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MKT243 GROUP ASSIGNMENT

Fundamental of Marketing (Universiti Teknologi MARA)

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MKT243

MARKETING PLAN REPORT

GROUP CLASS

A4AC1104B

COURSE CODE

AC110

SEMESTER

OCT 2020 – FEB 2021

PREPARED BY:

NAME MATRIC NO

NUR ALIYAH IZZATI BINTI SAIFUL AZRI 2019953515

NORHANIE NAJWA BINTI MOHD NOR 2019356355

NUR HANANI BINTI A ABDUL HAKIM MAZHAR 2019125737

RAJA ANIS ZUHAIRAH BINTI RAJA ZAILY 2019953391

NORSYAZLIA ATYRA BINTI IBRAHIM 2019956165

PREPARED FOR

SIR IZWAN NAZIRIN BIN ISMAIL

DUE DATE

20 DECEMBER 2020

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TABLE OF CONTENT

No. Particular Pages

1. ACKNOWLEDGEMENTS I

2. EXECUTIVE SUMMARY 1

3. INTRODUCTION AND BACKGROUND 2

4. 1.0 SEGMENTATION 3

5. 2.0 PRODUCT 4-6

6. 3.0 PLACE 7

7. 4.0 PROMOTION 8-9

8. 5.0 PRICING 10-11

9. CONCLUSION AND RECOMMENDATION 12-14

10. REFERENCES 15

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ACKNOWLEDGEMENTS

First and foremost, praises to Allah the Almighty for the blessings during the process in
completing this assignment.

We would like to say thank you to our Lecturer of subject MKT243 which is Sir Izwan
Nazirin Bin Ismail for the guidance throughout the process in completing this assignment.
Without the helps from our lecturer, we might not make it here.

We are so thankful to have such an understanding groupmate who are willingly to works
together in making this assignment happens. Without the help of each other, it would be hard
to complete this assignment.

We acknowledge that this assignment is fully done by us and there is no plagiarism

from any source. We also have provided reference section as a note for Sir Izwan to look over
our works. Thank you.

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EXECUTIVE SUMMARY

After a long discussion, “Creamer Dadih” is the best product that contain everything
that we want to supply to people. We need to produce something that could give some
refreshments to people who buy it and literally can enjoy to eat them. Basically, “Creamer
Dadih” is a normal Malaysian dessert but we make it a bit extra by adding some new colours
that would attract people more. As we can see, it is so lame to have just a single colour of
pudding out there. Therefore, we have decided to bring out a brand new types of pudding that
will make every single person who look at it and have the desire to taste it. The colour, the
shape of the product is definitely something that are rarely to be found in the market. Hence,
we believe that "Creamer Dadih" can make it far in the future with the specialities that it has.

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INTRODUCTION AND BACKGROUND

Sweet Dolce is a partnership business that is founded in 2019 by Hanie Najwa and together
working with Aliyah Izzati, Hanani, Anis Zuhairah and Syazlia Atyra. To started this
partnership, we invest RM200 as capital from each other. Every member is working as
producer and also the seller.

We also have several retailers that working with us. We will pay one out of four from our
profit per month to the retailer. This partnership was registered under SSM with registration
number AS – 12345578Tp. The base of this business is located in Terengganu.

The idea to produce this product came after we do some research. Usually, the curd out there
uses a spoon to eat it. So why not we make a little difference in our packaging by using pouch
bag and bottle. Through this way, people can enjoy it same like drinking water.

Basically, our main objective is to serve people especially teenagers with something new
and fresh. There are too many similar products at the market. That’s why “Creamer Dadih” is
the best thing that we could produce for our business. The colour variation can also attract more
people to buy it. Last but not least, we hope this “Creamer Dadih” can satisfy the desire of our
main target in finding something new and fresh to enjoy it anytime.

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1.0 SEGMENTATION

1. Target Market.

Our target market for “Creamer Dadih” is everyone especially for a 13 years old girl
and above whereby these are the groups that are easily to be attracted with the taste and
looks of our “Creamer Dadih”. As we know, these group of people already has their
own money and income. Therefore, it would be easy for them to buy it since they have
money. They are our priority in order to produce our products. We care about their
thoughts and choice. As long as the products meet their satisfaction, they will keep on
buying it.

2. Segmentation bases.

As for the segmentation bases, our products are more to dessert. We make it as a dessert
because the taste and the texture that make it perfect to end a main course. However, it
is also can be enjoy during Hi-Tea or during Supper as a snacks. The sweet and creamy
taste of “Creamer Dadih” makes people enjoy the taste of it. It can be enjoyed with a
variety of ways and in any temperature either cold or in room temperature.

3. Strategies.

We have decided that our strategies in promoting “Creamer Dadih” is through

Undifferentiated Strategies whereby it focuses on the entire market as a whole instead
of any particular segment to reach out the number of customers. We have set our target
in the market but we focus more to a group of girls age 13 years old and above. As
stated above in target market section, those groups are most easily attracted with our
“Creamer Dadih” However, other groups such as man, or kids are still one of our target
market. If a kids is attracted with our “Creamer Dadih” for sure that the parents would
buy it for them. Therefore, sales can be made and it will influence others who see it to
buy it.

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2.0 PRODUCT

1. Significance of the product to consumer and market.

The significance of this product is ready to go or ready to eat dessert. This dessert is
distributed chilled and can be consumed without further preparation, made with great
taste and perfect appearance. Other than that, this product can be used as a door gift or
in birthday party celebration that can make cake table becomes more cheerful. As we
know desserts have nutrients too and often regarded as a happy pill because it helps
release the happy hormone. A small gesture can go a long way making someone’s day.
A pack or a bottle of “Creamer Dadih” is an excellent way to show how much you care
about them. Spreading goodness in the most delicious way.

2. Type of consumer product.

Convenience product are frequently bought by consumers. They will buy immediately
and without great comparison between other options. Convenience products are
typically low-priced, not differentiated among other products and placed in locations
where consumers can easily purchase them. This product is a convenient solution which
is enjoy the delicious dessert at any time without time consuming preparation.

3. Specification of the product.

Using 250ml liquid drink pouch and plastic bottle and the estimated item weight was
100gram.

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4. Benefits and function

This dessert is packed with nutrients where it’s contain less sweet and free from
chemical. There’s a reason why our body craves certain delicious desserts. Low carb
diets often overlook the fact that carbohydrates are an essential nutrient for the body.
While desserts may not be the healthiest form of carbohydrates, but it is the right
indulgences can fuel your body and mind. It also can bring out the good mood in you.
Indulging in your favourites dessert alters your mind and body in positive ways. Take
full advantage of this scientific process by allowing yourself to enjoy your favourites
sweet treat without that extra side of guilt.

5. Warranty.

This dessert will last for a week because it is made from milk-based ingredients.

6. Picture of the product.

Bottle Packets

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7. Labelling.
Ingredients: water, whole milk, agar powder and
colouring as permitted food conditioner.

Logo and nutrition facts Attention: Do not consult if:

-The packaging seal or damaged

-Product found bloated

Storage instructions: This product must be stored in
a fridge. Once opened, consume immediately
Nutrition Per serving Per 100 ml
information
Energy 150 kcal 57kcal

Total fat 2.5g 1.2g

Cholesterol 0mg 0mg
Total sugar 15g 7.4g

Added 9g 2.5g
sugar

8. Positioning strategy.

This product rarely to be found and at reasonable price.

9. Trademark.

SIP IT & REPEAT

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3.0 PLACE

1. Type of marketing channel.

Lamb (2013) defines marketing channel is a business structure of interdependent

organizations that are involved in the process of making a product or service available for
use or consumption by end customers or business users. Marketing channels facilitate the
physical movement of goods from location to location. There are several ways that we use
to reach our customer. The first one is through direct channel. We directly send the product
to the customers and they pay cash on delivery. This method is used for the customers that
stay within the area of ours. On the other way, we also have the retailer. The retailer will
buy a large amount from us then they sold it to the customer. The retailer will do a
selfpickup at our based and if we send the product to them, they will pay an additional
charge. This is easier for the customer in the area of the retailer to get the product if we
can’t reach them directly. Our retailer is stay all around our based for example Kemaman,
Kuala Terengganu and Dungun.

2. Level of distribution.

Our level of channel distribution intensity is selective. This distribution achieved by

screening dealers to eliminate all but a few in any single area. Selective distribution
strategies often hinge on a manufacturer’s desire to maintain a superior product image to
be able to charge a premium price. Therefore, because we only can reach customer in a
custom area, so the customer must seek out the product by their own. Shopping goods
usually have this selective distribution, for example Toyota car dealers and Apple
authorized dealers. Nevertheless, we are trying to do the intensive distribution in the future,
so that many consumers all around the country can reach us.

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4.0 PROMOTION

1. Types of promotion tools.

There is a lot promotion tools that can be used but after a few observations, advertising
and sales promotion is the most effective tools that can be apply. As for the
advertisement, people started to recognize our products since they listen to our products
in radio and in other platforms. This method shows that the often people heard about
our product, it will create a strong memory between them and our products. Luckily,
there are some of local popular celebrity that has already bought our “Creamer Dadih”
and promoting them. We also have decided to apply sales promotion in our promoting
method. People are more intend to buy when they think it is reasonable to buy. As
example, the promotion that we make is ‘Buy 2 for RM8’where they could save RM2
or ‘Buy 1 free 1’. This will make the consumers interested with the promotion that has
been made.

Photos of Uqasha Senrose and Azza Elite buying our “Creamer Dadih”.

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2. Appeal and execution of massage that has been apply.

The world is changing and everything is on our fingertips. We have decided to promote
our product through online marketing method. Whereby we have use the social media
such as Facebook and Instagram as our platforms to expand our target. There is a
section in these social media called Market Place where it helps those small business in
expanding their business. As we can see, nowadays people are more comfortable to buy
things through online method. However, we also have promoting our “Creamer Dadih”
through offline method where we have hanging our banner along the road and has put
our flyers in mini market or any food stall. This has made our products been well known
and been notice by the people.

Example of Online Marketing in Market Place, Facebook.

3. Sample of printed advertisement.

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5.0 PRICING

1. Pricing Objective

Pricing objectives are selected with your business and financial goals in mind. Elements
of your business plan can guide your choice of a pricing objective and the strategies
that go with it. Due consideration to our business’s mission statement and plans for the
future, one of our overall business goals is to become market leader so we want to
consider that the quantity maximisation pricing objective as opposed to the survival
pricing objective. The target of making the business is not just making profit itself.
Hence, we decided to put RM5 as the selling price of the “Creamer Dadih” in order to
seeks the maximise the per-unit profit margin of a product and also to earn the greatest
pound amount in profits. Next, pricing decisions are taken in such a way that enable for
our business to achieve targeted market share or the amount of sales determined in the
light of total sales in an industry. Therefore, RM5 is a suitable price after considerate
the RM3 from the cost of buying the material.

2. Factor influence the pricing objectives.

We strongly agree that RM5 is the most suitable price for “Creamer Dadih” because
we want to keep the price as low as possible but also can gain profit from it. In some
cases, a company reacts offensively to prevent entry of competitors by selling products
at a loss. As one of a British Businessman, Peter Hill says, increasing prices doesn’t
automatically mean losing customers. Of course with a balance of RM2, it is not only
focusing on the profit but we also need to consider other cost. For example, overhead
cost which include the utilities of electrical to keep the product in a suitable temperature,
the advertising cost of the product and so on. Other than the advertising process, hire
an agent also is one of a way to make a business bigger. Business agents are ideal for
small companies that want to export. Especially to those that do not have offices or
employees abroad. These agents, in fact, live and work in the target market and some
agent can be considering as the publisher of the product. “Creamer Dadih” can be
expired in a week. Consequently, it would be a loss for us if we can’t sell them in time.
In other words, agents can be the key in finishing the work on time.

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3. Tactic in setting the price.

Different pricing tactics can help us to attract more customers and maximise profits. As
an example, discounting. Offering specially-reduced prices can be a powerful tool. We
have planned with a tactic of buy 2 with RM8. Therefore, we believe that this kind of
discount can attract more customer to buy more than one. This tactic able to make these
more profitable through lower costs.

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CONCLUSION AND RECOMMENDATION

1. Limitation.

We believe all the businesses out there will be facing the limitation problem even
though they gain much profit by doing their services or goods. In fact, our business also
facing this limitation problem instead of just gain the benefits from our supply goods
to our customers. At the starting of the business, the first limitation we are facing is
financial problem as we are sort of modal to start the business where we wanted to buy
the ingredients, the liquid drink pouch, the bottles, the stickers, the advertisement
banner, the fuel for delivery and everything related to our business but we do overcome
this problem by create a fundraising fund between our partnership. The second problem
we encounter is place to stock our products because there is only one fridge at the
beginning. Our product need to be put in the fridge to keep it cool until we delivered it
to the customers but we manage to solve this problem by bought another two fridge
using our profit that we gain and it may take a while. The third obstacle we run into is
shortage of material, where the liquid drink pouch and the bottle need to be ordered
first and the delivery time may take a while. So we figured out and decided to order the
material a little bit early instead of waiting for the stock nearly to sold out. The fourth
hindrance we face up to is labour shortage. At the beginning, we cannot make the order
on time because the lack of workers but after we advertise to find any part time than
our problem is solved and we manage to prepare the orders on time. Lastly, limited
delivery. We could not deliver the order that are from other state where we can only
deliver in our state or somewhere that are near to the production place.

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2. Learning experience.

Based from this assignment, we have learned more about marketing such as how
marketing mix tools that are classified into the four P’s works on any business. This
four P’s were so important to applied for any business in term to make the business
become more successful, well known and on how to gain more profit. The first P’s of
marketing is product and our product is a dessert which is “Creamer Dadih”. This
“Creamer Dadih” do include the packaging, expired dates, stickers, and most important
thing is the ingredients. Next, is a price. Price is what a buyer must give up to obtain a
product. We put a reasonable price according to the product we sold which is “Creamer
Dadih”. We also place a discount but according to the purchase conditions that have
been set such as the customers buy in bulk for birthday party or any events then they
will get the discount. After that, the place. Also known as distribution and involves
wholesalers and retailers. For a moment, we only have one location that available and
that’s why our delivery is limited but we do try to find a new location that can attract
many customers. Lastly, the promotion. We do advertise our product especially in
social media. As we know, in this era everything is just on the fingertips. This social
media plays a main role for our business and mostly all the transactional happen in
there. We also got the positive feedback from our customers based from the social
media only. From this business, we also learn that how important to know the customer
buying behaviour and from that we know how individuals decide to spend their money,
time and effort and relate to what, why, when, where and how they buy the product or
service. It is important to know our customer behaviour so that we can make the product
on how they want and satisfied their taste. There are five steps in the consumer decision
making process which is need recognition, information search, evaluation of
alternatives, purchase and post purchase behaviour.

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3. Expected growth.

For the future, we do hope our business will growth rapidly and not only in Malaysia
but internationally. On how it will growth is maybe from the start we are going to find
some agents around Malaysia that good at trading and can contribute in making this
“Creamer Dadih”. We will try to find any agents that need a work so that we are actually
indirectly help those who are trying to find any job or side income. Next, we belief that
we can open a factory one day around Malaysia so that our business is rapidly growing
and we also hope that we can provide some machines so that our food is going to
process faster and in abundance because in the meantime we are just do it manually and
it is limited. We can’t sell around Malaysia as their expired dates last for a week’s only.
Hopefully our product can enter any big business or marketing such as a well-known
mall or any mini markets that have a big name. Lastly, we hope that our product can
enter into the big marketing which is internationally. We can start by attract Malaysian
people that migrate overseas and asked them promote to their friends and so on. It may
seem possible but if we didn’t try then we didn’t know.

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REFERENCE

Notes by Riza Emifazura Jaafar, Uitm Tapah Perak 2020

https://www.lifehack.org/articles/lifestyle/5-surprising-health-benefits-desserts.html
https://www.referralcandy.com/blog/pricing-tactics/
https://www.nibusinessinfo.co.uk/content/different-types-pricing-tactics

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