PROJECT TITLE: (BRAND NAME OF YOUR PRODUCT / SERVICE)

MARKETING PLAN
UDC1001: PRINCIPLES OF MARKETING
UDC23 (SECTION 1 / 2 / 3 / 4 / 5 / 6)
SEMESTER 3 SESSION 2023/2024
NO. NAME MATRIC NO.
GROUP LEADER:
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LECTURER’S NAME: MDM. KHAIRUNNISA BINTI BUJANG

DATE OF SUBMISSION: 17TH MAY 2024
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
TABLE OF CONTENT

TITLE PAGE

ACKNOWLEDGEMENT

EXECUTIVE SUMMARY

TABLE OF CONTENT

1.0 CURRENT MARKETING SITUATION

1.1 MARKET DESCRIPTION

1.2 COMPETITION ANALYSIS

2.0 SWOT ANALYSIS

3.0 OBJECTIVES AND ISSUES

4.0 MARKETING STRATEGY

4.1 MARKET SEGMENTATION

4.2 MARKET TARGETING

4.3 DIFFERENTIATION

4.4 POSITIONING

5.0 MARKETING MIX

5.1 PRODUCT STRATEGY

5.2 PRICING STRATEGY

5.3 DISTRIBUTION STRATEGY

5.4 MARKETING COMMUNICATION STRATEGY

6.0 ACTION PROGRAMS

7.0 BUDGETS

8.0 REFERENCES

9.0 APPENDICES
1.0 CURRENT MARKETING SITUATION

ROYALCOOKIES is a cookie company that specializes in cookies. Our target market would be
events and gatherings and social media such as family gatherings, birthday functions, 21 st
birthdays, and meetings, and attract local customers. ROYALCOOKIES provides our special
cornflake cookies as a trademark. Our service is a high level of service and attention to detail
on cookies and our cookies are affordable price. Lastly, the main target audience consists of
families and individuals.

1.1 MARKET DESCRIPTION

Our Company trying its best to attract places that have social events, such as banqueting suites,
hotels, and night markets which may highly suggest our product to the public. Our target audience
for profit and non-profit events. Since this is a small company.

1.2 COMPETITION ANALYSIS

The competition analysis depends on the areas our company plans to serve the public that no
other company has yet. When comes to social platforms there is much competition Instagram,
Twitter, and Shopee, that’s why our company has different ways to attract the public whether in
pricing, packaging, the flavor of cookies, and customer service. Our sales department collects and
stores data, customers that purchase our products.
2.0 SWOT ANALYSIS
3.0 OBJECTIVES AND ISSUES
4.0 MARKETING STRATEGY

4.1 MARKET SEGMENTATION

4.2 MARKET TARGETING

4.3 DIFFERENTIATION

4.4 POSITIONING
5.0 MARKETING MIX

5.1 PRODUCT STRATEGY

5.2 PRICING STRATEGY

5.3 DISTRIBUTION STRATEGY

5.4 MARKETING COMMUNICATION STRATEGY

6.0 ACTION PROGRAMS
7.0 BUDGETS
8.0 REFERENCES
9.0 APPENDICES