Individual assignment Watson PDF

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MKTDIGITAL MARKETINGINDIVIDUAL ASSIGNMENTPREPARED BY : Aina Shazreen Mohd Mesron(2019583651)PREPARED FOR : Dr Md Nasar HussinGROUP : BA242 4FSUBMISSION DATE: 17th April 2020TABLE OF CONTENTNo. Content Page Acknowledgment 3 Introduction 1 Definition 1 History of Watson 1 Product marketing through Wat...

Description

MKT558 DIGITAL MARKETING INDIVIDUAL ASSIGNMENT

PREPARED BY

:

Aina Shazreen Mohd Mesron (2019583651)

PREPARED FOR

:

Dr Md Nasar Hussin

GROUP

:

BA242 4F

SUBMISSION DATE:

17th April 2020

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TABLE OF CONTENT No.

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Content Acknowledgment Introduction 1.1 Definition 1.2 History of Watson 1.3 Product marketing through Watson Consumer Profile: Classification Variables 2.1 Age 2.2 Gender 2.3 Income 2.4 Product range Consumer Profile: Character Variables 3.1 Beliefs 3.2 Attitudes 3.3 Intentions Impact of macro-environment to Watson 4.1 Political impact on Watson 4.2 Economic impact on Watson 4.3 Social impact on Watson 4.4 Technological impact on Watson 4.5 Legal impact on Watson 4.6 Environmental impact on Watson Conclusions

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References

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Page 3 3 4 4 5 6 6 6 7 8 8 9 10 10 10 10 11 11 11 12

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Acknowledgement I would like to express my special thanks of gratitude to my lecturer, Dr. Md Nasar Hussin who gave me the golden opportunity to do this wonderful project for my individual assignment, which also helped me in doing a lot of research and I came to know about so many new things. I am really thankful to them.

Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing this project within the limited time frame. Any attempt at any level cannot be satisfactorily completed without the support and guidance of my parents and friends.

Thank you.

1.0Introduction

Simple Skincare which owed by Unilever is a British brand of soap and skincare products that focused on sensitive skin. Unilever has successful owned Simple since 2010. In 1960, Albian Group was created this brand and in the late 1980s the company has been bought by Smith and Nephew. In June 2000, Accantia has been the new owner of Simple brand. Simple Health & Beauty Group Limited has been changed by Accantia and in September 2010, Unilever has become the new owner of Simple brand until now. Simple Skincare successfully expanded the worldwide business to more than 15 countries, including Canada, Norway, Singapore, Taiwan, Netherlands, Portugal, Sweden, Malaysia, Australia, New Zealand, USA, Republic of Ireland, Philippines, Brazil, Argentina, Uruguay, Thailand and Germany.

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1.1 Definition Simple Skincare known as sensitive skin expert. Simple will always make sure that any product they manufacture is produced from legal and safe ingredients. Simple has a wide variety of facial cleaners and each network contains its own materials and effects. Some of Simple facial wash range are Spotless Skin Triple Action Face Wash, Kind to Skin Refreshing Facial Wash, Regeneration Age Resisting Facial Wash, Kind to Skin Moisturising Face Wash, Water Boost Micellar Facial Gel Wash and Clear Skin Oil Balancing Exfoliating Wash. Simple facial wash does not contain any artificial perfume, colour or dye, harsh chemicals and no soap. Most of all the facial wash enriched with Pro-vitamin B, vitamin E and also triple purified water which perfect for even the most sensitive skin.

1.2 History of Watson Watsons Personal Care Store was established in Hong Kong, in 1841. Watsons is the largest health care and beauty care chain store in Asia with over 15,000 stores in 24 markets. As became the largest health and beauty retailer in Asia, Watsons presently running over 6,800 stores and over 1,500 pharmacies in 12 Asian and European markets, including China, Singapore, Thailand, Malaysia, the Philippines, Indonesia, Korea, Turkey, Ukraine, Hong Kong, Taiwan and Macao. Today, Watsons operated more than 350 stores in Malaysia successfully and served more than 50,000 customers per day. Every year, more than 5 billion consumers and members shopped through their outlets and channel with their 12 retail brands. Each day they aspire to develop a strong international consumer networking network and portal as their mission is to give their customers a smile on their faces. As the result, Watsons awarded more than 200 awards around the world. For example, in Malaysia, they able to won more than 30 awards such as No.1 Online Shopping Site in Malaysia, Malaysia Effie Awards (Retail Category)- Silver, Marketing Excellence Awards 2019 Excellence in TV/Video Advertising- Gold and some more throughout 2019.

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1.3 Product marketing through Watson Wikipedia stated that marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large", (Wikipedia). Over the years, Watson expanded steadily in their business and now they already have more than 4,000 stores around the world. Yet, Watson will continue to challenge themselves by expanding their business by provide a lot of attractive marketing either through physical stores or website. As a drug store which focused more on women, Watson website loved to make sale up to 50% on skincare products. In this situation, as a customer who want to purchase in bulk but in the lowest price, they will choose to make purchasing power during the promotion. Moreover, all product listed on the website were fully organized according to the brands, sales or promotion and categorized into skincare, personal care, cosmetics and some more. It would help and easy the customer to make transaction through a good organization. Additionally, discounts can also be accessed via the website which has become the member. Thus, this would encourage people to become a part of Watson. Lastly, if a person wants to become a member of Watson, they can choose either want to be VIP or Elite groups which will get different kind of benefits. For VIP, they will enjoy more than five benefits such as lifetime membership, health rewards, specialty during your birthday moths and some more. Last but not least, Elite groups will enjoy exclusive invitation to Watson special events, priority services, enjoy additional bonus points and some more.

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2.0 Consumer Profile: Classification Variables 2.1 Age Humans can be categorized into several stages according to their age. Those who need a specific facial cleanser are from the teens (12 to 18 years old), followed by the young adults (18-35 years old) and the middle-aged adults (36 to 55 years old). Adolescents or teenagers are the category that causes skin issues more quickly. When the skin system matures, teenagers enter a new world of skin care problems. More than 85% of teenagers have this common skin problem, which is marked by clogged pores (whiteheads, blackheads), painful pimples, and, sometimes, hard, deep lumps on the face, neck, shoulders, chest, back, and upper arms. Yet, the regeneration of skin cells decreases as early as 20s. Moreover, around the age of 30s, their skin experiences a decrease in oil production, particularly after menopause and thus encourages the appearance of freckles. Thus, with the wide range of facial wash produced by Simple Skincare, it will assist with any issue faced by the consumers.

2.2 Gender Characteristics of male skin are different from female skin which sometimes need a different treatment. For instance, male skin leans to be oilier than females because of the testosterone and regular shaving stimulates the skin and can cause inflammation which makes the skin more sensitive and reacts more quickly. Nonetheless, Simple facial wash can be used by both men and women. This is because the ingredients used to produce Simple products are from safer ingredients, sources and have been verified by dermatologists.

2.3 Income Income level is one of the most targeted people in market. For those who are higher income level able to purchase any kind of products or brands whether local or import products. Simple can compete the other brand because everyone can purchase their product especially lower income level. At this point, people who are in the range of lower income able to used and experience international product at lower and reasonable price plus with a good ingredient.

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2.4 Product range Good skin has four main types which is regular, dry, oily, and mixed skin. Skin type is genetically determined. However, the condition of our skin can vary considerably based on the specific internal and external conditions to which it is exposed. As Simple has six range of facial wash, this can attract people to buy their products. For example, Kind Skin Moisturising Face Wash is suitable for those who have dry skin. This facial wash, help in moisturise the skin, 100% soap-free face wash softly washes away the make-up and impurities, leaving hydrated, smooth and replenished sensitive skin look.

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3.0 Consumer profile: Character Variables 3.1 Beliefs Beliefs is a subjective trait that is considered to affect customer behaviors, participating in the purchasing decision process. Watson is one of the most popular drug stores to consider with a secure product. As well as strong quality selection, every customer trust that every item sold at Watson follows the same expectations. Therefore, people believe that any items they purchase is authentic, safe and secure. For the products such as Simple facial wash, customer believes purchased either walk in or through the website are exactly the same thing. People believe that Simple facial wash with their good ingredients suitable for those who have sensitive skin because of the Good Manufacturing Product (GMP).

3.2 Attitudes Attitudes can be known or see after a person use a product. Thus, those people who used Simple facial and it gives them a good result such as moisturize their skin well, reduce the redness, and suit well to their sensitive skin will recommend it to other people. Through the review, we able to see good attitude of a consumer when they repurchased the products. For other example, those customers give a good feedback and recommend to other people to try the product that he or she used before for those who faced the same problems.

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3.3 Intentions Basically, purchase intention represents to what consumers think they will buy (Blackwell et.al, 2001). For those who has intention to buy a suitable facial wash for their sensitive skin, they will choose to buy Simple Kind to Skin Refreshing Facial Gel Wash. This is because this facial wash is 100% soap-free that suitable for those who have a sensitive skin and help in removes dirt, oil and impurities.

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4.0 Impact of macro-environment to Watson 4.1 Political impact on Watson A country’s political stability is crucial to a stable economy. Changes of government in a country will drive a country to political instability. Thus, it will impact business online and offline in the country. Government changes can jolt both online and offline business. This is because a change in government will lead to changes in their rules, policy, laws and tax payments. Watson markets a range of brands and products in their website will face a reduction in stock. Thus, political stability is a major factor in the success of a firm.

4.2 Economic impact on Watson Economic is very important for a business. The economic environment will affect both the performance of the company and the decision-making process of the customer. Moreover, bad economic of a country will also impact the import and export of the country. Due to bad economic in a several countries, it will increase unemployment rate thus, people will limit their purchasing power. Watson website will also be affected by reducing in number of customers and will lead to decrease in revenue.

4.3 Social impact on Watson Consideration must be given to the effects that the goods and services the businesses carry to market have on society. Some aspects of the manufacturing cycle or all products or services that are detrimental to humanity will be omitted to demonstrate that social responsibility is accepted by the business. Watson which is one of the most well-known business in health and beauty industry has a good perception by their customers. As a result, during covid-19 people prefer to purchased more on hand sanitizer and mask through their website.

4.4 Technological impact on Watson The enhancement of technology provided by the Watson website allows them to provide their clients with a reliable service. A good management and organization of the recent technologies that Watson’s website used, help their customers quickly and easily browse then purchased every product and brands. This will also have a positive effect on their website, which will contribute to their market being improved.

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4.5 Legal impact on Watson A stable legal structure is necessary if any company is to thrive. Thus, a country must have a stable and working legal framework and regulations that support consumers as well as producers equally. For Watson, they have restricted and limited in their operation where only safe and good products marketed by them. Products that contain excessive ingredients and chemicals are not permitted to be sold in their stores and website.

4.6 Environmental impact on Watson Green issues in the world today play a significant part in marketing. Many of all the governments around the world have been concerned about green marketing practices which they have sought to control. Watson have enhanced their day-to-day business. Now on, they began becoming environmentally conscious as they decided not to supply their consumers with plastic bags. In addition, they also offer products which contain recycled and biodegradable materials such as Simple Skincare.

5.0 Conclusion In conclusion, each product has its own advantages which drive buying customers. As a Simple Skincare as a strong brand in market has high quality of products and affordable to everyone. Marketing and modern technology is such a great combination and creating a new platform for every brand to known well their potential customer. People nowadays are preferred more on online purchased rather than walk in store. Thus, website is one of the best platforms for a customer to make purchasing power.

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6.0 References 1. Simple Skincare - Homepage. (n.d.). Retrieved from https://www.simpleskincare.com/my 2. (n.d.). Retrieved from https://www.watsons.com.my/ 3. Sinrich, J. (n.d.). How Your Skin Changes in Your 30s-and What You Can Do About It. Retrieved from https://www.self.com/story/skin-care-routine-30s 4. Derrick, J. (2019, November 13). Every Woman Over 50 Should Know About These 14 Skin Care Tips. Retrieved from https://www.byrdie.com/skincare-tips-every-woman-over-50-should-know346965 5. Kids & Skincare - What's Appropriate at What Age? (2020, April 15). Retrieved from https://library.essentialwholesale.com/kids-skincare/ 6. Wolfgang, S. (2019, October 9). The Difference Between Male and Female Facial Cleansers. Retrieved from https://www.reviewthis.com/male-female-facial-cleansers/ 7. Macro Environment - Political-Legal and Social Environment: Concepts. (2019, September 4). Retrieved from https://www.toppr.com/guides/commercial-knowledge/businessenvironment/macro-political-legal-social-environment/ 8. Micro and Macro Environment Factors. (2020, February 6). Retrieved from https://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-macroenvironment-factors-on-marketing/ 9. Watsons. (2020, April 16). Retrieved from https://en.wikipedia.org/wiki/Watsons 10. Our Achievements. (2019, January 30). Retrieved from https://www.aswatson.com/ourcompany/our-achievements/#menu-watsons_malaysia 11. Simple Skincare. (2020, January 13). Retrieved from https://en.wikipedia.org/wiki/Simple_Skincare

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