PROGRAM : PRINCIPLE OF ECONOMIC

INTAKE :APRIL 2020

SUBJECT NAME :PRINCIPLE OF ECONOMIC

SUBJECT CODE :PRS1123

COURSE WORK TITLE :MARKETING STRATEGY OF SMALL MEDIUM

ENTERPRISE (SME) IN MALAYSIA CONSUMER MARKET, MARKET
SEGMENTS, AND BRAND POSITIONING OF RAMLY GROUP, A FOOD
PROCESSING COMPANY.

NAME OF STUDENT :NUR HURAIYAH WANI SAFWAH BINTI JAMIAN

STUDENT MATRIX NUMBER :HOM04200019

NAME OF LECTURER :MOHD SAFUAN ASMI BIN KHALID

DATE OF SUBMISSION :
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Abstract

For food industries, fast food chains business had been one of the most popular business in
the world where the leading companies are from foreign country outside Malaysia such as
McDonald’s®, BurgerKing® and Subway®. Ramly Group had been one of the most popular
local fast food chainsin Malaysia and had been operating in Malaysia since 1980 that focused
on producing Halal and cheap product with the same quality with the high-end fast food
chains product. Marketing strategy had been one of the strategy used by companies in
maximizing profit. In this paper, the marketing strategy utilized by Ramly Group were
identified in scope of (i) the consumer and business market, (ii) the market segments and
targets and (iii) the brand positioning and brand equity

Table of Contents Page

1. Introduction………………………………………………………………………. 3

2. Objective of the study……………………………………………………………. 5

3. Problem Statement……………………………………………………………….. 8

4. Academic perspective……………………………………………………………. 10
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5. Practical perspective……………………………………………………………... 12

6. Advantages and Disadvantages………………………………………………….. 14

7. Recommendation and Conclusion……………………………………………...... 16

1. Introduction

Ramly group is a local Bumiputra owned small and medium enterprise that was founded in
1984 by Dato’ Haji Ramly Bin Mokni and wife, Datin Hjh ShalaSiah Abdul Manap. The
main aim of the Ramly Burger is to produce Halal, hygienic and high quality product. The
firm is under the name Ramly Food Processing Sdn. Bhd. and there are 10 subsidiaries
operating under Ramly Group. The Ramly Group’s brick and mortar store are Ramly halal
mart under Ramly Halal Mart Sdn. Bhd. subsidiaries, kiosk under Ramly Halal Kiosk Sdn.
Bhd. and burger stall under Ramly Food Processing Sdn. Bhd. The most popular product sold
by the group is the burger that is sold in small burger stall that approximately consisted of
25,000 stalls around Malaysia. Their focus is on fast food products sold in the store or the
stall and is the main focus for this article. This article only focused on Ramly Group’s
business in Malaysia. For a firm that have multiple subsidiaries and have franchise all over
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Malaysia, it is important for them to have a strategy to ensure smooth and highly profitable
business. This article will discuss the strategy used by the organization that can be seen from
how they manage their location in Malaysia. All of the subsidiaries of Ramly Group have
their significant role in the business. In competing in the market with many big players has
already is in the market, Ramly Group’s goods and service must have a competitive
advantage. There are three part in this article that are the scope of this article. The first part
will discuss on the consumer and business market. The second part is in identifying the
market segments and targets. The final part is on how the firm craft their brand positioning
and creating brand equity

2. Objective of the study

PART 1:ANALYZING CONSUMER MARKETS AND BUSINESS MARKETS

1.1 Consumer Market in Consumer Behaviour Point of View

Consumer behaviour is the study on how consumer select and buy products that can fulfil
their needs and wants. Consumer behaviour is affected by three factors that are cultural,
social and personal (Kotler & Keller, 2016). Companies must tackle all of these factors to
increase the number of buyers from the desired consumer segment. There are many definition
of culture that had been established by many scholars. From an article by (Spencer-Oatey,
2012), culture can be defined as a set of values, beliefs, orientation and procedures of a group
of people where each member will influence each other from the behaviour showed. It means
that the behaviour of one of a group member can influence the behaviour and interpretations
towards others members‟ behaviour.
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Different culture in a region or a country will influence the consumer behaviour. Yakup & Jablonski,
(2012) stated that culture can be further divided into culture, subculture and social class where a
company can specifically target the aspects in culture to make specific aim and will have an accurate
assumption for making the strategy in marketing. Social factors that can influence consumer
behaviour includes reference group, family members, relatives and social status. A research done by
Sethi & Chawla, (2014) found that the social influence will varies between different area that are
urban, rural and semi urban area. Personal factors that will influence consumer behaviour are age,
occupation, economic level, lifetyle and personality (Pareira et. al, 2010). Different industries will
have to aim different factors in consumer behaviour because only a certain factors is considered
important for the companies in a specific industries. Ramly group strategy in tackling consumer
behaviour from cultural factors in Malaysia is the main strategy of the group that is producing Halal
product that target the majority religion in Malaysia that is Muslim. About 61.3% Malaysia‟s
population is Muslim stated in Department of Statistic Malaysia (Portal Rasmi Jabatan Perangkaan
Malaysia, 2011) Ramly group from the start of the business mainly aimed at producing Halal product
with the same quality with other fast food chain product. With differrent fast food franchise coming
into Malaysia, the consumer that have doubt on the „Halal‟ certification from the franchise can eat
products sold by Ramly group company produced by their subsidiary, Ramly Food Processing Sdn.
Bhd. The processing of the product follow a meticulous procedure to ensure the best Halal meat
based product in Malaysia is produced. Social class in Malaysia is also one of the important factors of
consumer behaviour that Ramly Group emphasised on. They aimed at producing a fast food that is
more affordable by the M40 and B40 class in Malaysia. M40 and B40 is income group with RM
6275.00 and RM 3000.00 household income respectively (Takrif Isi Rumah Mengikut Pendapatan,
2019). With big fast food chain in Malaysia such as McDonald® and BurgerKing® and newly emerging
foreign fast food chain such as Wayback Burgers® and FuelShack®, Ramly group burger competitive
advantage is offering low price burger sold in their small burger‟s stall that is more affordable to the
lower income families but with the same or nearly same quality. Ramly‟s burger is a burger that
have tackle the social factor in Malaysia as the product is well known by all citizen in Malaysia and
even outside Malaysia. Ramly burger succeed to dominate the social media because there are many
review on their products without they even have to pay for the free advertising. For personal factors
affecting the consumer behaviour in Malaysia, the convenience to buy the Ramly‟s product either
from their burger stall, Halal kiosk, Halal Mart and supermarket greatly benefits the citizen with
different occupation. Workers that work until night will easily obtain the burger product from the
burger stall that can easily be located everywhere in Malaysia. Forbes (2019) stated that
convenience is meant by obtaining the product within reasonable walk or drive. Ramly‟s burger stall
have high advantage in making sure the convenience to obtain their product is high by having many
burger stall. Their product either their burger or other meat based product can be consumed by all
age and it is loved by the kids. The easy service with no complicated method also attract customer to
choose their product. Others big player in fast food chain business have the advantage for
advertising and sale promotions will affect the consumer behaviour that is the rational of people to
buy their product although the price is higher although quality are not much different than the local
fast food product (Asamoah & Chovancova, 2011). Convenient location, good service and good price
for Ramly‟s burger stall correlate with a research done by Ashraf (2014) where these are the
important factors in fast food marketing in Bangladesh.

1.2 Business Marketand the Buying Centre Business market is the sell of services and goods to
customer that use that goods and products for their own production (Lilien, 1987). Business market
although similar with consumer market, need to be handled differently. Ramly group had been
supplying to local distributor around Malaysia. The distributor is the one that will be supplying to the
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retailers such as Ramly‟s Burger stall. Buying centre is the one that is involved in the purchase
decision and they are the Initiator, users, influencers, deciders, approvers, buyers and
gatekeepers(Chand, 2015). If not all, Ramly Group method will influence the decision making by
attracting the component of the buying centre. In attracting the buyers, by producing a simple and
convenience way to buy their product, it will attract the buyers. Ramly group even form a
subsidiaries to manage the business to business activity that is the main distributor, Ramly Food
Marketing Sdn. Bhd. Ramly group even have an online procurement system where the buyer that
want to buy in small quantity can purchase their product by going into the website,
www.ramly.com.my. Other than that, Ramly Group‟s effort in attracting the initiators and
influencers is by ensuring their product will always have the buyer by making adevertisement and
tagline such as “Pastikan Ramly, Baru Beli” that translated to “Make Sure it is Ramly, Then Buy”. This
tagline will make end user or the burger stall business owner to be more aware in choosing the
product in ensuring the product they chosen is Ramly‟s branded product. Besides, good price and
quality will attract the deciders and approvers that will make the final decision to buy Ramly‟s
product. Finally, the one that can be considered to be the most vital buying centre component is the
gatekeeper. Ramly Group is a family business that aims to give business opportunity to people in
Malaysia will have good public relation and it will be easy for them to get pass the gatekeeper and
proceed with negotiation with the other buying centre component.

PART 2 : IDENTIFYING MARKET SEGMENTS AND TARGETS

In order to make maximum sales with high profit, it is important for Ramly Group have a
target market segment which consist of 4 types that are geographic, demographic,
psychographic and behavioural segmentation. Two important segmentation that are important
for the fast food chain and frozen product sold by Ramly group are geographic and
demographic segmentation.
2.1 Geographic Segmentation The important and common geographic variables for
geographic segmentation are (i) regions which are rural, suburban and urban areas and (ii)
climate(Kokemuller, 2019). Ramly Group chosen to make their business in all rural,
suburban and urban places because they had done their research and both the places showed
the opportunities for them. Climate as a geographic factors are not very important to them
because Malaysia have almost the same climate throughout the year and although there will
be raining season, is will not much affect their business. Ramly group‟s brick and mortar
store are the burger stall, Halal Mart, Ramly Kiosk and Ramly Café. For their burger stall, the
location is usually chosen by the business owner that chosen their place of interest. Target for
the burger stall is usually in Suburban and rural area where the stalls are located flat residence
area and apartment. The stalls are also located at the shops and restaurant located at the rural
and suburban areas. For Ramly Halal Mart, majority of the mart are located in Kuala Lumpur
and Selangor that are two of the most developed states in Malaysia and can be classified as
urban areas. These two states consisted of high population density and high infrastructure.
The market of the Halal Mart will be great in these places. Their Halal Café and Halal Kiosk
is only located in Kuala Lumpur where the café and Kiosk concept is well known by the
people living in urban area.
2.2 Demographic Segmentation
Demographic segmentation are the segments based on age, life-cycle, gender, income and
generation. For Ramly Group business, the demographic segment based on age, life-cycle
and gender is not vital therefore there are no products that target these segments. One of the
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important segments for Ramly Group is income. All the products made by Ramly Group have
a low selling price and it will be favoured by the lower income citizen in Malaysia for
example the B40 and M40. For the business market, Ramly Group have developed a strategic
partner group that target the lower income segment to develop their business with the help by
Ramly Group consultancy and capital investment. Another important demographic
segmentation is that which is based on generation. By generation it means are the religion.
Because Ramly Group‟s product major in beef based product, it will be sensitive for the
Hindu residents and Ramly Group must make sure to avoid the area where there are many
Hindu resident. Ramly Group will have higher rate of success if they sale in the segment with
higher number of Muslim resident because Halal and high quality product sold by them will
surely more attracting for the Muslim’s.
2.3 Multi-Segment Marketing by Ramly Group
Targetting a specific segment is important for a firm to develop the most suitable strategy to
maximize their profit (Thomas, 2017). Ramly Group method of multi-segment marketing is
very suitable to be used Malaysia because of multiracial and multi-religious society in
Malaysia. By targeting multiple segments, the firm can make the best decision that wll highly
benefit them.

3. Problem Statement
CRAFTING THE BRAND POSITIONING AND CREATING BRAND EQUITY
3.1 Brand Positioning
Brand positioning is the place in the consumer mind that the business want to put that are the
what the profit that the consumer can get when they are thinking of the product (Brand
Positioning Strategy, 2019). The product made must satisfy the needs of the consumer and at
the same time unique. Three important foundation for crafting brand positioning are first to
know the frame of reference, second is to identify the point of parity (POPs) and point of
difference (PODs) and the third is the brand mantras (Kotler & Keller, 2016).
3.1.1 Frame of Reference
Frame of reference in other word is the competition that are the brands that have similarities
(Keller et al., 2002). For Ramly Group to compete in the world of fast pacing innovation and
open door policies of Malaysia, they must first know the competition they are facing. From
Ramly Group‟s fast food chain point of view, their major competition is the foreign fast food
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chain such as McDonald‟s® and BurgerKing®. Ramly Group know that they must compete
with these big player in fast food chain that sold the product with the same category
membership with them. They must analyze all the competitive advantage and the weakness
and turning it into their advantage and to avoid competing in the area where they have the
most competitive advantage. Example of analysis is SWOT analysis that popularly
recognized as a tool to identify the strength, weakness, opportunity and threat. Example of
strength of those fast food chain big player is the advertisement and highend style of stores. If
Ramly Group try to compete in that area, it will be costly and Ramly‟s business will be at
stake because of loss. Ramly Group hence compete in pricing and convenience to get their
product that are the competitive advantage for Ramly Group and if the big player try to
compete with Ramly Group in that area, their business will be the one at stake.
3.1.2 POPs and PODs
Points of Parity (POPs) and Points of Difference (PODs) are developed from the analysis
from the frame of reference (Keller et al., 2002). Point of parity is the attribute shared with
others. It is important for the company to know the point of parity because consumer is more
attracted to the product that they can recognized easily and more familiar with them. The
Point of parity can be the one that the customer set in mind if the they one to make a decision.
For example, Ramly‟s burger can be categorized together with other fast food chain that sold
burger as their main product. For a small medium enterprise like Ramly Group, it is
important for them to search the POPs with the big player to tackle the mind of the consumer
for competition purpose. However, customer loyalty to the brand that affected by service
quality and satisfaction is the one with low parity (Iyer & Muncy, 2005). The one that will
improve the customer loyalty is the PODs.
PODs of Ramly‟s product is the price, convenience, halal and local public relation.
Firstly, the price of Ramly‟s product for example the fast food sold in the burger stall is far
cheaper than the burger sold by the big player‟s burger and it is difficult for the big players‟
fast food chain to compete with the price offered by Ramly‟s burger. Next, convenience to
obtain the product made by Ramly group either frozen or fast food is one of the competitive
advantage owned by them and can become the point of difference with others. Other than
that, easy payment method and ease of choosing from list of product especially from Ramly’s
burger stall will make it easier for the elders to buy their product. Although the big players
have a sophisticated and modern system of purchasing, it is not convenient for the elders and
they usually will have problem when try to purchase the products. Traditional payment
method with simpler and straight to the point list of menu can highly influence the elders to
purchase their item. Furthermore, one of the most specialty of Ramly’s frozen and fast food
product is the confidence of the consumer to the Halal status awarded to the company. The
company’s top management consisted of Muslim that subsequently increase the trust of the
consumer to the Halal product produced by Ramly Group. Last but not least, another PODs is
the local public relation. All the big foreign fast food chains companies have advantage in
advertising and making big event to value their customer as part of the strategy to attract
more customer. However, Ramly Group have the advantage as the local producer in the
country and the consumer will look at the company as an organization that is like their family
that eventually make Ramly Group to gain goodwill from all over the country. A business
that is situated in a community have the chance to gain great goodwill from local residents
and can trigger the customer sense of nationalism (Rarick, 2004).
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4. Academic perspective

KUALA LUMPUR, Jan 20 — Ramly Food Industries Sdn Bhd, which recorded revenue of
RM1 billion in 2019, is targeting a 20 per cent growth for this year.

Managing director Datuk Dr Ramly Mokni said this would be driven by an expansion in
production capacity with the expected completion of a new processing factory in Pulau Indah,
Klang, by June.

The fully automated plant, focusing on products such as burgers, frankfurters, nuggets and
meat balls, would be the largest in Southeast Asia and be able to process five tonnes of raw
materials per hour for each product during the first phase compared to only a tonne per hour
now, he said.

For starters, Ramly Group will invest more than RM500 million to set up a four-line
production capacity. It will raise the total investment to up to RM1 billion within three years
to install two more production lines.
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“In the first phase, production will cater just to the domestic market due to the high local
demand. The present factory has already reached maximum capacity,” Ramly told reporters
after a ceremony here today to recognise Ramly Food as the first recipient of the Industry
Digitalisation Transformation Fund (IDTF).

The event, held by IDTF manager Bank Pembangunan Malaysia Bhd, was witnessed by
Economic Affairs Minister Datuk Seri Mohamed Azmin Ali. Bank Pembangunan chairman
Datuk Zaiton Mohd Hassan and Ramly Food Industries executive director Datin Shala Siah
Abdul Manap were also present.

Besides adding the new factory on 2.27 hectares in Klang, Ramly said, the group had set its
sights on gradually expanding the Ramly Halal Mart and Ramly Halal Kiosk network to 450
outlets nationwide.

Currently, there are 16 Ramly Halal Mart and 12 Ramly Halal Kiosk outlets.

Ramly Group exports its products to various Asian countries, including Thailand, Singapore,
Bangladesh and Indonesia.

Ramly said the group planned to venture into more markets, including Japan, with the
assistance of agencies such as the Malaysia External Trade Development Corporation. —
Bernama

5. Practical perspective

Ramly burgers are one of my favourite go-to’s for supper whenever I’m craving something
greasy and moist. 
Their burgers are an all-time Malaysian favourite and their patties have been enjoyed by
many generations. 

It’s hard to imagine Malaysia without Ramly today, but back then, even the government
couldn’t predict how far this business could go.

Last year, Ramly’s annual sales hit RM1 billion and they’re targeting a 20% growth this
year.
The Ramly Group will also invest more than RM500 million to expand their production
capacity as they aim to produce 6 million burger patties a day.
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This is 6x more than what they’re currently producing a day, and 60x more than when they
first started, which was 100,000 burger patties a day.

Ramly bin Mokni, the founder and managing director of the Ramly Group, has come a long
way from where he started.

“The idea came from when I was working in a supermarket. It came from a customer who
asked if one of the burger patties they sold at the supermarket was made by a bumiputera.”

“Back then, the demand for food made by bumiputera was very low,” he shared in an Astro
Awani interview.
It was also a time where there was dispute around not knowing if burger meats were halal or
haram.

Hence, Ramly saw it as an opportunity to start a business to create halal burger meat at the
time with his wife.

He applied for a loan of RM7,000 from Majlis Amanah Rakyat (MARA) but was rejected.

“I think at the time Malays were not interested in burgers yet,” he suspected.

When his loan got rejected, he decided to start his business with just a capital of RM2,000
and produced 200 burger patties a day.

Because he didn’t have many funds, he created these patties manually, using his hands and
knives at home.

His patties weren’t received too well in the beginning; Malaysians then apparently just
weren’t into burgers. 

However, Ramly wasn’t discouraged. He later opened his own burger stall near Chow Kit
and started selling cooked and uncooked patties. He also tweaked the flavour of his patties to
the liking of the local palate.

The demand for their patties then grew and they started producing 3,000 meats per day, 15x
more of what they originally produced a day.

Ramly had set up a company 2 years after he started making patties in his home.

In 1984, he managed to open a factory in Bandar Tun Razak that was about 100,000 sqft.

In 5 years’ time, Ramly found that he reached the maximum production capacity of that
factory, but the demand was still growing.

He knew he needed to match those demands, so they expanded to a bigger factory in Batu
Caves that was about 3 acres.
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With that bigger factory, they went from producing 100,000 patties a day to 1 million patties
a day.

They also started introducing nuggets, sausages, meatballs, minced meat, and more, along
with their patties.

That Batu Caves factory expansion wasn’t the end of their growth though.

In 2018, they built an even bigger factory in Pulau Indah, Selangor that’s 5.6 acres

His expansion in Pulau Indah was thanks to the loan he got from Agro Bank and Bank
Pembangunan Malaysia, whom he signed an agreement with for a syndicated financing
worth up to RM275 million.
“I borrow from Agro Bank because the agriculture and farming industries are a profitable
business. This is an industry that can make someone a millionaire,” he shared in the Astro
Awani interview.
“People back then used to say that it isn’t good to become a farmer when they don’t realise
that it is actually a business that can give you an easy life.”

The empire of Ramly has already opened up opportunities for almost 30,000 micro-
entrepreneurs, but they’re aiming to reach 100,000 of them.
“If a business can sell about 100-200 burgers a night, it means they can earn a net profit of
RM200 a night. Imagine if they can sell 1,000 of them.” 

“And if they go up to 3,000 a night? If their net profit is RM1 per burger, it will be RM3,000
per night. They can actually achieve almost RM10,000 a month,” he calculated in
an interview with Berita TV9.
From the way he put it, it seems like starting a Ramly burger stall sounds pretty lucrative.

But then again, it’s important to take into consideration the initial startup cost, which is
estimated to be around RM5,000 to RM6,000 by CompareHero MY.
1 Ramly chicken pack has 6 slices in it and costs RM7.50, so if you were to aim for the 200
mark, you’d have to buy around 33 packs which will cost you RM250.

Say if you were to operate 6 days a week, you’d have to operate for 24 days a month so
buying the patties alone would be RM6,000 a month, but the wholesale price is most likely
cheaper than that.  

Furthermore, the location, marketing and customer retention are important variables of how
successful your Ramly burger stall can be. 

Realistically speaking, it’s actually better to sell your burgers at least at RM5 if you want to
cover these costs and have a lucrative business.

How Far The Ramly Group Will Go

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With their current production of 1 million patties a day, 70% goes to the local market
whereas 30% is exported. 
Their products have been exported to Thailand, Singapore, Bangladesh, Vietnam and
Indonesia.

There are already 16 Ramly Halal Marts and 12 Ramly Halal Kiosks in the country, but
Ramly wants to expand to 450 branches in the next few years. 

With how promising their growth and expansion has been throughout the years, I wouldn’t be
surprised if they managed to hit that prediction.

Ramly is an iconic and accessible Malaysian food whose popularity would most likely not die
down anytime soon, not even with competition from gourmet burger stalls.

6. Advantages and Disadvantages

ADVANTAGES
Strong Products
Ramly Burger Company has almost 20
types of burger patty items, seafood
sausages, which are fish balls. Customers
purchase good quality goods at a fair price.
More people are not going to hesitate about
hygiene because Ramly The Burger
Company is renowned for its concern about
the hygiene and Halal of its products.
DISADVANTAGES
Advertising Strategy
Ramly Burger company did not emphasize
their marketing with usually using posters
and people as their marketing field. They
are rarely used online to market their
products as an example using
advertisements in media social and
television. Marketing is an important role to
increase their popularity so more people will
be noticing the existing about their product.
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Strong Company These days people only know Ramly Burger

Ramly Burger been more than 30 years in
the corporate empire. The name of their
product is now popular and well known to
the local people of Malaysia. Marketing
intermediaries are organizations that enable
other companies to enhance, sell and deliver
products to final purchasers. A distribution
channel may be of a direct or indirect form.
Obviously, by using indirect distribution
networks, Ramly Burger, on the other hand,
used agent services to transfer goods to end-
users.
Role of intermediaries
This is Dato Dr. Hj. Ramly should have
been a role model. He has a great deal of
experience and expertise that he has shown
can empower and encourage young
entrepreneurs to improve their skill in their
companies to become advanced and
successful entrepreneurs. Dato Dr. Hj.
Ramly Mokni was able to expand his
business from a small business to a
company that could manufacture 30 pounds
of meat a day and reach annual sales of up
to RM42 million. The growth of the
companies also enabled the indigenous
people to become burger dealers with more
than 25,000 chain stores selling burgers
under the 'Ramly Burger' brand in all
countries with salaries exceeding RM30,000
per month.
from the patty yet there are more range of
Ramly’s products other than their patties.
Not Providing Many Range of Flavours.
Ramly Burger Company indeed giving
many choices in their product yet they not
giving a variety of choices of flavors. They
focus on the main ingredients of their
products example Beef, Chicken, and
Seafood only. The company is supposed to
widen the range of flavors by putting more
unique or new flavors and spice. Example of
the flavors that represent Malaysia’s local
Curry flavor Chicken Fried or Honey Spicy
Sausage Flavour.
Unhealthy Food production
One of the drawbacks of Ramly's Business
is that most of its products are high-fat and
non-healthy. Many of their menus are based
on the deep-fried way of cooking, often rich
in fats and oils. This could cause diabetes if
people eat too much fat and fast food. In
addition, it's unhealthful to eat it every day.

7. Recommendation and Conclusion

Companies must be able to identify their strength and weakness to channel the right strategy
that can be used as the competitive advantage in their respective industries. Ramly Group is a
very experienced company in Malaysia and had been using very effective marketing and
business strategy in doing their business. The competitive advantage of this firm is very
unique to be compared with the big fast food chains company and it is important for them to
continue this momentum to remain relevant in fast food industries despite the heavy
competition coming from foreign country. However, it is recommended for them to utilize
other scope in marketing strategy with deeper understanding to fully realize their potential.
For example, in understanding the consumer behaviour, they can try to understand the four
key psychological process that are motivation, perception, learning and memory where they
can dig deeper into what customer wants. Besides, they can develop a good brand mantra
besides their tagline where consumer can have more confidence on their product. This way,
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Ramly Group will be a company that will be leader in fast food marketing and all the
consumer in Malaysia will fully understand what the company is about.

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Appendices
OM BURGER

Parked in front of a 7-11 convenience store - a tradition of most Ramly Burger stalls – OM
Burger has operated for more than thirty years with a loyal following that includes local
artistes. Their signature style of Ramly burger is 'Burger Sampah', which translates to
'Rubbish Burger'.
Far from being thrash, the moniker is used as a cheeky gesture to describe the incredible
 17

sloppiness of their finished burger, which simply drips with pools of melted margerine, chilli
sauce, ketchup and mayonnaise. Located at Jalan Ayer Kerja Lama in Ukay Heights, OM
Burger opens from 9pm till 4am daily.

DAILY BURGER

Daily Burger is a Ramly Burger stall that is famous in Gombak, offering the standard Ramly
beef and chicken patties along with exotic choices such as rabbit, deer and lamb. Located
along Jalan SG1/11 in Taman Sri Gombak, Daily Burger's stall is parked right in front of a 7-
11 and opens from 3pm till 2am daily.