FACULTY OF BUSINESS AND MANAGEMENT

MARA UNIVERSITY OF TECHNOLOGY(UITM)

CAMPUS ARAU, PERLIS

BACHELOR OF BUSINESS ADMINISTRATION MARKETING(HONS)

FACULTY BUSINESS AND MANAGEMENT

BRAND MANAGEMENT(MKT539)

INDIVIDUAL ASSIGNMENT: COMPANY BRAND ANALYSIS

(dUCk GROUP SDN.BHD)

NAME STUDENT NO. GROUP

NUR SYUHADA BINTI SAFARUDDIN 2020819322 RBA2403A

PREPARED FOR: SIR MOHAMAD NIZA BIN MD NOR

SUBMISSION DATE: 4 FEB 2022

TURNITIN RESULT: 14%

TABLE OF CONTENT

No. Content Page

1. Company background 1
2. Problem Analysis 2-3
3. Problem Statement 4
4. Identification and Evaluation of Alternatives 5-6

5. Recommendation 7
6. Conclusion 8
7. References 9
8. Appendices 10
1.0 COMPANY BACKGROUND

Company that I have choose for this assignment is dUCk Group Sdn. Bhd. The business
type for dUCk Group is an e-commerce fashion company. This company was launched on 5th
May 2014. The dUCk Group Sdn. Bhd was founded by Vivy Sofinas Yusof or well-known as
Vivy Yusof. She and her husband, Fadza Anuar were th important people in the company. For
your information, Vivy Yusof is a famous blogger entrepreneur until now so no wonder that
she is able to run a business until global wide. This lady ventured into this business because
of her deep interest in entrepreneur. Therefore, she worked hard to run this business which is
dUCk Group and create a proud name of her own brand throughout the worldwide. Even though
she already owned a business, FashionValet before the dUCk Group, but she still manages to
develop another business which is dUCk Group.

The main reason why she started the business is because she knew that there are
opportunities for her to start a business. She started realised it when she noticed that she already
has a pool of customer since she is a blogger. So, she decided to own a business and beat local
designer scattered on that time and begin the business through the online shopping website. As
a result, she manages to run a business that inspired by a passion for well-designed scarves,
with the goal of conveying the concept that scarves should be a celebrated deed among women.

Eventually, dUCk has become one of Malaysia's fastest-growing brands, as well as a global
phenomenon. In Malaysia, there are six physical stores and one in Singapore. In Malaysia,
dUCk own six store that are located in Pavilion KL, Suria KLCC, One Utama Shopping Centre,
Setia City Mall, IOI City Mall, KL East Mall and another is located in Haji Lane, Singapore.
The dUCk Group is also known for its partnerships with well-known domestic and international
businesses. The dUCk brand began as a headscarf-selling lifestyle business and has now
evolved to include accessories, cosmetics, stationery, and home and living products. The dUCk
scarves, however, are the major product line.

Today, dUCk scarves have become a Malaysian craze, with more than 4 million sales.
Limited editions from strategic relationships with big brands such as Swarovski are also well-
known for dUCk scarves. Not just that, dUCk Group also wish that they can create a lot
opportunities for their brand in the future.

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2.0 PROBLEM ANALYSIS

Duck Group is just like any other business organization that will inevitably face all sorts of
problems. Especially in the process of growing the business. The duck Group business
organization is also always resilient in addressing the problems that arise in order to achieve
the brand of hijab products, especially the best in the Malaysian market and abroad.

i. Not defining the brand strategy

The dUCk Group was born to produce a well-designed scarf. Besides that, the dUCk brand
began as a headscarf-selling lifestyle business and now evolved to include accessories,
cosmetics, stationery, and home and living products. However, dUCk scarves are the major
product line that became well-oriented through all around Malaysia and Singapore.

Eventually, dUCk Group was produced a variety of scarves that are well-designed to attract
the customer attention. Eventhough, dUCk Group must first learn more about the category,
including the competition and their strategic positioning, before defining the brand and who
the customers are. This is because, dUCk Group will face a problem if they continue producing
their products without putting the strategy.

Instead of focusing on designing a beautiful design that won't function, they should build a
brand strategy and understand the business objectives so that the product itself has its own
identity without copying the competitors design.

ii. Loss profit because of counterfeit goods

The dUCk Group also has faced a counterfeit issue when their product has
been counterfeited by other business owners. dUCk Group not only faces problems
in identifying brand strategies, they also face problems in dealing with their
products that have been imitated by irresponsible business owners. As such, dUCk
suffered huge losses due to the irresponsible attitude of traders. Therefore, they have
to bear the loss that they should have incurred.

Besides that, it is in the situation if you are selling a product and a

counterfeiter competes with you by offering customers a lower-cost duplicate of
your own product, you will lose some sales to these lower-cost items. Customers

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 used to be better at recognising fakes and knowing what they were getting when
presented with counterfeits. The distinction between real and fraudulent is less
evident in the online world. Counterfeiters can operate quite efficiently online by
copying a company's designs and branding, as well as combining their knock-off
goods with online product reviews. The product images used are occasionally the
brand owner's real photos, leaving the customer guessing as to what is real and what
is phoney.

iii. Addressing Brand Quality

Every business will inevitably receive negative feedback from customers. This is
due to the quality of the product produced. However, every customer has a different
perception of the goods they buy. Nevertheless, this issue often arises and customers
are dissatisfied when receiving poor quality goods. Therefore, the duck group should
pay attention to the quality of the goods they produce. This may be due to certain factors
that occur during the production process of the goods.

On top of that, customers who give negative comments on the goods they buy from
this brand are indeed expecting the quality of the goods they receive to be worthwhile
suitable to the price of the goods they buy. As we know, dUCk Group brand is a very
expensive and famous brand. Although the products produced are equivalent to
products that can be said to be equivalent to foreign products, but there are some goods
that they produce are not very good quality and this should not be the case.

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3.0 PROBLEM STATEMENT

i. Not Defining the Brand Strategy

The dUCk Group is lacking of brand strategy since they are facing a
problem whereby dUCk Group was accused copying others business scarf design.
This issue was not the first time occur but this issue became the controversy when
the dUCk Group scarves accused of plagiarising local designer’s design and
campaign concept. The new collection of scarves by dUCk Group called ‘Artsy
dUCk’. This design was accused plagiarised the local design by Soonaru X
Sleepylllama.

ii. Fight Against Fake Products

Other than scarves, dUCk Group also having an issue regarding her ‘telekung’
collection that has been counterfeit by irresponsible business owner. Datin Vivy
Sofinas Yusof, a Malaysian entrepreneur, has clarified her position on the topic after
receiving backlash over a social media post against the usage of "false telekung"
for prayer. The businesswoman recently shared a photo of counterfeit products from
her luxury lifestyle company dUCK on Instagram Stories, along with a statement
criticising those who bought fraudulent goods for use during prayer.

iii. Negative Feedback from Customer

Fighting against negative feedback from customer makes Vivy Yusof and her
team struggle to produce a high-quality product with a high price. Through social
media platforms, customers will always voice their dissatisfaction with the products
they buy. Therefore, there are dUCk Group customers who speak out about the
quality of the bags they buy are not worth it and match the price offered.

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4.0 IDENTIFICATION AND EVALUATION OF ALTERNATIVES

After recognizing the problems and issues in the dUCk Group Company, the important things
that should be develop is the alternatives regarding to the problems.

1. Problem: Not Defining the Brand Strategy

Alternative 1: Hire new team members that are qualified in branding and designing
products.

To make an improvement in the business organization, the team in organization itself should
be qualified as a high-quality worker. This is because, to create a string brand strategy should
be challenging but it shouldn’t be a problem for a business organization to cope with this
problem. As a suggestion for the alternatives, I would recommend the dUCk Group to pay
attention to their team members and hire more qualified team. Hence, any problem like
plagiarism would not happen again.

Pros: By hiring more team in dUCk Group, the issue regarding the plagiarism may not occur
again. This is because, by hiring more employees within the business organization, dUCk
Group will be more developed in terms of brand ideas and strategies. Thus, dUCk Group will
be able to overcome the problem with respect to allegations of imitation of other brands and so
on.

Cons: When a company has appointed new employees, those employees should still be new
and need time to ensure that the employees are great at generating the best ideas for the benefit
of the company. Apart from that, the company also had to pay the salaries of its new employees.

2. Problem: Loss Profit Because Of Counterfeit Goods

Alternative 2: Create a new identity for all dUCk Group.

Pro: Creating new identity for all product fron dUCk brand can help fight this problem. dUCk
Group can use accessories like charm that made from original gold. So that no one can
counterfeit dUCk Group products. That means, customer can differentiate the dUCk Group
product and prevent them from buying any collection of dUCk from wrong or fake seller. Thus,
any irresponsible actions of the seller can be avoided.

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Cons: The dUCk’s new strategy of putting a gold charm on each of their collections may be
something different from the brands on the market. However, it requires a very large cost. As
a result, dUCk Group had to produce or spend high costs to produce variations in its branded
products. However, counterfeit goods may occur because it is something that cannot be
expected.

3. Problem: Addressing Brand Quality

Alternative 3: Improve the Quality of Products

Pros: The dUCk Group must improve their quality of products by making sure all products
produced was in a high quality. For example, dUCk Group must use a high- quality material
of their bag collections. Therefore, customer will trust this brand and keep support this brand
even the pricing of this brand is quite expensive.

Cons: It might be costly when the brand has to change their product quality but it is not the
problem since that is their responsible to make sure that material used is made from quality
fabric, leather and so on.

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5.0 RECOMMENDATION

After solving all of the problems and overcoming all of the hurdles, one discovers that
each solution has its own set of advantages and disadvantages. When it comes to managing its
brand, dUCk Group, on the other hand, must choose the most effective and efficient alternatives
that will produce the best outcomes for the business. They must also move quickly to address
these problems and roadblocks.

First, dUCk Group, must make sure that their employees are responsible on making sure
their product are different from other brands. This is because, when the brand has its own value,
customer will buy their product without any hesitation. Besides, no controversy might occur.

Second, the best way to make sure there is no counterfeit goods in dUCk Group is by
creating brand awareness through the marketing tools. Marketing tools are very vital in
spreading the brand awareness for product. The dUCk Group can use this suggestion to make
suree that customer get the knowledge about their product and being aware towards the fake
product.

Lastly, the dUCk Group should always improve their product and services. This is because,
it is very important to enhances the brand itself. Through the brand elements, brand positioning
and so on. This is due to the attitude and perception on customer that shows how seriously this
brand should be improve. Therefore, any negative feedback can be seen as a good opportunity
to this brand to be expended with a great brand equity.

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6.0 CONCLUSION

As a conclusion, the dUCk Group is a great company that is already has placed in customer
heart especially the customer in the middle and top-level income. This brand shows its own
identity that can impressed the consumer and influenced them to buy it. The brand equity that
dUCk Group has also makes all the customer familiar with their product. Nevertherless, every
company will face a lot of problem and issue that will cause a lot of loss to their company.
However, every problem has their solution. It depending on the company to find the solution
and keep improving their products and services to make sure their brand stand-still in the
market and worldwide.

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7.0 REFERENCES

1. Gempak. (2020, April 28). dUCk Scarves Accused Of Plagiarising Local Designer’s

Design And Campaign Concept. gempak.com. Retrieved February 3, 2022, from

https://gempak.com/rojakdaily/lifestyle/duck-scarves-accused-plagiarising-local-

designers-design-and-campaign-concept-61242

2. Biru, B. (2021, October 6). Entrepreneur Cries Foul, Shawl Designs Removed From

Shopee, Accuses dUCk Claimed Copyright. Plan B. Retrieved February 1, 2022, from

https://planb.sg/entrepreneur-cries-foul-shawl-designs-removed-from-shopee-accuses-

duck-claimed-copywright/

3. S. (2020, April 29). Vivy Yusof’s dUCk Scarves Collection Accused Of Plagiarising

Local Brand. Hype Malaysia. Retrieved February 1, 2022, from

https://hype.my/2020/187229/vivy-yusofs-duck-scarves-collection-accused-of-

plagiarising-local-brand/

4. Dayangku, S. (2021, April 29). 7 Personal Facts About Vivy Yusof That’ll Motivate

The Heck Out Of You. Vulcan Post. Retrieved January 30, 2022, from

https://vulcanpost.com/679945/vivy-yusof-entrepreneur-enation-symposium-

magiccyberjaya-2019/

5. L. (2018, June 18). Local product founders want more aggressive enforcement on

fake goods. Borneo Post Online. Retrieved January 30, 2022, from

https://www.theborneopost.com/2018/06/19/local-product-founders-want-more-

aggressive-enforcement-on-fake-goods/

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8.0 APPENDICES

Figure 1: dUCk Group Logo

Figure 2: Founder of dUCk Group

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