This page is based on research conducted on Interactive advertising methods of a Malaysian brand that I have chosen which is British India. I am grateful to my lecturer Ms Suzanne for her regular guidance, patience, and encouragement throughout the process of completing this project. I would like to acknowledge my course mate, Amaliyna who rendered her help and support during the period of my project work.
The impact of technology on our everyday lives has become exponentially over the previous decade. It helps us to connect with the world around us and acts as a portal to vasts amounts of knowledge. This study is conducted to understand the consumer's perception that is related to the consumer interaction in order to identify the most effective interactive advertising method.
Brand History Review
BritishIndia is established in 1994 by Pat Liew, group chief executive officer and a veteran within the Malaysian retail trade, who manages brand’s innovative direction and soul. Pat has over thirty five years of expertise and was Merchandising and Fashion Director for a long time in Metrojaya which was the most well-liked emporium in the Nineties. The organization has its 100,000 sq. feet open-faced brick headquarters as well as a design studio with seventy designers and an extensive warehouse in Kota Damansara, Selangor, Malaysia. (Martin Roll, 2016)
BritishIndia began its branding and advertising strategy with the brand name. With the name ‘British India’, the goal was to bring out the nostalgic memories of the era of British Raj. The pilgrim feel and the decision upon the wealthy heritage that British Empire deserted. The brand named BritishIndia was was propelled by the past days of British frontier govern in India, a massively rich and eminent period that reflected how the British and Indians had impact over each other, starting the East-meets-West culture. This was in accordance with the underlying system to separate itself within the marketplace.
To manage this differentiation, the organization needed to think of a powerful identity. It made an energizing mix between the British legacy and its ageless elegance and a definite temperament that would be significant to its present client base. (Martin Roll, 2016)
Primary research (data collection)
The chart indicates brand preference of the respondents. In this survey, the scale from 1 – 5 is used to measure the level of favorability of brands. The brands includes H&M, Forever 21, Mark & Spencer, British India and Zara.
As for H&M and Forever 21, most of them have a neutral point of view towards these brands. Whereas the respondents are unfavorable of the brand Mark & Spencer and they are very unfavorable of clothes in British India. Zara has a equal amount of people who are unfavorable and neutral for its brand.
In short, with the favorability ratings, H&M is the most favourable brand, follow by Forever 21 and Zara while Mark & Spencer is an unfavorable brand. Lastly, British India is the least favorable brand among all the brands above.
The bar graph illustrate the proportion of the perception on the topic of preference when buying clothes.
The main criterias of people with total respondents of 30 person. The highest percentage of 76.7% would look for the aspects of comfort, and 73.3% think that quality is the important and crucial aspect when purchasing clothes. Respondents who prefer affordable price and style accounted of 66.7%, while people who choose aesthetics, material and recommendation from friends and families has a similar percentage of 33.3%, 26.7% and 20% each. The remaining criterias that is brand credibility and organic or fair trade and others are lesser than 20%.
According to the percentage of bar graph above, the important aspects they would prefer for clothing are comfort and quality.
The pie charts illustrate the how often young adults purchase clothes.
The highest percentage of 43.3%, purchase clothes once in three months. People who purchase clothes once in 2 months accounted for 33.3%, whereas the proportion of people purchase clothes on in a moths was only lesser than one fourth of the total. The 10% of respondents who purchase clothes more than once a month.
According to the percentage of pie chart above, majority of the young adults purchase clothes once in 3 months. By contrast, the amount of people who purchase once in a month and more than once a month has the similar percentage.
According to the pie chart, most of the young adults are willing to spend below RM150 for a high quality clothes. 34.5% would pay RM150 to RM250 for a high quality clothes whereas only 13.8% of young adults are willing to pay RM250-RM350 for a quality clothes. None of them in this survey would spend more than RM350 for a quality clothes.
To conclude, the highest range for a quality clothes is RM250 – RM350.
The bar graph illustrate where people usually purchase clothes. There are three options that can be found in this question which are online purchase, offline store/ outlet visit and others. The most significant pattern is 93.3% of the respondents visit the store to purchase clothes, and people who purchase online consist of 20% while 3.3% among 30 respondents neither purchase online nor offline store to purchase clothes.
In stark contrast, the percentage of buying clothes in offline store is higher as compared online purchase. Likewise, the percentage of the option – others is less than 5% of respondents of the survey.
The histogram illustrate the level of agreement or disagreement by using the scale 1-5 to represent each level. 1 which is strongly disagree, 2 – slightly disagree, 3 – neutral, 4 – slightly agree, 5 – strongly agree. The majority of respondents slightly disagree that they usually dress for fashion not comfort, and least respondents strongly agree with the statement. The statements including of I usually shop different brands to source a variety of choices when buying; fashionable styling is important to me; I usually go for cloths with reasonable price; The higher the price, the betterr the quality of the apparel; I prefer brands using social currency. Eg. Artificial currency earned by points used for gifting are more interesting generated the highest number of people neither agree nor disagree of the statement. While, most of the young adults strongly and slightly disagree that they with the statements of purchasing more expensive clothing brands and they slightly agree that they would prefer clothes which are comfortable.
Among the different statement, most of the participants of this survey are neutral towards the statements above. In a nutshell, the Gen Y usually prefer a comfortable clothes with affordable price.
The given pie chart shows that out of 30 respondents that have completed the survey questions to test that have they tried or purchase British India’s product. There are only two option, which are yes or no.
The percentage of 76.7% answer no, 23.3%, which is a least amount of respondent said yes.
From this figure, majority of the survey respondents have not tried British India.
The charts provide information on the experience of British India. The option for the survey question are divided into five section of the respondent’s opinion. In general, a greatest percentage of young adult is slightly satisfied and the remaining percentage of young adults do not have any comment, or opinion of the overall experience in British India.
At 57.1%, we can see that young adults of choosing the slightly satisfied section accounted for the majority, the percentage had dropped to 42.9% choose neutral, while none of the respondents extremely satisfied, slightly dissatisfied and extremely dissatisfied about the brand.
To conclude, there are slight difference between slightly satisfied and neutral as for the overall experience of British India.
The chart shows the approach British India used to reach its audience and how the audience first hear about the brand. There are few platforms to reach its target audience. The platforms that can be utilized are television commercial, radio, newspaper, magazine, word of mouth, Internet and others.
More than three quarter of the respondents first hear about British India through word-of- mouth with the percentage of 85.7%. The second highest percentage of 28.6%. The remaining 14.3% who first hear about British India by other platform.
In a nutshell, majority of the young adults first know about the brand is through word-of-mouth.
The bar graph shows the perception of the audience as they have not tried British India. The choices of option include high price, doesn’t suit their taste, not trendy, they have never heard of the brand and others.
There are 47.8% of the respondents think that British India clothing style does not suit their taste. The other option which is they have never heard of this brand consist of 39.1%. High price is another factor that demotivate the respondent to try British India. The percentage of people who pick not trendy and others are 4.3% each.
In conclusion, the main factor for not trying the clothes in British India is due to the clothes that does not suit the taste of the audience.
The given chart explain the audience point of view of British India. Out of 30 respondents that have completed the survey questions to test how the audience best describe the brand by using the likert-scale from 1-5 to measure the attractiveness (interesting – not interesting, fashionablity (fashionable – old fashioned), design (plain – complex), and style (modern – traditional).
Majority of the people has a neutral point of view towards the attractiveness, fashionability, design and style of British India.
The bar graph provide the opinion of respondents for the brand.
Young adults choosing advertising/ promotion accounted for the majority with 63.3%, the percentage of 56.7% that agree British India should have more exposure on online media. The number of 13.3% of people who think the brand should also improve on the other part.
To conclude, there are no huge difference of people who choose advertising and promotion and more exposure on online media that they think the brand should improve in.
The figure indicates the preference of traditional or digital media for advertising. The different media selected by the 30 respondents of the survey are posters, TV commercial, radio, flyer, brochure, magazine, newspaper, social media and others.
With the percentage of 90% of the respondents prefer advertisement in social media and the least percentage others. 56.7% of the young adults choose magazine whereas 33.3% select TV commercial. The percentage of people which prefer posters 16.7% less than the people who choose radio ad and newspaper. The remaining 20% is separated equally for flyer and brochure.
In short, social media advertisement would be the most effective media to reach the young adults.
The pie charts illustrate the preference of the style of British India ad.
The highest percentage of 43.3% choose option 3 which is by using celebrity and model in its advertisement whereas the proportion of people who select the first option which consist of graphic and words to capture the audience’s attention The remaining option consist of 10% each.
According to the percentage of pie chart above, most of the people prefer celebrity and model for an advertisement.
According to the pie chart, there are 56.7% of female and 43.3% of male respondents for the survey.
The bar graph above shows the age range of respondents which is from the age of 16 to 32 years old.
As shown in the pie chart, the monthly allowance of 56.7% out of 30 respondents is below RM500, 16.7% of them have RM500 – RM1500 and 13.3% have above RM5000 as their monthly allowance.
According to the graph above, there are 63.3% who are students, the remaining respondent’s occupation are auditor, abc, programmer, and working adults.
The article chosen entitiled ‘ British India founder wants to make it a great company’ written by Choong En Han from The Star Online. The founder of British India Pat Liew is currently the British India Group CEO, she helms the creative engine and soul of her organization with 40 outlets in Malaysia, Singapore, Thailand, and Philipines. Throughout the years, Pat Liew has passionately built a fashion empire with her dedicated team who has been with her since the inception of the brand. In this article it includes her personal story behind founder Pat Liew amazing success.
A cautious revisionist job, “The Founder” tells that success is not just saying but to do it, she built his fortune by putting all her effort to the retail industry. She is proud and satisfied by what they’ve built and the warm, mournful performances.
By the time she decided to take over this brand years ago, she closely examine the quality of cloth and cotton used for the clothes in British India to make sure all the products met required quality standard, but customers aren’t buying as they do not aware about this brand at that moment. Her fortunes change as her faith, self belief, hard work and determination has finally brought her to success and with the successful advertising campaign presented by Yazmin Ahmad “Presenting British India; An era of racism, oppression, injustice and nice outfits”, where the customer started to realise and know the brand. She’s impressed by the turnout, but she’s more taken with the seamless efficiency of the British India productivity.
The founder, Pat Liew attitude towards her business is to keep things neat and tidy (it all shines or gleams), and she believe that communication (back and forth conversation) will be more efficient and important as a team.
As Pat Liew ambition grows, she also grows more self-interested, adapting a purely instrumental approach to other people who has been involved of the operation of British India. Without her husband help and support from her business partner, and workers. She wouldn’t get to enjoy the fruit of achievement.
Hard work, determination and every decision is important and it influenced by self- and collective efficacy as well as self-belief is also essential in order to achieve one’s goal. building brand identity or run a business is a life-long learning. To make the life-long learning to be triumphant, the founder first need to have the interest and passion as well as motivated enough towards the job or brand.
It is observed that in this article, the founder Pat Liew experienced difficult time that influenced by the hard climate and hours of daylight, experience and story through the journey of successful brand. “Create a brand is easy but sustaining it is not” she said. While the world is changing constantly, they need to adjust themselves with the new surrounding, and this can be a big challenge for a brand. Futhermore, with so many challenges to be faced, Pat Liew’s self-esteem did not discend. A motivated employer like her is one who not only feels pleased with her job, but also empowered to do the best for excellence products. At last, I enjoyed reading this motivational article and inspiring character. The author have presented a realistic research of Pat Liew, and he convey the message and her story from the beginning to the end clearly. The article does contain supporting information and the structure of the article was organized that shows and tell the readers the story about successful entrepreneur in Malaysia.
British India is a Malaysian brand located in Kuala Lumpur, owned by Pat Liew, the design and style behind its brand identity, as having a heritage of “British Colonial Era”. The brand features the contemporised batik prints to pua prints from Sarawak with high quality material detail that elegantly plays with pattern, colour and texture, the geometric.
British India brand identity takes these qualities and focuses them into a quieter but distinct brand identity expression that favours commonality and, taking inspiration from the British Raj Era where the British colonial rule in India which is an immensely rich and magnificent period that reflected how “the British and Indians had influence over each other, sparking the East-meets-West culture” layers this with a narrative component that calls a merge of British heritage and its timeless elegance.
The interior design of the outlet store, the history of the colonial era and the material it used for clothes are the defining qualities of British India. There is plenty to draw on. The British India appropriately distil these down into a simpler, elegant combination of elements; the graphic, the material and a shared story.
As for the marketing strategy. The quality of the product has direct impact on the brand, therefore, British India develop and sustain the product quality in order satisfy the needs of the consumer and it itself gains the market demand. Implication of the quality of British India product is foremost essential part for their brand.
Sales and promotion is one of the parts of the marketing mix that they offer every year to make it available to the customers which this strategy contributes to a brand and long term effective promotion of the product gives the brand impact among the customer.
For the past 22 years, the brand has kept its identity consistent – cotton tops and linen tops are its staples and intricate beading on silk and cotton tops are created for some exclusivity. The brand also stubbornly insists on quality – the fashion design team has been perfecting its two-way stretch pants for ladies for the past 19 years by refining the cut, the hold, lift and tucking properties of the pants – making the stretch pants a constant bestseller. In addition, a design that does not work is sent back to the drawing board as many times as it takes until it hits the right note. This element of consistency and quality is essential and central to its brand strategy. (Martin Roll, 2016)
From these, we can conclude few important implications for strategic brand management is the consistency of its brand identity and high standard quality of the product. Besides that, the advertising strategy utilized by British India is print advertisement in magazines. To build its brand identity, the brand also involve in the social and community life through the project that called “The White Elephant” where British India donates and distribute the old but never-worn samples to the poor.
The marketing mix and brand concept are interlinked. Brand and marketing mix shows its impact on market and customer which emphasis on the organisation success. It is found that increasing of brand value and sustaining the brand identity becomes a good choice among customer of that particular product available in the market.
Several aspects have been focused in their branding and marketing strategy that concludes the brand image in the minds of customer. The important 4P’s, price, product, placement and promotion in the marketing mix of the brand has emphasized its value in the promotion of the brand which directly or indirectly promote the product. The manager who are socially active and always aware of the good and services to the customer firms needs and these can automatically imprints the good brand image to the audience.
Existing Advertising Methods
The most basic form of online advertising is a company’s website where buyers can find information about the products and services. British India has its own website which it allows consumer to purchase or contact the product directly from the website. With the website, anyone is able to display images so that they have a clearer picture of the outfit before making purchases.
Although British India is not a new brand, but most people are not aware of the products. Advertisements that are distributed apparel at a low piece, and British India will have sales and promotion every year as it is one of their strategy to capture the consumer attention and incentives to motivate customer to take action and purchase the British India's product.
British India existing advertising method is create and organise a campaign. The important branding strategy used by British India was window display which they state that it is fundamental to fortify its branding and fill in as a continuing confirmation of contemporary Malaysian refinement in depicting the culture of the brand and its brand identity.
For instance, in Visit Malaysia 2014 campaign, British India promote the local tourism by using the method of window display at KLCC Suria and Pavillion that led to a maximum impact with tourists and locals. While in the same year, British India her window display which entitled “The Star’s Voices of Moderation” campaign at Gurney Plaza store in Penang to mark Malaysia Day.
British India also use the Traditional methods of communication with the consumer which is magazines. Advertising in magazine to target consumers who engaged in a certain kind of trade is useful, for example, people who have interest in particular topics like fashion and clothing.The British India advertisement are minimalistic, fascinating image and graphic with the brand’s name.
Social network advertising, also social media targeting, is a group of terms that are used to describe forms of online advertising that focus on social networking services. The brand created a facebook and Instagram page are usually used to announce and update the latest news about British India. The internet and social media has become an immediate and affordable channel for creative advertising and reaching out the global consumers.
By competing in the arena of the fast paced Internet and marketing advertising, a strong marketing strategy and interactive advertising method that is provided to reach potential customers with the information about the brand is indispensable in building a brand.
Interactive advertising is a powerful tool for not only building the brand but also for the brand presence and visibility. It is important to optimize the brand in order to appeal to the customers and provide an interactive experience that they will enjoy.
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