Market Anaysis Marigold

7/25/2019 Market Anaysis Marigold

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Content

1.0 Executive summary..................................................................................................2

2.0 SITUATION ANALYSIS..............................................................................................4

2.1 Comany Ana!ysis.....................................................................................................4

2.2 "EST Ana!ysis............................................................................................................#

2.$ %ar&et Ana!ysi...........................................................................................................'

2.4 Cometitor Ana!ysis...................................................................................................(

2.# S)OT Ana!ysis........................................................................................................10

$.0 %ar&et Tar*etin* an+ "ositionin*................................................................................12

$.1 Tar*et mar&et............................................................................................................12

$.2 "ro+uct ositionin*..................................................................................................14

4.0 %ar&etin* Strate*y......................................................................................................1'

4.1 "ro+uct.....................................................................................................................1'

4.2 "rice.........................................................................................................................1,

4.$ -istriution /"!ace..................................................................................................21

4.4 "romotion.................................................................................................................2$

#.0 inancia!......................................................................................................................2'

#.1 %ar&etin* u+*et.....................................................................................................2'

#.2 Sa!es orecastin*......................................................................................................23

'.0 Contro!.........................................................................................................................2(

eerences..........................................................................................................................$1

0


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1.0 Executive summary

5ui!+in* a comany ran+ is suc6 a crucia! art o ui!+in* a usiness an+ a c!ear!y

mar&etin* !an s6ou!+ e create+. A mar&etin* !an 6e!s a comany +eve!os ro+uct or

services t6at meet t6e nee+ o t6e tar*et mar&et an+ 6e!s t6e consumer to easi!y c!ear!y

un+erstan+ 76y t6e ro+uct is etter an+ +ierent 7it6 ot6ers cometitor. A 7e!!

mar&etin* !an can a!so 6e! a usiness to reac6 t6e tar*et consumer an+ increase t6e

consumer ase. I+entiy your cometitors an+ 76at t6e tar*et customers t6in& aout t6e

ot6ers cometitors8 stren*t6s an+ 7ea&nesses. I osition t6e ran+9 ro+ucts an+ services

so t6at t6e tar*et mar&et sees t6eir usiness as etter t6an9 or +ierent rom9 t6e

cometition. It nee+e+ a S)OT ana!ysis to urt6er narro7 t6e otions or t6e mar&etin*

!an y i+entiyin* stren*t6s9 7ea&nesses9 oortunities an+ t6reats as seen rom t6e

customer8s oint o vie7. T6e o:ectives or *oa!s section is 76ere t6e !ist t6at use+ or

seciic !ans.

T6e %ari*o!+ "ee! res6 ac&e+ 7it6 vitamins an+ :uicy *oo+ness9 an+ it continues to

reres6 %a!aysians to+ay 7it6 *reat tastin* :uices. T6e scoe o t6e ro+uct !ine o

%ari*o!+ "ee! res6 as t7o ro+uct;mix 7i+t6 t6at are %ari*o!+ "ee! res6 an+

%ari*o!+ "ee! res6 No Su*ar A++e+. 5ut not every ro+uct !ine 6ave t6e simi!ar

vo!ume9 some o t6e ro+ucts +o not 6ave 1.(, !iter an+ 2 !iter9 t6e ro+uct strate*y 7as7e su**est t6at %ari*o!+ stan+ar+i


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+iscount to t6e articu!ar store to attract t6eir interest an+ continue cororate 7it6 t6em.

or t6e !o*istic9 %ari*o!+ 7i!! use+ t6eir o7n +e!iver truc& to ma&e sure t6e res6ness o

t6e ro+uct 7i!! arrive+ or +istriute in time an+ a!so revent or t6e t6ir+ arties

!o*istic. T6e rice strate*y t6at 7i!! im!ement y %ari*o!+ 7as t6e rice o t6e ro+uct

7i!! e a+:ustin* +een+in* on t6e nee+s an+ e6aviors o customers in t6e mar&et.

%ari*o!+ "ee! res6 a!so use o++ ricin* strate*y 76ic6 t6e comany ix a rice 76ose

!ast +i*its are o++ i*ure.

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3


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2.0 SITUATION ANALYSIS

2.1 Company Analysis

%a!aysia %i!& Sen+irian 5er6a+ /%%S5 7as incororate+ in 1,', an+ e*an its o7n

manuacturin* oerations in "eta!in* =aya in 1,33. T6e comany mar&ets an+ +istriutes

%AI>OL- un+er its Tra+in* Arm Comany9 Cotra Enterrises S+n 56+.

%AI>OL-?s !a*s6i ran+s9 %AO>OL- "EEL ES@ an+ %AI>OL- @L

%IL9 6o!+ t6e 6onours o ein* t6e No 1 "asteurise+ ruit =uice an+ t6e No.1

"asteurise+ %i!& ran+s in %a!aysia resective!y.

%AI>OL- "EEL ES@?s ne7 e+ucationa! roa+ s6o7 76ic6 is ca!!e+ B%y ami!y?s

@ea!t69 %y @ainess oa+ s6o7 is in+ee+ re!ective o %AI>OL- "EEL ES@?s

commitment to rovi+e consumers 7it6 t6e 6i*6est stan+ar+ o Dua!ity. T6is9

com!emente+ y a +ee un+erstan+in* o consumers? nee+s an+ reDuirements ena!es

t6e comany to +e!iver an+ rovi+e ro+ucts 76ic6 not on!y taste *oo+ ut a!so 7it6

suerior nutritiona! va!ue to consumers an+ t6eir ami!y memers. T6is is in !ine 7it6

%AI>OL- "EEL ES@?s assion to rovi+e 76o!esome nouris6ment to t6eir

consumers an+ t6eir ami!ies.

%AI>OL- "EEL ES@ 6as esta!is6e+ itse! as a 6ouse6o!+ name or more t6an 2#years9 startin* out 7it6 on!y our res6 !avours. No79 %AI>OL- "EEL ES@ 6as an

array o 1# +e!icious 6ea!t6y !avours 76ic6 rovi+e consumers 7it6 a c6oice o e*u!ar

an+ No Su*ar;A++e+ variants to suit t6e tastes an+ reDuirements o a!! %a!aysians.

VISION

To e a *!oa! !ea+er in enric6in* !ives t6rou*6 nature?s o7n in*re+ients as oo+ an+

nutrition or man&in+.

MISSION

%ari*o!+ enric6in* t6e +ai!y exerience o customer an+ community t6rou*6 t6e !ie;

nouris6in* Dua!ities o ruits an+ ve*eta!es.

GOALS

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%ari*o!+ "ee! res6 6oe to excee+ customer exectations y rovi+e suerior va!ue an+

Dua!ity ro+ucts to customer an+ consumer an+ continuous +eve!oment an+ investment

in its 6uman an+ tec6nica! resources in t6e vision.

2.2 PEST Analysis

Political and legal environment

T6e o!itica! actors are t6e arena in 76ic6 or*ani


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6ea!t6 eneits are increasin* +ays y +ays. So t6ere are !ot c6oices o ruit +rin& in t6e

mar&et or consumer to consume to maximum consumer satisaction. T6is a!so enorces

%ari*o!+ "ee! res6 to +eve!o an+ create ruit +rin& t6at satisies t6e nee+ an+ 7ant o

consumer.

Technological environment

Tec6no!o*y is c6an*in* +ays y +ay an+ t6e tec6no!o*ica! actor inc!u+es t6e institutions

an+ activities invo!ve+ 7it6 creatin* ne7 &no7!e+*e an+ trans!atin* t6at &no7!e+*e into

ne7 oututs9 ro+ucts9 rocesses9 an+ materia!s. -ue to t6e a+vancement in tec6no!o*y9

6ea!t6y an+ nutritious :uice can e extracte+ rom +ierent ruits an+ create a ne7

attractive ac&a*in* an+ !ae!!in* 76ic6 are a!so !ay a vita! ro!e in ro+uct romotion.

Executives must veriy t6at t6eir irm is continuous!y scannin* t6e externa! environment

to i+entiy otentia! sustitutes or tec6no!o*y current use an+ sot ne7!y tec6no!o*y

76ic6 cou!+ +erive cometitive a+vanta*es to %ari*o!+ "ee! res6.

2.3 Market Analysis

%ar&et se*mentation is a strate*y 76erey mar&eters use to +ivi+e a 7i+e tar*et mar&et

into suset o mar&et t6at 6ave common nee+s an+ 7ants or certain ro+ucts an+

services. T6ereore9 t6ese *rous o consumer 7i!! e *roue+ y criteria suc6 as a*e9

*en+er9 re!i*ion an+ so on. T6e reason o usin* mar&et se*mentation is ecause its 6e!

%ari*o!+ "ee! res6 to un+erstan+ etter t6e nee+s an+ 7ants o consumers an+ etter

communication 7it6 t6em. 5y !oo&in* at t6e se*mentation9 t6e mar&etin* messa*e can e

etter +e!iver to %ari*o!+ ee! res6 t6e nee+s an+ 7ants o consumer. An+ it a!so 6e!

%ari*o!+ "ee! res6 in i+entiy t6e 7ay to en6ance customer !oya!ty eit6er existin*

consumer or ne7 consumer.

T6e main tar*et se*ment o %ari*o!+ "ee! res6 is consumers 76o are more 6ea!t6conscious an+ are !oo&in* or convenient a!ternatives to res6 ruits9 ran*in* rom a*es '

to '# years o!+ an+ aove. T6e consumers nee+ :uices t6at are 6i*6 in nutritiona! va!ue

an+ variety o evera*e c6oice ecause t6ey 6ave ast ace+ !ives an+ +o not 6ave time to

ma&e 6ea!t6y mea!s every +ay. So %ari*o!+ ee! res6 is settin* t6eir ositionin* in 6e!s

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to maintain *oo+ 6ea!t6y 76en time is s6ort an+ create a va!ue in consumer min+ aout

t6is ro+uct an+ motivate r6eumy to uy reDuent!y.

Sales

schoolcolle!e an"

#ni$ersity st#"ents

al"#lts

chil"ren

ol" a!e" people

"rice sensitivity is t6e amount 76en t6e rices o a ro+uct increase or +ecrease it 7i!!

eventua!!y aect t6e consumers +eman+ or t6e articu!ar ro+uct. T6e rice sensitivity

o a ro+uct 7it6in its tar*et mar&et is oten use+ y a usiness 76en +etermine its

otima! ricin* an+ mar&etin* strate*y or t6e ro+uct. @o7ever9 risin* in!ation is one o

t6e reasons 76y %a!aysian 6as 6i*6 rice sensitivity an+ 7ou!+ ten+ to c6oose cost;

conscious !ines o oo+ an+ ot6er 6ouse6o!+ *oo+s.

Market Needs

%ari*o!+ "ee! res6 rovi+es in+ivi+ua!s an+ retai!er 7it6 6i*6 Dua!ity ee! :uice. An+

see& to u!i! t6e eneit suc6 as a 7i+e c6oice o +ierent ruit :uice 7it6 t6e !exii!ity

to c6an*e cros mi+season9 a!! ro+ucts 7i!! e rice+ cometitive to true sustitutes an+

t6e interme+iary 7i!! e imresse+ 7it6 t6e !eve! o attention t6at t6ey receive to t6eir

consumer y 6oin* can create a ro+uct t6at u!i! t6e nee+s an+ 7ants o t6e consumer.

%


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Market Trends

No7a+ays9 %a!aysian 6ave ecome more 6ea!t6 conscious an+ ruit :uice 6ave suorte+

t6is tren+s as :uice are in6erent!y 6ea!t6y an+ t6e increase o t6e su!y reinorce+

+eman+ o consumer to ro+uct o %ari*o!+ "ee! res6. T6e tren+s o t6e :uice mar&et

tren+s innovate %ari*o!+ "ee! res6 in increasin* t6eirs F- +eartment to create more

c6oice o :uice or t6eir consumer.

Market Growth

T6e mar&et or t6e :uice 7i!! oer is *ro7in* rai+!y ecause t6e +eman+ to7ar+s

6ea!t6y oo+ an+ +rin& o %a!aysian citiiant9 3;E!even an+ ot6er retai!er.

2.4 Competitor Analysis

42&

2%&

11&

13&%&

Market Share

Tropicana T'ister Mari!ol" Peel (resh S#nkist

(r#it Tree (r#it Tree (resh

In non;caronate+ evera*e in+ustry9 ran+ o :uice t6at current!y in t6e c6i!!e+ :uice

se*ment o t6e mar&et t6rou*6 it is Troicana T7ister :uices9 7it6 an estimate+ 42G o

mar&et s6are. Ot6er ran+ insi+e t6e se*ment inc!u+e %ari*o!+ "ee! res6 /23G9 Sun&ist

/11G9 FN ruit Tree /1$G an+ ruit Tree res6 /3G o t6e mar&et s6are. It can e

seen t6at Troicana T7ister :uices is t6e !ea+er in t6e in+ustry an+ can e say t6at it is t6e

main cometitor to %ari*o!+ "ee! res6.

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Tro!icana Twister "uices

Troicana T7ister is a ran*e o reres6in* an+ +e!icious ruit +rin&s an+ t6e ruit :uices

are ma+e 7it6 rea! ruit :uice t6at come c!ose to t6e rea! ruit exerience9 oerin* a!! t6e

reres6in* an+ revita!i


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raser F Neave @o!+in*s 56+ /FN is secia!i


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;@i*6er t6an in+ustry mar*ins +ue to ro+uction eiciencies

;easona!e rice an+ aor+a!e or every consumer

;ic6 in Hitamin A9 C an+ E 7it6out artiicia! reservatives

%eakness

; Consumer !ac& ran+ !oya!ty to %ari*o!+ "ee! res6

;A !imite+ mar&etin* u+*et to +eve!o ran+ a7areness

O!!ortunities

;T6e ai!ity to +eve!o !on*;term commercia! contracts 76ic6 7ou!+ !o7er costs

associate+ 7it6 ro+uction

;-ue to 6ea!t6 care !ivin* sty!e o eo!e no7a+ays t6ere are oortunity in

increasin* +eman+ to mari*o!+ ee! res6? ro+ucts

Threats

;Overs6a+o7e+ y ot6er cometitor suc6 as Troicana T7ister

;-irect cometitors an+ t6eir continuin* *ro7t6 or com!etin* in mar&et s6are

;encountere+ numerous inevita!e an+ vo!ati!e natura! an+ economic t6reats e* cost

o ra7 materia!s an+ !ivin*

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$.0 %ar&et Tar*etin* an+ "ositionin*

3.1 Tar!et market

%ar&et tar*etin* is t6e rocess o eva!uatin* eac6 mar&et se*ment?s attractiveness an+

se!ectin* one or more se*ments to enter. In ot6er 7or+s9 tar*et mar&et consists o a set o

uyer 76o s6are common nee+s or c6aracteristics t6at t6e comany +eci+es to serve.

T6e main tar*et se*ment o %ari*o!+ "ee! res6 is consumers 76o are more 6ea!t6

conscious an+ are !oo&in* or convenient a!ternative to res6 ruits9 a 7i+e ran*e rom

&i+s to e!+er!y9 ran*in* rom a*es ' to '# years o!+ an+ aove. T6is is ecause a!most

everyone ta&e +airy ro+ucts. T6e consumers nee+ :uices t6at are 6i*6 in nutritiona! va!ue

an+ variety o evera*e c6oice ecause t6ey 6ave ast ace+ !ives an+ +o not 6ave time to

ma&e 6ea!t6y mea!s every +ay. )e a!so ocus on eo!e 76o are care aout ui!+in*

6ea!t6ier o+y ima*e. Consumers 76ic6 are 6ea!t6 conscious 7ou!+ uy %ari*o!+ "ee!

res6 or t6emse!ves an+ a!so t6eir ami!y or a 6ea!t6y !iesty!e. So %ari*o!+ "ee! res6

is settin* t6eir ositionin* in 6e!s to maintain *oo+ 6ea!t6y 76en time is s6ort an+ create

a va!ue in consumer min+ aout t6is ro+uct an+ motivate r6eumy to uy reDuent!y.

On t6e ot6er 6an+9 mar&et se*mentation is t6e rocess t6at comanies use to +ivi+e !ar*e

6etero*eneous mar&ets into sma!! mar&ets t6at can e reac6e+ more eicient!y an+eective!y 7it6 ro+ucts an+ services t6at matc6 t6eir uniDue nee+s. T6ese susets o

consumers may e *roue+ y criteria suc6 as a*e9 *en+er9 !ocation9 income an+ so on

+een+in* on t6e seciic c6aracteristics o t6e ro+uct. T6e reason o usin* mar&et

se*mentation is to 6e! %ari*o!+ "ee! res6 to un+erstan+ etter t6e nee+s an+ 7ants o

consumers. 5y !oo&in* at 7ays in 76ic6 otentia! consumer *rous are +ierent rom

eac6 ot6er9 t6e mar&etin* messa*e can e etter tar*ete+ to t6e nee+s an+ 7ants o t6ose

consumers. 5esi+es t6at9 mar&et se*mentation can a!so 6e! %ari*o!+ "ee! res6 in

i+entiyin* 7ays to en6ance consumer !oya!ty eit6er existin* consumers or ne7

consumers.

%ari*o!+ "ee! res6 se!ect +emo*ra6ic se*mentation9 syc6o*ra6ic se*mentation an+

*eo*ra6ic se*mentation as mar&et se*mentation. -emo*ra6ic se*mentation +ivi+es t6e

mar&et into *rous ase+ on varia!es suc6 as a*e9 *en+er9 ami!y si


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occuation9 e+ucation9 race an+ re!i*ion. )e are !oo&in* an+ stress more on &i+s an+

teena*ers *rou as our otentia! uyer. As everyone &no7s9 %ari*o!+ "ee! res6 is !oves

y &i+s an+ teena*ers. "syc6o*ra6ic se*mentation +ivi+es uyers into +ierent *rous

ase+ on socia! c!ass9 !iesty!e9 ersona!ity traits9 va!ues9 oinions9 attitu+es an+ interests.

)e c6oose to e more em6asis on in+ivi+ua! taste. %ari*o!+ "ee! res6 6as various

!avors an+ most!y !ove+ y a!! &in+s o a*es. It tastes so *oo+ t6at eo!e :ust cannot

resist o its temtation. >eo*ra6ic se*mentation +ivi+es t6e mar&et into +ierent

*eo*ra6ica! units suc6 as nations9 re*ions9 states counties9 or cities. As or our comany9

7e +istriute our ro+uct to 76o!esa!ers an+ retai!ers. Sout6 re*ion is our rime aim or

starts. In a++ition9 %ari*o!+ "ee! res6 in sout6 re*ion receive+ Duite a +ecent ee+ac&

76ic6 attracts us to start our usiness t6ere.

An attractive mar&et se*ment is one t6at oers so!i+ current or !on*;term roit otentia!

or %ari*o!+ "ee! res6. %ari*o!+ "ee! res6 se!ect t6ose se*mentation ecause o t6e

se*ment attractiveness 76ic6 are se*ment si


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se*ment attractive. no7in* 6o7 roita!e is roita!e is su:ect on!y to your

comany?s reDuirements. I a mar&et is too sma!! or its uyin* o7er is insi*niicant9 it

7on?t *enerate suicient roits or e a!e to suort mar&etin* mix activities. You must

ocus your assessment on t6e otentia! roitai!ity o eac6 se*ment9 ot6 current an+

uture. T6e c6osen se*ment are caa!e o +e!iverin* roits o t6e ri*6t va!ue9 assumin*

it can e mar&ete+ to eective!y. T6e reDuire+ Breturn on investment 7i!! e a &ey actor

in +eterminin* 76et6er a usiness invests in t6e se*ment.

&'( Product !ositioning

%ari*o!+ "ee! res6?s oint;o;+ierence is 7e oer ro+ucts t6at are 6i*6 Dua!ity an+

excee+ cometitor?s oerin*s o rice9 Dua!ity an+ service. %ari*o!+ "ee! res6 is a!so

6i*6er t6an in+ustry mar*ins +ue to ro+uction eiciencies. %oreover9 ein* in t6e

oreront o continuous researc6 an+ +eve!oment9 %ari*o!+ "ee! res6 6i*6!i*6ts its

many ro+uct innovations in t6e :uice +rin& in+ustry9 suc6 as ein* t6e irst to ro+uce

asteuri


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%ari*o!+ "ee! res6 commit to rovi+e consumers 7it6 t6e 6i*6est stan+ar+ o Dua!ity.

T6is9 com!emente+ y a +ee un+erstan+in* o consumers? nee+s an+ reDuirements

ena!es t6e comany to +e!iver an+ rovi+e ro+ucts 76ic6 not on!y taste *oo+ ut a!so

7it6 suerior nutritiona! va!ue to consumers an+ t6eir ami!y memers. T6is is in !ine

7it6 %ari*o!+ "ee! res6?s assion to rovi+e 76o!esome nouris6ment to t6eir

consumers an+ t6eir ami!ies.

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4.0 %ar&etin* Strate*y

4.1 Pro"#ct

T6e ran+ name %AI>OL- "EEL ES@ 6as een a

ami!iar an+ !on*;stan+in* 6ome*ro7n ran+. T6is ro+ucts

+e!i*6tin* %a!aysians o a!! a*es or over 20 years. T6e

%ari*o!+ "ee! res6 ac&e+ 7it6 vitamins an+ :uicy

*oo+ness9 an+ it continues to reres6 %a!aysians to+ay 7it6

*reat tastin* :uices. ei*nin* as %a!aysia8s avorite C6i!!e+

=uice -rin& an+ >o!+ A7ar+ 7inner o t6e ea+ers -i*est Truste+ 5ran+ A7ar+ or many

consecutive years9 %AI>OL- "EEL ES@ ran*e o ruit :uices is a reres6in* an+

6ea!t6y +rin& to com!ement your mea! or on its o7n.

%ari*o!+ "ee! res6 :uices are ortiie+ 7it6 Hitamins A9 C an+ E t6at *ive eo!e more

nutritious *oo+ness in every +ro. T6e scoe o t6e ro+uct !ine o %ari*o!+ "ee!

res66as t7o ro+uct;mix 7i+t6 t6at are %ari*o!+ "ee! res6 an+ %ari*o!+ "ee! res6

No Su*ar A++e+. T6ere are nine !avors in %ari*o!+ "ee! res6 ruit :uices are Oran*e9

A!e9 A!e A!oe Hera9 "in& >uava9 Troica! %an*o9 )6ite*rae9 5!ac&currant F

Cranerry9 Carrot9 an+ >uava. In a++ition to9 t6e !avors or t6e %ari*o!+ "ee! res6 No

Su*ar A++e+ inc!u+e+ Oran*e9 "o7ererries9 A!e9 %ixe+ ruits %an*osteen9

"o7erve**ies F ruits9 an+ C!ou+y A!e. T6e icture ta!e s6o7s t6e ro+uct;mix

7i+t6 an+ ro+uct;!en*t6 or %ari*o!+ "ee! res6.

"ro+uct 5ran+ Name Marigold Peel #resh #ruit )uices

"ro+uct;%ix )i+t6 Marigold Peel #resh Marigold Peel #resh No Sugar

Added

"ro+uctLineLe

n*t6 1 Oran*e 1 Oran*e

2 A!e 2 "o7ererries$ A!e A!oe Hera $ A!e

4 "in& >uava 4 %ixe+ ruits %an*osteen

# Troica! %an*o # "o7erve**ies F ruits

' )6ite*rae ' C!ou+y A!e

3 5!ac&currant F

Cranerry

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( Carrot

, >uava

5ot6 tye o %ari*o!+ "ee! res6 ro+ucts avai!a!e in +ierence vo!ume 76ic6 are

2#0mi!!i!iter /m!9 1 !iter /!9 1.(, !iter /!9 an+ 2 !iter /! in

t6e existin* mar&et. 5ut not every ro+uct !ine 6ave t6e

simi!ar vo!ume9 some o t6e ro+ucts +o not 6ave 1.(,

!iter an+ 2 !iter9 it 7i!! s6o7 t6eir ro+uct !ine is not

stan+ar+i


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A!t6ou*6 re+uce an+ stan+ar+i


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A usiness can use a variety o ricin* strate*ies 76en se!!in* a ro+uct or service. T6e

rice can e set to maximi


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Customers a!7ays 6ave een attractin* y +iscount an+ romotion ro*ram. In or+er to

increase ro+uct sa!es an+ ac6ieve 7in;7in strate*y9 %ari*o!+ ee! res6 6ave oer a

un+!in* ricin* strate*y. T6ey !ace same !avor o ruit :uice to*et6er in a sin*!e

ac&a*e an+ se!!in* or a !o7er rice t6an 7ou!+ e c6ar*e+ i t6e items 7ere so!+

searate!y. T6e ac&a*e usua!!y inc!u+es t7o re*u!ar si


22/32

an+ suit 7it6 t6e estiva!. @o7ever in norma! +ay9 t6e ori*ina! ac&a*es 7i!! sa!es 6i*6er

comare 7it6 ne7 eatures ecause customers ee! t6at is not necessary to urc6ase t6e

ne7 eatures or o7n use. T6is strate*y is s!i*6t!y same 7it6 t6e C an+ %c-ona!+

76ic6 come u 7it6 a ac&a*e o i* como t6at suit or i* ami!y +urin* estiva!.

Last ut not !east9 in+in* t6e ri*6t ricin* strate*y is an imortant e!ement in runnin* a

successu! usiness. %ari*o!+ "ee! res6 6a+ een a 6ouse6o!+ ran+ ecause o t6eir

va!ua!e rice an+ tasty ruit :uices.

4.3 -istri/#tion Place

-istriution strate*y is imortant to every usiness. T6is is ecause a ri*6t +istriution

strate*y can ue! t6e usiness *ro7t6 an+ increase t6eir mar&et s6are. )or&in* 7it6 t6e

+istriution c6anne!s suc6 as +irect9 retai!9 +istriutors or interme+iates is an exce!!ent

7ay to exan+ t6e ro+ucts into 76o!e mar&et an+ reac6 t6e ro+ucts to t6e ina!

consumers in term o increase t6e sa!es an+ roit. T6ey are t6ree tyes o c6anne!s 76ic6

are sa!es c6anne!9 +e!ivery c6anne!9 an+ service c6anne!.

or t6e %ari*o!+ "ee! res6 :uices9 7e c6oose t6e one;!eve! c6anne! 76ic6 un+er t6e

consumer mar&etin* c6anne! to reac6 our tar*et mar&ets. One;!eve! c6anne! contains one

se!!in* interme+iaries t6at is retai!er. )6en t6e %ari*o!+ c6oose t6e one;!eve! c6anne!

mar&etin* to +istriute t6eir ro+ucts9 t6ey can easi!y intro+uce an+ exan+ t6eir ro+ucts

in 76o!e %a!aysia retai! s6o. T6e !ocation t6at 7e sent inc!u+e+ t6e i* our most

ami!iar retai!er in %a!aysia9 t6ere are Aeon9 Tesco9 >iant9 an+ Econsave9 t6ey 6ave a !ot

o customers visit t6em y +ay9 so t6e consumers can easi!y *et t6eir %ari*o!+ "ee! res6

anytime an+ any76ere. It is very convenience to t6e consumers 76o are !i&e to 6ave a

6ea!t6y :uices. 5esi+es t6at9 t6e retai! s6o a!so inc!u+e+ t6e 3;11 store9 convenience

s6o9 minimar&et9 an+ suermar&et. So %ari*o!+ can ma&e sure t6ey 6ave enou*6

ro+ucts to +istriute to a!! !ocation an+ ma&e t6eir !oya!ty customer can *et t6eir

ro+ucts easi!y. T6e *ra6 e!o7 s6o7s t6at t6e mar&etin* c6anne! o %ari*o!+ "ee!

res6.

21

etai!er

Aeon9 Tesco9

Econsave9 >iant9 3;

%anuacturer

/%ari*o!+


23/32

To eva!uatin* t6eir +istriutors9 %ari*o!+ can summary t6e sa!es o a!! t6e !ocation9 an+

maye t6ey can *ive an extra +iscount to t6e articu!ar store to attract t6eir interest an+

continue cororate 7it6 t6em. )6en t6e retai! s6o can *et a est an+ !o7er retai! rice9

t6ey can increase t6eir roitJ at t6e same time9 %ari*o!+ a!so can *enerate a sa!es an+ a

!ar*e roit 76en t6eir retai!er so!+ a !ar*e amount o t6eir ro+ucts.

In term o t6eir !o*istic9 %ari*o!+ can use t6eir o7n transort an+ revent use t6e t6ir+;

arty !o*istic. T6is is ecause %ari*o!+ can imme+iate!y sent t6eir ro+ucts to t6e

+istriution on time. e+uce t6e +e!ay o restoc&9 %ari*o!+ can increase t6eir sa!es an+

ma&e sure t6eir ro+ucts is not exire+ an+ a!7ays res6 to t6eir customers. In a++ition

to9 76en t6ey use t6eir o7n transort as t6eir !o*istic9 t6ey can a!so 6e! t6emse!ves to

romote t6eir %ari*o!+ "ee! res69 t6is is ecause t6e stic&er on t6e !orry 7i!! attract t6e

a7areness o u!ic an+ t6e +escrition an+ ima*e 7i!! easi!y ersua+e eo!e uy an+

try it. Aout t6eir 7are6ousin*9 %ari*o!+ can ui!+ u a mi++!e oint o a!! t6e

+istriution !ace9 t6is is ecause t6e +istance to sen+ to a!! !ace 7i!! not e a !ar*e time

+ierent an+ a!so can *uarantee t6eir %ari*o!+ "ee! res6 :uices is a!7ays res6. "icture

e!o7 s6o7s t6at t6e !o7 o +istriution rom manuacture to ina! customer.

22


24/32

4.4 Promotion

"ro+uct romotion is one o t6e necessities or *ettin* your ran+ in ront o t6e u!ic

an+ attractin* ne7 customers. T6ere are numerous 7ays to romote a ro+uct or service.

Some comanies use more t6an one met6o+9 76i!e ot6ers may use +ierent met6o+s or

+ierent mar&etin* uroses. A stron* set o romotiona! strate*ies can 6e! osition

your comany in a avora!e !i*6t 7it6 not on!y current customers ut ne7 ones as 7e!!.

Even no7 %ari*o!+ "ee! res6 is a 6ouse6o!+s ran+ ut t6ey are sti!! acin* cometition

in ui!+in* t6eir ran+ eDuity.

As 7e &no7 %ari*o!+ 6as een t6e !ea+in*

rovi+er o 76o!esome an+ nutritious

ro+ucts or a!most #0 years. T6eir

commitment is to rovi+e consumers 7it6

6ea!t6y ro+ucts to en6ance t6eir Dua!ity o

!ie 76ic6 6as re!ecte+ in t6e cororate

s!o*an 8or @ea!t6. or Lie8. -esite

%ari*o!+ "ee! res6 6ave ay more eort to im!ement romotion activities in current

mar&ets 6o7ever t6ere is sti!! not reac6e+ aci!itatin* a stron*er consumer;ran+

connection an+ ran+ resonance.

So as to eective!y annotate t6eir s!o*an to customers min+9 %ari*o!+ "ee! res6 6as to

inte*rate mar&etin* communications to ui!+ t6eir ran+ eDuity. %ar&etin*

communications means9 y 76ic6 irms attemt to inorm9 ersua+e an+ remin+

consumers aout t6e ran+s t6ey se!!. Current!y9 %ari*o!+ "ee! res6 unvei!s !oca! actress

Lisa Suri6ani as its ran+ amassa+or an+ t6e ace o %ari*o!+ "ee! res6. 5ecause o

t6e 6ea!t6 conscious o t6e ce!erity t6at ten+ to *et attention an+ useu! or creatin*

ran+ a7areness an+ ositionin* in t6eir customers min+.

Ot6er t6an t6is9 7e su**est a!so invite a *rou o Y;*eneration t6at rin* out ima*e o

6ea!t6y an+ !ive!y to e t6eir ran+ amassa+or. As t6e Y;*eneration *iven a i**est

in!uences in current mar&et. T6is can e seen rom t6e u


25/32

mar&etin* tec6niDue t6at attemts to ma&e eac6 encounter 7it6 a consumer aears to e

a uniDue9 sontaneous ersona! exc6an*e o inormation. No7a+ays9 t6ere is a tren+ in

ui!+in* 6ea!t6y !iesty!e an+ %ari*o!+ "ee! res6 can matc6 t6is su**estion start 7it6

romotin* t6eir natura!!y res6 ruit :uices.

"romotion is one o t6e &ey e!ements o t6e mar&etin* mix9 an+ +ea!s 7it6 any one or

t7o 7ay communication t6at ta&es !ace 7it6 t6e consumer via socia! me+ia no7a+ays.

%e+ia environment 6as c6an*e+ +ramatica!!y in recent yearsJ t6e tra+itiona! a+vertisin*

me+ia seem to e !osin* t6eir *ri. -i*ita! revo!ution 6as c6an*e+ t6e 7ay consumers

!earn an+ ta!& aout ran+s suc6 as aceoo& an+ Insta*ram oer comanies a 7ay to

romote ro+ucts an+ services in a more re!axe+ environment. %ari*o!+ Comany

inten+e+ to exc6an*e an+ *ets

ee+ac& rom t6eir customers

+irect!y.

Socia! net7or&s connect 7it6 a 7or!+

o otentia! customers t6at can vie7

your comany rom a +ierent

ersective. at6er t6an seein* your

comany as Ktryin* to se!!K

somet6in*9 t6e socia! net7or& can see

a comany t6at is in touc6 7it6

eo!e on a more ersona! !eve!. T6is

can 6e! !essen t6e +ivi+e et7een t6e comany an+ t6e uyer9 76ic6 in turn resents a

more aea!in* an+ ami!iar ima*e o t6e comany. or exam!e9 customer may ost

icture 7it6 a comment 6as ta* /ee! res6 ater 6avin* %ari*o!+ "ee! res6 ruit :uices

or+er to stimu!ate t6e %ari*o!+ "ee! res6 mar&et tren+.

%ari*o!+ "ee! res6 6a+ or*ani


26/32

strate*y at resent an+ most o contests not reDuire a urc6ase. T6e i+ea is to romote

your ran+ an+ ut your !o*o an+ name in ront o t6e u!ic rat6er t6an ma&e money

t6rou*6 a 6ar+;se!! camai*n.

%ari*o!+ "ee! res6 6a+ not een a sonsors6i to any events 6eretoore. Sonsorin*

contests can rin* attention to t6eir ro+uct 7it6out comany overtness an+ a!e to ui!+

stron*er consumer;ran+ connection an+ ran+ resonance. )e su**est %ari*o!+

Comany can con+uct some sonsors6i ro*ram t6at re!ate+ in romotes 6ea!t6y an+

active !ivin*. or exam!e !i&e c6arita!e event an+ 7or!+ :uice conerences. Accor+in*

to t6is sonsors6i events9 t6e comany a!e to increasin* ran+ a7areness9 76ic6 6e!s

to *enerate consumer reerence an+ to oster ran+ !oya!ty.

25


27/32

#.0 inancia!

5.1 Marketin! /#"!et

Sales

Cele/rity En"orsement

oa"sho' Promotin!

-

o!istic

i*ure 1

%ar&etin* u+*et !an is an estimate+ ro:ection o costs reDuire+ to romote a usiness8

ro+ucts or services. -ue to mar&etin* u+*et !an aect most o t6e area o a usiness9

so a mar&etin* u+*et !an is a crucia! t6in*s to +etermine t6e comany? success. Ot6ers

t6an a+vertisin* an+ romotions9 a u+*et !an must cover t6e many areas o !annin*9

ricin* an+ +istriutin* t6e ro+uct or service to &ee a comany stay cometitive an+

maximi


28/32

t6e t6ir+ arties. oa+ s6o7 event 7i!! e t6e ourt6 t6in* t6at 6ave to invest more.

%ari*o!+ 7i!! 6avin* a oot6 +urin* t6e event to romote an+ teac6 t6eir customers in

c6oosin* res6 ruit :uices.

5.2 Sales orecastin!

2014 2015 2016 201%

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

ear

i*ure 2

T6e i*ure 2 aove is s6o7n t6at t6e orecastin* sa!es o t6e %ari*o!+ ee! res6 in t6e 4

years time 76ic6 rom 2014 to 2013. %ari*o!+ usin* t6e o++ ricin* strate*y so it

estimate t6e sa!es orecastin* in 2014 7i!! e %1#09 000 76ic6 rice set as %(.,, or

2 !iter an+ 1 !iter at %4.4,. rom t6e *ra6 as s6o7n9 it is ovious!y s6o7 t6at t6e sa!es

o %ari*o!+ 7i!! e increase rom %1#09 000 in year 2014 to %$009 000 in year 2013.

2014 2015 2016 201%

0

20000

40000

60000

)0000

100000

120000

(i7e" cost

8aria/le cost

i*ure $

T6e !ine c6art aove s6o7n t6e rea&;even ana!ysis o t6e comany. 5rea&;even is to

+etermine t6e oint at 76ic6 revenue receive+ eDua!s t6e costs associate+ 7it6 receivin*

2%


29/32

t6e revenue. It estimate t6at %ari*o!+ 7i!! 6ave % 2(9 $00 or t6e ixe+ cost in t6is 4

years an+ % $09 000 or t6e varia!e cost.

'.0 Contro!

Product control

%ari*o!+ ee! res6 :uice is a 7e!!;&no7n :uice an+ t6eir ro+uct !ine consist o %ari*o!+

"ee! res6 an+ %ari*o!+ "ee! res6 no su*ar a++e+. %ari*o!+ !aunc6e+ t6e ro+uct in

+ierence si


30/32

Last9 +iscount an+ romotion ro*ram 7i!! a!7ays attract customers. In or+er to increase

ro+uct sa!es an+ ac6ieve 7in;7in strate*y9 %ari*o!+ ee! res6 6ave oer a un+!in*

ricin* strate*y. T6ey !ace same !avor o ruit :uice to*et6er in a sin*!e ac&a*e an+

se!!in* or a !o7er rice t6an 7ou!+ e c6ar*e+ i t6e items 7ere so!+ searate!y. T6e

ac&a*e usua!!y inc!u+es t7o re*u!ar siiant9 an+ Econsave. T6ey are amon* t6e est retai!ers in %a!aysia. So i

7e se!! our ro+uct t6ere9 it 7i!! ma&e our ro+uct ou!ar an+ easy to *et ecause t6ey

6ave a !ot o ranc6es 76ic6 is at eac6 state. No7a+ays9 eo!e are see&in* or

convenience. So t6e retai! s6o a!so inc!u+e+ t6e 3;11 store9 convenience s6o9

minimar&et9 an+ suermar&et. %ari*o!+ "ee! res6 can ma&e sure t6ey 6ave enou*6

ro+ucts to +istriute to a!! !ocation an+ ma&e t6eir !oya!ty customer *et t6eir ro+ucts

easi!y.

urt6ermore9 %ari*o!+ can use t6eir o7n transort an+ revent use t6e t6ir+;arty

!o*istic. T6is is ecause %ari*o!+ can imme+iate!y sent t6eir ro+ucts to t6e +istriution

on time. %ari*o!+ can increase t6eir sa!es an+ ma&e sure t6eir ro+ucts is not exire+ an+

a!7ays res6 to t6eir customers. T6ey can a!so 6e! t6emse!ves to romote t6eir %ari*o!+

"ee! res6 +ue to t6e stic&er on t6e !orry 7i!! attract t6e a7areness o u!ic an+ t6e

+escrition an+ ima*e 7i!! easi!y ersua+e eo!e uy an+ try it. Aout t6eir

7are6ousin*9 %ari*o!+ can ui!+ u a mi++!e oint o a!! t6e +istriution !ace9 t6is is

ecause t6e +istance to sen+ to a!! !ace 7i!! not e a !ar*e time +ierent an+ a!so can

*uarantee t6eir %ari*o!+ "ee! res6 is a!7ays res6.

Promotion control

S!o*an o %ari*o!+ "ee! res6 BAny res6er9 you 7i!! 6ave to ee! it yourse! 7i!! !ay a

!ar*e ro!e in im!ementin* t6e +ierent mar&etin* ro*rams. @o7ever9 t6is osition 6as

not yet een i!!e+9 ut it is t6e irst mi!estone t6at must e com!ete+. )e +eci+e to ocus

2*


31/32

on imrove in t6e erormance o any romotion activities !i&e entertainin* an+ excitin*

contest to u!ic or exam!e vi+eo contest an+ vote contest. T6is is an a++in* on

activities to t6e roa+s6o7 ro*ram 76ic6 6as con+uct y %ari*o!+ current!y an+ as to

matc6in* t6e s!o*an. In a++ition to9 %ari*o!+ "ee! res6 can romote t6eir ruit :uices via

sonsors6i ro*ram to create ran+ a7areness. 5ot6 o t6e arties can ac6ieve 7in;7in

situation accor+in* to t6is sonsors6i ro*ram. Accor+in* to t6is ro*ram9 7e 7i!!

romote t6e ne7 ac&a*in* o %ari*o!+ "ee! res6 most!y to t6e estiva! events in or+er

to catc6 attention o customers an+ to over a ne7 !ea.

30


32/32

eerences

6ttMM777.mari*o!+.com.myM

6ttMM777.mar&etin*teac6er.comMmar&etin*;contro!sM

6ttsMM777.oun+!ess.comMmar&etin*Mtextoo&sMoun+!ess;mar&etin*;textoo&Mricin*;

(Mseciic;ricin*;strate*ies;'$Msyc6o!o*ica!;ricin*;$1';3#,,M

6ttMM777.t6estar.com.myMNe7sMCommunityM201$M03M0'MLisas;t6e;ne7;ace;o;:uice;

ran+;Actress;to;6e!;e+ucate;consumers;on;nutritiona!;va!ue;o;t6eir;!M
http://www.marigold.com.my/http://www.marketingteacher.com/marketing-controls/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/pricing-8/specific-pricing-strategies-63/psychological-pricing-316-7599/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/pricing-8/specific-pricing-strategies-63/psychological-pricing-316-7599/http://www.thestar.com.my/News/Community/2013/07/06/Lisas-the-new-face-of-juice-brand-Actress-to-help-educate-consumers-on-nutritional-value-of-their-l/http://www.thestar.com.my/News/Community/2013/07/06/Lisas-the-new-face-of-juice-brand-Actress-to-help-educate-consumers-on-nutritional-value-of-their-l/http://www.marigold.com.my/http://www.marketingteacher.com/marketing-controls/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/pricing-8/specific-pricing-strategies-63/psychological-pricing-316-7599/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/pricing-8/specific-pricing-strategies-63/psychological-pricing-316-7599/http://www.thestar.com.my/News/Community/2013/07/06/Lisas-the-new-face-of-juice-brand-Actress-to-help-educate-consumers-on-nutritional-value-of-their-l/http://www.thestar.com.my/News/Community/2013/07/06/Lisas-the-new-face-of-juice-brand-Actress-to-help-educate-consumers-on-nutritional-value-of-their-l/

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