KMC6203 MARKETING COMMUNICATION STRATEGIES Trimester 1, 2023/2024 (T2410) ASSIGNMENT 1 (40%) TITLE: THE EFFECTIVENESS OF HYGR MARKETING COMMUNICATION STRATEGY PREPARED BY: 1. AIMAN NABIHAH BINTI ABD. RAHIM 1211102909 2. AINA NAJIHA BINTI ABU BAKAR 1221304888 3. AISHINI SREE A/P SATHYA MURTHY 1221305049 4. NUR QYAISAH ALEENA BINTI MOHD JELANI 1221305249 SECTION: FAC 1 PREPARED FOR: MS DR NURAFIQ INANI MAN SUBMISSION DATE: 5 MAY 2024
TABLE OF CONTENTS I. INTRODUCTION OF THE COMPANY AND DIGITAL PLATFORM 2 II. THE COMPANY MARKETING STRATEGY FOR THE BRAND 4 III. THE MARKETING MIX OF THE BRAND 6 IV. THE MARKETING COMMUNICATION STRATEGIES VIA SITUATIONAL ANALYSIS 8 V. MAJOR COMPETITORS OF THE PRODUCT 11 VI. THE EFFECTIVENESS OF A MARKETING COMMUNICATION STRATEGY IMPLEMENTED BY HYGR 15 VII. CONCLUSION 17 VIII. REFERENCES 18 1
I. INTRODUCTION OF THE COMPANY AND DIGITAL PLATFORM HYGR is a local company, a vibrant personal care brand dedicated to challenging what is commonly believed around health and wellbeing in the beauty business. HYGR was founded in 2020 with the values of sustainability, quality, and innovation. Since then, it has grown to become a reputable brand among customers looking for safe and efficient natural skincare products. HYGR stands out as a shining example of honesty and creativity in the personal care sector in a world where customers are prioritising health, sustainability, and transparency more and more when making purchases. HYGR is dedicated to creating skincare products that are natural, effective, and sourced responsibly. HYGR was established by partners Meng and Ivor who were completely committed to the values of sustainability and excellence. Started the business at Meng’s parent’s house empty house and now they own a building company for their business. Since then, the company has quickly been known as a top player in the natural beauty industry. Every HYGR product, which ranges from nourishing lip balms to energising deodorants, is painstakingly created to harness the power of nature while producing noticeable effects. At the centre of HYGR's purpose is to focus on a digital platform, which has been painstakingly designed to improve user experience and cultivate deep relationships with its audience. HYGR's digital platform is more than simply a storefront for skincare goods. It's an interactive environment that invites consumers to take a journey of empowerment, education, and self-discovery. There are several key features of the digital platforms. One of them is Content and Educational Resources. HYGR's online platform is brimming with educational materials designed to provide customers with information on skincare components, industry trends, and best practices. The most popular digital platforms that HYGR use to promote their product is by using social media platforms, one of them being Tiktok. This social media platform can attract more consumers by collaborating with popular Tiktok influencers who can showcase HYGR’s products in their content to their large follower base. Users may dig into a multitude of information to make well-informed judgements regarding their skincare routines, from well-chosen articles to interesting blog entries. 2
Secondly, Interactive Product Exploration. HYGR's digital platform allows consumers to easily explore its wide selection of items thanks to an easy user interface. Customers may find the ideal skincare solutions that are customised for their needs thanks to the transparency and clarity provided by detailed product descriptions, ingredient listings, and usage directions. Next, Community Involvement and Support. The idea of community and connection is fundamental to HYGR's philosophy. By means of its digital platform, HYGR cultivates a thriving community of skincare aficionados, whereby members may partake in experiences, trade advice, and provide mutual support during their health expedition. Members are encouraged to meaningfully participate and show solidarity with one another through interactive features including forums, live chats, and social network integration. Additionally, Personalised Advice and Support. HYGR's digital platform uses sophisticated algorithms and consumer data to provide users with tailored advice and support, pointing them in the direction of skincare products that suit their individual needs and preferences. Customers can count on HYGR's digital platform to deliver personalised suggestions with accuracy and precision, whether they are looking for focused solutions for particular issues or considering new additions to their routine. 3
II. THE COMPANY MARKETING STRATEGY FOR THE BRAND In a world progressively prioritising wellbeing and supportability, HYGR rises as a reference point of all encompassing wellness. With a mission to engage people on their wellness travel, HYGR is committed to giving inventive, maintainable items that upgrade both physical and mental well-being. This promoting procedure traces HYGR's approach to locks in shoppers, building brand mindfulness, and driving development within the competitive wellness industry. At the centre of HYGR's personality lies a commitment to advancement, smooth plan, and eco-friendliness. Our symbol, colour palette, and plan components reflect these values, resounding with health-conscious buyers looking for items that adjust with their way of life choices. Our target group of onlookers comprises people who prioritise supportability, mindfulness, and self-care. These buyers are regularly matured 25-45, urban tenants, with expendable pay and a solid crave for items that upgrade their general well-being. Understanding the showcase scene is significant for HYGR's victory. The wellness industry is booming, with customers progressively looking for items that advance wellbeing and supportability. Key patterns incorporate the rise of careful living, known as eco-friendly items, and the developing request for all encompassing wellness arrangements. Be that as it may, the showcase is soaked with competitors advertising comparable items, making separation and brand situating fundamental for HYGR's victory. 4
A SWOT investigation highlights HYGR's qualities, shortcomings, openings, and dangers. Their qualities lie in item development, eco-friendliness, and a solid brand character. In any case, shortcomings such as restricted showcase entrance and brand acknowledgment posture challenges. Opportunities flourish in extending their item line, entering unused markets, and shaping key organisations. However, dangers from set up competitors and changing customer inclinations must be addressed to guarantee long-term successful outcomes. HYGR employs a comprehensive marketing approach on TikTok to capitalise on the platform's extensive viewership and interaction possibilities. Through partnerships with prominent wellness creators, HYGR creates engaging material featuring real-world examples of its products in use. These partnerships frequently take the kind of interesting tasks, educational guides, and sincere endorsements, all of which appeal to TikTok's user population. By means of these collaborations, HYGR skillfully capitalises on the influencers' authority and audience to extend its brand awareness and establish connections with a wider demographic. Additionally, HYGR makes sure that its content is interesting and topical by actively taking part in popular challenges and utilising TikTok's special capabilities, such duets and stitches. This strategy increases visitors to HYGR's website and raises brand awareness, which eventually increases conversions and sales. The marketing plan implemented by HYGR serves as a thorough road map to accomplish our objectives of raising brand recognition, growing market share, boosting online sales, and developing client loyalty. We can succeed in the fast-paced and demanding wellness business by applying our brand identity, knowing who our target consumer is, and combining traditional and digital marketing strategies. With an emphasis on innovation, sustainability, and customer involvement, HYGR is well-positioned to seize new opportunities and encourage people to adopt a more maintained, better way of life. 5
III. THE MARKETING MIX OF THE BRAND HYGR is a well-known brand in the vibrant and demanding wellness sector, dedicated to advancing holistic wellbeing with cutting-edge, eco-friendly goods. Product, price, venue, and promotion are carefully combined by HYGR using the marketing mix framework to engage customers, increase sales, and foster brand loyalty. HYGR's marketing mix revolves around a variety of items that are intended to improve the company's physical and mental health. HYGR provides solutions for all facets of a holistic lifestyle, from cutting-edge water bottles and essential oil diffusers to environmentally friendly yoga mats and meditation cushions. Every product is painstakingly created with an emphasis on sustainability, usability, and quality, exhibiting HYGR's dedication to both environmental stewardship and excellence. In order to be relevant and appealing to its target audience of health-conscious consumers looking for sustainable lifestyle solutions, HYGR constantly innovates and expands its product line. By using a price approach that strikes a compromise between alleged worth and affordability, HYGR is able to attract a diverse customer base while staying profitable. In the wellness sector, HYGR goods are reasonably priced given their high calibre, expert craftsmanship, and use of environmentally friendly components during manufacturing. HYGR makes its products affordable for people with a range of budgets by providing a range of pricing points and occasionally running promotions that cater to particular consumer segments and situations. Furthermore, HYGR's pricing approach supports the perceived value of its products by being consistent with its brand positioning as a high-end supplier of sustainable wellness products. 6
HYGR is an e-commerce company, therefore its distribution plan is all about making the most of its online presence and global consumer reach. The main sales channel for the business is its website, which provides a smooth shopping experience and a large assortment of goods. Furthermore, HYGR collaborates with specific distributors and retailers to increase its availability and reach in important markets. Through the utilisation of digital marketing channels and strategic partnerships, HYGR guarantees its target audience's visibility and accessibility across various geographic regions. Moreover, HYGR looks at collaborations, pop-up stores, and experiential activations as ways to improve brand engagement and establish closer relationships with customers. In HYGR's marketing mix, promotion is essential for increasing brand recognition, user interaction, and conversion. The company has a multi-channel strategy for promotion, utilising a range of techniques to connect with and engage its target market. Important components of HYGR's marketing plan consist of advertising, public relations, social media, content marketing, influencer partnership, experiential marketing and a lot more. By combining various marketing strategies and regularly assessing their efficacy, HYGR guarantees a unified and powerful strategy for attracting customers and increasing revenue. Product, pricing, place, and promotion techniques are all part of HYGR's marketing mix, which aims to promote holistic wellbeing and boost brand success. By offering a wide selection of premium, environmentally friendly items, offering competitive pricing, providing a smooth online shopping experience, and utilising intelligent marketing, HYGR successfully engages customers, fosters brand loyalty, and promotes growth in the cutthroat wellness sector. HYGR stays at the forefront of the wellness industry by consistently inventing, adjusting, and improving its marketing mix. This encourages people to prioritise their health and well-being in a sustainable and comprehensive way. 7
IV. THE MARKETING COMMUNICATION STRATEGIES VIA SITUATIONAL ANALYSIS A strategic method used in a marketing platform that is mostly used by every company is situational analysis, which is to investigate the company's current strength, opportunities, threats, and strengths and weaknesses (Bollig, 2023). The situation analysis gives an overall summary with multiple points of reference, which makes it effective. We demonstrate a situational analysis for the company, in order to investigate the marketing communication strategies that HYGR use for their products. Firstly, Strength is to Setting a major priority on promoting the brand. Being a brand-new business that was founded in 2020, Many people are still unfamiliar with their brand. Focusing on promoting and marketing the brand is what HYGR prioritises using social media to attract consumers. Secondly, Emphasis on customer demands by engaging with consumers through social media gives HYGR the benefits of interacting directly with them and the opportunity to improvise their product from time to time, following what consumers demand. Next, the strength of HYGR is Natural product effectiveness in sustainable times. Given that it takes excitement in producing its range of naturally derived personal care products, HYGR stands out in the personal care business. HYGR's dedication to sustainability and quality really sets it apart as a local company. Lastly, Ability to Overcome Obstacles. In their social media platform, HYGR often shares with customers the crisis that happens to them and solves the problem which makes the brand and purpose better equipped to navigate crises and challenges. Next is Weakness, first is Diluted Brand Message. Inconsistent messaging can make it difficult for customers to understand what your brand stands for, which can cause confusion and make it difficult to set HYGR up from the competition. Maintaining consistency in branding guarantees that the message is understandable, solid, and relevant to who HYGR wants to reach. Secondly, limited physical stores. Indeed, While many customers choose to shop online, some still favour traditional brick-and-mortar businesses. Since HYGR doesn't have many physical locations, its 8
accessibility and geographic reach may be limited. Next, High prices.Since it uses natural ingredients, HYGR products appear to be more expensive than usual products that sell on the market. HYGR needs to keep acknowledging the reason for the high price of their product to clarify the confusion that consumers might feel between other products. Lastly, the weakness is Easy to imitate, HYGR products receive great feedback from consumers, due to the fact that many people try to imitate their products. It is easy to find information about HYGR products when they like to share the process of making it on social media. After that we have Opportunities. First is Increase the brand's online exposure on social media. Building image recognition of a business is a great use of social media. Businesses may build a strong brand identity and establish a connection with their audience by producing content that is both interesting and consistent. Next is to Collaborate with social media influencers in the business. Collaboration with influencers using their content to promote HYGR products can become a part of an impactful marketing communication strategy. Influencers nowadays are able to attract many consumers to use our products especially when they give good reviews to their followers. Furthermore for opportunities is A small number of major competitors. Up until now, there are still not many local companies that produce natural products like HYGR which is a good opportunity for HYGR to expand their brand until it becomes the first brand that comes to mind when consumers think of natural products. Last points for situational analysis are Threats. First is Intense & tough competition. Of course, the fact that HYGR is not the only company that produces natural personal care products means that it will also experience competition from other brands that also produce natural personal care. Without effective marketing strategies from HYGR, it will surely create a hole for other competitors to win against HYGR. Next, Increasing costs. If there are increasing costs for production and raw materials, HYGR needs to increase their product prices, which will make some consumers hesitate to continue buying from them. Also for threats is Reviews on poor delivery systems HYGR can’t escape from bad reviews due to the poor delivery system that sometimes 9
makes the product broken and could’t be used. However every customer that reaches them via social media will get replacement products to replace that broken product. Lastly is Limited Reach. Reaching many people on social media platforms might be difficult because it requires a lot of time and effort. HYGR needs to constantly create high-quality content, respond to comments and messages, and stay active on social media platforms. It will be time-consuming for the HYGR team to endure. 10
V. MAJOR COMPETITORS OF THE PRODUCT It is crucial to fully understand the larger market dynamics of the Malaysian local brand HYGR in order to analyse its competitors. Like in every industry, competition is a major factor in determining how organisations operate and how they perform. When it comes to HYGR, knowing who its main rivals are can give important information about the difficulties it faces and the chances it can seize. Through an examination of these competitors' advantages, disadvantages, and market positioning, we may gain a deeper understanding of HYGR's competitive standing and potential for long-term growth and success. One of the well-known local brands that competes with HYGR in the Malaysian market is JOI, which is a part of the same industry. Similar to HYGR, JOI has made a name for itself in the industry by providing a wide range of goods that are catered to the demands of Malaysian customers. Focusing on utilising Instagram marketing, JOI has successfully capitalised on the platform's visual focus to exhibit its items and engage with its audience. As we might already know, JOI’s product lineup is similar to HYGR’s; it consists of personal care necessities that address a variety of everyday grooming and self-care. JOI also offers a wide range of goods that cater to the various needs and preferences of its target audience, including the famous deodorants that are created to deliver long-lasting freshness and hair care products that efficiently nourish and style hair. 11
(JOI’s official Instagram and Tiktok profile.) As we take a look at JOI’s social presences, it is safe to conclude that JOI favours Instagram more than Tiktok when it comes to digital marketing, unlike HYGR. Of course, the choice of Instagram by JOI and TikTok by HYGR as their primary marketing platforms likely stems from their respective brand identities, target demographics, and marketing objectives. Instagram's visual focus and its appeal to younger audiences—millennials and Gen Z in particular—make it the perfect platform for JOI. JOI caters to this particular demographic by selling a variety of personal care goods. By using Instagram, the firm can present these products in aesthetically pleasing ways and incorporate them into relatable living contexts. Furthermore, JOI may work with content creators that share the brand's values and aesthetics due to Instagram's devotion to influencer collaborations. Moreover, if one is an avid user of Instagram, they may come across JOI’s ads through one of Instagram’s features: Instagram Story, which increases the brand's visibility and engagement among its target audience. On the other hand, HYGR's choice to concentrate on TikTok fits well with the platform's trend-driven and dynamic character, making it a good fit for the brand's younger and more tech-savvy target demographic. HYGR acknowledges that TikTok's short-form video style and interactive features have the potential to reach and engage a wide and diverse audience, particularly as the site continues to grow in popularity 12
among Gen Z users. (HYGR’s official Tiktok profile.) Furthermore, HYGR uses TikTok's live streaming feature allowing HYGR to engage with its audience in real-time, building community and authenticity. Through live streams, the brand directly interacts with customers, addressing inquiries, demonstrating products, and hosting exclusive events, strengthening relationships and fostering loyalty. Additionally, HYGR uses TikTok to share behind-the-scenes videos, offering transparency into its production processes and humanising the brand. These videos build trust, emotional connections, and reinforce the commitment to quality and authenticity. In contrast, JOI's Instagram strategy mainly revolves around official brand content like announcements and product promotions. While Instagram is effective for influencer partnerships and visual storytelling, JOI's approach lacks the depth and authenticity found in HYGR's behind-the-scenes TikTok content. In Malaysia's competitive market, HYGR's strategy connects with consumers on a more human level by showcasing various aspects of its operations and culture, leading to higher customer engagement and loyalty. 13
To sum up, knowing the main rivals in the Malaysian market, including JOI and HYGR, offers important insights into the various tactics used by local businesses to draw in customers and win their loyalty. While HYGR utilises TikTok's interactive features and behind-the-scenes content to engage with its audience in novel ways, JOI uses Instagram's visual appeal and influencer collaborations to highlight its products. Brands such as JOI and HYGR are able to navigate the competitive market with creativity and agility, and in the process, they are able to dictate the changing dynamics of the Malaysian market by identifying the distinct advantages and opportunities offered by various marketing platforms. 14
VI. THE EFFECTIVENESS OF A MARKETING COMMUNICATION STRATEGY IMPLEMENTED BY HYGR A well-defined marketing communications strategy is vital for the success of every company. In order to expand their product the marketing communication strategy needs to be effective to the customers.For HYGR to stand out from the competition and cut through the noise, each interaction a client has with the company needs to reflect the same values, advantages, and unique selling points (Cheryl, 2023). HYGR has a strong digital presence driven by engaging online content that is mostly through Tiktok. Not to mention that HYGR always does LIVE everyday in tiktok to sell their products as well as promoting and engaging to their customers. In terms of the effectiveness of marketing communication strategy that has been practised by HYGR is online marketing. They have tried every marketing strategy that they could and according to their skills and capabilities, online marketing is the most effective to HYGR. Through online marketing they often do document over creating creating content creation The effectiveness of online marketing is working for HYGR because day by day they are able to make Identity Branding. HYGR is able to make people more recognize their brand by promoting their products through every online media platform. Furthermore, through surveys, brand tracking studies, or social media input, HYGR monitors shifts in brand recognition by recall and perception within the target population. Next, HYGR measures effectiveness marketing through Promoting expansion by Measure the reach and exposure of the communication strategy across different channels. Page visits, social media engagement, and internet transactions are also included. The amount of impressions, views, and following may all be measured in this way. A good looking brand and website will open the door to more interaction online and lead to more sales. 15
HYGR also refers to value-boosting sales promotions in marketing, which boost value by lowering the price, offering changes to the product's quantity or quality, or both. These have the potential to add value over the longer term. Where to find out how the communication strategy is perceived by the target audience or customers, HYGR’s effectiveness of marketing communication also refers to Customer feedback. Analytical feedback can give important information about what the audience finds appealing areas for improvement. Lasly, Rival comparison is also an effective way in marketing communication strategies. Evaluate the communication strategy's performance in comparison to rivals or typical practices. HYGR initiatives compare in terms of reach, engagement, and efficacy with those of competitors. 16
VII. CONCLUSION In summary, HYGR is the perfect example of how modern personal care technology, natural beauty, and holistic wellbeing all come together. Since its founding, HYGR has provided customers with a haven where sustainability, effectiveness, and purity all come together. It has also served as a monument to the revolutionary potential of thoughtful skincare. In addition to completely redefining the conventional beauty purchasing experience, HYGR has created a vibrant ecosystem where personalisation, community, and education all come together through its innovative digital platform that is mainly through social media which is Tik Tok. HYGR is also a company that prioritises the process of an abundance of educational materials, lively interaction, and tailored suggestions, HYGR's online presence goes beyond simple sales to act as a spur for empowerment and self-awareness. HYGR is a source of honesty and inspiration in a world where pursuing beauty and well-being frequently collide. One beautiful smile at a time, HYGR improves lives by transforming skincare regimens and is committed to quality, sustainability, and customer empowerment. Essentially, HYGR is more than simply a personal care line, it's a declaration of purity, an ode to uniqueness, and a reminder of the timeless power of beauty and HYGR also is a proof effective marketing communication strategy when their company is now getting world recognition day by day. 17
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Claudia Khaw. (2022). Malaysian law grads smartly leveraged Tiktok to boost the growth of their body care biz. Vulcan Post. https://vulcanpost.com/778317/hygr-natural-lip-balms-deodorants-malaysia-onlin e/ All products. (n.d.). HYGR. https://hygr.my/collections/all Our story. (n.d.). HYGR. https://hygr.my/pages/our-story 19