Assesmen 1: Title: Name: No. Student: Program
Assesmen 1: Title: Name: No. Student: Program
Assesmen 1: Title: Name: No. Student: Program
TITLE:
NAME:
NO. STUDENT:
PROGRAM:
SUBJECT CODE
SUBJECT
LECTURE
INTRODUCTIONOF COMPANY :
PADINI
PADINI started from humble beginnings in the apparel industry; their roots are in the
However, driven by a vision, they ventured into distribution and retail by creating
market leader in the multibillion textile and garment industry in Malaysia. PADINI
Holdings have ten labels in their family of brands and retail in 330 freestanding
stores, franchised outlets and consignment counters in Malaysia and around the world.
Their labels proudly carry the Made in Malaysia stamp abroad in Bahrain, Brunei,
Philippines, Qatar, Saudi Arabia, Syria, Thailand and United Arab Emirates.
PADINI Holdings Berhad is principally engaged in the sale of both men’s and
maternity wear and accessories through various subsidiaries. It has presence in many
Malaysia. They address fashion conscious consumers of both genders and all ages
through their distinct brands: PADINI, Seed, PADINI Authentics, PDI, P & Co,
Vincci, Vincci Accessories, Tizio, Miki Kids and Brands Outlet. Each of these labels
Park, Shah Alam. Incorporated in 1971 as proprietorship under the trade name Hwayo
and wholesale of ladies wear. The company subsequently added men’s and children’s
lines to its offerings when it established its first three brands from 1975 – 1987. In
1988, PADINI discarded its role as wholesaler to take up the role of consignor.
Thereafter, the first single-brand store distributing Seed was opened in 1992 in Sungai
The company has ten labels in its family of brands and retail in 330
around the world. The company’s subsidiaries include Vincci Ladies’ Specialties
Centre Sdn Bhd, which is engaged in dealing of ladies’ shoes and accessories; Padini
Corporation Sdn Bhd, Seed Corporation Sdn Bhd, Yee Fong Hung (Malaysia)
Sendirian Berhad (Yee Fong Hung) and Padini International Limited, which is
engaged in dealing of garments and ancillary products; Padini Dot Com Sdn. Bhd.
(Padini Dot Com), which is engaged in provision of management services, and
PRODUCTS
categorized as shopping products. PADINI itself has other alternatives brands under
it. PADINI address fashion-conscious consumers of both sexes and all ages through
ten distinct brands: PADINI, Seed, PDI, PADINI Authentic, P & Co, Vincci, Vincci
accessories, Miki kids, Tizio and Brands Outlet. Each brand represents a fashion
functionality and price. PADINI is focus more on basic and family lifestyle and aim
and women. The PADINI collection carries a clean, timeless and modern to the
working lifestyle. This brand is focuses on the formal wear and centralize customers
base for workers. The essential of PDI is to emphasis the casual stylish that can be
accepted in any occasion. Its purpose to let any guy or girl to get a style fix among the
fashion-current jeans, T-shirts, jackets, casual basic-T, belt, socks, scarf and even
lifestyle and aim for anyone who likes and extols casual style.
PADINI provides the essential working lifestyle for the modern working man
and women. The PADINI collection carries a clean, timeless and modern to the
working lifestyle. This brand is focuses on the formal wear and centralize customers
base for workers. PADINI has launched out several of tie, belt, shirt and coat.
Seed is the confidence of classic and casual plus a refreshing design. Seed
emphasize the best of both designs for men, women and even hip kids! The purpose is
stand-out style. Seed is focus on urban office-wear for the masses. The clothes under
this line are usually jackets, coats, suits, classic office pants and knee-length skirts,
semiformal skirt and belt and also classic jean. In addition to seed cafe, the cafe
portrays a bright and contemporary concept which jells with seeds youthful and
trendy image. PADINI authentic is more on casually yours. PADINI authentic focus
their style on quality casual wear. Its targets the teenager segment of the market. It
sells modern shirt, trendy jean, jackets, shirts and stylish dress.
PRICING
PRICING OBJECTIVE
the only mix that generates sales for the company. Pricing must reflect supply and
demand relationship. If costs for a product too high or too low, it could imply a loss of
sales of sales for the business. PADINI Company pricing objective is Sales-Related
Objectives. This is because the company seek to boost volume and market share and
as the volume increase, it is measured against the company’s own sales across specific
time periods. The main sales-related pricing objectives include sales growth,
targeting market share and increase in market share. PADINI Company assumed that
the sales growth has a direct positive impact on profits so the pricing decisions are
taken in way that sales volume can be raised by setting a price, altering or modifying
policies are targeted to improve sales. Pricing decisions are taken in such a way that
enable PADINI to achieve targeted market share. Market share is a specific volume of
sales determined in the light of total sales in an industry. Sometimes, the price and
pricing are takes as the tools to increase market share. For example, if PADINI’S
market share is lower than expected it can be raised by appropriate pricing because
of marketing mix. The product life cycle through which the product is passing through
or the kind of sale (lease versus overnight purchase, or liberal returns policy may be
followed). In the introductory of their product life cycle, the price is likely to be high
so if the product requires services and those services are to be provided free, naturally
the product will be highly priced. Other factors that influence the pricing decisions is
Padini are able to get the manufacture to charge a lower price and the company are
CHANNEL OBJECTIVES
were started from manufacturing, trading and supplying of garments to retailers and
creating our own brands catering to specific consumer niches. This activity is called
retailer channel. Consumer Goods are final goods that are brought from retail stores to
satisfy the needs and wants of customer. This retail channel is different from the
direct channel in that the retailer doesn’t produce the product. The retailer markets
and sells the goods on behalf of the producer. For consumers, retailers provide
tremendous contact efficiency by creating one location where many products can be
doorstep. The emphasis is not the specific location but on selling directly to the
consumer.
Fashion Industry is evolving into an important phase of digital
average time spent per consumer on online shopping is on a rising trend. Shopping
journey across online and offline touchpoints. Spending habit and purchase decision
especially social media, video streaming and peer reviews. In today’s dynamic and
country. Apparel players in Malaysia face some competition from foreign fashion
product variety, speed of delivery of trendy apparel to market, product life cycle and
fingertips, consumers are becoming less brand loyal. Consumers will switch brands
when there are offers with better price and better value. This is the era that consumer
has higher expectation on what a company able to deliver, quality, value proposition,
mix. It consists advertising, sales promotion, public relations, personal selling, and
value and build customer relationships. Customers can find out about the products
through PADINI’s online website which is www.padini.com where the customer will
directly have the access to PADINI’s product. Besides that, customer can reach
concept store, Concept Store bring the ‘all in one’ concepts. So that, customers will be
convenient to shop at there. It will be very convenient for the customers to reach the
product at it is all in one. Variety of modern style can be chosen by customers. All
they need are inside one shop. Most of the brands outlet will located at the shopping
mall instead of hypermarket. Because of the design of shopping mall more attractive.
PADINI used the differentiation strategies of product and image to place the
product occupies in the consumer’s minds. There are seven bases for positioning,
which are attribute, price and quality, use or application, product user, product class,
competitor and emotion. The hottest product of PADINI – Seed, use the product
minds. For example, when a consumer wants to buy a semi-formal with classic stylish
designed, the Seed’s product will come into their minds immediately this is because a
brings comfort towards customers. Besides, Miki kids is also one of the examples of
product differentiation where the design is specialty for kids, this is for product user
as it specifies for kids. On the other hands, P & Co used the image differentiation to
place the product occupied in consumers’s minds. When a consumer wants to buy
female clothes with younger style inside the PADINI, the brand of P & Co will
definitely come into their minds. Other than that, PADINI also provide clothes just for
office wear, it is use or application of positioning as it specifies the use just for office
attire. PADINI have several kinds of emotions based on brands under PADINI, as an
example VINCCI emotion is “Heels, Pumps, Flat and Wedges” and PDI emotion is
“Trendy, Chic and Casual”. PADINI directly positions to compete with UNIQLO,
H&M, Cotton Onn and many more. In short, PADINI use the differentiation of image
and product like unique design and brand image to position the products in the
consumer minds.
CONCLUSION
PADINI Holdings Berhad is a retailing company which sells fashion wear and
accessories. It has been incorporated for 40 years since 1979. Based on our research
that we have conducted, one of the key success factors of PADINI is that they are
recognize the value of promotions and advertising as a way of building a brand image.
This successfully incepts a strong image in the customers’ mind that it is a brand of
great value and affordable for them. Padini has always been one of the few brands in
the customer’s list when they purchase their clother especially formal dressings.
Padini is always implementing new concepts diversely in the apparel industry in order
to be unpredictable and stand out from its competitors. The firm has also begun to
expand into overseas neighbouring countries such as Bangkok and Thailand. This
accounts for one of its globalization strategies. After the overall marketing research
regarding this company, we have had the golden opportunity to integrate and apply
have identified a new market space (marketing opportunity) for PADINI Holdings
Berhad to expand their business to the next level. This assignment has positively
developed our written skills and our ability to think critically and creatively in
Website
https://www.coursehero.com/file/p811ej/22-Target-market-and-marketing-mix-221-
Product-It-can-be-seen-that-the/