Section 6

MARKETING PLAN
33

6. Marketing Plan (Arial 12, BOLD)
6.1 Marketing Objectives
(i) New business

Our organization decided to make a new market business; it is “nasi
kepal”. Our product is suitable for all ages. We aim to supply the onigiri to
every state in Malaysia within one year.
6.2 Description of products
We choose this product because Malaysian nowadays likes to eat
Japanese food but it is hard to find the halal one. Eventhough there is a lot of
Japanese food in Malaysia, Muslims society always doubtful whether it is
legitimate (halal) or illegitimate (haram) food restaurant because the owner is
Chinese. So, we produce this product based on Islamic ways.
Table 6.2.1 Product description
Product Description
Features • Comes in a reasonable price.
• Halal product
• Healthy product
Materials • Japan rice
• Chicken Floss
• Nori (dry seaweed)
Benefits • Our product is healthy because it contains variety of
nutritions needed in our body
• Halal food
• The price is reasonable and affordable.
Table 6.2.2 Product ilustration
34

6.3 Target market (Arial 12, BOLD)
Market segmentation is the process that we use to divide the market
to several segments according to variety of customers’ needs, wants,
perceptions and behaviors. We choose the marketing segment based on the
strength and ability of our company. Thus, we will carry out market
segmentation from the three aspects which are geographic segmentation,
volume of purchaser and quality evaluation of distributor.
6.3.1 Geographic Segmentation with explanation
Onigiri Enterprise focuses on residency area in Selangor, Negeri
Sembilan, Melaka and Johor Bahru as our target market to distribute our
product. This is because these four urban cities will give us more profits as
their populations are large and within surrounding society who live in that
area. So, the society can buy our product which is delicious and affordable
price. These four urban cities are called as strategic location because it near
with expressway, stable in food industry and also as good opportunity of our
product to place into the market share. We provide our product which is halal
onigiri for everyone especially for Muslim society who wants to try and eat
halal Japanese food.
We are focusing in Shah Alam, Selangor because it located near with
our company and factory. In fact, Selangor, Negeri Sembilan, Melaka and
Johor Baharu are not far from each other. Because of that, we can make
efficient delivery towards customers.
35

6.3.2 Volume Purchase
Retailers buy the product in small amount but it purchase frequently.
While wholesaler buy in bulky so that they do not need to purchase it
frequently and they can store it for a long period.
6.3.3 Quality Evaluation of Distributor
Shopping mall tends to choose product based on the quality and
brand because their customer focus on brand name. But wholesaler and mini
market will sell the product without any justification because all income level
in the society can buy this product and not focus on the brand name only.
6.4 Market size
6.4.1 Population table
6.4.1.1 Population 1
Table 6.4.1.1 Petaling Jaya, Selangor
Type of outlet No of No of items Price/box Total (RM)

outlet to needed (RM)
(box)
Mini Market 35 20 144 100,800
Wholesaler 15 40 144 86,400
Shopping Mall 25 30 144 108,000
TOTAL 295,200
Table 6.4.1.2 Shah Alam, Selangor
Type of outlet No of No of items to Price/box (RM) Total (RM)

outlet needed (box)
Mini Market 41 20 144 118,080
Wholesaler 11 40 144 63,360
Shopping Mall 13 30 144 56,160
TOTAL 237,600
36

Table 6.4.1.3 Seremban, Negeri Sembilan

outlet needed (box)
Mini Market 35 20 144 100,800
Wholesaler 15 40 144 86,400
TOTAL 273,600
Table 6.4.1.4 Port Dickson, Negeri Sembilan

outlet needed (box)
Mini Market 20 20 144 57,600
Wholesaler 10 40 144 64,800
TOTAL 180,000
Table 6.4.1.5 Melaka Tengah, Melaka

outlet needed (box)
Mini Market 40 20 144 115,200
Wholesaler 20 40 144 115,200
Shopping Mall 28 30 144 120,960
TOTAL 351,360
Table 6.4.1.6 Johor Bahru Utara, Johor

outlet needed (box)
Mini Market 25 20 144 72,000
Wholesaler 10 40 144 57,600
TOTAL 194,400
37

Table 6.4.1.7 Johor Bahru Selatan, Johor

outlet needed (box)
Mini Market 42 20 144 120,960
Wholesaler 15 40 144 86,400
Shopping Mall 30 30 144 129,600
TOTAL 336,960
Note:
1 pack = 6 unit
1 box = 24 pack
Price per unit = RM 1.00
Price per box = RM 144
6.4.2 Total market size
Total market size = Population 1 + Population 2 + Population 3 +
Population 4
= Total Table 6.4.1.1 + Total Table 6.4.1.2 + Total
Table 6.4.1.3 + Total Table 6.4.1.4+ Total Table
6.4.1.2 + Total Table 6.4.1.2 + Total Table 6.4.1.2 +
Total Table 6.4.1.2 + Total Table 6.4.1.2 + Total
Table 6.4.1.2
= RM 295,200 + RM 237,600 + RM 273,600 +
RM 180,000 + RM 351,360 + RM 194,400 +
RM 336,960
= RM 1,869,120
38

6.14 Competitors
6.14.1 Identifying competitors (3 competitors)
Table 6.5.1 Competitive analysis
Competitors Strengths Weaknesses
Lazat • Reasonable price • High cholesterol
(curry puff) • Various types of filling • Lack of quality
• No preservatives food • Not fresh as prepared meals
Kart’s • Variety types of flavor • Low level of nutrition
(roti canai) • Affordable price • Product not attractive
• Long lasting • Unwell known brand
NOBA (keropok • Convenient for health • Expensive
lekor) • Can survive in the market • Add preservatives food
• Durable • Unpleasant to taste
Others • Cheap • Unknown company
• Variety of shape • Low of quality
• Long lasting • Product not attractive
6.5.2 Ranking of the competitors
Table 6.5.2 shows our competitors, it is Lazat company, Kart’s company,
NOBA company and others. The ranking of the company is as below.
Table 6.5.2 Ranking of the competitors
Rank No Competitors
1 Lazat company
2 Kart’s company
3 NOBA company
4 Others
39

6.6 Market Share
6.6.1 Market share before the entry of our business.
Table 6.6.1 shows the market share of our competitors before our product
entrance.
Table 6.6.1 Market share before the entry of our business
Competitor Before entrance Amount
(%) (RM)
Lazat company 40 747,648
Kart’s company 30 560,736
NOBA company 20 373,824
Others 10 186,912
TOTAL 100 1,869,120
Market Share before the entry of our
business
10%
40% Lazat company
20%
Kart’s company
NOBA company
30% Others
40

6.6.2 Adjusted market share after the entry of your business.
Table 6.6.2 shows the market share of our competitors after our product
entrance. After the entrance, the percentage has
Table 6.6.2 Market share before the entry of your business
Competitor After entrance Amount Percentage of
(%) (RM) loss (%)
Lazat company 39 728,957 1
Kart’s company 29 542,045 1
NOBA company 17 317,750 3
Others 5 93,456 5
Onigiri Enterprise 10 186,912 -
TOTAL 100 1,869,120 10
Market Share before the entry of our
business
10% 5%
39%
Lazat company
17% Kart’s company
NOBA company
Onigiri Enterprise
29% Others
41

6.7 Sales forecast
The table below shows that the average sales forecast for our company is
RM186,912 per month.
Table 6.7 Sales Forecasting
Month Sales Forecast

1 186,912
2 186,759
3 187,165
4 186,680
5 186,774
6 185,607
7 186,327
8 186,679
9 187,298
10 187,497
11 187,529
12 187,717
Average Per Month 186,912
Year 1 2,242,944
Year 2 2,467,238
Year 3 2,837,324
6.8 Market strategy (marketing mix)
Marketing strategy is a process that allows our company to
concentrate on business plan in order to achieve the marketing objective. It
gives the information about the target market and what are the customer
needs and wants. There are four element which also known as 4P’s of the
marketing that is product, pricing, place and promotion. This element provided
to fulfill what customer needed.
42

6.8.1 Product
Our product is Ori Onigiri which also known as Double O. There is a
lot of Japanese food in Malaysia, but Muslims society always doubtful
whether it is legitimate (halal) or illegitimate (haram) food restaurant because
the owner is Chinese. Halal and healthy food will ensure that the food that
they eat is not harmful to their body. That is the reason we produce this
healthy halal Japanese food.
6.8.1.1 Brand
Brand is a name, term, sign, symbol or design that can identifies a
product and differentiate it from any other product. Our product has our own
brand for the customers. So that, the customer can easily recognize,
remember and to pronounce our product. Other than that, brand can make
our product protected by the copyright. Our brand is Onigiri Enterprise.
6.8.1.2 Quality
Quality is important in order to attract the customer to buy our product.
So, we provide the high quality of our product to ensure that the customer
always satisfy with this product by using high quality ingredients from the best
supplier and we also examined the quality of our product before deliver it to
our wholesalers and retailers.
43

6.8.1.3 Design
We are designing our product uniquely as our customers demand and
needs. Based on demand, we focus on the color selection to make sure the
color can attract the customers. The design also can change the perception of
the product. The more unique the design, the customer will be more attractive
to buy our product.
6.8.1.4 Packaging
Packaging plays as an important factor and can be used to deliver
information to the customer. The packaging of our product is plastics. We use
plastics packaging because it has durability, we can promise the hygiene of
our product is at the best rate, and it has light weight.
6.8.1.5 Labeling
This labeling is printed onto the packaging of our product. This
labeling is easy to read and understand by people because it provides
accurate information about our product.
6.8.2 Price
Our company provided the product toward customers within
reasonable price and high quality ingredient. Besides that, the customer can
get our product in everywhere whether supermarket and grocery shop.
6.8.2.1 Cost-based Pricing
This strategies means that price is determined by adding profit
element on top of making the product. Cost per unit that our product
determines is about 0.55 cent and our company made markup which is 85%
of the product. So that, price that our company provided to determine our
44

product is about RM 6.00 per pack. Cost-based pricing is misplaced in
industries where there are high fixed costs and near-zero marginal costs.
Cost-based Pricing = (Cost per unit x mark-up) + Cost per unit
= (RM0.55 x 0.85) + 0.55
= RM 1.00
Price per pack = RM 1.00 x 6 units
= RM 6.00 per pack
6.8.3 Place
Our company located at Bandar Baru Bangi, Selangor Darul Ehsan.
The location is situated near the supplier which can make us easier to restock
the raw material. Here, we can easily get the labor supply. Moreover, the
premise rentals are reasonable and affordable in this area. Besides that, our
location is near the distribution area. Our distribution area is Selangor, Negeri
Sembilan, Malacca and Johor. Our company used business to business
method which is business selling directly to the wholesaler or retailer.
6.8.3.1 Business to business
Manufacturer Wholesaler
Manufacturer Retailer
This type of channel is called as business to business. It consists of
business selling directly whether wholesaler or retailer. Therefore, we will
make sure our product consist of high quality ingredient before delivery
toward wholesaler and retailer.
45

6.8.4 Promotion (promotion mix)
Promotion strategy is method used by our company in order to attract
the target market. We used promotion is as a supplement to the product,
price and place strategies to achieve marketing objectives. To achieve
marketing strategy, we depend on advertising, sales promotion and personal
selling concept as one of our ways to promote our product to customers.
6.8.4.1 Advertising
The advertising concept that our company provided is through
business card, pamphlet, website, and signboard is used for the purposes of
increasing and maintaining effective demand and helping the sale of our
product. People can gain information through this medium.
6.8.4.1.1 Business card
Each of the managers including assistant managers will have their
own business cards. Our business cards will be distributed to our clients and
to the people that visiting our company or factory. Through this ways, people
will know about the existence of our company and our business’s product. So,
the visitor can distribute information about our product to the other people.
6.8.4.1.2 Pamphlets
Pamphlets or brochure also is the best ways to promote our company
and our product. Using the pamphlets, people may know the information
about our company and our product. In our brochure, there are include the
information about product, our business contact and the location of our
factory.
46

6.8.4.1.3 Website
We have created our own website to promote our product to
customers. Inside the website, we include the related information about our
product. This website also consists of location of our factory and the news
about our company.
6.8.4.1.4 Signboard
We created signboard to make sure that the customer can gain
information about our product and also know the location of our company and
factory.
6.8.4.2 Sales promotion
The trade sales promotion techniques that we are using are trade
allowances, and push money. Trade allowances are price reduction offered
by manufacturers to intermediaries which is also known as economic scale. If
they buy bulky of our product, we will give discounts. Push Money is
intermediaries receive push money as a bonus for pushing our brand through
the distribution channel.
6.8.4.3 Personal selling
Personal selling is the most cost effective tool at later stages of buying
process. It is a face to face selling which a seller attempts to persuade a
buyer to make a purchase. There are benefits of using personal selling, it is:
• Alive, interactive and immediate relationships between seller and buyer.
• Cultivation of short and long term relationship through sales activities. It
can also create extensive networking.
• Immediate response by the buyer.
47

6.9 Organization Chart for Marketing Department
Figure 6.9 Organizational Chart (Head of Department + workers)
Marketing Manager
Promotion Personnel Distribution Personnel
6.10 Manpower Planning
Table 6.10 List of Marketing Personnel
Position No of Personnel
Marketing manager 1
Promotion personnel 1
Distributor personnel 1
48

6.11 Schedule of Task and Responsibilities
Table 6.11 Task and Responsibilities of Marketing Personnel
Position Task and Responsibilities
Marketing manager • Responsible to establish target market strategy and
attempt to achieve the target.
• To do promotion to introduce our company and our
company’s activities.
• Responsible to carry out systematically to encourage
and increase sales of product.
• Responsible to report to the General Manager
regarding the performance of Marketing Department.
Promotion personnel • Promoting our product to the customers.
• Person-in-charge for updating the e-mail, and
website.
• Plan and prepare advertising and promotional
material to increase sales of products or services,
working with customers, company officials, sales
departments and advertising agencies.
• Record all order from the customers.
Distribution personnel • Handle the daily activities involved with the collection,
receipt, and distribution of goods and materials.
• Accountable for the strategic planning of transport of
products.
• Ensures that safety rules and regulations are met.
• Ensure products reach the market on time, while
maintaining a low cost margin.
49

6.12 Schedule of Remuneration
Table 6.11 Schedule of Remuneration plan of Marketing Personnel
Position Qty Monthly Salary EPF SOCSO Total
(RM) (RM) (RM)
(13 %)
Marketing manager 1 4,425 575 - 5,000
Promotion personnel 1 1200 120 22 1,342
Distribution personnel 1 1300 169 24 1,493
TOTAL 3 6,925 864 46 7,835
6.13 Marketing Budget
Table 6.12 Marketing Budget
Item Fixed Assets Monthly Other
Expenses Expenses
(RM) (RM)
Fixed Asset
Signboard 1,500 - -
Working capital
Salary, EPF & SOCSO - 7,835 -
Sales Promotion 3,000
Website 500
Other Expenses
Advertising 3,000
Pamphlets - - 250
Signboard license 200
Others 300
TOTAL 1,500 11,335 3,750
50

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Section 6

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6. Marketing Plan (Arial 12, BOLD)

6.1 Marketing Objectives

(i) New business

6.2 Description of products

We choose this product because Malaysian nowadays likes to eat

Japanese food in Malaysia, Muslims society always doubtful whether it is

legitimate (halal) or illegitimate (haram) food restaurant because the owner is

Chinese. So, we produce this product based on Islamic ways.

Table 6.2.1 Product description

Table 6.2.2 Product ilustration

6.3 Target market (Arial 12, BOLD)

Market segmentation is the process that we use to divide the market

to several segments according to variety of customers’ needs, wants,

perceptions and behaviors. We choose the marketing segment based on the

segmentation from the three aspects which are geographic segmentation,

volume of purchaser and quality evaluation of distributor.

6.3.1 Geographic Segmentation with explanation

Onigiri Enterprise focuses on residency area in Selangor, Negeri

halal Japanese food.

We are focusing in Shah Alam, Selangor because it located near with

efficient delivery towards customers.

6.3.2 Volume Purchase

Retailers buy the product in small amount but it purchase frequently.

While wholesaler buy in bulky so that they do not need to purchase it

frequently and they can store it for a long period.

6.3.3 Quality Evaluation of Distributor

Shopping mall tends to choose product based on the quality and

6.4 Market size

6.4.1 Population table

Table 6.4.1.1 Petaling Jaya, Selangor

Type of outlet No of No of items Price/box Total (RM)

Table 6.4.1.2 Shah Alam, Selangor

Type of outlet No of No of items to Price/box (RM) Total (RM)

Type of outlet No of No of items to Price/box (RM) Total (RM)

Type of outlet No of No of items to Price/box (RM) Total (RM)

Type of outlet No of No of items to Price/box (RM) Total (RM)

Type of outlet No of No of items to Price/box (RM) Total (RM)

Type of outlet No of No of items to Price/box (RM) Total (RM)

Price per unit = RM 1.00

Price per box = RM 144

6.4.2 Total market size

Total market size = Population 1 + Population 2 + Population 3 +

= Total Table 6.4.1.1 + Total Table 6.4.1.2 + Total

Table 6.4.1.3 + Total Table 6.4.1.4+ Total Table

6.4.1.2 + Total Table 6.4.1.2 + Total Table 6.4.1.2 +

Total Table 6.4.1.2 + Total Table 6.4.1.2 + Total

= RM 295,200 + RM 237,600 + RM 273,600 +

RM 180,000 + RM 351,360 + RM 194,400 +

6.14.1 Identifying competitors (3 competitors)

Table 6.5.1 Competitive analysis

Competitors Strengths Weaknesses

Lazat • Reasonable price • High cholesterol

(curry puff) • Various types of filling • Lack of quality

• No preservatives food • Not fresh as prepared meals

Kart’s • Variety types of flavor • Low level of nutrition

(roti canai) • Affordable price • Product not attractive

• Long lasting • Unwell known brand

NOBA (keropok • Convenient for health • Expensive

lekor) • Can survive in the market • Add preservatives food

• Durable • Unpleasant to taste

Others • Cheap • Unknown company

• Variety of shape • Low of quality

• Long lasting • Product not attractive

6.5.2 Ranking of the competitors