Page 164 - MARSIUM'21 COMP OF PAPER

and franchise. Surprisingly, the group also had launched their private multi-brand specialty store called Padini Concept Store.
Nowadays, the young generation is more focused on fashion and personal image. So, for this character of customer, shopping
is the activities that can be a hobby or pleasure activities so they feel entertain and can escape from stress work whole day.
The case study of JannahNoe product categories includes women’s clothing, hijabs, casual wear, men’s and kids
collection, and bride series which can meet the needs of all seasons and women. The design is simple but still feminine and
elegant. The color JannahNoe used is pastel color. Furthermore, JannahNoe’s target market customer group is a young female
and family customers. A reasonable price and affordability is a strategy to attract young customers. The usual customer liked
to compare the designed brand with other competitors.
For the place strategy, offline location is the first open physical store in Bandar Baru Uda, Johor Bahru, followed by
Bandar Baru Bangi, Bangi Sentral, Kota Bharu Mall, and Austin Terengganu. But the Terengganu JannahNoe was closed due
to limited visitors and natural disasters like floods. Meanwhile, the JannahNoe website is used for a customer who wants to
buy online. The official website is named jannahnoe.com is to engage with customers who like to survey the design of the
products. JannahNoe brand applied the online platform to obtain more new customers and fan circles through celebrities, fan
groups, and others for better profits.

■ 1.1 DESCRIPTION OF CASE AND PROBLEM STATEMENT

“Simple yet exquisite and exclusive”. This is JannahNoe’s slogan to create a flawless collection for pastel lovers.
JannahNoe is one of the pioneer fashion boutiques selling plain and pastel collections in Malaysia and the brand is well
recognized in Malaysia and Singapore.
In its early days of business, JannahNoe sold its line of clothing on well-known online clothing stores such as
FashionValet, Gondola 31, and Bajoo’. In 2017, the company finally developed its online store website where customers can
online shop directly from the store. The customers can even sign up for an account on the website to make future purchases
faster. For now, customers can make payments via credit card, Internet banking, Web cash, Hoolah installment payments,
and bank transfer. In 2017, JannahNoe finally opened its first physical store in Johor Bahru, Johor. The business continues
to boom and opens more boutiques in Selangor, Terengganu, and Kelantan. Unfortunately, the 2017 flash flood in Kuala
Nerus, Terengganu had forced the company to shut down the operation in that state.
Now, JannahNoe is facing low customer satisfaction. The components of 4Ps as a marketing mix which is place,
product, price, and promotion are the fundamental marketing strategy to increase customer satisfaction. The low customer
satisfaction could be caused by the less effectiveness of its 4Pstrategy. Evidently, product, price, place, and promotion, the
marketing mix is an important part of an effective marketing plan. The four marketing mix factors may have a favourable
impact on consumer satisfaction (Wantara & Tambrin, 2019).
This is because effective marketing mix plan allows firms to target their market, determine where the product
should be distributed, and what the benefits of purchasing its products are, to meet and exceed customer expectations (Koontz,
2004). In addition, the lack of brand awareness can be another problem faced by the company. Many customers are not fully
recognizing or ever heard of the brand even though the branches of JannahNoe are operating in popular areas such as Bandar
Baru Uda, Bangi, and Kota Bharu Mall. As such, this study aims to explore the factors that drive brand awareness and
customer satisfaction of JannahNoe Empire Sdn. Bhd.

■ 1.2 RESEARCH QUESTIONS
This study listed four main research questions:
RQ1: What are the factors to drive brand awareness and customer satisfaction of JannahNoe Empire Sdn Bhd?
RQ2: What are the marketing mix strategies can be used to increase the brnad awareness and customer satisfaction of
JannahNoe Empire Sdn Bhd?
RQ3: Do the proposed marketing mix effective to increase the brand awareness and customer satisfaction of JannahNoe
Empire Sdn Bhd?

■ 1.3 RESEARCH OBJECTIVES
This study has listed four main objectives:
RO1: To examine the factors to drive customer satisfaction and brand awareness of JannahNoe Empire Sdn Bhd.
RO2: To investigate what marketing mix strategies can be used to increase the brand awareness and customer satisfaction of
JannahNoe Empire Sdn Bhd.
RO3: To investigate the effectiveness of the marketing mix to increase the customer satisfaction and brand awareness.

142