MARKETING MIX STRATEGY

Bliss Fresh Sdn Bhd strives to be a company making good, simple food in a
progressively sustainable way, while meeting business objectives.

To achieve this, Bliss Fresh Sdn Bhd ensures that it balances the four elements (the
four Ps) of the marketing mix. A product or service will have its own different mix of
the four Ps (Leunendonk, 2019). The right mix will achieve marketing objectives and
result in customer satisfaction:

 Product - it must look and taste good and be made from wholesome
ingredients
 Price - the price should be attractive to ensure enough sales to generate a
profit
 Place - the place and position of the product in the market is important to
compete for market share
 Promotion - it should meet the company’s objectives for the product.

i. Product

Bliss Fresh Sdn Bhd provides fresh vegetables and fruits that can be consumed
directly after purchasing. Bliss Fresh Sdn Bhd offers commercial standard
products, but also innovates to provide more value to our customers and secures
more of the market. In order to ensure product quality, Bliss Fresh Sdn Bhd will
emphasize cleanliness and sanitation of the product, so that the products will
always be properly cleaned and safe to consume. Our high-quality products and
focus on a pleasant customer experience help us get repeat clients, referrals, and
builds our reputation. Our motto is: “Fresh Foods and Good Moods” – it is a
straightforward motto where eat healthy food will brings you a good mood.

Not only does Bliss Fresh Sdn Bhd products taste fresh, but it also tastes good and
fits in with current thinking on healthy diets. Bliss Fresh Sdn Bhd now only uses
organic-based ingredients salad dressing (i.e. olive oil, garlics, sea salt, cane
sugar, xanthan gums) to complete the salad meal. The salad dressing that are
offered in our salad meal are provided by Annie’s Natural. Annie’s Natural are
known for its organic-based products and this is why we chose Annie’s Natural as
 our partner in supplying salad dressing. We know that customers want to eat
healthily without compromising on taste and it is careful to use wholesome
ingredients in its products.

To protect quality throughout the whole supply chain, Bliss Fresh Sdn Bhd
manages its own horticulture product development. After specially selecting the
seeds, Bliss Fresh Sdn Bhd works closely with around 250 farmers to ensure the
horticulture products are grown to a high standard and harvested at their peak.
Only the best grown are chosen to package, distributed and sells at the market.

Our packaging is unique as salad mix are usually sold in a polymer bowl which
may consume lot of space to store, while Bliss Fresh Sdn Bhd offers two type of
packaging which are bowl type and pouch type. Our pouch packaging is unique
and versatile to bring it anywhere. The design of the pouch is reviewed many
times before releasing where our research and development department did a
survey to analyse the compatibility of the pouch packaging in consumer daily life.

At present, the following are the main products of Bliss Fresh Sdn Bhd:

 Classic Mixed Salad OTG (On the Go) Pouch

 Classic Mixed Salad Bowl
 Crunchy Caesar Salad OTG (On the Go) Pouch
 Crunchy Caesar Salad Bowl
 Italian Rocket Salad OTG (On the Go) Pouch
 Italian Rocket Salad Bowl

ii. Price

Bliss Fresh Sdn Bhd uses a range of pricing strategies associated with adding
value for money. The strategies that we used are: i) Bundle pricing strategy and ii)
Psychological pricing strategy (Meyer, 2018). First is bundle pricing strategy
which is an ‘extra-fill’ packs can give the customer up to 25% extra free. This
‘extra-fill’ packs are brought into the market 2 times per month. This can reward
regular buyers of a particular product.
 Next is psychological pricing strategy. Bliss Fresh Sdn Bhd uses prices that
appear significantly more affordable, such as RM6.99 instead of rounding it off to
the nearest dollar. This pricing strategy will helps encourage consumers to
purchase the company’s products based on perceived affordability.

iii. Distribution & Place

Bliss Fresh Sdn Bhd does not use our own vehicles to distribute products to the
customers. Transportation is outsourced, which means another organisation is
hired to carry out the deliveries. Products are delivered directly to retailers’ central
depots for onward distribution to their stores. Bliss Fresh Sdn Bhd takes the need
for sustainability and reducing its impact on the environment into consideration in
transporting its products.

Place describes the channels Bliss Fresh Sdn Bhd uses to position its products in
the marketplace. Bliss Fresh Sdn Bhd does not sell directly to the consumers.
Instead we place our products with wholesalers and retailers, such as major
supermarket chains like Aeon Supermarket, Village Grocer & Jaya Grocer. Bliss
Fresh Sdn Bhd may then be able to influence how the products reach the
consumer at the point-of-sale. We can secure key positions for our products in
stores. By paying for end-of-shelf positions for our products, customers are more
likely to see and buy them.

iv. Promotion

Bliss Fresh Sdn Bhd uses below-the-line promotion strategies where we are using
social media such as Facebook, Instagram and Twitter to connect with our
consumer and we also do email newsletter to the consumer to create a relationship
with them. This will be a direct platform for Bliss Fresh Sdn Bhd to communicate
and listen to our consumer. It enables us to collect information of the consumer
regarding on their lifestyle and product choices. It can be used for feedbacks.,
research and promotion analysis. Other than that, Bliss Fresh Sdn Bhd also takes
part in sponsorship by joining events that are related to health matters such as fun
run. This will emphasize the link between a healthy lifestyle and healthy foods.
We will give free salads in small bowl and voucher 15% off for next salad
purchasing after the participants have completed their run. Also, we did use our
packaging as our main promotion tools where our packaging is made from
biodegradable plastic that is sleek in finishing. Indirectly, this will attract potential
consumer that practices ‘green’ lifestyle. The colour that we used on our
packaging are mainly in earthy colour.
COMPETITIVE ANALYSIS

Monoluxury Sdn Bhd have seen to be our competitors as they also sell fresh salad. Most of
their produce is marketed under their brand name of GENTING GARDEN. Their farm is
located two kilometers beyond the Awana Golf and Country Resort, Genting Highland.

Ours Competitor
Company
Bliss Fresh Sdn Bhd Monoluxury Sdn Bhd
Well recognized as salad producer
Handy packaged salad: On the Go
Strength as it has been in this market since
Pouch Salad
1992
Weakness New company, hardly recognize Not much interaction with customer
RM6.99 per bowl
Pricing RM6.50-RM7.50 per bowl
RM6.70 per pouch
Distribution & Are only marketed in Malaysia’s Marketed in Malaysia & Singapore
Place supermarket. supermarket.
Through social media, email
Promotions None
newsletter and sponsor events.
Have regular buyers from hotel (e.g.
Hilton and Shangri La) and also
airline company (e.g. Malaysia
Fresh and new idea of concept,
Advantages Airline and Singapore Airline)
sleek and ‘green’ packaging
(http://www.gentinggarden.com.my
/distributors/index.html)
REFERENCES

Leunendonk, M. (2019, September 18). Marketing Mix: Product in Four P's. Retrieved May
18, 2020, from https://www.cleverism.com/product-four-ps-marketing-mix/

Meyer, P. (2018, September 04). McDonald's Marketing Mix (4Ps) Analysis. Retrieved May
18, 2020, from http://panmore.com/mcdonalds-marketing-mix-4ps-analysis

Premjith. (2020, May 01). 4 Ps Of Marketing. Retrieved May 17, 2020, from
https://www.mageplaza.com/blog/4-ps-of-marketing.html