Beruflich Dokumente
Kultur Dokumente
CHANNEL MANAGEMENT
GROUP ASSIGNMENT
GROUP : NBM4B
CONTENTS PAGE
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1.0 BACKGROUND OF AND NOOR NEELOFA
Noor Neelofa Mohd Noor widey known as Neelofa is Malaysian celebrity, actress, host and
presenter, commercial model and also being a public figure with 1.4 million likers on Facebook,
4.8 millions followers on Instagram and the number kept increasing by day. Every time she
appears on screen, her adoring fans goes crazy about her looks, the clothes she wears, whom she
acted with, to a point her fan are so fanatics about her love interest.
She came from a business oriented family, it was only a matter of time that Neelofa would
eventually become an entrepreneur herself. Her love for fashion and passion for business is the
starting point for making her own label. As she was going through her own personal
transformation and with her decision to dress more modestly, it was just a natural progression
that she decided to start with shawls as her first product.
Venturing into business with a small team of trusted and like-minded individuals, Neelofa and
her partners decided to revolutionize and simplify modest fashion, to make shawls more practical
and easier to wear. After countless brainstorming sessions, trials and errors, they came up with a
design for an instant shawl and launched Naelofar Hijab in 2014.
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The product that NH launched, aimed for modest fashion,the market aimed to be worth USD 327
billion by 2020, Naelofar Hijab aim to serve the untapped market. Her being in limelight, as an
actress, host, business women has been an advantages for her to market her product.
That, alongwith Noor Neelofas success in her business venture lands her as Forbes 30 under 30
Asia 2017 Pioneer Woman2.
1
https://www.nst.com.my/lifestyle/groove/2017/04/234338/neelofa-go
2
https://www.forbes.com/profile/neelofa/?list=30under30-asia-pioneer-women
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1.1 PRODUCT SEGMENTATION
Naelofar Hijab release many type of scarf and shawl to matches the
expectation of customers in the targeted segment in order to satisfy
customer. By segmenting their market, it helped Naelofar Hijab to focus
their marketing strategies on the particular market. Besides, it makes this
company can be reached more efficiently and effectively with the product
that match customer unique need such as what type of scarf that customer
want and which should they sell.
Under market segmentation, there are four major variables that can be used
to segment the market.
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1.2.1 Geographic Segmentation
First is geographic that includes nations, regions, states, cities and population. In TTDI, there
complete facilities provided which are needed by their boutique such as public transport that
everyone is assessable and easily get to boutique. This shop is also situated near to the main
road. Other facilities that provided are water, electricity, telecommunication line and others.
Second in demographic, which divides market into segments based on variables such age, life
cycle stage, gender, income, occupation, education and generation. Demographic is the most
popular bases for segmenting customer group.
In this segmentation, more focus on Malaysian youth and middle age of career woman who have
their income. Lady and woman with the range of 18-60 years.
Third is psychographic that segmenting based on social class, lifestyle and personality. Middle
class range to upper class range of households modern ladies who prefer to dress modestly, but
also international audiences who desire hijab that fit comfortably and also look contemporary.
Last but not least is behavioral, it segmenting customer under occasion, benefit, user status,
usage rate, loyalty status.
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2.0 COMPETITORS
NH market ready-made designs with new revolution. NH often facing an issue with plagiarized.
However, NH always come up with a new collection. So they are not overtaken by them and NH
keep faster than plagiaristic. Neelofa and her partners decided to revolutionize and simplify
modest fashion, to make shawls more practical and easier to wear.
They started selling the shawls online and at bazaars. The instant shawls were a hit and stockists
were appointed to handle the increasing demand. Currently there are more than 100 stockists in
Malaysia, Brunei and Singapore.
The explosion of a scarf or shawl brands are becoming more common. Of course it was, the
trend is gaining momentum haunt her hijab.
Even with various new brands emerging on the market, NH product continuosly being embraced
by the customers, whether it is sold in boutiques or online. NH itself is among the market leader
and it has trigger the phenomenon with their own group of loyal followers. The influence of
advertising, models or celebrities who sport a hood that is one factor that brand into a frenzy
women in hijab. Social networking sites is also one of the factors consumers obsessed with
popular brands.
The following diagram illustrate in detail, the competition from other brands in the market :-
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NAELOFAR AIDIJUMA RADIUSITE SUGARSCARF ARIANI TUDUNG DUCK
HIJAB SCARF RUFFLE SCARVES
Product type Instant shawls, Bawal Instant shawls Variety scarf Shawl,variety Instant shawls Scarf
shawls scarf
Product market Low, medium & Low & medium Medium & high High Medium & high Medium & high High
high
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ALHUMAIRA TUDUNGPEOP OWL By Nora CAKENIS BAWAL FAREEDA TWINKLE by
LE Danish EXCLUSIVE Elfira
Brand & Logo
Product type Instant shawls variety scarf Scarf Instant shawls, BAWAL variety scarf Scarf
shawls
Variety of design RM 49-100 RM 59 - 200 RM 150- 200 RM 40 - RM70 RM 60- -1200 RM 60 -500 RM 70-150
/ quality
Variety Medium/medium Medium/medium Low/high Low/medium Medium/High Medium/High Low/medium
Product market Medium & high Medium & high High Medium High High High
IG FOLLOWER 258k 254k 215k 181k 141k 125k 106k
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2.1 Naelofars Competitive Advantage Against Competitor
Brand
Naelofar collection Hijab Brand increasingly have special place at customer's heart because each
design have their own class.
Location
Other than online, there are many physical boutiques and vendors that sell NH in order to always
be close to their fans and customers. Boutique and HQ located in Taman Tun Dr Ismail in Kuala
Lumpur.
Prospect
NH suitable with all ages. From teenagers to women and mature women.
Product
Most design is Instant shawls. Simple but nice is a key element of the product NH. NH always
come up with the latest collection to add variation to an existing collection. This new collection
is a premium collection of more elegant. NH constantly improving existing products. It is to
ensure that each product can meet tcustomers needs. Every month NH will launch new design
and strategy. Each new NH design will surely hit the crowd because of the quality always bring
satisfaction to customer. In addition to its fabric is soft and good quality, attractive designs and
vibrant colors also correspond with the times. Different designs and use of high quality fabric
becomes a factor that reinforces the brand Naelofar Hijab in the hearts of consumers and even,
very reasonable prices typical of this product. NH always produce new products follow by trend
and market needs to ensure sales momentum is constantly increasing.
Quality
Best quality and workmanship to ensure customer satisfaction. In addition, NH used soft fabric
and good material quality
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Price
The price affordable with the best quality.
Promotion
NH constantly produce new designs, always have a good promotion for NH old designs. Online
NH Parties will provide free shipping for customers who make purchases of products exceeding
RM250 in a single booking.
Publicity
Naelofar always wearing NH scarves whenever its latest issue to appear on television or formal
occasions.
Packaging
Comes with attractive packaging and can be a gift for a loved one.
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3.0 NAELOFAR HIJAB CHANNEL MEMBERS
Low-cost carrier AirAsia in collaboration with Naelofar Hijab has created an exclusive hijab to
be worn by its female pilots.
As AirAsia brand department head Rudy Khaw sais, AirAsia and AirAsia X's female pilots will
wear the white-colored Naelofar Hijab that has been specifically designed to ease their duties
started the month of June.
This is the first time the airline collaborated with a hijab designer to create such a product. The
company reportedly also cooperated with the brand to breathe new air to hijab design for its
other workers.
Lofalens
o Lofalens has been beautifying eyes since 2014. Withits new packaging,
our favourite soft contact lens is now better than ever. They use Hema as a
colouring agent to give the lens a naturally flawless look.
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Busana Naelofar
Neelofa Handbags
Maryam
o A full set of ansemble
Kurta Fahd
o Menswear
Naelofar Hijab organizing training programmes their authorize distributors to ensure that they
are given the necessary exposure handling Naelofar Hijabs products and understand their roles
and responsibilities as Naelofar Hijabs authorized distributors.
Naelofar Hijab started selling the shawls online and at bazaars. The instant shawls were a hit and
stockists were appointed to handle the increasing demand. Currently there are more than 100
authorized stockists which is 3 in Brunei, 13 in Singapore and the rest is in Malaysia.
In fact, Naelofar Hijab has sells through a network of 700 distributors nationwide. They sell
online and ship to anywhere in the world.
As procedure, Naelofar Hijab will terminate the members who is not active within 5 month. But
although, Naelofar Hijab will contact the authorized stokist first and remind them.
Besides, Naelofar Hijab will be organising a mini road tour by visiting stockists boutiques
across the nation as an initiative from HQ to strengthen the relationship between the management
team and the stockists as well as to find out the problems faced by stockists so issues can be
resolved as a team.
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3.5 Naelofar Hijab Retailers
Singapore
UK Brunei
France London
New
Australia
York
US Netherlands
Besides wholesalers, Naelofar Hijab also has retailers which is refer to the another prominent
group of intermediaries in many channel structures. The retail intermediaries can take form of ;
The diagram shows that, among the 37 countries sold online by Naelofar Hijab's
scarf collection. In addition, Naelofar Hijab still in planning to extend reach
midlle east, Riyadh, Cairo and other places in Egypt. Naelofar Hijab also will
open store at UAE and Turkey.
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Haute Elan
o By the end of September 2016, Naelofar Hijab have its first overseas pop-
up store in upmarket Chelsea in London, hosted by UK-based Haute Elan.
The headscarves will also be available on Haute Elans e-commerce site.
o The e-tailer targeting Muslim women.
o Haute Elan, which was founded by former investment banker Romanna
Bint-Abubaker, was founded as a luxury modest fashion site. But last year
the company raised $1m in seed funding from a Singapore investor to
launch a curated store with a broader reach, covering both high-end and
mass-market fashion. Brands on the new Modlist.co include Gucci,
Joseph, Mango, Uniqlo, and a selection of over 150 designers and
boutiques.
Lazada
o A privately owned German e-commerce company founded by Rocket
Internet in 2011.
o The CEO is Maximilian Bittner.
o During Ramadhan, Naelofar Hijab take this opportunity to promote in
Lazada.
11street
o 11street Malaysia is one of the largest e-commerce companies established
in Malaysia.
o It was originally a leading e-commerce company in South Korea,
operating under the management of SK Planet Co., Ltd.
o 11street expanded its operations to Malaysia to grow and expand the E-
Commerce industry in the country.
o The 11street Malaysia is currently operating from their main office located
at Kuala Lumpur Sentral since January 2015.
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ZALORA
o Asias leading online fashion destination.
o They are the largest and fastest growing fashion focused e-commerce site
in Southest Asia.
o Founded in early 2012, Zalora are present in Singapore, Indonesia,
Malaysia & Brunei, the Philippines, Thailand, Vietnam and Hong Kong.
3.3.5 Bazaar
Naelofar Hijab also involved in Bazaar which consist of events and booths during
Ramadhan and Hari Raya Aidilfitri.
Currently, they have more than ten bazaar in Malaysia which is ;
o Bazar Ramadhan at Kuala Terengganu
o Bazar Raya Utara at Woodlands Bazaar
o Bazar Ramadhan 2017 at Giant Hypermarket Taman Permata Hulu
Kelang
o Booth Jualan Ramadhan near KFC Papar Sabah
o Vendoria Ramadhan 2017 at Sunway Putra Mall, Kuala Lumpur
o Uptown Kota Damansara, Expo Raya 2017 at Aeon Tebrau City, JB
o Bazaar Raya 2017 at MITC Ayer Keroh Melaka
o Urban Fest Raya at Sg Nibong, Penang
o Uptown Pahlawan Taming Sari at Melaka
o Downtown Kajang at Jalan Reko, Anjung Putrajaya
o Uptown MITC at Ayer keroh Melaka
o I Love Bazaar at Petaling Jaya, Selangor
o Flea Bazaar at MPAJ Pandan Indah, KL.
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4.0 PROS OF HAVING NAELOFAR HIJABS CHANNEL MEMBERS
Channel activities may be carried out by Naelofar Hijab in seeking specialist organizations to
assist with certain functions. As explained in previous page, these are the pros and cons of
having Naelora Hijab's Channel Members:-
2. Cost saving Although Naelofar Hijab need to spend on advertisement and promotion,
the outcome from the spending will be greater when people get to know about the
product. Thus, sales will increase when mass society buy the product.
1. The members of distribution channel are specialized in what they do and perform at a
much lower costs than companies trying to run the entire distribution channel all by itself.
2. Time saving Along with costs, time of delivery is also reduced due to the efficiency
and experience of the channel members. For example, if a grocery store were to receive
direct delivery of goods from every manufacturer, the result would have been chaos.
Everyday, hundreds of trucks would line up outside the store to deliver the products. The
store may not have enouv=gh space for storing all their products and this would add to
the chaos. If a grocery wholesaler is included in the distribution chain, then the problem
can be solved. Most of wholesaler have a warehouse where they can store bulk
shipments.
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3. Customer convenience Including members in the distribution chain provides customer
with a lot of convenience in their shopping pattern. Customer can purchase the product
through retail store as well as online store.
4. Customer can buy in small quantities Work as a middle person, retailer will buy bulk
quantities from the manufacturer as this is more cost effective than buying in small
quantities. The customer have benefit of buying smaller quantities through these retailers
or stokist.
5. Reseller often use persuasive techniques to persuade customers into buying the product.
Thus, this can increase sales for Naelofar Hijab. They often make use of various
promotional offers and special product isplays to entice customer into buying the product.
6. Reseller provide valuable information Manufacturer who include reseller for selling
their products rely on them to provide information which will help in improving the
product or increasing its sales. High-level channel member often provide sales data. On
all other occasions, the manufacturer can always rely on the reseller to provide them with
customer's feedback.
7. Wide plantform via online Having many websites such as Lazada, 11 Street and
Zalora to sell Naelofar Hijab creates many convenience to customer as well as can hype
to promote the product as these websites have its own loyal customer and heavy traffic
feed.
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4.1 CONS OF HAVING CHANNEL MEMBERS IN NAELOFAR HIJAB
2. Loss of Communication Control Along with loss over the revenue, the HQ also loses
control over what message is being conveyed to the final customers. The reseller may
engage in personal selling in order to increase the product sale and communicate about
the product to its customers. The reseller might exaggerate about the product and put up
higher price which may lead to miscommunication problem to end user. The retailer may
provide training to it's salesperson of retail outlet but on the whole, they have no control
on the final message conveyed.
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5.0 CHANNEL MARKETING STRATEGY
Islamic fashion is a rapidly growing industry: Muslim spending on fashion is expected to reach
US$488 billion by 2019. The sheer size of market would also be attractive for competitors to
gain bigger market share. In facing threats of new entrant, Naelofar Hijab are not shy from facing
challenges in the industry. An effective distribution channel can be a source of strategic
advantage for the company. With more 700 channel members under their name, NH would be
able to gather market intelligence that would be impertinent to formulate their marketing
strategies in order to gain bigger market share.
Trademark registration in overseas countries are also ongoing to avoid counterfeit product
manufactured oversea at cheaper and inferior quality that would affect NH orinal products sales
at the same time compromising their channel members income. For instance, a textile company
in Vietnam allegedly manufactured knock-off NH in 2016. This knock-off product eventually are
found in stores back in Malaysia. By registering trademarks in Vietnam, it allowed NH to take
legal action towards the textile producer that supplied the counterfeit to the stores in Klang
Valley.
Constantly sharing product information among channel members are among Channel Merketing
Strategy implemented by NH. Seemless connectivity and ease of communication assisted the
share of knowledge especially by email. Channel members are supported by NH in term of
events promotions
which is also
advertised in their
official website. 3
3
https://naelofarhijab.com/pages/bazaar
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Since Naelofar Hijab was launched in December 2013,
many copycats have tried to use the brand name to sell
their own designs.
4
http://www.tnp.sg/m/more/hijab-business-success-not-
going-her-head
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In other aspect of Naelofar Hijabs Channel Marketing Strategy, they are strengthening local
production in order to meet with the current customer demand.
In reference to Neelofas comment to a local press in April 2017, local production would be
referrring to manufacturing in the channel structure. Strengthening the production in term of
efficiency, development of infrastructures, and enhancing the production quality would be part
of the strategy to strengthen the channel structure.
Having confirmed by its owner, Naelofar Hijab are mass manufactured locally.Quality control,
packaging and labelling are also done locally making production time delivery lead time are
relatively shorter. By having 3 manufacturing facilities which is strategically located in Shah
Alam and Kuala Lumpur, it is within close proximity to the companys HQ in Taman Tun Dr
Ismail, Damansara.
As for 2017, their expansion to go international would be further strengthening their brand equity
and at the same time part as the channel marketing strategy. Opening new stores in Chelsea,
London aimed to be generating RM15mil in 2017, triple from RM5mil revenue that Naelofar
Hijab gained in 2016 from their online platform for international segment.
5
https://www.pressreader.com/malaysia/new-straits-times/20170421/282578787922076
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5.1 CHANNEL RELATIONSHIP MARKETING
In protecting their channel members interest, conflict resolution are handled meticulously by NH
team. As the relationship between channel member and company is long-term oriented and
members of the channel rely on each other to jointly realize their goals by serving buyers. And in
any long-term relationship conflict is inevitable and its resolution will impact relationships
among channel members.
CRM is highly important in maintaining relationship between company with over 700 channel
member. NH took seriously on the wellbeing of the channel members and created specific email
to handle issues such as reporting counterfeit, fake items, unauthorised sellers, and staff
misconduct, to name a few.
Stockist is the heart and core of their success. They relied to stockist consistency and
capabilities. 6 Thus CRM for Naelofar Hijab is essential to take care of the heart and core of the
business. Appreciation events are also part of the motivation to keep the channel members
motivated.
6
https://www.hmetro.com.my/node/159339
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6.0 APPENDIX
1. https://naelofarhijab.com/pages/bazaar
2. http://www.tnp.sg/m/more/hijab-business-success-not-going-her-head
3. https://www.pressreader.com/malaysia/new-straits-times/20170421/282578787922076
4. https://www.hmetro.com.my/node/159339
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