Bachelor Of Business Administration (Hons) Finance (BA242)

Principles and practice of Marketing (MKT420)

D1BA2421A

INDIVIDUAL REPORT 3; Analysis on company’s 4P’s

Prepared by: Halisya binti Harun (2020959949)

Lecturer: Siti Sarah binti Mohamad

Date of submission: 16th April 2020

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TABLE OF CONTENTS

NO. CONTENTS PAGE NO.

1.0 Introduction 2

2.0 Product Strategies 2

3.0 Price Strategies 3

4.0 Place Strategies 3

5.0 Promotion Strategies 4

6.0 Conclusion 4

References
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1.0 INTRODUCTION

Brick and Mortar is defined as existing physical building, especially a shop rather than doing
business only on internet. Perling and PG Bakery are the example of brick and mortar that
located at Kota Bharu Kelantan. Perling Bakery was established around 1988 while PG Bakery
was established around 2015.

2.0 PRODUCT STRATEGY

Perling and PG Bakery are both sell convenience products. Perling Bakery sell breads, cake
and drinks while PG Bakery sell breads only. Product mix strategy from Perling Bakery are
more expert because they sell various type of breads, cakes, and also drink. PG Bakery sell
various type of breads only. Product line from Perling Bakery are more various where they sell
many flavour of bread, doughnut, sandwiches, cakes and drinks. To make a successful store,
they had manipulated their product to more interesting types where they made many flavours
of bread such as bread with flavour cream like strawberry, chocolate and vanilla. They also
bake various flavour and type of cakes such as coffee, red velvet, moist chocolate cake and
others. They also made decoration for birthday cake. Perling also sell many flavour and type
of drinks. PG Bakery not have many of product mix where they just only sell breads. Their
product line are more focus to make various flavour of the breads such as garlic bread, Irish
soda bread, cinnamon bread and others. For the packaging, Perling Bakery had made their
own brand’s name which is “Perling 1988” and provide consumer’s necessaries information
such as expired date, date of baking and contact for any reservation. PG Bakery just use the
old method where they only put their brand’ name and contact number.
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3.0 PRICE STRATEGY

Perling and PG Bakery both are use market-penetration pricing where they setting a low price
for their new product in order to attract a large number of buyers and a large market share.
Both of the company gain their profit from the large demand from their customer because of
the low price and suitable with the taste and quality of the product. For the product mix pricing
strategy, Perling Bakery use product bundle pricing where they combine several products and
offer the bundled at a reduced price for example make a “combo” of cake and drinks, bread
and drinks so the customer will get the drinks or cake with lower price than usual. PG Bakery
use product line pricing, so that their customer will choose their product with the best price
and come with good taste. For price adjustment strategy, Perling Bakery use discount and
allowance price where they cut the price lower for the second item which is for birthday cakes
while PG Bakery use psychological pricing where they put the price looks lower price for
customer to buy for example price for a packet of bread is RM 3.99 rather than RM 4.00 so as
usual the customer will take the lower price to buy.

4.0 PLACE STRATEGY

In alternatives of distribution, Perling Bakery use selective distribution for distribute their
product to the consumer especially for their cakes. Their company only send their cakes to
the selective bakery store because they have do the business to business distribution for their
cake to be sold to the end user. They use intermediaries which is distributor to sell their product
to customer. PG Bakery use the intensive distribution where the distribute their product
through as many outlets as possible, so that consumer can get their product whenever they
go such as at supermarket, gas stations and school’s canteen. PG Bakery use retailer as their
intermediaries to make sure their product will make customer easy to buy.
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5.0 PROMOTION STRATEGY

For the advertising, Perling Bakery use a signboard and banner to promote their business
provide their brand image, information of their company for customer’s use. They also always
update their new product and recipe in their face book, share feedback from their customer
about their product in instagram. They always open for sales promotion for their customer
especially on their customer’s birthday and festival day. PG Bakery are not improve in
advertising where they use old banner in front of their store. They make a sales promotion for
their retailer that buy in bulk of their product. For the public relation, PG Bakery always sponsor
their product to the flood’s victim and in any event that ask for sponsor.

6.0 CONCLUSION

As a conclusion, Perling and PG Bakery are the company that involve in using concept of
marketing mix (4p’s) which are place, price, place and promotion to improve their market share
and sales to be well known among people. Both company are using different strategies to
develop their company abilities to be at the same place and compete with others competitor.
In this observation, Perling Bakery has dominate in using this strategies than PG Bakery.
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REFERENCES

1. Pearsonmylabandmastering.com. 2020. Mylab & Mastering | Pearson. [online] Available at:

<https://www.pearsonmylabandmastering.com/northamerica/?cc> [Accessed 15 April 2020].

2. En.wikipedia.org. 2020. Marketing Mix. [online] Available at:

<https://en.wikipedia.org/wiki/Marketing_mix> [Accessed 15 April 2020].

3. Mix, T., 2020. Marketing Mix Definition - 4Ps & 7Ps Of The Marketing Mix. [online] The Marketing
Mix. Available at: <https://marketingmix.co.uk/> [Accessed 15 April 2020].

4. Facebook.com. 2020. Perling Bakery. [online] Available at:

<https://www.facebook.com/perlingbakery/> [Accessed 15 April 2020].

5. Facebook.com. 2020. PG Bakery - Kilang Roti Di Kota Bharu. [online] Available at:
<https://www.facebook.com/pgbakery/> [Accessed 15 April 2020].