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CONTENTS PAGE

1.0 Introduction 2

2.0 Elements of the marketing mix 2-7

2.1 Product
2.1.1 Product features
2.1.2 Product quality
2.1.3 Product design
2.1.4 Product branding
2.1.5 Product packaging
2.2 Price
2.2.1 Price strategy
2.3 Place
2.3.1 The shape of the distribution channel
2.3.2 Inventory
2.4 Promotion
2.4.1 Promotional mix
3.0 GINTELL and mixed marketing 8-23
3.1 Product
3.1.1 Product features
3.1.2 Product quality
3.1.3 Product design
3.1.4 Product branding
3.1.5 Product packaging
3.2 Price
3.2.1 Price Strategy
3.3 Place
3.3.1 The shape of the price channel
3.4 Promotion
3.4.1 Promotional mix

4.0 Recommendations to increase the use of mixed elements 24-25

5.0 Conclusion 26

6.0 Reference 27

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1.0 INTRODUCTION

GINTELL (M) Sdn.Bhd is a company that manufactures goods health care and under the private and
household goods industry sector (Personal and Household Products). This company was established
in 1996 which was first known as Intell Jaya Marketing (M) Sdn.Bhd. The founder of this company is
Mr. C.Y. Goh who is the Managing Director of GINTELL also holds position as Director of Business
Development Division and Ministry Domestic Trade, Cooperatives and Consumerism. He is a
successful entrepreneur and has won the Asia Pacific Award (APEA) for category of Outstanding
Entrepreneur in 2007, (Bernama, 2007). GINTELL is a leading company in Malaysia and has over 60
branches nationwide as well as being one of the chains of care companies leading health in Southeast
Asia. The company produces a variety high-tech and innovative health product that provide an
approach consistent with health as well as emphasis on physical and mental aspects. The products
produced are divided into several categories namely Relaxation, Reflexology, Beauty & Slimming,
Fitness and iRest which each have distinctive functions such as massage chair, eye massage, foot
massage, system cushions air, slimming belts, magnetic bikes, massage beds and more. Products as
well as the services produced have received several awards among them such as ‘Superbrand
Malaysia Consumers Choice 2006’, ‘Asia Pacific Super Excellent Brand Book Of Record 2006 ’and
more.

2.0 MARKET MIXED ELEMENTS

Marketing mix is the main strategic elements that marketers need design and manage it to produce a
value exchange process will maximize consumer satisfaction, (Zahari Mohamad et al., 2011).
According to Dibb, S., & Simkin, L. (2004), marketing mix is a set of tactical activities which will be
developed by marketers with the aim of implementing strategies market that has been proposed and
simplifies the exchange process with targeted customers. This marketing mix is better known as the
4P refers to the elements namely product, price, place and promotion.

2.1 Products

According to Zahari Mohamad, the product is an offer by marketers to see, tried and used for
personal, household, manufacturer or resale use. Products are divided into two categories, namely
tangible products and non-tangible products intangible. Notable products are items that can be
touched, seen, color, weight and can be felt the presence of its physical shape for example like a car,
computers and so on. Intangible products are not products can be felt or touched as it exists in the
form of such services satisfaction, settlement, efficiency, banking or insurance services,
(Ramachandra, K. et. al., 2010).
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2.1.1 Product features

The product produced must have unique or different product characteristics than other competitors
and is able to highlight its specialties. Those features are an important element that determines the
competitiveness of a product in market. Marketers should strive to create a product that has features
that creative and unique that is able to attract the attention of users to anywhere users can recognize
the product.

2.1.2 Product Quality

A product produced or marketed must have a quality that high to satisfy the needs of consumers.
According to Shanthi Subramaniam & Mah Boon Kiet (2011), product quality is the ability of a
product to carry its function and competitiveness in the stock market”. Marketers must produce the
level of product quality that will strengthen the position of the product in market target. For example,
a BMW car manufacturer that turns out to be durable car and the durability of its car as BMW
emphasizes aspects quality in producing its products.

2.1.3 Product design

Design is an important part of a product. It will affect the image of the product. The design covers the
exterior style of the product and the function or use of the product, (Shanthi Subramaniam & Mah
Boon Kiet, 2011). Attractive and different designs from competitors have the advantage of that can
attract consumers, can improve product performance, lower costs production as well as giving an
advantage to the target market. For example, handbags branded like Polo has an attractive design as
well as can improve the prestige and status of users.

2.1.4 Product Branding

A brand is the identity of a product. Brands include names, symbols, signs etc. used to make the
product identified by users as well as competitors and are usually officially registered (Dibb, S., &
Simkin, L.,2004). Brands can also be profitable (Emerald Insight Staff, 2004). There are several types
of brands namely manufacturer brand, individual brand, brand family, distributor brands, generic
brands and combination brands. The brand has some such advantages can show special features, give
value to a product, simplifying the process of purchasing or ordering, identifying problems and can
provide protection against the product. For example, brands luxury cars like BMW, Ferrari and
Mercedes provide high value and symbolizes prestige and high status to consumers, (Shanthi
Subramaniam & Mah Boon Kiet, 2011).

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2.1.5 Product packaging

Packaging is an activity to store or protect products from broken. Marketers need to think of an
innovative packaging that allowing them to gain an advantage in overcoming other competitors.
Inside making decisions on product packaging, marketers should take into account impact on the
environment as well as safety aspects to encourage any damage during the delivery process, (Mokhtar
Pet & Rafidah Manap, 2011). Packaging will also add more quality to a product and is opportunities
for marketers to influence buyers.

2.2 Price

Price is the exchange rate in the currency of a product or service provided by the seller to the buyer,
(Shanthi Subramaniam & Mah Boon Kiet, 2011). Price includes the quality of a product or service.
Placement price covers three things namely cost, consumer and competitor and is important for
achieve business goals and objectives in maximizing profits as well increase sales revenue or market
share.

2.2.1 Price strategy

There are several pricing strategies namely:

a) Price Discount Strategy

Marketers will offer lower prices to customers who buy products in large quantities compared to other
customers. Marketers too will offer cash discounts to buyers who pay quickly within the period
time and payment terms set. In addition, marketers will offer discounts to middlemen who conduct
product sales as well as offer discounts seasonal where after the festive season or the like, (Reynolds,
et al., 2005).

b) Geographic pricing strategy

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Based on this strategy, marketers will take into account shipping costs and transportation before
making price adjustments due to the geography position different. For example, the price of goods for
Sabah and Sarawak is different from the Peninsula Malaysia because of its different geographical
position.

c) Psychological pricing strategy

According to this strategy, marketers will influence buyers' perceptions of the product offered and by
using psychological forms such as the use of price odd like RM 9.99 which will make the buyer
consider the price cheaper than RM 10.

d) Promotional pricing strategy

Marketers will use this strategy by lowering the price of a product selected at low cost or wholesale
price to attract interest as well increase its sales over a temporary period of time.

2.3 Places (distribution channels)

Distribution channel is the path through which goods or services are issued transfers from
manufacturer to consumer, (Hundekar, S.G et al., 2010). This channel also moves the product to the
customer by overcoming the gap time, place and ownership that separates the product from its users.
Members distribution channels such as agents or brokers, retailers and wholesalers. They have an
important and key role that is as a collector and disseminator of information, consultation,
establishing relationships, meeting user needs, assistance finance, promote and take risks, (Shanthi
Subramaniam & Mah Boon Kiet, 2011).

2.3.1 Form of distribution channel

According to Abu Bakar Abdul Hamid (2004), there are two forms of distribution channels, namely:
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 a) Vertical dimensional distribution channel.

These channels include direct channels and indirect channels. Distribution channel directly is
where the manufacturer sells the goods directly to the customer. Examples are Avon, Cosway,
salons and so on. While the distribution channel indirectly refers to the manufacturer depending
on others to sell products to consumers for example such as selling cars.

b) Horizontal dimensional distribution channel

This channel refers to the number of channel members who handle something products at one
stage in the same channel and it causes the channel it becomes broad. For example, Proton car
distribution channels are wider compared to BMW cars because many Proton cars have many
dealers.

2.3.2 Inventories

According to Shanthi Subramaniam & Mah Boon Kiet (2011), inventory control on the optimum
level i.e. it should not be excessive and should decrease performed by the manufacturer. If the
stored inventory is excessive, the manufacturer will incur high costs due to storage costs and
control. However, if inventory decreases, producers will run out stock and it can affect product
marketing. Therefore, manufacturers should be sensitive against the right time to place a new
order.

2.4 Promotion

According to Ramachandra, K. (2010), promotion is a communication process marketing that

involves information, persuasion and influence of a product to users. The promotion aims to introduce
the product to consumers, attract consumers, influence consumers, increase sales and profit, provide
knowledge to consumers about a product, maintain product image, maintain market share, compete
with other products and also expanding the market.

2.4.1 Promotional mix

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 According to Mokhtar Pet & Rafidah Manap, (2011), there are several elements that important in
the promotional mix namely:

a) Advertising
Is an indirect communication through the mass media, billboards, internet network or mail
paid by the manufacturer.
b) Sales promotion
Manufacturers will provide intensive to consumers to motivate them buy products such as
giving discounts, coupons, rebates and so on.
c) Publicity and public relations
Publicity involves the publicity of a product through the media electronic or print. Public
relations is used to build relationships good with the community and stakeholders for example
like MILO which gives free drinks to all students in the school as wrong a public relations
performed.
d) Face-to-face sales
Face-to-face sales are direct and direct sales to consumers. It very effective because users are
free to ask and see the product for themselves as well as more convincing consumers to buy
the product.

3.0 GINTELL AND MARKETING MIXTURE

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As a thriving company, GINTELL practices the elements marketing mix as a key strategy in his
business. The following are elements used:

3.1 Products

Products manufactured by GINTELL have captivated consumers as well bring and raise the name of
GINTELL on the business stage. Diversity the products produced have different functions according
to their respective categories. The following is a list of products produced according to their
respective categories.

Category Product

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Relaxation

Foot
Massager

Slimming
& Beauty

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 Foot
Massager

Portable
Massager

Figure 1: List of GINTELL products https://www.gintell.com/portable-massager?limit=25

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3.1.1 Product features
GINTELL manufactures health products that have attractive features and different from other
competitors to gain a place in the hearts of consumers and the market. GINTELL products feature
state-of-the-art technology, modern and innovative height. There are also products that use robot
technology such as Massage Beds (Massage Bed) where users can choose to be massaged when
sleeping in bed them. In addition, the product is also flexible that it has two functions different at one
time for example such as Massage Chair and Massage Bed (Massage Bed) where it not only functions
as a chair or massage bed but it is one of the home furniture that is medium for users to relax.
GINTELL products are also easy to carry and suitable used at home as well as in the office for
example such as Foot Massage, Eye Speaker etc. GINTELL also provides products and services that
can enjoyed by all users regardless of background i.e. Rest N Go Station at where this station has its
own concept and is equipped with a massage machine as well as available in public places for as low
as RM1 for use it. Figure below Rest N Go Station produced by GINTELL.

Figure 2: Rest N Go Station Concept

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3.1.2 Product Quality

The quality of the products produced by GINTELL is also high quality due to its availability network
from Panasonic as a giving and providing partner advanced facilities and technology. The products
produced are also made with high quality and durable materials to ensure the comfort of consumers as
well as for long-term use. The quality of the product produced is proven when GINTELL once won
the ‘Malaysia SPA and Wellness Award 2008 -Best Slimming Equipment ’and‘Malaysia SPA and
Wellness Award 2008 – Best Massage Chair ’.

3.1.3 Product Design

The product design produced by GINTELL has attracted the interest of consumers to buy. Its unique
design is also a GINTELL idea for influence consumers to buy for example such as Hand and Bed
Massage that has a unique and attractive design. The diagram shows between GINTELL product
design.

Figure 3: Among GINTELL product designs

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 3.1.4 Product branding

GINTELL who is famous for his slogan said “HEALTH. LOVE. LIFE” is corporate logo
representing unity and cooperation from companies and employees who are always striving towards
the achievement of goals as well as striving to achieve global brand recognition. The GINTELL brand
is easily recognizable anywhere because is one of the well-known brands of health products. The
figure shows the logo GINTELL.

Figure 4: GINTELL Logo

3.1.5 Product packaging

All products produced by GINTELL are packaged to prevent any damage. The types of packaging
used do not affect the environment and can be recycled. GINTELL also chooses affordable product
packaging reduce resources and save costs. Among the types of packaging are used are like boxes and
bags. The diagram below shows an example GINTELL product packaging.

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Figure 5: Example of GINTELL product packaging

3.2 Price

Prices for each GINTELL product are set based on cost and demand for achieve the set profits. The
set price represents the quality of the product them. The higher the price the higher the quality
provided. Every product the ones produced have different prices according to their size as well as the
category different. Here is an example of the price for a GINTELL massage chair at a price differ
according to their respective functions and advantages.

Figure 6: Examples of different price lists

GINTELL also offers online purchases through the website with offers a promotional price for each
such purchase. GINTELL too offers prices for credit purchases and payment term setting for example
as in the diagram below.

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Figure 7: Examples of credit purchases and payment periods

3.2.1 Price strategy

GINTELL has used several pricing strategies in each pricing the products are:

a) Price discount strategy

The price discount strategy used by GINTELL is to give a discount quantity to buyers who buy in
large quantities. GINTELL too provide price discounts to buyers who pay quickly or on time

set time. Seasonal discounts are also given to buyers for encourage the purchase of off-season
products such as Mother’s Day season as well celebration. GINTELL also gives trade discounts to
agents or people middle on the sale of products conducted for the company. Examples of discount
strategies price provided by GINTELL.

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Figure 8: Example of price discount strategy

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b) Geographic pricing strategy

Geographic pricing strategy is also used by GINTELL in setting prices for products distributed in
different regions of geographical position with taking into account the cost of transportation as well as
the delivery of the product. For example product prices for Sabah and Sarawak are different from
prices in the Peninsula Malaysia.

Figure 9: Geographic price differences between the Peninsula and Sabah & Sarawak

c) Psychological pricing strategy

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GINTELL uses this strategy to influence the emotions and actions of users to buy. For example,
GINTELL chooses number 8 for price usage psychology such as RM 498, RM 1,888 and so on.
GINTELL affects users by way of ‘Buy 1 get 1 free’ and also give gifts from each purchase which is
also one of its products. Then the user thinks that when they pay for a product indirectly, they will get
two products. The diagram below shows an example of a psychological price used.

d) Promotional pricing strategy

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GINTELL also provides promotional prices by lowering prices inside a certain period of time. For
example, as in the diagram below, in conjunction GINTELL’s 24 th anniversary provides promotional
prices to all buyers.

Figure 11: Example of promotional price

3.3 Places (distribution channels)

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GINTELL is a company with three branches and has a network of distributors of more than 60
branches nationwide allows users to get the product according to their location. GINTELL has also
established business relationships with Panasonic, Tesco and Jusco as his partner. In addition,
GINTELL also has a network wide distribution as far as Southeast Asia.

Figure 12: GINTELL store chain

3.3.1 Form of distribution channel

With more than 60 branches, GINTELL uses both type of distribution channel for distribution and
sale of products with conducting direct sales is also indirect to consumers through all stores or
websites provided. Besides that, GINTELL too using horizontal distribution channels where by using
agents or middlemen in distributing activities as well as selling products in a channel same. This
distribution channel allows order frequency, a short time for delivery as well as having many
customers.

3.4 Promotion

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Promotion is an important strategy for GINTELL to master market as well as influence buyers by
convincing them that the product GINTELL is different and has advantages over products from other
competitors.

3.4.1 Promotional mix

Here is a promotional mix that GINTELL used as a mistake one of their promotional strategies.

a) Advertising

GINTELL uses promotional advertising, that is, indirectly to users through several channels such as
mass media, electronics and even print media. Through mass media and electronic channels
GINTELL uses advertising mediums such as radio or television that advertise promotions latest by
GINTELL. Through the internet also all the latest promotions GINTELL can be viewed by just
browsing the website also Facebook owned by GINTELL that is at address https://www.gintell.com/
and https://www.facebook.com/gintellmalaysia/. Print media such as magazines and newspapers are
also GINTELL's choice as a medium their advertising. For example, in health magazines.

b) Sales promotion

GINTELL also often holds sales promotions as one of the promotions for encourage the sale of its
products. Sales promotion given according to one a predetermined period of time. Examples of sales
promotions made such as year-end sales promotion where GINTELL provides a discount high as well
as giving free gifts for every purchase.

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Figure 13: Example of sales promotion

c) Publicity and public relations

GINTELL also uses this strategy as one way of promoting their products. Among them GINTELL
engages in sponsorship to some contests for example such as the Collect and Win Messenger Contest

Malaysia Red Edition, (Archive, 2012). GINTELL also provides services Rest N Go station in several
public places such as a shopping complex is one of the promotions to consumers as well as building
good relationships with consumers and stakeholders. For example, the user will use it after tired of
shopping and indirectly have influencing users to have an interest in buying it themselves.

d) Overhead sales
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GINTELL also conducts face-to-face sales promotions by explaining the advantages as well as
product differences directly to consumers. GINTELL too often hold a roadshow by participating in
expos and health exhibitions for bring GINTELL products closer to the user. Through this roadshow,
GINTELL gives special prices as well as attractive offers to consumers throughout the roadshow.
Users can also try and taste the product GINTELL before deciding to buy.

4.0 SUGGESTED STEPS TO IMPROVE USE OF INTERNAL MARKETING MIXED

ELEMENTS SYARIKAT GINTELL (M) Sdn.Bhd

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There are some suggestions and steps in improving the use of elements marketing mix for GINTELL
in further improving production quality, distribution and sale of GINTELL products.

4.1 Product recommendations

There are some suggestions that GINTELL needs to make in the use of product elements in the
marketing mix. The suggestion is so that GINTELL diversifies the colours of each of its products so
that more looks attractive and users can choose their favourite colour when buy the product. In
addition, the proposal for GINTELL to reduce weight for the product by using lighter materials so that
facilitate users and distributors. An example for a massage chair is also a massage bed because the
product has a net weight of 100kg to 400kg. Following that weight, it is recommended that GINTELL
add a wheel hidden for each of these products for the convenience of the user. Proposal other so that
GINTELL makes the creation of new products specifically for children which are small in size and
whose function corresponds to their physical given that today is not the only adult facing health
problems but children also face it. In addition, GINTELL should also produce coconut massage
machines that can be carried and used at anywhere because headaches are easy to attack no matter
where we are and can replace the actual use of wind oil has a smell.

4.2 Price suggestions

As for the price proposal, GINTELL should lower the price of each product so that all users with a
moderate background can afford it have it because the price of each product is quite expensive in the

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eyes of consumers. In addition, that is, GINTELL should offer member prices to buyers with creating
a membership card to all users interested in the product GINTELL and they will get a special price.
Following the price its product is relatively high, GINTELL needs to increase the payment period

for purchases on credit in order to ease the burden of the buyer. Proposal other so that GINTELL
gives a trial price to the consumer inside a short period of time and if they are satisfied, they will
continue pay while if otherwise the consumer can return the goods and money will be returned.

4.3 Proposed Places

The suggestion for a place is for GINTELL to open more stores or its branches in rural areas to give
exposure to them about the product. Another suggestion for GINTELL to make the store move on

interior by giving them a free trial so they can taste it for themselves and evaluate the product before
making decision to buy.

4.4 Promotion proposals

Suggestions for promotion for GINTELL to make a lucky draw on each month by placing a number
on each purchase receipt and if a draw is made the winner must claim the prize at the designated
place. It is one of the promotions that will attract users. Besides, GINTELL too need to provide
promotions for all offices as well as employees with provide services for the use of products placed in
the workplace each and can be used for as low as RM1. The promotion can make workers who work
all day relax for a while at once influence them to buy. Another suggestion for GINTELL increase the
promotion of television advertising to display all its products so that it is better known by all
consumers because of advertising made by GINTELL more focused on massage chairs. And if all

products are shown on television then consumers will see the diversity the product at once will affect
them compared to radio advertising where consumers cannot see the product.

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CONCLUSION

In an organization, the use of marketing mix elements is one of the main strategies for maximizing
profits is also satisfaction users and strategies are what GINTELL uses. Among the marketing mix
elements used by GINTELL are products, prices, venues and promotions. Products manufactured by
GINTELL have features that are specific and different from other competitors. So is the quality,

design, branding and packaging of such products that have a unique attraction and popular with many
users. The price charged for each product covers costs, consumers and competitors as well as based
on several strategies namely price discount, geographical price, psychological price and price
promotion. All products produced are distributed through several channels’ distribution i.e. directly or
indirectly through branches, shops or agents appointed. In promoting its products, GINTELL has

using a mix of promotions such as advertising, sales promotion, publicity and public relations as well
as face-to-face sales to influence consumers against the product. However, there are some suggestions
that need to be taken into account by GINTELL to increase the use of marketing mix elements the. As
for the product element, it is recommended that GINTELL diversify the colors for each product,
reduce weight as well as use a wheel hidden for heavy products so that it is more attractive,
convenient users as well as users are free to choose their favorite color. Other suggestions so that
GINTELL makes new inventions for health products specifically for children are also head massage
machines because it is a necessity when users of headaches and can replace the use of wind oil. Share

price element, proposal for GINTELL to reduce price reduction against its products so that it by being
owned by all with different backgrounds. Offer member prices, increase payment period as well as
provide prices trial to user is also one of the recommendations for GINTELL to enhance those
elements. Suggestions for place elements are so that GINTELL opens more stores, branches or mobile
stores rural areas so that they are given exposure and can try the product them. As for the promotional
element, there are also some suggestions for GINTELL that is to make a lucky draw every month also
make a promotion for all employees by providing services using its products at workplace at the
cheapest rate. Besides other suggestions so GINTELL displays all its products in television
advertising so that consumers are clearer and see the product. With the following proposals will
further increase the use of mixed elements marketing in GINTELL company.

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________________. http://www.gintell.com/v1/en/main.aspx

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