FUNDAMENTALS OF

MARKETING
MKT243

PREPARED BY:

NAME STUDENTS ID GROUP

Diyanatul Madihah bt Abdul Shukor 2013283594 A4AC1105A

Nurul Aiman Ilyani bt Razlan 201381738 A4AC1105A

Siti Hasmiza bt Abdullah 2013634172 A4AC1105A

Norashikin bt Mohd Nor 2013812264 A4AC1105A

SUBMITTED TO:

MADAME RIZA EMIFAZURA BINTI JAAFAR

DATE:

SEPTEMBER 15, 2015

2
2.0 Executive Summary

The report was commissioned to examine a new market space for Hijab

online and at the same time giving us opportunity to integrate our knowledge and to

learn on how the existing company brand enter and growing in the real world

marketing plan. We have decided to choose Diya Adeena for our deep analysis on

marketing opportunity for hijab online business.

Diya Adeena is a rebranding from a previous online shop conducted by its

owner, Puan Nurul Hakimin bt Azizi. Diya Adeena offers wide range of products

comprise of hijab, abayas, jubah, skirt and blouse. However, their main and popular

product is hijab. They offer syariah compliance and beautiful altogether hijab that

reflects the name of the business itself, Diya Adeena which bring definition of shining

and obedient. We can say that their product is differs from other competitors as they

handpicked the material for hijab themselves and design it based on their creativity.

Diya Adeena is located at Subang Bestari (U5/K), 40150 Shah Alam,

Selangor. The main reason in choosing the location is because it is near to shop lots,

housing areas and schools. Besides, there is no competition in that area, thus giving

them the advantage to stand out as the only boutique there. Diya Adeena uses direct

channel of distribution to distribute the products. They focus more on online shopping

because it is easy to reach the consumer widely and less cost is used. Major

promotion that they used is advertisement through social media. This is the most

effective tool for promotion. They use Facebook and Instagram as medium of

advertisement to reach new potential consumers efficiently.

Diya Adeena is concern to get the highest sales in a month. They set the

pricing based on cost price and environmental factor on pricing decision to make

their product affordable to purchase by customers.

3.0 Table of contents

No Content Page
4.0 Introduction 4-5
5.0 Situational analysis 6-10
6.0 Marketing plan

6.1 Customer base 11-15

6.2 Marketing mix
6.2.1 Product decision
6.2.2 Place/distribution decisions
6.2.3 Promotion decision 16-21
6.2.4 Pricing decision
22-24

25-27

28-31
7.0 Summary 32-33
8.0 Appendices 34-40
9.0 References 41
4.0 Introduction

Our group decided to choose Diya Adeena Boutique located at Subang

Bestari as our research for new market space (marketing opportunity) for Hijab

Online. This is because we see potential in this company to stand out like other well

known boutique.

Diya Adeena is established in 2014 as a result of rebranding from an online

shop named the Pink Octopus Shop which the owner, Puan Nurul Hakimin Binti Azizi,

created on Facebook in 2010. 4 years later, Puan Hakimin register a company under

SSM named Diya Adeena Boutique. Maturity brings Puan Hakimin to new

perspective in life and also new sense in fashion. Pink Octopus Shop no longer

suitable with the new fashion she wanted to sell at that time. Puan Hakimin wanted a

new name for her online shop and entirely new face for the shop. As she was a

student at the time she conducted Pink Octopus Shop, the shop focuses only on chic

fashion and the targeted customer was university student. Now, Diya Adeena is a

whole new look that carries a heavy mission which is to help women out there no

matter of what age or status to be able to wear something that is Syariah compliance

and at the same time look beautiful.

Diya Adeena offers wide range of Hijab, which is their main product and

Muslimah attire comprises on Abayas, Jubah, skirts and blouses. Apart from clothing,

Diya Adeenas team members are working hard on two new projects to vary the

services of Diya Adeena because they love to venture in new ideas. The first project

is Diya Kushboo. Kushboo derived from the Hindi word that bring means fragrance in

which they will sell affordable, portable and long lasting perfume. Second project is

Diya Bites which focuses on selling desserts for their future boutique cafe.
 Starting on the date of commencement of Diya Adeena, the business is runs

by Puan Hakimin closest family members. For now, Diya Adeena staffs consist of 5

family members work together as Diya Adeena team. Recently they hired a new

manager for Diya Adeena Boutique in Subang Bestari.

 5.0 Situational analysis

Customer base

Syariah compliance Hijab concept of The length of the Hijab cannot satisfy

Diya Adeena is suitable for Muslim some of the customers.

The moderateness of the Hijab may
women in Malaysia.
less attract customers who are up to

date with the current fashion trend.

S W

SWOT Analysis

O T

The number of women whom wear

Customers from younger age more
hijab is increasing from time to time
attracted to buy hijab with different

styles and designs.

 Product decision S W

SWOT Analysis
The hijab selection made of The range of hijab offered does not

materials that are comfortable to come with sizes.

O T
Choices of hijabs do not vary as only
wear for long.
Raw materials areImitation
easier to
of find as can happen.
product
The products are simple yet look few designs offered.
The trend of hijab evolves so fast from
there are many suppliers.
presentable.
time to time from plain modest to highly

fashionable styles.

Place/Distribution decisions S W

SWOT Analysis

Diya Adeena does

O not have Twide
Diya Adeena Boutique is the one and only
distribution for their products.
boutique in Subang Bestari area. It may Subang Bestari, Shah Alam,
Subang BestariSelangor
is still a new and

have no competitors around. It gives Malaysia, centrequiet

of attraction.
area. So, So,forit is
thea time being,

advantages to them as the customers strategic place to

lotsstart
of a cases
new business
like robbery can

nearby will only look for them in order to since it has a potential
happentoinbe develop
that area

purchase Hijab

.
 Promotion

Diya Adeena Boutique used popular Does not have wide and variety of

social network as a medium for Now, there promotional

areOther
manyestablished
festivals and
strategies. online outlets are

promotion. events as platform to promote

promoting their through social
their products

products. network too.

S W

SWOT Analysis

O T
S W
Pricing decisions
SWOT Analysis

O T
Diya Adeena not focuses on profit but The status quo pricing strategy
Competitors can lower their prices
sees business as a good deed to help Consumers
may like
makeproducts
Diya with affordable
Adeena ignores
to attract customers as this market
women out there to wear syariah price. demand or cost or both.
offering getting wider.
compliance hijab.
The range of price of products offered

is affordable.
Discount is offered during celebration

like Hari Raya Aidilfitri.

6.0 Marketing Plan

6.1 Customer base

Target market

Marketing is the process by which companies create value for customers and

build strong customer relationship in order to capture value for customers in return

(Kotler and Armstrong, 2012).

Market is people with needs or wants and has the ability and willingness to

buy. In order to form a market, it must be composed of people (consumer market),

consumers needs and wants that can be satisfied by the product, consumers have

the ability to buy the products they seek, and lastly, consumers are willing to exchange

their resources (money or credit) for desired product. These are the important

necessities that need to have for forming a market.

Customer base is group of customers who continually purchase products of

the business and will bring profit to the business.

For Diya Adeena, there is no specific target because women of different ages

and background can wear their Hijab. Their products are moderate in both design and

colours so that they can make their product as daily basis attire and not something

that is too much eyes popper so that their customer can wear it on multiple occasions

without feeling that the Hijab is too revealing.

Bases for segmentation

Market segmentation is the process of dividing market into group that are

similar and identifiable in nature. There are five bases for segmenting consumer

market, which are geography, demographics, psychographics, benefits and usage

rate. For example, Guess target its customers based on people with high income.

Bases for segmenting consumer market for Diya Adeena is demographic.

Examples of demographic variables are age, gender, income, ethnic background,

occupation, education, religion, race and family life cycle. Diya Adeena divides its

market on the religion basis. Their guidelines are based on Islamic guidance in

choosing the right material, suitable cutting and by weighing the average income and

status for their customer. They also consider income segmentation as they sell their

product as affordable it can be to all types of income level.

Needs

Human needs are states of felt deprivation. They include physical (food,

clothing, safety), social (needs for belonging and affection), and individuals needs

(knowledge and self expression). These needs are basic part of the human makeup.

The aim of offering products to customer is to satisfy customers need. Diya

Adeena is trying its best in satisfying customers in terms of length and colours of the

Hijab. The length is suitable to those who like to wear Hijab that cover their chest and

varies in terms of colours of the Hijab. Their Hijab is also ready wear, ironless, pin

free, hassle free, cannot see through, and loose. It is suitable to customers who are

busy such as career woman and students that who likes to spend little time in sorting

up their Hijab.
Positioning Strategy

One of the characteristic of market segmentation is positioning. Position refers

to the placing of business products in customer mind. Diya Adeena believes that

customers loved to feel appreciated and there are many ways to win customers heart.

In order to do so, they put small gifts in their parcel upon delivering without telling the

customers and the surprise effect will make them remember the brand even more and

needless to say that the quality of the product itself must be good to satisfy them. In

addition to this, Diya Adeenas team also put up customers pictures on Facebook and

Instagram, to show their gratitude and a way of complimenting their customers. Other

conventional ways are to provide customers with companys name card and Diya

Adeena paper bag with every purchase. Customers love the idea and give good

response to their effort in making customers feel appreciated.

Promotion of Hijab online

Promotion is communication by marketers that informs, persuades and

reminds potential buyers of a product in order to influence and opinion or elicits a

response. While promotional mix is a combination of various promotional tools is

called the promotional mix which are consist of advertising, sales promotion, personal

selling and public relation.

Diya Adeena adopts advertising method in promoting their Hijab online.

Advertising is an impersonal one way mass communication about a product or

organization that is paid for by the sponsor or which the company is identified. Diya

Adeena advertises about their product in their Facebook and Instagram accounts.

This is the popular method use by many sellers as the media social plays an important
role in our daily life. People nowadays tends to use their hand phone to browse the

Internet hours a day.

Background of Customers

Diya Adeena customers is mostly working woman who wants to look good and

wear something beautiful and comfortable for long hours at work. Among these

customers, there are returning customers that considers as loyal customers of Diya

Adeena and Diya Adeena always show appreciation by giving free gifts or discount

when they purchase more. Indeed this is the effective way in making customers

repeatedly buy their products.

Complaints

Although Diya Adeena has try its best in satisfying customers need, there will

always be issue arise as it is hard to please everyone. The length of the Hijab cannot

satisfy some of the customers since humans come in different kind of shapes and

sizes. Also, the colours of Hijab on the online may be slightly different from what the

actual colour is. This is due to lighting of the studio when they photo shoot for the

Hijab online.
Suggestions

Diya Adeena should target its market specifically so that it can focus on the

need of the target market. For example, if the target market is youngster, they can

focus on producing Hijab according to youngsters taste and preferences. To make

Diya Adeena brand well known as other established Hijab brand such as Radiusite,

Aidijuma, Tudung People and other well known brand, they need to have of Hijab

product line that suits kids, teenagers and adults. They need to have product

assortment so that when consumers bring along their family for shopping at the

Boutique, they have everything that they want either for their parents, sisters, children

and even themselves.

Apart from using Facebook and Instagram as their medium for Hijab Online,

they could make a website for Diya Adeena to smooth their operations. When using

website, customer can know what colours of Hijab are left, quantity left and can just

place their order right away and straight away make online payment. This method is

convenient to both seller and buyers.

6.2 Marketing mix

6.2.1 Product decision

Introduction

According to Lamb (2011), a product may be defined as everything, both

favorable and unfavorable, that one receives in an exchange. It can be tangible good,

a service, an idea, or a combination of these things.

Types of product

Depending on buyers intention for a products use, product can be classified

into two categories either business product or consumer product. A business product

is used to produce other goods or services, to facilitate an organizations operations,

or to resell to other customers.

A consumer product is purchased to fulfill an individuals want. It can be

categorized on the basis of the amount of effort that is normally spent in the process

of shopping. Consumer product is divided to four categories that are convenience

product, shopping product, specialty product, and unsought product.

For a business that produces hijabs as their main product, Diya Adeena

provides shopping product as it distribute selectively and differ in aspect of style, price

and quality from its competitors. They choose to offer heterogeneous shopping

product to its customers. Heterogeneous shopping products are seen by consumers

to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between

these products are often quite difficult because they may have unique features and

different levels of quality and price.

 Diya Adeena offers a wide range of long and wide shawls as their major types

of Hijab to satisfy women needs nowadays that want to look beautifully syariah

compliance. The long and wide shawl measurement is enough to cover the back and

chest of a woman even plus size women can don it and still able to appear modestly.

Since the pin free and instant hijab are selling like hotcakes in the market, Diya

Adeena do not want to be left behind. They also follow the recent trend to fulfill the

their consumers demand that want to save time to wear hijab.

Product items and product lines

The hijab assortment that offered by Diya Adeena is comprises of instant

shawls, shawls and square scarves. These are the product lines of Diya Adeena. A

product line is a group of closely related product items.

For instant shawl, they have Safiyya instant shawl, Lina instant shawl,

Khadeeja instant shawl, Sauda glitter instant shawl and Aisya pinless instant shawl.

Shawls include Lulu shawl, Reya shawl and Butterfly shawl. Square scarf with beads

is the product in their square scarves line. There are different choices of colors for

each product item for customers to suit their taste.

Product attributes

The main product that they bring to the market is the instant shawl. It is ready

to wear, ironless, hassle free, pin free and solat ready. It is very suitable for customers

be it career women or students that want to look presentable and ready to go at the

same time as the instant hijab enable the wearer to put it on in a minute without

needing to style and fiddle around it with pins. It is also convenience for customers

who want to perform prayer in their outfits, as it is long enough to cover the chest part

and the back part.

 The materials used are very comfy to wear for long hours. One of the materials

used for production of shawl is moss crepe. It is soft to the touch, comfy and airy. It is

also ironless. One of their shawl, Butterfly shawl comes with oblong shape and wavy

ends while Lulu shawl made of chiffon is oval ended with wide coverage and easy to

style. This shawl is one of customers favorite because all of the attributes mentioned.

As we know, there are too many competitors with this market offering. Diya

Adeena hires their own tailors that will guide and present them new design and they

will decide on the material and amendments on the design together to make it better.

They use materials that are personally picked by Diya Adeena Team to make their

product differ from other competitors. Thus the risk of having the same style with other

competitors is very low. With this attribute, Diya Adeena creates competitive

advantage for its business.

Supply of hijab material

As for the time being, Diya Adeena get the supply of their Hijab materials from

Jakel, one of the best suppliers that they had. They are satisfied with Jakels service

as their staffs are very friendly and helpful in assisting them during material hunting to

serve the best for Diya Adeenas customers.

Branding

Branding is the major tool to distinguish their products from those of the

competition. Diya Adeena is the brand name for this company. This name is a

combination of Arabic words. Diya means shining while Adeeya means righteous and

obedient. This implies the products itself that are syariah compliance for Muslim

women to cover their aurah properly as it is an obligation from Allah for them to obey.
Packaging

For the packaging of Diya Adeenas product, they use black colored paper bag

to contain the product and as a way to protect it. Diya Adeenas logo is written on each

of the paper bag together with the phone number, Instagram name and Facebook

name at the bottom side of the paper bag. It is to encourage customers to make

repurchase and it is easier for them to search social site of Diya Adeena to keep

updating with their new products.

For online purchase, the hijabs ordered will be wrap in plastic before be

posted. It is to make sure the hijabs arrived safely to the buyer with no damage or

defect.

Warranties

If there are any defects found, customers can return the product. However,

they do not refund if the customer is unsatisfied with the purchase. In order to avoid

misunderstanding among customers, they highlight in their advertisement that the

color seen in ads may differ to the real color due to studio lighting during photo shoot.

Building customer relationship

According to Kotler and Armstrong (2012) marketing is the process by which

companies create value for customers and build strong relationships in order to

capture value from customers in return.

 Diya Adeena builds customer relationship with their customers by using

Facebook and Instagram to provide daily updates on their products by posting all the

necessary information such as prices, pictures and also suggested mix and match for

their customers to style and don the products. Besides, they use Youtube as a

platform to guide customers on how to style their Hijab by uploading videos on various

hijab tutorials. With all of these methods, they feel closer with their regulars. For any

inquiries, customers can reach them through Whatsapp

Handling customer service

In handling customer service, Diya Adeena team try their best to provide fair

solution to any problems that they encounter as soon as they receive any complaints

from customers. It is because customers are their first priority. They make sure every

question asked on every social media is answered with fast reply by the admin that

handle all those accounts.

Return policy

Diya Adeena provides return policy as long as the goods are in a good

condition and come with proof of purchase for customers to experience the ultimate

satisfaction when donning their products.

Suggestions

Diya Adeena should produce hijabs with choices of size so that it is put and

suit the wearer nicely thus customer will be more satisfied with their hijab offerings.

They also can come out with variety of design not only with choices of colors. Some

has a perception that instant shawl limit their style as it is as ready wear. Instead of full

instant shawl, they should bring in semi instant shawl to attract customers whom like

to play around with style of their hijab and at the same time want to spend little time on

donning it.

In term of packaging, Diya Adeena could wrap or pack the hijab before put it

into the paper bag provided when customer purchase directly from their boutique. It is

a way of precaution to make sure double protection of the product.

6.2.2 Place / Distribution Decisions

Channel of distribution is the set of interdependent organizations that facilitate

the transfer of ownership as products move from producer to business user or

consumer. Good distribution strategies can contribute strongly to customer value and

create competitive advantage for a firm.

Location and Factors in Choosing the Location

Diya Adeena Boutique is located in Subang Bestari, Shah Alam, Selangor. The

main reason for Diya Adeena Boutique in choosing the location is because it is near to

shop lots, housing areas and schools. So, they may have lots of target market from

different levels of ages. Besides, they are the one and only boutique in that area. It

gives them the advantages to stand out among the other shops. Diya Adeena

Boutique used direct channel as their they of channel as customer can purchase

directly the products from the producer through their shop or online shopping.

Channel Objective

The objective in choosing Subang Bestari as their marketing channel is to

have a location that is not too crowded and near main roads. They want customers to

experience smooth journey in which parking will not be one of the problems if the

customers want to it visit their boutique.

Major Constraint of the Channel

Still, every pro have its own con. The shop lots in this area, Subang Bestari are

new hence there are still many empty shops. Thus, it makes this area very quiet at

times and prone to attract thieves. In order to overcome this constraint, Diya Adeena

Boutique have installed CCTV in their boutique and they are glad to do so as they are

actually have caught a burglar trying to break into their boutique. Fortunately, the

robbery attempt failed.

Channels of Distribution

At the moment, Diya Adeena Boutique do not have any other channels of

distribution as they used selective distribution for their level of channel distributions

intensity. Diya Adeena Boutique used this strategy to hinge on a manufacturers desire

to maintain superior product image to be able to charge a premium price. As the

customers only can get the products at Diya Adeena Boutique in Subang Bestari as

Diya Adeena Boutique does not have any other channels of distributions.

Suggestion
 Diya Adeena should make a good connection with the people around to maintain

a good standard. This is because, when Diya Adeena has a good relation with others,

people around may help them in case if anything happen. Especially, when Diya

Adeena Boutique is located in a new and quiet area. Diya Adeena Boutique should

promote its location so that people will recognize its existence. Diya Adeena Boutique

may used buntings along the way to their shop, or banner to tell people where is their

exact shop.
6.2.3 Promotion Decisions

A successful company must use the best promotion in order to attract the

customers. They must use promotion to clearly and persuasively communicate the

customer value by carefully coordinate these promotion elements to deliver a clear,

consistent and compelling message about the organization and its brand.

Promotional Strategy

Diya Adeena Boutique promotes their products by using advertising method,

public relation method and sales promotion method. These method are working well

for Diya Adeena Boutique. They can reach to customers effectively and efficiently.

Advertising should be able to communicate to a large number of people at one time. It

is the most effective in gaining attention for goods and services. Cost per contact is

very low and it can reach such a large number of people. Public relations method

evaluates publis attitudes, identifies areas within the organization that the public may

be interested in, and executes a program of action to earn public understanding and

acceptance. While, sales promotion is most effective in creating strong desire and

purchase intent. Sales promotion is a method offered to consumers to induce the

purchase of a particular good or services immediately.

Diya Adeena Boutique uses popular social network such as Facebook and

Instagram as their medium of promotion for their products. On Facebook, Diya

Adeena Boutique pay RM 300 per month to Facebook for advertising service and it

works wonderfully in reaching new customers and gain more likes for their Facebook

page. On Instagram, Diya Adeena Boutique pay famous bloggers like Irine Nadia or

celebrity to review their Instagram to gain more likers and attract customers. Thus,

customers can find Diya Adeena Boutique through Facebook advertisement and

Instagram review.
The Goals of Promotion

The promotion effort used in Facebook and Instagram has effectively informs,

persuade, educate and reminds customers about the company products. Diya Adeena

Boutique make some informative promotion for their products as they explain the

details of their products in the Facebook and Instagram to ease customer to make a

review. They also used persuasion promotion as they write the caption themselves to

persuade customers to choose the as their one stop muslimah shopping centre. They

try to convince the customer to buy their businesss brand rather than the competitors

brands. Diya Adeena Boutiques advertising message is We love to keep it short and

simple. Buy from us and stay beautiful .

Suggestion

Diya Adeena Boutique used only social networking as their method of promotion.

Diya Adeena Boutique should diversify their way of promotion. They may distributes

their flyers or pamphlet about their company. The flyers and pamphlet should have the

best design so that it will give a big impact on the customer to purchase Diya Adeena

boutiques products. They can also make some bunting or banner to make people

know their existence in Subang Bestari. Diya Adeena can offer coupons, rebates or

premium for those who purchase and became their member. This way, Diya Adeena

Boutique can have their own regular customers and gives a good impact on Diya

Adeena Boutique. Besides that, as Diya Adeena Boutique mostly promote trough their

social network sites, they can have an online sales promotion trough the sites. This

will gain more advantages to Diya Adeena Boutique in terms of profits and customers.
6.2.4 Pricing decision

Introduction

Price is the amount of money that customers have to pay while purchasing the

product. In other words, price is the sum of all values that customers give up in order

to gain the benefits of having or using a product. Price is the only one in the marketing

mix that produce revenue while all other elements represent costs. Price are also one

of the most flexible marketing mix elements. Pricing decisions should take into

consideration the profit margins and the probable pricing response of competitors.

Pricing objective

Pricing objective that Diya Adeena consider is sales oriented which is known

as sales maximization. This is because they believe that as long as there are sales

then the objective is achieved. For Diya Adeena, to achieve sales maximization is their

priority. It is because when the sales increase, which means that Diya Adeena product

have been published to all the consumers mind.

Pricing strategies

Diya Adeena has set their pricing based on all factors. They consider the price

of the materials, rental fees, overhead cost and fixed cost and also getting along way

with market price and current price. All are combined, Diya Adeena offer the best

affordable price for customers. This is to ensure that all their target customers are all

able to buy their products. The pricing range for hijab is below RM50. They believe, on

that range is suit to all hijab consumer which they have targeted before.
 Diya Adeena uses status quo pricing to capture the customers attention and

interest. As for meeting competitors prices, they do a survey first before they launch a

new product. From that, they can put the price as about the same or more or less like

theirs. This will help their product to be competitive and successful in the market. Diya

Adeena may set the price not too pricey or too cheap compared to their competitors.

To get attentions from the customers, Diya Adeena wants to have competitive

advantages. The means Diya Adeena wants to provide what their competitors do not

have. Setting the price is one of the big factors for them.

Price for promotion

Price is often used as a promotional tool to increase consumer interest. Pricing

can be a tool for trade promotions as well. The various forms of discounts to

encourage customer to do what they would not ordinary do, such as paying cash

rather than credit, taking delivery out of season or performing certain function within a

distribution channel. Price discount are also provided to the customer who purchase

Hijab from Diya Adeena. During the promotions, they will cut down the price up to 20

50% depending on the products purchase. It shown that Diya Adeena use a quantity

discounts. Quantity discount impose in such cumulative and noncumulative ways. This

means that deduction from list price that applies to the buyers total purchases made

during a specific period. It is intended to encourage customer loyalty and the reduction

from the list price that applies to a single order rather than to the total volume of

orders placed during a certain period.

Payment method

The method that they use is online purchase and walk in purchase. To make

an easy way Diya Adeena have CIMB and Maybank2U account for a customers to

bank in the money. Diya Adeena is located at Subang Bestari (U5/K), 40150 Shah

Alam, Selangor.
Money back guarantee

Diya Adeena so far is able to avoid any fraud attempt because they are very

particular in proving of payment details. This may help Diya Adeena to build a strong

relationship with their customer and able to get trust from the customer. A money back

guarantee attracts customers attention in difficult economic times. Consumers tend to

view money back offers as a psychological safety net. People often perceive the item

offered as high quality when there is money back guarantee. In other words, Diya

Adeena is confident with the quality or the guarantee that they offered. This will boost

consumer confidence in the product. Also, it lower the perceived risk associated with

making the purchase.

Revenue

Hence Diya Adeena are able to make profit about RM 8,000 per month. This

shows that Diya Adeena are able to meet their own goal not just to their customers

satisfaction. With a good team effort of Diya Adeena closest family members and a

good strategy planning skills, we believe that Diya Adeena can earn more.
Suggestions

These suggestions made in accordance to the weaknesses that the

company faces. First, Diya Adeena should know that sales maximization could be

effectively used on a temporary basis to sell off excess inventory or to clear out old

models before introducing the new ones.

Since the pricing strategy is based on competitors price the demand and the

management could ignore cost. To overcome this problem, Diya Adeena could use

penetration pricing. The penetration pricing is to set a relatively low price for a product

as a way to reach the mass market. Even the prices decline more rapidly when

demand is elastic because the market can be expanded through a lower price and this

is typically discourage or blocks the competitor from entering the market. As result the

production and distribution costs must fall as sales volume are increase which meet

with Diya Adeena pricing objective. Many firms are trying to maintain and regain their

market share by cutting prices. For example, IKEA has gained market share in the

furniture industry by aggressively cutting prices.

7.0 Brief Summary of Strategies and Conclusion

Overall, marketing environment of DiyaAdeena is microenvironment as it

consists of actors close to the company such as suppliers, competitors, public and

customers that affect its ability to sell Hijab to its customers. Customers play an

important role in contributing to DiyaAdeenas profit as well as the public who helps in

promoting and make aware of existence of this Hijab Online. Diya Adeena could

reposition its product by targeting the market to both teenagers and adult. They could

make product that can satisfy them in terms of design and style that suits the current

changes in fashion but in the same time syariah compliance.

In aspect of product decision, DiyaAdeena chooses to offer consumer product

to serve their customers need. They pick hijab to meet consumer demand as the

number of women whom wear hijab is increasing from time to time. Hijab is a

heterogeneous shopping product. The main concern is to help women out there no

matter of what age or status to be able to wear something that is syariah compliance

and beautiful altogether. So they come out with long and wide instant shawl to support

their business mission. However, they should come out with more variety of hijab.

Instead of full instant shawl, they should bring in semi instant shawl to attract

customers whom like to play around with style of their hijab and at the same time want

to spend little time on donning it.

DiyaAdeena Boutique had chosen a good place to start its business. Shah

Alam has lots of residents especially female students who are always interested in

Hijabs. Shah Alam is a strategic place to start a new business since it has a potential

to be develop. However, Subang Bestari is still a new area in Shah Alam. They need

to use heavy sales promotion to built customer awareness from other different region

regarding their location.

 Diya Adeena used the best way of marketing strategies, which are advertising

and sales promotion through social networking. These methods will gain attention

from customers, create strong desire and purchase intent for customers. It is a good

opportunity for a new company to promote their products as social network where is

news can easily and quickly spread around.

Companies today face a fierce and fast-changing pricing environment. Pricing

decisions are subject to a complex array of a company, environment and competitive

forces. The pricing structure changes over time as the products move through their life

cycles. What we have learned is if a price is too high in the minds of customers, sales

will be lost. If the price is too low, revenues may not meet the companys goals for

return on investment. That is why Diya Adeena needs to consider current market

condition to set their price. Price means one thing to the customer and something else

to the seller. Emphasizing on the brand royalty of Diya Adeena is ultimate target that

can create a strong brand performance to the market. It also sheds light on the future

outlook of the Hijab market on its growth prospects and potentials.

From the all above stated, we have learnt that all the marketing mix which are

product, price, place and promotion greatly influence the company in delivering the

best product to its customers. Apart from that, we learnt on how this marketing mix is

adopted by Diya Adeena to make decision and how to penetrate the market. The most

important thing is we are able to gain knowledge on how the real world business took

place and at the same time practice our knowledge from what we have learnt

throughout Fundamentals of Marketing lesson.

8.0 Appendices

Social media accounts

Diya Adeena instagram profile

Diya Adeena Facebook profile

 Business card

Paper bags used as packaging

Products

Instant shawls

Aisya instant pinless shawl Safeeya instant shawl

Khadeeja instant shawl Lina instant shawl

 Sauda instant glitter shawl Rita instant shawl

Shawls

Reya shawl Butterfly shawl

 Lulu shawl Hana shawl

Hijab tutorials

Aisya instant shawl tutorial video on Instagram Some of hijab

tutorial video on Youtube
Hijab tutorial in form of sequence of images on instagram
Photo with customers is uploaded on Instagram to show appreciation
 Founder of Diya Adeena, Puan Nurul Hakimin in front of Diya Adeena boutique

One of customer feedback that satisfied with Diya Adeenas product

9.0 References
 Carl McDaniel , Charles W.Lamb, Joseph F.Hair, Jr. (2013). Introduction to

Marketing, 12th International Edition,Nashville TN: South Western College

Publishing.
Puan Nurul Hakimin binti Azizi,
Founder of Diya Adeena,
019-2269886
nurulhakimin@gmail.com
http://www.themalaymailonline.com/malaysia/article/tudung-industry-in-

malaysia-cashing-in-on-conservative-islam
https://www.facebook.com/DiyaAdeena/
https://instagram.com/diyaadeena/