KUALA LUMPUR, Jan 8 — For Datuk Seri Dr Hasmiza Othman, everything has a price tag, and her mission in life is to find out how much so she can stamp her brand on it.
Popularly known as Datuk Seri Vida or Dr Vida after her Ipoh-based cosmetics company Vida Beauty Sdn Bhd, Hasmiza has gained a name among Malay households nationwide for her sponsorships of TV shows with its tagline “Qu Puteh, Qu Puteh, barulah putih” that easily beats a tattoo into its viewers’ brains.
Her latest venture will take her business into the world of sports, following her high-profile two season sponsorship deal of the Kelantan football team, which will result in not only a name change to include the names of her two biggest selling products; health drink Pamoga and the skin whitening drink Qu Puteh, but see the state’s macho footballers and their home ground in bright Barbie pink.
“Pamoga Qu Puteh The Red Warriors! I can say that now, because they have agreed to it,” she exclaimed in a recent sit-down interview with Malay Mail Online.
While the 44-year-old Kelantan-born has received plenty of brickbats, many others too have hailed her as a master in marketing.
Brand recognition for her Qu Puteh products had gone viral after she reportedly spent over RM3 million to sponsor last year’s Anugerah Juara Lagu 29.
Datuk Seri Dr Hasmiza Othman, better known as Dr Vida, prefers to market her products her own way, which had lead to the recent deal with the Kelantan football team. — Picture by Choo Choy MayHasmiza can also take pride in that despite a staff count of 150, not a single one is a marketing consultant because she prefers to market her products her own way.
“No no no,” she responded to suggestions of hiring one.
“I follow my heart and my instincts. With the experiences I have gone through in the business, consultants won’t understand what I am trying to do. They only know how to talk, and say what I want to do is illogical, so I don’t want consultants. I won’t pay other people for taglines,” she said.
That instinct that one might consider illogical would be the naming of her products, specifically Qu Puteh, which she explained derived from a law of attraction-type reasoning where users of the product would be wishing for fairness by the mere mention of the name which sounds like “aku putih” [“I am fair” in English) on top of drinking the product.
To Hasmiza, advertising and marketing is not about just plastering her name and face on things, but about creating a shock effect from appearing where she is least expected.
“I have been paying for advertisements since five years ago as a normal sponsor. But the advertisements just sit there, hitching a ride on people’s programmes,” she said.
“I had enough of that. People get sick of advertisements and they don’t watch it, so I decided to advertise in new ways, in entertainment, and soon, in sports.”
In all her branding exercises since giving up on conventional advertising, she said has to be unique and pioneering, having previously turned down an opportunity to advertise her brand on the side of a plane.
“I could afford it, but why should I? It has been done before, and people are used to it,” she said, without naming the airline that made the offer.
And her strategies have definitely been working out for her with her brand quickly becoming a household name, especially following her aforementioned sponsorship of the Kelantan Football Association that made headlines for her requests to change their jersey and stadium colours to pink on top of the name change.
She was reported to have said she was willing to spend up to RM20 million for the sponsorship, however when pressed to confirm, she refused to disclose the final amount before the deal is signed.
The deal saw her walking away with an added 33 more yet to be disclosed conditions for her sponsorship, and a position as honorary adviser to the association.
“The conditions are necessary for me, especially to ensure that the team is victorious at the same time to ensure success of my products,” she said.
“We need all the marketing, branding, popularity and victory to be a unified goal so it will push the Pamoga Qu Puteh The Red Warriors forward.”
And her marketing adventures are far from over.
After sports, she is now eyeing film production in the very near future, and products that would go hand in hand with her football sponsorship.
“Every time I try to market my brands, it is always with a purpose. I always try to get a new segment of society to recognise my products,” she said.
“I have funded TV shows and films in the past, but next I want my own film production house to produce its own films, and that would introduce me to a new market,” she added.
While others voice concern over the country’s economy wavering, Hasmiza is looking to expand her business. She is confident that her products will continue to sell through 2016 as it had through 2015.
“If the economy is slow, well then you have to wake it up. In these times when people are afraid to spend, I will ‘boom’ again with my appearance and people will continue to buy my products,” she said confidently.
She added that she never wanted to be in the limelight despite people criticising her now for chasing publicity.
She said she originally had approached many of her friends to be the face of her brand but they had convinced her that only her as the founder would have the sincerity for people to believe in the products.
Though she expressed fatigue of all criticisms and the photos she has to pose when she gets stopped by fans every time she leaves the house, she brushes it off, saying it was not too big a problem to face as she was aware of the cost of success.
“I hope that my products can be a legacy for my children to continue after me,” she said.
“I have to keep moving forward. These challenges all just the price of success.”
In this task we are already choose one successful entrepreneur to explain how the company demonstrates five trait that we chose. We choose Dato’ Vida Beauty because her company had a lot of trait that we can assume as a great entrepreneur.
INTRODUCTION OF DATO’ VIDA
Entrepreneurs for Vida Beauty is Dato’ Dr. Hasmiza Othman, better known as, Dato’ Dr.Vida already a familiar name around Perak .This is because she was recognized with the production and quality of its products are increasingly prominent in our homeland. She is a native of Kelantan and has been in the business world is almost 16 years old. She holds a Bachelor in Business Education of University Sains Malaysia in Penang. There are further studies which make her get her PHD in Biology at the University Charles Molnar, Hungary. Before she fully involved with the flow of this business, she was one of the trainers at the National Secondary School Poi Lam, Ipoh.
She took the brave decision to leave her career as a teacher and she has tried successfully. With a bold effort, she has managed to open a total of 38 branches around Perak, Kuala Lumpur, Johor, Kedah, Penang and Kelantan. Sacrifice her career has yielded very worthwhile to get all her business planning arrangements. With the layout and organization of all transactions made arena, she also expects the best no matter airliner Users, Employees, Business Partners and their work as tens Stockiest, Wholesalers and hundreds of dealers throughout Malaysia, Singapore and Brunei, which has helped her in her travel company until now.
Vida Beauty is a manufacturer of health products and beauty. Products issued by Vida Beauty is equivalent to the products of others in the market, thus, Vida Beauty products is the best. Many have tried these products and they are satisfied with the results.
No wonder, many feedback said that Vida Beauty products is said to be an option for everyone. Now, due to the many requests from customers for every corner of the country, Vida Beauty has added several new branches and increasing the number of distributors by the day. Many testimonials from users demonstrate their satisfaction on the effectiveness Vida Beauty products they have used. Vida Beauty was established on 1st December 2006 on a small scale and has begun to expand its retail widely on 1st May 2008. Vida Beauty has started something that makes the company's image and employee uniforms that symbolizes the company. The color theme has also played an important role in efforts to introduce or to market products to consumers. And with this approach, the results were great and receive support from all. With the proper planning and effective plan, Vida Beauty has managed to have 38 branches in several states of Perak, Kelantan, Penang, Johor, Kedah and Kuala Lumpur. So far, Vida Beauty has a total workforce of 120 qualified workers and highly viscous in helping to improve the targets regulated by the management company.
Employees of the company Vida Beauty have their commitment to achieving the goals that have been informed by the management Vida from time to time in order to raise the name Vida Beauty and further expanding the business, Vida Health Cosmetics and Beauty to the Global and International standards no matter in terms of advertising, marketing, business or even the promotion of sales through program offerings in accordance with the positive changes that arrange by Vida Beauty itself.
CHALLENGES FACES BY DATO’ VIDA
Everyone knows that everything we want to achieve, we will have gone through many challenges. It is also traversed by Datuk Seri Dr. Hasmiza Othman. She is an entrepreneur who started from the ground up to be a successful entrepreneur and is known at this time. Her success was so resounding that is admired moreover she was one of Bumiputera entrepreneurs.
There are many challenges that usually traversed by entrepreneurs. Among them are such as conflict between work and home for women entrepreneurs, lack of capital, fraud among suppliers and distributors as well as preparation for becoming entrepreneurs itself. However, as a successful entrepreneur in the 21st century, the obstacles can be overcome hurdles such as a study on the long-successful entrepreneurs by entrepreneurs who want to chart success as Datuk Seri Dr. Hasmiza or Datuk Vida have done.
Among the challenges faced by Datuk Vida is when she lost her two children as a result of an accident of fire in the house employee of the company on August 5, 2013. She was then the single mother facing this challenge with great courage and patient. This also resulted in bitter events disturbed her emotions. However, two other children she has now become a place for pampering and heal grief over the loss of her two children until this day.
Also, the challenges faced by Datuk Vida recently where she faced ridicule and accusations of society as spend MYR 3 million to Anugerah Juara Lagu Ke-29 (AJL 29). She received criticism in which she accused advertise her products excessively when the live broadcast AJL 29th place. She was also accused of showing love luxury jewelry and expensive clothes. However, she said that her purpose in doing so was to promote the products as well as stating that the appearance must be maintained so that people knew of its products.
INITIATIVE IN INTRODUCING THE PRODUCT
The Company of Vida Beauty is one of company that produce health and beauty product. At the beginning the company is not popular among the community. But the owner of the company which is Dato’ Seri Dr Hasmiza Othman has a strong sprit to face any of essential obstacles and challenges to make her company known by everybody in Malaysia.
Various efforts have been made in raising and promote Vida Beauty brands such as advertisements, using the tagline and also sponsored a television show. The methods that Vida Beauty used are many negative and positive impact on the company.
Vida Beauty companies have been using television as an initiative to introduce their health and beauty products. However, the advertising that use in television are not suitable and has made there company loss when there product are not too overwhelming response from the consumers. Dato’ Vida has spent a sum of RM 500,000 in arrears of salary for become instructors in vocational training council nationalities (MVLK).
However, Dato’ Vida area a strong women she never give up in promotion of her product, she took proactive action by sponsoring a famous television program to promote health and beauty products. Sponsorship program Anugerah Juara Lagu Ke-29 (AJL29) has raised the name of the prestigious Dato’ Vida. Total sponsorship amounting to RM 3 million has become a byword. Various views and public allegations were received by Dato’ Vida.
This situation still does not dampen the spirit Dato’ Vida struggling company. Discharge Dato’ Vida through social websites Instagram "... kita punya kebolehan yang berbeza, walau kita sesama manusia, bak kata orang rambut sama hitam, tapi hati masih lain-lain,” " answered all questions. Datuk Azizan Osman marketing experts also praised Dato’ Vida, according to Datuk Azizan Osman he did not recognize the company Vida Beauty if not watching AJL and congratulated him down Dato’ Vida as advertising strategy that can attract the attention of public. Datuk Azizan Osman also stressed his statement as shown by the Instagram datoserivida “Cuba kita jadi bangsa yang suka melihat orang lain mencapai kejayaan dan impian,”
In addition, Dato’ Vida also introduced a tagline that introduce beauty products, namely Qu Puteh, tagline of Qu Puteh was 'Qu Puteh Barulah Puteh' always been use in Anugerah Juara Lagu (AJL). This tagline has become viral in social media such as Facebook, Twitter, and Instagram and so on. This has raised the company name Vida Beauty in our society.
The Initiatives that have been used by Dato’ Vida was so benefit, Vida Beauty Company has over 400 stockiest in all countries including Singapore and Brunei with the research staff of 130 people. Despite the success Dato’ Vida there are also obstacles that had to be passed by Dato’ Vida due to the amount of sponsorship in AJL is too high and the use of the tagline and advertising in AJL is considered excessive. But all the barriers did not prevent Dato’ Vida of continuing to promote the health and beauty product
DATO’ VIDA’S TRAITS
Dato’ Vida have many type of personalities and specialize in her career. Despite being criticize by some people, she still proceed with her career and business. She still focus on how to take her product to a higher level. She did take some advice from her family and friend. She make all the comments and critics as a guide for her for not making a mistakes while busy with her career. In this situation we can’t highlight that Dato’ Vida is totally decisive person.
Dato’ Vida area a strong women she never give up in promotion of her product, she took proactive action by sponsoring a famous television program to promote health and beauty products. She was one of the sponsorship for the program Anugerah Juara Lagu (AJL) that has raised the name of the prestigious Dato’ Vida. Total sponsorship amounting to RM 3 million has become a byword. Various views and public allegations were received by Dato’ Vida. From that moment Dato’ Vida was known by the community of Malaysia. This statement show that Dato’ Vida was a perceptiveness person who able to notice something that will raise Vida Beauty Company it also show that Dato’ Vida is has an initiative to promote Vida beauty product to the citizen.
Dato’ Vida also introduced a tagline which introduces her beauty products, namely Qu Puteh. The tagline of Qu Puteh was so famous which is ‘Qu Puteh Barulah Puteh' always been use in Anugerah Juara Lagu (AJL). This tagline has become viral in social media such as Facebook, Twitter, and Instagram and so on. Right now her product become well known in Malaysia. Every Malaysian citizen know her product and her tagline. This versatility has make Vida beauty difference from another company and has raised the company name Vida Beauty in our society.
Dato’ Vida was so hardworking on her business. Now, Vida Beauty Company has over 400 stockiest in all countries including Singapore and Brunei with the research staff of 130 people. Despite the success Dato’ Vida there are also obstacles that had to be passed by her due to the amount of sponsorship in AJL is too high and the use of the tagline and advertising in AJL is considered excessive. But all the barriers did not prevent Dato’ Vida of continuing to promote the health and beauty products. She still continue to bring up her product to another level.
One of the Dato’ Vida achievement is Vida Beauty. Vida Beauty is a manufacturer of health products and beauty. Products issued by Vida Beauty is equivalent to the products of others in the market, thus, Vida Beauty products is the best. Many have tried these products and they are satisfied with the results and the products is said to be an option for everyone. Due to the many requests from customers for every corner of the country, Vida Beauty has added several new branches and increasing the number of distributors by the day. Many testimonials from users demonstrate their satisfaction on the effectiveness of the products.
Therefore, Dato’ Vida was an entrepreneur that have different trait. She was always looking forward and never give up on her career despite many things happen to her. She take all of the critics and comment as a challenge to take her business to a different level. She never complain about what have been chosen for her. She a strong women and always have the dedication to continuing her live even though losing her children. Hope that she will always stay strong and never give up on her career. The increasing of Vida beauty product show that citizen in Malaysia trust the integrity and reliability of Dato’ Vida beauty.
As we can see, Dato’ Vida is one of the entrepreneur that have the traits that entrepreneurs should have in order to achieve their goal. We can conclude that Dato’ Vida is a successful entrepreneurs in Malaysia. Her product is well known in some of the country in South East Asia. This type of entrepreneurs will gain more trust from the customers and the people that work for them. We hope that Dato’ Vida will achieve more achievement in her business and her life.