MKT243 REPORT WRITING FROZEN FOOD Lecturer: Sir Khodri Bin Kholid Jati NAME MUHAMMAD ZUL FIQAR BIN SABRI SHAKIRUL ABID BIN ISA SHAZWANA BINTI ABDULLAH NURUL ATHIRAH BINTI AZHAR IZZAH IZZATI BINTI SHUIB
MATRIKS NO. 2014477214 20144772 14 2014818418 20148184 18 2014404862 20144048 62 2014450916 20144509 16 2014430408 20144304 08
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Acknowledgement
Praise be to Allah, lord of the universe, who gives the blessing and strength to complete this project paper for our assignment. Peace and prayer upon his final prophet and messengers, Muhammad S.A.W the ideal role model for humankind.We have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. First of all, we highly indebted to sir Khodri bin Kholib Jati for the guidance and constant supervision as well as for providing necessary information regarding the project and also for their support in completing the project. Secondly, we would like to express our thanks and appreciations to our parent for giving us such motivation that makes us strong to finish this task. Lastly , we would like to express my gratitude towards member of Uitm Segamat for their kind co-operation and encouragement which help our group in completion of this project .
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TABLE OF CONTENT NO
CONTENT
PAGE
1
Acknowledgement
2
2
Table of content
3
3
Introduction
4
Main Issues :
4-5
4.1 Product
6-8
4.2 Place
9-10
4.3 Promotion
11-12
4.4 Price
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Target Market
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6
Recommendation
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7
Conclusion
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Appendixes
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INTRODUCTION COMPANY NAME FAIZUL
COMPANY BACKGROUND FAIZUL FROZEN is company that sales and produced many types of frozen food product. It has produced many types of frozen food such as patty, pizza, poppia, roti canai, and many more. This company already have many distributor from grocery store until supermarket. This company was first introduced in 2010. Since it launch in 2010, it has quickly turned into Malaysian favorite household.
VISION OF COMPANY Make FAIZUL FROZEN products a household name synonymous with delicious wholesome food that can be enjoyed in Malaysia and the world over.
MISSION OF COMPANY Expand the market across the Malaysia by selling at various supermarket and be market leader in frozen food products. To ensure the our company achieve the mission, we have highlight a few things to ensure the smooth running of all which is: 1. We will make sure that our price is better than other competitor price. 2. We will make sure that our product available everywhere. 3. We will make sure our customer satisfy with our product.
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COMPANY LOGO
RED COLOUR RED represent for the spiritual energies of our employee or staff , desire to expand or increases sale and give full commitment in their job.
FAIZUL FAIZUL is name for grandfather owner that he’s the one who give secret recipe for any product because that was family secret recipe.
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4.1 PRODUCT
1. BRANDING The main purpose of our branding is product identification. Product identification is the most important objective.We used Paw Paw as our brand because firstly, we would want to allow consumers to distinguish our product from others. By using Paw Paw, we could introduce and acknowledge people about the product we’re selling is pau.
2. Trademark The slogan we use is
P A W P A W . The
purpose of the slogan we want to make customer always
remember our product. When they thinks about pau they will reminder our product first before other competitor when they think of pau. If consumers remember brand name and can easily recall it, they are more likely to purchase its Beside, our slogan also can differentiate between competitor products. With the long-standing presence in the local market, the slogan is quite well established and become a strong asset to the brand. This can be one of the advantages that FAIZUL PAW PAW has over other brands.
3. Labeling For our latest product, our company choose informational labeling and persuasive labeling. The purpose of informational labeling is to helps our consumer to make proper selection. Consumer will buy our product without any doubtness. We state all kind of important information in our packaging such as HALAL logo, nutrition information, ingredient, and expire date. This type of labeling also can lowers the cognitive dissonance among consumers. For the persuasive labeling, is we focus to attract consumer by telling them we are the best among the best.
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Informational Labelling
Persuasive Labelling 7
4. Packaging
For packaging we use container as our packaging. We do not want to use plastic because it’s one of the factors of flood. But if we use container our consumers can keep it and put another item after finish eats the pau. With these methods we can make sure that our consumer keep repeat buying our product. By the way, by using this packaging also it has own functionality like it is easy to open , and easy to close.
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4.2 PLACE
For Paw Paw, we can use retailer as the middleman to sell our product. Retailer is a channel intermediaries that sell many mainly to customer. We also decide to contributed our product at several types of retail operations. Consumers can get and buy our product at convenience store such as 7 Eleven and petrol kiosk this is because it easy to sell at there because consumer always do a quick decision making and not using many effort. We also want to put our product at hypermarket such as Tesco, Giant, Jaya Jusco Hypermarket. This type of retailer is a large, departmentalized self service, low cost, low margin, high volume retailer that specializes in fresh food, dried food and frozen food. They offer large product varieties with focus on product assortments. They are among the best market in Malaysia. So if we sell our product there, it can make our product popular and easy to buy because they have a lot of branches at each state. Besides hypermarket, we choose to sell our product at discount stores such as Mydin and Econsave. They always offer the lower price and provide discount for all the product so at the same time, it can attract many consumers to come to buy our product.
a. Discount Store
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b. Convenience store
c. Supermarket
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4.3 PROMOTION
Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. For the promotional strategy, firstly we are use advertising. Advertising is a form of impersonal, one-way mass communication about a product or organization that is paid for by a marketer. W e choose to you use media advertising. Advertising is the effective ways to attract more buyer and to let them know about our new product. Among the major advertising media are magazines, television, internet. The media advertising that we use to promote our product are magazine, television, social network such as Facebook and Instagram, poster and flyer. We can provide more information about our product and attract attention of customer through these advertising.
We use social network to promote our product because people nowadays prefer to spend their time on social network such as Facebook and Instagram. So we take it as advantages to introduce our product and at the same time it can reduce production cost. Other than that, customers also can give their feedback, suggestion, and comment about our product so that we can make improvement toward our product quality and satisfy their needs and wants. We also can tell the customers what are the benefit that they can get from our products. For email, we can send e-mail directly to everybody. As we know, most of people have e-mail and yahoo messanger so we can send a message to promote our product.
Besides media advertising, we also decide to use sales promotion. Sales promotion is the marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase. We use this strategy to differentiate our product There are a few tools of sales promotions which are coupons and rebates, premiums, loyalty marketing programs, contests, sampling, and sweepstakes. But f rom all the tools of sales promotions, we just use sampling and contests.
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Sampling is a promotional program that allows the consumer the opportunity to try a product or service for free. One of the best ways to promote product is through the deliberate use of free samples. Free samples allow our company to demonstrate the quality of ou r product, while at the same time we want to build good will with the customers. When the customers receive the sampling for free from us, they are more likely to feel like they should try to make it up so they will buy our product.
Next is contests. Contests is promotions that require skill or ability to compete for prizes. We will offer the grand prizes for the winners at the same time we want to make sure that many customers will buy our products frequently to join the contest. So from the contests, customers more attractive to buy our product. We use the contest also for lead generation. W e will give the prizes for the contests, but we will make sure that the customers give their address, email and contact number at the entry forms. This allow us to follow up with them about our product.
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4.4 PRICE Price is the amount of money that charged for a product or service. Price paid is based on the satisfaction customers expect to receive from a product and not necessary the satisfaction they actually receive. Price can relate to anything with perceived value not just money. Price is that which is given up in an exchange to acquire a good or service. Prices also the key to company revenues.
Pricing objectives that we are used is profit-oriented. We focus on profit maximization because it can make profit to our product on each sale increase. We may put some percentage for profit to our product. Then, pricing strategy that we are choose to our product is penetration pricing because it designed to capture a large market share, resulting in lower production costs. Even we put our product at the reasonable price, we still can get the profit because nowadays consumer prefer to buy the best product with the affordable price that can satisfied their needs and wants. So at the same time our sale become increase. Our company set the price that are specific, attainable, and measurable. These goals require periodic monitoring to determine the effectiveness of the strategy.
We decide to set the price of our product at RM 6.90 only per box which it have 4 pieces per box. With this affordable and reasonable price, everyone can afford to buy our product and they can enjoy eating our product. The price that we set are suit with our product quality. To calculate the gross profit margin we need to know the revenues and the cost of the goods sold. Subtract the total costs of our goods from the revenues the sales generate to find our gross profit margin.
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Target market Target market is defined as the group of customer that has need and want that can be satisfied by the business through the supply of goods and services. Business need to focus their marketing activities toward certain group of customer chosen based on the business ability to satisfy the needs and wants. It focuses on all level of ages. As our concern, we determine the target market bases on several segmentations. Our product is for everyone. There is no market segmentation. Everyone can enjoy our product because our product very unique and rare and our product very different than other brand. It is because in Malaysia there is no other firm that create Pau with variety flavor as we did. Usually we can meet with similar flavor in market such as kaya, kacang, daging, sardine . But our product we came out with new flavor that never have in market, that is strawberry, chocolate, mustard, blueberry and sambal.
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Recommendation Our product is Paw PawFaizul Company which is a pau. Our product has their own speciality. The following are the recommendations were made. Eco Friendly packaging To fulfill corporate social responsibility. we decided to make an eco-friendly packaging. Our company provide reusable container as our packaging. it can be use continuously because the packaging is made of polypropylene that don’t harm humans’ body. our p ackaging also can be use long-lasting. Easy to open and close. Multi Product Line To fulfil our customer taste and preferences, we come out with five different flavour which is sambal, chocolate, blueberry, strawberry and custard. For the spicy lover, we prefer to taste our sambal flavour. For kids, chocolate and strawberry will be their choice. For the customers who don’t have specific taste and preferences all the five flavour.
Easy to cook Nowadays, peoples preferred to have a sedentary life. To make their day easier, we come out with the product that easy to cook. This product can be cook using microwave or steam it. It’s just take 5 minutes to serve it. Thus, our product matched with our modern life. Flavour Innovation Our product are an innovation from family’s secret recipe. The recipe was created by our owner’s grandfather 80 years ago. Thus, the taste are unique and different with our competitors. It will attracted the customers to purchase our product repeatedly.
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Conclusion
Based in our research, people will buy a product that gives them a lot of benefits. So our company comes out with Paw Paw that will give the consumer many benefits. This product has a good nutrition for human body such as fat, protein and carbohydrate. We also giving them a free container for every purchase. The container is re-usable and can be use continuously because it’s long lasting. Besides that, the pau attractiveness also can attract customers to buy it because of the panda design over the pau. Recognizing the threat from other competitors will be important as there is a possibility of this trend growing in the future and gaining greater popularity among consumers. The proposed advertisement will enable Paw Paw Faizul company to compete with other competitiors by emphasizing the quality and freshness of our Pau. To further maintain our competiveness, the advertisement attempts to shift the current advertising approach from a more direct one to one that is more creative, giving the brand image a stronger appeal. We sell our product to most of the stores in Malaysia. This is because our product is free from market segmentation. It’s for all peoples that starving for a delicious food. We put our product at the reasonable and affordable price. Nowadays, peoples prefer to buy products that fulfill their needs and wants. Lastly, we have achieved the objectives of our company by set up a affordable price and various product lines, having more than 1 hundred thousand loyal customers in Malaysia and maximize our profits by selling high quality products.
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Appendixes
Books 1. Mkt 243 tutorial book
Internet 2.
https://www.google.com.my/search?q=magazine&biw=1366&bih=637&source=ln ms&tbm=isch&sa=X&ei=KJcEVc_ZGs2hugSHj4DgDQ&ved=0CAYQ_AUoAQ#tb m=isch&q=rebate&imgdii=_ 3. http://www.kongsiresepi.com/Pau/0/1/
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