Tohtonku ( s )

pte ltd

Michael
Muhammad Asyik
Nurul Ain
Siti Munirah
Nur Khadijah
 About us

•Tohtonku Sdn Bhd was established in 1964.

•Tohtonku is mainly involved in the trading, marketing and
distribution
•Market a complete range of personal care and household products.
•From a homegrown name into a multinational brand.
•Products are benchmarked against international standards .
•The products on shelves all over South East Asia.
•Tohtonku (S) Pte Ltd started in1979.
•Distribute products brands such as Follow Me, Silkpro, Everyday
and etc.
 Current Market Analysis

•Competing against big companies such as Unilever and Procter &

Gamble.
•These players distribute more products.
•Products are more well-known such as Dove, Pantene, Herbal
Essence and etc
•Pricing of products are almost on par.
•Very high competition.
 Facts and figures
Hair Care Company Shares 2005-2009
% retail value rsp 2005 2006 2007 2008 2009
Unilever Singapore 15.9 17.6 17.3 16.4 16.4
Pte Ltd (S) Pte Ltd 0.8
Tohtonku 0.7 0.7 0.7 0.5

Hair Care Brand Shares by GBN 2006-2009

% retail Company 2006 2007 2008 2009
value
Sunsilkrsp Unilever 6.3 7.3 7.8 8.0
Follow Me Singapore
Tohtonku (SPte Ltd
) Pte 0.7 0.7 0.7 0.5
Ltd
rce: Trade associations, trade press, company research, trade interviews, Euromonitor International estima
 Product
• Follow Me
š Packaging is dull.
šThe design is too simple.
šThe shampoo do not have much
choices compared to Sunsilk.
šMore product are being
produced and introduced.
šPackaging has more coloured
bottles now.
šAdvertisement is less vibrant.
šMore on the relaxing type of
advertisement.
• Sunsilk
šThe packaging is attractive.
šComes in a range of vibrant
and exciting colours like
orange, lime green, pink and
also yellow.
šThey use beautiful ladies to
promote the shampoo
šIntroduced a wide range of
shampoos. Their advertisement
invites people to try their
product
šThe used the hair experts that
created each and every type
of shampoo.
•
 price
• Follow Me • Sunsilk
š$9.90 – 800 ml š $11.95 – 1litre
š$8.50 – 750 ml š$11.45 – 700 ml
š$4.90 – 400 ml š$7.05 – 375 / 350 ml
•
 promotion
• Follow Me
šNTUC – Monthly Special
•$7 . 90 for 750 ml U . P $8 . 50
• Sunsilk
šRedeem a $10 CapitaLand voucher
with a minimum spend of $15 on
participating SunSilk products.
šBuy $10 worth of SunSilk
products and stand a chance to
win a pair of Universal
Studios (Singapore) tickets for
2 adults.
šFlight Attendants Increase
Sunsilk Brand Awareness
 place
• Follow Me • Sunsilk
šSelected supermarkets šAll supermarkets and
šHypermarkets hypermarkets
šSelected convenience store šMajor departmental stores
šSelected provision shops šConvenience store
šProvision shops
 Follow me
advertisement
• Inspired by
Japanese hair
technology, Follow
Me's breakthrough
"Anti-Break System"
boosts the advanced
formulation of
Anti-Oxidant (Green
Tea), Pro-Vitamins
B5 and Protein,
proven to nourish
hair scalp,
strengthens hair
and effectively
reduces the rate of
"Hair Fall" due to
breakages of
brittle hair. Try
it for 2 weeks and
see result for
yourself.
Sunsilk advertisement
•Sunsilk has
partnered with
7 of the
worlds best
hair experts
to make the
make the most
professional
Sunsilk ever.
•T h e Co-
creations
range is
crafted by the
likes of Jamal
Hammadi,
hairstylist to
celebrities -
Drew Barrymore,
Jessica Alba
and Nicole
Ritchie, and
fashion houses
such as Chanel,
Dior and
 Consumer Needs
Target Audience: Teenagers, Young Adult &
Elderly

Needs and preferences differs for each

individual.
Basic need of a shampoo is required. Such
as:
•To reduce hair loss.
•It has to smell good.
•Untangled hair.
•Soft and silky hair.
•No dandruff.
•No itchy scalp.
 Improvements to be done

•Better advertisement
•Advertisement to be shown during primetime
•Needs to be more catchy and colourful
•More promotion such as bundle discounts at stores
•Online purchases
•New media advertisement such as Facebook, Twitter, etc
•Sample products to be given away during events collaboration
•To be sold at more convenience stores
 Testimonials

http://valensvanitysquare.com/2008/11/03/follow-me-green-tea-revitalizer-shampoo
/

http://
www.hairlosstalk.com/interact/viewtopic.
THE END