MY BIODATA

NUR SYAZWANI ATIQAH BINTI OMAR

26 JAN 1997
KLINIK NOOR SHILA MELAKA

SECRETARY PROJECT AT INNOVATIVE SWIFT

OFFICE ADMIN AT EASTERN PAPER CARTON

DIPLOMA IN SECRETARIAL SCIENCE

BACHELOR OF (HONS) HUMAN RESOURCE
MANAGEMENT

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 INTRODUCTION

Marketing is the process by which companies create value for customers and build strong
customer relationships and create customer value in order to capture value from customer in return.
Marketing should have a new sense of satisfying customer’s needs.
To achieve the goals company must have their own marketing strategies. They also must plan
the details of marketing mix. The marketing mix is the set of controllable tactical marketing tools
that consists of product, price, place and promotion that the firm blends to produce the response it
wants in the target market.
The objective in this assignment, every student must learn more about place and promotion
of the product and the origin of the company we choose to research. And we were given a task to
choose two company, which is Brick and Mortar Company and Online Company to make a
comparison between their product and price.
The company I choose for brick and mortar is De’xandra while company for offline business
is Victoria Secret. I have tried to cover the place and promotion of the product company and brief
history of the company, and objectives of the company. This brief history and other sub heading
under company background is compulsory to be understood and researched well as they form the
basis for marketing plan of the company.

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 BACKGROUND OF COMPANY (BRICK AND MORTAR)

De'xandra is malaysia’s no. 1 fragrance and the top perfume producer and have garnered several
awards for the stellar quality of their products. With over 19,000 registered resellers nationwide,
they become a household name and the perfume of choice for many Malaysians.

WHAT IS DE'XANDRA?
Derived from the Greek name Alexander, Xandra is the feminine version which carries the
meaning “defender of mankind”. This characteristic is the essence of our aspiration to help people
from all walks of life
become more successful by giving them a way to discover their best potential with our perfumes
and our entrepreneurial programmes.

Entrepreneur Ernayanee Nur Julaimi Founder Of De’xandra. De’Xandra is one of the most
successful brand in the country raking in RM400,000 worth of sales in the first year of its
inception, and today, millions in RM net profit.

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De’xandra manufactures more than 3 types of products i.e. men’s perfume women’s perfume and
air freshener.

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 BACKGROUND OF COMPANY (OFFLINE)

Victoria's Secret is an American designer, manufacturer, and marketer of women's lingerie,

womenswear, and beauty products. The company was founded in 1977 by Roy and Gaye
Raymond.The company is now the largest American retailer of women's lingerie.

VICTORIA’S SECRET TIMELINE

17'-
77'-81' 82'-83' 90'-06' 07'-16' present

1977- founded 1982-Victoria's 1990-Victoria's 2007-Wexner 2017-The

by Roy Secret had Secret faced a promoted company
Raymond, and grown to five gap in discontinued its
Sharen Jester
his wife, Gaye stores, a 40-page management Turney from use of a print
Raymond catalog, and was that led the the Victoria's catalog and
grossing $6
1981- Take company to be Secret catalog dropped
million annually.
name "Victoria" plagued by and online certain
after Queen 1983- Wexner persistent units to lead categories of
Victoria of the revamped quality clothing such as
the whole
UK to associate Victoria's problems. company. swimwear.
with the Secret's sales Sales revenue
refinement of model. He 1999- aimed to 2008- she continued to
the Victorian discarded the increase its acknowledged
era. stagnate and
money-losing coverage with "product
model of selling drop in early
the Body by quality that
lingerie to male 2017.
Victoria brand. doesn't equal
customers and
the brand's 2018-it was
replaced it with 2006-1,000
hype announced that
one that focused stores across the
on female United States CEO Jan Singer
customers. had resigned
amid declining
sales

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De’xandra manufactures more than 3 types of products i.e fragrance, bath & body, and lip

 FRAGRANCE

Perfume Roller Balls Gift Set

 BATH & BODY

Naked body Care Bombshell Body Body Lotions

 LIP

Get Glossed Total shine addict Pout Perfectors

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 PLACE STRATEGY OF COMPANY

What is place strategy?

Place is includes company activities that make the product available to target customer. It is very
important because customers want the product and service to be as conveniently available as
possible. So, companies must taking care about their channels, coverage, locations, inventory,
transportation and logistics. Place strategy plays a fundamental role in the marketing mix of a
product or service. Place strategy outlines how and where a company will place its products and
services in an attempt to gain market share and consumer purchases. This component of the 4Ps
is sometimes referred to as the distribution strategy and may include stores, both physical and
online, and any other means by which the company can reach customers.
Distribution Channels and Examples
To determine which distribution method is used, the company must understand the needs of the
consumer and determine which avenue provides the best ability to put the product or service in
front of the potential buyer. Here you can see the main distribution channels we commonly see in
the marketplace.

i)
Producer Wholesaler Retailer Consumer

ii)
Producer Retailer Consumer

iii)
Producer Consumer

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 PLACE STRATEGY OF COMPANY (BRICK AND MORTAR)

The distribution site online is De’Xandra website (www.dexandraperfume.com.my) shopee,

lazada, instagram, whatsapps and many.

Shopee Lazada

Instagram Website De’Xandra

Picdeer Pinterest

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Distribution Strategy
i) Producer Retailer (online) Consumer

ii) Producer Consumer

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 PLACE STRATEGY OF COMPANY (OFFLINE)

In Malaysia there are more than 10 Victoria's Secret stores such as Midvalley, Pavillion, Sunway
Pyramid, The Curve, Johor Premium Outlet, Dataran Pahlawan Melaka and Nu Sentral.

Sunway Pyramid Gurney Paragon Mall Penang

Dataran Pahlawan Melaka Johor Premium Outlet

KLIA Satellite Terminal

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Distribution Strategy
i) Producer Retailer Consumer

ii) Producer Consumer

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 PROMOTION STRATEGY OF COMPANY

What is promotion mix?

The specific blend of promotion tools that the company uses to persuasively communicate
customer value and build customer relationships.
i) Advertising – Any paid form of nonpersonal presentation and promotion of ideas, goods or
services by an identified sponsor. These types of advertisements are:
 Print Advertising: Newspaper, magazines, & brochure advertisements, etc.
 Broadcast Advertising: Television and radio advertisements.
 Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
 Digital Advertising: Advertisements displayed over the internet and digital devices.
 Product/Brand Integration: Product placements in entertainment media like TV show,
YouTube video, etc.
ii) Sales promotion – Short-term incentives to encourage the purchase or sale of a product or a
service. There are many methods of sales promotion, including:
 Money off coupons – customers receive coupons, or cut coupons out of newspapers or
a products packaging that enables them to buy the product next time at a reduced price
 Competitions – buying the product will allow the customer to take part in a chance to
win a prize
 Discount vouchers – a voucher (like a money off coupon)
 Free gifts – a free product when buy another product
iii) Personal selling – Personal presentation by the firm’s sales force for the purpose of engaging
customers, making sales, and building customer relationships.
 Sales presentation
 Trade shows
 Incentive program
iv) Public relations (PR) – Building good relations with the company’s various publics by
obtaining favourable publicity, building up a good corporate image, and handling or heading
off unfavourable rumors, stories and events.
 Press release
 Sponsorship
 Events
 Webpage
v) Direct and digital marketing – Engaging directly with carefully targeted individual consumers
and customer communities to both obtain an immediate response and build lasting customer
relationships.
 Mail / email
 Catalog
 Online
 Social media
 Mobile marketing

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PROMOTION STRATEGY OF COMPANY (BRICK AND MORTAR)

i. ADVERTISING

Advertisement on television

Advertisement on Instagram

Advertisement on newspaper

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ii. SALES PROMOTIONS

Promotion and voucher

Promotion

Buy 2 free 1 freshener

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iii. PUBLIC RELATIONS (PR)

Webpage of De’Xandra

Event at PWTC

Event Grand Final Lefest Tour at Melaka

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 PROMOTION STRATEGY OF COMPANY (OFFLINE)

i) ADVERTISING

Advertisement at YouTube Channel

Pamphlet of Victoria Secret fragrance

Banner at store of Victoria Secret

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ii. SALES PROMOTIONS

Buy 3 Get 2 Free

Up to 50% off at all store of Victoria Secret

Free sheet Mask

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 CONCLUSION

In conclusion both companies are having successful company that strongly customer focused
and heavily committed to marketing. This company share a passion or understanding and
satisfying the needs of their customers in well-defined target markets. This brand success is a
result of continuous and aggressive innovations that have been implemented on behalf of their
customers. Customer satisfaction is their number one value. And also, both companies have the
different way of producing product and how they promote their product which is De’Xandra
involved in many events held in Malaysia such as Event Grand Tour at Melaka and MissFit at
PWTC. De’Xandra is more about perfume for men and women and De’Xandra have many types
of flavour such as Olivia, Lady Rose and Marilyn. But Victoria Secret more do a promotion in
their store such as give 50% off for all product and give a free gift for those who buying their
product.

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