UNIVERSITI TEKNOLOGI MARA (UITM) CAWANGAN MELAKA KAMPUS ALOR GAJAH

SEMESTER 4 SESSION 2023

MAC - OGOS 2023

IMU253

ISLAMIC CONSUMER BEHAVIOR

GROUP ASSIGNMENT

PREPARED BY:

ALYA ZAHIRAH BINTI AZIZUL (2021838144)

AINA AMIRA BINTI MOHD SALIHIN (2021880468)

NUR HIDAYAH BINTI MUHAMMAD (2021493732)

AZWAR IZHAN BIN MUHADZIR (2021688296)

ALIFF NADZMI BIN MUHAMMAD AZMI (2021884724)

CHECKED BY:

DR AHMAD ROSLI BIN MOHD NOR

EVALUATION MARKS:

CONTENT FULL MARKS GIVEN MARKS

 TABLE CONTENT

NO. CONTENT PAGE

1.0 INTRODUCTION

2.0 TARGET MARKET

3.0 INTERNAL AND EXTERNAL FACTOR

4.0 MARKETING STRATEGIES

5.0 THE IMPROVEMENT

6.0 CONCLUSION
2.0 OVERVIEW OF THE COMPANY
2.1 History and Background

Ramly Food Processing Sdn Bhd was created in 1984 by Dato' Dr. Haji Ramly Mokni
and his wife Datin Hajjah Shala Siah Abdul Manap (Ramly,2021). Previously, the company
was known as Perusahaan Burger Ramly Mokni Sdn Bhd. The company's history began in
1979, when Dato' Dr. Haji Ramly began the business by selling burgers at street food stalls
with his wife (Smartdory, 2020).

Ramly Food Processing Sdn Bhd now owns the processing plant, which is located in
SME Industrial Park, Mukim Batu in Kuala Lumpur, and has 10 subsidiary companies
operating in the group, including Ramly Food Industries, processing, marketing, services,
and logistics. They use the concept of 'Halalan Toyyiban,' which means the food is clean and
safe, and they also adhere to Syariah law. Their frozen food was also produced in a clean
and careful manner in order to comply with Shariah and be certified by Jabatan Kemajuan
Islam Malaysia (JAKIM).

Furthermore, in 2015, the company expanded their business significantly by

establishing a new RM 274 million factory that was fully equipped with automated machines
and was located at Taman Perindustrian Halal Hub on Pulau Indah, Klang (The Star, 2015).
The goal is to boost the quantity while sustaining the product's quality. As a result, they have
successfully produced more products and have been able to expand their business by
exporting their products to Southeast Asian countries such as Singapore, Thailand,
Myanmar, Indonesia, and others.

Finally, in conjunction with the ongoing World Halal Conference in 2016, the
company was awarded the 'Halal Excellence Award' (Salama, 2016). They were also
recognised by Development Bank, receiving the Best Project Award in 1982, the Client
Development Award in 1984, and the Jaya Entrepreneur Award in 1992.
2.2 Products offered by the company.

1. Burger patties

The Ramly’s burger patties was consist of chicken burger and beef burger in
the early part of their business. As they continue to grow, they make a lot of variety
for the burger patties such as beef burger grill, chicken burger grill, chicken burger
classic oblong, beef burger classic oblong and also lamb burger classic oblong.

2. Nuggets

Ramly also expanded into nuggets sales which has variety of product to
attract the consumer which are chicken nuggets, tempura coated chicken nugget,
fish nugget and beef nugget.

3. Frankfurter and cocktail

The company offered various of frankfurter and cocktail such as chicken

frankfurter, beef frankfurter, jumbo chicken frankfurter, and jumbo beef frankfurter. In
addition, they offered the frankfurter in 1 kg pack for multiple occasions with family or
friends. The cocktail also comes in chicken and beef cocktail and 1 kg pack.

4. Poultry and cattle products

These products are offered to people who like fried chicken or minced meat.
They offered coated fried chicken, red chicken, smoked chicken and coated chicken
drummets. Also, they produce the minced chicken and beef in 400g and 800 g packs.
There are also chicken loaf, beef loaf, chicken ball and beef ball.
3.0 TARGET MARKET

Each company has the same goal of maximizing sales and achieving high profits. There are
4 types of target market segments namely geography, demographics, psychography and
behavior. Thus, Ramly Group has its own target market for success in business. Company
Ramly Burger deals with only two factors in the sale of frozen products in terms of
geographical and demographic segmentation.

In the beginning, in terms of geographical segmentation. Geographic segmentation is

a geographical variable in which sales markets include regions, rural, suburban, urban and
climate. As such, the Ramly Group prefers to market its products in all three places in the
city, suburbs, and rural areas. This is said to be because they have conducted their
extensive research in all three places with high opportunities to increase their sales. The
climate, as we know the climate in Malaysia, is the same throughout the year according to
the study. Therefore, climate factors do not affect their business. Burger currently stands,
Halal Mart, Ramly Kiosk and Ramly Café are the brick-and-mortar businesses owned by
Ramly Group. The site of their burger stall is often decided by the business owner who
selected their point of interest. The typical target market for burger stalls is in rural and
suburban areas, where the stands are situated in flat residential areas and apartments.

Moreover, there are stalls in stores and restaurants in suburban and rural locations.
Most Ramly Halal Mart's stores can be found in Kuala Lumpur and Selangor, two of
Malaysia's most developed states and urban areas. These two states had substantial
infrastructure and large population densities. In these locations, the Halal Mart market will
keep growing. They only have a Halal Café and Halal Kiosk in Kuala Lumpur, where
residents in urban areas are familiar with the café and kiosk idea.

Furthermore, in terms of demographic segmentation. Demographic segmentation

means that the distribution of customers into several complexities based on information that
comprises several factors such as age, income, gender, education level, single or married,
race, department, religion and more. Not all demographic factors are included in the
business market because they are not related for example, age, income, gender, and
education level. Ramly Group chose the income factor to increase the sales of its products.
This is because they put their product prices at affordable prices. With this low-income
people like the B40 and M40 can buy their products. It is one of the straterms to increase
product sales and attract more customers.
 In addition, Ramly Group also expanded its group of company cones. This provides
opportunities for low-income business owners to join the partner. Indirectly, this Ramly
company is expanding. Ramly Group also provides legal assistance and capital assistance
to those interested in joining. Another important demographic segmentation is in terms of
generations. That generation means religion. As we know the main product released by
Ramly Group is beef-based. We also know that Hindus are sensitive and do not eat beef.
Thus, the Ramly Group took the initiative by avoiding selling their products in areas with
large populations of Hindu society in honor of their religion. Therefore, they sell the vision of
many Muslims. Further increasing interest as an Islamic customer is the product of a
Muslim-made which is a halal product. In short, they can attract more Muslim customers to
buy their products as well as maximizing sales and making high profits.

4.0 MARKETING STRATEGIES

Marketing strategies is a some strategies that are planned by company to achieve

their goals by understanding the needs of customers. In every company has their own
strategy to achieve their goals. In Ramly Group, the strategy is followed by Sharia laws
product, which is in Shariah law they very concerned about Halal and toyyibah frozen food.
The product will also be halal certified because Ramly has made that a goal for the
business. However, some adaptation need to be done to suit the taste buds of the locals.
Other than that, marketing also encompasses more than just advertising and product
promotion. Communicate with the customer also involved. Every action must need
communication to go ahead and attract the attention of customers. In this part, Ramly Group
understand customer needs, analyze which food they like and so on which is in the same
meaning is target customers. Like in Malaysia, Ramly product has been growing and
expanding for a long time ago. In Ramly Group also not only sell burger, they also sell the
mix product which is they have French fries, nugget and many more that can attract more
customers.

Then, the other strategy of Ramly company is about their price itself. In marketing
itself have 7 P’s that are very important in doing a business. Which is product, price,
promotion, people, place, packaging and process. The price also includes in this traditional 7
p’s marketing. This can help the company to determine how much customers are willing to
pay for their product, it is worth it for buy or not. In Ramly’s product, the market prices of
each pack of Ramly chicken burger for the size of 300 gram, 360 gram and 420 gram are
RM5.90, RM6.80 and RM7.30. While for each pack of Ramly beef burger for the size of 300
gram, 360 gram and 420 gram are RM6.40, RM7.20 and RM7.70. In the price, it can
compare that beef burger is more expensive than chicken burger. In this case, it is the
amount of money that Ramly’s customers need to pay in order to purchase the burger. The
pricing strategy that will be used is cost-based pricing. Cost-based pricing utilizes the
information from of the product cost and add up the preferable margin to set the price
(Guerreiro & Amaral, 2018). One of the strategies that is carried out by Ramly Food
Processing Sdn Bhd is customers who receive the membership card for free are eligible for
discounts on Ramly products. Additionally, customers will receive discounts at specified
locations and times.

After that, the other strategy in Ramly Food Processing Sdn Bhd is promotion.
Promotion is a form of communication used to inform and introduce a product that is being
produced to customers. Methods of advertising are such as advertising, sales promotion,
publicity and private selling. The first promotion that Ramly Group has use is advertising.
This advertising is used to inform customers about new products that have been released by
the company. Advertising is also an activity that inform the benefits of the product and
persuade target customers to buy it and a form of promotion paid by the firm which is in the
form of non-personal communication. For example, Ramly Group uses print media and
electronic media. They used posters, billboards, advertisements at bus stop and many more.
Other than that, they also used social media which is Facebook, Instagram and Official
Website. Then, they have sales promotion which is in every branch place have their own
sales as a next strategy to attract customers. By using this way, the customers can get a
cheap and affordable price than others.

Next, the packaging is one of the strategies that they used for their company. For
example, they have their own logo on every packging of burger. It can be one of the
attractions for customers and can be more popular day by day. Furthermore, identify the
surrounding area of the population. Which is the Ramly company knowing about something
that interests people in their area. Either they like to eat fast food and frozen food or not
before they launch their product. For example, some mall have Ramly Company at food
court because there are many people always go to shopping mall like Giant. By employing
all of these strategies, Ramly's products will be known to all customers easily. The position
of the Ramly company, which has grown to be a well-known brand today, will be
strengthened by this promotional approach.