Situation Analysis - Big Idea

Key Facts : 

1. F.O.S merchandise are free from pig skin. All merchandise are halal.
2. F.O.S sells women's clothes, men's clothes, kids' clothes, accessories, bags, footwear, eye wear, watches, caps, underwear and inner wear. 
3. F.O.S merchandise are affordable and economic price range from RM 10 - RM200 
4. F.O.S have been around in Malaysia for 14 years.

Objective 

1. Want F.O.S to be the first destination for all Malaysians to go to when they want to shop for clothes.
2. To reinforce F.O.S brand into all Malaysians top of mind.
3.  Hope this message is communicated through our stores as well as out slogan tagline: Find it. Love it. Buy it for Less at F.O.S!

Target Audience

Demographics

·         Age                                        : 25 - 35 years old

·         Gender                                   : Both gender

·         Education                               : Fresh post-graduates and above

·         Occupation                            : Student to Working Adults (blue and white collar)

·         Income Range                        : RM 2000 - RM 4000

·         Race & Ethnicity                    : All races

·         Geographical Location           : Urban and Sub-urban Areas

Psychographics

·         Perception                           : Prefer attractive, simple little designs and comfortable but  yet stylish at economic price for his family and himself

·         Learning                               : Friends, family , internet, newspaper and magazine.

·         Motivation & Needs             : Comfortable and stylish clothes and accessories at low prices in order to be presentable, confident and stylish.

·         Attitude & Personality       : Care taker, mature,smart, wise money spender, like to appear simple and yet stylish to gain confidence and presentable.

·         Lifestyle                                  : middle class family life, stylish, economic, modern lifestyle.

Positioning
Factory shop concept,  good quality, affordable and stylish. "Find it. Love it. But it for Less at F.O.S!"

Primary Message
Find your style in good quality, stylish F.O.S at the affordable low prices. F.O.S merchandise is affordable to parents who has started a new family who seeks for economic products for family but yet remain presentable and suitable to them as middle class.

Copy Platform
F.O.S merchandise are value for money, affordable to the youngsters
F.O.S merchandise have good quality, young & colourful clothes to match the youngsters' style.
F.O.S merchandise is halal
F.O.S have been around in Malaysia for 14 years.

Tone & Manner
Deliver the message in a more wise, mature,economic, a friendly buddy.

Mandatories
F.O.S Logo, F.O.S Facebook page website address, F.O.S Twitter page website address.

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