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For example the new product uDivine massage chair, OSIM use artiste Andy Lau as endorser. For the World's first little massage sofa they make Lin Chi-Ling as a model of the product. This can help the company to get the target audience immediately by fan of the celebrity.

Nevertheless, they aim for popularity. They advertise themselves in order to get popular in the world. They make global sponsorship for sport event for example badminton. This way can help the company name well known in world. The information of their product itself is transmitted by the mass media in order to get the attention of the public. This promotion way also free since the public discusses about the company itself.

In conclusion, no matter how good the product with reasonable price, without promotion, the marketing strategy also consider as a failure. In order to succeed, the company should promote their product widely with minimum cost.

COMPETITOR ANALYSIS

Carrying out competitor analysis to gather more information may incur cost time, money and effort, but there are many benefits to knowing more about what is the business competitor is doing. Competitor analysis is the second part of the external environments. The purpose of preparing a competitor analysis is to assist a business in understanding further about the competitors' strategies in order for it to take necessary measures and action plans to overcome the competition that it is facing from its competitors. The competitor analysis also provides the company to serve as an insight about its competitors' weaknesses and threats in order to position itself in a more competitive position over its competitors.

Two major competitors that were identified to post a direct competition to OSIM are Ogawa World Berhad (OGAWA) and Gintell. OGAWAis a Malaysian health and wellness retail store established in 1996. It has successfully grown into the leading player in the design, development and marketing health and wellness equipments in Malaysia.OGAWAis a committed brand in encouraging a healthier lifestyle. Through the creation of innovative products of the highest quality,OGAWAis the number one choice for many homes and families today. Gintell was established in 1996 as well and it has expanded its business and distribution network with more than 60 outlets throughout the country in just 12 years. Its business includes massager, slimming, exercise and wellness products. Today, Gintell is recognised as one of the leading healthcare chain stores in Malaysia. Over the years Gintell has invested not less than 30 million Ringgit in brand building effort. Continuous efforts in brand building, marketing strategies combined with extensive market research are key factors behind the success of the company. With over 70 showroom spread nationwide in Malaysia, Gintell are ready to provide excellent service, convenience and meet its customer needs. Both these companies give OSIM much competition in the health and wellness sector, this affect OSIM market shares greatly. However, OSIM still have advantage on its side as it has more outlets store and has already penetrated more markets than both Ogawa and Gintell.

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