A product can be a good or service or the combination of these two that is available in the market for sale to the end consumer while a brand is a combination of promise, wants and emotions and is associated with reliability, credibility, and quality that gives a sense of satisfaction to the customers (Surbhi, 2018).  This research paper is an analysis of a successful brand and products of a cosmetic company, named “Shwe Pyi Nann”, which is the biggest, most successful, and longest standing cosmetics brand in Myanmar formerly known as Burma. The brand, Shwe Pyi Nann, means “Golden Kingdom’s Palace”.

Brand Background

Shwe Pyi Nann Group was established in 1940 and mainly produces Thanakha (known as Burmese traditional Makeup) which is Myanmar Traditional Cosmetic Obtained from Limonia Acidissima tree with the brand name of “Shwe Pyi Nann”. Traditionally, Burmese people grind the tree bark against a flat and wet circular smooth stone then put the paste on the face as a unique traditional makeup for daily life that can only see in Myanmar (Thanakhar, 2020).

After Shwe Pyi Nann group found that Thanakha contains natural cormorant and can prevent Ultra Violet rays when it was tested and analyzed in the laboratory, they tried to produce as a natural cosmetic product and to implement international quality management standards and got ISO certification (Shwe Pyi Nann Thanakha Products, n.d.). Nowadays, the product has been mixed up with essential floral and herbal oil and water. The user no longer need to grind the bark and can readily put the paste by mixing a required amount of water to be able to apply on the face.

Analysis of marketing media

            Shwe Pyi Nann was found that they firstly advertised their products through state owned media like TV channels and radios since their production. For today, The Company mostly uses Facebook as a marketing medium. By posting descriptions for each product, questionnaires for the reviews, knowledge for the products, and promotion posters, the page would be getting a lot of organic reach. In addition, the Company conducts promotion shows through hiring traditional comedy artists in most of the big cities throughout the country. Furthermore, they expend their customers through Facebook and YouTube when the records of comedy shows uploaded on. For exporting and local distributions of their products, they use their owned website.

Analysis of 4 Ps of marketing

Marketing includes four activities (creating, communicating, delivering, and exchanging offerings) which are traditionally viewed as 4 Ps of marketing: product, promotion, place, and price although there are different characteristics (Principles of marketing, 2015). 4 Ps of Shwe Pyi Nann can be analyzed in the following statements.

Product – All of the products are made with Thanakha by mixing flower stamen of ironwood tree, lime, jasmine, milk and Aloe Vera. Different kinds of products with different sizes can be found in the following kinds of cosmetics:

• Natural Thanakha paste which is ready to apply,
• Facial form,
• Pudding Face Cream,
• Body lotion, and
• Moisturizers.

Promotion – Facebook is main advertising and promotion tool although TV channels were their first promotion communication. For reaching out to a lot of new customers, they conduct promotion shows with the most popular comedy artists.

Place – Shwe Pyi Nann mainly distributes their products in local cosmetic shops across the country where every consumer can be easily accessible to their products. E-commerce website cannot be found and they just use Facebook platform for online selling. Most of the products can also be found in supermarkets in big cities. 

Price- Most price around 2 USD for all of the products are not too high and can be affordable for any age, gender, and race. The customer can feel it is worth to use their products with these prices and descriptions of the products can give the reliability to apply.

Value proposition

As a value proposition which is the promise of value that our customer can expect our business can provide services or products which a competitor can’t offer (Coleman, 2022). I have formulated a value proposition for the brand of Shwe Pyi Nann as following.

“Established in 1940, Shwe Pyi Nann is the best local brand in Myanmar, producing high-quality Myanmar’s Thanakha skin care products which have no chemical that might harm your skin and has been mixed up with essential floral, herbal oil, and water.”

In conclusion, Shwe Pyi Nann strongly stands today as the biggest, most successful, and longest standing cosmetics brand with incomparable experience, expertise and distributions networks accumulated over 75 years in Myanmar’s cosmetics industry.

References

Coleman, B. (2022, January 21). How to Write a Great Value Proposition. Retrieved from Hubspot: https://blog.hubspot.com/marketing/write-value-proposition

Principles of marketing. (2015). Retrieved from University of Minnesota Libraries Publishing

Shwe Pyi Nann Thanakha Products. (n.d.). Retrieved from Shwe Pyi Nann: http://www.shwepyinann.com/companies/shwe-pyi-nann/products/shwe-pyi-nann-thanakha-products

Surbhi, S. (2018, July 26). Difference Between Product and Brand. Retrieved from Key Differences: https://keydifferences.com/difference-between-product-and-brand.html#:~:text=The%20product%20is%20an%20item,is%20something%20more%20than%20that.

Thanakhar (Burmese Traditional Make-up). (2020, August 21). Retrieved from Lucky Treasure Travels & Tours: https://www.luckytreasuretravels.com/blog/post/thanakhar-burmese-traditional-make-up/