Sendayu Tinggi (ST): Pauper to Princess

[I had mentioned that Sendayu Tinggi has to rebrand to 'ST' for it to be accepted in markets other than the Malay heartland in Malaysia. As some people say, "great minds think alike", and there they were - an elegant new line packaged in sultry silver and subtly whispering 'ST' (probably, in response to Natasya Gold) - lining the counter of their flagship store at Jalan Tuanku Abdul Rahman, downtown KL. They must have hired some very creative minds for their rebranding exercise; there goes my chance at being engaged as their brand consultant! I should have heeded an advice to go into the local cosmetic industry in 2003 and would have made my millions by now.]

• Profile of founder
  Rozita Ibrahim, who started ST in 2002, is the beacon of Hope for all struggling, single mothers who were left to their own devices in facing the harsh realities of life from paying for the midwife's fee to feeding the hungry mouths of their young children.

Management style - Rozita is its founder, owner and managing director. She started a fledgling enterprise in a single-unit shop lot which has now expanded and diversified into a group of parent and subsidiary companies such as Sendayu Tinggi Corporation (M) Sdn Bhd, Sendayu Tinggi Body & Skincare (M) Sdn Bhd., Ethnique Food Industries Sdn Bhd, ST Advertising Agency Sdn. Bhd., C MAX Exhibition & Promotion, Sendayu Tinggi Logistic (M) Sdn. Bhd., Sendayu Tinggi Manufacturing (M) Sdn Bhd/Zeeta Herb's Manufacturing (M) Sdn. Bhd.

Products & services
Based on Rozita's ingenuity in turning adversity into opportunity, she capitalised on the recipe that the midwife gave her to make her debut into the domestic market via ST's signature range of female post-natal care. ST has now added a long list of items to its inventory with the introduction of the Slimming Set, the Natural Beauty Set, the Women Set, the Honeymoon Set, the Alternatif Set and the Aromatherapy Set. Apart from the ‘health care’ sets, Sendayu Tinggi also market ‘figure-enhancing’ products such as Ammy Corset (Bengkung Sendayu Tinggi), skin care sets and ‘assorted’ items such as Normal/Dehydrated Set, Sensitive Skin Set, Combination & Oily Skin Set, Mature Skin Set, Intensive Facial Set, Whitening Essences, UV Cream, Rejuvenating Cream, Face Mask, Between, Va' Riosa Shampoo, Virginique, Body Contour Cream, Toner, Repair Cream, All Soothing Cream and All Compact Foundation (in Natural Beige and Soft Beige).

Marketing strategies
Within five years of its appearance on the domestic scene, Sendayu Tinggi has managed to penetrate the regional market via countries such as Singapore, Brunei and Myanmar, as well as the United Arab Emirates/Dubai and Australia. Sendayu Tinggi now has more than 200 registered stockists nationwide. Its flagship store in downtown Kuala Lumpur (Jalan Tuanku Abdul Rahman, opposite Maju Junction) has the makings of a hallmark of class and sophistication, not unlike Elizabeth Arden's Red Door signature salons.

Although Sendayu Tinggi’s brand image is that of a traditional herbal-based treatment, its approach to marketing is contemporary and innovative.
Apart from its website, http://sendayutinggi.com/, the company utilizes short messaging system through its Sendayu Tinggi Interaktif SMS. To create brand awareness, recognition and recall, Sendayu Tinggi (ST) harnesses integrated marketing communication (IMC) tools such as advertising, direct marketing, personal selling and publicity.

Branding Initiatives - The brand story around Sendayu Tinggi is that of 'reaping the goodness of Mother Nature'. Rozita chose red and yellow for her logo of a framed wild flower (pic to be posted). However, she tends to use different shades of greens, from the lightest to the darkest, to personify the brand persona, immersing and embracing nature in all its bounty. Like most Malay cosmetic brands, Rozita is the key brand ambassador. However, her eldest daughter, who is in her twenties and displaying salon-styled hair, is increasingly used as the 'face' of Sendayu Tinggi.

IMC Strategies
ST advertises weekly in local Malay dailies and weekly women magazines such as Mingguan Wanita and Rapi. It also buys commercial spots on local television stations and sponsors women programmes such as “Anggun Ayu” (Seasons 1 and 2, also available in CDs) on free-to-air channel TV3. Out-of-home advertisements such as signage, buntings, STAR LRT train stations and panels featuring the founder and her range of beauty products can be seen along high-traffic streets and train routes in downtown Kuala Lumpur. ST also uses direct marketing and below the line advertising such as paper bags, product catalogues, backdrops for ST events (product launches, charity events, road shows, workshops) and exhibition booths at (national and international) trade fairs.

Additional information after executive interviews.