European Conference on Innovation

Running head: COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE
MASKS
COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
Name of the Student:
Name of the University:
Author note:

1COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
Introduction
The following report will briefly discuss on the current competitors and sales strategies
require to be considered by the Korean skin care brand ‘HaruHaru’ for expanding its markets,
popularity and reach in Malaysia.
Discussion
Table 1: Competitive Analysis
Name of Competitor Products Offered Unique
Selling
Propositio
n
Consum
er
Specifici
ty
Content
Quality
and
Quantity
Marketing
Strategy
Laneige
(https://www.laneige.com/
my/en/index.html)
Face masks, lip
masks, two-toned
lip tints
Lightweig
ht, water-
based
products
which
provide
radiant,
clear skin
without
any
heaviness
34 stores
in
Malaysia
,
Worldwi
de
consume
r
followin
g with
high
popularit
y in
Western
skincare
markets.
Targets
an
upscale
clientele
with
moderate
to high
priced
products
Informatio
n on
product
bestsellers,
brand’s
own
skincare
and
lifestyle
blogs and
magazines,
availability
of ‘how to’
videos for
beginners,
Membership
and point
collection
programs,
personalized
beauty and
skin care
designing tool
or ‘beauty
finder’,
inclusion and
emphasis of
‘water’ as a
powerful and
safe, skincare
ingredient,
‘Waterful
Sharing
Campaign’ –
supports rural
Malaysian
women living
in poverty and
water crisis.
Etude House
(https://www.etudehouse.c
om/int/en/index.php/event/
Wide range of eye,
face, nail and lip
make up products,
‘Pink’ and
‘Fairy tale’
Themed
22 stores
in
Malaysia
Informatio
n on new
launches,
‘Pink
Membership’
with birthday,

2COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
) make up brushes,
cleansers, body
care, masks and
skin care products
makeup
products
for women
to relive
their
youth.
,
currently
popular
in East
Asian
and
Middle
eastern
countries
, recent
infiltrati
on of
South
Asian
markets,
targets
youth
and
adults
with
affordabl
e
makeup
products
as well
as high
end
‘collagen
’ skin
care
products.
best
sellers,
trending
products
gift and
discount
coupon
facilities, free
shipping on
purchases
higher than $
100,
availability of
‘collections’ or
value kits,
affiliate
programs
where
customers get
$200 discount
coupons upon
giving reviews.
Tony Moly
(https://www.tony-
moly.eu/en/korean-beauty/)
Make up and
cleansing products,
skin care products,
sheet masks, global
make up
collaborations,
specialized hand,
lip and eye care
products
Innovative
and novel
packaging,
graffiti
based
color
themes and
design to
promote
beauty
with an
‘urban
street
culture’,
collaborati
20 stores
in
Malaysia
and
global
popularit
y in
Europea
n and
America
n
markets,
targets
an
upscale
Informatio
n on top
products,
Korean
skin care
beauty
routines,
benefits of
Korean
skin care
products
and
inclusion
of positive
consumer
Global
collaborations,
inclusion of
consumer
reviews, novel
packaging,
availability of
5% and 10%
discounts on
first purchases
and newsletter
subscriptions,
availability of
discounted
value packs

3COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
on with
Italian
fashion
giant
Moschino
for their
new
colorfully
packaged
make up
collection,
inclusion
of novel
natural
ingredients
like
seaweed
clientele
with
moderate
to high
priced
products
reviews. comprising of
beauty
products and
lifestyle
accessories
like calendars
and pouches.
Innisfree
(http://www.innisfree.com/
in/en/main/index.do)
Dermatological
marketing: wide
range of makeup
and skin care
products with
active ‘natural’
ingredients
targeting skincare
concerns like anti-
aging, pore
cleansing and skin
firming
‘Natural’
skin care
and make
up
products
with
ingredients
like
orchid,
volcanic
cluster,
soybean,
bija,
camellia,
green tea,
tangering,
ginger
honey and
more,
Participati
on in
environme
ntal
promotion
al
campaigns
like ‘Play
Green’ and
‘Green
5 stores
in
Malaysia
n, global
stores
Canada,
Australia
and
South
Asian
countries
like
India,
Thailand
,
Singapor
e,
Malaysia
,
Philippin
es,
Vietnam
and
Hong
Kong.
Product
offers,
environme
ntal
promotion
al
campaigns
like ‘Play
Green’ and
‘Green
Forest’
Campaign,
career
opportuniti
es
Membership
points and gift
card offers,
environmental
promotional
campaigns,
personalized
ski care design
facility,
customer
rewards, brand
history.

4COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
Forest’
Campaign
Table 2: SWOT Analysis
Strengths Weaknesses Opportunities Threats
1. Availability
of wide
range of
skin care
variety like
face packs,
sheet masks,
anti-oxidant
and
moisturizing
creams, eye
creams,
tones and
mists.
2. Sheet masks
with
creative,
innovative
packaging
and a
‘story’.
3. Natural
ingredients
like honey,
berry, black
bamboo,
black rice,
fermented
products
4. Value sets
as well as
sampling
size
products
5. Global
markets in
the United
States,
Australia,
1. Absence of
makeup
products
2. Absence of
product
dermatological
specifications
like anti-
ageing or anti-
acne products.
3. Lack of
content variety
like blogs,
newsletters,
consumer
reviews
4. Absence of
consumer
membership
plans.
5. No global
collaborations.
1. Inclusion of
product
diversity like
makeup
products
2. Inclusion of
consumer-
centered
content such
as blogs,
personalized
beauty
opportunities
and reviews.
3. Inclusion of
collaborations
with brands
having a
global
outreach
4. Participation
in social
welfare,
volunteering
and funding
programs
1. Competitors are
well-established
with huge
popularity in
Western
markets
2. Consumer
trends and
preferences for
products with
innovative
packaging,
natural
ingredients or
environmentally
sustainable
manufacturing.
3. Competitors are
collaborating
with global
brands or
expanding
product
diversity, such
as inclusion of
lifestyle
products in
addition to skin
care and beauty.

5COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
China,
Japan,
Taiwan,
Malaysia,
Vietnam
and Hong
Kong
6. Customer
contests and
giveaways
Sales Plan
Thus, considering the above competitive analysis (Tables 1 and 2), ‘Haruharu’ can
consider the following strategies to improve its sales and popularity:
1. Consider diversifying its products and collections, for example: introduce make up and
beauty products which can also diversify its consumer profile.
2. Consider inclusion of ‘consumer centered’ and creative website content such as inclusion
of make-up and beauty blogs, magazines, newsletters, consumer discussion platforms or a
personalized beauty portal in collaboration with beauty bloggers, dermatologists and
make-up artists.
3. Inclusion of age or skin specific products like anti-ageing or anti-acne skin care lines in
order to attract mature consumers with skin specific concerns.
4. Tie itself with global brands or a social campaign in order to expand its global market and
include philanthropists.
5. Establish a corporate social responsibility strategy , such as inclusion of environmentally
sustainable products.

6COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
Conclusion
From the above, it can hence be concluded that in order to expand and profit, ‘Haruharu’
must diversify its products and engage in global collaborations or social welfare based
campaigns. The brand must also keep note of current consumer trends like innovation in
packaging and desire for sustainability in order to expand its global market.

7COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
Bibliography
Amaidas, S., & Chiweshe, N. (2015). Youth consumer behaviour: A case of beauty product
consumption. Journal of social sciences, 43(1), 1-8.
Fleisher, C. S., & Bensoussan, B. E. (2015). Business and competitive analysis: effective
application of new and classic methods. FT Press.
Gürel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. Journal of International
Social Research, 10(51).
Khuong, M. N., & Duyen, H. T. M. (2016). Personal factors affecting consumer purchase
decision towards men skin care products-a study in Ho Chi Minh City,
Vietnam. International Journal of Trade, Economics and Finance, 7(2), 44-50.
Koshy, L., & Manohar, S. J. (2017). Factors influencing the buying behaviour of face care
products among youth. International Journal in Management and Social Science, 5(1),
63-72.
Macdonald, L. E., Medina, I. G., & Romo, Z. F. G. (2016). A study of the impact of social
networking communities on the consumption of beauty luxury products. In Global
marketing strategies for the promotion of luxury goods (pp. 193-218). IGI Global.
Negahban, A., & Smith, J. S. (2018). Optimal production-sales policies and entry time for
successive generations of new products. International Journal of Production
Economics, 199, 220-232.
Santos, R., Au-Yong-Oliveira, M., & Branco, F. (2018, September). L'Oréal and its innovative
differentiated positioning process in the beauty industry. In European Conference on

8COMPETITIVE ANALYSIS AND SALES PLAN: HARUHARU FACE MASKS
Innovation and Entrepreneurship (pp. 717-XII). Academic Conferences International
Limited.
Wright, C. (2017). Are Beauty Bloggers More Influential than Traditional Industry
Experts?. Journal of Promotional Communications, 5(3).