BACHELOR OF BUSINESS ADMINISTRATION (HONS.

) MARKETING

STRATEGIC MARKETING (MKT 646)

NBM7A

TITLE: THE TRAVELLER’S MEAL BY AYAMAS MARKETING PLAN

PREPARED BY:

NURHANI IZZATI BT MOHD SABRI 2018839096

MALISAH BINTI OSMAN 2014508131

NUR ANNISA SUAADA BT MOHD KHAIRUL SHAH 2016724109

PREPARED FOR: DR. JAMALIAH MOHD YUSOF

 TABLE OF CONTENT

1.0 Executive Summary 3-5

1.1 Background of Ayamas
1.2 Vision
1.3 Mission
1.4 Marketing Mix
1.4.1 Product
1.4.2 Price
1.4.3 Place
1.4.4 Promotion

2.0 Introduction of The Traveller’s Meal 6-9

2.1 Heating Instruction

3.0 Marketing Plan of The Traveller’s Meal 10 - 11

3.1 Marketing Strategy
3.2 Communication Channel

4.0 SWOT Analysis of The Traveller’s Meal 12

5.0 Competitors Analysis of The Traveller’s Meal 13 - 16

5.1 Who our competitors?
5.2 Competitors Product Summary
5.3 Competitors Strength & Weakness
5.4 Competitors Strategies
5.5 Market Outlook

6.0 Financial Projection 17 - 18

7.0 Implementation Control 19

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1.0 EXECUTIVE SUMMARY

Through this marketing plan, the aim will be identifying the implementation of marketing strategies
that will discuss in details. The marketing plan suggests that the company resumes what is already
practiced by the organisation’s marketing department. As we will be introducing a new product
range to consumers, we will be implementing William and Wiersema’s Competitive Strategies,
where we will focus on operational excellence, customer intimacy and product leadership. We will
see the various strategies that can be used by the company to improve the company's product
and services including frozen food and supplies in order to provide consumers the best food and
convenience as possible to achieve their vision and mission.

1.1 Background of Ayamas

Ayamas Food Corporation Berhad (AFCB) is an organization that manufactures and sells poultry
products and operates retail businesses. It was established in April 1985 and is headquartered in
Kuala Lumpur, Malaysia. This company is known as one of the nationwide leading integrated
poultry traders. Its specialisation is in the processing and retailing of poultry products for local and
foreign markets.

This organization essentially supplies chicken meat to several well-known restaurants throughout
Malaysia, such as KFC, Pizza Hut, and Rasamas. It also offers products such as Kedai Ayamas
to its own brand chain retail stores.

Its product range includes: chilled whole chicken parts, minced chicken meat and deboned-
chicken meat products; frozen foods products; breaded freezer-to-fryer products consist nuggets,
drummets, and midwings, burger patties, chicken meatballs, chicken fingers, and popcorn bites.
It also offers fully-cooked advance processed products such as sausages, smoked wings,
cocktails, meatballs, pizza toppings, and meatloafs. Moreover, the company provides shelf stable
products, such as canned curry chicken, canned rendang chicken, chilli sauce, canned oriental
sauce chicken with mushroom, as well as tomato ketchup.

This company mainly operates in Malaysia. It satisfies a wide range of customers everywhere in
the country. Every year, more and more outlets are added to the chain, developed to promote the
selling of high-margin ready-to-eat gourmet chicken products.

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1.2 Vision

As preferred HALAL specialty chicken-based products shop.

1.3 Mission

● To continuously provide Quality Halalan Toyibban chicken-based products at affordable

prices in a convenient and modern business environment.
● To make high quality and proper meal that can be served anywhere anytime.

1.4 Marketing mix

Through marketing mix analysis, the company are able to identify the needs of the consumer and
improving their product in order to help the company develop competitive advantage in the
market. Marketing mix includes product, price, place and promotion.

1.4.1 Product

The product quality and services attribute along with the feature, style and design ability to satisfy
consumer needs hence generate customer satisfaction and value. There are many products
provided by Ayamas which is frozen food, cooked food and fresh chicken. Frozen food is the of
the most known product that provide by Ayamas and has a wide distribution and many different
variants based on chicken products such as,

● Ayamas Prem Chic Frankfurter.

● Ayamas SateMas.
● Ayamas Quick Burger.
● Ayamas Crispy Fried Chicken.
● Ayamas Crispy Nugget.

1.4.2 Price

The price for Ayamas product is dependent on the market of each individual products and based
on market analysis. This is because the product quality is good enough and a bit of skimming

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price will not cause the customer to switch brands. The strength of pricing for Ayamas comes
from its packaging and consumption-based pricing. For example, frozen food of Ayamas are
offers a lot of size and package options that can be found in many supermarkets or even retailers.

Thus, with the variety available, customer can make their own choice based on their consumption.
In other products like Ramly and Brahims due to tough competition from other companies,
Ayamas offers competitive pricing.

1.4.3 Place

Place strategy is also known as a distribution strategy where the mode of distribution for the
product is decided by the organization and it will determine where and how an organization will
place their products and services so that major market share and customers are attracted. The
other term for a strategy is distribution strategy which includes both online as well as physical
stores or any other means by which the customers can be reached by the company.

Distribution can be done via a third party or reseller who buys the product and then sells it to the
customer with a profit margin for themselves. The strategy also reduces the distribution system
pressure. Ayamas company has already implemented many distribution methods such as
resellers, online purchase and stand-alone shops as distributors. All this method to ensure that
their customers can get their product easily and conveniently.

1.4.4 Promotion

Some of the promotion strategies that can be used to promote the given market strategies are
through newsletter and personal emails and mobile messaging to their consumers. Also, the
company can use social media platforms like Facebook, Twitter and Instagram for promoting their
chosen marketing strategies besides that the company also can use personal relation promotions
strategies to promote and gain customers to buy their product.
Promotion can be done in many different ways such advertisements, sponsored and also
community services relation (CSR) to gain more attention from the consumer to the company
product.

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2.0 INTRODUCTION OF THE TRAVELLER’S MEAL

Ayamas have decided to produce instant food where backpackers and travellers can enjoy their
good meal whenever they want to. Ayamas are willing to bring new energy to the food industry
with safe, halal, good quality, self-heating, ready to eat, anytime, anywhere meals that do not
contain preservatives, packed for on-going travellers.

Nowadays, everyone loves to travel. Unfortunately, there is one problem that Muslim people is
facing today, which is to find halal food in other countries. Hence, we are willing to help the Muslim
people to travel outside the country without feeling worried to think about food that they should
eat during their vacation. Furthermore, to those backpackers and hikers that loves to go hiking in
the woods where there is no food supply to be found could also find this instant food very helpful
to them.

Ayamas identifies the lack of variety in traveller-friendly food in the market. Therefore, the
corporation wishes to introduce a new range of traveller instant foods that comes with its own
heating pack and its own environmentally-friendly disposable utensils for travellers who are on
the go. The company wishes to manufacture tasty Malaysian delicacies in the form of an all-in-
one package, and travellers can take a piece of Malaysian food anywhere they go in the world. A
variety of 20 Malaysian dishes will be introduced to the market, and all of them will be tasty,
convenient and affordable for customers. We will use competitors’ products photos as reference
as per below:

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This travelling heat-packed food or we called it "The Traveller's Meal" is a packaging meal that
can be cooked inside the package by pouring some liquid. You only need to pour 1 glass of water
and it is ready to eat instead of heating it in the microwave or oven. As simple as ABC and very
convenient to those travellers and hikers. Each meal will be in the RM12 to RM20 price range,
and will come with a set of environmentally-friendly utensils and its own self-heating pack to reheat
the food before consumption. Therefore, travellers can eat their meal happily only in one pack.

The Traveller’s Meal has various menu that would suit Malaysian taste. Since Ayamas is a chicken
supplier, so our main menu would be all about chicken. Below is some of the menu that we will
produce:
● Chicken Rice with ¼ Golden Roaster
● Chicken Rice with ¼ Pepper Roaster
● Chicken Rice with ¼ Honey Roaster
● Tomato Rice with ¼ Chicken Masak Merah
● Nasi Lemak with ¼ Chicken Rendang
● Nasi Arab Ayam Mandy

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2.1 The Traveller’s Meal Heating Instruction

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3.0 MARKETING PLAN OF THE TRAVELLER’S MEAL

3.1 Marketing Strategy

As mentioned above, we will be taking Treachy and Wiersema’s Competitive Strategies as a

marketing strategy model. Michael Treachy and Fred Wiersema, offered a new classification of
competitive marketing strategies. They suggest that companies gain leadership positions by
delivering superior value to their customers. The company will pursue any of the three strategies-
called value disciplines-for delivering superior customer value.

1. Operational excellence: the company provides superior value by leading its industry in
price and convenience
2. Customer intimacy: the company provides superior value by segmenting its markets and
tailoring its products or services to match exactly the needs of targeted markets.
3. Product leadership: The company provides superior value by offering a continuous stream
of leading-edge products or services.

As it is impossible to focus on all value disciplines at the same time, the company will choose to
focus on operational excellence.

By focusing on operational excellence, the company wishes to produce traveler-friendly food

products at a competitive price using high quality ingredients and providing the best convenience
for customers. Each meal will be in the RM12 to RM20 price range, and will come with a set of
environmental-friendly utensils and its own self-heating pack to reheat the food before
consumption. Therefore, the product matches the “operational excellence” discipline as it focuses
on price and convenience.

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3.2 Communication Channels

As the marketing strategy has been chosen, we will now focus on how to inform customers about
Ayamas’s new traveler-friendly products.

1) Advertisements
● This method can reach audiences that are geographically dispersed.
● Advertising media includes print, broadcast media, network media, electronic media and
display media.
● The company will go with print media, specifically billboards.

2) Sales Promotion
● As the products are new to the market, setting up small booths with free samples at its
distribution markets will be an effective way to attract consumers to try out a sample which
leads to purchases.
● For example, setting up a sample booth at Tesco will prompt customers about the new
products which leads to larger exposure and awareness on the new product.

3) Public Relations
● Ayamas should organize a product-launching event and invite the press and media from
newspapers, and digital news portals as they will write about the new product and release
the information to the general public.
● Hiring a celebrity as a product ambassador is also a good method to boost public relations.
Nowadays, most public figures have millions of followers on their social media accounts,
therefore, hiring them as an ambassador with a mutual contract agreement will allow the
public to know about the product instantly and boost publicity. For example, hiring Neelofa
as an ambassador for the product will be a good public relation move for the company.

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4.0 SWOT ANALYSIS OF THE TRAVELLER’S MEAL
SWOT analysis is the identification and evaluation of a firm strength, weakness, opportunities and
threats. Here is the evaluation of the The Traveller’s Meal:
STRENGTHS
● Well-known brand
● Unique recipe (produce their own
spices & sauces)
● High quality of product (high quality
branded chicken that is hygienically
processed)
● Focusing to Halal products
● Has its own factory to produce
OPPORTUNITIES
● Further expansion on the market
● Improved efficiency & better services
● Nurturing new target market such as
young generations to become loyal
customers
● Increase brand awareness
WEAKNESS
● Lack of strong marketing efforts
● Higher price
● Market size limited to the travelers
● Hard to maintain the freshness of the
food
THREATS
● Health awareness among consumers
● Stiff competition from existing brand
that produce the same product
● High energy and raw materials cost
● Loss of production
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5.0 COMPETITORS ANALYSIS OF THE TRAVELLER’S MEAL

5.1 Who are our Competitors?

Our competitors mainly comprise of companies involved in the food and beverage industry. We
have recognized and narrowed down our competitors to Brahim’s and Kembara Meals.

5.2 Competitor Product Summary

Brahim’s, Malaysia's household brand is synonymous with sauces and pastes for ready-to-eat
meals and instant cooking sauces based on the retort-pouch system. Brahim's offers authentically
Asian flavour experience without compromising the ease of preparation. The sauces come in
various menus and dishes to suit the taste preferences of its customers such as, Malaysian
Nyonya sauce, Malaysian Masak Merah sauce, Malaysian Hoi Sin sauce, Indonesian Rendang
sauce, Thai Green Curry sauce, Thai Kaffir Lime Leaf & Basil sauce, Thai Sweet & Sour sauce
and Thai Masaman Curry sauce.

Kembara is a premium brand of outdoor and backpacking food, made in Malaysia. They are a
modern food manufacturer and are keen to bring new energy to the food industry with healthy,
shelf stable, self-heating, ready to eat, anytime, anywhere meals that contain no preservatives,
packed for on the go adventures. Most importantly, the food manufactured by Kembara is halal.

5.3 Competitors’ Strengths and Weaknesses

Brahim’s

Strength
Brahim’s is a well-established company in the food and beverage industry and has thousands of
returning customers who trust in the quality of their products. The main strength that Brahim’s
holds is the resources available for the company, as it is considered as a major corporation.
Brahim’s has its own factory which means that it can produce a variety of products and also
produce in large quantities which leads to lower production costs and lower prices for customers.

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Weakness
Although Brahim’s is a household name in the food industry, it lacks innovation and creativity and
does not grow with the current trends. Although the brand offers variety at an affordable price, it
lacks the tools to make the product more convenient for customers.

Kembara

Strength
Kembara has managed to combine technology into their food products, as the food comes with a
heating pack and can be heated with any liquid. Therefore, a traveler only needs to carry a small
pack of food while exploring as the package comes with a plate, a self-heating pack and all the
food in one small package. The main strength of the brand is that they have introduced a new,
convenient and economical way for people who want to travel. The brand has managed to solve
one aspect of a traveler’s dilemma, especially for Muslim travelers who frequently faces difficulty
when traveling and looking for halal food.

Weakness
As Kembara is a relatively new company, their resources are limited. Therefore, the variety of
food provided is also limited to just four types of food items. If a traveler travels for a long period
of time, he will quickly get bored with the limited choice of food items offered by them. Another
weakness is the lack of distribution channels. As they only operate online or via solo distributors,
it might be difficult for customers who want them on the very last minute or if they live in areas
where there are no available distributors.

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5.4 Competitors’ Strategies

Brahim’s

Brahim’s is already an internationally known brand and has long established its reputation as a
supplier of readymade food for decades. They even have a wide variety of other businesses
comprising of in-flight catering, restaurant services for airports, warehousing and logistics
services, sugar refinery and other businesses. As it is a company that was incorporated before
the digital era, its current marketing strategies follows the traditional methods. As Brahim’s
distributes their products to distributors, their main marketing method is via market distributors.
Through market distribution, as the products are good, happy consumers will share about the
product to others via word of mouth. In this digital era, there are many platforms where consumers
share about the product, mainly through Facebook groups and pages. Therefore, we can
categorize the word of mouth marketing via social media and also face-to-face.

Kembara

Kembara’s main marketing strategy is via the social media platform. With over 110,000 followers
on Instagram and 12,000 followers on Facebook, they mainly advertise their products via said
social media platforms. The most obvious choice of method for marketing is via influencer
marketing, where they are able to create awareness about their products and attract more
followers. As a result of this, unintentional marketing is also done by word of mouth, whether
online or offline.

The content marketing strategy that is being put up by Kembara where they share photo content
of customers sharing photos of their travels together with their food, increases the awareness of
how convenient it is for other travelers as well. Especially for Muslim travelers where access to
halal food is limited, bringing Kembara’s products as a meal choice is convenient and efficient.

Besides that, Kembara also practices network marketing where they take part in food exhibitions
and interact with potential customers who are interested in the halal food market. One of the
events that they recently participated in was the Selangor Summit, where they are able to interact
with interested parties and spread awareness about the existence of their products.

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5.5 Market Outlook

Ayamas is currently dominating the frozen food market with its signature products such as chicken
nuggets and other chicken-base products. As Ayamas has established itself as a household name
that produces delicious food with quality and affordable pricing, the introduction of a new product
segment specifically catered to travelers or those who simply want instant meals will be something
fresh and new to the brand.

The introduction of the internet and social media has since then opened a portal of limitless
knowledge and information shared without any boundaries. Together with the introduction of low-
cost airlines such as AirAsia and Malindo and also travel agencies, the number of travelers
travelling outside to other countries is expected to increase annually. Therefore, Ayamas has a
high chance of holding a large market share due to its large resources and also massive
distribution channels.

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6.0 FINANCIAL PROJECTION

2019 (RM ‘000) 2020 (RM ‘000)

Income Statement
Net Sales 43,300 67,900
Cost of Goods Sold 24,100 24,600
Net Operating Income 19,200 43,300
Operating Expenses 3,500 3,900
Net Income 15,700 39,400

Cash Flow Statement

Beginning Balance 14,500 12,300
Cash inflow 7,000 7,600
Cash outflow (8,200) (5,400)
Ending Cash Balance 13,300 14,500

Balance Sheet
Cash 13,400 14,500
Accounts Receivable 17,600 13,800
Inventory 6,300 8,200
Prepaid Expenses 5,700 6,300
Total Current Assets 42,900 42,800
Fixed Assets 28,000 30,500
Total Assets 70,900 73,300

Accounts Payable 6,400 6,200

Short-term notes 5,700 5,500
Accrued & Other Liabilities 2,300 2,300
Total Current Liabilities 14,400 14,000
Long-Term Debt 22,100 23,700
Other long-term liabilities 1,400 1,800

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 Total long-term liabilities 23,500 25,500
Shareholders’ Equity 33,000 33,800
Total Liabilities & Equity 70,900 73,300

Monthly Sales Forecast

Break-even point is on June 2020, at the sales revenue and expenses cost of RM 4,500,000.
Company will start making profit in July 2020 onwards.

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7.0 IMPLEMENTATION CONTROL

Monthly Sales Goals and Budget

Month Sales (RM ‘000) Budget (RM ‘000)

January 1800 1800
February 2200 2000
March 2600 2200
April 3000 2400
May 3400 2600
June 3800 2800
July 4200 3000
August 4600 3200
September 5000 3400
October 5400 3600
November 5800 3800
December 6200 4000

The implementation and control of marketing plans - is a process which should ensure the
achievement of the strategic objectives adopted by the company. A special role in this process
plays a function of organizing and directing people. It involves preparing comprehensive list of
activities to be performed, people responsible for this activities and resources needed.

Controlling of marketing plans - the main objective is the current monitoring and evaluation of
the marketing activities of the company, recording and reporting of deviations to management,
which takes decisions based on this information.

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