FACULTY OF CREATIVE MULTIMEDIA MEDIA INNOVATION DESIGN PROJECT 1 MMI 3213

DELTA LEVEL | 2013/2014

SITUATION ANALYSIS
Brand: Jelly Bunny

Name: Nurul Ain Nadirah Bukhri ID: 1102701106 Year: Delta 1, Trimester 1 Date of Submission: 15th July 2013

TABLE OF CONTENTS
CHAPTER 1 | PROJECT OVERVIEW 1.1 Introduction 1.2 Problem Statement & Issues 1.3 Objectives & Aims 1.3.1 Objectives 1.3.2 Aims CHAPTER 2 | PROJECT PROFILE 2.1 Product Name 2.2 Product Classification 2.3 Product Characteristics 2.3.1 Characteristics Chart 2.3.2 Packaging 2.4 Product Range 2.4.1 Footwear 2.4.2 Bags 2.5 Distribution 2.6 Product Life Cycle 2.7 The Brand 2.8 Brand Image and Implication 2.9 Strength and Weakness 2.9.1 Strength 2.9.2 Weakness 2.10 Advantages and Disadvantages 2.10.1 Advantages 2.10.2 Disadvantages 3 3 3 3 4 4 5 9 12 12 13 14 15 15 15 15 15 16 1 2 2 2 2

2.11 Unique Selling Proposition

16 17

2.12 Promotional History and Advertising Schedule 2.13 Positioning Statement CHAPTER 3 | THE COMPANY 3.1 Company Overview 3.2 Business Description 3.3 Company History 3.4 Key People 3.5 Location and Subsidiaries

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19 19 21 22 22 23

3.6 Brands, Major Products and Services 3.7 Corporate Vision 3.8 Corporate Mission

24 24

3.9 Companys Current Promotional Strategy 24 3.10 Product Sales History 3.11 Current Marketing Objective 3.11.1 Long Term Objective 3.11.2 Short Term Objective 3.12 Media Expenditure 24 24 24 25 25

CHAPTER 4 | CONSUMERS AND STAKEHOLDERS 4.1 Current Consumers Characteristics 26 4.1.1 Primary Current Consumers Demographics 4.1.2 Primary Current Consumers Psychographics 4.1.3 Secondary Current Consumers Demographics 4.1.4 Secondary Current Consumers Demographics 4.2 Stakeholders Characteristics 4.2.1 Primary 4.2.2 Secondary 26 26 27 27

27 27 28

CHAPTER 5 | INDUSTRY AND MARKETPLACE 5.1 The Industry 29 5.1.1 Definition of the Industry 29 5.1.2 Shape of the Industry 30

5.1.3 Development of the Industry 34 5.2 The Marketplace 34

5.2.1 Current Condition of the Marketplace 34 5.2.2 Changes in Marketplace 35 CHAPTER 6 | COMPETITIVE SITUATION 6.1 Direct Competitors 6.1.1 Melissa Shoes 6.1.2 JuJu 6.1.3 Monobo 6.2 Indirect Competitors 6.2.1 Crocs 6.2.2 SUPRA 6.2.3 Charles & Keith CHAPTER 7 | SWOT ANALYSIS 7.1 Strength 7.2 Weakness 7.3 Opportunity 7.4 Threat .. 42 .. 42 .. 42 .. 42 36 36 37 38 39 39 40 41

CHAPTER 8 |STRATEGIC TARGET AUDIENCE 8.1 Proposed Primary Target Audience 8.1.1 Demographics 8.1.2 Psychographics 44

44 44 45

8.2 Proposed Secondary Target Audience 8.2.1 Demographics

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8.2.2 Psychographics

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CHAPTER 9 | RESEARCH DEVELOPMENT 9.1 Marketplace Research 9.2 Market Observation 9.3 Online Survey 9.4 Interview 46 49 50 55

CHAPTER 10 | PRECEDENT STUDIES 10.1 Advertising Strategy 58

10.1.1 Packaging and Labeling 59 10.1.2 Official Website 10.1.3 Social Media 59 60 60

10.1.4 Web Promotional Poster 10.1.5 Editorial

61 62

10.1.6 Concept Store, Mini Store and Booth 10.2 Precedent Studies 10.2.1 Video Promotion 10.2.2 Fashion Shows CHAPTER 11 | REFERENCES CHAPTER 12 | APPENDICES

63 64 65 67

CHAPTER 1 | PROJECT OVERVIEW

1.1 Introduction
Jelly shoes has been making a splash in the recent years with the revival of jelly shoes that used to be popular back in the 80s by high end fashion brand like Vivienne Westwood, Marc Jacobs and Diane Von Furstenberg making it no longer viewed as cheap tacky footwear. However the prices for jelly shoes under the high end fashion brand doesnt come off cheap either. Meet Jelly Bunny ; a chic, stylish, and colourful shoes brand that inspires the casual and comfortable lifestyle to the customers. With affordable prices ranging from RM29 to RM139; the brand encourages the joyful life in full colour and style. The mood and tones of Jelly Bunny are filled with colours from bright vivid electric colours to sweet lovely pastel and glittery transparent stylish colours . Jelly Bunny is a stylish shoes brand introduced by Injected Republic (Thailand) Co.,Ltd.; one of JASPAL Group associate companies in 2011. In Malaysia, the brand is under JPS Fashion (M) Sdn Bhd (still one of JASPAL Group associate companies) that also distributes the top leading fashion retail company in Thailand that is JASPAL and LYN. Other brands that is under JASPAL Groups associate companies includes JASPAL, CPS: CHAPS, CC-OO, LYN, LYN Around and Jelly Bunny as well as imported brands which include FOOTWORK, FOOTWORK NOIR, Fred Perry, Rider, Ipanema, Melissa and etc. The brand is inspired from casual and comfortable way of footwear. Taking a semi-transparent material (PVC) like a shiny, jelly-like sheen, the brand put wonderful colors with stylish design to make Jelly Bunny favorable to fashion lovers. Each jelly design is unique with vanilla aroma where Jelly Bunny has become famed for.

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1.2 Problem Statement & Issues

Problem Statement:
The store concept for Jelly Bunny looks luxurious, almost resembling a high end fashion brand; despite its affordable range of prices of RM29 RM89.

Issues:
People are afraid to step into the store because of the luxurious concept and assumed that the price is equivalent to luxurious brand as well. The target market for Jelly Bunny is female aged 16 28 but based on observation on the stores outlet, the age range of people that step into the store is 30 40. Jelly shoes can sometimes look tacky because of the resemblance to Crocs.

1.3 Objective & Aims

1.3.1 Objectives
To reposition the store concept so that the actual target audience would reach out to the brand. To focus on the target market and brand positioning so that both of it would be tally to each other. To let the public know the existence of jelly shoes. To enhance the brand awareness in the current market especially since jelly shoes is the in trend for now at least in the fashion industry; by promoting the product through social media and TV commercial.

1.3.2 Aims
To make sure that the actual target audience would reach out more to the brand. To provide an e-commerce website so that the customer could easily buy it from the website. To achieve goal with the product at the stage of peak in the product life cycle. To stress the importance of social media in brand marketing.

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CHAPTER 2 | PROJECT PROFILE

2.1 Product Name

JELLY BUNNY Jelly Bunny is a concept store that offers variety designs and colours of jelly shoes with vanilla aroma scent. The products are designed for teens and young adult female who are looking for a comfy yet chic, stylish and colourful shoe. Some of the concept store also offers bag in their product lineup.

2.2 Product Classification

Jelly Bunny is a fashion brand retailing with footwear that targets teens and young adult female who looks for comfort but still wants to look good and confident while wearing one.

2.3 Product Characteristics

2.3.1 Characteristic Chart
Categories Type Footwear Sandal, flats, peep toe, flip flop, ballerina flats, wedges, high heels Pricing Range (MYR) Unit Per Sale 29 - 139 Single Jelly Bunny 89 -139 Single Bags Handbag, tote bag

2.3.2 Packaging
Unlike most footwear store that gives out shoe box as packaging, Jelly Bunny only gives a plastic wrapping to protect the shoe and a paper bag to carry it.

Figure 2.3.2: Jelly Bunnys paper bag and plastic wrapping

2.4 Product Range

New collections will be out each season; spring, summer, fall and winter. Each collection consists variety of designs for footwear such as flats, peep toe, wedges, etc and some of it might includes accessories like handbag or mobile phone case. 100 stock-keeping-unit (SKU) will be delivered to each branch for every season. (40 50 SKUs for shoes and 20 30 SKUs for bags). Although bags are included in the lineups, while observing the Mid Valley outlet there was none could be found but at One Utama, the bags are displayed on the windows.

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2.4.1 Footwear

Jelly Bunny

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Figure 2.4.1: The footwear lineups for Jelly Bunny Footwear is the main product in the brand. Varieties of footwear such as sandals, flip flops, ballerina flats, wedges, peep toe, and even high heels are included in each collection. The price ranges from RM29 to RM139.

2.4.2 Bags

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Figure 2.4.2: The bag lineups for Jelly Bunny

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Unlike the footwear, the accessories are a bit hard to find on stores around Malaysia since its the product they wanted to push. The price ranges from RM89 RM139 for the bags. As of now there are only two types of bag exists in the collection; handbag and tote bag.

2.5 Distribution
Jelly Bunny products are distributed directly to the consumer through their concept stores that is available at Midvalley Megamall, One Utama, Sunway Pyramid and Suria KLCC at Kuala Lumpur; Dataran Pahlawan Mall at Melaka, and Queensbay Mall at Penang. They do not have any other option of sales which also includes online purchasing.

2.6 Product Life Cycle

The product life cycle for Jelly Bunny is in the early stage of introduction as it is a very young brand, being established only two years ago in 2011.

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2.7 The Brand

Jelly Bunny is a brand under one of JASPAL Group associates company that is Injected Republic Co,. Ltd. In Malaysia, Jelly Bunny is distributed under another JASPAL Group associates company that is JPS Fashions (M) Sdn. Bhd. It is a brand that specializes in jelly footwear.

Jelly Bunny emphasizes on the importance of wearing a comfortable footwear while still looking chic, stylish and fashionable. The moods and tones of Jelly Bunny are filled with bright vivid colours to sweet pastel colours to suit the aspiration of young females of their target market. The brand is inspired from casual and comfortable way of footwear. The brand uses semi transparent, jelly-like sheen material usually PVC to create the footwear and even the accessories (bags) lineups. The concept store offers variety designs of colourful jelly footwear but some branches might include accessories like bags and mobile phone case. The corporate identity for Jelly Bunny stems from the idea of full of colour and imagination. The brand visual has created a sense of joyful and imaginative. There are currently 20 outlets in Thailand and 6 in Malaysia. The first Jelly Bunnys concept store in Malaysia is at Suria KLCC that officially opened on the end of November 2012. Being a very young brand (2011 in Thailand, 2012 in Malaysia), theres not much exposure of Jelly Bunny in the media even in their homeland, Thailand. If Jelly Bunny could be summed up in 4 words it would be; sweet, colourful, joyful and imaginative.

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2.8 Brand Image and Implication

Figure 2.8: The figure above shows the product life cycle of Jelly Bunny

As the figure shown above, the product life cycle for Jelly Bunny is still in the early stage of introduction since Jelly Bunny itself is still a very new brand. Of course since the brand is very new, theres a very low brand awareness and furthermore the store concept making it harder for the brand to reach out to their target audience. However, Jelly Bunny has a very strong and known brand as a sister company that is JASPAL. Most customers would become more trusting of Jelly Bunny as a brand if they knew that Jelly Bunny is in a way related to JASPAL. Even if this is the case, JASPAL did not try to promote Jelly Bunny eventhough it could definitely boost Jelly Bunnys brand awareness. The market share for jelly shoes on the other hand is still small with Melissa holding about 40% despite its overwhelmingly expensive price, Jelly Bunnys holding 20% and Monobo is 10%.

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2.9 Strength and Weakness

2.9.1 Strength
The designs are up-to-date and are very trendy and stylish. The prices for the shoes collection are affordable. All of their products are using the concept of jelly-like PVC material (shoes and bags) which not many in Malaysia are exploring right now. Their shoes are very lightweight but still have a very firm grip on your feet. The shoes are very comfortable to wear. Colourful choices of colours ranging from bright vivid colours to sweet pastel colours to chic transparent colours. The brand is a part of a more known brand that is JASPAL.

2.9.2 Weakness
Some people liken jelly shoes to Crocs because both are using PVC as main material therefore jelly shoes could look a bit tacky to some people. The prices for the bags are a bit expensive. The public dont know that jelly shoes are the trend nowadays. The website does not have an e-commerce platform for online shoppers to buy their collection. The shoes might not suit a high class event since its so casual. Very little choices of neutral earthy colours. JASPAL didnt promote it as a part of their sister brand.

2.10 Advantages and Disadvantages

2.10.1 Advantages
The up-to-date designs could attract a lot of youngsters who wants to wear something comfy but stylish. The customers could buy more than one shoes in one go because of the affordable price. Not much competitors around. The wearer could run around while wearing the shoes and not fear of the shoes slipping out. Could be worn during bad weathers and on uneven surfaces. Jelly Bunny

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Attract people to have a look at the products since the products colours are so eyecatching. People will have more trust in Jelly Bunny if they knew that it is a part of a more known established brand.

2.10.1 Disadvantages
The store concept makes people out of their target audience goes into the store and the designs of the shoes may not appeal to other age groups. Theres only one method of buying the products that is directly from the shop. Very low brand and product awareness.

2.11 Unique Selling Proposition (USP)

Jelly Bunny offers highest quality of semi-transparent material (PVC) like a shiny, jelly-like sheen with colourful choices of shoes designs and unique vanilla aroma to make sure the wearer feels comfortable yet will still look chic and stylish.

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2.12 Promotional History and Advertising Schedule

Figure 2.12 (a): End of season sale poster

End of season sale would be held at the end of each season; winter, spring, summer, fall. The sales could be up to 50% with additional promotion such as getting extra 15% discount when you like the Facebook page of Jelly Bunny.

Figure 2.12 (b): Screenshot of article featuring Jelly Bunny on Hijabista website On December 28th, 2012; a web article featuring Jelly Bunny was on Hijabistas (a leading hijabi fashion magazine) website.

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Figure 2.12 (c): An article about Jelly Bunny in The Star Online On 12th November 2012, an article about Jelly Bunny was in The Star online portal.

Figure 2.12 (d): An article about Jelly Bunny in Utusan online portal On 5th October 2012, an article about Jelly Bunny and the store first opening was in Utusan online portal.

2.13 Positioning Statement

Jelly Bunny is a chic, stylish and colourful footwear brand that inspires the casual and comfortable lifestyle to the customers in full of colours and style.

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CHAPTER 3 | THE COMPANY

3.1 Company Overview
Jelly Bunny is owned by Injected Republic (Thailand) Co.,Ltd.; one of JASPAL Group associate companies in 2011. In Malaysia, the brand is under JPS Fashion (M) Sdn Bhd (one of JASPAL Group associate companies as well) that also distributes the top leading fashion retail company in Thailand namely JASPAL and LYN. Other brands that is under JASPAL Groups associate companies includes JASPAL, CPS: CHAPS, CC-OO, LYN, LYN Around and Jelly Bunny as well as imported brands which include FOOTWORK, FOOTWORK NOIR, Fred Perry, Rider, Ipanema, Melissa and etc. JASPAL Group also owns Jaspal Co. Ltd., Jaspal & Sons Co. Ltd., Insaf Property Co. Ltd., JS Development Co. Ltd., JS Home Interiors Ltd. and Insaf Asset Co. Ltd. besides Injected Republic Co. Ltd. and JPS Fashion Sdn Bhd. With high fashion apparels, leather products, fashion accessories, bedding & home fashion products and high end furniture & accessories for the home, Jaspal is one of the leading groups with high success in Thailand and the region. Since starting out in 1947, the Jaspal group has substantially diversified from import home linen distribution to a highly diversified textile driven conglomerate with interests in manufacturing, trading, retailing and real estate. Principally a family owned company, the group is committed to combining entrepreneurial vision with a high standard of professionalism in order to deliver quality products and meet the dynamics of change. JPS Fashion (M) Sdn Bhd is established in 2007 when JASPAL Group decided that they wanted to branch into other countries and Malaysia is the first foreign subsidiary that they have. It manages all JASPAL Group brands that focuses into fashion & apparel; JASPAL, LYN and very recently, Jelly Bunny.

3.2 Business Description

The company, JASPAL Group is known for a range of products from sophisticated to chic ranging from men & ladies fashion, bags, fashion accessories to lifestyle home fashion and bedding products for better living. The group is today the undisputed national leader in bed and bath products under its SANTAS brand. They manufacture the most popular and dynamic Thai ready to wear lines under the Jaspal, CPS CHAPS, CC-OO, LYN and LYN AROUND labels. There are 8 associate companies under

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JASPAL Group which are Co. Ltd., Jaspal & Sons Co. Ltd., Insaf Property Co. Ltd., JS Development Co. Ltd., JS Home Interiors Ltd., JPS Fashions (M) Sdn Bhd, Injected Republic Co. Ltd., and Insaf Asset Co. Ltd. Through exclusive licensee arrangements, they are also Thailand's sole distributors for renowned international brands such as Footwork and Footwork Noir, Invista built on Dupont innovations. (for fiberfill sleep products) and Sealy (for its Posturepedic mattresses) and Ethan Allen the American premier home furnishings resource. They opened their first Jaspal fashion outlet in 1976 and now operate 129 retail outlets in Thailand dedicated to fashion and footwear. This is besides 4 stores of Jaspal Home Collection which are at the sophisticated discerning level of soft line furnishing and home dcor. The group's aggressive marketing efforts have resulted in successful regional expansion and a growing list of countries to which they have expanded. Consolidated revenues are projected at Bath 3,780 million (USD 120 Million). The group is confident of continued future growth and will explore the development of more collaborative alliances and new markets.

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3.3 Company History

Figure 3.3 (left): The current fourth generation of The Singhsachathets: Vilasinee, Varisara and Viseth.

JASPAL Group is a leading fashion retail company engaging in designing, manufacturing and marketing of several leading clothing and accessories brands including its flagship brand JASPAL, CPS: Chaps, Lyn, CC-OO and importer of top quality footwear

including VIA, UNO and Rider which are available in leading department stores. The group started out as Jaspal & Sons in Bangkok in 1947 when Jaspal Singhsachathet began a business of importing and distributing bed and bath products. The group is now in the hands of the fourth generation of the Singhsachathet family, which founded the business. It began as an importer and distributor of bed and bath linen products and evolved into the highly diversified conglomerate it is today with interests in manufacturing, trading, retailing and real estate. They opened their first Jaspal fashion outlet in 1976 and now operate 129 retail outlets in Thailand dedicated to fashion and footwear. This is besides 4 stores of Jaspal Home Collection which are at the sophisticated discerning level of soft line furnishing and home dcor. Its internationalization started by venturing into Malaysia and the Philippines in 2007, followed by most Southeast Asia. The group currently has more than 100 stores in Thailand and overseas. The groups mission is to become a global brand in the fashion industry and to attain this goal, the group welcomes internationally famous models to be brand ambassadors. Past brand ambassadors include supermodels Kate Moss and Gisele Bundchen and actress Mischa Barton and Selma Blair. In Malaysia the current ambassador for the flagship brand, JASPAL is Amber Chia. The groups trademarks particularly its Santas mark are currently protected in more than 40 countries and it is eyeing further expansion into other markets with its diversified brand portfolio. JPS Fashions (M) Sdn Bhd is JASPAL Groups associates company in Malaysia established in 2007 when JASPAL Group decided to expand into foreign market making JPS Fashions the first foreign operation. It used to be known as JASPAL (Malaysia) and look after the expansion of retail outlets in

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Malaysia for all of its flagship brands, including Jaspal, CPS Chaps, CCOO, Lyn, Footwork and the most recent; Jelly Bunny.

3.4 Key People

Jelly Bunny (Thailand) CEO - Yosathep Singhsachathet JPS Fashions (M) Sdn Bhd Director Ho Seow Wai General Manager Annie Wang

3.5 Location and Subsidiaries

JPS Fashions (Malaysia) Sdn Bhd (782463-H) - HQ A-2-32, IOI Boulevard, Jalan Kenari 5, Bandar Puchong Jaya, Puchong, 47170, Puchong, Selangor, Malaysia Jelly Bunnys Branches Suria KLCC Lot C15D, Level Concourse Tel : 03-2162 4066 Fax : 03-2162 4116 Business Hours : 10.00am - 10.00pm Mid Valley Megamall Lot F56, 1st Floor Tel : 03-2284 2066 Fax : 03-2283 2067 Business Hours : 10.00am - 10.00pm

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One Utama Shopping Centre Lot LG206, Lower Ground Floor Tel : 03-7722 4066 Fax : 03-7726 8869 Business Hours : 10.00am - 10.00pm (Fri & Sat: 10.00am - 10.30pm) Dataran Pahlawan Mall Malacca Lot BS-13, Ground Floor Tel : 06-286 4066 Fax : 06-286 4067 Business Hours : 10.00am - 10.00pm

3.6 Brands, Major Products and Services

There are 8 associate companies under JASPAL Group which are Co. Ltd., Jaspal & Sons Co. Ltd., Insaf Property Co. Ltd., JS Development Co. Ltd., JS Home Interiors Ltd., JPS Fashions (M) Sdn Bhd, Injected Republic Co. Ltd., and Insaf Asset Co. Ltd. Brands under JASPAL Group includes Jaspal, CPS CHAPS, CC-OO, LYN, LYN AROUND and Jelly Bunny. Besides fashion, JASPAL Group also tries their hand on manufacturing, trading, retailing and real estate. Jaspal and Sons Co., Ltd., manufacturer, importer, exporter and domestic distributor of well-known bedclothes-towels and other related items including Santas, Martex, Stevens and Jaspal Home Collection products. Its products also include Sealy, Back Saver mattress and furniture under the US copyright and print cloth from modern production process. With substantial business growth and largest market share, the company becomes a leading company with good reputation for its designs, quality and products under the ISO9001:2000 certification. J S Home Interiors Co., Ltd. is a leading importer and distributor of the USEthan Allen furniture. It starts operation in September 2005. Its office and2,000 sq. m. showroom (excluding office space for leasing) is located on Sukhumvit 15. JPS Fashions (M) Sdn Bhd is JASPAL Groups associates company in Malaysia established in 2007 when JASPAL Group decided to expand into foreign market making JPS Fashions the first foreign operation. It used to be known as JASPAL (Malaysia) and look after the expansion of retail outlets in Malaysia for all of its flagship brands, including Jaspal, CPS Chaps, CCOO, Lyn, Footwork and the most recent; Jelly Bunny.

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3.7 Corporate Vision

Combining entrepreneurial vision with a high standard of professionalism in order to deliver quality products and meet the dynamics of change.

3.8 Corporate Mission

To continue to adhere to the high standards of quality that it maintains, to continuously improve its customer service to better serve its many customers and to open more shops in the country and abroad.

3.9 Companys Current Promotional Strategy

Using international spokesperson such as Kate Moss, Milla Jovovich, Giselle Bundchen, Mischa Barton and Selma Blair to globalize their product by making it looks international. All fashion adverts and editorials for brands under JASPAL Group including Jelly Bunny use Caucasian models.

3.10 Product Sales History

Daily sale at every Jelly Bunny store in Malaysia is around 250 pieces. Assuming that per day Jelly Bunny sells 250 pieces, in a year 91250 pieces are sold. However, due to the nature of the company; which is a Sendirian Berhad establishment, the annual report was considered to be private & confidential. I was not able to obtain the exact official data on the product sales history.

3.11 Current Marketing Objective

3.11.1 Long Term Objective
Become the leading fashion couture brand in the world by continuously expanding to foreign markets.

3.11.2 Short Term Objective

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To elevate Thailands reputation from a manufacturing base of foreign labels to a brand-name participant in the world scene.

3.12 Media Expenditure

Due to the nature of the company, which is a Sendirian Berhad establishment, the annual report was considered to be private and confidential. Any official data on the media expenditure was not able to be obtained.

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CHAPTER 4 | CONSUMER & STAKEHOLDERS

4.1 Current Consumers Characteristics
4.1.1 Primary Current Consumers Demographics
Age Gender Education Income Range Race & Ethnicity : 16 22 : Female : Secondary and tertiary : RM100 RM500 : All races

Geographical Location : Urban area

4.1.2 Primary Current Consumers Psychographics

Perception : Recognize Jelly Bunny as young, trendy and colourful shoes brand that emphasize on the comfort level while going shopping with friends and family and comes at an affordable price. Learning : Internet, peers, family, magazine

Motivation & Needs : Essential footwear and handbags that is fashionable and trendy but still comfortable. Attitude & Personality: Outgoing, active, trendy, always-on-the-go, bubbly, enjoys life Lifestyle : Social, stylish, uncontrolled

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4.1.3 Secondary Current Consumers Demographics

Age Gender Education Income Range Race & Ethnicity : 23 28 : Female : Tertiary or above : RM1500 RM3000 : All races

Geographical Location : Urban area

4.1.4 Secondary Current Consumers Psychographics

Perception : Recognize Jelly Bunny as chic, stylish and colourful shoes brand that emphasizes on the comfort level while wearing jelly footwear with highest quality material at an affordable price. Learning : Internet, co-workers, peers, family

Motivation & Needs : Essential footwear and handbags that is chic and stylish but still comfortable. Attitude & Personality: Outgoing, active, stylish, always-on-the-go, up-to-date to fashion trends. Lifestyle : Social, stylish, hectic

4.2 Stakeholders
4.2.1 Primary Stakeholders
Associate Company JASPAL Co. Ltd is the primary stakeholder in JPS Fashions (M) Sdn. Bhd holding a share worth RM5 million. JASPAL Co. Ltd would give advice including employees employment accordingly regarding the promotion and marketing of the brands that resides under JPS Fashions (M) Sdn Bhd to produce the best result.

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Board of director

Director General Manager

Ho Seow Wai Annie Wang

Board of director makes decision involving management and supervision of JPS Fashions (M) Sdn Bhd. The nature of the company is still small despite managing the brands of Thailands leading fashion company, JASPAL Co. Ltd. All the products and affairs of Jelly Buny in Malaysia are handled by JPS Fashions (M) Sdn. Bhd. Employees All non executive employees are hired by JPS Fashions (M) Sdn Bhd with the advice from JASPAL Co. Ltd. Human resources department.

4.2.2 Secondary Stakeholders

Consumers The brands under JPS Fashions (M) Sdn Bhd are trusted by loyal consumers who believe in quality with trendy designs of the products. Consumers are directly contributing to sale and profit of the business.

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CHAPTER 5 | INDUSTRY AND MARKETPLACE

5.1 The Industry

5.1.1 Definition of the Industry

The footwear industry consists of a multitude of footwear manufacturers, wholesalers, and retailers. Jelly Bunny concept store falls under the category of footwear retail in the industry. Retailing is the functions and activities involved in the selling of commodities directly to consumers which exactly what Jelly Bunny concept store did. In Malaysia, the supervision of the wholesale and retail falls under the supervision of the Ministry of Domestic Trade and Consumer Affairs or more known as KPDNKK (Kementerian Perdagangan Dalam Negeri, Koperasi dan Kepenggunaan) through the Committee on Wholesale and Retail Trade that was set up in the year of 1995; to control and supervise the industry including foreign participation in the sector. Authorization from the

committee is needed for foreign companies like JASPAL Group to set up wholesale or retail operations locally and for the opening and relocation of branches.

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5.1.2 Shape of the Industry

In recent years, more foreign investors like JASPAL Group are penetrating the market of footwear industry in Malaysia. As more and more foreign investors came to try out the market in Malaysia, the local manufacturers are taking the shorter end of the stick. As a result, local manufacturers are trying to compete aggressively by using high quality materials. In a bid to protect the local industry, the Malaysian Government has in the last few years imposed import duty of 30% coupled with sale tax of 10%. However, following its objective to promote the local tourism industry and Malaysia as a shopping paradise, the import duty has been reduced to 15% at one stage and subsequently zero duty for selected groups of footwear. As such, the current tariff rate for the footwear sector is as follow : (Note : Only the HS group 64.06 which consists of footwear parts has import duties ranging between 5% to 30%)

DESCRIPTION HS code : 64.01 (6401.10.000 6401.99.000) Waterproof footwear with outer soles and uppers of rubber or of plastics, the uppers of which are neither fixed to the sole nor assembled by stiching, riveting, nailing, screwing, plugging or similar processes. HS code : 64.02 Other footwear with outer soles and uppers of rubber or plastics 6402.12.000 : Ski boots, cross-country, ski footwear and snowboard boots, 6402.19.000 6402.99.000 HS code : 64.03 Footwear with outer soles of rubber, plastics, leather orcomposition leather and uppers of leather. 6403.12.000 ski boots, cross country ski footwear and snow bound boots Other 6403.19.100 6403.19.300 riding boots, bowling shoes, sports footwear fitted with spikes, studs, bars and the like (riding bootsno sales tax) Other 6403.19.900 6403.20.000 footwear with outer soles of leather, and uppers which consist of leather straps across the instep and around the big toe 6403.40.000 other footwear, incorporating a protective metaltoe cap

IMPORT DUTY nil

SALES TAX 10%

nil

10%

nil

10%

nil

10%

nil

10%

nil

10%

nil

10%

nil

10%

nil

10%

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Other footwear with outer sole of leather : 6403.51.000 covering the ankle 6403.59.000 - other Other footwear : 6403.91.100 covering the ankle 6403.91.900 - other 6403.99.100 other 6403.99.900 other HS code : 64.04 Footwear with outer soles of rubber, plastics leather or composition leather and uppers of textile materials. Footwear with outer soles of rubber or plastics : 6404.11.000 sports footwear, tennis shoes, basketball shoes,gym shoes, training shoes and the like, 6404.19.000 other 6404.20.000 footwear with outer soles of leather or composition leather HS code : 64.05 Other footwear 6405.10.000 with uppers of leather or composition leather 6405.20.000 with uppers of textile materials 6405.90.000 other HS code : 64.06 Parts of footwear (including uppers whether or not attached to soles other than outer soles); removable in-soles, heel cushion and similar articles; gaiters, leggings and similar articles, and parts thereof. 6406.10.100 6406.10.900 6406.20.110 6406.20.900 6406.91.100 6406.99.990 nil 10% nil nil nil nil 10% 10% 10% 10% nil nil 10% 10%

nil nil

10% 10%

nil nil nil

10% 10% 10%

nil 25% 5%-30%

10% 10% 10%

Below are the tabulated data of imported and exported major footwear categories.

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HS Code RM 11.61 108.08 287.66 110.97 90.82 43.86 653.00

2009

2010

09/10 % change (28.60) 134.30 (1.02) (5.89) (24.84) (33.01) 14.56

Jan-Aug 2011

6401 6402 6403 6404 6405 6406 Total

EURO 2.72 25.37 67.52 26.05 21.31 10.29 153.26

RM 8.29 253.23 284.73 104.43 68.26 29.38 748.32

EURO 1.94 59.43 66.83 24.51 16.02 6.89 175.62

RM EURO 8.96 2.10 182.55 42.85 203.87 47.85 80.69 18.94 48.33 11.34 26.43 6.20 550.83 129.28

Table 5.1.2 (a): Malaysia Footwear Import Data Summary HS Code 6401 6402 6403 6404 6405 6406 Total RM 43.68 169.45 239.57 105.14 153.37 17.03 728.24 2009 EURO 10.25 39.77 56.23 24.68 36.00 4.00 170.93 RM 44.43 290.44 173.27 79.06 112.84 12.38 712.42 2010 EURO 10.43 68.17 40.67 18.56 26.48 2.90 167.21 09/10 % change 1.72 71.40 (27.67) (24.80) (26.43) (27.30) (2.18) Jan-Aug 2011 RM EURO 28.26 6.63 167.28 39.26 153.12 35.94 42.42 9.96 66.33 15.57 4.90 1.15 462.31 108.51

Table 5.1.2 (b): Malaysia Footwear Export Data Summary REFERENCE : 6401 (SITC codes : 851.110.000 851.319.000) Waterproof footwear with outer soles and uppers of rubber or of plastics, the uppers of which are neither fixed to the sole nor assembled by stitching, riveting, nailing, screwing, plugging or similar processes. 6402 (SITC codes : 851.210.000 851.329.000) Other footwear with outer soles and uppers of rubber or plastics. 6403 (SITC codes : 851.220.100 851.489.190) Footwear with outer soles of rubber, plastics, leather or composition leather and uppers of leather. 6404 (SITC codes : 851.250.100 851.520.000) Footwear with outer soles of rubber, plastics leather or composition leather and uppers of textile materials. 6405 (SITC codes : 851.490.100 851.700.999) Other footwear 6406 (SITC codes : 851.910.100 851.999.990) Parts of footwear (including uppers whether or not attached to soles other than outer soles); removable in-soles, heel cushions and similar articles; gaiters, leggings and similar articles, and parts thereof.

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Below are the representations of market share of major suppliers of footwear to Malaysia through tabulated data.

Country China Vietnam Indonesia Hong Kong Italy India United Kingdom Thailand United States Brazil

2009 48.6 17.7 8.5 5.0 3.0 3.5 3.3 2.5 2.0 1.2

2010 54.8 14.2 9.6 3.1 2.7 4.1 1.5 2.1 2.3 1.7

2011 52.1 14.8 9.5 3.1 3.9 4.2 0.8 1.9 3.6 0.9

Table 5.1.2 (c): Market Share of Major Suppliers of Footwear to Malaysia

Lastly, below are the representations of market share of major importers of footwear from Malaysia through tabulated data.

2009 Country Singapore Italy United Kingdom Germany Thailand United Arab Emirates Brazil Mexico Indonesia Arab Saudi 24.5 17.9 11.6 11.4 5.7 5.0 4.3 4.0 3.4 2.7

2010 24.9 1.6 12.6 5.9 5.2 5.1 16.2 7.5 4.2 2.7

2011 23.9 0.4 11.9 4.8 6.1 5.3 12.0 11.6 6.4 3.1

Table 5.1.2 (d): Market Share of Major Importers of Footwear to Malaysia Jelly Bunnys footwear are imported from Thailand; the 5th major importers of footwear to Malaysia and on the 8th major suppliers of footwear to Malaysia. Therefore there is quite a large import of Thailands footwear to Malaysia.

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5.1.3 Development of the Industry

Footwear tourism in Malaysia is responsible for a large part of footwear exports that corresponds $200 million annually. MISF (The 4th Malaysia International Shoe Festival) promoted in March 2012, featured international designers and fostered the local industry. Malaysias Ministry of Tourism has promoted the festival and the local industry as part of a plan to develop the country as a luxury destination. Shoe sales account for 17 percent of the money spent by tourists in Malaysia. The minister of Tourism at that time, Dr. Seri Ng Yen Yen was quoted saying that local shoe-making industry has contributed significantly to the economy, contributing, in 2012, with $ 325 million. According her, the figure include Malaysias $ 200 million footwear exports to the international market such as Brazil, the United Kingdom, Mexico and the Asian countries as well as $100 million in the domestic market. Since the lower growth registered few years ago due to the global crisis that hit almost every country, the growth of the Malaysian footwear market has been very optimistic. Business operators who then stayed cautious on the future market outlook were more ready to expand their operations with abolishment of import duties announced in year 2010. This step has also opened up the market and helped imported footwear like Melissa that originates from Brazil and Jelly Bunny that originates from Thailand to enter Malaysia.

Currently, the Malaysian footwear industrys emphasis is on design and quality .

5.2 The Marketplace

5.2.1 Current Condition of The Marketplace
The marketplace specifically for jelly shoes are not that competitive considering there are only 3 other known brands that are also producing jelly shoes namely, Melissa, Juju and Monobo. All 3 of these brands originated from foreign countries; Melissa originating from Brazil, Juju is from the UK, while Monobo and Jelly Bunny are both from Thailand. As of now, a Malaysia s local brand hadnt produces any jelly shoes. Melissa is the only brand that has reached its maturity seeing it had been around for the last 30 years or so and they had the help of multiple renowned fashion designers such as Vivienne Westwood, John Paul Galtier, Lovefoxx etc.

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The locations for Jelly Bunnys concept store however is very appropriate for footwear retail since the places are known as giant shopping centers (Mid Valley, 1 Utama, Sunway Pyramid) and is frequently visited. However competition is a bit intense in 1 Utama since both Jelly Bunny and Melissa Shoes are available at the same shopping complex. But, Melissa Shoes only have two outlets in Malaysia, while Jelly Bunny has 6 and Monobo still didnt have any physical concept store and only relying on online purchasing through their Facebook page. Juju can only be purchased through TOPSHOPs branches in Malaysia.

5.2.2 Changes in Marketplace

If general footwear industry is being taken into consideration, there are too many strong competitors in the market including local brands like VINCCI and Nose but if we narrow it down to only jelly shoes theres only a few that is available in Malaysia. Thus, if the customers really want to own a pair of jelly shoes, theres a high chance that they would decide to buy jelly shoes from Jelly Bunny because the price is far more affordable than Melissa Shoes and Juju while Monobo didnt have any physical concept store. On the other hand, if the consumer wants general footwear they would easily skip past Jelly Bunny and will go to other established footwear brands like Lewre, VINCCI, Nose, Carlo Rino and others because general footwear industry is huge here in Malaysia.

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CHAPTER 6 | COMPETITIVE SITUATION

6.1 Direct Competitors
6.1.1 Melissa Shoes

Melissa came about in the late 1970s in Brazil with over thirty years of history since its first inspired simple plastic shoe by fishermen in the south of France. This simple inspiration was then absorbed and carved with creativity leading them to the forefront of design and development of jelly shoe technology. Melissa is a pioneer and trend setter in the world of plastic shoes. Melissa has been working hard to design eco-friendly fashion footwear. They have achieved beauty through their design; shoes are made from eco-friendly mono materials that can be easily disassembled and recycled, as well as being completely cruelty-free with no animal products. Production is 100% efficient, with 100%-of-materials-used and no excess waste. Melissa boasts a lineup of known and famous designers such as Vivienne Westwood, Karl Lagerfeld, Jean Paul Gartier, and others. Theres only two concept store of Melissa available in Malaysia as of now, that are at One Utama and The Gardens under the names of MDreams. Melissa is also available for online shopping at Zalora Malaysias website and has a stockist at Bangsar called Shoeville. The brand has outlets across the world; Australia, US, UK, Singapore, Philippines, Brazil, Malaysia and others. Founded: Headquarters: Genre: Year of established: Strength: 1979 Australia Jelly Footwear Retail 1980 (The birth of Melissa x Designer) Boasts a lineup of high fashion and well-known couture designers and have variety multitude of designs. Weakness: The price is way too expensive.

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6.1.2 JuJu

Juju started life in 1986 as injection moulders to the shoe trade in the UK. A family run business founded by Rushton Schafer (Ruston Ablett Ltd) and based here in Northampton "the shoe capital of Britain", they pioneered the production of the original injection sandals. These were soon nicknamed "jelly shoes" due to their soft jellylike finish and soon became a fashion and seaside favourite. Juju Shoes are all about style, versatility and colour, they create classic designs and rerelease them with a contemporary twist and are always producing new fun and functional welly (wellington boots) and jelly designs. Juju does not rely on physical concept store but uses stockist instead. Jujus products could be found in the outlets of ASOS, TOPSHOP, Urban Outfitters, American Apparel, Debenhams, OFFICE, Footasylum, Nasty Gal, Dolls Kill, ModCloth, BANK, Zalando, River Island, Mr. Shoes and Lipsy London across the world.

Founded: Headquarters: Genre: Year of established: Strength:

1986 Northampton, UK Jelly Footwear Retail 1986 Very trendy and up-to-date designs and the top choice for street fashion lovers and hipster fashionistas.

Weakness:

A bit hard to get since only TOPSHOP & Debenhams are available in Malaysia

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6.1.3 Monobo

Monobo is a brand that originates from Thailand and is established on 2009. Monobo shoes are environmental friendly shoes from Thailand. These jelly shoes are stylish and it offers a range of designs and pop of colors to choose from to fit your very own style. Monobo has branches out in different countries such as Malaysia, Philippines, Singapore, UK and Australia but they do not set up a physical concept store but relies heavily on online purchasing and stockist. Despite being large enough to be imported internationally, there are only few details known about Monobo eventhough there are websites for every country except Malaysia & Singapore. Founded: Headquarters: Genre: Year of established: Strength: Weakness: 2009 Thailand Jelly Footwear Retail 2009 Affordable and it looks casual and comfortable. No physical concept store, relies only on online purchasing and very little stockist.

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6.2 Indirect Competitors

6.2.1 Crocs

Crocs, Inc. is a shoe manufacturer founded by three friends -- Scott Seamans, Lyndon "Duke" Hanson, and George Boedecker, Jr. - to produce and distribute a foam, clog design acquired from a Quebec company called Foam Creations. The shoe had originally been developed as a spa shoe. The first model produced by Crocs, the Beach, was unveiled in 2002 at the Ft. Lauderdale Boat Show in Florida, and sold out the 200 pairs produced at that time. Born in Boulder, Colorado back in 2002 as a simple, comfortable boat shoe, today Crocs footwear can be found across the globe and in more than 120 styles for men, women and children. With distinct collections, Crocs offers colorful, lightweight comfort for any occasion and every season. All Crocs shoes are uniquely designed and manufactured using the company's proprietary closed-cell resin, Croslite, a technology that gives each pair of shoes the soft, comfortable, lightweight, non-marking and odor-resistant qualities that Crocs wearers know and love. Crocs footwear is ideal for casual wear, as well as for professional use and recreational activities. Founded: Headquarters: Genre: No. of store (s): Strength: Weakness: 2002 Colorado, USA Plastic Footwear Retail 30 in Malaysia Comfortable and use high quality product Expensive and looks tacky

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6.2.2 SUPRA

Founded in 2006, SUPRA has quickly emerged as one of the leading independent footwear brands globally. SUPRA is recognized around the world for its groundbreaking silhouettes, unique combination of materials and dynamic color stories. Originally born from Southern California skateboard culture, SUPRA has been able to remain firmly committed to its roots while simultaneously branching out to offer compelling and functional products to a much broader international audience. SUPRA once used to be a huge trend when mega popstar, Justin Bieber was seen repeatedly wearing the shoes brand a few years back. Founded: Headquarters: Genre: No. of store (s): Strength: 2006 California, USA Skateboard Culture Footwear Retail 8 in Malaysia Vivid dynamic bright colours for the shoe designs attracts attention easily Weakness: Out of trend only after a few years hitting it big

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6.2.3 Charles & Keith

Charles & Keith, the eponymous fashionable shoe brand from Singapore was launched in 1996 and since then captured the interest of industry insiders and the admiration of the fashion-conscious alike. Triumphing with its remarkable high street fashion shoes and accessories, Charles & Keith has won the hearts of many, placing itself as one of the most marketable fashion footwear brand in today's international scene. Dedicated to trendy shoppers, Charles & Keith develops a distinctive line of fashion forward designs that cater to market sentiments in fast velocity. Attention to product design and fashion trends is the driving aesthetic force of Charles & Keith as the brand continues to provide shoppers with a plethora of stylish footwear and accessories to complement and complete their wardrobe. From its humble beginnings in 1996 at a 500 square feet store in Amara Shopping Centre Singapore, Charles & Keith has made significant growth, and to date, covers countries including Armenia, Azerbaijan, Bahrain, Brunei, China, Cyprus, Egypt, Estonia, Georgia, India, Indonesia, Iran, Japan, Jordan, Kingdom of Saudi Arabia, Kazakhstan, Kuwait, Latvia, Lebanon, Malaysia, Myanmar, Oman, Pakistan, Philippines, Qatar, Singapore, South Africa, South Korea, Sri Lanka, Thailand, Turkey, United Arab Emirates and Vietnam. Founded: Headquarters: Genre: No. of store (s): Strength: Weakness: 1996 Singapore Handbags & Footwear Retail 15 in Malaysia Feminine yet edgy and trendy designs People assume that the price is expensive eventhough its affordable

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CHAPTER 7 | SWOT ANALYSIS

7.1 Strength
The designs are up-to-date and are very trendy and stylish. The prices for the shoes collection are affordable. All of their products are using the concept of jelly-like PVC material (shoes and bags) which not many in Malaysia are exploring right now. Their shoes are very lightweight but still have a very firm grip on your feet. The shoes are very comfortable to wear. Colourful choices of colours ranging from bright vivid colours to sweet pastel colours to chic transparent colours. The brand is a part of a more known brand that is JASPAL. -

7.2 Weakness
Some people liken jelly shoes to Crocs because both are using PVC as main material therefore jelly shoes could look a bit tacky to some people. The prices for the bags are a bit expensive. The public dont know that jelly shoes are the trend nowadays. The website does not have an ecommerce platform for online shoppers to buy their collection. The shoes might not suit a high class event since its so casual. Very little choices of neutral earthy colours. JASPAL didnt promote it as a part of their sister brand.

7.3 Opportunity
The up-to-date designs could attract a lot of youngsters who wants to wear something comfy but stylish. The customers could buy more than one shoes in one go because of the affordable price. Not much of direct competitors around. The wearer could run around while wearing the shoes and not fear of the shoes slipping out.

7.4 Threat
Trends are changing fast every season so it probably hard for the designers to keep up. The chances are pretty much 50 50 between Melissa and Jelly Bunny since they share the same physical stores location. Will get tattered fast because the owner will take less care of jelly shoes because it could be worn on uneven surface and

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Could be worn during bad weathers and on uneven surfaces. -

bad weathers. Some people prefers dark and earthy colour and would not like the colourful image that Jelly Bunny is known for. People might be skeptical when knowing it is made in Thailand because theres an assumption that all Thailand products are of low quality.

Attract people to have a look at the products since the products colours are so eyecatching.

People will have more trust in Jelly Bunny if they knew that it is a part of a more known established brand.

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CHAPTER 8 | STRATEGIC TARGET AUDIENCE

8.1 Proposed Primary Target Audience
8.1.1 Demographics
Age Gender Education Income Range Race & Ethnicity : 16 22 : Female : Secondary and tertiary : RM100 RM500 : All races

Geographical Location : Urban area

8.1.2 Psychographics
Perception : Recognize Jelly Bunny as young, trendy and colourful shoes brand that emphasize on the comfort level while going shopping with friends and family and comes at an affordable price. Learning : Internet (mostly blogs & Instagram), peers, family, magazine

Motivation & Needs : Essential footwear and handbags that is fashionable and trendy but still comfortable. Attitude & Personality: Outgoing, active, trendy, always-on-the-go, bubbly, enjoys life Lifestyle : Social, stylish, uncontrolled

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8.2 Proposed Secondary Target Audience

8.2.1 Demographics
Age Gender Education Income Range Race & Ethnicity : 23 28 : Female : Tertiary or above : RM1500 RM3000 : All races

Geographical Location : Urban area

8.2.2 Psychographics
Perception : Recognize Jelly Bunny as chic, stylish and colourful shoes brand that emphasizes on the comfort level while wearing jelly footwear with highest quality material at an affordable price. Learning : Internet, co-workers, peers, family

Motivation & Needs : Essential footwear and handbags that is chic and stylish but still comfortable. Attitude & Personality: Outgoing, active, stylish, always-on-the-go, up-to-date to fashion trends.

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CHAPTER 9 | RESEARCH DEVELOPMENT

9.1 Marketplace Research

Figure 9.1 (a): Jelly Bunnys Concept Store, Mid Valley Megamall

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Figure 9.1 (b): The layout and arrangement of the products in the concept store (Mid Valley)

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Figure 9.1 (c): The concept store and layout of One Utamas Jelly Bunny

9.2 Market Observation

Based on the market observation made by visiting the concept stores, there are a lot of customers because currently theres an end season sale and the time was peak hour (weekend lunch time). However, theres only a few people from the target market (16 28 years old) instead theres woman aged 30 40 years old with their family (husband and kids) trying on the shoes in the store. This might be because the targeted consumers are afraid to step in the store because of the luxurious concept and assume that the price of the products would be expensive. Woman aged 30 40 are attracted to enter the store because if they assume that the products are expensive they know that they can afford it. A lot felt comfortable sitting in the store because the chairs are comfy and theres large mirrors everywhere. Most of the customers end up buying after trying on the products because of the sale. Majority of the customers kept on trying theres a pile of shoes scattered on the floor; and asking about the products price because it is unbelievably cheap after the discount. None of the customers buy the bags.

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9.3 Online Survey

Online surveys were conducted within a week with a total of 124 participants with the range of 15 to 30 and above years old. The aim of this survey is to study the consumers behav ior towards footwear industry and the brand awareness of Jelly Bunny. Question 1

Question 2

Question 3

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Question 4

Question 5

Question 6

Question 7

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Question 8

Question 9

Question 10

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Question 11

Question 12

Question 13

Question 14

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Question 15

Question 16

Question 17

Question 18

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9.4 Interview
An e-mail exchange regarding the information needed for this situation analysis was held on 1st July 2013 with Ms. Katharina Boehmer, an International Business Development Manager at Injected Republic (Thailand) the company that introduces Jelly Bunny.

Nurul Ain Nadirah Bukhri <morphodoll@gmail.com> to Katharina Boehmer

Dear Ms/Mdm Katharina, I'm a final year student of Advertising Design at Multimedia University, Malaysia. I would like to get more information about Jelly Bunny as I had chosen the brand to be my topic in my final year project. I would be doing a TVC, a website and a 3D store concept during the course of my final project using Jelly Bunny as the topic. If possible, I would like to know more about the company specifically the concept, the company history (founder and board of directors), corporate vision, corporate mission, promotional strategy, product sales' history and media expenditure. Thank you for time. It would be a really great help to me if you could respond.

Katharina Boehmer To Annie Wang, Me

Dear Nurul, Your interest in our brand JELLY BUNNY is highly appreciated and will try to give you more clear information about our brand JELLY BUNNY by below. Jelly Bunny is a stylish shoes brand introduced by Injected Republic (Thailand) Co.,Ltd. in 2011. The brand is inspired from casual and comfortable way of shoe ware. Jelly Bunny shoes are designed for the fashionista female aged between 16-28 years old. Each jelly design is unique with vanilla aroma where JELLY BUNNY has become famed for. ** Cute brand with wow-effect **

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Furthermore, pls find more clear information about our brand JELLY BUNNY by questions & answers below. 1. Your average retail price in Thailand and in Malaysia with entry and exit price points this is very important as many copies of your product are available in the market at very low prices, however, they are not being sold in an organized format. Pls kindly note that our average retail price in Thailand is 499 - 599 Thai baht, while in Malaysia is MYR 59 - 69/pr ( around 18 - 22 US$) Retail price ranking is 299 - 899 thai baht - pls kindly find attached Retail price structure of both countries for your ref. and this will be adjustable for every international market. 2. Your franchise/distribution model, in terms of, pricing policy, merchandise supply model, terms with partners, is it royalty based or cost plus (where your profits are built into the FOB price), market entry fee (if any), other conditions and terms. Pls note that we will be the principal for traditional franchise concept. Means that we will do the design & planning, as well as we will be the one who approve the locations you want to go with. Expenses of 3D conceptual drawing/planning and fixtures/furniture will be normally at your side, but we are open to discuss this point again. Interior Design (3D, CAD, Tender Drawing & Material board) will be normally US$ 2,000 per shop, while shop expenses (depends on your Constructor) will be around US$ 1,000/sqm. Suitable standard size for stand-alone stores is 50 - 70sqm which can fit 150 - 200 SKU's + stock room for another 3,000prs. For Financial aspects, pricing policy is normally 45% off from Retail price, but we suggest selling FOB or EXW to you from where you can add up your profit. No royalty based and no entry fee. 3. Do you also do shop-in-shop / concession model in addition to stand alone stores ? We have shop-in-shop / consignment model with Dept. Stores in Thailand (Robinson, Siam Paragon, Airport Don Mueng) - pls find attached some more pictures for your ref. 4. How is buying done ? Buying is done by regular basis by season and delivery can be done 30 - 45days after order receiving. We have 4 seasons per year (Spring - Summer - Fall - Winter) by adding 40 50 SKUs for shoes and 20 30 SKUs for other Accessories like bags, mobile phone case etc. = 100 new SKU per season.

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5. Do you enter into JV (joint venture) with international partners ? At this moment we dont have JV policy, but we give full support for our franchisee. 6. Cost of shopfit and if you supply any shopfit FOC Depending on your commitment & business plan which can be further discussed if you have interest in our brand. 7. Marketing support You will get all necessary marketing tools from our side like Poster, Price Signage, Window Display, Paper Shopping Bag etc. we may able to allocate some percentage of business buying or can discuss also some kick-back from yearly budget. You can have also a look at our website, as well as MyJellyBunny on Facebook. Furthermore, if you need more information, you may contact our GM at Malaysian office = Ms.Annie Wang Annie_wang@jpsfashions.com
Thanks & Best Regards, Katharina
Intl. Business Development Manager
Injected Company Limited (Jelly Bunny) 1048 Soi66/1 Sukhumvit Rd. Bangchak, Prakanong Bangkok 10260, Thailand Phone: +66 2-7448612 #110 Mobile: +66 80-0809021

www.jellybunny.com

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CHAPTER 10 | PRECEDENT STUDIES

10.1 Advertising Strategy
10.1.1 Packaging and Labeling

10.1.2 Official Website

Figure 10.1.2: The only page of the website all of it are cluttered on the same page

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10.1.3 Social Media

Figure 10.1.3(a): The Facebook page

Figure 10.1.3(b): The Instagram page

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Figure 10.1.3(c): The Twitter page

10.1.4 Web Promotional Poster

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10.1.5 Editorial

Figure 10.1.5: Editorial feature in Cheeze magazine

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10.1.6 Concept Store, Mini Store & Booth

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10.2 Precedent Studies

10.2.1 Video Promotion

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Figure 10.2.1: Scenes from the video promotion for Jelly Bunny

10.2.2 Fashion Shows

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Figure 10.2.2: Fashion shows that feature Jelly Bunny

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CHAPTER 11 | REFERENCES
Jelly Bunny http://www.jellybunny.com/ https://www.facebook.com/jellybunnyshoes JASPAL Group http://www.jaspalgroup.com/about.php http://2bangkok.com/2bangkok-news-9576.html http://www.nationmultimedia.com/2007/08/09/business/business_30044294.php http://www.fibre2fashion.com/news/textile-news/philippines/newsdetails.aspx?news_id=79787 http://www.mirandah.com/en/categories/item/318-thailand-enforces-its-marks.html http://www.tilleke.com/sites/default/files/informed_counsel_vol1_no3_p6-7.pdf Footwear Industy http://www.ice.gov.it/paesi/asia/malaysia/upload/173/Overview%20Of%20Malaysian%20Footwear %20Industry%20%28September%202012%29.pdf http://www.ice.gov.it/paesi/asia/malaysia/upload/173/Overview%20Of%20Malaysian%20Footwear %20Industry%20_November%202011_.pdf http://www.worldfootwear.com/pag.asp?idp=NA==&id=MTM0 http://www.theepochtimes.com/n3/4082-malaysia-s-footwear-tourism-industry-celebrated/ Melissa http://wikifashion.com/wiki/Melissa_Shoes http://www.melissaaustralia.com.au/ http://shopmelissa.com/

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JuJu http://www.jujushoes.co.uk/aboutjuju.aspx http://my.topshop.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?langId=1&storeId=13088&catalogId=35113&beginIndex=1&viewAllFlag=false&searchTermScope=3&search TermOperator=LIKE&searchType=ALL&sort_field=Relevance&searchTerm=juju&x=22&y=9 Monobo http://monobofootwear.com/ http://www.monobologo.com/home.php https://www.facebook.com/MonoboShoesMalaysia Crocs http://www.crocs.com.my/about_crocs.php SUPRA https://www.facebook.com/supramalaysia/info http://wlkn.ca/en/brand/embed/Supra/ Charles & Keith http://www.charleskeith.com/INTLStore/CK/storelocator?dest=MYS http://www.charleskeith.com/CK/about%20us

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CHAPTER 12 | APPENDICES

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