitate customer by give a suitable brooch for the scarf. By providing the

brooch, the customers no need to buy at

other shop or night market. In

addition, it also can be a good product identity for Ariani.

5.2 Price Strategy

Redeem Card Ariani may introduce redeem card to attract more customer. Redeem card is card that collect point from any purchasing of the customer. When the customers buy, they term and also can get a point and may to redeem the point to change with any scarf of Ariani according more point and redeem it later. Membership Day Ariani will make a one day of membership day to their members. It also can be implement in every month to make their members feel satisfaction and loyal. At the membership day, the price may be the actual price or the discount price. Low the Price Range Ariani may low the price to cater the low middle income customer. By doing this strategy it may give a good and bad impact of Ariani. A good impact is Ariani may Ariani brand. increase the numbers of customer. A bad exclusive name of impact of Ariani if Ariani do this strategy is the

condition. Moreover, the customer also may buy frequently to get

5.3 Distribution Strategy

Shopping Mall Ariani should open their new outlet at shopping mall to make the customer more convenience to shopping. Nowadays, many shop will be open at shopping mall to make the customer can shop under one Rural Area Arianis outlets more focus on urban area. Ariani can open it at rural area to cater market segment at this place. Besides that, if the loyal customers go to rural area they also can get the Arianis product. roof.

5.4 Promotion Strategy

Aggressive advertisement Ariani have done a lot of advertisement to attract new customer and inform their customer but in medium frequent. Ariani should do aggressive advertisement at television, radio or billboard at highway. It also can build name of new customer. Involve in Big Event Ariani may involve in big event such as at Jom Heboh or Himpunan Belia. It is to Ariani. make the customer aware and closer to the

Video Tutorial Ariani may do video tutorial on how to wear the scarf and upload it to their website. The customer may learn and practice it at their life. Grooming Class Many grooming class have have been made to teach and inform the latest style to the customer. Ariani also need to do their own grooming class to their customer. Add icon Ariani may add a new icon such as Diana Amir or Yuna that more fresh and younger from the existing icon. It is to cater younger age to wear like the icon. The generations Y always want to imitate their icon. So it is the best strategy to be implementing. Improve tag line Ariani must improve tag line to make it simple and easy to remember by the customer. The tag line may be improved such as Essential Closet or Women Inspired. This tag line may be and put it at the board of Ariani and at the paper beg. printed

6.0 Conclusion
Ariani was the market leader of women fashions scarf. Ariani have done a great impact to the industry, customer and their competitor. Ariani also have a great marketing strategy to promote and be a market leader to the industry. It is a good time to Ariani to improve the marketing strategy to compete with the many rivals in this industry.