CHAPTER 1

PROJECT OVERVIEW

1.1 INTRODUCTION

Silkygirl is a full range cosmetic brand which is specialized in colour cosmetics such as Eye shadow, Eyeliner, Mascara, Brow Pencil etc. I have chosen Eye Shadow product from silkygirl’s colour cosmetics. There are two types of Eye Shadow Products available in Silkygirl’s shop and other retail shops. One is Double Intense Duo Eye Shadow and other one is Blockbuster Color Palette.

Double Intense Duo Eye Shadow contains two different colours in each shadow box. This eye shadow colour comes in an array of matte, shimmering or glittery finish and shades go from earthy and pastel to get vibrant hues as well as it gives ultra-fine texture for a super smooth application.

Blockbuster Color Palette contains different types of quad colours in each shadow box. It comes with six different colour codes. With all new Blockbuster color palette, it is very easy to contrast the colours on eyes. As well it includes an interesting selection of pigment rich eye shadows from classic neutrals to bright funky colours which can create very attractive look. 

1.2 PROBLEM STATEMENT AND ISSUES

Silkygirl brand is specialized in colour cosmetics. It was launched in June 2005 across Malaysia and some other countries at the same time. Within 2 and half years of its launch, Silkygirl has got the ownership of being the No. 1 mass colour cosmetics brand in retail shops throughout Malaysia. But last couple of years Silkygirl is losing its popularity among the young generation and they don’t have any specific product which is very renowned for.

Problem statement: Brand Image is not strong enough to lead Silkygirl

Issues: Consumers are less loyal about this local brand and their perception towards this brand is not that much good because most of the consumer thinks that cheap price of a product is not good in quality as well as consumers are not aware of the improvement in the new range of Silkygirl products. Silkygirl’s target market which is very wide and they are not focusing on a specific group of people. Many international brands are surfacing in the market which creates higher level of competition. These international brands attract more today’s young generation because of their attractive product packaging and brand image. Silkygirl is unable to gain consumers attention because of their unattractive Product packaging and labelling.

1.3 OBJECTIVES AND AIMS

OBJECTIVES 

- To change consumers’ perception towards the brand by repositioning the brand, changing the target audience range, and new packaging for product.

- To create a promotional strategy such as campaign & promotional booth,

AIMS

- To increase the product sales and increase the brand awareness.

- To analyse the target audience

- To find out the level of awareness of this brand

- To study consumers’ perception of the brand

- To understand what are the factors influence consumers’ perception

   to purchase a product