MGA 123

PRINCIPALS OF BUSINESS MANAGEMENT

TOPIC:

AINAA BEAUTY COMPANY

SEMESTER 2 SESI 2021/2024

GROUP MEMBERS
AINUL FITRIYAH BINTI MAD HAJAT DIN
ZAINATUL FATHONAH BINTI SHAHRUDDIN
NUR AMIRAH BINTI MOHD ZAIDI

1
 TABLE OF CONTENT

CONTENTS PAGE
1.0 Introduction 1
i. Background of Company Owners 1
(name, age, gender, qualification)
2.0 Description of Product/Service 3
3.0 Production and Operation Management 3
4.0 Human Resources Management 4
a. Payroll 4
b. Recuitment 4
c. Training 5
d. Personal Relationship 5
5.0 Marketing 5
6.0 Financial Resources Management 7
7.0 Business Scenario/Trends 8
8.0 Ways to Improve Company 9
9.0 Conclusion 10
Appendixes 11
References 13

2
1.0 INTRODUCTION

Ainaa Beauty has been well being established beauty product manufacturer based in
Malaysia since 20 January 2018. The brand name of their products was inspired by Syafiqah
Ainaa and the company trademark “Kejayaan demi Kebahagiaan”. Ainaa Beauty was located
at 7-53-3, jalan Medan Pusat Bandar 8A, Seksyen 9, 43650 Bandar Baru bangi, Selangor.
The company is open Monday through Friday from 9.00 a.m. to 6.00 p.m. and closed on
weekends. Ainaa Beauty Skincare has also created a website and several social media
accounts to promote the online purchasing process. Moreover, this is a joint venture founded
by Syafiqah Ainaa as the founder and her husband Hafiz Mahamad as the CEO of Ainaa
Beauty. The intention of this company is not only to sell skincare products but also to focus
on cosmetic products.

In the first place, they have attempted to develop their AINAA serum with the
assistance of a reputable Malaysian cosmetics company. Surprisingly, when compared to
their other skincare items like cleansers, moisturizers, scrubs, and sunscreens, their serum has
sold out in such a short time, showing that the product is popular. This business encountered
many obstacles throughout its journey. Typically, the majority of Malaysians are uninterested
in local products as they believed that local products were regarded to be harmful to the skin.
Their products were once labeled as “produk sampah”, which is known as low qualities and
has no future but that will not keep them down.

Nevertheless, this product is now gaining popularity not only in Malaysia but also in
countries such as Thailand, Brunei, Indonesia, and Singapore. Ainaa Beauty wants the entire
world to experience high-quality products at affordable prices. Before their customers
purchase the products, the Ainaa Beauty team will guide and provide a free consultation.
They ship worldwide and hope to provide the best online shopping experience to all their
customers.

i. Background of Company Owners

Syafiqah Aina, her named is Nur Syafiqah Aina Binti Abdul Wahab. She was born on
18th June 1994 so her current age is 28 years old now. She persuades her studies for the field
bachelor’s in Mass Communication at University Technology Mara (UiTM). Her career was
as a cosmetics entrepreneur, model, Instagram celebrity, blogger also, and influencer. She

1
started using Instagram in June 2013 and now she has moreover 1.1 Million followers. With
that many followers, Syafiqah Aina started her career as an Instagram celebrity by earning
money through "paid reviews". She also started modeling and being an Instafamous. Syafiqah
Aina was lucky to meet her lovely husband named Hafiz Mahamad, who married on 24th
November 2017 in a pretty glorious ceremony like a popular artist with various sponsorships.

The CEO of the company, Hafiz Mahamad started his business because he wanted to
change his life after going through a difficult period as a teenager. This has motivated
individuals, particularly young people today to always strive and to be able to stand on their
own two feet. Essentially, Hafiz Mahamad is the company’s backbone, he consistently put his
Ainaa Beauty team and customers first to help them achieve success in their lives by looking
after their well-being. It’s been claimed that this company also focused on assisting youthful
generations in generating more income by offering them job opportunities as drop shippers,
agents, and stockiest in each part of Malaysia.

For their reception, they were sponsored by a white luxury limousine to head to the
beautifully decorated stopover. Syafiqah Aina had known Hafiz Mahamad for almost 5 years
before they set up a household. Her husband has also been her boyfriend since they were
teenagers and now a beautiful baby girl was born named Raisya. They both raised her with
love and lived in the most beautiful and luxurious house for their lovely daughter, Raisya.
This romantic couple once went viral with their heartwarming and romantic love story. The
popularity begins when her boyfriend Hafiz Mahamad celebrated her birthday most
romantically with a limousine car that went to pick her up to eat dinner at a luxurious
restaurant in Kuala Lumpur. On 20th January 2018, she became the founder of NSA Beauty.
This company is the common property between Aina and her husband, Hafiz Mahamad.
Once when she has a skin problem such as dullness, redness, and allergic skin effect from
using a lot of makeup for the long period. With her hardworking and confidence, she starts to
produce a serum which is the first product that she made for NSA beauty. After consuming
her serum for over a year her skin starts to look better, the skin not looking dull and started to
glow. With confidence in her product, she started to share a product with everyone who sees
her skin changes and that’s how her serum gain the trust of her friends and followers. With
this business for years, Syafiqah Aina finally managed to buy a house, cars, and a new office
for NSA Beauty which is better than their previous office in 2018.

2
2.0 DESCRIPTION OF PRODUCT

Ainaa Beauty is a business that sells skincare, there are 5 items in the product which
are cleanser, serum, sunscreen scrub and moisturizer. First of all, the cleanser is one of the
most important items in facial skincare. It can clean excess oil on the face. In addition, it can
also treat our face and moisturize the skin. Ainaa cleanser can kill bacteria and can refresh the
skin. The second item is serum. The advantage of Ainaa serum is that it can reduce
pigmentation on the face and it helps to fade acne scars. Ainaa serum can also shrink the
pores on the face when we use it in the right way and use it consistently. It can also brighten
our facial skin to the original skin and it makes our skin look youthful.
Thirdly is sunscreen. Sunscreen is an important item in facial skincare. This is
because it can protect our facial skin from sun exposure and aging. Ainaa sunscreen can also
moisturize the skin and reduce irritation because its texture is light and does not leave a white
cast when we wear it. Sunscreen can protect the skin from uva and UVB within 4 hours. In
Ainaa sunscreen has a 3-in-1 function as a primer and moisturizer. Fourthly is scrub. As we
know, the Ainaa scrub has two functions, which are to function as a scrub and a mask. There
are many benefits of scrubs such as getting rid of dead skin cells and preventing pores from
clogging. It can also remove blackheads and whiteheads on the face. In addition, scrubs can
also brighten the skin and control oily skin problems.
Lastly, moisturizer is the most important in skincare. Moisturizer acts as moisture. It
contains vitamins A, E and D to maintain skin moisturize and control dry skin. Formulation
of water gel-cream that acts to penetrate the skin quickly. Moisturizer is also able to stretch
the facial skin if we use it consistently. It can treat those who have dull skin problems and can
reduce wrinkles and fine lines on the face. Finally, it can slow down skin aging.

3.0 PRODUCTION AND OPERATION MANAGEMENT

The production of Ainaa Beauty depends on the factory's ability to cooperate to

produce Ainaa Beauty products. The manufacturing and production process of all Ainaa
beauty products are from the factory. The factory that produces this Ainaa product has its
chemist and needs to consult first on the product to be produced by Ainaa Beauty. For
example, what is the purpose for which this product is produced, and what is the function of
each item released.

3
 When Ainaa Beauty has consulted with the chemist who wants to produce all the item
products that they want, then it will be agreed by the chemist of the factory. The chemists
who produce Ainaa Beauty products are people with decades of experience and have also
produced a variety of products. Furthermore, the factory takes care of its customer’s interests
without divulging its customers’ secrets to customer rivals. After that, the factory will
produce some samples for Ainaa Beauty to try to 100 customers and 1 out of 100 good
samples will be produced and proceed by Ainaa Beauty.

Lastly, the packaging such as bottles, boxes, printing, and ingredients are from
different factories and those factories will complete all the packaging. All 5 Ainaa Beauty
items, namely serum, cleanser, sunscreen, scrub, and moisturizer use the same process.

4.0 HUMAN RESOURCES MANAGEMENT

a. Payroll

Responsible to process monthly payroll, payroll reports, update the staff leaves and
medical slip records, ensure the changes to claims and benefits payout formulas are captured
and changed accordingly in the system. Ensure employee welfare and benefits are
administered by the terms and conditions of employment and responsible to prepare pay slips
for all employees.

b. Recruitment

Support team Ainaa Beauty and liaise with the Head of Department on manpower
requestion. Then, sourcing, filtering and screening for suitable candidates according to job
specifications and time-frames, preparing recruitment materials, and create job postings and
advertisement on different reliable job sites. Training programs take place continuously in the
organization as he advocates motiving his staff to teach other staff about the business
practices. According to by Hafiz Mahamad, by doing good deeds, employees will not lose
anything and instead they would be able to improve their interpersonal skills and individual
performance.

4
 c. Training

Effective management of the human resource is very crucial in Ainaa Beauty. Employees
need to be fully equipped with substantial knowledge and skill. Upon having sufficient
exposure to the company’s working culture and procedures, they may be able to perform
better.

d. Personal relationship

Apparently, as a humble and caring Hafiz Mahamad tries his best to have close and
personal relationships with all subordinates to develop a good rapport, which will
subsequently lead to higher personal and organizational performances. Hafiz Mahamad tries
his utmost best to be a good listener to them and always do something for his staff.

5.0 MARKETING

Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large1. Besides, a marketing mix is the set of tactical marketing tools
that the firm blends to produce the response it wants in the target market. For the Ainaa
Beauty brand, marketing is something that important to build the opportunity for growth and
advancement. For information, the Ainaa Beauty brand is an increasingly famous local
product. Therefore, various methods Ainaa Beauty introduce, promote and market products to
impress and entice customers about the existence of their brand. So, among the ingredient
that go into a marketing program that the Ainaa Beauty brand was follow can be categorized
into four factors which is a product, price, place and promotion2.

Products refer to a good or service that a company offers to customers and a product
should fulfill existing consumer demand. It is a key element in the overall market offering.
The product can also be determined as a tangible thing that we can see, can touch. When
there is a mixture of services, events, persons, places, organizations, and ideas we can call it
products too. Seller usually produces products to earn profit. In the Ainaa Beauty brand,

1
Marketing, the book of Understanding Business; Twelfth Edition
2
Marketing, the book of Understanding Business; Twelfth Edition

5
Ainaa Beauty offers a variety of skin care products such as Ainaa serum, Ainaa Cleanser,
Ainaa Sunscreen and Scrub Mask. Besides, the Ainaa Beauty brand also offers a selection of
cosmetic product such as Ainaa palette, Ainaa sparkle lip matte, Ainaa soft lip matte and
Ainaa foundation.

Price is the cost that customers pay for a product. For example, the sellers must link
price to the actual value and perception of the product, but they must also consider supply
costs, seasonal discounts and competitor prices. In some cases, sellers may raise prices to
make products look luxurious because they offer high quality products for which customers
are willing to pay a little more. However, they may lower the price so that more customers
can try the product. The Ainaa Beauty brand, they offer a selection of skin care products and
cosmetic products at affordable prices. Apart from that, they also sell high quality products at
reasonable prices along with the price list of Ainaa products, namely Ainaa serum RM 65,
Ainaa Cleanser RM 45, Ainaa Sunscreen RM 59, Ainaa Scrub Mask RM 39, Ainaa palette
RM 65, Ainaa foundation RM 65, Ainaa sparkle lip matte RM 35 and Ainaa soft lip matte
RM 393.

The place is the most important element when companies make decisions, they try to
determine where they should sell products and how to deliver products to market. The goal of
sellers is always to get their product in front of the customers who are most likely to buy it.
For information, the Ainaa Beauty brand is a local product that uses mass media, namely
Instagram as a store to market products sold by them and the website serves as a direction in
providing information related to the product and the price of a product. Moreover, Ainaa
Beauty has other social media which is Facebook, Twitter and Whatsapp as a marketing
medium and considers it a place to communicate with customers. And they also follow the
new trend in marketing like Tiktok because many people who to access these applications.

Promotion is all the techniques sellers use to inform people about and motivate them
to buy their products or services. Promotion includes advertising; personal selling; public
relations; publicity; word of mouth (viral marketing); and various sales promotion efforts,
such as coupons, rebates, samples and cents-off deals. Promotion often includes customers.
Among other activities, that means responding to suggestions customers make to improve the
products or their marketing, including price and packaging. So, the promotion that the Ainaa

3
The website of Ainaa Beauty product
https://syafiqahaina.com/?product-page=1

6
Beauty brand use for its customers is a special gift for every customer who only orders one
item, free membership and Ainaa points for every RM spent will get 1 Ainaa point and these
accumulated points can be redeemed and converted into discount vouchers4 in the website
Ainaa Beauty.

This type of Ainaa Beauty marketing is more geared towards online businesses. One of the
marketing methods implemented by the Ainaa Beauty brand is to often do social to maintain
their close relationship with customers, as population growth and demographic changes
impact sales.

6.0 FINANCIAL RESOURCES MANAGEMENT

Financial Management means planning, organizing, directing, and controlling the

financial activities such as procurement and utilization of funds of the enterprise. It means
applying general management principles to the financial resources of the enterprise.

Ainaa Beauty Company is a famous skin care company in Malaysia. There has a
sporting director, and staff until their manager. About financial resources management, they
do not give detail about their company’s finances. One of their staff tell that every company
must have total sales at end of the year. After that, they will count all of their total sales and
will have a dividend. A dividend will give to a director and have a share of a company. Some
of Ainaa Beauty’s sales that year will be given towards Corporate Social Responsibility
(CSR) to help people who need help. Moreover, before they give a salary to their staff, they
must spend around RM300,000 on the company. The money will be used when an emergency
case such as a flood, fire, or others. When the situation happened, at least the company had
savings. After the next year, they will start all over again with new sales, and marketing and
they got their income.

4
The website of Ainaa Beauty
https://ainaabeauty.com/

7
7.0 BUSINESS SCENARIO/TRENDS

The "Ainaa Beauty" brand has been so badly criticized that it is said to be a "junk
product".5

The dream of pursuing ideals must be in line with the effort and belief in a chosen
field. Nur Syafiqah Aina binti Abdul Wahab or more affectionately known as Syafiqah Aina
who is 26 years old continues to place the highest level of achievement in life so that the
goals sketched are achieved. Now Syafiqah Aina can smile when her business empire, "Ainaa
Beauty, finds a place in the hearts of society, especially the younger generation.

Syafiqah Aina inserts a story about her life journey in business so that there are
business challenges faced during the establishment of the Ainaa Beauty brand where most
Malaysians do not believe in local products. For them, this local product is not very good and
it can damage the skin. At the beginning of the establishment of the Ainaa Beauty brand, this
product was once severely criticized by the community. People were so blinded by saying
that Syafiqah Aina traded in "junk products" and products weighing kilos that some
customers insulted and deliberately threw Ainaa Beauty products on the floor.

But for 3 years, Syafiqah Aina tried to change the mentality and stigma of the
community about the quality of local products by making testimonials to prove to the
community that many local products have quality and it is equivalent to international
products. Nevertheless, the Ainaa Beauty brand continues to strive to attract the Malaysian
community to believe that the products sold them are the best. In addition, the struggle of the
Ainaa Beauty brand is 'give more to people' which is to work on a program called "Ainaa
Fantasi" where they have given sponsorship for 3 months to 5 followers who have facial skin
problems and are not confident in the eyes of society and hope more people with similar
problems can be helped by Ainaa Beauty products. Syafiqah Aina also wants the community
to see that the struggle of the Ainaa Beauty brand is more about giving and indirectly can
help open job opportunities for the community.

5
The "Ainaa Beauty" brand has been so badly criticized that it is said to be a "junk product”.
https://www.nona.my/nursyafiqah-aina-pernah-dikecam-teruk-dikatakan-produk-sampah-ainaa-beauty-berjaya-
mengubah-pandangan-itu/

8
8.0 WAYS TO IMPROVE COMPANY

The ways to improve Ainaa Beauty use of Influence Strategies. The definition of the
use of influence strategies is when an entrepreneur can make use of influential people to
reach their business goals. In one of the interviews, Syafiqah Ainaa stated that with her
growing popularity, she hoped to inspire her followers to be like her, who used to have
sensitive skin problems. At the same time, she persuaded people who have skin problems to
be confident in their appearance in public. For example, because she is well-known Instagram
celebrity, she used her platform to inform the public about the beneficial effects of her
product brand. Futhermore, it can be seen that she used her influence wisely when a new
programme called AINAA FANTASY was announced. This programme is designed to assist
and guide those who are a serious skin problem for three months to see a difference within
that period. This programme includes five participants and all of them will get free
consultation and sponsorship of Ainaa Beauty products. Through this programme, more
people will recognise this brand, particularly among her followers from various countries. As
a result, we can conclude that using a influence strategies to persuade others is an excellent
ways to promote someone’s products.

Next, our suggestion ways to improve the company is by using the loyalty program
method that is by rewarding loyal customers using Ainaa Beauty products. Besides, offers for
new customers. Send emails to customers who have never visited the Ainaa Beauty website
and include information on Ainaa Beauty's sales campaigns as well as offers that customers
will get by using Facebook as an intermediary medium for Ainaa Beauty and also customers.
This is because Facebook has proven easy for a company to network and expand the
promotion of sales of goods. Furthermore, always be in touch with the customer one of the
best ways is to listen and research customers.Creating an online strategy can be a way to
gather valuable ideas to connect with customers. Focusing on both product and service
delivery is important because they are equally important in growing a company’s business.
Connecting and listening to customers can also help in emphasizing and generating ideas on
how both product and service delivery can be improved by conducting market scans to better
understand the environment in which Ainaa Beauty’s business operates, including analyzing
the company’s competitors to understand the importance of marketing and branding. for
business. Offers an Ainaa Beauty customer channel where you can easily provide feedback
on Ainaa Beauty products and services.

9
9.0 CONCLUSION

In conclusion, I have chosen this famous entrepreneur in Malaysia named Syafiqah

Aina who is one of the young entrepreneurs that run a company which is NSA Beauty. Her
personality has a great characteristic which makes her style of performing both business and
her modelling. The self-confidence that she shows to everyone is amazingly inspiring to other
people. With her key of good intention, she finally can be branding a product which is Ainaa
Beauty skincare also a cosmetic product. Moreover, with her hand work also supports to
other people, the company which is NSA Beauty is established on 20th January 2018. This
systematic planning idea started up a business coming from her husband, Hafiz Mahamad. He
decided to start to venture into business after he had to struggle with difficulties in his
teenage life together with wife, Syafiqah Aina. Other than that, what is the good decision that
she made is when some event when viral, so with the smart thinking her, she used this
opportunity to produce a cosmetic product sincerely to share the secrets of her beauty to the
public as well as she opened job opportunities and also expanded his knowledge in the field
of business by setting up such a great NSA squad. The fact that she produces a trusted
product with the dermatological test, the products such as serum, cleanser, moisturizer, scrub
and sunscreen as the selection of skincare become one of the most effective skincare for the
local brand in Malaysia.

10
APPENDIXES

The picture shows Syafiqah Aina and her husband,

Hafiz Mahamad, the company’s founder and CEO,
respectively.

The picture displays Ainaa Beauty’s

business Instagram profile. This is one of
the platforms to market her products.

The images above show the Ainaa Beauty skincare and Ainaa Beauty Cosmatics product
lists.

11
 Syafiqah Aina’s interview that story
about how can she start her business.

The picture above portray Ainaa Beauty Customers’ positive feedback

12
 REFERENCES

 https://www.outbrain.com/blog/digital-marketing-strategies-for-beauty-businesses/
 https://www.studocu.com/my/document/universiti-teknologi-mara/fundamentals-of-
entrepreneurship/ent300-entreprenuership-individual-assignment/15256451
 https://www.nona.my/nursyafiqah-aina-pernah-dikecam-teruk-dikatakan-produk-
sampah-ainaa-beauty-berjaya-mengubah-pandangan-itu/
 https://syafiqahaina.com/
 https://babab.net/out/malam-pengiktirafan-nona-super-women-award-2020.html
 https://www.instagram.com/ainaabeautyofficial/?hl=en

13