Flipper Marketing Plan

Introduction

Fipper is a Malaysia slipper brand founded by Jack Lim, an enthusiastic entrepreneur in 2008 (Jo-Lyn 2014). Fipper with the slogan of “feel the rubber” first began as a wholesaler in the slipper market, distributing its unique slippers to all kinds of retailers from small convenience store to hypermarket such as Carrefour Hypermarket (Five Malaysian 2015). With constant effort and hard work, Fipper won The World's SMEs Best Brands Award in 2013. In fact, as of now, Fipper has more than 25 outlets in Malaysia, Thailand, Vietnam and the USA (Fipper 2014). Fipper, the very one, has always stayed faithful to the very basic but unique flat sole and Y-shaped slipper. Though, it catches the attention of slipper lovers with its basic but unique design. Fipper has not only gotten the classic design ranges but, due to high demands of its slipper, Fipper has evolved to becoming the slipper giant in Malaysia. In fact, it has more than 20 ranges of design and hundreds of colours to be chosen by customers.

In terms of footwear industry, transformation in Malaysia has changed Malaysia from a commodity-based economy to industry-based economy recently. By doing so, Malaysia tries to boost value-added exports by reducing the dependence of the imported raw commodities and increasing imported processed or finished products. As a result, this transformation has a profound effect on the fashion industry including the footwear sector. As more and more of foreign footwear companies penetrate into Malaysia and try to compete with local footwear manufacturers and in a bid to protect local footwear industry, the Malaysia government imposed import duty and sales tax. As of 2011, Malaysia had an import and export of 195.88 million and 145.53 million Euros of footwear. The following table shows the market share of major suppliers as of 2011 in Malaysia (Malaysia 2012):

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