UUM College of Business

BPMM6013 Marketing

Management Group 1

STP ANALYSIS: DUCK GROUP COMPANY

Prepared For:
Dr. Nor Pujawati Md Said

Prepared By:

Ravindran A/L Sivakumar (830580)

Nurlina binti Khairul Anuar (829749)

Sasikala A/P Sivagi Ganesan (830545)

Ammitra Nair A/P Thamotaran (830612)

Sitie Zoebydah binti Mohd Afandi (830650)

Submission Date: 20th November 2022

 Table of Contents

1.0 Executive Summary...........................................................................................................2

2.0 Company Background.......................................................................................................3
3.0 Issues and Challenges.........................................................................................................4
4.0 Situational Analysis.........................................................................................................5-8
4.1 SWOT Analysis…................................................................................................5-6
4.1.1 Strengths..................................................................................................5
4.1.2 Weaknesses..............................................................................................5
4.1.3 Opportunities...........................................................................................5
4.1.3 Threats.....................................................................................................6
4.2 Marketing Mix…...................................................................................................6
4.3 Segmentation, Target & Positioning.......................................................................7
4.4 Customer Behaviour…........................................................................................7-8
4.4.1 B2C Customer..........................................................................................7
4.4.2 B2B Customer..........................................................................................8
4.5 Competition…..........................................................................................................8
5.0 Recommendations.........................................................................................................9-16
5.1 Objective..................................................................................................................9
5.2 Marketing Mix....................................................................................................9-11
5.2.1 Product….............................................................................................9-10
5.2.2 Place.........................................................................................................10
5.2.3 Price...................................................................................................10-11
5.2.4 Place...................................................................................................11-12
5.3 Strategy..............................................................................................................12-15
5.3.1 B2C Strategy......................................................................................12-15
5.3.2 B2B Strategy...........................................................................................15
5.4 Controlling…..........................................................................................................16
6.0 Financial............................................................................................................................16
7.0 References….....................................................................................................................17

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 1.0 Executive Summary

dUCK Group was founded in May 2014 in Malaysia by Vivy Yusof and is mostly based
as a successful online fashion company. The company was successful enough online that it
opened four physical stores in Malaysia mostly in the KL region and opened one store in
Singapore. Through its online platform dUCK was able to reach most Southeast Asian
countries as well as MENA Regions additionally as providing global shipping to multiple
countries. dUCK’s main product line is their scarves collections which can range from
basic designs to extremely colorful and exotic designs, additionally, their product line also
includes cosmetics, stationeries, home & living products and lastly handbags. The
company positioned itself as an affordable luxury lifestyle brand for the modern city girl
who is classy, playful and fashionable. However, as the success of the company grew the
company repositioned itself to appeal as a high-end luxury fashion accessory. Therefore
the main customer market that dUCK would want to attract would mostly relate to career
women who would purchase their scarves or other products as an investment to their
wardrobe as well as view their purchase as rewarding.

2.0 Company Background

The dUCk Group Company comprises of 5 main products lines - scarves, cosmetics,
bags, stationeries and home & living. dUCk Group was founded on May 5 th 2014 in Malaysia
by the famous fashion blogger and icon, Vivy Sofinas Yusof and her husband, Fadzarudin Shah
Anuar. The business is primarily focused on its success as an online fashion retailer (The dUCk
Group, 2017). dUCK's main product line is scarves, which vary from simple to highly colourful
and exotic designs. They also have cosmetics, stationery, home & living goods, and handbags
(The dUCK Group, 2017). dUCk arose from a passion for well-branded scarves. In its quadrant,
dUCk placed itself as an aspirational brand, with almost no competition. dUCk wants to send
the message that wearing scarves should be a celebrated act among women, whether Muslim or
not, to the modern city girl. The dUCk brand is centred on a character called D, and the
evolution of dUCk is inextricably linked to Datin Vivy’s life and adventures, which are
depicted in illustration form. She positioned itself as a budget-friendly luxury lifestyle brand for
the modern city girl who is stylish, playful, and classy (Abdul Aziz, 2016). The brand, which is
known for its exclusive prints, stunning embellishments, and limited-edition designs, often
causes a fever among fans and followers whenever a new collection is teased, which sometimes
sells out in minutes.

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3.0 SWOT Analysis

Strength Weakness
- Local brand with affordable price for - Duck is an e-commerce brand which
Malaysian can get from online only.
- The material is in good quality. - Influence of other international
- Association with Fashion Valet. brands in market.
- Providing variety of designs. - Change must be constant in the
organization. It operates in a sector
of the economy known for its
quickly changing customer demands
and fashion trends.

Opportunity Threats
- Emerging markets like the United - Competition from other brands.
Arab Emirates give the dUCK - Ability to sustain in local market is
company the chance to diversify into biggest threat for dUCK.
international business ventures, - Maintaining the technical
which boosts consumer demand for developments offered by other
the premium brand and helps it handbag makers.
grow.
- Since dUCK is a premium brand that
depends on lifestyle trends becoming
more upscale, the changing nature of
lifestyle trends presents a business
opportunity.

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3.1 Strength

The strength of dUCK company is the price which is affordable since it is a local brand.
The local brand usually sold their products matching with market price. The demand for the
product will increase because if the price is affordable the consumers will give a try on the
product. Secondly, the quality of handbag is good. The dUCK handbag made up from High-
Quality Faux Leather. The company also providing handbags with variety of design and
color. It’s also associated with Fashion Valet brand.

3.2 Opportunity
Emerging markets like the United Arab Emirates give the dUCK company the chance to
diversify into international business ventures, which boosts consumer demand for the
premium brand and helps it grow. Since dUCK is a premium brand that depends on lifestyle
trends becoming more upscale, the changing nature of lifestyle trends presents a business
opportunity.

3.3 Weakness
dUCK is an e-commerce brand which can get from online only. The outlet of duck is at
Selangor only. People who want to buy product from the outlet is a bit difficult for them.
Moreover, the influence of other international brands in market. For example, Swiss polo,
Bonia, Bata and etc. Change must be constant in the organization. It operates in a sector of
the economy known for its quickly changing customer demands and fashion trends.

3.4 Threads
The number of competitors in local and international market is high. This will affect
company’s revenue and stock clearance. The company need to maintaining the technical
developments offered by other handbag makers.

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 4.0 Customer Segmentation Analysis

In general, customer segmentation can be divided into four categories which are
geographical, demographical, behavior and psychographic. dUCK products focusing on
psychographics which is classified as the study of personality, values, attitudes, interests and
lifestyles. dUCK engage with their customers efficiently and help them recognize the
company's goods or services, businesses need to be aware of their habits.
dUCK portrays their products as a luxury lifestyle brand for the modern city girl who is
stylish, playful, and classy. This strategy matched to customers who are very concern their look
and wanted to add charisma in their daily look.
The brand, which is known for its exclusive prints, stunning embellishments, and
limited-edition designs, often causes a fever among fans and followers whenever a new
collection is teased, which sometimes sells out in minutes. The limited edition designs and
exclusive prints creates a special feelings to the customers which they believe they have
advance taste in style compared to others, regardless the price of the products.

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5.0 Potential Customer Segment (lina)

The world is made up of many different consumers, each with their own set of needs
and behaviors. Segmentation seeks to complement consumers with products that satisfy
their individual set of needs and behavior patterns. An organization uses customer type
segmentation when it needs to impact a certain consumer type. Organizations target
specialized target audiences with each product and marketing strategy rather than
providing services or goods to everyone. Companies can deploy marketing budgets more
wisely by focusing exclusively on the demographics that are most likely to buy their
products by using customer-type segmentation.
Duck is the name of Vivy Yusof's high-end hijab line. This scarf is intended for
fashionable women who value a touch of elegance in their daily life. The company aims to
imitate the legendary, outrageously priced scarves sold by Hermes in terms of the shopping
experience. Indeed, this brand's boxes are remarkably similar to one another because they
are both flat, square, and strong, and they share the same colour and trim. There are colours
with names like Banana Pudding, Diamond Rose, and Mint Frosting that are readily
accessible. A hundred and twenty to eighty hundred ringgit will buy you this scarf.
The pricing and packaging were high as part of the plan. Vivy's blog and social media
posts are written in English, which is spoken by a greater number of wealthy Malaysians
than the general public. In addition, packaging should be used rather than simply placing
the items in plastic bags. When people acquire a scarf, they should be presented well,
according to Vivy, who also believed that donning the hijab should better their lives. The
client said that Vivy's concept of the duck was improved to their lives, which is altering the
headscarf's reputation from before, looking like makcik (a frumpy elderly woman), to
being more contemporary. This long-term viewpoint gives DuckScarves more knowledge
to periodically release new, distinctive goods, gauge the profits they will bring in the
future, and provide value to customers.
Duck Group has continuously looked forward to creating value for the consumers and
digging deeper into the consumer's needs. From that, they can identify their target
consumer and introduce more variety of products other than scarves, which are cosmetics,
stationeries, bags, and home & living products. The development of the products gives the
uniqueness of this brand, initially known as a scarf brand. Consumers are constantly
seeking the best deal possible on goods and services in terms of quality, responsiveness,

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cost, and other factors. The products of Duckscarves are consistently stylish, up to date,
and of high quality. The products are also limited edition, which increases consumer
interest despite their high price. When consumers realise the worth of their pleasure, they
bounce back and make more purchases.
Vivy Yusof, the founder of Duckscarves and a prominent social media influencer,
contributes significantly to marketing strategies in terms of customer care by updating the
product on Instagram, one of her most popular social media channels. As a result, she can
interact with customers more personally and draw in additional customers by being aware
of their needs. Customers get more attached to the brand since she interacts with them and
solicits their input. The retention of both new and devoted customers depends on this
involvement.

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 6.0 Competitors Analysis

Company Name Naelofar Alhumairah

Company based Malaysia Malaysia
Reputation in Malaysia Well-known brand Well-known brand
Product Hijab, prayer wear, clothing,Hijab and accessories
bags, accesories
Customer Middle class Middle class

The two principal and popular businesses that will compete with our headscarf’s in Malaysia
are Naelofar and Alhumairah. Both of the products are quite well known and recognized by
most of the Malaysia’s citizens. Competition with other brands that may be cheaper and easier
bought. The products of Duckscarves keeping up with evolution in good qualities and materials
that provided by other headscarf’s brands. But still, Malaysia still as an open market for any
brand to be a market leader.

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7.0 Target Market Analysis (lina)

Duck group has used the undifferentiated market strategy in terms of targeting methods.
Duck group has a marketing strategy to help her focus on her intended web audience. The
main targeted Duck Scarves has 3 which are those working women because they have an
income, men’s relationship status we divided into three categories first is married men who
wanted to buy for their wife, family men that want to buy for their mothers or sisters and
last men who are in the relationship who planning to buy for their girlfriend or best friends.
Our products are different from other competitors in that we provide custom-made
products. Customer can custom made their own shawl depending on their preference and
choices if they wanted to go for something new and different from a normal scarf.

Moon Scarves main

target market has 3 which are
those
working women because they
have an income, men’s
relationship status we divided it
into
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three category first is married
men who wanted to buy for
their wife, family men that
want to
buy for their mother or sisters
and last is men who is in
relationship who planning to
buy for
their girlfriend or best friends.
Our products is different
between other competitors
which we
provide a custom-made
products. Customer can
custom-made their own shawl
depending on
10
their preference and choices if
they wanted to go for
something new and differ from
normal
scarf.

8.0 Positioning Strategy Analysis (lina)

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 Marketing position is one of the marketing and business strategy, this strategy is based
on how the marketer wants to see their brands or product. Company can see their product
as a luxury, reliable or fast. Either way the way they want to present their product
determine their position. They need to choose a position that suitable their product the
position where their target customers exist.
Positioning strategies can be structured and developed in a variety of ways such as
competition, object attributes, the type of users involved, applications, or product class
characteristics. Finding how to fill up space inside a target consumer's mind is the first step
for the business. Mostly they grab the primary market and sustainable business by being
the primary business idea in a consumer's mind.
The positioning of a brand or products involves a marketing strategy that helps
to build and establish a brand image of the products in the mind of consumers. We decided
to position our product which is Duck Scarves in a place where customers can buy our
product with high-quality products. It means the amount of money being spent is much
value with the quality of the products and this can be done as Duck Scarf is using exclusive
materials and expensive branded products. Customers are very satisfied because the Duck
Scarf is a very limited edition not be reprinted in the future.

The positioning of a brand

or products involving a
marketing strategy that help to
build and establish a brand
image of the products in the
mind of consumers. We
decided to

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position our product which is
Moon Scarves in the place
where customer can buy our
product
at the cheaper price with a high
quality of products. It means
the amount of money being
spending is much lower than
the quality of the products.
We use the cost leader strategy
because we want customer to
know us with products that
provide a lower price as
compared
to other products available in
the market. Despite having a
lower price, our quality is much
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more like the branded scarves
because we want to at least
have some competitive
advantage
like others. This can be done as
we are using a materials that
just like the branded products
use but a bit cheaper than that.
However the quality is just like
the same like the expensive
products. Customer are very
price sensitive as they usually
tend to find something that
offer a
cheaper price but having a
same quality like expensive one
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9.0 References

Abdul Aziz, N. (2016). 7 reasons why the dUCkscarves are a hit. Retrieved
from https://zaahara.com/blogs/writers-corner/7-reasons-why-the-duckscarves-are-a-hit
Adreena, I. (2018). Guess How Many Scarves Have dUCk Scarves Sold In Four Years (It’s A
LOT) | Lifestyle | Rojak Daily. Retrieved
from http://www.rojakdaily.com/lifestyle/article/4779/guess-how-many-scarves-have-duck-
scarves-sold-in-four-years-it-s-a-lot
The dUCK Group. (2017). Behind The Cool – dUCk. Retrieved
from https://duckscarves.com/behind-the-cool/

- Background of Company

- SWOT Analysis

- Customer / Segmentation Analysis (select 1 product)

- Identify current and potential customer segments of product

- Describe the relative size of each segment

15
- Competitors analysis

- Target market analysis

- Identify the positioning strategy for the firm

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