Industry and Market Place

5.0 Industry and Market Place

5.1 The Industry

The Industry for Leesa Shapely Slim falls under Beauty Cosmetics and Toiletries which provide various types of slimming product such as pills, liquid, fiber, cream specially design for beauty needs.

5.2 Shape of Industry

This industry has experienced volatile growth, as it attempted to weather fluctuating economic conditions and disposable household income levels. Being in the mature stage of its life cycle, with several markets at saturation point, fierce competition and tight margins, the industry is enjoying a new lease on life with the development of cosmeceuticals and emerging "tween" toiletries and male cosmetic markets.

5.3 Market place

The brand Leesa Formula lies under Beauty, Cosmetics and Toiletries Industry in the Diet and Slimming market. The main target audience is women in urban and suburban areas.

5.4 Market Share

The Market share for the Slimming product in Malaysia and main competitors for Leesa Shapely Slim is dominated by Jusmate 5 with 45% of the market share and followed by Leesa Formula itself for 22%, Sendayu Tinggi 20% and Natasya 13%.Jusmate 5 has shown its capability in the market based on the sales growth and also creative marketing strategy that used throughout the media.