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MKT (Marketing Environment)
Principles and Practice of Marketing Mix (MKT420)
Universiti Teknologi MARA
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FACULTY OF BUSINESS AND MANAGEMENT
BA243 - BACHELOR OF BUSINESS ADMINISTRATION (HONS.) HUMAN
RESOURCE MANAGEMENT
MKT420 - PRINCIPLES AND PRACTICE OF MARKETING
ASSIGNMENT 1
MARKETING ENVIRONMENT ANALYSIS
(NAELOFAR HIJAB)
PREPARED BY:
PREPARED FOR:
DR SUHAIDA HERNI SUFFARRUDDIN
TABLE OF CONTENT
1 INTRODUCTION
1 Background of company
1 Background of founder
1 Vision and mission
2 MICROENVIRONMENT
2.1 The company
2.1 Marketing intermediaries
2.1 Competitors
2.1 Public
2 MACROENVIRONMENT
2.2 Demographic environment
2.2 Economic environment
2.2 Cultural environment
3 ANALYSIS
3 Impacts of Marketing Environment
3 Company respond to the Marketing Environment
4 Recommendations and Conclusion
References
1 Background founder of Naelofar Hijab
Noor Neelofa binti Mohd Noor better known as ‘Neelofa’ or even “Lofa” was born on 10 February 1989 at Pasir Mas, Kelantan. She’s the third child from nine siblings. At 2010 Neelofa entered a beauty pageant competition and was crowned as Goddes of Youth (Dewi Remaja). She’s got all A’s in UPSR, PMR and SPM. She holds a bachelor degree International Trade and Marketing in Sunway College Selangor.
Neelofa is Malaysian celebrity, model, actress, personality TV, host and entrepreneur with more than 6 million followers on Instagram and the number steadily increasing day by day. At 2019 Neelofa was chosen to be the face of Swarovski jewellery. Besides that, she’s also the first hijab wearing celebrity to be the ambassador of beauty brand Lancome and shatters all the stereotypes.
Neelofa was named the most successful celebrity entrepreneur in Malaysia even though she had many controversies but she managed to overcome it. In 2017, Neelofa made it to the “Forbes 30 Under 30 Asia” list when she became a household name and a global brand.
1 Mission and Vision
Intend to be the leading and icon hijab brand not only in Asia but also globally with the best online and offline stores. Naelofar Hijab also has a high vision of being a seller and distributor of contemporary and simple Muslim clothing. But it still emphasizes the aesthetic values and cultural needs of Muslims in Malaysia.
NH also aspires to become an online business, highlighting true Islamic values and taking into account quality without ignoring the latest trends and also emphasized and practiced a system of sale and investment based on Islamic teachings.
Every hijab chosen for display by NH should provide an elegant, comforting and up-to- date taste of the contemporary Muslim fashion. Naelofar hijab also desire to preserve, obsession to conserve, dream to make a difference. In addition, wish to create new trend of hijab that are unique and original.
2.1 Marketing Intermediaries
Resellers
Since Neelofa launched her products in 2014. Till now, NH has more than 500 agents and stockist to keep up with a demand. There are many boutique and vendors selling Naelofar Hijab to be closer to their customers.
Physical distribution firm
Naelofar Hijab warehouse located at Ampang, Kuala Lumpur. Most of online orders via website will be post out their products directly from warehouse to the customers. Meanwhile, the flagship store located in Kuala Lumpur, capital of Malaysia.
Marketing services agencies
Naelofar offer a great variety of hijab styles in order to fulfilled their customer needs. During her acting and hosting job really help Neelofa to promote her new collection to an audience. For example, when she was acting in drama “Suri Hati Mr” along with her co star Fattah Amin, she donning her latest collection call “Lady Warda” and “Queen Warda” inspired by her character. She wearing her hijab almost every scenes and episodes. This collection has captured many hearts of her fans and at the same time it has boosted the demand of the collection. This collection also always sold out because of the good impact from the drama.
Financial intermediaries
Financial intermediaries are important to Naelofar Hijab because it to ensure financial transaction, assistance and insurance coverage for the McDonald’s business to operate normally.
2.1 Competitors
Naelofar hijab ready-made design with a new revolution. NH often facing an issue with a market that plagiarized her hijab design and sell a fake hijab at night market or bazar. However, Neelofa and her team always come up with a new design every season. So her brand is not overtaken by them and Naelofar hijab keep faster than plagiaristic.
Naelofar Hijab started to sell her instant shawl at their website and booth or bazaar. Since this shawl launched at 2014, it was instantly hit and stockist or agent appointed to handle the increasing demand of their shawl and hijab. Besides online sales, there are many boutiques or vendors in Malaysia that sells Naelofar Hijab in order to stay close to their fans and loyal customers. Currently there are more than 500 stockists. Meanwhile, Naelofar headquarter located in Kuala Lumpur, Malaysia.
Neelofa and her team also revolutionize and simplify modest fashion, NH shawls are very easier to wear and practical. Simple but nice is definitely the key of element. In prospect, NH collection suitable with all ages, from teenager to women and mature women. These are many reasons why Naelofar Hijab stand out the most compared to their competitors. Such as, Ariani, Sugar scarf and Duck scarves. For instance, the latest numbers of Naelofar Instagram page is about 724k that spearheading other hijab brands.
NH offered a variety design of hijab such as shawl, semi instant shawl and square hijab. The price is very affordable with the best quality use, range between RM50-Rm which are very affordable and accessible. All NH products use high quality material (satin silk and premium chiffon) and ensure the satisfaction of customers.
- Floral Lorea Collection (April 2020)
2.1 Public
Local Public
It was reported that the CSR (Corporate Social Responsibility) initiative was jointly lead by Neelofa and the Neelofa Team, a group formed by Neelofa’s fans. The initiative also creates a support from the Department of Social Welfare and other organisations. Neelofa and her team have carried out CSR activities similar to this throughout last year.
General public
AirAsia and spearheading hijab brand Naelofar Hijab has revealed a special collaboration with an exclusively designed hijab for the airline’s female pilots, Beginning June 2017, muslim female pilots from AirAsia and AirAsia X will doning the white Naelofar Hijab that is specifically tailored to meet their workday needs.
2.1 Customer
Naelofar target customer is a women age from 18-60 years old. Its shows Naelofar hijab collection is not only focused on young generation but cater all types of women from Generation Z to Baby Boomer.
realesed a new collection it will take such a short time to sold out. Neelofa and her team keep trying to release hijab collection with different pattern and in term of the quality of the fabric materials (such as wool chiffon and satin silk), the color selection (Naelofar Hijab mostly use pastel colors) and the usage of Crystalline or Swarovski diamond on the fabric that differentiate Naelofar Hijab with other hijab brands. They will ensure that all the design can be used from teenagers till old age group.
2.2 Cultural Environment
A cultural environment is a set of beliefs, practices, customs and behaviours that are found to be common to everyone that is living within a certain population. Cultural environments influences the way that every people develops, promote ideologies and personalities. For example, Naelofar Hijab has produced three types of hijab collections such as square, long shawl, and turban because each of customers has different personality and preference where not every women like wearing square but some of them maybe like wearing long shawl or turban. To dominate a large market, Naelofar Hijab has released new hijab collection, Turban because the founder knows that to capture attention and the hearts of international consumers ; she should design an elegant, modern,simple and comfortable hijab concept that can be adapted by their lifestyle.
3 Analysis
3 Impacts of Marketing Environment
- Explain what are the impacts of marketing environment towards the company marketing strategy?
A marketing environment affects a company marketing strategy because their relationship with customers or consumers means everything to their marketing strategy. .And vice versa, if you're in good standing with your customers, keep up the excellent work, and maintain that relationship.
3 Company Respond to the Marketing Environment
- Explain how did the company respond to the marketing environment?
Naelofar Hijab respond to the marketing very well. As we can see how Neelofa and her team keep released a new hijab collection every month in order to fulfilled their customer desires and demand. It is shows how they appreciate their loyal customer. Besides that, Neelofa also make collaboration and designed a hijab exclusively for Air Asia female pilots. Neelofa is the first hijab company in Malaysia to do so which is very impressive.
- Give your opinion, why the company needs respond to the marketing environment changes?
The company should respond to the marketing changes to keep up with the fast paced technology so that their brand is not left behind. In order to sustain in this industry the company should take notice what is their consumer demand.
References
Journal
- Ismail Nur Fatin Afiqah (2018) “An Analysis of Market Segmentation (Naelofar Hijab‟s Brand)” International Journal of Business and Management Invention (IJBMI), vol. 07, no. 04.
MKT (Marketing Environment)
Course: Principles and Practice of Marketing Mix (MKT420)
University: Universiti Teknologi MARA
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