PADINI HOLDINGS BERHAD BY NURUL ATIQAH ZAINOR

PADINI EXCLUSIVE

By Nurul Atiqah Binti Zainor
A18HA0199

JULY 2020

contents

01 BACKGROUND 05 PRICING PRACTICE

PADINI HOLDINGS BERHAD EXPLANATION CURRENT PRICING
STRATEGY OF BRITISH INDIA ASIA
02 SUCCESSFUL
SUGGESTIONS PRICING STRATEGY
KEYS
06 APPENDICES
PRODUCT
PLACE 07 REFERRENCES

03 SUCCESSFUL

KEYS

PROMOTION

PRICING

04 SUGGESTION

COMPANY

BRITISH INDIA ASIA

ABOUT
PADINI
HOLDINGS
BERHAD

Who thought PADINI HOLDINGS
BERHAD was from overseas?

However, the public's perception
towards PADINI coming from overseas
are wrong, believe it or not PADINI
originated from Malaysia.

Me as a regular customer of Padini
Concept Store, have no knowledge
background in this company. After do
some research on PADINI, it has been
proven to be from Malaysia since 1971.

PADINI has two brands, the Padini Vission:
Concept Store, which consists of eight "To Be The Best Fashion Company Ever"
brands line (Padini, Seed, Padini that bring meaning PADINI try their best
Authentics, PDI, P&C, Miki, Vincci and to expand their business and maintain for
Vincci Accessories) and Brands Outlet. long term and be the first choice of the
people.
PADINI has increasing their business
day by day. To this date, there are Mission:
more than 140 stores located in To Exceed Customers' Expectations and
Malaysia. In addition, the market is also Our Brands' Promise"
expanding and gaining worldwide
recognition such as Singapore, Core Value: 
Cambodia, Indonesia, Bahrain, Brunei, "Caring From The Heart" which means
Myanmar, Oman, Qatar, Thailand and maintaining the relationship between
United Arab Emirates. staff and customer, always providing the
best service to satisfy the customers.

SUCCESSFUL KEYS

PRODUCT

The concept used by Padini is self-assembly
from head to toe. Among its products are
formal clothing, fashion and accessories that
meet demographic segmentations such as
gender (men and women) and age (from child
to adult).

As stated in the introduction section, there are
eight brands under PADINI and another brand,
Brands Outlet. Each of these brands has its
own product. For example, Vincci sells
accessories such as shoes, sandals, handbags
and extra accessories (watches, bracelets and
sunglasses).

“Fashion Design With Value.”

PADINI HOLDINGS BERHAD

PLACE

More than 140 outlet in Malaysia. Not added to
another outlet that located in other countries.

The placement of Padini outlet is also strategic.
It could be said that a every shopping mall in
Malaysia has a Padini outlet.

A brand that Malaysians already know because
of their outlet layout, clothing design,
promotion and pricing makes it easy for
customers to stop by and never miss out on
the opportunity.

SUCCESSFUL KEYS
PROMOTION

Within a year Padini made a countless
sales. For example, for every festive season,
year-end sales and recent sales are due to
the COVID 19 pandemic.

The pricing strategy used during sales is a
parity price that bring meaning set up the
price just same like any other competitor.

“Fashion Design With Value.”

PADINI HOLDINGS BERHAD

ONLINE PLATFORM

Online shopping is one of the factors that can
make a lot of profit. Padini has their own
website for connecting relationship between
Padini and customers. The website is also easy
to use and very easy to understand.

This makes it easier for customers, they do not
have to go to the store to choose their own
items and queue to make payments. Like a
statement that says "everything is at your
fingertips"

PRICING
STRATEGY

The initial price used by Padini is in-line pricing. In-
line pricing means setting prices close to other
competitors. In my opinion, most of the outlets such
as Padini and others like FOS, LOL and so on using
in-line pricing. This creates a healthy competitive
environment but it depends on the customer to
choose the brand that attracts their attention. I also
made observations on the outlets as I mentioned
before, it turns out the prices charged by them are
more or less the same.

In addition, Padini uses competitive based cost
pricing as a benchmark in setup their pricing. I
believe that some other competitors are also using
this pricing strategy. As an example, as I mentioned
earlier it makes it easier for them to set prices by
comparing the prices of other competitors.

Finally, Padini has also divided into several parts in
determining the price or other name price
segmentation. Since under Padini there are eight
types of brands, so the prices set are different.

For example, PDI, Padini Authentic and Vincci use
reasonable and affordable prices. The brand is more
focused on the middle class and able to attract more
customers such as two items for RM39 items or
three items for RM50.

Next, brands like Seed and Padini use premium
price, they are a bit expensive and focus on upper
classes but the production of this brand is not too
much.

Lastly, the brand of MIKI kids and MIKI marternity is
focused only on children and pregnant mothers. The
brand also boasts premium prices and the production
of the brand's products is also low as its target
audience is small.

BRITISH INDIA ASIA

SINCE 1994, MALAYSIA

British Indian Asia exists?
Never heard of it?

In fact, this brand has been exist
since 1994. It is originally from
Malaysia. There are 40 stores in
four countries namely Malaysia,
Singapore, Thailand and
Pliliphina.

Why British India Asia?

It is a company with the same
base as Padini Holdings Berhad,
which is Fashion Industry.

The concept used by British India
is memories of the British Raj era.
All of their collections are very
unique and most of tourists love
it. There are six categories in the
collection which are new classic,
classic, traveler, adventurer, pure
and travel & yoga.

Strategy that has
been used by
British India Asia
was successful or
not?

At first, British India Asia was famous but SUGGESTIONS:
to this day their performance has
deteriorated. This may be due to 2020, there are many technological
insufficient marketing strategies. facilities that can be used as a source of
earn income.

Perhaps, people do not has knowledge The founders of British India Asia need to
towards the existence of British India Asia, come up with a solution to attract more
while it can be count with a finger. public attention.
Compared to Padini, just say everyone
knows, no matter how old or young. With the active distribution of advertising
toward entire British India Asian collection
The prices imposed on the British India can remind and enlighten the public about
Asian collection are also very expensive. the existence of this company.
This can be attributed to the company
using penetration price as the number of In addition, the price used need to be
people buying their goods is low. In line changed from the penetration price to the
with Padini, although some items are use skimming price and affordable by all
skimming price but the number of people demographic sectors. Smart pricing
buying them is high. choices can manipulate people's thinking.

And the worst part is British India Asia, Finally, arguably the most important factor
which has no online shopping platform. in business in 2020 is providing an online
shopping platform. It can connect British
India Asia with customers located in as far
away as Hong Kong.

APPENDICES

WEBSITE OF PADINI
PADINI.COM

SUGGESTIONS FROM OTHERS COUNTRY
AND

FEEDBACK FROM THE CUSTOMERS

REFERENCES

01

HTTPS://MARTINROLL.COM/RESO
URCES/ARTICLES/BRANDING/BRI
TISHINDIA-RELIVING-BRITISH-
COLONIAL-ERA-FASHION/

02

HTTP://BRITISHINDIA.COM.MY/W
HITE-ELEPHANT/

03

HTTPS://WWW.FACEBOOK.COM/B
RITISHINDIAASIA

04

HTTPS://WWW.FACEBOOK.COM/B
RITISHINDIAASIA/REVIEWS/?
REF=PAGE_INTERNAL

05

HTTPS://CORPORATE.PADINI.CO
M/ABOUT-US/WHO-WE-ARE/

06

HTTPS://WWW.UKESSAYS.COM/ES
SAYS/MARKETING/MARKET-AND-
COMPANY-ANALYSIS-OF-PADINI-
MARKETING-
ESSAY.PHP#:~:TEXT=PRICING%20
IS%20DIFFICULT%20AND%20MUS
T,CONSUMPTION%20OF%20THE%
20CUSTOMER%20BASE.