Page 163 - MARSIUM'21 COMP OF PAPER

2022

MARKETING MIX TO INCREASE THE BRAND
AWARENESS AND CUSTOMER SATISFACTION OF

JANNAHNOE EMPIRE SENDIRIAN BERHAD

FARAH ADIBAH, THOO AI CHIN

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: f.adibah@graduate.utm.my

ABSTRACT

During the Covid-19 pandemic, many companies slowly come to insolvency. As governments wrestle with new lockdown
measures to combat the virus's spread, national economies and businesses are counting the consequences. However, the retail
industry has come up with a good strategy that can attract customers to their new product. Mrs. Nurul Jannah as a founder of
JannahNoe Empire Sendirian Berhad was equally affected by the pandemic. Therefore, this study aimed to explore the factors
that drive brand awareness and customer satisfaction of JannahNoe Empire Sdn. Bhd. Previous studies have proved that the
4Ps (product, place, price, and promotion) can be an effective strategy to enhance brand awareness and customer satisfaction.
The qualitative method was conducted in this study. The population of the study was potential customers and existing customers
who had the experience to consume the products and services provided by JannahNoe Empire Sdn. Bhd. As such, a purposive
sampling technique was used. The interview was aimed to collect data about the factors that drive satisfaction and brand
awareness. A total of six participants were involved in the interview sessions. Based on the findings, this study put forward a
feedback result for JannahNoe to improve and increase their brand awareness and customer satisfaction of the apparel store’s
product and services. Finally, this study provides insights to other apparel stores on the effectiveness of the marketing mix
towards brand awareness and customer satisfaction.

Keywords: marketing mix, brand awareness, customer satisfaction, apparel store
■ 1.0 INTRODUCTION

Modest fashion is the one of popular product categories. Globally, modest fashion hits USD 283 million over in 2018 and
is estimated to reach USD 402 billion. Malaysia is a multi-racial country with a 61.3% Muslim population that has given a
huge market for modest fashion. Many Muslim women have become celebrities for hijab or fashion that they wear because
most customers are willing to buy luxury hijabs and brands. For example, Bawal Exclusive and dUCK scarves are local
Malaysian brands. Thus far, the most expensive product that Bawal Exclusive sold was RM50,000 which is made from
Japanese textiles and full of Swarovski crystals. During Hari Raya season 2019, the custom-made Hijab was ordered and
purchased by many customers.

Moreover, Vivy Yusuf as an influencer and founder of Duck Scarves has launched a limited edition that cost up to RM800
and is full of Swarovski-studded in Miss Universe events. In addition, the item had sold out over RM1 million in 2018 during
the brand launched was in 2014. Muslim customers are willing to spend on quality material outside of Malaysia. Modest
fashion is getting popular in Malaysia. Besides, the brand sells hijabs, MimpiKita and ShawlPublika are popular modest fashion
in the Muslim community. The products they sell must meet the criteria to cover the whole body so the modest fashion brand
will innovate with patterns that are ongoing with the trend.

The evolution of modest fashion globally has presented women with many alternatives of various products that followed
by Islamic Shariah (Waringer, 2015). With the current situation of the modern market economy, modest fashion cannot just
focus on current products. A firm must create new and innovative products that can try striving the best growing on the key
aspect of viability probably occurs in future like a pandemic of Covid-19. Marketing strategy using 4Ps (product, price, place,
and promotion) is one of the strategies used by major companies of modest Muslim fashion.

Previously, a big player like Padini, Bonia, H&M, and sports retailers was contingent on the expansion plan of the
department store to enlarge their businesses. But nowadays Padini can produce its own product and mostly are from Vincci,
Vincci Accessories, Tizio, Padini Authentics, PDI, Padini, Seed, Miki, and P&Co. All of these company are operating under
three types of retail stores which are standing alone stores or independent retail stores, shipment counters in department stores

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