MichaelMuhammad Asyik

Nurul AinSiti MunirahNur Khadijah

TOHTONKU (S) PTE LTD

ABOUT US

• Tohtonku Sdn Bhd was established in 1964. • Tohtonku is mainly involved in the trading, marketing and

distribution• Market a complete range of personal care and household

products.• From a homegrown name into a multinational brand.• Products are benchmarked against international standards .• The products on shelves all over South East Asia.• Tohtonku (S) Pte Ltd started in1979.• Distribute products brands such as Follow Me, Silkpro,

Everyday and etc.

Current Market Analysis

• Competing against big companies such as Unilever and Procter & Gamble.

• These players distribute more products.• Products are more well-known such as Dove, Pantene, Herbal

Essence and etc• Pricing of products are almost on par.• Very high competition.

Facts and figuresHair Care Company Shares 2005-2009% retail value rsp 2005 2006 2007 2008 2009Unilever Singapore Pte Ltd

15.9 17.6 17.3 16.4 16.4

Tohtonku (S) Pte Ltd 0.8 0.7 0.7 0.7 0.5

Hair Care Brand Shares by GBN 2006-2009% retail value rsp

Company 2006 2007 2008 2009

Sunsilk Unilever Singapore Pte Ltd

6.3 7.3 7.8 8.0

Follow Me Tohtonku (S) Pte Ltd 0.7 0.7 0.7 0.5Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates

PRODUCTFollow Me

Packaging is dull. The design is too simple. The shampoo do not have

much choices compared to Sunsilk.

More product are being produced and introduced.

Packaging has more coloured bottles now.

Advertisement is less vibrant.

More on the relaxing type of advertisement.

The packaging is attractive. Comes in a range of vibrant

and exciting colours like orange, lime green, pink and also yellow.

They use beautiful ladies to promote the shampoo

Introduced a wide range of shampoos. Their advertisement invites people to try their product

The used the hair experts that created each and every type of shampoo.

Sunsilk

PRICEFollow Me

$11.95 – 1litre $11.45 – 700 ml $7.05 – 375 / 350 ml

Sunsilk $9.90 – 800 ml $8.50 – 750 ml $4.90 – 400 ml

PROMOTIONFollow Me

NTUC – Monthly Special$7.90 for 750 ml U.P $8.50

Sunsilk Redeem a $10 CapitaLand

voucher with a minimum spend of $15 on participating SunSilk products.

Buy $10 worth of SunSilk products and stand a chance to win a pair of Universal Studios (Singapore) tickets for 2 adults.

Flight Attendants Increase Sunsilk Brand Awareness

PLACEFollow Me

Selected supermarkets Hypermarkets Selected convenience

store Selected provision shops

All supermarkets and hypermarkets

Major departmental stores Convenience store Provision shops

Sunsilk

FOLLOW ME ADVERTISEMENTInspired by

Japanese hair technology, Follow Me's breakthrough

"Anti-Break System" boosts

the advanced formulation of

Anti-Oxidant (Green Tea), Pro-Vitamins B5 and

Protein, proven to nourish hair scalp,

strengthens hair and effectively

reduces the rate of "Hair Fall" due to

breakages of brittle hair. Try it for 2 weeks and

see result for yourself.

SUNSILK ADVERTISEMENT

Sunsilk has partnered with 7 of the worlds best hair experts to make the make the most professional Sunsilk ever. The Co-creations range is crafted by the l ikes of Jamal Hammadi, hairstyl ist to celebrities - Drew Barrymore, Jessica Alba and Nicole Ritchie, and fashion houses such as Chanel, Dior and Gaultier.

Consumer NeedsTarget Audience: Teenagers, Young Adult & Elderly

Needs and preferences differs for each individual.Basic need of a shampoo is required. Such as:

• To reduce hair loss.• It has to smell good.• Untangled hair.• Soft and silky hair.• No dandruff.• No itchy scalp.

Improvements to be done

• Better advertisement• Advertisement to be shown during primetime• Needs to be more catchy and colourful• More promotion such as bundle discounts at stores• Online purchases • New media advertisement such as Facebook, Twitter, etc• Sample products to be given away during events

collaboration• To be sold at more convenience stores

http://valensvanitysquare.com/2008/11/03/follow-me-green-tea-revitalizer-shampoo/

Testimonials

http://www.hairlosstalk.com/interact/viewtopic.php?f=11&t=14855

THE END