2.3 Marketing Mix Strategy
2.3.1Product Strategy
UDI Sdn Bhd has taken several approaches in context of product
strategy in order to selling Kuat Harimau into the market.
The differences of Kuat Harimau from others
i. Product quality
Product quality is one of the factors that contribute to product
strategy that has been adopted by the UDI Sdn Bhd which is
important for the development of the UDI Sdn Bhd production. UDI
Sdn Bhd emphasizes quality in every product manufactured to ensure
the satisfaction of the users, especially the consumers that use
detergent frequently. Therefore, the UDI Sdn Bhd ensures the
cleaning products which is ' Kuat Harimau meets all the standards
to ensure that the product reaches a high level of product
quality.
In addition, the quality and the quality of the raw material
from the supplier also constantly monitored by the UDI Sdn Bhd .
Monitoring is done to ensure that washing raw materials are in good
condition and does not endanger the user. Quality control of
suppliers is to prevent any damage, harmful or imperfection found
in the raw materials. This can also facilitate the process of
making detergent because UDI Sdn Bhd wants to produce the
detergents for the exclusive purpose of maintaining the resulting
detergent. The quality of Kuat Harimau made by UDI Sdn Bhd can be
seen by in term of the material used when making the
detergents.
ii. Content in the detergents (Kuat Harimau)
Content detergents of Kuat Harimau' consisting of extracts of
fruits and plants, citronella oil, sodium chloride, sodium
phosphate, CMC (carboxymethyl cellulose), and STTP ( tripoly sodium
phosphate ).UDI Sdn Bhd minimize the use of chemicals in the
production of detergents and maximize the use of non- chemical
based ingredients to make products 'Kuat Harimau' as an
environmentally friendly product and safe to use. Plant extracts
used are citronella oil. Citronella oil used as materials in the
production of detergents because citronella oil is able to balance
the chemicals present in the liquid detergent. Furthermore,
citronella oil is good for skin health and is recognized
internationally as a natural aromatherapy. In addition, UDI Sdn Bhd
also does not use animal fat content in the detergent.
Sodium chloride is also used as an ingredient for thickening
liquid detergent so that it is not too liquid. Sodium phosphate is
used as deterrent dirt on the surface and also as a material for
improving the effectiveness of detergents. CMC also serves as a
foaming material and bacteria absorbing materials on all types of
surfaces that need washing. In addition, UDI Sdn Bhd also uses STTP
to provide multiple cleaning powers and is able to eliminate almost
100 % of bacteria that exist on the surface you want to clean.
iii. The shape of the bottle
There are many product line that UDI Sdn Bhd produced. One of
the product that produced is using the very good shape of plastic
bottle. Plastic bottles used has a futuristic design and is able to
attract consumers to buy detergents with a view to the bottle
design only. This shows that the characteristics and design of the
bottle is also important in order to gain customers attention. The
plastic bottle designs resulting from discussions conducted among
the members of the group. In accordance with the requirements of
the UDI Sdn Bhd management who want plastic bottles with innovative
features, they manage to create a plastic bottle designs with
innovativeness and creativeness. Used plastic bottles are
recyclable and durable and can be used repeatedly. Plastic bottles
are also available from suppliers of plastic material with
experience in producing high quality plastic material and has the
characteristics of strong resistance.
Figure 1.1 : Kuat Harimau Bottle design
The Uniqueness of the products (Kuat Harimau)
The combination of environmentally friendly cleaning materials
and innovative plastic bottle can produce beneficial not only to
consumers but also to the environment. It is also in line with the
recommendations and encouragement from the government, which wants
all producers regardless of any industry to produce environmentally
friendly products and green technologies.
The' Kuat Harimau' detergents has two unique characteristics
which is environmentally friendly products and the most important
is the uniqueness of this cleaning products is capable of providing
the maximum savings to the user due to the use of cleaning products
because it is equal to three times the use of a competitor's
product. Therefore, UDI Sdn Bhd combine this uniqueness both as an
advantage for these products to penetrate and gain big market share
among the multi-purpose cleaning products market. The designing of
the is also able to attract consumers to buy. In the production of
Kuat Harimau detergents, UDI Sdn Bhd has adopted the principle of '
Good Manufacturing Practice ' (GMP). This principle is the good
manufacturing practices are always available and adhered to by the
UDI Sdn Bhd. In addition, the GMP system also acts as a medium for
UDI Sdn Bhd produces quality cleaning products and safe to use. It
also makes production easier and can be done consistently.
Labeling
Labeling plays an important role in providing brand
identification products to UDI Sdn Bhd. It affects the release of a
product and also acts as a guarantee to consumers who purchase
detergent from the UDI Sdn Bhd. Apart from functioning as provide
information, at the same time, labeling also can help producers,
marketers and consumers in the market to identify products produced
by the UDI Sdn Bhd.
Therefore, UDI Sdn Bhd has issued special labeling for detergent
products 'Kuat Harimau' so that it is easily identifiable by
consumers and differentiates with other competing products. In
addition, the labeling is also very important to gain the trust of
consumers in convincing them that the products of this company are
very high quality products.
i. Labeling information
In compliance with the legislation of packaging a product, there
are several criteria that must be met by the UDI Sdn Bhd to
determine the appropriate packaging with their products. Hence,
there are some important things to have in the labeling of
detergents Kuat Harimau such as the companys name, companys
address, logo of the product, how to use the product, product
weight, warnings and a ban on the product and the product expiry
date.
Halal Logo
Halal logo recognition is important and subject to the rules of
the 'Guidelines for Production of Food, Beverage, Consumer Goods'
for Muslims and Malaysian Halal Certification Procedure'.
Recognition of halal logo on product labeling is important because
as a guarantee to consumers especially to Muslim consumers as a
proof that Kuat Harimau product is free from any form of unlawful
use of animal fat and free of alcohol.
To obtain this Halal certification, UDI Sdn Bhd practice good
manufacturing based on ' Good Manufacturing Practice ' ( GMP ).
This is a procedure that should be followed and specified by the
Department of Islamic Development Malaysia (JAKIM) in obtaining
halal certification and halal logo. JAKIM also responsible for
issuing halal certification and halal logo to operators of food
products, beverages, food premises, use of non-food products and
slaughterhouse located throughout the country. In addition, JAKIM
will make inspection visits to the mill production at any time
without setting a time to ensure the factory premises in accordance
with the procedures established by JAKIM.
Figure 1.2 : HALAL logo
2.3.2Price Strategy
The price of a product is crucial to ensure the sale of the
product can be carried out smoothly. Therefore, pricing strategy
plays a major role in the formation of marketing. This is also one
of the tools of marketing mix used by UDI Sdn Bhd to achieve the
objectives of product marketing. UDI Sdn Bhd has made a decision on
pricing for cleaning products ' Strong tiger ' is adjusted
according to its product design , product content, product
distribution and promotion of products to form the company's
marketing program is consistent and effective.
i. Cost-based Pricing
UDI Sdn Bhd has put a price on Kuat Harimau to cover the costs
of production, distribution, promotion and sale of products.
Affordable price placed by all levels of users because it is a
price that value for money. In addition, UDI Sdn Bhd will see the
costs involved in the production of cleaning products more
carefully before making pricing for this product to ensure UDI Sdn
Bhd sales targets are achieved.
ii. Competitors based pricing
UDI Sdn Bhd is also making decision on pricing based on
competitors pricing. In pricing strategy, UDI Sdn Bhd has decided
to put a price not much different from the price of the company's
main competitors. In addition, UDI Sdn Bhd has also set a pricing
method based on the price of environmentally friendly cleaning
products that have been produced by a competitor. It aims to ensure
that the price of the product ' Kuat Harimau ' is competitive among
its competitors. The price offered by the UDI Sdn Bhd is a price
affordable by all Kuat Harimau users. This also gives maximum
savings to consumers.
2.3.3Promotion Strategy
In marketing Kuat Harimau cleaning products, promotion strategy
is one of the key elements of marketing mix used by the UDI Sdn Bhd
aims to inform, introduce and convince users and potential buyers
to make purchases of products from UDI Sdn Bhd. The company has
developed an effective program to promote Kuat Harimau cleaner
products is well received among consumers as well as help ensures
the success of government efforts to diversify the local market
environmentally friendly products.
Effective and efficient promotion will resulting good return to
UDI Sdn Bhd . Therefore, UDI Sdn Bhd have followed the campaign
program that has been designed to achieve the objectives of the
company and also at the same time it is able to provide awareness
to consumers about the importance of using eco-friendly cleaning
products in their daily lives . There are a number of promotion
used by the UDI Sdn Bhd , which is;
:
i. Billboard
Billboard is used to attract people to detergent Kuat Harimau
products produced by UDI Sdn Bhd. Billboard is placed beside roads
or major highways such as the PLUS Highway, Federal Highway and
Kesas Highway. The billboards can provide information to consumers
about the cleaning products produced by UDI Sdn Bhd and can attract
users with large scale when they saw a billboard that was installed
along the main road.
ii. Television
Television is used as a medium for introducing and give
awareness of cleaning products which is Kuat Harimau to consumers
because nowadays , all households have at least one television at
home. Television is watched by all levels of society and this makes
television as one of the most popular advertising medium used by
producers, especially producers of a product that has a great brand
name and a strong financial position. This is because the cost of
television advertising is costly where only large companies that
have strong financial resources is capable of making advertising
through television.
Figure 1.2 : Advertising through television
iii. Online Promotion
Today's technological development is helpful to UDI Sdn Bhd to
expand advertising through internet system. Widespread use of
internet by consumers allows the promotion of cleaning products
which is Kuat Harimau delivered directly to potential users to make
purchases. Promotion through social media on the internet like
facebook, twitter, and blogs accelerate the delivery of information
about these cleaning products to consumers. Delivery of information
via the Internet more efficient and easy and does not require high
costs.
Internet advertising can create viral among Internet users that
better known as viral marketing which is can be beneficial and
advantageous to the Kuat Harimau product made by UDI Sdn Bhd .
Online advertising is most efficiently used by the UDI Sdn Bhd to
promote Kuat Harimau cleaner products is website as it is in line
with current technological developments. UDI Sdn Bhd has created a
special website for Kuat Harimau cleaning products to maintain
their exclusive right of cleaning products. The web page is shown
as below;
Figure 1.36 : UDI SDN BHD (Kuat Harimau) website
2.3.4Place Strategy
Distribution of Kuat Harimau cleaning products distributed by a
major retailer selected by the UDI Sdn Bhd as Giant, Tesco, Jusco,
Aeon Big, Econsave and Mydin as the product marketing place. These
retailers have a strong brand in Malaysia and also is believed by
consumers. The place position of large-scale retailers located in
the area of many customers easy to come and buy things is also one
of the selection factors of retailers as distributors for UDI Sdn
Bhd.
Figure 1.39 : Product Place
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